This 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.
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