1.4. WHY DO WORLD BRANDS USE CONTENT MARKETING? ‘Content Marketing Association’ conducted research to answer this question and they reached 5 main reasons for it: 1. Sales increase Content marketing represents a new form of product sales, and the research by CMA showed that 50% of inquired people think that content marketing has a positive effect on the decision about buying and 61% agreed that it had a positive influence on the perception of a brand. 2. Maintaining the customer The increasing fragmentation (companies are customizing their products for smaller groups of their customers, all according to their needs and wishes) and competition on the market are making the attraction and maintaining customers even harder. With the regular communication through content marketing, you’re building a connection with customers who are then more prone to staying loyal to a company. 3. Developing brand awareness Every company wants to send a message about its brand to a larger part of their targeted audience. All that in a safe and effective way. The researches showed that 79% of companies are using content marketing primarily for creating brand awareness. CONTENT MARKETING 9.