Content marketing: key piece for generating engagement. Ecuadorian soccer case.

Abstract

Currently, the brands that conquer the heart of their target audiences are those that strategically interact and connect with them, generating commitment and an emotional connection where their segments are immersed, reflected and identified. Content marketing is considered one of the most profitable promotional techniques because it is focused on attracting potential customers naturally through relevant and valuable content for your audiences. This study analyzes the repercussion of the contents on the degree of emotional involvement of the followers of Ecuadorian soccer team brands, with their social communication platforms. The research is quantitative and qualitative with structured direct observation, the variables studied in social platforms are architecture, content and interaction; same variables that are important for calculating engagement. The results show a significant incidence of content in the generation of engagement in football team brands, regardless of the number of followers. The teams with the highest number of followers do not reach the optimal level of engagement and those that are constant in their publications exceed the required levels of engagement, despite having fewer followers.