content marketing
TRANSCRIPT
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Content Marketing
is creating or curating non-product content — be it informational,
educational, entertaining, etc — and publishing it to contact points
with customers to get their attention, to focus on the topic
around your solution, and pull them closer to learning more about you.
Sam Decker
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Content marketing
is an approach by which companies seek to author and/or share
contextually relevant content to create or reinforce their brand
messaging. When done effectively, content marketing is not done in direct support of a sales process,
but rather by positioning a company or individual within a space.
Barry Graubart
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Content marketing
is the process of indirectly and directly promoting a business or brand through
value-added text, video, or audio content both online and offline. It can come in long-form (such as blogs, articles, ebooks, and
so on), short-form (such as Twitter updates, Facebook updates, images, and so on), or conversational-form (for example, sharing great content via Twitter or participating in an active discussion via blog comments or
through an online forum).
Susan Gunelius
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Content Marketing
is an intentional approach to attracting, engaging and inspiring
customers to a logical conclusion to buy and share through content that empathizes with the varied interests
and behaviors during the buying cycle.
Lee Odden
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Content marketing
is a way of engaging and attracting existing and potential customers through content creation. Content marketing is catering your slogans, campaigns, tweets, Facebook posts and blogs to your
target audience and existing customers, simultaneously Content marketing is personal, engaging and tells stories. When a brand
uses specific words or stories that resonate with a consumer, they can dig deeper into who they are as a consumer. By utilizing content marketing, brands can cater campaigns and stories around buying patterns and personalities. Rather than broadcasting information to the masses, content marketing should focus more on emotions and messages that are relevant and captivating to the target audience.If
so many brands seem to be regularly utilizing content marketing, how can you tell what content marketing is?Content marketing is
NOT price tags on tangible items. Content marketing is much more subjective in nature. Marketing messages and stories that stir
beliefs, feelings, opinions or emotions can all be classified as content marketing. The most important takeaway from content
marketing is to focus less on the cost and product details and focus more on the customer experience.
Dan Bergeron
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Content marketing
is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. Content marketing subscribes to the notion
that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action. Content
marketing has benefits in terms of retaining reader attention and improving brand loyalty. The idea of sharing content as a means of
persuading decision-making has driven content marketers to make their once-proprietary informational assets available to selected audiences.
Alternatively, many content marketers choose to create new information and share it via any and all media. Content marketing products frequently
take the form of custom magazines, print or online newsletters, digital content, websites or microsites, white papers, webcasts/webinars,
podcasts, video portals or series, in-person roadshows, roundtables, interactive online,email, events. The purpose of this information is not to
spout the virtues of the marketer’s own products or services, but to inform target customers and prospects about key industry issues, sometimes
involving the marketer’s products. The motivation behind content marketing is the belief that educating the customer results in the brand’s
recognition as a thought leader and industry expert.
Wikipedia
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съдържание!Всичко е
песен
видео
банер
продукт
снимка
събитие
дата
рецепта
билборд
фейсбук статусскрипт
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1. Купени са 100 предмета от разпродажби – средна цена $2
2. На всеки предмет е зачислен писател
3. Предметите са пуснати във eBay със снимка и написана история
Стойност на предметите:
Продадени за:
Significant objects project
Източник: http://is.gd/2JEMRh
$128.74
$3,612.51
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Стойност
за потребителя – емоционална и рационална за търсачката - алгоритмична
за социалната мрежа - алгоритмична
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Качествено
съдържание
Ангажирани
потребители
Повече време
прекарано на
страницата
Позитивна обратна връзка
По високо в
резултатите
Повече посетител
и
Източник: http://is.gd/sDHW2j
Търсене
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Стойност
за потребителя – емоционална и рационална за търсачката = за потребителя
за социалната мрежа = за потребителя
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Емоционална
Рационална
Нишова новина
Образоване
Решаване на
проблеми
Вицове
Котенца
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Медия – създава съдържание, генерира трафик
Ние – плащаме за част от трафика, генерираме продажби
Зависимост
Липса на устойчивост
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Платена медия Заслужена медия
Собствена медия
Традиционна реклама
Блог
Продуктови описания
Социални мрежи
Търсене
Медийно покритие
Native
реклама
Социални
кампании
Сп
он
сори
ран
тр
аф
ик
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Накратко
Платена медия – плащаме за преходна услуга – трафик или видимост, няма натрупване
Заслужена медия – плащаме за натрупване на внимание, ползваме вниманието многократно
Собствена медия – плащаме за натрупване на стойност, трупаме трафик, авторитет и продажби
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Стратегия
1. Създаване на buyer persona
2. Анализ на наличното съдържание
3. Слаби места на конкурентите
4. Анализ на теми от търсачките
5. Анализ на социални мрежи
6. Създаване на tone of voice
6. Последователност на комуникацията (цялостна стратегия)
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Buyer persona
- проблеми, нужди, информация, трендове
- поведение, консумация на съдържание, навици
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Налично съдържание
- brandbook
- брошури, научна информация
- производствени процеси, разговори с персонала
- наръчници за употреба, обратна връзка от клиенти
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Конкуренти
- анализ на нишата, трендове- продуктови сравнения
- слаби места, пропусната комуникация
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Социални мрежи
- настояща публика, реакции, ангажираност- грешки в комуникацията
- нови подходи
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Tone of voice
- личност на бранда
- персонални качества на бранда
- емоционални стратегии
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Последователност
- създаване на търсене > задоволяване на търсене- мултиканални кампании
- разпределяне на дейностите по фунията
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МинисайтовеУлтра-тясно фокусиране върху конкретен проблемСилна оптимизация за продажби
Facebook & Google friendly
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Електронни книгиРециклиране на съдържание
Lead generation – набиране на потенциални клиенти
Трупане на авторитет
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СтатииОригинално съдържание за блог
Публикации в медии – native реклама
Локализиране на специализирано нишово съдържание
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Интерактивно съдържаниеПозициониране на съдържанието по-близо до потребителя
Viral елементи
Създаване на преживявания
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Социални мрежиГрафично съдържание - инфографики
Подкрепяне на кампании със визии и текст
Обратна връзка с потребителите
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ДистрибуцияПлатено търсене – решаване на проблеми със съдържание
Спонсорирани постове в социални мрежи
Позициониране на съдържание в традиционни медии – native реклама
Обвързване със ремаркетинг структури