# 57 304-310 View full article

УДК 339.138:005.51:659.126

DOI: https://doi.org/10.36887/2415-8453-2026-1-57

Volikov Volodymyr,
PhD (Economics), Senior Engineer,
Institute for Single Crystals of National Academy of Sciences of Ukraine, Kharkiv,
https://orcid.org/0000-0002-4107-6277
Shumilkina Kateryna,
Leading expert, Kitrum LLC, Tampa, FL, USA,
https://orcid.org/0009-0003-6941-4367

JEL classification: M31, M21, G32

Published: 25.02.2026

The purpose of the article is to substantiate the role of strategic content marketing management in increasing the brand’s market value and to develop a system of indicators to evaluate the effectiveness of content management as an intangible asset of the enterprise. The article explores the strategic role of content marketing in increasing the brand’s market value in the digital economy. Content is considered a strategic intangible asset of the enterprise, capable of generating long-term economic value. The key characteristics of an effective content strategy are defined, including quality, relevance, systematicity, and analytical manageability, which shape customer lifetime value and consumer retention rate and reduce the costs of attracting new customers. The feasibility of applying a cyclical model of strategic content management is substantiated, which includes planning, creation, distribution, and analysis of the economic response to content, as well as the author’s “trust funnel” model, which describes the sequence from brand awareness to advocacy and monetization of consumer trust. The evaluation of content marketing effectiveness is conducted by integrating ROMI, Retention Rate, and CAC metrics, enabling enterprises to make scientifically grounded decisions about content investments and build brand capital. The scientific novelty of the article lies in formulating a conceptual approach to strategic content management as an investment asset and developing a methodology for evaluating its effectiveness. The practical significance of the results is reflected in recommendations for enterprises to develop a content strategy to increase the brand’s market value and optimize marketing costs. Prospects for further research include scaling the achieved results through paid channels, particularly PPC (Pay-per-Click) and programmatic solutions, thereby combining the organic and paid effects of content marketing to maximize ROI.

Keywords: content marketing, strategic management, brand capitalization, digital marketing, intangible assets, LTV, cost-effectiveness.

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Quote article, APA style

Volikov V. , Shumilkina K. Strategic management of content marketing as a factor in increasing brand market value: an economic perspective. West Ukrainian National University. 2026. №1. 304-310 pp. https://doi.org/10.36887/2415-8453-2026-1-57

Quote article, MLA style

Volikov V. , Shumilkina K. Strategic management of content marketing as a factor in increasing brand market value: an economic perspective. West Ukrainian National University. https://doi.org/10.36887/2415-8453-2026-1-57