B2B CONTENT MARKETING. CASE: ARBONAUT
Smirnova, Daria (2019)
Smirnova, Daria
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019112923472
https://urn.fi/URN:NBN:fi:amk-2019112923472
Tiivistelmä
Content marketing has an impact on every digital strategy through influencing conversion, building brand authority, encouraging trust and connection with target audience. In fact, it is a long-term strategy that makes a difference for businesses and may not be neglected in nowadays superiority of digital marketing over traditional.
The thesis aims at understanding a coherent content marketing concept through definition of common business objectives and challenges discovered by industry professionals and businesses over the years of practice and delivering a content marketing strategy for Arbonaut in a form of recommendations. The plan for Arbonaut covers content generation process with an initial focus on (1) relevant content types, (2) an ideal target audience and (3) editorial calendars as a planning tool.
The primary data was collected from interviews conducted with the marketing team members to examine current content initiative. The secondary data encompassed of literature review and statistical data gathered from articles, textbooks and industry reports.
The thesis aims at understanding a coherent content marketing concept through definition of common business objectives and challenges discovered by industry professionals and businesses over the years of practice and delivering a content marketing strategy for Arbonaut in a form of recommendations. The plan for Arbonaut covers content generation process with an initial focus on (1) relevant content types, (2) an ideal target audience and (3) editorial calendars as a planning tool.
The primary data was collected from interviews conducted with the marketing team members to examine current content initiative. The secondary data encompassed of literature review and statistical data gathered from articles, textbooks and industry reports.