Content Strategy in Management of Communications

Main Article Content

Olha Balabash
Valerii Ilin
Nataliia Poprozman
Inna Kuznetsova
Dmytro Shushpanov
Nataliia Slavina
صندلی اداری


The aim of the article is to substantiate the theoretical and methodological support for the formation and implementation of the content strategy of a construction company.  The article considers the formation of content strategy, its place in the management of communications of the enterprise. The following methods were used in the course of the research: the method of statistical analysis (for the analysis of the tendency of the real estate market development of Ukraine); analysis, synthesis, logical and theoretical generalization – to specify the factors of supply and demand in the real estate market; graphical method, table method (to visualize the results of the study); method of calculating specific indicators of communicative activity (CPC (Cost Per Click), CPA (Cost Per Action), CTR (Click Through Rate)) for analysing trends in traffic to the company's website and identifying alternative sources of traffic. The specifics of developing a content strategy taking into account the peculiarities of the company's construction industry are shown. An analysis of trends in the real estate market of Ukraine is carried out based on official statistics. The dynamics of the volume of construction works is analysed, the housing price indices in Ukraine are determined and the factors of supply and demand in the real estate market are specified. The analysis of communicative efficiency of the web-system of the construction company is carried out, as a result of which, measures for improvement of management of its external communications by substantiation of variants of advancement on the Internet are developed. This is done by analysing trends in traffic to the company's website and identifying alternative sources of traffic. The developed measures will increase the efficiency of management of the construction company. The article proposed a procedure for analysing the web-system of a construction company based on attendance indicators and search activity, which allows identifying alternative sources of traffic and developing appropriate measures to manage communications of the enterprise in order to achieve their efficiency. The practical significance lies in the fact that the developed recommendations for the formation of the communication strategy of the construction company can be further used to intensify the promotion of the company's services in the real estate market and attract investment.


Download data is not yet available.

Article Details

Integration System of Education, Science and Production
Author Biographies

Valerii Ilin, Kyiv National Economic University named after Vadym Hetman

Doctor of Economic Sciences, Professor, Professor of the Department of Accounting and Taxation. She teaches disciplines taught: Accounting, Accounting history, Research methodology in Accounting. Author of more than 200  scientific works. Scopus Id: 57201579333. ResearcherID: M-6979-2018

Nataliia Poprozman, National University of Life and Environmental Sciences of Ukraine

Doctor of Economic Sciences, Professor of the Economic Cybernetics Department.

Inna Kuznetsova, Odessa National Economic University

Doctor of Science (Economics), Professor, Head of Department has been working at the Department of Management, Odessa National Economic University. She teaches disciplines "Management", "Methods of making managerial decisions", "Strategic Management". Has practical experience of the engineer-economist of the department of the automated production control system at the Odessa mechanical plant of equipment, Dean of the Faculty of Advanced Training at the Odessa National Academy of Food Technologies, Head of Department of Management at the Odessa National Economic University. Scientific interests: strategic management; operational management; economic security of enterprises.

Dmytro Shushpanov, West Ukrainian National University

Doctor of Economic Science, Associate Professor of the Management, Public administration and personnel Department. Web of Science Research ID: H-8696-2017.

Nataliia Slavina, State Agrarian and Engineering University in Podilya

Ph.D. in Economics, Associate Professor Department of Management, Public Management and Administration. She teaches disciplines taught logistics, management, innovation management, intellectual business and crisis management. Scientific interests: theory and practice of agricultural enterprise management, application of logistics in agricultural business and crisis management of enterprises.


Balabash, O. (2018). Strategic directions for development of enterprises on the real estate market. Naukovyi visnyk Odeskoho natsionalnoho ekonomichnoho universytetu – Scientific Bulletin of the Odessa National Economic University: Collection of scientific papers, 6-7 (258-259), 28-38.

Bickauske, D., Simanaviciene, Z., Jakubavicius, A., Vilys, M., & Mykhalchyshyna, L. (2020). Analysis and Perspectives of the Level of Enterprises Digitalization (Lithuanian Manufacturing Sector Case). Independent Journal of Management & Production, 11(9), 2291-2307. DOI:

Bieliaieva, N., Krushelnytskyi, M., Voliak, L., Usata, N., & Sova, O. (2020). From Survival to Business Prosperity: the Financial Aspect of Managing an Organization in a Crisis. Independent Journal of Management & Production, 11(9), 2275-2290. DOI:

Chwialkowska, A. (2019). The Effectiveness of Brand - and Customer-Centric Content Strategies at Generating Shares, ‘Likes’, and Comments. Journal of Promotion Management, 25 (2), 270-300. DOI: 10.1080/10496491.2018.1443307.

