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Authors
Advisor(s)
Abstract(s)
Ao longo dos tempos, o conceito de marketing foi-se expandindo de modo a adaptar-se à
evolução da sociedade e seu meio envolvente. O aparecimento da internet veio permitir a sua
extensão ao meio digital, no qual o conteúdo se assume como pilar de uma estratégia de
marketing bem-sucedida. Este sucesso depende da relevância e impacto que o conteúdo causa
na sua audiência-alvo, que será tanto maior quanto mais for ao encontro das dúvidas e
dificuldades do potencial cliente, entregando-lhe soluções, exemplos e ensinamentos por via
de conteúdo que, poderá tomar o formato de uma história, onde a personagem principal tem
as mesmas questões e características que o público-alvo.
A evolução tecnológica e do meio digital diluíram as barreiras que existiam à utilização do
marketing de conteúdo pelo meio jornalístico, não comprometendo, hoje em dia, a reputação
da profissão do jornalista nem a credibilidade da informação.
Assim, independentemente da indústria que o produz, para que um excelente conteúdo gere
valor, impacto e identificação, este tem de chegar ao público-alvo. Neste sentido, os social
media assumem um papel crucial na disseminação do conteúdo, alcance e captação de público.
Neste relatório de estágio analisa-se o caso da revista online Brno Daily, cuja atividade assenta
essencialmente no marketing de conteúdo e na forte utilização dos social media para alcançar
e expandir o seu público. Nesta “viagem” por este projeto desenvolvido na República Checa,
analisam-se procedimentos e descrevem-se as atividades desenvolvidas no âmbito do estágio,
apresentando uma perspetiva crítica sobre o mesmo. Conclui-se que existe potencial para
melhorar a eficiência destas práticas, nomeadamente, por via de uma maior interação com o
público, de uma interação mais presencial com potenciais parceiros e do aperfeiçoamento das
ações levadas a cabo ao longo das etapas de criação do marketing de conteúdo. O
aperfeiçoamento destas etapas compreende, por exemplo, que o conteúdo gerado tome um
formato textual diferente dos artigos regularmente apresentados no site como a série de artigos
semanais Let’s Czech, a expansão do formato dos conteúdos para um caráter mais presencial,
como a série de eventos Brno Sunset Parties, a monitorização de aspetos quantitativos e
qualitativos antes, durante e após a implementação de qualquer estratégia de marketing de
conteúdo, por forma a possibilitar a avaliação do mesmo e eventuais melhorias ou ajustes
futuros.
Over time, the concept of marketing has expanded to adapt to the evolution of society and its environment. The emergence of the Internet has allowed its extension to the digital field, in which content is assumed as the centre of a successful digital marketing strategy. This success depends on the relevance and impact that the content has on its target audience, which will be as great as the company meet the doubts and difficulties of the potential client, delivering solutions, examples, and lessons through content which can take the shape of a story, where the main character has the same issues and characteristics as the target audience. Technological and digital evolution have diluted the barriers that existed to the use of content marketing by journalists, not compromising nowadays the reputation of the profession nor the credibility of the information. Thus, regardless of the industry sector producing great content, it just delivers value, impact, and identification, if it reaches the target audience. In this sense, social media plays a crucial role in distributing content, reaching and capture the audience. In this internship report, it's analysed the case of the online magazine Brno Daily, whose activity is essentially based on content marketing and the strong use of social media to reach and increase its audience. This "trip" through this project developed in the Czech Republic, analyse procedures and describe the activities developed within the internship, presenting a critical perspective on it. It is concluded that these practices can reach a higher level of efficiency, for example, increasing the interaction with the public, having more face-to-face interactions with potential partners and improving the steps taken during the stages of the creation of content marketing. The improvement of these steps include, for example, the use of storytelling instead of the copywriting presented in the usual articles on the website, as the suggested series of weekly articles "Let's Czech"; the expansion of contents to a face-to-face format, such as the series of events “Brno Sunset Parties” and even the monitoring of quantitative and qualitative aspects before, during and after the implementation of any content marketing strategy, in order to allow the evaluation of it and possible future improvements or adjustments.
Over time, the concept of marketing has expanded to adapt to the evolution of society and its environment. The emergence of the Internet has allowed its extension to the digital field, in which content is assumed as the centre of a successful digital marketing strategy. This success depends on the relevance and impact that the content has on its target audience, which will be as great as the company meet the doubts and difficulties of the potential client, delivering solutions, examples, and lessons through content which can take the shape of a story, where the main character has the same issues and characteristics as the target audience. Technological and digital evolution have diluted the barriers that existed to the use of content marketing by journalists, not compromising nowadays the reputation of the profession nor the credibility of the information. Thus, regardless of the industry sector producing great content, it just delivers value, impact, and identification, if it reaches the target audience. In this sense, social media plays a crucial role in distributing content, reaching and capture the audience. In this internship report, it's analysed the case of the online magazine Brno Daily, whose activity is essentially based on content marketing and the strong use of social media to reach and increase its audience. This "trip" through this project developed in the Czech Republic, analyse procedures and describe the activities developed within the internship, presenting a critical perspective on it. It is concluded that these practices can reach a higher level of efficiency, for example, increasing the interaction with the public, having more face-to-face interactions with potential partners and improving the steps taken during the stages of the creation of content marketing. The improvement of these steps include, for example, the use of storytelling instead of the copywriting presented in the usual articles on the website, as the suggested series of weekly articles "Let's Czech"; the expansion of contents to a face-to-face format, such as the series of events “Brno Sunset Parties” and even the monitoring of quantitative and qualitative aspects before, during and after the implementation of any content marketing strategy, in order to allow the evaluation of it and possible future improvements or adjustments.
Description
Keywords
Jornalismo de Marca Marketing de Conteúdo Marketing Digital Redes Sociais Relações Públicas Social Media Marketing