Content marketing and Copywriting as a competitiveness startegy on Instagram and Institucional Website: the CCT case
The main objective of this article is to understand how content marketing and copywriting can foment the competitiveness of Colégio Camilo Toscano, through Instagram platforms and the institutional website. To achieve this objective, we sought to identify and characterize the content used as marketi...
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| Principais autores: | , , , |
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| Formato: | Online |
| Idioma: | por |
| Publicado em: |
Colegiado do Curso de Administração - CERES/UFRN
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| Endereço do item: | https://periodicos.ufrn.br/revenspesextgestao/article/view/30465 |
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| Resumo: | The main objective of this article is to understand how content marketing and copywriting can foment the competitiveness of Colégio Camilo Toscano, through Instagram platforms and the institutional website. To achieve this objective, we sought to identify and characterize the content used as marketing strategies on Instagram and on the institutional website; analyze Copywriting strategies in relation to Instagram and Website; check the alignment of communication channels regarding the use of content performed by the marketing department; and propose a portfolio of strategies that foment the competitiveness of the CCT. The methodology used was descriptive and exploratory, qualitative, having as object the Colégio Camilo Toscano, in a single case study. Data collection was obtained from online questionnaires and semi-structured face-to-face interviews and through documental-digital analysis. As for the data analysis technique, content analysis was used. The results found affirm that the mentioneted school uses content marketing and Copywriting well, however, it was evident that there is still a large margin for these platforms to further foment their competitiveness. There was also a lack of harmony between the Instagram and Website channels, a scenario that made it possible to suggest a portfolio of digital marketing strategies for the organization. |
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