B2B content marketing for early-stage start-ups : a focus on effectiveness for growth : case : healthcare start-up
Swart, Liesbeth (2024)
Pro gradu -tutkielma
2024
School of Business and Management, Kauppatieteet
Kaikki oikeudet pidätetään.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe20241210100755
https://urn.fi/URN:NBN:fi-fe20241210100755
Tiivistelmä
The thesis investigates how startups can enhance B2B content marketing. It highlights the distinction of B2B content marketing and other theoretical concepts from traditional methods by focusing on building long-term customer relationships, building trust, and developing thought leadership. The study emphasizes data-driven content enhancement decisions by using digital channels and analytical data. This offers startups a framework to create effective content strategies for cost-effective growth.
The study also examines the case company's 2 video marketing campaigns. These campaigns are developed based on content for building trust and thought leadership. The content is educating the decision-makers about the case company's product. Important findings show that Campaign 2 had better click rates, more website visits and higher funding than Campaign 1. This happened because of improved engagement strategies. Campaign 2 really succeeded.
The research shows that quasi-experimental methods, like Interrupted Time Series (ITS) analysis, help start-ups check the effects of content marketing. They do this without paying for expensive trials. Analysis of campaign data proves how customer-focused content plans connect well with audiences. This connection is vital.
The study also examines the case company's 2 video marketing campaigns. These campaigns are developed based on content for building trust and thought leadership. The content is educating the decision-makers about the case company's product. Important findings show that Campaign 2 had better click rates, more website visits and higher funding than Campaign 1. This happened because of improved engagement strategies. Campaign 2 really succeeded.
The research shows that quasi-experimental methods, like Interrupted Time Series (ITS) analysis, help start-ups check the effects of content marketing. They do this without paying for expensive trials. Analysis of campaign data proves how customer-focused content plans connect well with audiences. This connection is vital.