Online Content Marketing Strategy : Case: Mediatalo Toimelias Oy
Popova, Ekaterina (2014)
Saimaan ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201405117096
https://urn.fi/URN:NBN:fi:amk-201405117096
Tiivistelmä
The purpose of the study was to get a deeper knowledge of content marketing concepts, its techniques, benefits, challenges and trends, and to create an online content marketing strategy and give clear guidelines to the case company on how to lead customers through the buying cycle.
The data for this study were gathered from the various sources, particularly articles and books. The information concerned core concepts of content marketing, consumer behaviour, Internet channels, customer attraction and engagement. The qualitative research method was selected for acquiring data and analyzing the research results. Empirical findings were collected from personal semi-structured interviews with frontline employees in the case company and analyzed with the help of content analysis.
The results of the study revealed the importance of content marketing in today’s world. By examining the information on the current customers, their characteristics, pain points, needs and preferences were revealed together with the best way to influence their behaviour with the help of content marketing. Based on the findings, clear guidelines were given to the case company on how to utilize different techniques and content in the most effective and efficient way in order to attract new prospects and increase leads and sales.
The data for this study were gathered from the various sources, particularly articles and books. The information concerned core concepts of content marketing, consumer behaviour, Internet channels, customer attraction and engagement. The qualitative research method was selected for acquiring data and analyzing the research results. Empirical findings were collected from personal semi-structured interviews with frontline employees in the case company and analyzed with the help of content analysis.
The results of the study revealed the importance of content marketing in today’s world. By examining the information on the current customers, their characteristics, pain points, needs and preferences were revealed together with the best way to influence their behaviour with the help of content marketing. Based on the findings, clear guidelines were given to the case company on how to utilize different techniques and content in the most effective and efficient way in order to attract new prospects and increase leads and sales.