SMM strategies for the agricultural sector: evaluating the effectiveness of content marketing in increasing the competitiveness of agricultural products

Abstract

Abstract: The article is devoted to a comprehensive study of the effectiveness of SMM strategies and content marketing in the agricultural sector, in particular for the promotion of agricultural products. The main attention is paid to the analysis of various types of content in social networks and their impact on interaction with the audience, building trust in the company, increasing brand awareness and activating user engagement. In addition, the work focuses on the development of practical guidelines for optimizing marketing communications of agricultural enterprises, which includes combining different content formats, integrating SMM campaigns with the overall business strategy and using analytics to assess the effectiveness of activities. Purpose. The objective of the article is to study the effectiveness of SMM tactics and content marketing for the promotion of agricultural products and to identify practical ways to optimize marketing communications in social networks. Methods. The study used methods of analysis and comparison, content analysis of publications on social networks. Results. The concept, essence and role of SMM in the digital marketing system are considered. The specific features of agrarian business as a market segment for social media are determined. The tools and formats of content marketing in social networks are determined. The psychological and behavioral aspects of the consumer of agricultural products in the online environment are analyzed. The trends in the development of digital communications in agriculture are substantiated. The impact of content on brand recognition and the level of audience engagement is assessed. The key factors for the success of content marketing strategies are determined. An algorithm for forming a content strategy for agricultural companies is proposed. The optimal communication channels and the choice of target platforms are determined. The emphasis is placed on the integration of content marketing with other digital marketing tools. The system for monitoring the effectiveness of SMM is developed. Conclusions. The conclusions indicate that the effectiveness of SMM strategies in agricultural business depends to a large extent on properly selected content, activity in social media and integration of content marketing with other digital channels. Keywords: agribusiness, marketing, digital communications, strategies, brand, target audience, content, advertising, performance monitoring, integration.