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B com 2014 | Strategie di content marketing per un engagement multicanale_Paolo d'Ammassa, Connexia
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B com 2014 | Strategie di content marketing per un engagement multicanale_Paolo d'Ammassa, Connexia

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Conferenza plenaria_27 marzo 2014

Conferenza plenaria_27 marzo 2014

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    B com 2014 | Strategie di content marketing per un engagement multicanale_Paolo d'Ammassa, Connexia B com 2014 | Strategie di content marketing per un engagement multicanale_Paolo d'Ammassa, Connexia Presentation Transcript

    • #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
    • 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