コンテンツ マーケティング革命
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B2B マーケティングに変革をもたらす、コンテンツ マーケティングの力（ちから）に関する 発見がここに。
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「サムライディフェンダー」 海外戦略と広告収益化戦略
2013年12月19日にアド部の定例会が開催されました。
こちらは『「サムライディフェンダー」 海外戦略と広告収益化戦略』というタイトルで、株式会社リンクキットの竹内さんによる発表資料の抜粋です。
The Content Marketing Revolution
Content marketing involves creating and distributing valuable, educational content to attract and retain customers. It differs from traditional marketing by focusing on attracting customers with content they seek out, rather than pushing messages. An effective content marketing strategy identifies the target audience's interests and needs, then develops content that educates or entertains them while also telling the company's story. Common content types include blogs, videos, and reports. Tracking engagement and leads is important for nurturing customers through the purchase funnel. Outsourcing to a content agency can help companies create high-quality content.
Poemas Ermen[1]
Este poema expresa el profundo amor y afecto que siente el autor hacia otra persona. Describe cómo se queda sin palabras al tener a esta persona frente a él debido a la intensidad de sus sentimientos. Afirma que esta persona ha llegado a su vida y es su razón de ser, aire para respirar y todo. El poema repite varias veces la frase "Cuanto te quiero" y "Cuanto te adoro" para enfatizar el gran amor que siente.
Brand Activation
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Groza Cobbs wmc2014_peru B2B Sponsorship
While a substantial body of research has emerged examining the affect corporate sponsorship has on consumers, the literature has yet to consider how sponsorship affects business-to-business customers. Grounded in social identity theory, this paper addresses this important gap by proposing and empirically testing a B2B sponsorships effects model. The model is tested utilizing Structural Equation Modeling (SEM) of data collected from 552 active business-to-business customers of an industry supply company. Results suggest B2B customers are attuned to company sponsorship activities and are influenced by these sponsorships. Specifically, corporate sponsorships can influence customer’s loyalty, positive word-of-mouth and purchase decisions by enhancing customer’s level of company identification. Theoretical and managerial implications are discussed.
Brand activation
This document discusses the concept of brand activation. It defines brand activation as looking for ways a brand's strategy and position can be relevant, adaptable, and profitable across an organization's products/services, employees, identity, and communication. The document provides examples of how brands like McDonald's, SAS Airlines, and Nordstrom activate their brands through employees by making the brand meaningful, inspirational, and financially beneficial. It also discusses how brands can be activated through products/services by aligning them with advertising promises and attaching emotional preferences to differentiate similar products. The overall goal of brand activation is for a company to be a coherent brand from the customer's perspective across all touchpoints.
Brand Content: New Forms of Brand Communication
The document discusses new forms of brand communication, specifically branded content, in the context of changing media landscapes and consumer behaviors. It notes how advertising as traditionally known no longer works due to a global, connected society and experience-based economy. However, brands must still share stories to connect with consumers. The document argues that to create effective branded content, brands first need to understand themselves and their consumers in the current context. It provides examples of branded content on YouTube as new ways for brands to communicate.
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「サムライディフェンダー」 海外戦略と広告収益化戦略
2013年12月19日にアド部の定例会が開催されました。
こちらは『「サムライディフェンダー」 海外戦略と広告収益化戦略』というタイトルで、株式会社リンクキットの竹内さんによる発表資料の抜粋です。
The Content Marketing Revolution
Content marketing involves creating and distributing valuable, educational content to attract and retain customers. It differs from traditional marketing by focusing on attracting customers with content they seek out, rather than pushing messages. An effective content marketing strategy identifies the target audience's interests and needs, then develops content that educates or entertains them while also telling the company's story. Common content types include blogs, videos, and reports. Tracking engagement and leads is important for nurturing customers through the purchase funnel. Outsourcing to a content agency can help companies create high-quality content.
Poemas Ermen[1]
Este poema expresa el profundo amor y afecto que siente el autor hacia otra persona. Describe cómo se queda sin palabras al tener a esta persona frente a él debido a la intensidad de sus sentimientos. Afirma que esta persona ha llegado a su vida y es su razón de ser, aire para respirar y todo. El poema repite varias veces la frase "Cuanto te quiero" y "Cuanto te adoro" para enfatizar el gran amor que siente.
