Content marketing är ett fenomen som vuxit och blivit en trend, på grund av den stora tillgången av information som onlinemiljön bidragit med till företagen. Vad content marketing handlar om har visat sig bristfälligt bland forskare, då det saknas en tydlig akademisk avgränsning. Definitionen av fenomenet content marketing är många, och forskare uttrycker sig olika vid beskrivningen om vad content marketing innebär. Hur content marketing används och vad som är viktigt att förmedla genom sin content marketing på sociala medier skiljer sig också från företag till företag. Däremot är flera forskare överens om att en strategi är viktig vid skapandet av content marketing. Syftet med denna studie är skapa en nyanserad bild av content marketing på sociala medier. Detta eftersom det råder delade meningar om innebörden av content marketing inom forskningsområdet. Att avgränsa studien till sociala medier har gjorts då onlinemiljön är ett för brett område för studiens storlek och avsatta tid. En kvalitativ små-N-studie har genomförts med intervjuer av företag. För att kunna besvara studien syfte genom företagens beskrivningar om deras uppbyggnad av content marketing på sociala medier. En tematisk analys har använts för att kunna identifiera återkommande teman ur det insamlade materialet från företagen. Resultaten från denna studie visar på att processen för hur content marketing på sociala medier används styrs utifrån vilka mål företag har, samt vilka dimensioner som företag anser viktigast vid en specifikt kampanj. Däremot påverkas inte antalet steg i processen som helhet av antalet mål eller antalet dimensioner, utan skiljer sig från företag till företag. Samt att sociala medier bidragit till nya fynd i processen. Således är content marketing på sociala medier ett komplext arbete. / Content marketing is a phenomenon that has grown and has become a trend, due to the vast availability of the information that the online environment has contributed to companies. What content marketing is involving has proved to be insufficient among researchers, as there is no clear academic delimitation. The definition of the content marketing phenomenon is many, and researchers express this differently when describing what content marketing means. How content marketing on social media is used and what is important to convey through content marketing also differs from company to company. However, several researchers agree that a strategy is important in the creation of content marketing on social media. The main purpose of this paper is to create a nuanced depiction of content marketing on social media. This is because there is disagreement about the meaning of content marketing in the research area. The delimitation of this paper to social media has been done because of the online environment is a too wide field for the size and time allocated for this paper. A qualitative small-N-study has been conducted with interviews of companies. In order to be able to answer this paper purpose through the companies' descriptions of their structure of content marketing on their social media. Thematic analysis has been used to identify recurring themes from the collected material from the companies The results of this paper show that the process for how content marketing on social media is used is governed by what goals companies have, and what dimensions companies consider most important in a specific campaign. However, the number of steps in the process as a whole is not affected by the number of goals or the number of dimensions but differs from company to company. And that social media contributed to new findings in the process. Thus, content marketing on social media is a complex work.

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Svenska företags intresse för att använda sig av content marketing har ökat, då idén att skapa mervärde för konsumenter med utbildande och värdefullt innehåll ligger rätt i tiden. Företag har insett att traditionell marknadsföring med ett ensidigt fokus på produkt eller tjänst inte längre övertygar dagens uppdaterade och kritiska konsumenter i ett digitaliserat samhälle. Content marketing har därför kommit att bli ett strategiskt förhållningssätt fokuserat på att skapa och distribuera värdefullt innehåll för att attrahera och behålla en tydligt definierad kundgrupp. Att marknadsföra sig digitalt ställer emellertid höga krav på företag att anpassa sina aktiviteter efter en snabbrörlig och föränderlig miljö, där konsumenter aktivt söker och delar information med varandra. Företag som ämnar använda sig av content marketing behöver således förstå att långsiktig planering, strategi och anpassning är viktigt för att kunna hantera utmaningar i processen. I denna kvalitativa studie undersöks hur svenska företag i banksektorn och marknadsföringsbyråer i Sverige upplever utmaningar inom content marketing. Trots att content marketing är utbrett i praktiken är det ett relativt nytt område inom forskningen och endast ett fåtal forskare ger en mer omfattande teoretisk förståelse för begreppet. Studien har därför som avsikt att även bidra med en teoretisk förståelse för content marketing på digitala plattformar, genom att belysa