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
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