Article’s

ABSTRACT: In the modern digital landscape, content marketing has become a critical tool for influencing consumer buying behaviour. The primary objective is to understand how different forms of content such as blogs, videos, social media posts, and influencer marketing affect consumer engagement and buying intentions. The research adopts a descriptive methodology and relies on secondary data sources including academic journals, industry reports, and online articles. The findings reveal that high-quality, informative, and engaging content significantly impacts consumer awareness and trust. Video content and influencer marketing are found to be particularly effective in influencing purchasing decisions due to their visual appeal and credibility. Furthermore, consistent and personalized content enhances customer loyalty and long-term relationships. The study concludes that businesses must strategically utilize content marketing to stay competitive in the digital age. Overall, content marketing not only drives immediate sales but also builds strong brand equity over time. KEYWORDS: Content Marketing, Consumer Buying Behaviour, Digital Marketing, Customer Engagement, Brand Awareness, Influencer Marketing