Personalised Content Strategy in Inbound Marketing : The main influences on the success of content strategy
Raulf, Frederik (2020)
Åbo Akademi
2020
Julkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2020060941233
https://urn.fi/URN:NBN:fi-fe2020060941233
Tiivistelmä
We are living in an environment of constant change. Globalisation, fast evolving and advancing technologies and the change of cultural values and needs are changing the ways we communicate with each other. As a result, also businesses need to adapt their communication patterns in order to stay competitive and achieve their desired goals. Marketing roles that examine these new challenges emerged, content strategists in particular. Therefore, a research was conducted to investigate the work of content strategists more closely.
The purpose of this research is to highlight the importance of content strategies in inbound marketing and how they can be successfully implemented by considering the significance of email marketing best practices, information and knowledge management concepts, human needs and cultural mindfulness. The research was conducted in the global software industry.
The theoretical framework is based on literature review of inbound marketing and the most important areas of content strategy, emphasising on email marketing best practices, information and knowledge management concepts, human needs and cultural mindfulness.
The strategy used for this research is an instrumental case study in the global software industry. For the quantitative data collection, over 4000 event follow-up email sequences, which have been sent by the representatives of the case company, have been gathered by the researcher and analysed.
The result of this research clearly proves the significance of email marketing best practices, information and knowledge management concepts, human needs and cultural mindfulness on the performance of a successfully implemented content strategy. All of these areas have a tremendous impact on the performance and neglecting just one of these areas will impact the results remarkably.
The purpose of this research is to highlight the importance of content strategies in inbound marketing and how they can be successfully implemented by considering the significance of email marketing best practices, information and knowledge management concepts, human needs and cultural mindfulness. The research was conducted in the global software industry.
The theoretical framework is based on literature review of inbound marketing and the most important areas of content strategy, emphasising on email marketing best practices, information and knowledge management concepts, human needs and cultural mindfulness.
The strategy used for this research is an instrumental case study in the global software industry. For the quantitative data collection, over 4000 event follow-up email sequences, which have been sent by the representatives of the case company, have been gathered by the researcher and analysed.
The result of this research clearly proves the significance of email marketing best practices, information and knowledge management concepts, human needs and cultural mindfulness on the performance of a successfully implemented content strategy. All of these areas have a tremendous impact on the performance and neglecting just one of these areas will impact the results remarkably.