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: de Oliveira Silva, Vannessa, Henrique Neves Pereira, Marcelo, Leandro de Araújo Brito , Max, Ramiro Rivero Guardia , Sérgio
Formato: Online
Idioma:por
Publicado em: Colegiado do Curso de Administração - CERES/UFRN
Endereço do item:https://periodicos.ufrn.br/revenspesextgestao/article/view/30465
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id oai:periodicos.ufrn.br:article-30465
record_format ojs
institution Periódicos UFRN
collection Portal de Pediódicos Eletrônicos da UFRN
language por
format Online
author de Oliveira Silva, Vannessa
Henrique Neves Pereira, Marcelo
Leandro de Araújo Brito , Max
Ramiro Rivero Guardia , Sérgio
spellingShingle de Oliveira Silva, Vannessa
Henrique Neves Pereira, Marcelo
Leandro de Araújo Brito , Max
Ramiro Rivero Guardia , Sérgio
Content marketing and Copywriting as a competitiveness startegy on Instagram and Institucional Website: the CCT case
author_facet de Oliveira Silva, Vannessa
Henrique Neves Pereira, Marcelo
Leandro de Araújo Brito , Max
Ramiro Rivero Guardia , Sérgio
author_sort de Oliveira Silva, Vannessa
title Content marketing and Copywriting as a competitiveness startegy on Instagram and Institucional Website: the CCT case
title_short Content marketing and Copywriting as a competitiveness startegy on Instagram and Institucional Website: the CCT case
title_full Content marketing and Copywriting as a competitiveness startegy on Instagram and Institucional Website: the CCT case
title_fullStr Content marketing and Copywriting as a competitiveness startegy on Instagram and Institucional Website: the CCT case
title_full_unstemmed Content marketing and Copywriting as a competitiveness startegy on Instagram and Institucional Website: the CCT case
title_sort content marketing and copywriting as a competitiveness startegy on instagram and institucional website: the cct case
description 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.
publisher Colegiado do Curso de Administração - CERES/UFRN
publishDate 2023
url https://periodicos.ufrn.br/revenspesextgestao/article/view/30465
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spelling oai:periodicos.ufrn.br:article-304652023-10-16T16:33:26Z Content marketing and Copywriting as a competitiveness startegy on Instagram and Institucional Website: the CCT case Marketing de contenidos y Copywriting como estrategia de competitividade en Instagram y Sitio Web Institucional: el caso del CCT Marketing de conteúdo e Copywriting como estratégia de competitividade no Instagram e Website Institucional: o caso do CCT de Oliveira Silva, Vannessa Henrique Neves Pereira, Marcelo Leandro de Araújo Brito , Max Ramiro Rivero Guardia , Sérgio marketing digital ; marketing de conteúdo ; Copywriting ; competitividade ; estratégias . digital marketing; content marketing; Copywriting; competitiveness; strategies. marketing digital; marketing de contenidos; Copywriting; competitividad; estrategia 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. El presente artículo tiene como objetivo central comprender cómo el marketing de contenidos y el Copywriting pueden fomentar la competitividad del Colegio Camilo Toscano, a través de las plataformas de Instagram y del Website institucional. Para alcanzar este objetivo, se buscó identificar y caracterizar los contenidos utilizados como estrategias de marketing en Instagram y en el Sitio Web institucional; analizar las estrategias de Copywriting en relación a Instagram y Website; verificar la sintonía de los canales de comunicación en cuanto al uso de los contenidos ejecutados por el departamento de marketing; y proponer una cartera de estrategias que fomenten la competitividad del CCT. La metodología utilizada fue de carácter descriptivo y exploratorio, del tipo cualitativo, teniendo como objeto el Colegio Camilo Toscano, en estudio de caso único. La recopilación de datos fue obtenida a partir de cuestionarios online y entrevistas semiestructuradas presenciales y a través del análisis documental-digital. En cuanto a la técnica de análisis de datos, se utilizó el análisis de contenido. Los resultados encontrados afirman que el colegio mencionado utiliza bien el marketing de contenidos y Copywriting, sin embargo, quedó evidente que aún hay un gran margen para que estas plataformas fomenten aún más su competitividad. Se verificó también una falta de sintonía de los canales Instagram y Website, escenario este que posibilitó la sugerencia de una cartera de estrategias de marketing digital para la organización. O presente artigo tem como objetivo central compreender como o marketing de conteúdo e o Copywriting podem fomentar a competitividade do Colégio Camilo Toscano, através das plataformas do Instagram e do Website institucional. Para o alcance deste objetivo, buscou-se identificar e caracterizar os conteúdos utilizados como estratégias de marketing no Instagram e no Website institucional; analisar as estratégias de Copywriting em relação ao Instagram e Website; verificar a sintonia dos canais de comunicação quanto ao uso dos conteúdos executados pelo departamento de marketing; e propor um portfólio de estratégias que fomentem a competitividade do CCT. A metodologia utilizada foi de caráter descritivo e exploratório, do tipo qualitativa, tendo como objeto o Colégio Camilo Toscano, em estudo de caso único. A coleta de dados foi obtida a partir de questionários online e entrevistas semi-estruturadas presenciais e através da análise documental-digital. Quanto à técnica de análise de dados, foi utilizada a análise de conteúdo. Os resultados encontrados afirmam que o colégio mencionado utiliza bem o marketing de conteúdo e Copywriting, entretanto, ficou evidente que ainda há uma grande margem para que estas plataformas fomentem ainda mais a sua competitividade. Verificou-se ainda uma falta de sintonia dos canais Instagram e Website, cenário este que possibilitou a sugestão de um portfólio de estratégias de marketing digital para a organização. Colegiado do Curso de Administração - CERES/UFRN 2023-10-16 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://periodicos.ufrn.br/revenspesextgestao/article/view/30465 Revista de Ensino, Pesquisa e Extensão em Gestão; 2023; e30465 2675-8512 por https://periodicos.ufrn.br/revenspesextgestao/article/view/30465/17620 Copyright (c) 2023 Revista de Ensino, Pesquisa e Extensão em Gestão

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