Dom.Ria. Available: Access: 1th August, 2020. (in Ukrainian).

Google Аnalytics (2020). Available: analytics. google. com. Access: 15th August, 2020. (in Ukrainian).

Greenberg, S., Gauvreau, L., Hnottavange-Telleen, K., Finley, R., & Marsteller, S. (2011). Meeting CCS communication challenges head-on: Integrating communications, planning, risk assessment, and project management, Energy Procedia, 4, 6188-6193. DOI: 10.1016/j.egypro.2011.02.630.

Gurgu, E., Gurgu, I. A., & Tonis, R. B. M. (2020). Neuromarketing for a Better Understanding of Consumer Needs and Emotions. Independent Journal of Management & Production, 11(1), 208-235. DOI: 10.14807/ijmp.v11i1.993.

Illiashenko, S. M., & Shypulina, YU. S. (2012). Communication effectiveness of WEB-technologies in marketing of research and educational services. Marketing and Management of Innovations, 1, 69-78.

Karpenko, L., Chunytska, I., Oliinyk, N., Poprozman, N., & Bezkorovaina, O. (2020). Consideration of Risk Factors in Corporate Property Portfolio Management. Journal of Risk and Financial Management, 13(12), 299. DOI: 10.3390/jrfm13120299.

Khmelyarchuk, M., Demko, I., Kozmuk, N., Balueva, O., & Balabash, O. (2019). The role of entrepreneurship in strategic management of the tourism industry. Journal of Entrepreneurship Education, 22(2), 1-8.

Kuznetsova, I., & Balabash, O. (2015). Sustainable Enterprise Development : Essence and Components. Socio-economic problems and the state, 1(12), 48-57. Available: /images/stories/pdf/2015/15kiosts.pdf. Access: 19th August, 2020.

Kuznetsova, I., Baldzhy, M., Vidomenko, I., Karpenko, J., & Balabash, O. (2019). Theoretical bases of monitoring in the process of management of sustainable development of the enterprise. Proceedings of the 33rd International Business Information Management Association Conference, IBIMA 2019: Education Excellence and Innovation Management through Vision 2020, 7674-7684.

Lu, S., & Miller, R. (2019). How Social Media Communications Combine with Customer Loyalty Management to Boost Green Retail Sales. Journal of Interactive Marketing, 46, 87-100. DOI: 10.1016/j.intmar.2018.12.005. Available: Access: 1th August, 2020. (in Ukrainian).

Mhimed, R., & Belkhir, M. (2018). The role of content marketing strategies in traffic generation: A conceptual model development. Lecture Notes in Business Information Processing, 325, 3-15. DOI: 10.1007/978-3-319-97749-2_1.

Portovaras, T., Harbar, Zh., Sokurenko, I., & Samoilyk, Iu. (2020). Management of Small Business Entities. Independent Journal of Management & Production, 11(8), 680-694. DOI:

Puraite, A., Zuzeviciute, V., Bereikiene, D., Skrypko, T., & Shmorgun L. (2020). Algorithmic Governance in Public Sector: Is Digitization a Key to Effective Management. Independent Journal of Management & Production, 11(9), 2149-2170. DOI:

Ramadanty, S., Safitri, Y., & Suhendra H. (2020). Social media content strategy for higher education. Proceedings of 2020 International Conference on Information Management and Technology, ICIMTech 2020, 336-341. DOI: 10.1109/ICIMTech50083.2020.9211216.

Real Estate Market Outlook 2020: Does the Square Meter Go Up? Available: Access: 10th August, 2020.

Rodrigues, P. C. C., Simanaviciene, Z., & Semenyshena, N. (2020). Editorial Volume 11, Issue 9. Independent Journal of Management & Production, 11(9), 2542-2547. DOI: ijmp.v11i9.1424.

Rudnichenko, Y., Dzhereliuk, I., Mykhalchyshyna, L., Savina, S., Pokotylova, V., & Havlovska, N. (2020). Safe Interaction Management of State Institutions and Business Entities Based on the Concepts of Evolutionary Economics: Modeling and Scenario Forecasting of Processes. TEM Journal. Technology, Education, Management, Informatics, 2, 233-241.

State Statistics Service of Ukraine. Available: Access: 19th August, 2020. (in Ukrainian).

Zalizko, V. D., Kanan, S. H., & Poprozman, N. V. (2018). Economic and financial security of

Azerbaijan in the Context of Institutional Convergations. Financial and Credit ActivityProblems of Theory and Practice, 25(2), 278-287. DOI: 10.18371/fcaptp.v2i25.136867.

Most read articles by the same author(s)

Similar Articles

1 2 3 4 5 6 7 > >> 

You may also start an advanced similarity search for this article.

فروشگاه اینترنتی