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A practical, real-world process for unlocking the power of corporate brands to deliver business results.
Groza Cobbs wmc2014_peru B2B Sponsorship
While a substantial body of research has emerged examining the affect corporate sponsorship has on consumers, the literature has yet to consider how sponsorship affects business-to-business customers. Grounded in social identity theory, this paper addresses this important gap by proposing and empirically testing a B2B sponsorships effects model. The model is tested utilizing Structural Equation Modeling (SEM) of data collected from 552 active business-to-business customers of an industry supply company. Results suggest B2B customers are attuned to company sponsorship activities and are influenced by these sponsorships. Specifically, corporate sponsorships can influence customer’s loyalty, positive word-of-mouth and purchase decisions by enhancing customer’s level of company identification. Theoretical and managerial implications are discussed.
Brand activation
This document discusses the concept of brand activation. It defines brand activation as looking for ways a brand's strategy and position can be relevant, adaptable, and profitable across an organization's products/services, employees, identity, and communication. The document provides examples of how brands like McDonald's, SAS Airlines, and Nordstrom activate their brands through employees by making the brand meaningful, inspirational, and financially beneficial. It also discusses how brands can be activated through products/services by aligning them with advertising promises and attaching emotional preferences to differentiate similar products. The overall goal of brand activation is for a company to be a coherent brand from the customer's perspective across all touchpoints.
Brand Content: New Forms of Brand Communication
The document discusses new forms of brand communication, specifically branded content, in the context of changing media landscapes and consumer behaviors. It notes how advertising as traditionally known no longer works due to a global, connected society and experience-based economy. However, brands must still share stories to connect with consumers. The document argues that to create effective branded content, brands first need to understand themselves and their consumers in the current context. It provides examples of branded content on YouTube as new ways for brands to communicate.
Content Changes Everything
The document discusses strategies and trends in B2B marketing and sales. It notes that 67% of the B2B buyer journey is now digital, and that peer references and social media engagement are important. It also emphasizes that B2B buyers are more informed than ever and seek information independently of sales pitches. Successful strategies require understanding buyers' needs at each stage, from awareness to consideration to relationship building, and providing personalized, relevant content.
Brand to content
Content marketing is replacing advertising as the weapon of choice for today's marketers, especially in B2B. But without a strong brand, content marketing can be an ineffective waste of effort. A brief look atr how to unlock the power of brands to ensure that content is always compelling, well-focused and practical.
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Join Cision’s Senior Manager, Content Marketing Annemaria Nicholson and MarketingProfs’ Senior Program Manager Kerry O’Shea Gorgone and find out how to:
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600名に聞いた！コンテンツマーケティング調査レポート 2015年版
ウェブマーケティングのひとつとして話題をあつめている、コンテンツマーケティング。2014年は国内のウェブマーケティング系ニュースでも、頻繁に見かけるようになってきました。
もちろん、コンテンツマーケティングを実践している企業やメディア、ブランドは増加傾向にありますが、
「効果を実感しているのか？」「どのような手法が主流なのか？」「運用面はどうしているのか？」といった、実施の結果や実状が気になるところです。
エコンテでは昨年末、コンテンツマーケティングの担当者600名にアンケートを行い、その実態を調査しました。今回はその結果をまとめたスライドを、ご紹介します。
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We can’t keep creating more content for each of these new devices and channels. We’d go nuts trying to manage and maintain all of it. Instead, we need content that does more for us: Content that can travel and shift while keeping its meaning and message intact. Content that’s trim, focused, and clear—for mobile users and for everyone else, too. Content that matters, wherever it’s being consumed.
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2) Some changes implemented based on UX findings include installing hot water taps, changing hours, and adding blankets - aimed at improving the small details of user experience.
3) The presentation encourages other libraries, archives and museums to try incorporating UX techniques like behavioral mapping and cognitive interviews to inform design changes that enhance services for users.
