Content marketing is the creation, distribution and sharing of purely digital content by companies to attract and engage consumers. Up to now, has been the attractiveness of content the biggest challenge that companies were facing to create valuable content. The Web 2.0 poses new challenges to companies, in terms of opportunities and threats. In the Web 2.0 in facts, companies are not the only who can create valuable content: in this context, even people become editor, thanks to the ICT, increasingly accessible to non-experts. What characterizes Web 2.0, and social media in particular, is the shift from the paradigm of communication (the company is the issuer and the consumer is the receiver) to the paradigm of conversation (both the firm and the consumer, at the same time, are issuers and receivers). This paradigm shift is also about content marketing, which becomes digital content marketing. In this case, however, it is not just about new (digital) channels for content already seen, but a new approach, which also brings conversation in content marketing. The paper analyses the phenomenon that takes place online where contents created by companies are transformed by customers (new editor of valuable content), without losing the connection to the original content. The topic of content marketing is then revisited: the focus is on what happens to the content promotional videos created by businesses once they are intercepted and processed by the fans, especially on the YouTube platform, and in the form of parody. The analysis carried out through the calculation of Engagement Rate, a content analysis followed by a sentiment one, and an experiment of emotion tracking via a face reading software, has shown that video parodies are actually able to create additional value (in terms of positive perception, viral opportunities and engaging rate) compared to that generated by the creative and editorial efforts companies investing in content marketing.
Keywords: Digital content marketing, social media, User Generated Content, parody, video, YouTube.