Content Marketing Strategy for a Digital Marketing Company X

Abstract

The purpose of this thesis was to find the optimal content marketing strategy that enhances client engagement and acquisition for a digital marketing agency. For this purpose, both primary and secondary research was conducted in the form of Interviews (focus groups) and survey questionnaires. For the interviews, three groups were selected and for the survey, a total of 98 responses were received. The findings suggest that the client’s hire or purchase decision depends upon a useful and attractive website, social media posting, email marketing, and YouTube and Instagram videos. Moreover, from the interview, it can be seen that the clients only engage if they view content as informative and useful. This means that agencies should focus their content strategy primarily on these channels and they should create useful content. The overall quantitative model predicts approximately 75% variance in the client hire decision. Hence, there are also other factors that impact client decisions but they are not discussed in the study.