vilka kritiska aspekter som kan leda till komplikationer för företagen. Kvalitativa intervjuer har tillämpats som undersökningsmetod för att ta reda på hur respondenterna uppfattar sin omgivning och vilka åsikter som styr deras agerande i processen. Undersökningen innefattar sex svenska arbetare med ledarpositioner, tre är verksamma inom banksektorn och resterande i content marketing-byråer. Teorier som används behandlar vad digitalt innehåll av hög kvalitet innefattar, olika steg i content marketing-processen, samt en modell för kommunikation på digitala plattformar. Vår analys av empirisk data utifrån studiens teorier har visat att utmaningar kan identifieras i samtliga delar av content marketing-processen, vi anser däremot att de olika stegen är utsuddade och därför går utmaningarna in i varandra. De utmaningar som framträder tydligast är följande: implementering och fullföljning av content marketing-strategi, avgränsning av målgrupp, tid och resurser, interaktion på sociala medier, trovärdighet hos influencers. Den mest omfattande utmaningen är att isolera och utvärdera specifika content marketing-aktiviteter. Det blir därför svårt för företag att veta vad som behöver förbättras i deras content marketing-strategi. / The following qualitative study examines how Swedish banks and marketing agencies perceive and deal with challenges within the content marketing process on digital platforms. The report also seeks to provide theoretical understanding for content marketing on social media. The research methodology contains semi- structured qualitative interviews. The empirical study consists of interviews with six employees with leading positions operating in Stockholm. Three of the respondents work in Swedish banks, the other three in marketing agencies. The theoretical framework comprises theories about the content marketing process and elements as well as explaining communication on digital platforms. Analyzing the empirical data with help of the chosen theories shows that challenges are perceived in isolating and evaluating specific content marketing activities. A sequence effect to the challenge of evaluating is that companies find it difficult to know which parts of their content marketing that need to be improved.

Made available in DSpace on 2016-06-02T20:25:21Z (GMT). No. of bitstreams: 1 5583.pdf: 2165924 bytes, checksum: 9508776d3397fc5a516393218f88c50f (MD5) Previous issue date: 2013-08-30 / Universidade Federal de Minas Gerais / The multi-document human summarization (MHS), which is the production of a manual summary from a collection of texts from different sources on the same subject, is a little explored linguistic task. Considering the fact that single document summaries comprise information that present recurrent features which are able to reveal summarization strategies, we aimed to investigate multi-document summaries in order to identify MHS strategies. For the identification of MHS strategies, the source texts sentences from the CSTNews corpus (CARDOSO et al., 2011) were manually aligned to their human summaries. The corpus has 50 clusters of news texts and their multi-document summaries in Portuguese. Thus, the alignment revealed the origin of the selected information to compose the summaries. In order to identify whether the selected information show recurrent features, the aligned (and nonaligned) sentences were semi automatically characterized considering a set of linguistic attributes identified in some related works. These attributes translate the content selection strategies from the single document summarization and the clues about MHS. Through the manual analysis of the characterizations of the aligned and non-aligned sentences, we identified that the selected sentences commonly have certain attributes such as sentence location in the text and redundancy. This observation was confirmed by a set of formal rules learned by a Machine Learning (ML) algorithm from the same characterizations. Thus, these rules translate MHS strategies. When the rules were learned and tested in CSTNews by ML, the precision rate was 71.25%. To assess the relevance of the rules, we performed 3 different kinds of intrinsic evaluations: (i) verification of the occurrence of the same strategies in another corpus, and (ii) comparison of the quality of summaries produced by the HMS strategies with the quality of summaries produced by different strategies. Regarding the evaluation (i), which was automatically performed by ML, the rules learned from the CSTNews were tested in a different newspaper corpus and its precision was 70%, which is very close to the precision obtained in the training corpus (CSTNews). Concerning the evaluating (ii), the quality, which was manually evaluated by 10 computational linguists, was considered better than the quality of other summaries. Besides describing features concerning multi-document summaries, this work has the potential to support the multi-document automatic summarization, which may help it to become more linguistically motivated. This task consists of automatically generating multi-document summaries and, therefore, it has been based on the adjustment of strategies identified in