Marketing de conteúdo
: planeamento, estratégia e execução

  • Rita Maria Ferreira Oliveira (Student)

Student thesis: Master's Thesis


The discipline of marketing has been undergoing changes that accompany, amongmany factors, the technological evolution, changes in the behaviour of consumers asintegral parts of society, and the phenomenon of globalization.Marketing, as a constant study of an evolving state, comprises an enormous poolof terms, strategies and even genres.With the emergence of the internet and the development of informationtechnologies, the term "digital marketing" became popular, both from a theoretical pointof view - being studied by the academic world - and from a practical point of view, beingimplemented as a strategic plan by several companies worldwide. Following thispopularization, and also in a digital perspective, the term "content marketing" emerged,which, characterized as part art, part science, provides a detailed segmentation, and,through the collection of data on the target consumer, allows companies to add value totheir image and tell stories with which the consumer identifies, thus contributing to theestablishment of a relationship between company and customer. It also provides anincrease in brand credibility and contributes directly to brand positioning.A content marketing strategy proves to be impactful and effective in the successof a brand, in this sense, this work focuses mainly on the procedures, tools and strategiesof content marketing. Among the results obtained, it is worth mentioning the importance of segmentation and the help that tools like Google Analytics Audience can provide. There are several tools that assist the marketer in outlining a content marketing strategyand creating it, such as Google Trends, Similar Web, Google Adwords' Keyword Tool,among others. The object of study came from a curricular internship at Vitamina Digital Agency, which lasted four months, and where the researcher of this project worked exclusively with content production, management and distribution.
Date of Award25 Feb 2022
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorClarisse Pessôa (Supervisor)


  • Digital marketing
  • Content marketing
  • Target audience segmentation


  • Mestrado em Comunicação Digital

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