Purpose. The study aims to conduct a comprehensive examination of current trends in digital content marketing and the effectiveness of various communication channels in both B2B (business-to-business) and B2C (business-to-consumer) segments during the period 2023–2025. The research seeks to identify key factors that determine the success of modern content marketing strategies and to evaluate the growing influence of audio and interactive communication formats on audience engagement and brand perception. Given the rapidly evolving digital environment and the impact of post-pandemic and wartime realities, the study also explores how companies adapt their content strategies to maintain competitiveness and audience trust.
Design/methodology/approach. The research applies a mixed-methods design combining qualitative and quantitative approaches. Secondary data analysis was conducted based on statistical reports, publications of leading marketing agencies, and industry-specific studies to capture global and regional trends. Comparative analysis of communication channel usage in B2B and B2C contexts was implemented to identify differences in strategic approaches and target audience behavior. Statistical data were processed and visualized using tables reveal dynamics and correlations. A SWOT analysis was further applied to assess strengths, weaknesses, opportunities, and threats associated with digital content marketing implementation, providing a strategic framework for interpreting empirical results.
Findings. Social media remains the primary content marketing channel, though its dominance is gradually declining in favor of audio and interactive channels; company websites remain important for basic online brand presence but are decreasing in relative use; audio platforms, such as podcasts and spoken explainers, are rapidly growing in importance, particularly for B2B, where their role increased nearly sixfold; content marketing strategies differ between B2B and B2C: B2B focuses on LinkedIn, Twitter (X), and YouTube with educational content, case studies, webinars, and analytics, while B2C prioritizes Instagram, TikTok, and Facebook with emotional and visual formats, including video, stories, and influencer marketing.
Practical implications. The study provides actionable insights for businesses to optimize content marketing strategies, improve audience engagement, increase conversion rates, and strengthen customer loyalty. Emphasis on emerging trends such as generative AI, personalization, and audio content can enhance marketing efficiency and competitiveness.
Originality/value. This study offers an original contribution to the understanding of content marketing transformation in the context of global digitalization, post-pandemic recovery, and ongoing geopolitical instability. By emphasizing the expanding role of audio and interactive communication, it underscores the necessity for B2B and B2C organizations to strategically adapt their marketing approaches to maintain relevance, authenticity, and competitiveness in an increasingly fragmented media landscape.
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