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Authors
Abstract(s)
O copywriting é uma estratégia composta por ferramentas intangíveis como as palavras e os sentimentos para alcançar um resultado no mundo real. Trata-se de conduzir um leitor a uma ação, seja a compra de um produto ou uma simples subscrição de uma newsletter.
Como objetivo principal deste estudo tem-se a compreensão e análise da estratégia de copywriting utilizada pelos profissionais de marketing digital na divulgação dos seus cursos online.
Concretizou-se 6 casos de estudo e recorreu-se a uma metodologia qualitativa, nomeadamente através de técnicas como a análise de conteúdo e as entrevistas semiestruturadas.
Os casos de estudo foram escolhidos a partir de certos requisitos como, ser profissional na área do marketing digital, dar formação online e estar a promover os seus cursos online no período de análise (março de 2021). Os selecionados foram os especialistas em marketing digital Paulo Faustino, Roberto Cortez, Marco Gouveia, Vasco Marques, Pedro Caramez e Frederico Carvalho.
Pretendeu-se estudar as técnicas de copywriting aplicadas nos copies dos especialistas relativamente ao Conteúdo Orgânico, Conteúdo Patrocinado, Conteúdo de Landing Pages, Conteúdo de Websites e Conteúdo de Email Marketing.
A análise destes copies foi feita através do software webQDA. Os resultados obtidos permitiram saber de que modo os especialistas aplicam uma estratégia de copywriting nos seus conteúdos, identificar quais as técnicas mais utilizadas e quais geram mais conversão para os seus cursos online, nomeadamente o gatilho emocional da prova social através de anúncios em redes sociais.
Apesar de estes profissionais não serem especializados em copywriting, possuem algum conhecimento na área. No entanto, existe um longo caminho para alguns. Este estudo espera proporcionar e inspirar a adoção de uma estratégia de copywriting ajudando a triunfar em todos os negócios.
Copywriting is a strategy composed of intangible tools such as words and feelings to achieve a result in the real world. It’s about driving a reader to an action, whether it’s buying a product or simply subscribing to a newsletter. The main objective of this study is to understand and analyse copywriting strategies used by digital marketing professionals in the promotion of their online courses. Six case studies were carried out and a qualitative methodology was used, namely through techniques such as content analysis and semi-structured interviews. The case studies were chosen based on certain requirements such as being a digital marketing professional, providing online training and promoting their online courses during the period under review (March 2021). Those selected were the digital marketing specialists Paulo Faustino, Roberto Cortez, Marco Gouveia, Vasco Marques, Pedro Caramez and Frederico Carvalho. Copywriting techniques applied in the specialists’ copies were studied in the Organic Content, Sponsored Content, Landing Pages Content, Website Content and Email Marketing Content. The analysis of these copies was done using the webQDA software. The results showed how specialists apply a copywriting strategy in their content, as well as which techniques are most used and which generate more conversion for their online courses, namely the emotional trigger of social proof through social media ads. Although these professionals are not specialized in copywriting, they have some knowledge in the area. However, there is a long way to go for some. This study hopes to provide and inspire the adoption of a copywriting strategy helping to achieve success in all businesses.
Copywriting is a strategy composed of intangible tools such as words and feelings to achieve a result in the real world. It’s about driving a reader to an action, whether it’s buying a product or simply subscribing to a newsletter. The main objective of this study is to understand and analyse copywriting strategies used by digital marketing professionals in the promotion of their online courses. Six case studies were carried out and a qualitative methodology was used, namely through techniques such as content analysis and semi-structured interviews. The case studies were chosen based on certain requirements such as being a digital marketing professional, providing online training and promoting their online courses during the period under review (March 2021). Those selected were the digital marketing specialists Paulo Faustino, Roberto Cortez, Marco Gouveia, Vasco Marques, Pedro Caramez and Frederico Carvalho. Copywriting techniques applied in the specialists’ copies were studied in the Organic Content, Sponsored Content, Landing Pages Content, Website Content and Email Marketing Content. The analysis of these copies was done using the webQDA software. The results showed how specialists apply a copywriting strategy in their content, as well as which techniques are most used and which generate more conversion for their online courses, namely the emotional trigger of social proof through social media ads. Although these professionals are not specialized in copywriting, they have some knowledge in the area. However, there is a long way to go for some. This study hopes to provide and inspire the adoption of a copywriting strategy helping to achieve success in all businesses.
Description
Keywords
Marketing digital Copywriting Cursos Online Casos de estudo Digital marketing Copywriting Online courses Study cases