Development of a content marketing strategy for social networks: the case of the escola superior de ciências empresariais of the polytechnic institute of Viana do Castelo
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Abstract
Social networks are increasingly being used by companies and brands as one of the main means of disseminating products and services, concerning to the exponential growth that these platforms have had in the last few years. Therefore, Higher Education Institutions aren’t exception and are also using the contents published on social networks as a way of advertising the institution itself and its training offer. Content marketing has increasingly become one of the most used strategies by companies and brands to increase engagement and attract new followers on their social networks.
The main goal is to define and implement a content marketing strategy for social networks as Facebook and Instagram, through the development of a case study of Escola Superior de Ciências Empresariais (ESCE) of the Polytechnic Institute of Viana do Castelo, that can generate an increase in the school's awareness and following increase the number of new students.
This project also aims to create greater identification from students, improve the engagement of the social networks with their followers and to get more interaction from users who don’t usually interact with ESCE's social network profiles.
In order to achieve the proposed goals, the theoretical basis defines the bases for the definition of the strategy to be developed, as well as legitimizes its results, which, based on the case study, as a research strategy, is adequate wheninvestigating the how and the why of a set of contemporary events, and therefore requires multiple methods and sources to explore, describe and explain the phenomenon in its own context.
It is expected that the implementation of the content marketing strategy developed will have a significant increase in engagement in social networks as well as in the interaction by users who do not normally interact with ESCE's social network profiles.
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