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Branded content, quando l'azienda fa notizia - Web Marketing Festival 2016

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Intervento di Filippo Tramelli al Web Marketing Festival 2016 nella Sala Editoria venerdì 8 luglio 2016. Una panoramica sulle differenze tra branded content, native advertising, brand journalism e content marketing e sul perché questo tipo di contenuti può essere utile per le aziende. Perché e come i giornalisti possono lavorare all'interno delle aziende? Dopo un excursus con alcuni case studies di successo sono stati inseriti alcuni strumenti utili per creare contenuti di valore.

Published in: Marketing
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Branded content, quando l'azienda fa notizia - Web Marketing Festival 2016

  1. 1. |cooperativa giornalistica Branded content, quando l'azienda fa notizia Web Marketing Festival 2016 - #wmf168.luglio.2016 Filippo Tramelli
  2. 2. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli
  3. 3. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli
  4. 4. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli 1. Panoramica
  5. 5. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli 1. Panoramica 2. Esempi
  6. 6. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli 1. Panoramica 2. Esempi 3. Strumenti
  7. 7. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli 1. Panoramica
  8. 8. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Branded content
  9. 9. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Branded content
  10. 10. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Branded content Native advertising Brand journalism Content marketing
  11. 11. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Brand journalism
  12. 12. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Brand journalism Racconto di storie su un marchio, azienda o prodotto
  13. 13. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Brand journalism Racconto di storie su un marchio, azienda o prodotto Le aziende comunicano i propri valori
  14. 14. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Articoli sponsorizzati da un brand, che non parlano direttamente di prodotto Sviluppo e produzione di contenuti originali concepiti ad hoc a partire dai temi e dai valori di comunicazione del brand Branded content
  15. 15. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Branded content Contenuto editoriale di alto valore per il target aziendale, per informare e favorire l’engagement
  16. 16. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli 2. Esempi
  17. 17. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli http://www.msn.com/it-it/notizie/gotech
  18. 18. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli http://www.msn.com/it-it/notizie/gotech
  19. 19. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli
  20. 20. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli www.viviverdetour.it
  21. 21. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli
  22. 22. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli https://www.dropbox.com/s/xl6pdzua6jxzp1l/1.mp4?dl=0
  23. 23. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli
  24. 24. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli https://www.dropbox.com/s/7tl1ar64jd3x111/Tormento%20master.mp4?dl=0
  25. 25. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli
  26. 26. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli https://www.dropbox.com/s/ra2lv8u7yret3k8/CeradiCupra_def.mp4?dl=0
  27. 27. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli
  28. 28. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli
  29. 29. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli
  30. 30. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli
  31. 31. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Branded content
  32. 32. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Branded content Raggiungere un target specifico
  33. 33. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Branded content Raggiungere un target specifico Offrire contenuti di valore
  34. 34. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Branded content Raggiungere un target specifico Offrire contenuti di valore Dal non commerciale al commerciale
  35. 35. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Branded content Raggiungere un target specifico Offrire contenuti di valore Dal non commerciale al commerciale Credibilità: dell'azienda ⇄ prodotto editoriale
  36. 36. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Branded content Raggiungere un target specifico Offrire contenuti di valore Dal non commerciale al commerciale Credibilità: dell'azienda ⇄ prodotto editoriale Interesse verso il brand
  37. 37. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Branded content Raggiungere un target specifico Offrire contenuti di valore Dal non commerciale al commerciale Credibilità: dell'azienda ⇄ prodotto editoriale Interesse verso il brand No pubblicità occulta
  38. 38. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Perché puntare sui contenuti?
  39. 39. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Dimostrare competenza
  40. 40. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Attirare i lettori/clienti offrendo loro un servizio
  41. 41. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Posizionamento
  42. 42. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Perché un giornalista?
  43. 43. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Perché un giornalista? Contenuto informativo
  44. 44. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Perché un giornalista? Contenuto informativo Selezione delle notizie
  45. 45. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Perché un giornalista? Contenuto informativo Selezione delle notizie Titolazione
  46. 46. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Perché un giornalista? Contenuto informativo Selezione delle notizie Titolazione Qualità di scrittura
  47. 47. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Perché un giornalista? Contenuto informativo Selezione delle notizie Titolazione Qualità di scrittura Credibilità
  48. 48. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Editoria, che impresa! Il futuro dell'editoria...
  49. 49. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli 3. Strumenti
  50. 50. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Strumenti
  51. 51. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Strumenti Google Trends Ubersuggest Keyword tool Google Keyword planner
  52. 52. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Strumenti
  53. 53. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Strumenti Semrush SEOZoom
  54. 54. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Strumenti
  55. 55. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Strumenti Infogr.am Tableau Datawrapper Silk.co/journalism Canva
  56. 56. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Strumenti
  57. 57. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Strumenti http://stocksnap.io/ http://www.pexels.com/ http://www.sitebuilderreport.com/stock-up http://gratisography.com/ http://www.designerspics.com/ http://imcreator.com/free/ http://pixabay.com/ http://www.flickr.com/creativecommons/
  58. 58. |cooperativa giornalistica Conferenze di introduzione al giornalismo - Consiglio di Zona 318.maggio.2010 Web Marketing Festival 2016 - #wmf16@filippotramelli Grazie per l'attenzione, keep in touch Filippo Tramelli twitter. @filippotramelli mail. filippo.tramelli@primopiano.it www.primopiano.it corsi.primopiano.it

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