Marketing de contenidos para posicionar a la empresa Sastrería Pastor de la ciudad de Riobamba

Abstract

This research was developed around content marketing to improve the positioning of the tailoring company "Pastor" in the city of Riobamba in the year 2023. The research methodology used was a qualitative and quantitative approach with a descriptive research level, the research design was used non-experimental, the type of study was documentary with field research, the deductive method and the techniques used were surveys and interviews, the population were the economically active people of the city (EAP), based on this was made the development of a SWOT matrix to determine the current situation of the company. The analysis and the results obtained determined that the company maintains the necessary conditions to establish itself in the market, however, the lack of knowledge in digital media generates a commercial obstruction, due that the proposal was developed in content marketing, as well as the interaction of customers with the company along with the creation and reactivation of social networks such as Facebook, Instagram and TikTok as a means of communication between the company and customers, in such a way the implementation of digital strategies was recommended to improve the positioning of the company allowing a potential development in the Riobambeño market.