Building a diverse content marketing strategy on the social network platform of the story communication limited liability company

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY FACULTY OF BUSINESS ADMINISTRATION INTERNSHIP REPORT Major: Marketing Building a diverse Content Marketing

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES

- INFORMATION TECHNOLOGY FACULTY OF BUSINESS ADMINISTRATION

INTERNSHIP REPORT

Major: Marketing Building a diverse Content Marketing strategy

on the social network platform of The Story Communication

limited liability company

Student’s name: H6 Thi Xuan Mai

TABLE OF CONTENTS

ADVERTISING AND COMMUNICATION COMPANY LIMITED 1 1.1 The process of formation and deveÌoprm€nit c1 2 2 2112221121211 1521112 xrkrrez 1 1.2 Organizational chart 0 2112211222112 1112115 111111110115 1118111011101 2

II WE s0) 30.2ì.aiiadiiiiiaaiiảảả 2

1.5 Business results oÊthe company 1n 3 y€4T§ ác 0 Sn 2n S21 * 121k re 3 1.6 The role of terns nan e ố 4 CHAPTER 2: ANALYZING THE SITUATION AND PROCESS OF ORGANIZING AND IMPLEMENTING DIVERSE CONTENT MARKETING STRATEGIES ON SOCIAL NETWORKING PLATFORMS AT THE STORY COMMUNICATION 5 2.1 Business situation of Content Marketing segment at The Story Communication 5 2.1.1 Current market confent and socIal needđls che 5 2.1.2 Business situation through marketing activities of The Story Communication 5

PA ` (0906 5 6 2.1.3 Marketing mmI% c1 0221111211121 1011119112011 1 181118111 111g 11H kg ket 8 2.2 Process of implementing content marketing strategy at The Story Communication 12 2.2.1 Specific implemenfafion - c1 1122212211121 1151151115811 5 111115011112 12 2.2.2 Current status of strengths and weaknesses of The Story Communication 15 CHAPTER 3: PROPOSALS AND SOLUTIONS TO IMPROVE EFFICIENCY IN BUILDING A DIVERSE CONTENT MARKETING STRATEGY ON THE STORY COMMUNICATTION'S SOCIAL NETWORKING PLUATFORMS 17 3.1 Solutions that promofe strengths L1 2c 1201122112211 2115125111111 150115 11111 key 17 3.1.1 Enhance content creativity and InnoVatIon ác cccc c1 2122 2211k re 17 3.1.2 Strengthen connections with partners and cUSfOI€T§ - c 27c 222cc cs s2 17 3.2 Solutions to overcorme wealkfi€§SGS óc nnnnnn HH HH n2 11112 1 H1 HH hkn 17 3.3 Solutions to take advantage o ODDOTfUTIfI€S - ccc 2212221122111 121211 key 18 3.3.1 Increase audience reache ố e 18 3.3.2 Build strategIc relatIonshIps c1 221222121211 121 1112211111181 1811 1111 ke 18

3.4 Solutions to challenges L1 20 2211122111211 12111151115 1115 tt rà re 18 3.4.1 A dapt to algorithm changes L0 2211121111212 121 1111112112811 1 1251k rưy 18 3.4.2 Ensure creativity and legality ccc cece ccc ccsc eens eeetse eens seeecusseenesseeeenseeess 18 CONCLUUSIONN HH TH TH HH Họ TH Họ TH TH HH HH Họ TH 20

LIST OF FIGURE

Figure 1.1 Logo of The Story Communication (The Story Communication, About Us, 2024) C11 1111111111111111 1111111111 1111111111111 1111111 11 1111111111111 11 1111111111111 1111111 11111111111 H1 Tà TH TH KH Hkt 1 Figure 2.1 The Story Communication cooperates in advertising with a game company (Truyenchapmoi.vn, 2024) - c1 111211122 12 11101511 H115 15 111511 kk nh kg tu 9 LIST OF TABLE

Table 1.1 Business results of the company in 3 years (The Story Communication, Report on business results 2021-2023, 2023) - L1 2112111121112 101 1112111011111 11 1111111111111 1 1H kg ky 3 LIST OF CHART

Chart 1.1 Organizational Chart (The Story Communication, Organizational chart, 2024) 2

ABSTRACT This internship report analyzes current marketing strategies at The Story Communication company, building diverse content on social networks to attract audiences Emphasize the importance of constantly exploring and creating attractive and trend-catching works to mcrease interaction on social networks, and cope with and deal with changing algorithms on platforms This The internship report emphasizes the role of building marketing strategies that drive company success, improve weaknesses and promote strengths, increase brand recognition and achieve growth in the industry This competitive market In these ways, The Story Communication can change and continue to develop more dynamically and effectively

to meet the needs of partners who want to cooperate to support the media and the audience

Keywords: marketing strategies, The Story Communication, diverse content, social

networks, audience engagement, trend-catching works, interaction increase, algorithm

changes, brand recognition, competitive market growth, partner collaboration, media support, audience needs

