Relatório de estágio de mestrado em Marketing e EstratégiaContent Marketing has been a marketing strategy widely used lately among professionals in the
field, due to its way of creating customer value, engaging customers, and building customer
relationships. The internet and the rapid rise of new technologies have forced several areas to
reinvent themselves and position themselves in the market in a unique way. Therefore, to create
content marketing with value and purpose, a brand also needs a differentiated branding that is very
well aligned with its positioning. In addition, knowing the personality of a brand is very important
to direct the content created and for them to differentiate themselves in the market.
In this context, this is an internship report that seeks to measure the personality of Covet Group
brands as one of the studies and, in an exploratory way, the other study seeks insights into the
content marketing carried out by WeBlog. This report then appears to apply the theoretical-practical
knowledge acquired throughout the course, validate the work carried out in the company and
generate contributions to the department. Among the content marketing activities carried out
during the internship, we had the opportunity to create articles for the blogs that the department
manages and create content for the social networks Instagram and Pinterest. The purpose of this
work being to increase traffic and generate leads to company pages.
The main objectives of this case study were to highlight brand concepts and their importance, as
well as understand how they are adapted in a practical context; to determine the personalities of
the Covet Group brands; to explore the content marketing work carried out by Weblog; And to
understand how these brands are positioned and differentiate their selves. The data collected
allowed me to see that the number of leads generated from content marketing increased with the
increase in publications. However, not in the amount of information provided by these leads. In
addition, the interviews collected to define the personalities of the brands are very important to
guide the content created by the Weblog department
