Loading...
Publication
O Marketing de Conteúdo como estratégia de marca: o caso do Choupana Caffé
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 14.95 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Na atual era tecnológica, o marketing de conteúdo ganhou destaque
por parte das empresas que pretendem promover conteúdo
relevante para os seus consumidores e para que, futuramente,
exista um aumento de notoriedade. A escolha do tema para esta
investigação resulta das funções desempenhadas ao longo de um
estágio curricular que decorreu na agência de comunicação e
marketing digital em Lisboa, a Keep it Real. Ao longo de todas as
tarefas executadas tornou-se notório que existia uma marca com
maiores fragilidades ao nível do conteúdo desenvolvido, o
Choupana Caffe, uma cafetaria/padaria de fabrico próprio conhecida
pelos seus croissants em Lisboa. O presente relatório de estágio
tem como objetivo compreender o marketing de conteúdo
desenvolvido pela marca na rede social Instagram influencia o
engagement nos utilizadores. A estrutura deste relatório parte de
uma revisão de literatura com conceitos sobre o tema em questão,
uma análise geral e a realização de uma análise de conteúdo
específica da marca escolhida. Consequentemente, após a medição
do engagement de várias publicações, o tipo de relacionamento dos
seguidores e as publicações que tiveram maior número de
interações, foram identificados vários elementos que demonstram
que apesar do Instagram trazer um valor positivo para a marca,
existe espaço e necessidade de melhoria da sua comunicação e de
definição de uma estratégia eficaz e eficiente.
In the current technological age, content marketing has gained prominence from companies that intend to promote relevant content for their consumers and to increase notoriety. The theme in question for the research results from the tasks developed during a curricular internship that took place at the communication and digital marketing agency in Lisbon, Keep it Real. Throughout the work carried out, it became obvious that there was one brand with greater weaknesses when regarding content marketing, Choupana Caffe, a self-made coffee shop/padry known for its croissants in Lisbon. This internship report aims to understand the content marketing developed by the brand on the Instagram social network and to indicate how it could stimulate positive attitudes that would lead to the engagement of its users. The report’s structure starts from a literature review with concepts on the subject in question, a general analysis and the carrying out of a content analysis specific to the chosen brand. Consequently, after measuring the engagement of several publications, the type of relationship from the followers and the publications that had the greatest number of interactions, several elements showed that, even though Instagram brings a positive value to the brand, there is space and need to improve its communication and to define an effective and efficient strategy.
In the current technological age, content marketing has gained prominence from companies that intend to promote relevant content for their consumers and to increase notoriety. The theme in question for the research results from the tasks developed during a curricular internship that took place at the communication and digital marketing agency in Lisbon, Keep it Real. Throughout the work carried out, it became obvious that there was one brand with greater weaknesses when regarding content marketing, Choupana Caffe, a self-made coffee shop/padry known for its croissants in Lisbon. This internship report aims to understand the content marketing developed by the brand on the Instagram social network and to indicate how it could stimulate positive attitudes that would lead to the engagement of its users. The report’s structure starts from a literature review with concepts on the subject in question, a general analysis and the carrying out of a content analysis specific to the chosen brand. Consequently, after measuring the engagement of several publications, the type of relationship from the followers and the publications that had the greatest number of interactions, several elements showed that, even though Instagram brings a positive value to the brand, there is space and need to improve its communication and to define an effective and efficient strategy.
Description
Keywords
Marketing Digital Marketing de conteúdo Engagement Choupana Caffe.