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The Use of Social Media: Influence of Content Marketing for Brazilian Health Industry SMEs
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Author(s): Zaíla Oliveira (University of Maia, Portugal & Polytechnic of Porto, Portugal), Sara Teixeira (ISCAP, Polytechnic of Porto, Portugal), Sandrina Teixeira (ISCAP, Polytechnic of Porto, Portugal)and Joaquim Monteiro Pratas (University of Maia, Portugal & University of Aveiro, Portugal)
Copyright: 2024
Pages: 25
Source title:
Connecting With Consumers Through Effective Personalization and Programmatic Advertising
Source Author(s)/Editor(s): Jorge Remondes (Instituto Superior de Entre Douro e Vouga, Portugal & ISCAP, Instituto Politecnico do Porto, Portugal), Paulo Madeira (Instituto Superior de Entre Douro e Vouga, Portugal)and Carlos Alves (Instituto Superior de Entre Douro e Vouga, Portugal)
DOI: 10.4018/978-1-6684-9146-1.ch013
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Abstract
The best way to capture consumer attention and entice them to purchase is by generating leads using an inbound marketing strategy. The research question raised is about the content marketing influences attraction and conquering leads/promoters. This chapter includes a qualitative method study, with content analysis, of health professionals with social media profiles, in the Brazilian market. The interviews helped to highlight the benefit of using content marketing to capture leads/promoters and that through relevant content, it was possible for professionals to become better known in the market, as well as to establish a closer relationship with their potential consumers. The insights produced by this chapter are particularly interesting for researchers, teachers, small business managers, and digital marketers, as it provides important clues about how often content marketing should be communicated on social media, what types of content, and the most appropriate messages to communicate in the healthcare industry, on Facebook and Instagram, and which formats are most relevant to use.
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