Content Marketing Strategy For a Highly Specialized B2B Niche Company
Nguyen, Minh Phuong (2019)
2019
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Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-2019081617869
http://urn.fi/URN:NBN:fi:amk-2019081617869
Tiivistelmä
The aim of this thesis is to establish a marketing strategy for a highly specialized B2B niche company. The case company is EFLA Oy located in Porvoo, Finland. The thesis consists of four main parts including theoretical framework, research, analysis and recommendations.
The theoretical part deals with the concept of SOSTAC model and content marketing. Based on those theories, the researcher studied and compared various theories to explore the strategy framework and content marketing concept.
There are two research methods applied in this research. Firstly, the qualitative research was conducted by the author by interviewing four members of EFLA’s Sales & Marketing Team. They were asked a set of questions which supports the author to complete her analysis and deeply understand the company situation. The second method is quantitative research. The data was collected from the company’s internal system and analysed in several sections of the thesis.
By following the SOSTAC model and the concept of content marketing, this research is aimed to contribute to EFLA’s development in marketing and building a good reputation in an international environment. The thesis could not only benefit its stakeholders, but it also could give future researchers and other SMEs which have similar characteristics an example of a content marketing strategy for B2B companies.
The theoretical part deals with the concept of SOSTAC model and content marketing. Based on those theories, the researcher studied and compared various theories to explore the strategy framework and content marketing concept.
There are two research methods applied in this research. Firstly, the qualitative research was conducted by the author by interviewing four members of EFLA’s Sales & Marketing Team. They were asked a set of questions which supports the author to complete her analysis and deeply understand the company situation. The second method is quantitative research. The data was collected from the company’s internal system and analysed in several sections of the thesis.
By following the SOSTAC model and the concept of content marketing, this research is aimed to contribute to EFLA’s development in marketing and building a good reputation in an international environment. The thesis could not only benefit its stakeholders, but it also could give future researchers and other SMEs which have similar characteristics an example of a content marketing strategy for B2B companies.