Marketing de conteúdo como estratégia de marca
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2018-02
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Kreutz, Elizete De Azevedo
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Resumo
O novo cenário digital, como fenômeno de promoção da participação e colaboração espontânea entre as pessoas, e o novo perfil dos consumidores têm impelido as marcas a buscarem estratégias diferenciadas de comunicação e marketing, a fim de criar maior conexão com seu público e assim fortalecer sua imagem. O presente estudo busca, portanto, verificar a contribuição do marketing de conteúdo para a consolidação da marca, justificado pelo fato de essa ser uma prática recorrente de mercado, mas que ainda carece de estudo acadêmico. Como metodologia, optou-se pela pesquisa qualitativa-exploratória e os instrumentos metodológicos utilizados foram: pesquisa bibliográfica (STUMPF 2006), pesquisa de internet (YAMAOKA, 2006), estudo de caso (GIL, 2012) e análise de discurso (DUARTE, 2006). Como resultados, espera-se que o estudo permita aos gestores refletirem sobre suas práticas de comunicação da marca e o utilizem como embasamento para as estratégias de branding, bem como possa servir ao aprimoramento do conhecimento dos profissionais de marketing e comunicação corporativa.
The new digital scenario, as a phenomenon of promoting participation and spontaneous collaboration among people, and the new profile of consumers have encouraged brands to seek new strategies of communication and marketing, in order to create greater connection with its public and thus strengthen its image. The study aims to verify the contribution of content marketing to the brand consolidation, justified by the fact that is a recurrent market practice, but still needs academic studies. As a methodology, the qualitative-exploratory research was chosen and the methodological tools used were: bibliographic research (STUMPF 2006), internet research (YAMAOKA, 2006), case study (GIL, 2012) and discourse analysis (DUARTE, 2006 ). As result, it’s expected that the study allows managers to reflect on their brand communication practices and use it as a basis for branding strategies, as well as to improve the knowledge of marketing and corporate communications professionals.
The new digital scenario, as a phenomenon of promoting participation and spontaneous collaboration among people, and the new profile of consumers have encouraged brands to seek new strategies of communication and marketing, in order to create greater connection with its public and thus strengthen its image. The study aims to verify the contribution of content marketing to the brand consolidation, justified by the fact that is a recurrent market practice, but still needs academic studies. As a methodology, the qualitative-exploratory research was chosen and the methodological tools used were: bibliographic research (STUMPF 2006), internet research (YAMAOKA, 2006), case study (GIL, 2012) and discourse analysis (DUARTE, 2006 ). As result, it’s expected that the study allows managers to reflect on their brand communication practices and use it as a basis for branding strategies, as well as to improve the knowledge of marketing and corporate communications professionals.
Descrição
Palavras-chave
Marca; Branding; Marketing de conteúdo; Mídias digitais; Hubspot
Citação
FACCIO, Luciane. Marketing de conteúdo como estratégia de marca. 2017. Artigo (MBA) – Curso de Marketing, Universidade do Vale do Taquari - Univates, Lajeado, 28 ago. 2017. Disponível em: http://hdl.handle.net/10737/1864.