Content brand. The third chapter is not an independent field of research, but rather is at the junction of brand literature and communication. Here we come to the essence of our topic: brand content. The climate of consumer skepticism about marketing methods, whatever they may be, and the overcrowded advertising that they are exposed to, makes brands a race for attention.

The economy of attention is an economy in which attention is a scarce resource that must be won at all costs. A lot of new communication formats have appeared on social networks. They are indicated by product placement, company entertainment, advertising, company content, advertising magazines or advertising games, etc.

Work on these methods is rare and does not provide clear and obvious definitions. The fusion between one practice and another is often carried out, and there is no comprehensive definition of the relevant concepts. Although the literature does not have a strict definition of the concept of brand content, it still allows us to identify four aspects that are characteristic of the practice of corporate content: engagement, the artistic dimension, the non-market dimension and the utilitarian dimension. Finally, we look at the concept of branded content and the concepts of advertising and storytelling with which it is often compared.

Marketing strategy. The final area of literature is marketing strategy. This is the main area of our research, since we are interested in studying the brand content as a strategy used by the brand. The purpose of this chapter is to determine what we learn when we study the formation of a marketing strategy: it helps to formulate our research and ask questions that will guide it later. We define the concept of marketing strategy, trying to determine the level of the studied strategy. Then we define a series of chronological sequences representing the process of strategy formation. This consistent vision of strategy can be compared to normative vision (which should theoretically be a strategy) and refers to normative schools of thought.

Thus, we are both supporters of a transcendental or deliberate approach, which considers the strategy as thoughtful or planned (normative vision), and as an immanent or emerging approach for which the strategy arises from everyday managerial and unplanned initiatives. (the strategy is based on the action and the process of constant adaptation). We also define a strategic decision as a key step in the process of strategy formation.

We consider several theories that approach and explain a solution from different angles: the role of content authors, their managerial past, their cognitive abilities and their attitude to risk are decisive factors in decision making. We approach the issue of actors of strategy and decision and pose a certain number of explanatory theories of their relationship. We also discuss strategies implemented by the organization and its participants (managers) to achieve a certain harmonization of strategic decisions.

The concepts of resistance or resolution are discussed here. The final part of this chapter is finally devoted to the decision-making phase regarding the allocation of budgetary resources in the marketing strategy for the content brand. This central issue in the life of the company is widely discussed in the marketing literature. Two explanatory approaches to the decision on budget allocation (budgeting) are distinguished: the economic approach, which believes that the decision is based on well-established budget constraints and market conditions, and the managerial approach, which considers the managerial characteristics of the actors as fundamental when making the decision.

SEO tactics. Since ranking algorithms in search engines take into account the trust or authority of pages, creating links and popular links is extremely important for SEO, which should be a priority for professionals, since Effective management in this section will make it easier for users to find our content. Encouraging consumers to share content and links is vital to our search engine optimization (SEO) efforts. Active communication with the content itself through our own internal channels can improve search engine positioning; but besides internal links, we should also look for external links.