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Content Marketing and Market Research in SMEs
The main objective of this article is to expose the importance of content marketing and market research in the context of small and medium-sized enterprises (SMEs). One of the biggest challenges that SMEs currently face is to stand out, but budgets are limited and the cost of carrying out campaigns that actually increase sales seems impossible at the moment, since the root of this environment is in the allocation of resources, because SMEs more than any type of company have to take very good care of the way in which they invest their money. A qualitative analysis, the main results show that, according to the opinions of managers, they are aware of the importance of competition in the market, but do not know how to create strategies to face it. In conclusion, there is an analysis of how these strategies can influence the success and competitiveness of SMEs in a digital and competitive business environment.
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