Some Online Content Marketing Solutions To Improve Business Efficiency Of Ani International Training Academy

- Post quality has not been strictly controlled

3.2. Some online Content Marketing solutions to improve business efficiency of ANI International Training Academy

With the increasingly fierce competition of the industry market, we are forced to increasingly improve the quality of the communication system and especially online Content Marketing activities. Some specific measures are proposed to further improve the quality of online communication of ANI International Training Academy as follows:

3.2.1 Implement strategic online content marketing

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Content Marketing does not directly serve sales but focuses on providing useful information to potential customers on a regular basis to maintain or change consumer habits. The goal of Content Marketing is to make the brand an "expert" in its field, win the hearts of customers and "secretly" motivate them to buy the brand's products/services. ANI International Training Academy is gradually improving its position in the market thanks to online Content Marketing activities. However, it is necessary to rebuild a more reasonable strategy at present.

During my internship at ANI International Training Academy, I realized that posts were not strictly managed in terms of quality, images, messages, etc. Especially in the sales department, posts were posted with the aim of promoting the course and with the mentality of how to close as many students as possible but did not really pay attention to the value brought by the content of the article to customers. Mass posting without moderation is prone to errors that affect the brand value of the academy. Therefore, ANI needs to control the number of posts, messages, and meanings of posts, and increase the provision of beneficial content to customers.

Second, the content of the article is too academic, not inspiring ANI's potential customers to learn English. Vietnam in general and Thua Thien Hue in particular, is a promising English learning market. So how to inspire those customers. And this is when Content Marketing comes into play.

its effectiveness. Come up with really creative ideas with inspirational content such as: Learning English effectively through videos, through your favorite topics, suggesting some English videos on different topics, English songs ranked in Europe and America, "How to always feel excited when learning English", "Only spend 5 minutes a day learning English and learn it every day" instead of focusing on posting articles like dozens of dry vocabulary and grammar that customers want to skip right away when reading because all foreign language centers do this. Just think if about 10 articles like that appear a day, will ANI International Training Academy gain the best impression in the hearts of customers? When interest is aroused, customers' registration becomes more effective.

Third, ANI International Training Academy should create more meetings about creativity and content ideas. Content Marketing is not only the marketing department that is responsible for coming up with ideas, but all members of the company have ideas that need to be exploited in themselves. Creative ideas in Content are extremely important, should not focus on just one person like at ANI now. Because if you only focus on one person, content activities will not be good. Ideas must be "incubated" by many people, it is not simply writing an article within 5-10 minutes that can be written right away, like that, it is impossible to make customers feel good about the messages ANI wants to convey. Abraham Lincoln once said "If I had 6 hours to chop down a tree, I would spend 4 hours sharpening the axe" to show that when you have a suitable idea, writing an article is just idle farm labor. ANI International Training Academy needs to have many creative ideas in online Content Marketing

Invest more in advertising costs for each article. Currently, ANI International Training Academy only spends on advertising for important articles. So that more and more customers know about ANI's services and the useful values ​​brought by Content Marketing activities.

3.2.2 Specific solutions for online Content Marketing activities based on the results obtained:

For attention:

This is the first step for customers to know about the products/services of ANI International Training Academy. Based on customer reviews, ANI has attracted customers' attention to its brand quite well at this step. "Articles appear frequently on online channels", "Impressive accompanying images and videos", "Article titles convey the content of the article", these 3 factors have been highly appreciated by customers. It is necessary to further promote these 3 factors, especially building video content. Besides images, video is a form of content that can fully and easily convey the brand's message more than any other form of content. However, today's Facebook social network has too much information, users can easily ignore uninteresting or worthless content even before watching the entire video, especially a long-winded advertising video. Therefore, it is necessary to create videos with attractive content from the first seconds.

However, “Dense post frequency” is at a neutral level. The Academy needs to promote advertising activities more, to reach more customers, creating impressive attention in their hearts. In fact, at ANI, videos are usually only posted on the Fanpage tool, not on the Website, so to bring the highest effect, the posted videos must be of good quality, with high resolution such as HD (720p) or Full HD (1080p). Avoid using videos that are faulty, blurry, contain too much text or content that does not accurately reflect the brand or message. In addition:

 Mobile-friendly aspect ratio: When designing videos, priority should be given to

quality for mobile applications, as this is the most popular online device today.

 Duration: You should post short videos that still convey the full message to attract more viewers because according to the Reuters Institute for the Study of Journalism (USA), short videos with a duration of less than 4 minutes, with text narration (subtitles), without voice narration are the most successful type of videos on Facebook.

And the criteria that customers evaluate in poor quality is: "Articles using hot trend words" According to research on fanpages, the reach of "hot trend" articles is quite high compared to other articles, but ANI International Training Academy has not really focused on exploiting this topic, very few articles use "hot trend" words, especially ANI's target customers are young customers from 15 years old.

– 40 years old, the age that always updates trends and is influenced by trends

For attraction

After the initial step of making an impression on customers, the step of attracting customers through online content marketing is the key factor leading to success - retaining customers. Almost all factors in the "Attraction" criterion are highly rated by customers. For example: "The content of the article is similar to your interests in English" "The content of the article solves the problems you are wondering about" "The content of the article announces upcoming events". This shows that ANI International Training Academy has been doing a good job of conveying the message of the article. In addition, it is necessary to pay more attention to turning customers' questions and concerns into more valuable content to reach customers.