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600名に聞いた！コンテンツマーケティング調査レポート 2015年版
ウェブマーケティングのひとつとして話題をあつめている、コンテンツマーケティング。2014年は国内のウェブマーケティング系ニュースでも、頻繁に見かけるようになってきました。
もちろん、コンテンツマーケティングを実践している企業やメディア、ブランドは増加傾向にありますが、
「効果を実感しているのか？」「どのような手法が主流なのか？」「運用面はどうしているのか？」といった、実施の結果や実状が気になるところです。
エコンテでは昨年末、コンテンツマーケティングの担当者600名にアンケートを行い、その実態を調査しました。今回はその結果をまとめたスライドを、ご紹介します。
Brand Activation Strategy - BottomUp InsideOut
The document outlines Maurice Maas's brand activation strategy, which focuses on meaningful interaction between brands and consumers to create conversation value and brand advocacy. It emphasizes facilitating experiences for consumers centered around their latent concerns through getverstising (pull marketing) rather than interruptive advertising. The goal is to spread ideas virally by making brands relevant and memorable through these experiences.
Brand activation - Do something awesome with people (English version)
This presentation takes you through the first steps on how to make a succesful brand activation concept.
Getting unstuck: content strategy for the future
Responsive. Adaptive. Mobile first. Cross-channel. We all want a web that’s more flexible, future-friendly, and ready for unknowns. There’s only one little flaw: our content is stuck in the past. Locked into inflexible pages and documents, our content is far from ready for today’s world of apps, APIs, read-later services, and responsive sites—much less for the coming one, where the web is embedded in everything from autos to appliances.
We can’t keep creating more content for each of these new devices and channels. We’d go nuts trying to manage and maintain all of it. Instead, we need content that does more for us: Content that can travel and shift while keeping its meaning and message intact. Content that’s trim, focused, and clear—for mobile users and for everyone else, too. Content that matters, wherever it’s being consumed.
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Why do users visit a website? Most likely it's for the content. Then why is content strategy the most neglected aspect of user experience design? Delivering the right content to meet user needs requires attention throughout the process -- it must be planned, analyzed, produced, edited, managed, and maintained. Even though content is the centerpiece of the user's experience, it rarely gets the attention it deserves during site design and development. This workshop addressed how to integrate content strategy into the website design process, ensuring that the content that gets created is what users need.
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2) Some changes implemented based on UX findings include installing hot water taps, changing hours, and adding blankets - aimed at improving the small details of user experience.
3) The presentation encourages other libraries, archives and museums to try incorporating UX techniques like behavioral mapping and cognitive interviews to inform design changes that enhance services for users.
Designing Teams for Emerging Challenges
The document discusses designing teams and processes to adapt to changing needs. It recommends structuring teams so members can work within their competencies and across projects fluidly with clear roles and expectations. The design process should support the team and their work, and be flexible enough to change with team, organization, and project needs. An effective team culture builds an environment where members feel free to be themselves, voice opinions, and feel supported.
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I also teach this workshop as a private lunch-and-learn or half-day immersive session for corporate clients. To learn more about pricing and availability, please contact me at http://familian1.com
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コンテンツ マーケティング革命
- 1. B2B © Copyright 2016 Tactus Partners
- 2. …何
- 3. …
- 4. …
- 5. … … … …
- 6. ?…なぜ
- 7. …
- 8. 1. 2. 3. …
- 9. …
- 10. …
- 13. ?…どのように
- 14. * IT B2B
- 15. B2B 26%* *
- 16. 動画 eニュースレーター 投稿記事 ソーシャルメディア（ブログ以外） 9% 16% 23% 25% 30% 31% 41% 42% 43% 51% 55% 61% 62% 78% 79% B2B …
- 17. 72% 57% 56% eニュースレーター 55% 53% 28% ソーシャルメディア（ブログ以外） 31% 34% 37% 38% 効果的と考えられる。 あまり効果的とは、考 えられない。
- 20. …
- 25. …
- 28. …
- 29. Apple … Red Bull …
- 32. 1. … - -
- 33. 2. …
- 35. 4.