The Impact of Content Marketing on Corporate Brand Equity: A Systematic Review Using the Prisma Method

Since its emergence, the Internet has brought many changes to the way businesses are structured. Digital marketing, specifically content marketing, is one of the disciplines involved in developing a strategy for producing relevant content as part of the marketing mix, to promote products and services, increase visibility, and, above all, strengthen brand identity. In this sense, it's interesting to look at the relationship between Content Marketing and Corporate Brand Equity, exploring its various dimensions and highlighting how content marketing influences consumer perception and brand value. Considering numerous and diverse studies, our paper will be based on an analysis of the role of content marketing in managing a brand's online reputation, highlighting its impact on consumer perception and reinforcing brand trust, while specifying the various ways in which this impact can be measured.