Bibliographic citations
Ponce, M., Pinto, J. (2024). El marketing de contenidos como herramienta para el desarrollo de un posicionamiento digital en una agencia de relaciones públicas [Trabajo de suficiencia profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/675553
Ponce, M., Pinto, J. El marketing de contenidos como herramienta para el desarrollo de un posicionamiento digital en una agencia de relaciones públicas [Trabajo de suficiencia profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/675553
@misc{renati/502815,
title = "El marketing de contenidos como herramienta para el desarrollo de un posicionamiento digital en una agencia de relaciones públicas",
author = "Pinto Gonzales, Jafet Yermolay",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
LIBA, a public relations agency with more than 7 years in the Peruvian market, had a good performance in client acquisition since its creation, but this number was not enough for them. The company wondered why the client portfolio was not growing. They analyzed the situation and realized that they had no presence in the digital world. As a consequence, the communications area proposed to carry out a digital strategy for the company to have more visibility in the digital world and be able to attract more customers. This research work begins to give the necessary recognition to LIBA, whose job is to convey the clear campaign message to its customers and community in general. The main objectives of this work were to increase the reach of Facebook, Instagram and LinkedIn posts by at least 30% by creating content in one quarter and to increase engagement on Facebook, Instagram and LinkedIn posts by 20% by implementing community engagement strategies in one quarter. The methodology used was strategic planning based on content marketing. This involves creating varied content tailored to the characteristics and expectations of the audience. In the results, an average increase of 40% was observed in the reach of publications on social networks and engagement increased by 30%, indicating greater interaction and participation on the part of the audience.
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