Micro-content, macro results : a content marketing case study in Czech language education

Abstract

This thesis analysed whether and how short-form video micro-content could facilitate the growth of a niche language teaching business with limited marketing funds. Using a single-case study of a Czech language teaching business called Fluent with Ellen, it explored how YouTube Shorts and a complementary site helped build awareness, trust, and bookings of trial lessons. The research employed a mixed-methods approach: audience reach and engagement were quantitatively assessed through YouTube Analytics, Google Analytics, Google Search Console and Google Ads, and learner motivation and decision making were explored through two semi-structured qualitative interviews. The frameworks employed in the analysis included the AIDA model, the Content Marketing Funnel, and Buyer Personas. The main finding was that while short-form video content was excellent at generating initial awareness and interest, whether lessons get booked really came down to trust, the usability of the website, and the user’s familiarity with the booking process. Search advertising was focused on decision closure, while short-form video ads were employed to bolster mid-funnel engagement. Overall, the data indicated that paid ads achieve their best results when they are part of a wider, trust-constructing organic strategy.