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Estratégia de conteúdos da RTP : a importância do content marketing na organização
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Orientador(es)
Resumo(s)
Atualmente a televisão é uma estrutura que cria e produz conteúdos para vários canais. Desde o início que a tecnologia foi a alavanca essencial dos conteúdos de televisão. Hoje em dia, o grande desafio colocado à escala global relaciona-se com o facto dos conteúdos se terem autonomizado, para lá dos canais, os conteúdos podem ser vistos quando e onde se quer e não deixam de ser conteudos de televisão.
Este estudo pretende esclarecer junto dos profissionais da RTP, através de um estudo qualitativo com base em oito entrevistas a colaboradores, a existência e eficácia da sua estratégia de conteúdo (onde se inclui o content marketing) bem como se este poderia sustentar esta unidade de negócio futuramente. Para além disso teve como objetivo compreender o modo como era gerado o processo de criação de conteúdos próprios desenvolvidos internamente pela RTP, bem como conteúdos envolvidos num âmbito de parceria com marcas, através da utilização de um modelo de análise desenvolvido com base na revisão da literatura.
Os resultados concluiram que não é totalmente identificável a existência de uma visão integrada e uma linha orientadora sustentada para a exploração do seu próprio conceito de content marketing nas sua organização, embora procure ter em conta conhecer os consumidores/cidadãos e a marca, escolher os recursos envolvidos, as plataformas de divulgação e proceder à medição dos resultados. Os responsáveis da RTP deixaram claro que veem o content marketing não como um substituto mas como um complemento no esforço global no marketing de uma marca.
Currently, television is a structure that manufactures and produces contents to various channels. Since the beginning, technology was the main tool of TV content. Nowadays, the biggest challenge on a global scale is the fact that the contents have become much more autonomous, beyond the channels, and it may be seen whenever and wherever we want, and they keep being Television´s Contents. This study aims to clarify to RTP professionals, through a qualitative study based on eight interviews with employees, the existence and effectiveness of their content strategy (including content marketing) as well as if it could support RTP in the future. Furthermore, its main goal was to understand how the creation process of contents developed by RTP happens, as well as the contents involved in the integration and in partnership with brands, through the use of an analysis´ model developed on the basis of the literature?s revision. The results have shown that is not fully identifiable the existence of an integrated vision and a guideline that enables RTP to explore its own concept of Content Marketing in its organization, even though RTP tries to know better the consumers/citizens and the Brand. RTP also tries to create content and choose the resources involved, the platforms of disclosure and it strives to proceed to the measurement of results. The RTP´s responsible made it clear that they see the Content Marketing not only as a backup but also as a complement, as integration, as a global effort on a Brand´s Marketing.
Currently, television is a structure that manufactures and produces contents to various channels. Since the beginning, technology was the main tool of TV content. Nowadays, the biggest challenge on a global scale is the fact that the contents have become much more autonomous, beyond the channels, and it may be seen whenever and wherever we want, and they keep being Television´s Contents. This study aims to clarify to RTP professionals, through a qualitative study based on eight interviews with employees, the existence and effectiveness of their content strategy (including content marketing) as well as if it could support RTP in the future. Furthermore, its main goal was to understand how the creation process of contents developed by RTP happens, as well as the contents involved in the integration and in partnership with brands, through the use of an analysis´ model developed on the basis of the literature?s revision. The results have shown that is not fully identifiable the existence of an integrated vision and a guideline that enables RTP to explore its own concept of Content Marketing in its organization, even though RTP tries to know better the consumers/citizens and the Brand. RTP also tries to create content and choose the resources involved, the platforms of disclosure and it strives to proceed to the measurement of results. The RTP´s responsible made it clear that they see the Content Marketing not only as a backup but also as a complement, as integration, as a global effort on a Brand´s Marketing.
Descrição
Mestrado em Marketing
Palavras-chave
Produção de conteúdos criação de conteúdos marketing de conteúdo estratégia de content marketing Content production content creation content marketing Content Marketing Strategy
Contexto Educativo
Citação
Antunes, Bernardo Di Giovine Freire de Andrade (2017). "Estratégia de conteúdos da RTP : a importância do content marketing na organização". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão