Content Marketing Strategy for the Social Media Positioning of the Company AD y L Consulting—Peru

Rodríguez-Nomura H.; Ramirez-Asis E.; Jaheer Mukthar K.P.; Valdivia-Malhaber M.; Rodríguez-Kong M.; Zavala-Quispe N.; Rodríguez-Kong J. · Studies in Systems, Decision and Control (2024) · DOI: 10.1007/978-3-031-35828-9_3

Resumen

The main objective is to propose a content marketing strategy for the SMO positioning of the aforementioned company. The following investigation was applied, since a content marketing strategy was found for the digital marketing and software development company, focused on improving the SMO positioning. Also, descriptive since it is dedicated to detailing the process of content marketing. It was considered mixed, since a quantitative–qualitative analysis will be carried out. To define the study sample, the convenience type non-probabilistic sample design was used. Given the contingency due to COVID 19, it was decided to take as a sample the 10 fixed clients that the company has, as well as 13 potential clients. The techniques used were the survey with the objective of knowing the valuation of the sample. In the case of this research, a questionnaire was used as an instrument. As a result, taking into account the current diagnosis of the company’s position in the perception of customers, it was possible to show shortcomings in the content of the publications, since there is no established schedule. A single format has been used in the publications and the response from the audience has not been favorable. In the checklist it was determined that the maximum number of reactions was six. Considering that it is a page with more than 4,200 followers, the scope is not the most appropriate. © The Author(s), under exclusive license to Springer Nature Switzerland AG. 2024.

Instituciones: Universidad Nacional de Trujillo; Universidad Señor de Sipán