Plan estratégico de contenidos para la empresa SPENCER CORPORATION en el tercer trimestre del año 2024

Abstract

Abstract: The objective of this work is to develop a content plan that allows strengthening the digital positioning of the company SPENCER CORPORATION. It began with the construction of a Buyer Persona that includes the needs, aspirations and main characteristics of the company's target audience. Once this process was developed, an empathy map was created. This tool allowed exploring the social context of the user, analyzing their economic, cultural and educational characteristics, ensuring that the solutions generated are effective and aligned with their expectations. To gather the information, research methods such as analytical and social research, in-depth interviews, bibliographic review and social media analysis were applied. After studying and analyzing the company's communication and positioning on social networks, it was found that the company has extensive experience in the development of corporate events, social events, national and international concerts, among others, but it maintains a lack of consistency in its publications. Its communication planning must be permanent, as well as the generation of digital content that enhances the services it offers.