VIETNAM GENERAL CONFEDERATION OF LABORTON DUC THANG UNIVERSITYFACULTY OF BUSINESS ADMINISTRATIONFINAL REPORTSUBJECT: CONSUMER BEHAVIORCONSUMER BEHAVIOR AFFECTS ON DETERMINATION OFCHOOSIN
THE GENERAL INTRODUCTION OF CONSTANT CONTENT PLATFORM
Development of content delivery platforms
Currently, the global economy is facing a difficult economic situation, including inflation and a serious economic crisis In Vietnam, layoffs are happening in many businesses, especially in the information technology, software, and e-commerce industries According to statistics, many businesses have had to cut about 25% of their human resources between September 2022 and May 2023 This means that on average, for every 10 businesses, at least 3 businesses have to cut human resources.
Amidst the recent layoffs, approximately 13% of Vietnamese workers have lost their jobs In response, businesses are exploring cost-saving measures Outsourcing production and services has become a viable option, allowing companies to reduce labor costs Additionally, many businesses are transitioning to freelance workers to replace full-time employees, providing greater flexibility and potential cost savings These adaptations demonstrate the evolving labor landscape as businesses seek to navigate economic uncertainty.
Laid-off workers, especially those with creative and content skills, often choose to do freelance work, such as freelance writers, to earn extra income According to a report, currently 14% of knowledgeable human resources in Vietnam work full-time freelance, 26% work part-time freelance, and 13% do freelance work in parallel with a permanent job.
This situation has created a growing demand for content creators Therefore, today many intermediary websites are appearing in Vietnam and around the world such as Vlance, Freelancer, Fiverr, Upwork, etc., that help connect freelancers and businesses, creating opportunities for both parties to seek and deliver projects and services In particular, Vlance is known as the largest freelance website in the Vietnamese freelance job market Websites bring together more than 400,000 talented freelancers with many diverse career fields such as Online Marketing, Web Programming, Design, etc.
Introduction to Constant Content
Ten years ago, in the area of producing and marketing pre-written content for the web, Constant Content was a pioneer Since then, the company has developed from a tiny start-up to one of the biggest and most reputable marketplaces for original, high- quality content that is also SEO-friendly.
While Constant Content continues to provide thousands of unique pre-written articles through their catalog as they have changed with market trends and business demands over the years, their main focus is on the creation of custom content based on client-specific requests and needs.
Today, Constant Content has become one of the biggest and most well-known marketplaces for SEO-friendly content Constant Content connects businesses with the top freelance writers online and is trusted by over 50,000 organizations With the motto
"High-quality, custom content at your fingertips", clients can easily order high-quality content for your website with a turnkey professional writing service They can assist organizations of any size in scaling and improving their clients content creation thanks to their user-friendly, collaborative platform and managed corporate services.
In order to express brand stories, boost SEO, and increase sales, ConstantContent links businesses with thousands of expert writers who can produce articles,eBooks, product descriptions, and other materials The services offered by ConstantContent include the widest selection of original articles for sale as well as a customized content writing service.
Operational objectives
One of the primary objectives of Constant Content is to become the established marketplace for high-quality, original, SEO-friendly content based on clients specific requests and needs They are aiming to reach this goal while adhering to a set of commitments in order to offer the greatest service and safeguard for clients and freelance writers:
Guaranteed high-quality, unique, premium, SEO-friendly content.
Provide free revisions for every piece of custom content.
Dedicated account management with easy access for writers is provided.
Connect clients with writers who understand their industry, and the platform only works with top talent.
The website’s rigorous human editorial controls ensure quality standards are always met.
Article turnaround time is typically 48 hours, and writers NEVER miss a deadline.
Help clients build a team of experts to serve as a subsidiary to their in-house content marketers.
Every article is run through Copyscape, an anti-plagiarism checker to ensure originality.
Manage all clients' content needs, production, and delivery so they don’t have to.
