The Process Of Improving The Case Company's Website Content Performance
Luong, Hong Anh (2018)
Luong, Hong Anh
Laurea-ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201801151302
https://urn.fi/URN:NBN:fi:amk-201801151302
Tiivistelmä
This thesis project was commissioned by the author’s employer, G company. The aim of the thesis was to describe the process of improving content on the G’s website in order to upgrade the company’s online brand image.
By creating contents for the website, the author wishes to support the case company in generating more leads and receiving more contacts from prospective customers. The academic goal is to represent the idea of integrating content marketing and search engine optimization best practices to master a digital marketing strategy. Hence, the author provides examples of the implementation with appropriate tools and methods which can be used in a real-life situation.
The research approach used in this thesis project is action research. The author is also the main person in charge of implementing the change within the organization. A variety of research methods were used to achieve this objective, such as: documentary analysis, competitors analysis, interviewing with stakeholders and observation. The flow of this thesis reflects the author’s progress of learning and development.
The main results of the project are as follows. The author firstly reviews critical concepts and tools for optimizing contents, followed by an analysis of the current situation of the company’s website, and insights to the target audiences gained from interviewing the CEO, the employees and investigating the competitors’ websites. These data are the foundation to build up a SWOT analysis of the website, an editorial calendar to produce content and channels to distribute the content. The result of content performances after one-month implementation is analysed based on the data exported from Google Analytics, feedback from co-workers and the author’s self-evaluation. Finally, the whole process is briefly reviewed to highlight the most important steps and some suggestions are provided for the future plan.
Keywords: search engine optimization, content marketing, digital marketing, website content.
By creating contents for the website, the author wishes to support the case company in generating more leads and receiving more contacts from prospective customers. The academic goal is to represent the idea of integrating content marketing and search engine optimization best practices to master a digital marketing strategy. Hence, the author provides examples of the implementation with appropriate tools and methods which can be used in a real-life situation.
The research approach used in this thesis project is action research. The author is also the main person in charge of implementing the change within the organization. A variety of research methods were used to achieve this objective, such as: documentary analysis, competitors analysis, interviewing with stakeholders and observation. The flow of this thesis reflects the author’s progress of learning and development.
The main results of the project are as follows. The author firstly reviews critical concepts and tools for optimizing contents, followed by an analysis of the current situation of the company’s website, and insights to the target audiences gained from interviewing the CEO, the employees and investigating the competitors’ websites. These data are the foundation to build up a SWOT analysis of the website, an editorial calendar to produce content and channels to distribute the content. The result of content performances after one-month implementation is analysed based on the data exported from Google Analytics, feedback from co-workers and the author’s self-evaluation. Finally, the whole process is briefly reviewed to highlight the most important steps and some suggestions are provided for the future plan.
Keywords: search engine optimization, content marketing, digital marketing, website content.