Vasilena Valchanova, marketing expert and consultant, was a guest lecturer at the Faculty of Economics and Business Administration with a detailed presentation on content marketing.

She introduced the students to various applications of content marketing and the roles that content marketing plays in the overall marketing strategy.

Thanks to her extensive experience as a practitioner, Vasilena presented examples of Bulgarian and international projects using the power of engaging online content.

The lecture presented a variety of content formats, from blogs and e-books to dynamic audio and video formats.

The examples showed how digital content can serve brands offering services, e-stores, software products, FMCG and more.

Key principles for creating effective marketing content that students covered included knowing your audience and their needs, creating content that fits naturally into the digital channels where it “lives”, and using interactive formats to further engage your audience.