Roles and functions of Constant Content
Among content providing platforms, Constant Content is an international platform that is of interest to many content creators Some data show that there are
Image 1 Table display the amount of customers using Constant Content and number of articles approve content faster while still ensuring quality Because after reviewing the content,
I may still need to discuss editing with the writer If I receive the first copy of the content for a long time, the editing process will also take a long time.
5 Do you have any specific requirements for support if there are copyright issues after cooperation?
First, the platform must carefully check the content before handing it over to me, checking for plagiarism, so there are no problems later If there is a copyright issue after collaborating, I hope the platform will work with that writer along with me and offer reasonable compensation, such as support in handling public relations about my brand or money back.
Freelancer 1: Phan Thi Diem My
1 Which platforms have you worked on?
Previously, I also explored and participated in Vlance, which is a platform that gathers many freelancers for businesses to choose from at any time They pay freelancers based on the jobs they complete I could participate in multiple jobs simultaneously, working on various projects to earn additional income.
2 Have you ever encountered any problems when searching for jobs on these platforms?
When I researched this website, I found that there were three basic packages, and I chose the highest-tier package for three months I paid a total of 560,000 VND, and the website promised that with this package, I would be in the top 10 priority list to be recommended to clients for bidding, and I would have unlimited bidding opportunities However, I waited and waited for over a month without receiving any job offers, so I decided to give up It felt like I had been deceived
3 Do you have specific requirements regarding your income?
With the difficulty I faced earlier, it was challenging for me to maintain a stable income That's why I eventually decided to switch to a full-time job, as it could provide
27 a more stable livelihood I also noticed that there is intense competition on these platforms, with many freelancers receiving positive reviews However, the number of available jobs is limited, making it quite difficult to secure a job I also felt that there were risks involved, such as when a company requested a demo, and after providing one, they disappeared without payment So, I became a bit apprehensive.
4 Do you have any specific requirements for support if there is a dispute after cooperation?
If I were to request support from the platform in case of disputes after collaboration, I would expect policies that protect freelance writers In the event of conflicts during the collaboration and if the client decides not to continue, I would want safeguards in place This is particularly important if a brand or company still uses my content without payment, which would be very frustrating Additionally, if there are cases where the client doesn't pay after the job is completed, I would expect measures in place to address this issue as well.
5 What do you think about finding work on global freelance platforms instead of just using platforms in Vietnam?
Working on global platforms can be attractive due to the potential for increased earnings in dollars However, success on these platforms requires proficiency in English and specialized expertise The competition for reputable and high-quality jobs can be intense Therefore, only those with the necessary language proficiency and skills are likely to succeed.
Freelancer 2: Nguyen Vu Thuy Tien
1 Which platforms have you worked on?
I started looking for a freelance job in my second year of university At that time, I researched famous freelancing platforms, and Freelancer was the most recommended So, I registered an account at Freelancer and worked for about a year.
2 Have you ever encountered any problems when searching for jobs on these platforms?
First, the platform did not have support for Vietnamese users, and I had to search for jobs in English At that time, I worked for foreign companies, doing projects for them It was difficult at first, but it went smoothly Once, I cooperated with a customer who was a foreign company There was a problem with the company's address between the platform and that company, so during the cooperation process, Freelancer temporarily locked my account to verify abnormalities After waiting for about 5 months, my account was permanently locked, and it wasn't my fault, so I felt quite disappointed over the past period of time.
3 Do you have specific requirements regarding your income?
As I can see, this platform has a lot of freelancers like me Therefore, the price will be pushed down because if it is too high, companies have the right to choose a lower price and will not decide to recruit me So I hope, if possible, there will be a platform to have fair pricing policies for everyone's abilities.
4 Do you have any specific requirements for support if there is a dispute after cooperation?
Platforms need to have policies to protect freelancers, especially new freelancers, from some scam companies and block their accounts In some cases, new freelancers will be asked to make free drafts of projects New freelancers at this time always want a chance to prove their abilities, so they are really determined to work even though they still have no money After giving it to the company, they disappear and use those drafts It's like losing money and gray matter at the same time.
