The application and practice of content marketing strategy in corporate brand communication - taking Starbucks' "Coffee Encyclopedia" knowledge content as a case

Abstract

As an important means of modern corporate brand communication, content marketing has been widely used. The study found that by providing systematic coffee knowledge popularization content, Starbucks enhanced its professional image in the field of coffee culture, promoted the continuous interaction between consumers and the brand, and enhanced consumers' brand identity and loyalty. At the same time, Starbucks has also actively explored the optimization and innovation of content marketing strategies, including precise content positioning, professional content production, diversified content dissemination, diversified content monetization, and content data insights