Leading website content marketing : business-to-business customer perspective
Siren, Minna (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052314942
https://urn.fi/URN:NBN:fi:amk-2024052314942
Tiivistelmä
The goal of this thesis was to create a website content marketing handbook for the commissioner company. The thesis was defined to the company's business customers, who participate in purchasing processes as part of their occupation. The theoretical framework deals with the different stages of purchase processes and the customer experience around digital content marketing. The framework is divided into two parts, which discuss the subject on one hand from the customer's point of view and on the other hand from the seller company's point of view.
The understanding of website content marketing was studied from academic articles, professional literature, and expert sources available online. The theoretical framework includes previous research on purchase processes, digital customer journey, customer experience, understanding of the customer's world, search engine optimisation and content marketing.
Research data was collected by sending an email survey to the company's B2B customers. The purpose of the survey was to understand at which stages of the purchase path and what kind of information customers search online and which social media channels they prefer. The Webropol platform was used to create the survey and collect data.
The development work was carried out through online brainstorming session, workshops, and keywords analysis. The company's customer personas were created in a brainstorming session and finalized in a workshop. The keyword analysis, implemented in the thesis, exemplifies the search engine optimization of the contents. The thesis was completed in during summer 2023 – spring 2024.
The outcome of the research results and development work was a website content marketing handbook, which contains instructions for creating website content. The manual covers the following subject areas: the company's business customer personas, digital customer journey, keyword research, content production and content sharing.
The understanding of website content marketing was studied from academic articles, professional literature, and expert sources available online. The theoretical framework includes previous research on purchase processes, digital customer journey, customer experience, understanding of the customer's world, search engine optimisation and content marketing.
Research data was collected by sending an email survey to the company's B2B customers. The purpose of the survey was to understand at which stages of the purchase path and what kind of information customers search online and which social media channels they prefer. The Webropol platform was used to create the survey and collect data.
The development work was carried out through online brainstorming session, workshops, and keywords analysis. The company's customer personas were created in a brainstorming session and finalized in a workshop. The keyword analysis, implemented in the thesis, exemplifies the search engine optimization of the contents. The thesis was completed in during summer 2023 – spring 2024.
The outcome of the research results and development work was a website content marketing handbook, which contains instructions for creating website content. The manual covers the following subject areas: the company's business customer personas, digital customer journey, keyword research, content production and content sharing.