Estrategias de marketing de contenidos para posicionar a la Empresa Futura Ec de la ciudad de Cuenca

Abstract

In this case study, Content Marketing strategies were proposed to improve the positioning of the company Futura Ec from the city of Cuenca. A research was carried out with a mixed methodological design, of an exploratory and descriptive nature, at the meso level. This combination allowed us to explore in depth the reality of Futura Ec, as well as to describe in detail its characteristics and processes. The results allowed us to understand the reality of the company both externally and internally, allowing us to evaluate its current situation and have a holistic context of its strengths, weaknesses, opportunities and threats. For this purpose, several data collection tools were used, the results of which allowed us to obtain valuable information to define the current STP of the company. After a more in-depth analysis as an audit, a contrast could be made with what was established by the company and the results obtained from the analysis, allowing us to propose corrections and recommendations. Finally, to meet the main objective of the study, proposals were defined on content marketing strategies, adapted to the real and current situation of the company.