Hotelzon's B2B content marketing plan
Nguyen, Trang (2015)
Nguyen, Trang
Haaga-Helia ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201505229543
https://urn.fi/URN:NBN:fi:amk-201505229543
Tiivistelmä
This thesis follows a research-based structure. The objective of this research was to help the case company Hotelzon develop a practical business-to-business (B2B) content marketing plan to engage new customers. The research topic came up when the case company named Hotelzon started expanding its business to many other countries. Therefore, attracting new prospects has become a critical issue to B2B corporates in this online world and constantly changing business environment.
The first part of the project research covers the theoretical framework of content marketing. A clear definition of content and content marketing is presented to provide readers with back- ground information on the research topic. This part is followed by the reasons why content marketing is important. Two different content marketing frameworks were compared and the final theoretical framework was developed specifically for the case company.
Qualitative research was chosen as the main method to collect and analyze data. Six inter- views in total were conducted in order to gain the relevant and in-depth answers to build con- tent marketing plan. One interview with the Marketing Manager helped reveal the current sit- uation of content marketing at Hotelzon. Five interviews with potential customers were carried out to gain insights into their preferences over hotel booking tools, their most favorable con- tent as well the best marketing channels to reach them. The study could serve as a corner- stone to help Hotelzon achieve its business goals by helping the Marketing Manager develop an applicable content marketing plan and help the sales team to acquire more potential cus- tomers in the future.
The results of the qualitative research revealed some interesting differences in preferences over information by target groups. On the other hand, business travellers are interested in receiving helpful information about their business destination such as business etiquette and cultural differences; the hotel bookers are more concerned with information about business trips such as hotel location and hotel restaurant and meeting venues. All of the interviewees were willing to receive helpful information in a short and visually nice looking form. Based on the information collected, the writer has built a practical and clear content plan for Hotelzon.
The first part of the project research covers the theoretical framework of content marketing. A clear definition of content and content marketing is presented to provide readers with back- ground information on the research topic. This part is followed by the reasons why content marketing is important. Two different content marketing frameworks were compared and the final theoretical framework was developed specifically for the case company.
Qualitative research was chosen as the main method to collect and analyze data. Six inter- views in total were conducted in order to gain the relevant and in-depth answers to build con- tent marketing plan. One interview with the Marketing Manager helped reveal the current sit- uation of content marketing at Hotelzon. Five interviews with potential customers were carried out to gain insights into their preferences over hotel booking tools, their most favorable con- tent as well the best marketing channels to reach them. The study could serve as a corner- stone to help Hotelzon achieve its business goals by helping the Marketing Manager develop an applicable content marketing plan and help the sales team to acquire more potential cus- tomers in the future.
The results of the qualitative research revealed some interesting differences in preferences over information by target groups. On the other hand, business travellers are interested in receiving helpful information about their business destination such as business etiquette and cultural differences; the hotel bookers are more concerned with information about business trips such as hotel location and hotel restaurant and meeting venues. All of the interviewees were willing to receive helpful information in a short and visually nice looking form. Based on the information collected, the writer has built a practical and clear content plan for Hotelzon.