How to Improve Online Presence by Using Content Marketing
Nguyen, Hieu (2016)
Hämeen ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016111516253
https://urn.fi/URN:NBN:fi:amk-2016111516253
Tiivistelmä
Investor Eye is a startup company that was established in August 2013. The company has offered an online platform in which investors and start-ups can have a better interaction. The company aims to promote a longer relationship between start-ups and investors, as normally the relationship is a multi- single trade off. However, the firm is struggling to find and acquire new customers. Many efforts have been done but the results remain limited. Content marketing seems to be a good solution hence people are always trying to find the answer and useful information but not the list of trillion of websites. Consequently, content marketing was the theme of this thesis. The objective of this research was to introduce Investor Eye to content strategy. Within which the audience was identified, the types of content were advised and an editorial plan was given.
Both practical and theoretical practice were applied to accomplish the project. Core textbooks were the foundation of the theory applied in the project. Relevant online sources about content marketing, content creation, and useful tools provided a better scope in this area. Also, they were used to provide recommendations for the firm. Direct observation, a questionnaire and a good relationship with clients were built to implement and assure the most relevant result. Crawler tools and a questionnaire platform were used to construct the observation and the questionnaire. The overall structure of thesis was build based on the theory of project management and principles of marketing.
A finely tuned persona was created for representation to the audience. Yet, the list of ideas about content to be produced was given with suggested tools to be considered. The result also showed an editorial plan with tools to construct it. Recommendation focused on minimize the cost by finding versatile and free-to-use tools. Content marketing has great potential to grow according to the needs of people. However, to differentiate content the company has to develop its own and consistent voice. Visualized content has dominated the world recently but other types also have the potential to be more popular.
Both practical and theoretical practice were applied to accomplish the project. Core textbooks were the foundation of the theory applied in the project. Relevant online sources about content marketing, content creation, and useful tools provided a better scope in this area. Also, they were used to provide recommendations for the firm. Direct observation, a questionnaire and a good relationship with clients were built to implement and assure the most relevant result. Crawler tools and a questionnaire platform were used to construct the observation and the questionnaire. The overall structure of thesis was build based on the theory of project management and principles of marketing.
A finely tuned persona was created for representation to the audience. Yet, the list of ideas about content to be produced was given with suggested tools to be considered. The result also showed an editorial plan with tools to construct it. Recommendation focused on minimize the cost by finding versatile and free-to-use tools. Content marketing has great potential to grow according to the needs of people. However, to differentiate content the company has to develop its own and consistent voice. Visualized content has dominated the world recently but other types also have the potential to be more popular.