5 What do you think about finding work on global freelance platforms instead of just using platforms in Vietnam?
According to my experiences when using the freelance global website, the job will be more diverse, working only with most foreign companies, and the income will
29 also be high However, I feel that the policy to resolve problems between the parties is not satisfactory and superficial in protecting the rights of writers But global platforms are quite promising for developing our skills.
Laneige Vietnam They prioritize transparency and a diverse pool of freelance writers Protecting copyright and post-collaboration support is of particular importance to them When it comes to global platforms, they see limited potential in the areas they handle, as hiring locally in Vietnam is both more cost- effective and culturally attuned to the Vietnamese audience.
Customers are fond of finding freelance writers based on their budget They desire to receive content quickly and ensure quality and copyright In particular, customers require the safety of personal information when using platforms.
Phan Thi Diem My Freelancers' expectations are high for these platforms, with a desire to secure multiple jobs simultaneously However, prolonged periods without job opportunities can lead to frustration and a sense of being deceived, potentially
30 resulting in abandoning the platform in search of more stable income sources In the case of global platforms, the potential is there, but the primary hurdle is the requirement for proficiency in English.
CONSUMER BEHAVIOR RESEARCH PROCESS FOR CONSTANT
Interview data analysis
Laneige Vietnam values transparency and collaboration with a diverse network of freelance writers Copyright protection and post-collaboration support are paramount to them Despite being a global platform, they recognize the limited potential in their current areas of operation Instead, they prioritize local hiring in Vietnam, as it offers cost-effectiveness and aligns better with the cultural nuances of the Vietnamese audience.
Customers are fond of finding freelance writers based on their budget They desire to receive content quickly and ensure quality and copyright In particular, customers require the safety of personal information when using platforms.
Phan Thi Diem My Freelancers' expectations are high for these platforms, with a desire to secure multiple jobs simultaneously However, prolonged periods without job opportunities can lead to frustration and a sense of being deceived, potentially
With the rise of content creation platforms, creators face income instability, leading to platform abandonment in pursuit of financial security While global platforms offer potential, they pose a significant challenge for non-native English speakers, hindering their success and limiting their earning opportunities.
Effective platforms for freelancers offer robust dispute resolution mechanisms to resolve conflicts between parties Transparent and fair pricing policies ensure that freelancers receive fair compensation Additionally, platforms play a crucial role in protecting freelancers from fraudulent activities These global platforms provide invaluable opportunities for freelancers to enhance their skills and expand their reach.
EVALUATE THE CONSTANT CONTENT PLATFORM
Strengths
The benefits of the platform for clients:
- Efficiency of the platform: Offers various efficient features, such as purchasing pre-written articles or ordering custom summaries In custom orders, clients can specify their desired field, and the website will suggest suitable writers based on budget Clients can also bookmark their preferred writers to create their own writing team, along with other useful features.
- Global platform: The primary language is English, which is beneficial for businesses operating internationally or in Vietnam targeting foreign markets.
- Scalability: Clients can assemble enterprise teams for content development through Constant Content.
- Dedicated and Qualified Writers: The platform boasts dedicated and highly qualified writers as they must pass a quiz and provide writing samples to be accepted, and only a fraction of applicants are approved Constant Content is known for its strict quality standards, with a diligent editorial team that ensures content meets these standards.
- Effective Search Tool: The platform provides a convenient and efficient search tool, allowing clients to find articles and writers that match their needs in seconds.
Image 9 Freelance writers search tool on Constant Content platform
The benefits of the platform for freelancers:
- Support for Skill Improvement: Freelancers receive support from the platform to enhance their writing skills They can have an editor assist them in addressing their blind spots and improving with each piece The platform provides clear guidelines and support to help freelancers meet their writing goals.
- Diverse Project Types: Freelancers can work on a variety of project types, including blog posts, articles, and more, providing opportunities for long-term writing jobs.
- Mixed Marketplace: Freelancers can search for topics or clients, similar to how clients search for freelancers.
- Strict Client Post Review: All client job postings undergo strict review by Constant Content, ensuring freelancers are protected from scams or deception.
