Developing content marketing for a circus association
Silvennoinen, Mia (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025120532917
https://urn.fi/URN:NBN:fi:amk-2025120532917
Tiivistelmä
Marketing includes many different concepts and approaches, and organizations need to know how to use them to reach and connect with their audiences. The objective of this study was to examine how small organizations can develop their content marketing on Facebook and Instagram to improve visibility, attract followers, and support the launch of a new service. The study also aimed to give practical advice on what kind of content the commissioner should create and share to gain more attention, and how it could encourage followers to take part and engage more actively.
The research was carried out using a qualitative case study approach. The data were gathered through semi-structured interviews with representatives of small organizations active in the circus and yoga fields. A social media background analysis of the participants’ Facebook and Instagram accounts was conducted to give additional context and support the findings from the interviews. A thematic analysis was used to analyse the collected data and to identify recurring patterns and themes in content marketing practices and audience engagement strategies. This was then compared with findings from previous studies to provide a broader context and support the credibility of the results.
The study showed that short videos, Reels, and image carousels can help increase engagement and support authentic interaction with the audience, which confirms previous research findings. User-generated content proved to be an effective approach, enabling followers to contribute content, strengthening their community involvement, and building trust without additional costs. Even though small organizations often have limited resources and no clear content plan, with good preparation and audience-focused posts, they can improve both visibility and engagement.
Keywords: content marketing, customer engagement, organic marketing
The research was carried out using a qualitative case study approach. The data were gathered through semi-structured interviews with representatives of small organizations active in the circus and yoga fields. A social media background analysis of the participants’ Facebook and Instagram accounts was conducted to give additional context and support the findings from the interviews. A thematic analysis was used to analyse the collected data and to identify recurring patterns and themes in content marketing practices and audience engagement strategies. This was then compared with findings from previous studies to provide a broader context and support the credibility of the results.
The study showed that short videos, Reels, and image carousels can help increase engagement and support authentic interaction with the audience, which confirms previous research findings. User-generated content proved to be an effective approach, enabling followers to contribute content, strengthening their community involvement, and building trust without additional costs. Even though small organizations often have limited resources and no clear content plan, with good preparation and audience-focused posts, they can improve both visibility and engagement.
Keywords: content marketing, customer engagement, organic marketing