CHAPTER 1 INTRODUCTION TO THE COMPANY OVERVIEW STORY ADVERTISING AND COMMUNICATION COMPANY LIMITED 1.1 The process of formation and development

The Story Communication is one of the reputable broadcasting and advertising companies established in 2017 During its time of operation, the company has worked with many big brands in Vietnam such as Pharmacity, Alaxan, Aeon Viet Nam , Beko Viet Nam, so more Creates many TVC products and provides marketing communication solutions for more than

40 international and large and small businesses in Vietnam The Story Communication 's motto "work hard, play hard" has created many successful campaigns and affirmed its position in the media and advertising industry in Vietnam (The Story Communication, About Us, 2024)

| #Assemble

THE STORY

Communication

Figure 1.1 Logo of The Story Communication (The Story Communication, About Us, 2024)

LIMITED

Short name: THE STORY COMMUNICATION

Type of operation: Limited Liability Company

Tax code: 0317730132

Date of establishment: April 7, 2017

Address: 58/22/48 Phan Chu Trinh, Ward 24, Binh Thanh District, Ho Chi Minh City, Vietnam

Business license number: 0107307178

Founder: Mr Do Hong Phat

i Designer Lại Content

Chart 1.1, Organizational Chart (The Story Communication, Organizational chart, 2024)

The Founder/Head of Accounts builds customer relationships and manages marketing campaigns The Co-founder/CEO oversees agency operations and makes key decisions The Co-founder/Head of Planning creates marketing plans aligned with customer needs The Digital Planner executes marketing strategies and analyzes market trends, collaborating with Designers for tailored content The Media Leader manages media campaigns and coordinates with Digital/Media Executives The Development Manager oversees digital projects and technical development in collaboration with Content and Design teams The Digital/Media Executive implements and analyzes digital media campaigns The Account Manager handles customer relationships and internal communication The Content Manager develops marketing content and coordinates with Designers The Designer creates visual elements for campaigns The HR/Accountant manages HR and financial operations 1.3 Targer audience

The company's main target audience is large and small domestic and international businesses

in the advertising and media industry that want to enhance, create marketing campaigns and offer communication solutions for businesses to create interaction with customers, build a strong brand image through effective advertising campaigns

1.4 Scale of operation

The company operates in the form of a limited liability company Through 7 years of establishment, the company has accompanied children in Vietnam through a variety of fields

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such as electronics, solar batteries, pharmacy chains, medicine product chains,so more With

a team of employees Creativity, enthusiasm, dedication to the business and with the motto

"work hard - play hard", the company has created many successful projects and received positive feedback from customers in the past Creating creative advertising campaigns and providing the most timely and appropriate communication solutions (The Story Communication, About Us, 2024)

1.5 Business results of the company in 3 years

1,162,475,000 | 1,563,088,040 | 2,409,443,800 34.42% 54.12% price

1.6 The role of interns

I took on the responsibility of managing fan pages on Facebook, meticulously planning content strategies to increase traffic and create interaction between users This includes analyzing audience preferences and trends to customize content to be most effective To drive traffic to these fan pages, I use a variety of multimedia strategies, mcluding video reels and tiktok videos, strategically integrated to capture the attention of the target audience Manage company-owned Facebook pages, strategize and update trending content to ensure the content is attractive and creates interaction on social networking sites Including creating reels, videos, and other trending content to attract target customers Proficient in using social media management tools, ensuring timely and optimal posting times each day to achieve reach and interaction Besides, it also manages user access indicators on social networking sites

In addition to managing social media platforms, I deliver engaging articles and blog content

on client websites upon request This includes crafting stories that readers can relate to, conveying the brand's message and values while remaining relevant and interesting By consistently providing high-quality, engaging content, I contribute to the growth and success

of our online presence and community engagement activities

CHAPTER 2: ANALYZING THE SITUATION AND PROCESS OF ORGANIZING AND IMPLEMENTING DIVERSE CONTENT MARKETING STRATEGIES ON SOCIAL NETWORKING PLATFORMS AT THE STORY COMMUNICATION 2.1, Business situation of Content Marketing segment at The Story Communication 2.1.1 Current market content and social needs

Social networks are increasingly becoming an important communication channel to attract more potential customers and update new information in life with an increasing number of users and high demand for creative, attractive content According to current trends Platforms such as Facebook, Youtube , and tiktok are attracting millions of users in Vietnam

to access these platforms

Therefore, at The Story Communication, creativity and continuous innovation in providing diverse and attractive content on social networks is considered the key to success in creating favorable conditions for reaching and interacting with customers potential customers at a time when social networks are extremely developed like today

