Challenges of a Content Creator in the Era of Digital Marketing
Kajander, Hanna (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019060314472
https://urn.fi/URN:NBN:fi:amk-2019060314472
Tiivistelmä
The digital era has shaped the marketing world and thus marketers must adapt and find out new ways to attract customers. Today, ‘content’ is a familiar word among digi-tal marketers. The purpose of this study is to examine the challenges and limitations that content creators encounter in their work.
The study is divided into two main parts: theoretical and empirical. The theoretical part of the study consists of two sections that concentrate on discussing the concepts of digital, inbound, and content marketing as well as brand. The theoretical framework of the study is based on the published literature related to the field.
The empirical part of the study examines the results through different themes. The themes have been divided as follows: content, content culture, content strategy, tar-get market, search engine optimisation and technology, and brand. The study was conducted as a qualitative research, and the data was gathered by interviewing three content marketing professionals.
The results of the study indicate that there are many challenges and limitations con-cerning the content creator’s work. Intense competition, lack of time and lack of sup-port are considered as the main challenges in content creation. The results of the study can advise companies and professionals on how to better streamline content creation.
The study is divided into two main parts: theoretical and empirical. The theoretical part of the study consists of two sections that concentrate on discussing the concepts of digital, inbound, and content marketing as well as brand. The theoretical framework of the study is based on the published literature related to the field.
The empirical part of the study examines the results through different themes. The themes have been divided as follows: content, content culture, content strategy, tar-get market, search engine optimisation and technology, and brand. The study was conducted as a qualitative research, and the data was gathered by interviewing three content marketing professionals.
The results of the study indicate that there are many challenges and limitations con-cerning the content creator’s work. Intense competition, lack of time and lack of sup-port are considered as the main challenges in content creation. The results of the study can advise companies and professionals on how to better streamline content creation.