Content Marketing for Local Business Growth

Abstract

The creation and distribution of relevant content has become key for local businesses to stand out and attract more customers, thus, this study analyzes the benefits of content marketing for the development of local ventures in the city of Machala in 2024. Through a predominantly quantitative mixed-methods approach, with a derivative sequential exploratory design, a literature review and surveys of local entrepreneurs were conducted. The results enabled the fulfillment of the research objective, contributing to enriching the understanding of the adoption and use of content marketing in small businesses, and identifying the limitations that hinder building a strong brand and reaching new customers.