Development of a target group-orientated blog for customers of a B2B company: Concept development using the example of the Meesenburg Group
Heskamp, Annika (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202503144289
https://urn.fi/URN:NBN:fi:amk-202503144289
Tiivistelmä
Business-to-business companies are faced with the challenge of acquiring and and retaining customers in a competitive environment. The medium-sized wholesale company Meesenburg is also facing these challenges and has set itself the goal of
establishing itself as an expert partner in the construction industry. One way of achieving this goal is to set up a company blog. As part of this Master's thesis, a concept for an online blog was therefore developed for the Meesenburg Group. With the help of literature research and an expert interview with an SEO consultant, the foundations were laid. Subsequently, in order to research the blog and online usage behaviour of the target group of craft businesses, a quantitative online survey and qualitative interviews were conducted. The results were analysed using frequency and cross tabulations and qualitative content analysis and used for the creation of the concept. Blog posts were to be published on a weekly basis and primarily distributed via newsletter, e-mail and the online shop. Interesting topics from the direct working environment, such as products, windows and doors, installation, occupational safety and
guidelines. In addition to texts blog posts, images and graphics, videos and sketches or technical drawings are preferred. The blog posts should be consumable within around one to three minutes of reading time. They should contain and explain technical terms. In a professional context, blogs are mostly used to obtain information and less for
entertainment. With regard to the use of artificial intelligence to create posts, neither a rejection nor a preference for human-written posts was found.
establishing itself as an expert partner in the construction industry. One way of achieving this goal is to set up a company blog. As part of this Master's thesis, a concept for an online blog was therefore developed for the Meesenburg Group. With the help of literature research and an expert interview with an SEO consultant, the foundations were laid. Subsequently, in order to research the blog and online usage behaviour of the target group of craft businesses, a quantitative online survey and qualitative interviews were conducted. The results were analysed using frequency and cross tabulations and qualitative content analysis and used for the creation of the concept. Blog posts were to be published on a weekly basis and primarily distributed via newsletter, e-mail and the online shop. Interesting topics from the direct working environment, such as products, windows and doors, installation, occupational safety and
guidelines. In addition to texts blog posts, images and graphics, videos and sketches or technical drawings are preferred. The blog posts should be consumable within around one to three minutes of reading time. They should contain and explain technical terms. In a professional context, blogs are mostly used to obtain information and less for
entertainment. With regard to the use of artificial intelligence to create posts, neither a rejection nor a preference for human-written posts was found.