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  • Developing Content Marketing Strategy for Personal Finance Management Mobile Application (the Case of CoinKeeper Application)

Developing Content Marketing Strategy for Personal Finance Management Mobile Application (the Case of CoinKeeper Application)

Student: Zhuravleva Daria

Supervisor: Oxana Yuldasheva

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Marketing Technologies (Master)

Year of Graduation: 2016

Annotation Most of the companies do employ content marketing. However, there is no any formalized content marketing strategy for this process. Understanding of the result content strategy pursue and efficiency metrics that can be used is extremely vague. Therefore, the aim of this study is to develop content marketing strategy for the personal finance management mobile application. The tasks that are stated in this work are: 1) To study content marketing development literature and highlight important features of content marketing strategy. 2) To investigate specific features of PFM segment of mobile applications development 3) To learn about business aims of Disrapp and figure out, how content strategy will satisfy them. 4) To provide content audit and audience analysis. 5) To develop content strategy, based on above mentioned findings.

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