Content marketing: social media engagement of Italian wineries

Abstract

Content marketing is a discipline that is emerged in recent years, because of the inefficiency of traditional marketing methods. Today users need interesting and valuable information, because spending most of their time on internet and social media, they need high-quality contents, able to catch consumers’ attention, to be helpful, to entertain, and to educate. Companies started used content marketing because it’s a discipline that can help them to build stronger relationships with their consumers, putting the latter in the center and making them the most important part of the strategy. There are many types of content and also different types of motivations that push consumers to interact with a content: for this reason, the aim of this thesis is to investigate the online presence of the most remunerative Italian wineries on Facebook, and discover if different types of contents can generate different types of reactions. This thesis is divided into four parts: the first part introduces the history of content marketing, facing what it is and which are the advantages of this technique, the second part discusses the inbound marketing and the content marketing strategy, the third part is a collection of the principal studies made in this field, and the last one is the analytical part, which analyses the posts of the Italian wineries in order to figure out which are the most engaging contents.