Strict Authorship Rights Policy: The platform enforces a strict policy regarding authorship rights All articles undergo automatic submission to Copyscape, a plagiarism detection service, to ensure the uniqueness and originality of the
Image 10 Effective search tool on Constant Content platform content Articles sold under Full Rights on Constant Content are guaranteed to be unique and not indexed elsewhere.
Comprehensive Guidance through Knowledgebase: The platform offers a section called Knowledgebase, where freelancers can find answers to common questions and receive thorough instructions on how to use the available tools. This resource also provides guidance on developing effective writing methods, which is a feature not often found on other websites.
Dedicated Forum for Clients and Freelancers: There is a dedicated forum where clients and freelancers can engage with their respective communities This forum allows them to discuss any challenges they may be facing and share valuable information related to writing.
Weaknesses
Weaknesses of the platform for Clients:
- Their target market is Vietnam, so they specifically aim to connect with freelancers who understand the Vietnamese culture and lifestyle, but this platform is new so it doesn't have many Vietnamese freelancers for the businesses here to work with.
- The cost of hiring freelancers on the platform is relatively high If converted to VND, the freelancer hiring prices on Constant Content can become quite expensive due to the exchange rate with the dollar.
- Need to add credits to their accounts to pay for their requests This may reduce the platform's appeal in Vietnam, as the trend among clients in this market is to post requests for freelancers on websites and social media freelancer groups (according to the Global Freelancer Survey), mainly because it is quick and often free.
Weaknesses of the platform for Freelancers:
- The platform primarily uses English as its language, making it necessary for Vietnamese freelancers to have a high level of English proficiency to effectively use and succeed on the platform They would need to write professional content and collaborate mainly with foreign partners, in addition to competing with other English-speaking writers This limitation narrows the pool of potential freelancers in Vietnam and makes it challenging to expand and reach a broader user base in this market.
- Most Vietnamese freelancers prefer bank transfers for payment, so a foreign platform like Constant Content with international payment methods like PayPal may be unfamiliar to the target audience in this market.
- High competition exists on the platform, with hundreds of service providers offering similar services.
- The entry requirements are relatively high, and passing the required tests may not be feasible for newcomers, especially those for whom English is not their native language in Vietnam.
- Constant Content takes a 35% commission from the sale of freelancers' articles, which means that if they sell an article for $100, they will receive $65, and Constant Content will retain $35.
- Larger companies typically do not seek freelancers unless they have specific labor shortages, as they already have a full-time staff with a complete skill set. This scarcity of high-end clients on the platform can be a drawback for freelancers looking to work with reputable businesses.
- It can be confusing and difficult to navigate for first-time users.
- Limited Profile Information: Freelancer profiles on Constant Content only display basic information such as descriptions, total articles written, and full
35 rights licenses sold There is no section for real reviews and feedback from clients who have worked with them This lack of transparency can reduce the platform's credibility.
These weaknesses present challenges for the platform in terms of expanding its user base and attracting both clients and freelancers in the Vietnamese market.
Opportunities
- Advancements in Technology (AI, etc.): Constant Content can leverage emerging technologies to enhance and improve its existing features and services This could enhance the experiences of both clients and freelancers, fostering long-term loyalty to the platform Incorporating AI, for example, could lead to more efficient matching of freelancers with suitable projects or clients.
- Influenced by the COVID-19 pandemic and economic crises, many workers have lost their jobs, and the demand for remote or freelance work from home has been steadily increasing in Vietnam This has become a prominent trend, leading to a significant rise in the number of people seeking freelance work platforms in recent years.
- Freelance platforms that are currently popular are facing various issues related to transparency and user protection due to their widespread use Due to their popularity, the competition among freelancers is also fierce Constant Content has comprehensive user and business protection policies, as well as a professional content approval process If the platform knows how to leverage this strength and communicate it effectively, it can be a positive point to attract users in Vietnam.
Constant Content is well-positioned to thrive in the remote work and freelance market The company's platform provides opportunities that cater to the needs of these growing segments Constant Content's platform connects businesses with writers, editors, and other content professionals, enabling them to collaborate seamlessly This aligns perfectly with the increasing demand for remote work and freelance services By adapting to this evolving landscape, Constant Content has the potential to expand its user base and secure its position as a leading provider of content solutions.
