Keywords
social media
SMEs
digital sales
digital marketing
Latin America
How to Cite
Abstract
Content marketing on social media has become a relevant strategy for micro, small, and medium-sized enterprises seeking to strengthen their digital presence, attract customers, and increase sales in competitive environments. However, many SMEs use platforms such as Instagram, Facebook, TikTok, or WhatsApp Business empirically, without clear planning regarding content, target audiences, formats, performance indicators, or commercial conversion paths. objective: To analyze the academic literature on the use of content marketing on social media as a strategy to increase sales in SMEs in Colombia and Latin America. methodology: An integrative literature review with a qualitative, documentary, and descriptive-analytical approach was conducted, organized through the SALSA protocol and supported by transparency criteria inspired by PRISMA. results: Six thematic categories were identified: content marketing as a strategy for value and trust; social media as commercial channels for SMEs; the relationship between content, purchase intention, and sales; digital capabilities required to sell through social media; barriers to digital adoption; and research gaps in Colombia and Latin America. Digital presence alone does not guarantee increased sales, since the commercial impact of content depends on its articulation with segmentation, value proposition, brand language, calls to action, digital customer service, and conversion measurement. conclusions: Content marketing can contribute to SME commercial performance when it ceases to be an intuitive practice and becomes integrated into a commercial strategy based on content, interaction, trust, and customer follow-up
References
Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N. I., & Mohd Shuib, N. L. (2015). Factors influencing the use of social media by SMEs and its performance outcomes. Industrial Management & Data Systems, 115(3), 570–588. https://doi.org/10.1108/IMDS-07-2014-0205
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48, 79–95. https://doi.org/10.1007/s11747-019-00695-1
Bricio Samaniego, K. I., Calle Mejía, J. L., & Zambrano Paladines, M. M. (2018). El marketing digital como herramienta en el desempeño laboral en el entorno ecuatoriano: Estudio de caso egresados de la Universidad de Guayaquil. Universidad y Sociedad, 10(4), 103–109. https://rus.ucf.edu.cu/index.php/rus/article/view/984
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7.ª ed.). Pearson.
Dini, M., Gligo, N., & Patiño, A. (2021). Transformación digital de las mipymes: Elementos para el diseño de políticas. Comisión Económica para América Latina y el Caribe. https://hdl.handle.net/11362/47183
Du Plessis, C. (2017). The role of content marketing in social media content communities. SA Journal of Information Management, 19(1), 1–7. https://doi.org/10.4102/sajim.v19i1.866
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Elkhoudary, A., Yadav, J. K., & Alam, M. M. D. (2026). Digital marketing capabilities as drivers of SME innovation and performance: A systematic literature review and research agenda for emerging economies. Humanities and Social Sciences Communications, 13, Article 605. https://doi.org/10.1057/s41599-026-07126-x
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118–126. https://doi.org/10.1016/j.jbusres.2016.05.001
Grant, M. J., & Booth, A. (2009). A typology of reviews: An analysis of 14 review types and associated methodologies. Health Information & Libraries Journal, 26(2), 91–108. https://doi.org/10.1111/j.1471-1842.2009.00848.x
Guerrero-Rentería, L. H. (2025). Revisión bibliográfica del uso del marketing digital y herramientas tecnológicas en las Pymes colombianas como estrategia organizacional. Revista GEON (Gestión, Organizaciones y Negocios), 12(1), e-1172. https://doi.org/10.22579/23463910.1172
Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: Marketers’ perceptions of best practice. Journal of Research in Interactive Marketing, 8(4), 269–293. https://doi.org/10.1108/JRIM-02-2014-0013
Hollebeek, L. D., & Macky, K. (2019). Digital content marketing’s role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45, 27–41. https://doi.org/10.1016/j.intmar.2018.07.003
Järvinen, J., & Taiminen, H. (2016). Harnessing marketing automation for B2B content marketing. Industrial Marketing Management, 54, 164–175. https://doi.org/10.1016/j.indmarman.2015.07.002
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
León Alberca, T., Calva Cabrera, D., Renés Arellano, P., & Inzunza Acedo, B. (2025). Instagram c omo herramienta digital para la comunicación y posicionamiento de marcas de moda: Estudio de caso en Ecuador. Universitas, Num. 42. https://doi.org/10.17163/uni.n42.2025.09
Luque-Ortiz, S. (2020). Estrategias de marketing digital utilizadas por empresas del retail deportivo. Revista CEA, 7 (13) . https://doi.org/10.22430/24223182 .1650
Matumba, M., Rajkoomar, M., & Phaladi, M. P. (2026). Digital marketing in academic libraries: A systematic literature review using PRISMA method. Digital Library Perspectives. Advance online publication. https://doi.org/10.1108/DLP-10-2025-0211
Merino Cava, L. G., & Valdiviezo Sir, V. M. (2022). Tendencias en el uso de redes sociales como estrategia de marketing digital, 2013-2022: Una revisión bibliográfica. Revista Científica Epistemia, 9(2), 32–41. https://doi.org/10.26495/rce.v9i2.2320
Nieves-Casasnovas, J. J., & Lozada-Contreras, F. (2022). Objetivos de comunicación de marketing a través del marketing de contenidos digitales en redes sociales. Forum Empresarial, 25(1). https://www.redalyc.org/articulo.oa?id=63166575003
Odoom, R., Anning-Dorson, T., & Acheampong, G. (2017). Antecedents of social media usage and performance benefits in small- and medium-sized enterprises. Journal of Enterprise Information Management, 30(3), 383–399. https://doi.org/10.1108/JEIM-04-2016-0088
Olaya Molano, J. C., Mejía Henao, P. A., & Casanova Villarreal, A. M. (2022). Tácticas de marketing digital implementadas en las mipymes del sector textil de Bogotá, Colombia, para captar clientes antes y durante la pandemia del COVID-19. Revista Estrategia Organizacional, 11(2) 65-83. https://doi.org/10.22490/25392786.6115
Pachucho-Hernández, P., Cueva Estrada, J., Sumba, N., & Delgado Figueroa, S. P. (2021). Marketing de contenidos y la decisión de compra del consumidor de la generación Y. IPSA Scientia: Revista Científica Multidisciplinaria, 6(3) 44-59. https://doi.org/10.25214/27114406.1123
Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., Akl, E. A., Brennan, S. E., Chou, R., Glanville, J., Grimshaw, J. M., Hróbjartsson, A., Lalu, M. M., Li, T., Loder, E. W., Mayo-Wilson, E., McDonald, S., McGuinness, L. A., Stewart, L. A., Thomas, J., Tricco, A. C., Welch, V. A., Whiting, P., & Moher, D. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. BMJ, 372, article n71. https://doi.org/10.1136/bmj.n71
Palacios, D. L., Mero, M. M., Álvarez, C. A., & Solís, V. J. (2020). El social media marketing y su influencia en la demanda de productos artesanales de Montecristi, Ecuador. ECA Sinergia, 11(1), 27–43. https://doi.org/10.33936/eca_sinergia.v11i1.1644
Paul, J., & Rosado-Serrano, A. (2019). Gradual internationalization vs born-global/international new venture models: A review and research agenda. International Marketing Review, 36(6), 830–858. https://doi.org/10.1108/IMR-10-2018-0280