single document summarization or only on not confirmed clues about MHS. Based on this work, the automatic process of content selection in multi-document summarization methods may be performed based on strategies systematically identified in MHS. / A sumarização humana multidocumento (SHM), que consiste na produção manual de um sumário a partir de uma coleção de textos, provenientes de fontes-distintas, que abordam um mesmo assunto, é uma tarefa linguística até então pouco explorada. Tomando-se como motivação o fato de que sumários monodocumento são compostos por informações que apresentam características recorrentes, a ponto de revelar estratégias de sumarização, objetivou-se investigar sumários multidocumento com o objetivo de identificar estratégias de SHM. Para a identificação das estratégias de SHM, os textos-fonte (isto é, notícias) das 50 coleções do corpus multidocumento em português CSTNews (CARDOSO et al., 2011) foram manualmente alinhados em nível sentencial aos seus respectivos sumários humanos, relevando, assim, a origem das informações selecionadas para compor os sumários. Com o intuito de identificar se as informações selecionadas para compor os sumários apresentam características recorrentes, as sentenças alinhadas (e não-alinhadas) foram caracterizadas de forma semiautomática em função de um conjunto de atributos linguísticos identificados na literatura. Esses atributos traduzem as estratégias de seleção de conteúdo da sumarização monodocumento e os indícios sobre a SHM. Por meio da análise manual das caracterizações das sentenças alinhadas e não-alinhadas, identificou-se que as sentenças selecionadas para compor os sumários multidocumento comumente apresentam certos atributos, como localização das sentenças no texto e redundância. Essa constatação foi confirmada pelo conjunto de regras formais aprendidas por um algoritmo de Aprendizado de Máquina (AM) a partir das mesmas caracterizações. Tais regras traduzem, assim, estratégias de SHM. Quando aprendidas e testadas no CSTNews pelo AM, as regras obtiveram precisão de 71,25%. Para avaliar a pertinência das regras, 2 avaliações intrínsecas foram realizadas, a saber: (i) verificação da ocorrência das estratégias em outro corpus, e (ii) comparação da qualidade de sumários produzidos pelas estratégias de SHM com a qualidade de sumários produzidos por estratégias diferentes. Na avaliação (i), realizada automaticamente por AM, as regras aprendidas a partir do CSTNews foram testadas em um corpus jornalístico distinto e obtiveram a precisão de 70%, muito próxima da obtida no corpus de treinamento (CSTNews). Na avaliação (ii), a qualidade, avaliada de forma manual por 10 linguistas computacionais, foi considerada superior à qualidade dos demais sumários de comparação. Além de descrever características relativas aos sumários multidocumento, este trabalho, uma vez que gera regras formais (ou seja, explícitas e não-ambíguas), tem potencial de subsidiar a Sumarização Automática Multidocumento (SAM), tornando-a mais linguisticamente motivada. A SAM consiste em gerar sumários multidocumento de forma automática e, para tanto, baseava-se na adaptação das estratégias identificadas na sumarização monodocumento ou apenas em indícios, não comprovados sistematicamente, sobre a SHM. Com base neste trabalho, a seleção de conteúdo em métodos de SAM poderá ser feita com base em estratégias identificadas de forma sistemática na SHM.

International companies face many challenges when operating in foreign country markets, as a new environment could be absolutely opposite to the one of the home market, which the companies are used to. One of the biggest issues for a company in the foreign market is to understand how to market its product and make it more appealing to the audience. This research is aimed at studying content marketing strategy as a new trend and a part of marketing strategy of an organization. Particularly, the main focus of this research is to investigate the process of building content marketing strategy of Western firms in the Russian environment. During the study, a few questions are illuminated, such as what steps are undertaken in order to manage a sound content marketing strategy and how the characteristics of Russian consumers influence the decision making and to what extent. The paper studies all these issues by the qualitative approach, presenting data and insights acquired through interviews with four Western companies, operating in Russia: Burger King, Johnson & Johnson, The Coca-Cola Company and Visa Inc. The analysis of the findings is done, comparing the experience of the companies with each other, which enables the authors to extract general patterns for content marketing strategy in Russia in terms of strategy building and consumer orientation and comparing empirical data with theoretical knowledge gained after the examination of the theory. The paper concludes giving answers to the research question and generalizing the analysis, as well as presenting the revised conceptual model. Later on, the main limitations of this study are mentioned and the suggestions for future research are stated to develop the understanding of content marketing strategy.

