Content Marketing and the Construction of Digital Authority: A Case Study

Abstract

This article aims to analyze how content marketing contributes to the construction of digital authority by companies, using a case study of an organization in the online education sector. The research is qualitative and descriptive, employing a case study methodology to understand how strategically structured digital content influences the perception of brand authority by its audience. Based on literature review and empirical analysis, it was found that content marketing demands more than simply producing texts or social media posts, it requires strategic planning, a deep understanding of the target persona, consistency, and value delivery. The findings indicate that digital authority is built through authentic interactions, relevant content, and long-term relationships with the target audience. Additionally, the use of multiple digital channels and content tailored to different stages of the customer journey enhances engagement and strengthens brand perception. It is concluded that content marketing is an effective strategy for positioning companies as industry authorities when applied with a focus on value, authenticity, and genuine audience connection.