Content Marketing : A Case of Glow Limited Company

Abstract

The purpose of this thesis project was to create a feasible content marketing plan for Glow Limited Company, a small- to medium-sized enterprise operating in marketing and event management in Viet Nam. The case company was the location of the author’s first job placement. Previously, the company has not had an effective plan for content marketing. Specifically, the company’s website and Facebook page have not been working well and needed renewal.

The theoretical framework discusses the role of marketing in event management, defines content marketing, and examines the correlation between content, search, and social media in content marketing and the procedure for creating a content marketing plan. The materials for the theoretical framework were collected from literature, published in credible print and online sources.

Both qualitative and quantitative research methods were used to collect and analyze data for the purpose of the thesis.

The thesis report also contains a proposal for a content marketing plan to the case company to improve its visibility on the market, specifically on the internet, based on the integration of theory and the research results. They are the company’s website and Facebook page. This thesis will be shared with the company management on the agreement before the thesis process happened

Keywords: marketing, content marketing plan, social media marketing.