The article aims to investigate the role and features of the content and test proposed indicators for evaluating its effectiveness within the marketing enterprise communications with the client using Internet technologies. The differences between traditional content communications and content communications using unifying content have been presented. Based on review of scientific works and statistic data and results of the studies, a system of indicators for evaluating the level of content supply cost-effectiveness is proposed: average cost of attracting one user of website, coefficient of lead generation of the Internet website, average cost of attracting one lead, content effectiveness ratio, average purchase in consequence of content supply, profit from the sale of goods in consequence of content supply, profitability of using the Internet marketing tools. This system of indicators allows monitoring of content effectiveness at key stages of enterprise-customer interaction. The proposed indicators of content effectiveness were tested on two leading enterprises in the field of water purification and water supply in Ukraine: “ZIKO Company” and “BWT Ukraine”. It was concluded that only a high quality of content supply could provide an enterprise with a high level of customer conversion and significant visibility of its website in different search engines.

The article develops the conceptual foundations of natural and artificial intellectualization of the enterprise, as well as the combination of artificial and natural intelligence in managing business processes in the context of modern challenges of the business environment. Based on the methods of structural design, a system model of the enterprise is developed as the basis for intelligent management. Quantitative and qualitative effects of human–cyber–physical systems, which are the result of management intellectualization, are highlighted. The possibilities of using deviation and perturbation management methods in managing the state of enterprise development with the support of decision-making and implementation of an intelligent information system are considered. The features of making managerial decisions during intelligent enterprise management are considered. The place of the human factor in such intellectual management is highlighted, in particular, in terms of improving the intelligence of employees and the natural intellectualization of the enterprise. The problem of assessing and forecasting the state of enterprise development in the context of intellectual management is highlighted. In this context, the expediency of using mathematical methods of Markov process theory, using systems of Kolmogorov differential equations and their solutions, using numerical methods and applied software products is justified. This made it possible to study the dynamics of probabilities of states and stability of development of enterprises and their employees; the dynamics of probabilities of states of innovative and technological processes; scientific and technological, environmental, social and economic efficiency of a business. To test the proposed mathematical models for assessing and predicting the state of development of enterprises and their employees, appropriate studies were conducted on the sanatorium–resort complex in Truskavets (Ukraine).