HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège

Content strategies for B2B companies practical application for EVS Broadcast equipment

Manguette, Florence ULiège
Promotor(s) : Ates, Zelal ULiège
Date of defense : 21-Jun-2016 • Permalink :
Title : Content strategies for B2B companies practical application for EVS Broadcast equipment
Translated title : [fr] Stratégies de contenu pour les entreprises B2B - Application pratique pour EVS Broadcast Equipment
Author : Manguette, Florence ULiège
Date of defense  : 21-Jun-2016
Advisor(s) : Ates, Zelal ULiège
Committee's member(s) : Mawhin, Marie ULiège
Blavier, André ULiège
Napolitano, Sergio 
Language : English
Number of pages : 137
Keywords : [en] content marketing
[en] business-to-business
[en] database
[en] customer's segmentation
Discipline(s) : Business & economic sciences > Marketing
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en Digital Marketing and Sales Management
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[en] The content marketing has been selected, in 2016, as the digital marketing activity with the greatest commercial impact. This is without any doubt that companies can have many advantages to implement such a strategy inside their structure. However, how is it going in business-to-business?

This work has been written in order to identify obstacles and weaknesses that the marketing department at EVS can encounter at the moment of implementing a content marketing strategy. A deeper analysis of the digital communication means has been conducted; social networks, emailing of marketing campaign and the website. Then, the database and the emailing tool have been observed more deeply in order to settle a requalification campaign. This campaign is designed to collected more information about contact to allow the company to better segment their target audience.

Finally, this confidential thesis develops recommendations to help the company to evolve toward the distribution of relevant content with an eye to increase their visibility and then to perpetuate their status of influencer.



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  • Manguette, Florence ULiège Université de Liège > Master sc. gest., fin. spéc. digit. mark. & sale (ex 2e ma.)


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