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Content MarketingCum sa transformi cuvintele in rezultate
Live Webinar - 11:00 AM, 15 Septembrie 2015
1. Twitter hashtag #ContentMarketingWebinar2. Folositi optiunea de chat pentru a adresa intrebari
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Andreea MoisaManaging Director
@Beans United, prima agentie de inbound marketing din Romania,partener Hubspot
linkedin.com/in/andreeapirsan
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AGENDA
1. Evolutia content marketingului2. De ce a devenit content marketingul atat de popular3. 4 etape esentiale pentru a obtine rezultate:- Strategia- Creatia - Distributia- Masurarea
4. Exercitiu de mapare a continutului
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Interesul crescut pentru Content Marketing
In 2015, companiile creeaza cu 70% mai mult continut decat anul trecut (Sursa:MarketingProfs)
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De ce a devenit content marketingul atat de popular?
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1. Consumatorii evita din ce in ce mai mult reclamele platite si cauta in mod activ raspunsuri la intrebarile lor
84% din oameni au parasit un site datorita reclamelor irelevante86% din oameni schimba canalul in timpul pauzelor publicitare
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2. Consumatorii parcurg deja 57% din procesul de achizitie pana in momentul in care interactioneaza cu un reprezentant de vanzari
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3. Google pune accent pe continutul remarcabil, care este preluat de alte siteuri si distribuit de alti oameni pentru a acorda o pozitionare buna a siteului
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Toata lumea o face...trebuie sa fie simplu, nu?
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4 etape esentiale in content marketing
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Cea mai mare greseala pe care o poti face este sa creezi continut despre compania ta
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1. Crearea Profilului de Buyer Persona
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Cum creez profilul de Buyer Personas
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2. Definirea procesului de achizitie (Buyer’s Journey)
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3. Alegerea formatelor potrivite Pentru fiecare etapa exista formate specifice de continut
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4. Alegerea cuvintelor cheie
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Sistemul de mapare a continutului
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Exercitiu de Mapare a continutului
Problema : eficienta echipei
Activitate : sedinte de vanzari
Activitate : rapoarte
Interes : linkedin
Interes : bani
Problema : atingerea targetului
Interes : recrutare
Interes : previziuni de vanzari
Problema : eficienta echipei
Interes: training vanzari
Interes: trenduri si noutati
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Exercitiu de Mapare a continutului
Problema : eficienta echipei
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Exercitiu de Mapare a continutului
Problema : eficienta echipei
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Exercitiu de Mapare a continutului
Interes : recrutare
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Exercitiu de Mapare a continutului
Interes : recrutare
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Exercitiu de Mapare a continutului
Interes : previziuni de vanzari
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Exercitiu de Mapare a continutului
Interes : previziuni de vanzari
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Cum creez tot acest continut?
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Content curation
Nu ai nevoie intotdeauna de continut original
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Content repurposing
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Ce-a de-a doua mare greseala pe care o poti face este sa nu aloci suficiente resurse pentru distribuirea continutului
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* sursa: Forrester
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Ce-a de-a treia mare greseala pe care o poti face este sa consideri content marketingul o campanie
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Cum masor rezultatele ?Obiectivul unei strategii de content marketing trebuie sa fie intotdeauna cresterea vanzarilor.
Rolul pe care trebuie sa il indeplineasca, in schimb, poate sa difere in functie de metodologia abordata.
Vizitatori