Análisis de las estrategias de marketing de contenidos en los negocios de repostería artesanal en Guayaquil.

Abstract

The growth of digital environments has transformed how artisanal pastry businesses in Guayaquil connect with their consumers. Therefore, this research aimed to analyze the content marketing strategies applied in this sector to understand their influence on visibility, interaction, and perceived value. Methodologically, a non-experimental, exploratory-descriptive, mixed-methods study was conducted, integrating a quantitative phase with 400 surveys of artisanal pastry consumers in Guayaquil and a qualitative phase with semi-structured interviews with stakeholders connected to these businesses. Among the main findings, it was identified that the most viewed content were product photographs (85.7%), stories (78.6%), and promotions and discounts (72.4%); furthermore, 69.4% of participants indicated that they view these types of posts always or frequently. Furthermore, the average scores obtained showed a favorable assessment of digital content in terms of purchase intent (4.12), trust (4.05), and business recommendations on social media (4.18). Overall, the results demonstrate that content marketing is a relevant tool for strengthening customer relationships and improving digital positioning. It is concluded that, although businesses already maintain a presence on social media, they still require greater planning, consistency, and differentiation to transform that visibility into a sustainable competitive advantage.