O blog como ferramenta estratégica de marketing de conteúdo – estudo de caso de uma empresa do segmento de saúde do Ceará

Abstract

This study focused on the analysis of the relevance of a blog in an organization's content marketing strategy, which was analyzed through a single case study in a health company in the state of Ceará. The work was based on documentary research and information collection through interviews with the management responsible for monitoring the strategy in the company. It was possible to show with the research that the blog is an important tool for attracting visitors and potential customers in a content strategy, allowing the brand to be seen as an authority in its niche and creating a link with its audience. However, the content marketing strategy requires constant monitoring in order to make sure that the content delivered is generating due interest in the desired audience.