Conferenza plenaria_27 marzo 2014

2. #STRATEGIE DI CONTENT
MARKETING
PER UN ENGAGEMENT MULTICANALE

3. Take Away #7
RICORDARSI CHE IL CONTENUTO
NON È UN OPTIONAL
E INVESTIRE IN CONTENUTI
NATIVAMENTE MULTICANALE
(E NON DI ADATTAMENTO…)

4. Content Marketing is..
Any marketing format that involves the creation and
sharing of media and publishing content in order to
acquire customers.
This information can be presented in different formats
such as news, video, pictures, infographics, white-
papers, how-to guides, etc.

5. Content Marketing is also…
A strategy of producing and publishing information
that builds trust and authority among your customers.
A way to build relationships and community,
so people feel loyal to you and your brand.
A strategy for becoming recognized as a
thought leader in your industry.
A way to drive sales without traditional “hard sell”
tactics.

6. Business
Objectives
Research
& Analysis
Strategy &
KPI’s
Content
development
Distribution &
Promotion
Mesurement
& Refinement
Il processo di content marketing

7. La Digital Resonance

8. L’analisi della Digital Resonance è funzionale alla
definizione della content strategy
Specificità dell’industry
Insights su temi, canali e modalità di ingaggio
Analisi competitiva
Digital Resonance take aways

9. Inoltre:
•Identificare e segmentare l’audience
•Definire un concept di storytelling
•Determinare i canali
•Utilizzare un modello funzionale per la produzione e
distribuzione dei contenuti (timing, formati,…)
•Definire i KPI’s della misurazione
Content stratey multicanale

10. #1 Helping is selling
“The difference between helping
and selling is just 2 letters.
But those letters make all the
difference. Your company needs
to become a YOUtility. Sell
something, and you make a
customer. Help someone, and
you make a customer for life.”

11. #1 Helping is selling

12. #2 Make it emotional
“Brands belong to the heart,
products talk to the reason”
Claudia Navarro,
Head of Marketing Communications
– Central and Southern Europe
The Coca-Cola Company

13. #3 Brand power
“If you’re branding,
don’t wait to display your logo.
There is no correlation between
“sharability” and the level of branding
in your video.”
Dallas Digital Summit, 2013

14. #3 Brand power

15. #4 Social currency

16. #5 Stories, not contents
Stories matter in life and in marketing.
The reason is simple.
Great stories make people feel something, and
those emotions create powerful connections
between the audience, the characters within the
stories and the storyteller.
Forbes, 2013

17. #5 (Short) Stories, not contents
“2014 will be the year of short form sound, site
and motion… Pinterest, Vine and Instagram pics
and videos will deliver greater viewership and
higher engagement than long form”
Julie Fleischer,
Director, Media and Consumer Engagement
Kraft Foods

19. #6 Real-time content marketing

20. #7 Distribution
“CONTENT IS KING,
BUT DISTRIBUTION IS QUEEN AND
SHE WEARS THE PANTS”
Jonathan Perelman, Buzzfeed

21. Content strategy e multicanalità nel 2014
La content strategy sarà un elemento chiave per
rispondere in modo efficace alla multicanalità
Una nuova sfida della misurazione sarà misurare il
ROI del content marketing multicanale
Le aziende assumeranno i Content Director
Le strategie di content marketing mobile segneranno lo
stacco tra leader e follower

22. GRAZIE!
www.connexia.com