Technology, the Internet, the rapid spread of information among the population, increasing connectivity through social networks and increasing information literacy of people has led to the development of new strategies, especially in the field of content marketing. Traditional techniques and strategies are increasingly falling into oblivion, and some new techniques are coming to light and creating the need for ever-increasing digital development. Users want the information provided to them to be accurate and true in the true sense of the word, so the focus is on finding the right strategy that will meet the user’s needs. Content marketing is currently the most current marketing trend, which puts the customer in the focus of its strategy with the aim of responding and addressing its specific needs. Content marketing is a way of communicating with customers, completely different from communication in traditional advertising, where the emphasis was on the product. Today, social networks and platforms through which content is created have the greatest influence in creating content. This thesis brings key theoretical insights from the field of content marketing and defines how to come up with the best content creation strategy. The work also connects popular media and social networks that are significant transmitters of quality content and helpers in achieving the right strategy. The topic of the research part of the paper was "food bloggers" and the goal was to determine how much more important to users when the content provided by "food bloggers" is placed through social networks compared to blogs