Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Content marketing: roadmap and strategies

236,247 views

Published on

Presentazione dedicata al tema del Content Marketing e sintesi elaborata da articoli, appunti, ed esperienze passate. Il documento è ricco di suggerimenti per coloro che vogliono intraprendere una strategia di content marketing basata sulla cura dei contenuti, sulla content curation, sul modo di amplificare e diffondere il contenuto. Nell'era dei mercati conversazionali, non basta scrivere un articolo e poi lasciarlo al suo destino. Il ruolo del Team di lavoro e del Content Curator è fondamentale per il successo di un content marketing plan.

Published in: Marketing
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m77EgH } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m77EgH } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m77EgH } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m77EgH } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m77EgH } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m77EgH } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Content marketing: roadmap and strategies

  1. 1. Content Marketing Strategiesand Tips Luca Vanzulli
  2. 2. Scopo di questo documento è quello di approcciare il Content Marketing, fornendo un modello di sviluppo e diversi suggerimenti. INTRODUZIONE
  3. 3. Creazione e Distribuzione omnicanale di contenuti di Valore, Unici, originali e interessanti per il target utenti di riferimento CONTENT MARKETING: MISSION
  4. 4. Content Marketing + InboundMarketing La roadmap by HubSpot
  5. 5. La roadmap NON BISOGNA ESSERE INVASIVI NON ANNOIARE GLI UTENTI PAROLA D’ORDINE: ATTRACTING
  6. 6. CONTENT MARKETING: QUALI CONTENUTI? Autenticità + Trasparenza +Valore +SEO Interessi dei CLIENTI Brand Engagement Il Brand diventa editore di sè stesso
  7. 7. CONTENT MARKETING: QUALI UTENTI? (Fonte: immagine tratta dal sito www.funkymarketing.it)
  8. 8. CONTENT MARKETING: La tavola periodica (Fonte: immagine tratta dal sito Econsultancy)
  9. 9. CONTENT MARKETING: GAS AI MOTORI
  10. 10. CONTENT MARKETING: CHE COSA?
  11. 11. CONTENT MARKETING: COME PARTIRE? 3 Pianificare i contenuti, non significa limitarsi alla sola attività di individuazione dell’argomento da trattare, creazione del contenuto e pubblicazione. Occorrono Strategie più ampie! Dove si trova la mia audience? Come posso raggiungerla? Quali canali utilizzare?
  12. 12. CONTENT MARKETING: OBIETTIVI •Fidelizzare i Clienti attraverso news e informazioni a valore aggiunto •Supportare la strategia di Brand awareness •Motivare il personale •Incrementare il traffico organico verso il proprio sito di riferimento •Canalizzare l’attenzione dei clienti verso determinate problematiche/servizi •Favorire leadgeneration e contatti profilati
  13. 13. CONTENT MARKETING: QUALI BENEFICI? • Aumento della loyaltydel brand • Più visibilità al nostro messaggio • Effetto positivo sul SEO e Google • Social: community più viva e attiva
  14. 14. CONTENT MARKETING: QUALI CANALI? •Articoli •Presentazioni on line •White papertematici •Infografiche •Video •Interviste •Emagazine •Immagini •Ebook •Podcast REPURPOSINGDEI CONTENUTI SFRUTTANDO DATI DEL CENTRO STUDI , ATTI DICONVEGNO E ALTRO MATERIALE GIA’ CREATO.
  15. 15. CONTENT MARKETING: COME SCRIVERE? Scrivere per il web è diverso dallo scrivere tradizionale: -Keyword targeting -Titolo (8 utenti su 10 si fermano al titolo -Contenuto unico e originale -Scrivere semplice -Utilizzare i bulletpoint
  16. 16. CONTENT MARKETING: COME SCRIVERE? La Lunghezza dei post deve essere di almeno 1.500-2.000 parole; meglio non scendere mai sotto le 500 parole. Altri suggerimenti utili -Testo originale, unico e di qualità -Scrivere semplice e chiaro -Utilizzo di sottotitoli -Inserire immagini o tabelle di sintesi -Inserimento di link di approfondimento; -Inserimento di un remindad altri articoli già trattati -Inserimento di presentazioni pubblicate su altri canali: ad esempio su slideshareo video su YouTube
  17. 17. CONTENT MARKETING: L’ARTICOLO Titolo Introuzionee scopo articolo Immagine Sottotitolo Contenuto Inserimento di una Call to action Sottotitolo Contenuto Inserimento di risorse di approfondimento Titolo Intro Immagine piccola Sub Head Contenuto Inserimento di una Call to action Sub Head Contenuto Inserimento di una Call to action Inserimento di risorse di approfondimento
  18. 18. Fonte: http://visual.ly/color-emotion-guide
