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Content Marketing: creare e distribuire contenuti online

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Content Marketing: creare e distribuire contenuti online

  1. 1. CONTENT MARKETING Strategie per creare e distribuire contenuti online
  2. 2. E’un insieme di strategie per creare e distribuire contenuti rilevanti e di valore,verso una specifica target audience-con l'obiettivo di catturarne l'attenzione, coinvolgerla e fidelizzarla nel tempo. Che cosa è il Content Marketing?
  3. 3. Content Marketing non è niente di NUOVO Da sempre i Brand raccontano storie per attrarre e fidelizzare clienti e prospect
  4. 4. il Content Marketing nella storia
  5. 5. 2015 Digital Marketing Trend
  6. 6. Quali obiettivi di Business ?
  7. 7. Quali metriche di valutazione ?
  8. 8. Content Marketing MATRIX
  9. 9. per Sviluppare Content Marketing 7a
  10. 10. 1. Agilità • Approccio di ricerca continua e continuo feedback • Identificate i“producer” • Costruite un team di Content Creators • Utilizzate efficaci strumenti di ricerca on line • Utilizzate strumenti on line per creare connessioni e relazioni di valore
  11. 11. 2. Autenticità • Identificate una storia autentica per un segmento di audience • Identificate i topics attraverso la ricerca di keywords • Scoprite quali contenuti sono già disponibili sul tema • Curate il design delle presenze web • Create il primo“cornerstone”content
  12. 12. 3. Attenzione • Sviluppate un“tono”editoriale unico e personale • Testate titoli,contenuti,immagini • Sviluppate relazioni per creare e promuovere contenuti • Convertite il traffico in newsletter subscribers • Analizzate i dati di traffico per ottimizzare il lavoro • Curate le presenze sui social media
  13. 13. 4. Audience • Ottenere più informazioni possibili sulla vostra audience • Monitorate le condivisioni sui social dei vostri contenuti • Pubblicate nuovi,interessanti e unici contenuti • Ottimizzate e testate nuove pagine web/landing page • Interagite ponendo domande e sondaggi
  14. 14. 5. Autorevolezza • Allargate il raggio di influenza creando webinars, presentazioni,interviste,podcast • Iniziate a segmentare liste di email per diversificare produzione e distribuzione • Sviluppate co-marketing e progetti in condivisione
  15. 15. 6. Azione • Sviluppate nuovi contenuti sulla base dei feedback ricevuti e dei dati di monitoraggio • Migliorate le conversioni attraverso A/B test • Promuovete programmi di affiliazione/abbonamento
  16. 16. 7. Accelerazione • Consolidate le procedure di creazione,distribuzione e analisi di dati e contenuti • Coinvolgete esperti e professionisti del settore per nuovi progetti • Promuovete programmi di affiliazione/abbonamento
  17. 17. Content Marketing RoadMap
  18. 18. pianificazione1 Possiamo utilizzare una strategia di content marketing per rafforzare i pre-esistenti programmi di marketing? “Content helps achieve business objectives, not content objectives.” Jay Baer
  19. 19. A chi stiamo parlando e a chi vorremmo parlare? audience2 “The only way we can maintain long-term success is to continually engage people” Content Marketing Institute
  20. 20. narrazione3 Quale storia racconta davvero le vostre competenze e come possiamo raccontarla? “Developing the content is developing the stories of us. It’s what we REALLY do for a living” Content Marketing Institute
  21. 21. canali4 Come e dove la vostra audience“consuma”i vostri contenuti? “A good content marketing channel plan frees you from the constraints of any one content channel” Content Marketing Institute
  22. 22. processi5 In quale modo creiamo, gestiamo,ottimizziamo, curiamo,conversiamo e misuriamo i nostri contenuti? “Your story is (or should be) unique, and so too will be your method for telling it” Content Marketing Institute
  23. 23. conversazioni6 La qualità dei contenuti da sola non basta: siete connessi e conversate davvero con il vostro pubblico? “Your content is now a conversation. It’s a story that needs an audience to respond. […] BUT, share it” Content Marketing Institute
  24. 24. analytics7 Siete interessati a metriche di consumo,di condivisione, di lead generation o di vendita? “There are, and should be, many chances to fail — as long as we fail quickly, learn, and adapt to the new surroundings” Content Marketing Institute
  25. 25. 2015 Content Marketing Investments

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