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Companies and brands are increasingly using social media networks as one of the main channels of disseminating products and services, due to the exponential growth that these platforms have had in the last few years. Universities and Higher Education Institutions are also using the contents published on social networks as a way of advertising the institution itself and its training offer. Content marketing for social media has increasingly become one of the most used strategies by companies and brands to increase engagement and attract new followers on their social networks. The main goal of this paper is to develop a content marketing strategy for School of Business Sciences (ESCE) of Polytechnic Institute of Viana do Castelo’s social networks as Facebook and Instagram that can generate an increase in the school’s awareness and followingly increase the number of new students. This study also aims to create greater identification of students with ESCE, to improve the engagement of its social networks with their followers and to get more interaction from users who do not usually interact with ESCE’s social network profiles. Subsequently, content marketing strategy was developed, and it analyzed the results obtained with the statistical analysis of ESCE’s social network profile. With the results obtained with this study, it was concluded that the application of a social media content marketing strategy for a higher education school had very positive results, on increasing the engagement in social networks by the followers of ESCES’s social networks. © 2021, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

Abstract
The consumer's profile and behaviour have undergone drastic changes in recent years, as a result of rapid technological developments associated with the proliferation of the Internet, which have boosted the growth of e-commerce. Retail needed to adopt new strategies to respond to new consumer demands leading to the development of omnichannel. The omnichannel strategy is centred on the consumer and aims to offer him/her a unique, consistent, and quality experience, through any contact point and wherever the consumer wants. However, most Portuguese retailers still opt for a multichannel strategy, where the physical shop and the online shop operate independently from each other. Although there are already some successful cases in Portugal, it can be considered that the use of omnichannel is still at an early stage. More publicity is needed so that retailers are aware of the concept and above all recognise the advantages of this new strategy. Before disclosure it is important to understand why companies work with both online and offline channels and do not opt for an omnichannel strategy. This study aims to analyse Portuguese companies that have not yet adopted an omnichannel strategy, to understand the barriers that make them unwilling to adopt this strategy. To this end, a quantitative research was carried out through the application of surveys to companies in different districts of Portugal to understand their position in relation to omnichannel and the reasons for not moving to this structure. The results obtained made it possible to describe the importance of omnichannel as a commercial and distribution strategy and analyse the reasons why its use by companies in Portugal is still extremely low. The lack of knowledge about the structure and management issues emerged as the biggest barriers.

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Recently, the importance of data analysis for content marketing has become apparent. However, only a few companies use data as a source of knowledge to enrich their strategies. The application of data analysis in the development of content marketing strategies is still at an early stage of research and still little explored in the business context. However, given the research results analysed, it is a promising and differentiating area for the success of content marketing strategies. In this paper, the main existing approaches related to this theme were analysed and an empirical study was developed through a case study in a company, with the aim of optimising the content production for its blog, regarding digital marketing, using the data analysis provided by the company's software. The study was carried out following an exploratory and qualitative methodology, using content analysis as the main technique for data collection. The results obtained after this work have made it possible to verify and demonstrate the positive contribution of data analysis to the development of content marketing strategies.

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This research aims to contribute to bridging the gap between the connection of logistics and regional development. Firstly, based on the available literature, the contribution of logistics to socioeconomic development was analyzed, and having in mind the importance of Regional Development for economic and social development, this research brings to the light the importance of logistics activities to regional social development, and framework to assess these connections is proposed. Then a framework comprising a set of indicators to evaluate logistics performance was proposed. As a main result, a framework for the assessment of regional logistics performance is proposed together with several logistics performance indicators to assess the impact of logistics on regional development.