<p>Changes in sectors and industries have brought new challenges to corporations as well as been important driving forces for the dynamics in strategy at the corporate level. With the dramatic developments of the 1990’s in mind, such as multilateral free-trade agreements, liberalization, privatization, sharp industry growth/decline, increased competition and globalization, in particular within the telecom and the construction industry, this study contributes to describing and understanding strategic change at the corporate level as well as changes in the division of work within value chains. Strategy is defined as intentions, decisions and actions that relate to bundling and unbundling at different strategic levels, aiming to establish and reestablish a value chain position. Thus, outsourcing, M&As, modularization and systems development and sales are important strategic components which are examined from a value chain perspective. From a value chain perspective, the purpose of this study is to describe and understand strategic change at the corporate level in the telecom and construction industries during the 1990’s. More specifically this study shall contribute to describing and understanding (i) the dynamics of and between M&As, outsourcing, modularization and systemization, as well as (ii) industrial and financial drivers to strategic change.</p><p>The conclusions describe strategic change from a value chain perspective using three descriptive patterns, including an increasing degree of specialization and need for interorganizational coordination across the value chain. In addition, outsourcing and modularization of systems and an increased scope of offering through systemization and BOT-projects, result in the fact that due to M&As the horizontal boundary of the firm sometimes goes beyond the industry scope while the vertical scope is often narrowed through outsourcing. The conclusions also focus on understanding the content of strategic change, that is to say the dynamics of and between mergers and acquisitions, outsourcing, modularization and system sales. These findings are summarized in nine explanatory patterns. These patterns show that the strategic decisions of bundling and unbundling at the corporate and functional level through mergers and acquisitions, outsourcing, systemization and modularization are guided by an industrial as well as a financial logic. By considering the descriptive and explanatory patterns found this study, the conclusions also include what to expect during the next decade with regard to corporate strategy from a value chain perspective in five predictive patterns.</p>

Changes in sectors and industries have brought new challenges to corporations as well as been important driving forces for the dynamics in strategy at the corporate level. With the dramatic developments of the 1990’s in mind, such as multilateral free-trade agreements, liberalization, privatization, sharp industry growth/decline, increased competition and globalization, in particular within the telecom and the construction industry, this study contributes to describing and understanding strategic change at the corporate level as well as changes in the division of work within value chains. Strategy is defined as intentions, decisions and actions that relate to bundling and unbundling at different strategic levels, aiming to establish and reestablish a value chain position. Thus, outsourcing, M&amp;As, modularization and systems development and sales are important strategic components which are examined from a value chain perspective. From a value chain perspective, the purpose of this study is to describe and understand strategic change at the corporate level in the telecom and construction industries during the 1990’s. More specifically this study shall contribute to describing and understanding (i) the dynamics of and between M&amp;As, outsourcing, modularization and systemization, as well as (ii) industrial and financial drivers to strategic change. The conclusions describe strategic change from a value chain perspective using three descriptive patterns, including an increasing degree of specialization and need for interorganizational coordination across the value chain. In addition, outsourcing and modularization of systems and an increased scope of offering through systemization and BOT-projects, result in the fact that due to M&amp;As the horizontal boundary of the firm sometimes goes beyond the industry scope while the vertical scope is often narrowed through outsourcing. The conclusions also focus on understanding the content of strategic change, that is to say the dynamics of and between mergers and acquisitions, outsourcing, modularization and system sales. These findings are summarized in nine explanatory patterns. These patterns show that the strategic decisions of bundling and unbundling at the corporate and functional level through mergers and acquisitions, outsourcing, systemization and modularization are guided by an industrial as well as a financial logic. By considering the descriptive and explanatory patterns found this study, the conclusions also include what to expect during the next decade with regard to corporate strategy from a value chain perspective in five predictive patterns.

