#STRATEGIE DI CONTENT MARKETING PER UN ENGAGEMENT MULTICANALE

Take Away #7

RICORDARSI CHE IL CONTENUTO NON È UN OPTIONAL

E INVESTIRE IN CONTENUTI NATIVAMENTE MULTICANALE

(E NON DI ADATTAMENTO…)

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.

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.

Business Objectives

Research & Analysis

Strategy & KPI’s

Content development

Distribution & Promotion

Mesurement & Refinement

Il processo di content marketing

69

17

1 13

Dimensioni della resonance (Valori % – Gen/Feb 2014) Brand Engagement

Buzzing

Consumer Perception

Influencers Message

0 100 200 300 400 500

Volumi (post) vs. Resonance – Brand Largo Consumo (1 Gen/ 21 Feb 2014)

Resonance

Post

La Digital Resonance

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

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

#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.”

#1 Helping is selling

#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

#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

#3 Brand power

#4 Social currency

#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

#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

#6 Real-time content marketing

#7 Distribution

“CONTENT IS KING, BUT DISTRIBUTION IS QUEEN AND

SHE WEARS THE PANTS”

Jonathan Perelman, Buzzfeed

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

GRAZIE!

www.connexia.com