Veja neste webinar da WSI como transformar seu conteúdo altamente compartilhável, atingindo assim seu público-alvo na internet
Principais Pontos abordados:
1- O cenário do marketing de conteúdo - uma visão geral
2- Os principais desafios que as organizações têm tido dificuldade em lidar
3- Os erros mais comuns que prejudicam as marcas
4- As principais características de um conteúdo compartilhável
5- Boas práticas do marketing de conteúdo
6- Dicas, ferramentas e recursos
Marketing de Conteúdo: Como Fazer seu Conteúdo Compartilhável!
1. UM GUIA PARA TORNAR O
CONTEÚDO
INSTANTANEAMENTE MAIS
COMPARTILHÁVEL
OBTENHA MAIOR VISIBILIDADE
PARA SUA MARCA, PRODUZINDO O
TIPO DE CONTEÚDO QUE PODE SE
TORNAR VIRAL
Por Sheetal Pinto
Most organizations are short on budget, time and resources.
Many that have a content strategy struggle to align it with organizational goals.
The C-Suite mostly has the numbers-fixation
Measurement metrics are either absent or insufficient to demonstrate ROI
Omni-channel content marketing is still new and changing so rapidly that it’s hard to keep up
Struggling to produce enough content
Can’t find ways to add more variety of content
Not agile and flexible enough to leverage UGC (User Generated Content)
No clear differentiators and USPs to focus content on
Easily distracted by quantity over quality—unrealistic metrics for measuring ROI
Don’t undermine the power of emotion
Stop the noise! Don’t share meaningless, irrelevant content and annoy your audience
Automating content distribution blindly will hurt
Don’t make a BIG deal out of Big Data unless it is predictive of customer behavior and offers customer experience insights
Don’t limit content publishing to
your website, blog and social profiles
Don’t neglect design & presentation
Shed the campaign mentality—you’re in it for the long haul
Don’t push hard for ‘action’—there is enough selling going on already
You can get away with a trick or two…maybe…but you will lose the trust
Don’t steal, copy or impersonate
Audiences are easily bored, so don’t
make that easier
Bad timing will weaken impact
Marketers often mistake content or copy to mean "text". Wikipedia defines content as "Information and experiences created by individuals, institutions and technology to benefit audiences in contexts that they value." The important word here is "value“.
Content is no longer just text-based…just like a healthy diet is no longer just three meals a day.
Beverages, main meals, power snacks to go, smoothies & juices, salads, vitamins, meal replacements, protein boosts, yogurt, milk, and the rewards, i.e., desserts, candy, chocolate
(eg: Marketo Guide)
Do you have a documented content strategy as part of your marketing program, or are you just filling channels with content?
Is the content you are distributing truly best of breed — meaning that it’s as good or better than anything else available?
Are you really making an impact on your customer’s lives or careers with the information you provide to them?
Are you in the game just to sell more,
or are you in it to make a difference?
Are you setting up your content marketing
department around more or around best?
Integrates your offline and online identity
Rather than just top-of-the-funnel, content marketing should apply to the entire buying cycle
Lead acquisition and nurturing is good, but customer retention-based content is critical
Marketers have to realize that “more” isn’t necessarily “better”—engagement is what counts
Monitor, measure and determine what’s working, what’s not
Customer Experience Optimization (CXO) must
replace SEO
Shareable content becomes a benchmark
and raises the bar
Who is Your IDEAL customer? What does she want to know more about?
Segment your main customer types—create their profiles and name them, it brings you closer to the real people you want to reach
Determine when and why your ‘power users’ will be willing to risk their reputation
Speak in the voice that each persona will listen to
—thought leader, peer, game-changer,
empathetic problem-solver, role model, hero,
super-hero, visionary, defender, etc.
Find trending topics on Twitter, Facebook, Google+, LinkedIn—do you have sufficient content to share on these topics?
The difference between the content you have and the content your audience needs is your gap analysis. Armed with this information, you’re ready to construct a strategy for the acquisition/creation, production, maintenance, and governance for your content marketing initiatives.
Each persona will have a unique appetite for content:
Content needs: comparative information, testimonials,
videos, Infographics, instructional guides, checklists,
research and statistics, etc.
Barriers to overcome: previous bad experience,
over-reliance on trade publication reviews, lack of
technical know-how, etc.
Study the progression of your high quality leads
Understand buyer mindset and behavior at various stages of the buying cycle
Focus on the motivations and goals at every stage so your content can drive and feed those motivations
Aim for many small interactions—Tweet more!
Check reactions and feedback –listen more, talk less
Monitor immediacy of sharing with certain content items and replicate
See what sets your content on fire! Emotional reaction of any kind means your content has created impact
Assess receptiveness to your gated content—should you open it up more?
Have a mechanism to measure ROI with key metrics
Enlist your community and your employees to become
content ambassadors and contributors