Data Analysis in Content Marketing Strategies

• Type: Article in International Conference Proceedings Book
• Date: 2021

Authors

Costa, CR (Author) Other; Garcia, JE (Author) Other; da Fonseca, MJS (Author) Other; teixeira, a (Author) FMUP

Conference proceedings International

Title: Iberian Conference on Information Systems and Technologies, CISTI

16th Iberian Conference on Information Systems and Technologies, CISTI 2021

23 June 2021 through 26 June 2021

Indexing

ISI Web of Knowledge - 0 Citations

Scopus - 3 Citations

Other information

Authenticus ID: P-00V-5GP

DOI: 10.23919/cisti52073.2021.9476377

Abstract (EN): Recently, the importance of data analysis for content marketing has become apparent. However, only a few companies use data as a source of knowledge to enrich their strategies. The application of data analysis in the development of content marketing strategies is still at an early stage of research and still little explored in the business context. However, given the research results analysed, it is a promising and differentiating area for the success of content marketing strategies. In this paper, the main existing approaches related to this theme were analysed and an empirical study was developed through a case study in a company, with the aim of optimising the content production for its blog, regarding digital marketing, using the data analysis provided by the company's software. The study was carried out following an exploratory and qualitative methodology, using content analysis as the main technique for data collection. The results obtained after this work have made it possible to verify and demonstrate the positive contribution of data analysis to the development of content marketing strategies.

Language: English

Type (Professor's evaluation): Scientific

No. of pages: 6