Perdigón Llanes, R., Viltres Sala, H., & Madrigal Leiva, I. R. (2018). Estrategias de comercio electrónico y marketing digital para pequeñas y medianas empresas. Revista Cubana de Ciencias Informáticas, 12(3), 192–208. https://www.redalyc.org/articulo.oa?id=378365832014
Pitre Redondo, R. C., Builes Zapata, S. E., & Hernández Palma, H. G. (2021). Impacto del marketing digital a las empresas colombianas emergentes. Revista Universidad & Empresa, 23(40), 1–20. https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.9114
Pulizzi, J. (2012). The rise of storytelling as the new marketing. Publishing Research Quarterly, 28(2), 116–123. https://doi.org/10.1007/s12109-012-9264-5
Rapezzi, M. (2026). Brand language on social media: A systematic literature review. Italian Journal of Marketing, 2026, Article 8. https://doi.org/10.1007/s43039-026-00131-7
Rendón Londoño, L. M., Ospina Londoño, Y., Palacio Pareja, M., Arcila Acosta, C. A., & Bermeo Giraldo, M. C. (2022). Factores perceptuales del uso del marketing digital en pequeñas y medianas empresas. Cuadernos Latinoamericanos de Administración, 18(35), 1–15. https://doi.org/10.18270/cuaderlam.v18i35.3726
Rubio Mendoza, K. L. (2023). Marketing de contenidos en Instagram: El caso Natural Pau Organic en Lima. Gestión en el Tercer Milenio, 26(52). https://doi.org/10.15381/gtm.v26i52.27077
Saavedra, F. U., Rialp, J., & Llonch, J. (2013). El uso de las redes sociales digitales como herramienta de marketing en el desempeño empresarial. Cuadernos de Administración, 26(47), 205–231. http://www.redalyc.org/articulo.oa?id=20531182009
Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333–339. https://doi.org/10.1016/j.jbusres.2019.07.039
Striedinger, M. P. (2018). El marketing digital transforma la gestión de pymes en Colombia. Cuadernos Latinoamericanos de Administración, 14(27). https://www.redalyc.org/articulo.oa?id=409658132001
Suominen, K. (2019). El comercio digital en América Latina: ¿Qué desafíos enfrentan las empresas y cómo superarlos? Serie Comercio Internacional, 145. Comisión Económica para América Latina y el Caribe. https://repositorio.cepal.org/handle/11362/44976
Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633–651. https://doi.org/10.1108/JSBED-05-2013-0073
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703–708. https://doi.org/10.1016/j.bushor.2014.07.002
Trainor, K. J., Andzulis, J., Rapp, A., & Agnihotri, R. (2014). Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research, 67(6), 1201–1208. https://doi.org/10.1016/j.jbusres.2013.05.002
Tranfield, D., Denyer, D., & Smart, P. (2003). Towards a methodology for developing evidence-informed management knowledge by means of systematic review. British Journal of Management, 14(3), 207–222. https://doi.org/10.1111/1467-8551.00375
Trejos-Gil, C. A. (2020). Pertinencia del marketing digital en las empresas de Aburrá Sur. Revista EAN, 88, 81–101. https://doi.org/10.21158/01208160.n88.2020.2696
Uribe Beltrán, C. I. (2023). Evolución de la comunicación en marketing de pequeñas empresas en América Latina: Revisión de literatura. Revista Luciérnaga-Comunicación, 15(29). https://doi.org/10.33571/revistaluciernaga.v15n29.a3
Uribe Beltrán, C. I., & Sabogal Neira, D. F. (2021). Marketing digital en micro y pequeñas empresas de publicidad de Bogotá. Revista Universidad & Empresa, 23(40), 1–22. https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.8730
Vega Atiencie, T. I., Tapia Jaramillo, J. L., & Tapia Espinoza, N. J. (2025). Marketing de contenidos y su influencia en la intención de compra: Revisión sistemática. Science Evolution, 4(3) 22-35. https://doi.org/10.61325/ser.v4i3.204
Whittemore, R., & Knafl, K. (2005). The integrative review: Updated methodology. Journal of Advanced Nursing, 52(5), 546–553. https://doi.org/10.1111/j.1365-2648.2005.03621.x
This work is licensed under a Creative Commons Attribution 4.0 International License.