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Publication
RevitalizaĆ§Ć£o do BLOG EF GO
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.16 MB | Adobe PDF |
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Abstract(s)
O presente relatĆ³rio surge como resultado do estĆ”gio curricular realizado na empresa EF Education First, no Ć¢mbito do segundo ciclo do mestrado em GestĆ£o de Marketing. O estĆ”gio incidiu na produĆ§Ć£o de conteĆŗdos para o blog EF GO e em traduƧƵes para a App EF Campus Connect; e, posteriormente, na traduĆ§Ć£o de campanhas para a promoĆ§Ć£o dos cursos.
Este relatĆ³rio encontra-se divido em trĆŖs partes fundamentais. Em primeiro lugar Ć© realizado o enquadramento teĆ³rico relativo Ć s atividades desenvolvidas durante o estĆ”gio, onde sĆ£o abordados conceitos de Content Marketing; Search Engine Optimization; Blog; e KPIs (Key Performance Indicators). Segue-se a exposiĆ§Ć£o da experiĆŖncia de estĆ”gio, onde em primeira instĆ¢ncia Ć© apresentada a entidade acolhedora, seguindo-se das atividades realizadas e terminando com a anĆ”lise dos resultados. Por Ćŗltimo, sĆ£o mencionadas as conclusƵes, tendo atenĆ§Ć£o Ć s capacidades adquiridas durante o estĆ”gio bem como as suas limitaƧƵes.
Objetivo: O presente relatĆ³rio pretende descrever nĆ£o sĆ³ o trabalho efetuado em sede de EstĆ”gio, mas tambĆ©m analisar os dados e discutir as conclusƵes, tendo em conta o objetivo principal de revitalizar o Blog EF GO que se encontrava inativo apĆ³s a reduĆ§Ć£o da equipa de marketing por consequĆŖncia da pandemia que assolou o mundo, causada pelo vĆrus Covid-19.
Metodologia: Foram estudadas e selecionadas mƩtricas que melhor serviam este trabalho e analisaram-se os dados principais retirados da ferramenta Google Analytics do Blog EF GO.
Resultados e principais conclusƵes: Desde que o Blog esteve inativo atĆ© ao momento final de EstĆ”gio, observou-se uma tendĆŖncia crescente no trĆ”fego. No entanto, conclui-se que, com o crescimento de conteĆŗdos em vĆdeo e Ć”udio, os Blogs estĆ£o em declĆnio em vĆ”rios mercados.
This report rises as a result of the curricular internship at EF Education First, during the second year of the Master in Marketing Management. The internship focused on producing content for the EF GO blog and translating the app EF Campus Connect; and, later, the translation of various campaigns to promote the courses. This report is divided into three fundamental parts. Firstly, the theoretical framework related to the activities developed during the internship where concepts such as Content Marketing, Search Engine Optimization, Blog and Metrics are addressed. This is followed by a description of the internship experience where the company is presented at first instance, followed by the activities done and ending with the analysis of the results. Finally, the conclusions are mentioned, paying attention to the acquired skills during the internship and its limitations to this report. Objective: This report intends to describe not only the work carried out in the internship, but also to analyse the data and the conclusions, considering the main objective of revitalizing the EF GO Blog, which was stopped after the down-size of the marketing team during the Covid-19 months. Methodology: The metrics to be evaluated were chosen and the main data was taken from the Google Analytics tool on the EF GO Blog were analysed. Results and main conclusions: After the blog being stopped for some time, an increasing trend in traffic was observed. However, it is concluded that with the growth of video and audio content, Blogs are in decline in several markets.
This report rises as a result of the curricular internship at EF Education First, during the second year of the Master in Marketing Management. The internship focused on producing content for the EF GO blog and translating the app EF Campus Connect; and, later, the translation of various campaigns to promote the courses. This report is divided into three fundamental parts. Firstly, the theoretical framework related to the activities developed during the internship where concepts such as Content Marketing, Search Engine Optimization, Blog and Metrics are addressed. This is followed by a description of the internship experience where the company is presented at first instance, followed by the activities done and ending with the analysis of the results. Finally, the conclusions are mentioned, paying attention to the acquired skills during the internship and its limitations to this report. Objective: This report intends to describe not only the work carried out in the internship, but also to analyse the data and the conclusions, considering the main objective of revitalizing the EF GO Blog, which was stopped after the down-size of the marketing team during the Covid-19 months. Methodology: The metrics to be evaluated were chosen and the main data was taken from the Google Analytics tool on the EF GO Blog were analysed. Results and main conclusions: After the blog being stopped for some time, an increasing trend in traffic was observed. However, it is concluded that with the growth of video and audio content, Blogs are in decline in several markets.
Description
Keywords
Content Marketing Search Engine Optimization Blog MĆ©tricas