“The content of the article promoting the quality of training” is rated neutral by customers, so ANI should invest more in images, videos, etc. to show customers how good the quality of foreign language training at ANI is. This is an extremely important step to attract customers to register to study at the academy.

The amount of interaction with customer posts is decreasing, showing that content marketing has not really attracted customers to make decisions to interact with the posts, especially video content has not really attracted customers from the first seconds. Therefore, ANI International Training Academy needs to focus on ideas, creativity, and invest more in the quality of each post, especially, integrating images and music is a current trend that will attract more customers from the first minute of access.

For the desired boost

 This is the step that focuses on conveying values ​​including customer perceptions. According to customer evaluation, the factors: "You feel that the courses at ANI are reasonably priced", "You feel that the training quality at ANI is high" are two factors that are closely related to each other. If you feel that the training quality is not high, the price will not be reasonable and vice versa. So ANI needs to plan to invest more in training quality through online Content Marketing activities to demonstrate and promote customer desires, thereby making prices more reasonable, enhancing article content about feedback on learning outcomes, quality teaching staff, etc. For example, images or videos sharing English learning experiences from teachers with high English proficiency of Lecturer Nguyen Thi Kieu Trinh IELTS 8.0, speaking skills 8.5 (overall) to create trust that ANI International Training Academy is a place to train English at extremely high quality.

The remaining two criteria: "You feel the friendly learning environment", "You feel the modern facilities" are the two values ​​that customers feel the most as well as promote their desires the most and ANI has done this well, creating an extremely friendly learning environment between teachers and students, between employees through a number of activities such as: photo contests, games for students, useful after-hours activities for employees. Especially, the facilities at ANI International Training Academy are extremely modern.

We need to make full use of our YouTube channel and website to bring more perceived value to customers. Currently, these two online channels at ANI are quite weak and do not focus on content creation and changing article ideas regularly.

For the course of action

The action process is one of the important factors that stimulates and calls on target customers to interact with online media content after receiving it. Target customers will be able to interact, contact ANI International Training Academy immediately or learn about the courses immediately and importantly, make a decision to take a course at the center. That is also the goal that people

Marketing is what a company wants to achieve in conveying its message to its customers. Therefore, it plays an important role in influencing the behavior of the target audience towards a company's products and services.

If Content Marketing activities have attracted attention, attracted and brought desired value to customers, the customer's action process will take place quickly and effectively.

But most of the criteria are rated very low by customers. In addition to the solutions I mentioned above for the 3 factors of attention, attraction and desire. ANI International Training Academy needs to create more articles promoting incentive programs and benefits for customers when interacting and accessing the center's posts more.

PART 3: CONCLUSION AND RECOMMENDATIONS

1. Conclusion

Along with the strong development of Online Marketing, content marketing is also gradually becoming a new trend in business. These campaigns have contributed to the success of many Vietnamese businesses in general and ANI International Training Academy in particular. The trend of marketing in the 4.0 era is to focus on people and especially today, a brand is seen as a person, with thoughts and emotions, not just for the purpose of increasing the value of products and services. Therefore, Content marketing is a powerful tool to help businesses apply 4.0 technology to build effective marketing strategies. Content marketing never calls on customers to buy products, but the sole task of Content marketing is to create and distribute valuable, relevant content to attract and retain customers. From there, we can see that the ultimate goal of Content marketing is: "Turn people who are receiving content into real customers". However, with the rapid development of technology, especially social networks, customers are exposed to too much information from websites, Facebook, etc., making it more difficult for businesses to convey their messages to customers. Therefore, each business needs to have a specific plan and process in deploying its messages to customers - that is the role of Content marketing.

For ANI International Training Academy, content marketing activities on online channels play an extremely important role in business as well as affirming the brand name on two main tools: website and Facebook. Although this activity still has many limitations in the implementation process such as inadequate human resources, low technology infrastructure, ineffective content creation methods on the website, Facebook marketing has not been invested much, ... but it is undeniable that the continuous efforts of the entire company's staff in applying and innovating methods for Content marketing activities.

From the survey results, the topic has proposed a number of solutions to develop the company's Content marketing activities based on the author's own point of view. Hopefully, the issues analyzed in this study will partly provide necessary information about Content marketing, on that basis the company can apply the most appropriate solutions for itself to contribute to building the brand "ANI International Training Academy" more successfully.

2. Recommendations

From the above conclusions, I have some recommendations for the leaders of ANI International Training Academy as follows:

- Promote the sense of responsibility of marketing and consulting staff, enhance strengths and limit weaknesses in online communication Content Marketing activities.

- Maintain planned funding for annual activities and policies

Books related to training services, incentive programs, etc.

- ANI International Training Academy should pay more attention to maintaining its reputation and image in the eyes of customers and business partners and enhancing the reputation and image of the center by practical actions such as: fulfilling commitments to customers and business partners, implementing promotions correctly, treating customers politely and enthusiastically giving instructions when requested.

- Should regularly open additional training classes to improve the capacity and expertise of employees so that customer service becomes more professional and methodical.

- Invest more in facilities, especially equipment for video recording