Visit Tampere Ltd : Content Marketing Strategy for German-Speaking Market
Lindfors, Emmiina (2018)
Lindfors, Emmiina
Tampereen ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018120119422
https://urn.fi/URN:NBN:fi:amk-2018120119422
Tiivistelmä
This thesis was commissioned by Visit Tampere Ltd. Visit Tampere is an organization working in the fields of tourism, events and congresses. The aim was to establish a well-defined content marketing strategy for German-speaking target market. The company has recently opened a new website and needed a structured content marketing plan to gain more website visitors.
The thesis is trying to find more valid information of how to make the engagement to be stronger amongst the German-speaking website visitors and whether the problem is on content; how to create value, so the website visitors will return to the website again. Also, how to target their content marketing so that the website visitors, who are the target audience of the company, will engage with the content.
The topic has been approached with theoretical framework by examining the current situation of content marketing, how content attributes to search engine optimization and how does the company apply Google Analytics to website traffic tracking. The study was made as a quantitative study and online survey were used as a data collection method. The online survey was placed in the commissioning company's German-language website for the time period of 14.8.-23.9.2018. The results of the online survey were analyzed mainly by comparing the results to existing secondary data, such as the study conducted by Tutkimus- ja Analysointikeskus TAK Oy and analytics gained from the commissioning company's Google Analytics and Google Data Studio.
The analyzed results showed that Visit Tampere does not need major changes to its website and social media content in order to attract German-speaking website visitors. Regardless, the results showed that the company should improve their content regarding nature and lifestyle theme, as well as search engine optimization, which also had a huge part in attracting new website visitors.
The thesis will give new ideas and perspective for Visit Tampere when planning their content marketing measures for German-speaking market as well as detailed information on the target market.
The thesis is trying to find more valid information of how to make the engagement to be stronger amongst the German-speaking website visitors and whether the problem is on content; how to create value, so the website visitors will return to the website again. Also, how to target their content marketing so that the website visitors, who are the target audience of the company, will engage with the content.
The topic has been approached with theoretical framework by examining the current situation of content marketing, how content attributes to search engine optimization and how does the company apply Google Analytics to website traffic tracking. The study was made as a quantitative study and online survey were used as a data collection method. The online survey was placed in the commissioning company's German-language website for the time period of 14.8.-23.9.2018. The results of the online survey were analyzed mainly by comparing the results to existing secondary data, such as the study conducted by Tutkimus- ja Analysointikeskus TAK Oy and analytics gained from the commissioning company's Google Analytics and Google Data Studio.
The analyzed results showed that Visit Tampere does not need major changes to its website and social media content in order to attract German-speaking website visitors. Regardless, the results showed that the company should improve their content regarding nature and lifestyle theme, as well as search engine optimization, which also had a huge part in attracting new website visitors.
The thesis will give new ideas and perspective for Visit Tampere when planning their content marketing measures for German-speaking market as well as detailed information on the target market.