Sadržajni marketing u službi brenda i reputacije

master's thesis

• Title (english): Content marketing in the service of brand and reputation
• Author: Barbara Blečić
• Mentor: Jelena Jurišić (mentor)
• Mentor: Vladimir Pavlić (mentor)
• Committee member: Ivan Burić
• Committee member: Martell Vukušić
• Committee member: Jelena Jurišić
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2015-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Ovaj rad bavi se sadrţajnim ili content marketingom kao komunikacijskom strategijom promocije dobara ili usluga u kojoj i autor i korisnik sadrţaja izlaze kao pobjednici – autor dobiva brend, autoritet i reputaciju u svom polju djelovanja dok konzument sadrţaja dobiva relevantne informacije o odreĎenoj temi te stručnjaka od povjerenja za obraćanje u nevolji.
Sadrţajni marketing je korisnički orijentirana strategija gdje nije u središtu organizacija, već korisnik, odnosno osobe koje na direktan ili indirektan organizaciji pomaţu u njenom opstanku i kao takvi zasluţuju više paţnje nego što su ih dobivali do sada. Sadrţaj je pritom kreiran na način da pomaţe i educira korisnike, a ne da prodaje proizvod ili uslugu.
Pokušali smo tu strategiju objasniti kroz njezine definicije, obiljeţja, povijest, strategije, oblike i primjere te utvrditi u kakvoj je poziciji ta strategija danas te ima li kakvog potencijala u budućnosti. TakoĎer smo pokušali utvrditi vrijednost sadrţaja kao takvog te naglasiti vaţnost komunikacije javnih osoba i organizacija prema svojim dionicima i ciljanim javnostima poput potencijalnih i postojećih potrošača i klijenata.

Abstract (english)

This thesis deals with content marketing as communication strategy of promotion of goods or services in which both the author and users are coming out as winners - the author gets the brand, authority and reputation in its field while user gets relevant information about a particular topic. Content marketing is user-oriented strategy which helps users, or more precisely, persons who directly or indirectly help the organization in its survival and as such they deserve more attention than they have received from organizations so far. Content is thereby created in a way that helps and educates users and not to sell the product or service. We have tried to explain this strategy through its definitions, characteristics, strategy, history, forms and examples and to determine what is the position of this strategy today and is there potential for it in the future. We have also tried to determine the value of the content as such as well as to emphasize the importance of communication of public figures and organizations to their stakeholders and target audiences such as potential and existing customers and clients.

• Keywords: content marketing; sadrţajni marketing; sadrţaj; brend; reputacija; autoritet; mikroniše; plemena; zajednice; komunikacijska strategija; internet
• Keywords (english): content marketing; content; brand; reputation; authority; niche; tribes; community; communication strategy; internet
• Language: croatian
• URN:NBN: urn:nbn:hr:111:712065
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2015-10-22 08:43:01