The Use of Social Media

Abstract

The best way to capture consumer attention and entice them to purchase is by generating leads using an inbound marketing strategy. The research question raised is about the content marketing influences attraction and conquering leads/promoters. This chapter includes a qualitative method study, with content analysis, of health professionals with social media profiles, in the Brazilian market. The interviews helped to highlight the benefit of using content marketing to capture leads/promoters and that through relevant content, it was possible for professionals to become better known in the market, as well as to establish a closer relationship with their potential consumers. The insights produced by this chapter are particularly interesting for researchers, teachers, small business managers, and digital marketers, as it provides important clues about how often content marketing should be communicated on social media, what types of content, and the most appropriate messages to communicate in the healthcare industry, on Facebook and Instagram, and which formats are most relevant to use.