Résumé: This study aims to explore the impact of content marketing on improving the marketing performance of an organization through consumer purchasing behavior as an intermediary variable. It also attempts to examine content marketing as a new trend in the field of digital marketing within Jumia Algeria. The study relied on a questionnaire as the main tool for data collection, which contained 49 items and was distributed to a sample of 300 individuals. The study hypotheses were tested using path analysis and structural equation modeling to analyze mediation, with the help of the SPSSv26 and AMOSv25 statistical software packages. The study concluded several findings, the most important being the direct impact of the content marketing strategy on achieving marketing performance. It also found an indirect positive effect of the content marketing strategy on marketing performance through consumer purchasing behavior as a mediating variable. The study recommended that consumer purchasing behavior should be studied more closely, focusing on the customer by tracking the purchasing process and identifying factors influencing the purchase decision. Additionally, it emphasized the need for the organization to prioritize content marketing strategy, given that over 80% of Jumia Algeria's products are sold online. The results demonstrated a positive impact of content marketing elements on consumer purchasing behavior, which helps achieve good marketing performance, expand market share, generate high profits, and earn customer satisfaction and loyalty.