2024-02-202024-02-202024-02-202023-12-11NASCIMENTO, Giulliana Letticia Ribeiro do. As contribuições do marketing de conteúdo para a comunicação pública no Instagram: uma análise das estratégias de engajamento do perfil do projeto Aranouá. 2023. 34 p. Monografia (Tecnologia em Produção Publicitária) – Instituto Federal de Educação, Ciência e Tecnologia do Amazonas, Campus Manaus Centro, Manaus, 2023.http://repositorio.ifam.edu.br/jspui/handle/4321/1422This work aims primarily to highlight the contributions of content marketing strategies to the communication of public educational institutions in the digital era, with a particular focus on overcoming challenges and issues encountered in creating profiles on the Instagram platform as a communication tool and maintaining these profiles. The methodology employed in this study involved a basic literature review, adopting a qualitative and exploratory approach, based on a case study of the Projeto Aranouá profile. The Projeto Aranouá is a professional development initiative of the Instituto Federal Amazonas, in collaboration with Samsung da Amazônia, on Instagram. Throughout this study, aspects such as the creation of relevant content, audience segmentation, results measurement, and specific challenges faced by the Aranouá Project in the successful implementation of content marketing strategies will be addressed. Understanding the contributions and limitations of this approach becomes crucial for the adoption of more effective communication strategies adapted to contemporary challenges, thus solidifying the role of content marketing as an essential tool in the arsenal of public communication.Acesso AbertoPublicidadeRedes sociaisMarketingComunicação públicaCNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO::RELACOES PUBLICAS E PROPAGANDATrabalho de Conclusão de Curso