Especialização em Marketing Estratégico
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Navegando Especialização em Marketing Estratégico por Autor "Rech, Luana Iagê"
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Artigo Científico Acesso aberto A importância do conteúdo na estratégia de inbound marketing(2018) Rech, Luana IagêThis paper aims to demonstrate the role of content in the efficiency of Inbound Marketing strategies. Through a bibliographic review, the concept of Inbound Marketing will be presented, the differences and benefits of this strategy in relation to traditional marketing (Outbound) and the steps of the content production process to attract, convert, retain and engage customers through a interactive and ongoing relationship between the brand and customers. It will be possible to perceive that content is a clever way to attract the public because it creates deep connections between brands and customers, establishing a relationship of exchange and trust and respecting the journey of interest for the brand. Thus, being the opposite of commercials (online and offline), invasive and focused only on sales, and at a much lower cost compared to traditional marketing actions. In addition, it brings a number of other advantages to the companies that adopt it, such as reaching the right audience, establishing a closer and lasting relationship, increasing the power of persuasion, shortening the sales cycle, increasing the average ticket, and being able to measure results in real time.