Цель магистерской диссертации заключается в выявлении редакторской специфики создания контент-маркетинговой стратегии театральных корпоративных изданий с последующим составлением рекомендаций. Редакторский подход к созданию контент-маркетинговой стратегии театрального корпоративного издания определяет новизну исследования. Материалом для исследования послужили театральные корпоративные издания «Урал Опера Балет» и Московского театра «Новая Опера». Общий объем проанализированного материала составил более 1200 текстов разных жанров и свыше 1950 иллюстраций из 135 выпусков. В фокусе исследовательского внимания оказались заметки, интервью и фотография как визуальный жанр. В процессе исследования были проанализированы коммуникативные тактики в материалах заметки и интервью, способствующие решению задач, поставленных контент-маркетинговой стратегией. Коммуникативные тактики были разделены на четыре группы – сопоставительные, воздействующие, самопрезентации, взаимоотношений со зрителем. Общими для театральных корпоративных изданий «Урал Опера Балет» и Московского театра «Новая Опера» являются тактики заботы и участия, «проблемное поле», ожидания положительной оценки, ценностной ориентации. Таким образом, издания не только формируют позитивный образ театров и транслируют их ценности, но и открыто обозначают существующие проблемы. По результатам анализа визуального контента предложена классификация жанров фотографии театральных корпоративных изданий. Было выделено три жанра – фоторепортаж, портретное и объектное фотоизображения, которые подразделяются на поджанры. Фоторепортаж представлен сценой из спектакля, фото с репетиции, событийным фото, фотоальбомом. Портретные фотоизображения имеют следующие разновидности: актер в роли, человек за работой, репортажный, постановочный, архивный. Объектные фотоизображения разделяются на фотографии театральных декораций, костюмов, интерьеров, документов. Перечисленные визуальные жанры, за исключением постановочного фотопортрета, помогают эффективно воздействовать на аудиторию и достигать целей театральной организации. При опоре на положительный и отрицательный опыт рассмотренных СМИ театральным корпоративным изданиям был предложен перечень рекомендаций для создания текстового и визуального контента. / The purpose of the master's thesis is to identify the editorial specifics of the content-marketing strategy of the theatrical corporate publications, followed by recommendations. The editorial approach to creating the content-marketing strategy for the theatrical corporate publication determines the novelty of the research. The foundation for the research was the theatrical corporate publications of «Ural Opera Ballet» and the Moscow theater «New Opera». The total volume of the analyzed material was more than 1200 texts of different genres and more than 1950 illustrations from 135 editions. Notes, interviews and photography as a visual genre were in focus of research attention. During the process of research, the communicative tactics were analyzed by the notes and interviews. These tactics contribute to the solution of the tasks, which are set by the content-marketing strategy. Communicative tactics were divided into four groups – comparative, influencing, self-presentation, relationship with the viewer. Tactics of care and participation, «problem field», expectations of positive evaluation, value orientation are common for theater corporate publications of «Ural Opera Ballet» and the Moscow theater «New Opera». Thus, the publications not only form a positive image of theaters and transmit their values, but also openly identify existing problems. The classification of genres of photography of theatrical corporate publications is proposed based on the results of the analysis of visual content. There were highlighted three genres: photo reportage, portrait and object photo images, which were subdivided into subgenres. A photo reportage is presented by a scene from a performance, by a photo from a rehearsal, by an event photo, by a photo album. Portrait photo images have the following varieties: actor in the role, person at work, reporting, staged, archived. Object photo images are divided into photographs of theatrical scenery, costumes, interiors, documents. The listed visual genres, with the exception of a staged photo portrait, help to effectively influence on the audience and achieve the goals of the theatrical organization. The list of recommendations for the creation of text and visual content was proposed to the theater corporate publications based on the positive and negative experience of the reviewed media.