2.1.2 Business situation through marketing activities of The Story Communication With the rapid development of social networks, The Story Communication is increasingly making efforts to diversify its product marketing content on social networking platforms and enhance brand recognition in the minds of audiences, not Stop searching and meeting customer needs Creating creative, attractive, and trend-catching content are the keys to success that the company is aiming for because social networks have become an important tool to attract potential customers and provide timely information reach the audience Revenue in 2023 increases by 108.21% compared to 2021, showing that The Story Communication has built a strategy and chosen reasonable niches in this market (The Story Communication, Report on business results 2021-2023, 2023) In addition to continuously mnovating and bringing content to new heights With diversity, dedication and careful selection, the company currently owns a Youtube channel with more than | million views and has turned on the monetization button after only 5 months of establishing the channel Besides, there are 10+ large and small pages specializing in updating information and articles with stable interactions Thanks to the right and reasonable strategies combined with

a team of creative and enthusiastic staff, The Story Communication not only owns Youtube

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channels and Fanpages many thousands of followers, the company also has many The contract combines communication support for brands, large and small businesses at home and abroad, thereby showing the strong development of the current company in the current content production industry

However, besides every success, there are potential risks and challenges surrounding it The company also faces some challenges That is maintaining a stable posting schedule, facing fierce competition from domestic and international competitors, and sometimes encountering conflicts in style and content quality

2.1.2 SWOT analysis

2.1.2.1 Strengths

First, the strong point that must be mentioned of The Story Communication has selected and recruited a team of extremely passionate and talented personnel, ensuring excellence and uniqueness in the products and companies created This businesses helps meet and exceed customer expectations on social media platforms

Second, the company creates diverse and excellent content im its posts By providing audiences with rich and diverse experiences, every day the company constantly searches and updates new trends to bring its audience the newest and most attractive information The information is selected and edited with the most professional image content to reach the audience

Third, having a large network of customers and partners is a significant benefit This way, businesses can reach a wider audience and improve visibility and engagement on social media Ultimately, The Story Communication is able to maintain high popularity and audience engagement on social media by creating rich, accessible material and continuously adding new information every day

2.1.2.2 Weaknesses

First, maintaining a consistent content posting frequency is a significant challenge Irregular posting frequency can reduce the effectiveness of social media campaigns This can lead to a lack of engagement and loss of audience interest, significantly reducing the effectiveness of your marketing strategy Because there are days when a lot of new information and events happen There are still days when there are no topics around topics, so the company is

6

finding specific solutions and KPIs for the company's posts so that they can maximize attraction and not be overloaded Content delivered to audiences in one day

Second, the company faces fierce competition from not only domestic but also foreign competitors in the field of social network content production This competition forces companies to continuously innovate and improve content quality to maintain attraction and retention of audiences Increasing audience recognition is something the company is constantly striving to aim for

Finally, companies sometimes experience a lack of consistency in style and content quality This inconsistency can make it difficult to build and maintain a strong brand on social media Ensuring that all content adheres to a certain quality and style standard is a challenge for the company

2.1.2.3, Opportunities

The Story Communication has taken advantage of the opportunity from the strong development of social networking platforms This makes it possible to reach a wider audience than ever before and 1s one of the most effective methods available today compared

to traditional marketing The growing demand for digital content also creates opportunities for companies to increase engagement and build brand recognition with their audiences This not only helps the company maintain close relationships with current customers but also attracts many cooperation invitations from other businesses, opening up opportunities for strategic cooperation and market expansion

Second, The Story Communications not only stops at maintaining its position in the industry but also creates favorable conditions for sustainable development in the future By continuing to develop and innovate content, explore and develop new trending content that attracts a wide audience, companies can meet the diverse needs of customers, thereby strengthening trust and their loyalty Furthermore, by establishing strategic partnerships, The Story Communications can exploit new resources and opportunities, accelerate growth and enhance competitiveness in the market

2.1.2.4 Threats

The Story Communication Company is facing nsks and challenges from the social network operating environment The first 1s that algorithm changes on these platforms could lead to a decrease in the reach and effectiveness of the content the company produces

At the same time, content saturation on social networks is also an issue, making it more difficult to attract audience attention In addition, being sure to have freshness and creativity

in content production requires the company to continuously innovate and update, to maintain the appeal and attraction of the audience, making the audience impressed Impress your channel and increase brand recognition

Furthermore, a very important challenge is that the company also faces risks regarding legal and copyright issues in the process of producing and distributing content on social networks This requires carefulness and strict compliance with regulations and laws to avoid legal disputes that could adversely affect the company's business operations

2.1.3 Marketing mix

2.1.3.1 Product

In addition to providing domestic and international brand communication strategy and consulting services, the company has created and built many channels to connect with people on this social networking platform, where the company creates content Attractive content and posted to readers The company always prioritizes building systems and mplementing business based on technology and using social networks in communication campaigns in the 4.0 era In addition, the company also cooperates with businesses to promote information about images and content that partners want to promote on The Story Communication's fanpage system with diverse prices suitable to their budgets Customers