Threats
- Increasing Competition: There is a growing number of platforms connecting clients and freelancers, both domestically (Vietnam) and internationally As a result, the level of competition is steadily increasing Constant Content faces the challenge of standing out in this competitive landscape.
Constant Content faces significant competition from established platforms like Upwork and Fiverr, which have dominated the industry for over a decade These giants boast extensive brand recognition and vast user bases worldwide, presenting a formidable obstacle for Constant Content's growth aspirations.
- User Dissatisfaction with Existing Platforms: Although the topic of freelancing remains popular, a considerable number of users are beginning to abandon existing freelance platforms due to various issues These issues include high usage fees, unfair bidding processes, and scams Constant Content may be adversely affected by this wave of disillusionment if it does not maintain or improve its services and policies effectively.
Constant Content should carefully address these threats to remain competitive and retain its user base in a rapidly evolving freelancing industry.
Here are some proposals our team has researched to enhance the interaction quality of Writers on Constant Content, thereby making the platform more robust and appealing to both users and writers:
- Add a Rating Feature: Introduce star ratings and comments on the profiles of both writers and clients to boost the credibility of individuals as well as the platform Clients and freelancers should have the ability to rate each other after completing a project These ratings are typically expressed in the form of numerical scores or stars (e.g., from 1 to 5 stars) and can be accompanied by
37 comments This allows everyone to assess the performance and quality of their partners.
- Introduce the Vietnamese Language: To reach more freelancers in Vietnam, provide the option to change the interface language to Vietnamese All information and functionalities should be available in this language This expansion can help attract a wider pool of talent from Vietnam.
- Ensure User-Friendly Interface for Newbies: Regularly test and gather feedback from users to ensure that the intermediary platform has a user-friendly and easy- to-use interface, especially for newcomers Utilize User Interface/User Experience (UI/UX) design principles to enhance the user experience and make the intermediary platform more user-friendly and efficient.
Through strategic implementation of suggested enhancements, Constant Content aims to foster a more reliable and inclusive ecosystem for writers and clients These improvements will elevate the overall user experience, broadening the platform's appeal to a wider demographic, including those in Vietnam By embracing these proposals, Constant Content can establish itself as a trusted and comprehensive platform for content creation, fostering a positive and productive environment for all users.
Based on research data, we have observed a significant increase in the demand for freelance work following the COVID-19 pandemic and global economic downturn. Freelancers in Vietnam and around the world have turned to well-known intermediary platforms such as Vlance, Freelancer, Fiverr, and Upwork to seek job opportunities and income.
As a result, our team conducted interviews and researched the usage behavior of these intermediary platforms by both clients and freelancers to identify their desires and needs This allows us to consider whether less popular platforms like Constant Content align with the customer's intentions and how they could potentially develop in the Vietnamese market.
On the side of businesses (clients) in Vietnam, this platform does not appear to hold significant potential for them We noticed that clients tend to focus on posting freelancer job listings quickly and free of charge Additionally, the recruitment fees on these large platforms can become expensive when converted into Vietnamese currency, reducing the attractiveness of using foreign intermediary platforms Furthermore, they only require freelancers to have a deep understanding of Vietnamese culture and the market to ensure job performance.
However, for freelancers with language skills and strong writing abilities, Constant Content is a platform that cannot be ignored due to its significantly higher income potential and professionalism compared to other intermediary platforms in Vietnam It can be seen that this is a potential customer group for Constant Content to target and research their insights, thus aligning with their needs and gradually increasing recognition in Vietnam.
Therefore, to expand in the Vietnamese market, Constant Content needs to focus on improving the platform's user experience Our team has proposed enhancements to features and interfaces based on insights from the customers we have researched These
39 improvements will help Constant Content attract and better serve the group of freelancers with special skills and a desire to create quality content This, in turn, will build a strong brand presence in the Vietnamese market and create opportunities for sustainable development for Constant Content in the future.