Building B2B brand awareness with content marketing Case: Viet Trang Export Company Limited

Abstract

In recent years, with the technological revolution, the forms of marketing have been reshaped and evolved. In particular, there is a vigorous development of building a content marketing strategy in the Business-to-Business context. Therefore, the aim of this thesis is to analyze the most feasible ways for businesses to enhance its brand awareness by utilizing the content marketing tools, especially for startups and midsize companies. The case company Viet Trang Handicraft is introduced in the first chapter. The literature part of this paper concentrated on two main areas which are brand awareness and content marketing tools. Firstly, the relation between brand equity and brand awareness, buyer’s journey and lead generation process are discussed in detailed. Secondly, the inbound marketing concept, relation between content marketing and brand awareness are studied thoroughly. Finally, primary information source was implemented in the theoretical parts of this research topic. In regard to the empirical study, it was conducted by the qualitative research method for gaining in-dept insights from relevant individuals in the case company and an specialist in the form of an email interview. Professional point of views and perception were collected in order to evaluate the validity and reliability the study. The study enables to clarify more how the industry insiders view content marketing as a strategic tool for their branding. The result comprised the impacts of content marketing on B2B brand awareness establishment which was indicated by the answers of the research questions and the author withdraw insights. In addition, based on theoretical research, a content marketing plan outline was proposed to the case company in order to enhance its brand awareness effectively.