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When referring to content marketing, the emphasis is on the type of message that companies wish to convey to the customer through different advertising channels. The objective of this article was to analyze the influence of content marketing on creating customer value. The methodology consisted of a literature review, exploring scientific output from 2020 to 2023 in the ScienceDirect database. The restriction was that the concept of content marketing had to appear in the title, abstract, or keywords of each publication. The SALSA framework was used to obtain and analyze the scientific output. The results showed a scientific output of 50 works of different types, including 42 research articles that formed the unit of analysis, allowing the determination of content marketing trends. Four thematic areas were identified in this review: Content marketing in B2B and B2C companies, the creative role of real-time content, the impact of content marketing in the tourism sector, and the alignment of published content with the company's marketing objectives. A non-linear growth pattern is observed in scientific output, with significant growth in 2021, a decline in 2022, and a recovery in 2023, reflecting shifts in thematic priorities rather than a loss of academic interest. The literature reviewed suggests that content marketing is not an isolated marketing technique, but rather a strategy that provides value and sustainable competitive advantages in a highly competitive environment.
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