6. Content Marketing is also…
A strategy of producing and publishing information
that builds trust and authority among your ideal 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
8. Il processo di Content Marketing
Business
objectives
Mesurement&
Refinement
Distribution &
Promotion
8
Research
& Analysis
Strategy &
KPI’s
Content
development
10. La Digital Resonance
LA RESONANCE CORRISPONDE AL VOLUME DI CONVERSAZIONI
PONDERATO RISPETTO ALLA SUA CAPACITÀ DI INFLUENZA IN RETE
Digital Resonance Tracker™
ƒ[volumes, virality, impact, permanence]
Numero di post
nel periodo
(somma ponderata del
volume di risposte a un
sistema articolato di query)
10
Numero di
condivisioni
(i.e. share, retweet)
Reazione
suscitata
(ie. comments,
likes, risposte)
Tipologia
di fonte
(rilevanza del tipo di
fonte e sua volatilità)
11. Le dimensioni della Digital Resonance
perma nenza
INFLUENCERS’
CONSUMER
MESSAGES
PERCEPTIONS
Post di key
opinion leaders
topT
Odown
Discussioni e
opinioni
Digital Resonance Tracker™
Digita l Resona nce
Attività delle
pagine ufficiali
Movimenti ad
alta volatilità
BRAND
ENGAGEMENT
BUZZING
vola tilità
11
peerT
Opeer
12. Digital Resonance Take Away
L’analisi della Digital Resonance è funzionale alla
definizione della content strategy
Specificità dell’industry
Analisi competitiva
Insights su temi, canali e modalità di ingaggio
12
13. Content strategy multicanale
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
13
15. #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.”
15
17. #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
17
18. #2 Make it emotional
http://www.youtube.com/watch?v=jhFqSlvbKAM
18
19. #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
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22. #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
22
23. #5 (Short) Stories, not contents
“2014 will be the year of short form sound, site
and motion… Gifs, Vine and Instagram videos will
deliver
greater
viewership
and
higher
engagement than long form”
Julie Fleischer,
Director, Media and Consumer Engagement
Kraft Foods
23
27. Content strategy e multicanalità
nel 2014
La content strategy sarà un elemento chiave per rispondere
in modo efficace alla multicanalità
Le aziende assumeranno i Content Director
Una nuova sfida della misurazione sarà misurare il ROI del
content marketing multicanale
Le strategie di content marketing mobile segneranno lo stacco tra
leader e follower
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