Content marketing in the strategy of ‘growth hacking’ in the new economy. The cases of Wallapop, Westwing and Fotocasa

Abstract

Digital native brands are looking for new formulas to increase their audiences. Their growth hacking strategies combines creativity and analysis. The objective of this article is to describe the role of content marketing through the analysis of the case studies of Wallapop, Westwing and Fotocasa, three digital marks, reference in Barcelona, ​​a city that has become one of the main technological hubs in the world, with more than 1,200 startups. Mobile World Congress has generated a powerful ecosystem of startups in Barcelona.

The results of the research, analysed according to qualitative methods, confirm that contents are one of the axes of strategic planning of the new economy. His vision is focused on growth and combines publicity, public relations and digital marketing actions to do it. Native digital brands create interesting content to their audiences in all types of formats (written, audiovisual) and through different channels (blogs, social networks, app, newsletter, branded content). They have their own content teams to do it and also promote and carry out curation of their users and followers’ contents who are microinfluencers that make viral the messages that the brand wants to communicate.