Estratégias de webdesign e produção de conteúdo, nos projetos de marketing digital de conteúdo, visando à otimização da conversão

Abstract

This research studies digital content marketing and the search for conversion optimization. To ensure the most detailed analysis, we limit this search to web design strategies and the production of web content. Thus, we came to the research problem: what web design and content production strategies can be adopted in digital content marketing projects, aiming to the conversion optimization? Therefore, we define that the main objective is to seek and understand the relationship between these areas. We also defined the necessary steps to achieve the objective: to study the concepts of marketing, digital marketing and digital content marketing; to develop a map of the evolution of the design concept, seeking the state of the art of web design; to research the concept and analyze web content production practices; to map digital content marketing strategies; to study the concept of conversion; to relate and compare web design practices and web content production, looking for synergistic points. To study the topic, we used netnography as a base method, supported by bibliographic research techniques, in-depth interviews, focus group and content analysis. Through this, it was possible to conclude that the various techniques of web design and content production are inseparable from a good digital content marketing project and the consequent optimization of the conversion. [resumo fornecido pelo autor]