Purpose. The study aims to examine current trends in digital content marketing and the effectiveness of various communication channels in B2B and B2C segments during 2023–2025. The primary goal is to identify key factors for successful content marketing and assess the impact of audio and interactive channels on audience engagement.
Design/methodology/approach. A mixed-methods approach was employed, including: secondary data analysis (statistical reports, marketing agency publications, industry studies); comparative analysis of channel usage trends in B2B and B2C marketing; statistical data processing using tables, charts, and graphs for visualization; SWOT analysis to evaluate the opportunities, risks, and prospects of digital marketing implementation.
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 research contributes to the understanding of digital content marketing trends in the post-pandemic and wartime context, highlighting the growing relevance of audio and interactive channels and the importance of strategic adaptation for both B2B and B2C companies.
1. Digital 2024: 5 billion social media users. We are social. URL: https://wearesocial.com/uk/blog/2024/01/digital-2024-5-billion-social-me.... [Accessed 01.09.2025]
2. Kotler, P. & Keller, K. (2021). Marketing Management. Pearson Education Limited, Harlow. URL: https://t1p.de/mxrbc
3. Chaffey, D. (2025) 10 Actionable Digital Marketing Trends for 2025. URL: https://www.smartinsights.com [Accessed 01.09.2025]
4. Bala, D.M., Verma, M.D. (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 1-19 [Accessed 01.09.2025]
5. Shpak N.O., Hrabovych I.V., & Sroka V.V. (2022). Tsyfrovyi ta Internet-marketynh: spivvidnoshennia poniat'[Digital and Internet marketing: relationship of concepts]. Visnyk Natsionalnoho universytetu «Lvivska politekhnika». Seriia «Problemy ekonomiky ta upravlinnia», 1(9), 143-156.
6. Uholkova, O. (2021). Digital marketing and social networks. Management and Entrepreneurship in Ukraine: Stages of Formation and Problems of Development, 3(1), 146-152.
https://doi.org/10.23939/smeu2021.01.146
7. Bolila, S. (2023). The role of information technologies and digital tools in the conditions of war challenges and post-war recovery of Ukraine's economy. Tavriiskyi Scientific Bulletin. Series: Economics, 16, 265-275.
8. Krykavskyi, Ye. V., & Chukhrai, N. (2004). Industrial marketing: Textbook for students of economic specialties (2nd ed.). Lviv: NVTs "Politekhnika".
9. Zozulov, O. V., & Tsarova, T. O. (2021). The system of marketing models of a product. Marketing and Digital Technologies, 3, 6-17.
https://doi.org/10.15276/mdt.5.3.2021.1
10. Horbal, N. I., & Slipachyk, S. V. (2024). Digital marketing: Features and prospects of application in Ukraine under the conditions of full-scale war. Visnyk of the National University "Lviv Polytechnic". Series: Management and Entrepreneurship in Ukraine: Stages of Formation and Problems of Development, 2(12), 26-38.
https://doi.org/10.23939/smeu2024.02.026
11. Content marketing trend study 2025. URL https://spaces.statista.com/4a959b6059b1469cac07af91b9f00b10.pdf?lid=xcy... (Accessed 01.09.2025)
12. Database Statista. Retrieved from: https://www.statista.com/ [Accessed 01.09.2025]
13. Marrs, М., (2020). 7 Ways to Use Facebook for Marketing. URL:https://www.wordstream.com/blog/ws/2013/04/15/facebook-marketing [Accessed 01.09.2025]
14. Vytvytska, O. M., Suvorova, S. H., & Koriuhin, A. V. (2022). The impact of digital marketing on the development of entrepreneurship under wartime conditions. Economy and Society, 40, 90-97.
15. Vdovichena, O. H., Duhovanets, O. M., & Chernova, I. V. (2022). Digital marketing as a tool for efficiency and competitiveness of modern business: Features and prospects of implementation in Ukraine. Economic Science, 2, 81-87.
16. Riabov, I. B., & Shevkoplias, I. M. (2020). Features and current trends in the application of digital marketing systems at the enterprise. Efficient Economy, 12, 92-99.
https://doi.org/10.32702/2307-2105-2020.12.93
17. Bondarenko, V., & Omelianenko, O. (2024). Digital marketing today: Advantages and disadvantages. Economy and Society, (67). https://doi.org/10.32782/2524-0072/2024-67-3[Accessed 01.09.2025]
https://doi.org/10.32782/2524-0072/2024-67-3
18. Zouaoui, R., & Hamdi, R. (2024). The Impact of Online Advertising on Store Visiting: Saudi Arabia. Marketing and Management of Innovations, 15(1), 56-66. URL: https://doi.org/10.21272/mmi.2024.1-05[Accessed 01.09.2025]
https://doi.org/10.21272/mmi.2024.1-05
19. Bostrom, N., & Yudkowsky, E. (2014). The Ethics of Artificial Intelligence. In The Cambridge Handbook of Artificial Intelligence, pp. 316-334.
https://doi.org/10.1017/CBO9781139046855.020
20. Oklander, M., Yashkina, O., Zlatova, I., Cicekli, I., & Letunovska, N. (2024). Digital Marketing in the Survival and Growth Strategies of Small and Medium-Sized Businesses During the War in Ukraine. Marketing and Management of Innovations, 15(1), 15-28. URL: https://doi.org/10.21272/mmi.2024.1-02 [Accessed 01.09.2025]
https://doi.org/10.21272/mmi.2024.1-02