Content Marketing Guidelines for Cementos del Norte S.A.
Espinoza, Stephanie (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019120324328
https://urn.fi/URN:NBN:fi:amk-2019120324328
Tiivistelmä
This thesis is a traditional research commissioned by Cementos del Norte S.A. in Honduras, where I did my work placement. It is a cement company, which implemented a new marketing plan two years ago. The objective of this thesis is to find out how the Cementos del Norte S.A. should improve its content marketing.
In addition, practical content marketing guidelines were recommended to the commissioning company. It also explores the influence on social networks, so that the company can create brand awareness, generate more interaction and engagement with its audience and, above all, have a greater presence on social networks. The latter is done by helping them to increase Facebook reach visits and likes, as well as to get more comments on their Facebook page. My main objective is to help them with suggestions to get started with practical content marketing guidelines for Cementos del Norte S.A. Facebook page.
The commissioning company’s presence on social media involves only a Facebook platform, which placed limitations on this thesis. However, I also provided the company with ideas for different types of content marketing that they can utilize, both to get started and to improve the quality of their content.
As a result, after analyzing their social media platform on the 16th of September 2019, the company got precise information about what is not working on their platform, along with some specific guidelines regarding the process of content marketing. Free tools were suggested to the commissioning party for its use. Through this, the commissioning company can pursue building their brand awareness, so that more people know about Cementos del Norte S.A.
As part of the thesis, guidelines were created by analyzing the results of qualitative research, understanding the company’s situation, creating buyer personas, selecting channels that fit their audience and creating a content calendar for them to utilize on their social media platforms.
In addition, practical content marketing guidelines were recommended to the commissioning company. It also explores the influence on social networks, so that the company can create brand awareness, generate more interaction and engagement with its audience and, above all, have a greater presence on social networks. The latter is done by helping them to increase Facebook reach visits and likes, as well as to get more comments on their Facebook page. My main objective is to help them with suggestions to get started with practical content marketing guidelines for Cementos del Norte S.A. Facebook page.
The commissioning company’s presence on social media involves only a Facebook platform, which placed limitations on this thesis. However, I also provided the company with ideas for different types of content marketing that they can utilize, both to get started and to improve the quality of their content.
As a result, after analyzing their social media platform on the 16th of September 2019, the company got precise information about what is not working on their platform, along with some specific guidelines regarding the process of content marketing. Free tools were suggested to the commissioning party for its use. Through this, the commissioning company can pursue building their brand awareness, so that more people know about Cementos del Norte S.A.
As part of the thesis, guidelines were created by analyzing the results of qualitative research, understanding the company’s situation, creating buyer personas, selecting channels that fit their audience and creating a content calendar for them to utilize on their social media platforms.