an internship report on studying content marketing at kms technology solutions ltd

THÔNG TIN TÀI LIỆU

Thông tin cơ bản

Tiêu đề	Content Marketing
Tác giả	Nguyen Phu Truong
Người hướng dẫn	Chu Quang Phe, M.A
Trường học	University of Finance – Marketing
Chuyên ngành	Marketing
Thể loại	Internship Report
Năm xuất bản	2021
Thành phố	Ho Chi Minh City

Định dạng
Số trang	49
Dung lượng	3,38 MB

Cấu trúc

CHAPTER 1. INTRODUCTION TO THE REPORT (11)
- 1.1. Reasons for the report (11)
- 1.2. Objectives of the report (12)
CHAPTER 2. INTRODUCTION TO KMS SOLUTIONS (13)
- 2.1. Foundation (13)
- 2.2. Mission (13)
- 2.3. Vision (14)
- 2.4. Company structure (14)
- 2.5. Services and products (15)
  - 2.5.1. Services (15)
    2.5.1.1. Digital Technology Consulting (15)
    2.5.1.2. Digital Apps & Software Development (16)
    2.5.1.3. Digital Team (16)
    2.5.1.4. Digital Testing (16)
    2.5.1.5. Data & Analytics (16)
  - 2.5.2. Products (17)
    2.5.2.1. Supply Chain Planning (17)
    2.5.2.2. Warehouse Management (17)
    2.5.2.3. Financial Management (18)
    2.5.2.4. Embedded Analytics (18)
    2.5.2.5. eKYC (electronic Know-your-Customer) (18)
- 2.6. Competition (18)
CHAPTER 3. INTRODUCTION TO MARKETING TEAM (20)
- 3.1. An overview of marketing team (20)
- 3.2. Staffing of marketing team (20)
- 3.3. Duties and responsibilities of marketing team (21)
  - 3.3.1. Marketing team’s responsibilities (21)
    3.3.1.1. Brand awareness (22)
    3.3.1.2. Lead generation (22)
  - 3.3.2. Marketing team’s duties (23)
    3.3.2.1. Content marketing (23)
    3.3.2.2. Social media marketing (23)
    3.3.2.3. Event organization (23)
    3.3.2.4. Public Relations (23)
CHAPTER 4. BASIC CONCEPTS (25)
- 4.1. Content marketing (25)
- 4.2. Content marketing process (25)
  - 4.2.1. Goal setting (26)
  - 4.2.2. Audience mapping (26)
  - 4.2.3. Content ideation and planning (26)
  - 4.2.4. Content creation (27)
  - 4.2.5. Content distribution (27)
  - 4.2.6. Content amplification (28)
  - 4.2.7. Content marketing evaluation (28)
  - 4.2.8. Content marketing improvement (28)
- 4.3. Content channels (29)
  - 4.3.1. Owned media (29)
  - 4.3.2. Paid media (29)
  - 4.3.3. Earned media (29)
- 4.4. Content types (30)
  - 4.4.1. Blogs (30)
  - 4.4.2. Whitepaper (30)
  - 4.4.3. Case study (30)
  - 4.4.4. News release (31)
CHAPTER 5. JOB DESCRIPTIONS (32)
- 4.1. Orientation (32)
- 4.2. The reporter’s duties (33)
  - 4.2.1. Content creation (33)
    4.2.1.1. Blogs (33)
    4.2.1.2. Website content (35)
    4.2.1.3. Whitepaper (36)
    4.2.1.4. Case study (37)
    4.2.1.5. News release (38)
  - 4.1.2. Ad-hoc tasks (39)
- 4.3. The reporter’s responsibilities (40)
- 4.4. The reporter’s achievements (40)
CHAPTER 6. FINDINGS AND EXPERIENCES (42)
- 5.1. Advantages of content marketing at KMS Solutions (42)
- 5.2. Disadvantages of content marketing at KMS Solutions (43)
- 5.4. Recommendations (45)
CHAPTER 7. CONCLUSIONS (47)
Chart 1. The structure of KMS Solutions (0)
Chart 2. The structure of marketing team (0)

Nội dung

Being employed as a Content Writer at KMS Solutions, which is an IT company operating in a pure B2B environment, the reporter was formally informed by his manager that the company relied

INTRODUCTION TO THE REPORT

Reasons for the report

In this digital age, content marketing has become the main channel through which brands communicate marketing messages and information to customers Specifically, content marketing is vitally important in the business-to-business (B2B) world, where clients make purchase decisions on behalf of their business or organization, thus they are more rational and calculated than when they make personal purchases Shouldering such a large organizational responsibility, a B2B client would painstakingly research a given product or service through informative content before he/she makes the final decision to buy Unsurprisingly, it is reported that 89% of B2B marketers are applying content marketing (Content Marketing Institute, 2017)

Being employed as a Content Writer at KMS Solutions, which is an IT company operating in a pure B2B environment, the reporter was formally informed by his manager that the company relied heavily on content marketing to build brand awareness, facilitate effective communication with customers, and support the entire sales process

However, since KMS Solutions is a young company, which has been established for only three years since 2018, there lacked a detailed study into the company's content marketing activities Choosing the title

Ngày đăng: 08/07/2024, 19:13

Nguồn tham khảo

Tài liệu tham khảo	Loại	Chi tiết
8. Kenton, W. (n.d.), Sales Lead Definition , Investopedia, retrieved from https://www.investopedia.com/terms/s/sales-lead.asp	Link
9. Regenscheid, A., and Beier, G. (2011), Security Best Practices for the Electronic Transmission of Election Materials for UOCAVA Voters, National Institute ofStandards and Technology, retrieved fromhttps://nvlpubs.nist.gov/nistpubs/Legacy/IR/nistir7711.pdf	Link
10. Pulizzi, J., & Handley, A. (2017), B2B Content Marketing Benchmarks, Budgets, and Trends North — America , Hubspot, retrieved from https://contentmarketinginstitute.com/wp-content/uploads/2016/09/2017_B2B_Research_FINAL.pdf	Link
1. Kotler, P. et al (2016). Marketing 4.0: Moving from Traditional to Digital, Wiley	Khác
2. Pulizzi, J. (2013), Epic Content Marketing: How to Tell a Different Story, Break Through the Clutter, and Win More Customers by Marketing Less, McGraw-Hill Education	Khác
3. Blythe, J. (2005), Essentials of Marketing , 3 rd edition, Pearson Education Limited	Khác
4. Enge, E. et al (2012), The Art of SEO, O’Reilly Media, 2 nd edition	Khác
5. news release. (2006), In Oxford Learner s Pocket Dictionary of Business English ’ (p. 366), Oxford University Press.Website references	Khác