Content marketing: a theoretical review of its disruptive technologies.

Abstract

Content marketing has undergone a radical transformation driven by the integration of artificial intelligence, big data and automation. These technologies allow the analysis of large amounts of data, facilitate the creation of valuable content and increase audience segmentation. The objective of the work is to evaluate the impact of technologies through the analysis of their characteristics. The methodology was carried out through a systematic review of scientific literature from academic databases. The results indicate that these technologies have managed to transform the interaction between brands and audiences, through improved segmentation and personalization of campaigns, which allows organizations to react to market changes, create interactive content, customer retention, and increase revenue.