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| 1.88 MB | Adobe PDF |
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Abstract(s)
No presente documento é abordado o tema marketing de conteúdo e é apresentada a importância deste numa estratégia de marketing digital. Para além disso, são expostos os requisitos para desenvolver uma estratégia de conteúdo eficaz.
O marketing de conteúdo é o pilar da estratégia inbound marketing. Uma vez demonstrado o poder deste, é analisado um caso de estudo de uma empresa de latícinios.
Durante o período de estágio considerou-se essencial alterar a estatrégia que até então estava a ser implementada dado que, conforme a literatura, uma estratégia voltada na divulgação do produto ou serviço não é eficiente e não gera os resultados que são esperados.Assim, a estratégia colocada em prática para a empresa de latícinios foi o marketing de conteúdo.
São apresentados e comparados resultados antecedentes ao estágio e depois de executada a estratégia nas redes sociais da marca.
This document addresses the topic of content marketing and presents its importance in a digital marketing strategy. In addition, the requirements for developing an effective content strategy are exposed. Content marketing is the cornerstone of inbound marketing strategy. Once its power has been demonstrated, a case study of a dairy company is analyzed. During the internship period, it was considered essential to change the strategy that was being implemented until then, since, according to the literature, a strategy focused on the dissemination of the product or service is not efficient and does not generate the results that are expected. So, the strategy put in place for the dairy company was content marketing. Results are presented and compared prior to the internship and after executing the strategy on the brand's social networks.
This document addresses the topic of content marketing and presents its importance in a digital marketing strategy. In addition, the requirements for developing an effective content strategy are exposed. Content marketing is the cornerstone of inbound marketing strategy. Once its power has been demonstrated, a case study of a dairy company is analyzed. During the internship period, it was considered essential to change the strategy that was being implemented until then, since, according to the literature, a strategy focused on the dissemination of the product or service is not efficient and does not generate the results that are expected. So, the strategy put in place for the dairy company was content marketing. Results are presented and compared prior to the internship and after executing the strategy on the brand's social networks.
Description
Keywords
Marketing de conteúdo Copywriting Marketing digital Redes sociais Estudo de caso Content marketing Copywriting Digital marketing Social media Case study