  19. 19. Fonte:http://www.smartinsights.com/content-management/content-marketing-strategy/the-content-marketing- matrix-new-infographic/
  20. 20. CONTENT MARKETING: CONTENT CURATION -Individuare contenuti di qualità per la nicchia di riferimento -Individuare argomenti interessanti -Favorire il riutilizzo di contenuti in archivio per creare nuovi articoli
  21. 21. CONTENT MARKETING: il ruolo del Content Curator Fonte dell'immagine: www.curata.com
  22. 22. Piattaforme per la contentcuration Scoop.it. Permette di condividere contenuti web con pochi clic. Pealtrees. Consente la raccolta, organizzazione e condivisione di topicdi riferimento. Storify. Utile per narrare il brand attraverso un mix di creatività testuale, visuale, ecc. Pinterest. Raccolta e condivisione di contenuti di qualità sotto forma di immagini. Percolate. Utile per raccogliere, catalogare, condividere tutto ciò che viene pubblicato dal brand sui diversi social media.
  23. 23. CONTENT MARKETING: QUALI ATTIVITA’ MISSION E OBIETTIVI RUOLI E PROCEDURE PER LE MICRO DECISIONI CONTRIBUTOR LINEE GUIDA PER LA REDAZIONE DEGLI ARTICOLI EDITOR E CARICAMENTO ARTICOLI E NEWS PIANO EDITORIALE CONDIVISO EVOLUZIONE DEI CONTENUTI CANALI SOCIAL MISURAZIONE DEI RISULTATI
  24. 24. Content Marketing: QUALE APPROCCIO? Seguire un approccio plurifase e basato sulla continua sperimentazione!!!! La Minimum ViableAudiencehttp://www.b2corporate.com/content-marketing-autorevolezza-e-minimum-viable-audience
  25. 25. Content Marketing: QUALE APPROCCIO? •Fase 0: sito internet responsive e social •Fase 1: Missiondel Content Marketing •Fase 2: il Team di lavoro e la creazione dei contenuti •Fase 3: Amplificare i contenuti •Misurare i risultati
  26. 26. Trasformare il Sito web FASE SITO WEB SOCIAL e RESPONSIVE 0 Contenuti Search Google Bing, Yahoo Social Facebook, Twitter, Linkedin, Instagram, Pinterest Discovery E-mail marketing
  27. 27. Missione piano editoriale FASE Definire la mission del Content Marketing e stilare il piano editoriale 1
  28. 28. Questione di motivazioni e competenze FASE Creare un team di lavoro 2
  29. 29. Il content Marketing Team sul campo
  30. 30. Team di lavoro e approccio a valore aggiunto 3 1) far capire ai diretti interessati come certe informazioni possano diventare rilevanti e utili ai fini del contentmarketing; 2) attivare un fase di training in cui spiegare cos'è il contentmarketing e come può tornare utile in ambito business, nei confronti del cliente ma soprattutto come avere un orientamento content-minded; 3) fornire a loro un luogo e uno spazio digitale dove raccogliere e condividere materiale e informazioni.
  31. 31. 3
  32. 32. CONTENT MARKETING: Diffondere FASE Amplificarei contenuti Attraverso i social media e le piattaforme di content discovery tipo Outbrain. 3
  33. 33. CONTENT MARKETING: Distribuire 3 Il valore del contenuto può essere sminuito se non si crea engagement con i clienti: “ occorre lavorare alla strategia di distribuzione dei contenuti” I canali di amplificazione dei contenuti disponibili sono diversi e integrabili: 1) social media, 2) motori di ricerca (search), 3) piattaforme di contentdiscovery 4) emailmarketing
  34. 34. CONTENT MARKETING: Misurare FASE Misurare i risultati 4
  35. 35. CONTENT MARKETING: Misurazione dei risultati 3 La misurazione dei risultati è fondamentale per percepire e identificare gli effetti derivanti da un determinato piano editoriale, al fine di attuare eventuali interventi correttivi già dalla settimana successiva.
  36. 36. CONTENT MARKETING: quali KPI? 3 Fonte: una presentazione di Alberto Mari –Country Manager Outbrainagli InternetDays: http://www.b2corporate.com/content-marketing-come-raggiungere-il-target-utenti
  37. 37. CONTENT MARKETING: quale evoluzione? 3 Contenuti User experience Ciclo di acquisto Content Marketing Mix
  38. 38. CONTENT MARKETING: quale evoluzione? 3 1. Awareness2. Interest/Evaluation3. Engagement4. Retain BuyingCustomerCicle Content Marketing Mix
  39. 39. CONTENT MARKETING: quale evoluzione? 3 BuyingCustomerCicle Content Marketing Mix
  40. 40. CONTENT MARKETING: quale evoluzione? 3 Fonte: http://storage.pardot.com/1/145887/Content_Marketing_Mix_01.png
  41. 41. CONTENT MARKETING: quali KPI? 3 Risorse per approfondire45 risorse utili per il contentmarketingContent Marketing: i 6 principi del processo di venditaContent Marketing e strategia multi device: i 5 fattori chiave Luca Vanzulli: profilo linkedin: https://www.linkedin.com/pub/luca-vanzulli/0/220/739

×