What is content marketing and how it can boost your business
In my last two articles I spoke of the importance of balancing (instagram takipçi satın al) the accounts between investments in traditional advertising and content marketing (see here) and then analyzed some media market and traditional advertising will end (see here), however, still lacking to make it clear what content marketing settings and what he is and is not and how it can boost your business.
Content marketing is not a new thing, on the contrary, should be one of the oldest forms of marketing (more on this in future posts). However, it was from the advent of the Internet, specifically Web 2.0 and Social Media, it came to be better known and used by companies, since they could publish their contents with greater ease and low cost, as highlighted in my first article mentioned above.[instagram türk takipçi satın al]
As well as all marketing, content marketing best practices born in the US, and the original English term "content marketing" is much more recent than the practice of content marketing itself. Previously, the most used term was "custom publishing" (in Portuguese, custom publishing) and it was from 2007 that the most knowledgeable Planet content marketing, Joe Pulizzi, coined the term "content marketing" to create your company the Content Marketing Institute.
[Google trends cm]
In Brazil, the term is even more recent and began to gain prominence in Google searches only from March 2013, as we can see in the chart above Google Trends. Because of this increased interest from companies, many traditional agencies, press offices and even SEO agencies have been offering content marketing services without knowing deeply that its foundations and definitions. Because of this, a lot of noise can be found there, and the fact that companies publish content does not mean that they practice marketing content correctly. We can see companies spending lots of money on social networks without having a strategy and content marketing mission behind.
So to help you get around all this tangle of definitions, we will highlight some of them taken from the book Epic Content Marketing Joe Pulizzi, whose literature you can see the end of this article.
The content marketing settings
A more formal definition:
Content marketing is the process of marketing and business to create and distribute valuable and compelling content to attract, acquire and engage a target audience, clearly defined and understood in order to drive consumers to profitable stocks. (instagram beğeni satın al)
A less formal definition:
Content marketing is owning media rather than rent it. It is the process of marketing to attract and retain customers by creating and consistent content curation in order to change or enhance a consumer's behavior.
A definition for practitioners:
Content marketing is about delivering content that your audience are looking at all possible places where they can seek. It is the effective combination of content creation, curation and your inquiry. It is the development process and relevant content sharing, valuable and engaging for the target audience in order to gain new customers and increase business from the existing customer base.
A definition for the skeptics:
Your customers do not care about you, your products or your services. They care about themselves, their desires and their needs. Content marketing is about creating interesting information from which their customers like, or better yet, why they are in love, so that they, in fact, pay attention to you.
Sell more by selling less
The fact is that for marketing content, you can not think of your products and services but on the needs of your target audience. Remember that such requirements can be different, for example, need to be entertained. The LEGO, one of the companies best understands content marketing, has just released the film The LEGO ® Movie, produced in Hollywood and distributed by Warner Brothers Pictures.
This is pure entertainment, a way to sell more products without having to ask directly for consumers to buy their products. Only the trailer below had more than nine million views on YouTube. The coolest thing is that the film was produced with a relatively low budget for a prominent Hollywood production, 60 million US dollars, and its revenue has already exceeded this figure in its first week of view only in the US, with a collection 69 million US dollars.
Including, as highlighted in previous articles, we are entering an era where traditional media companies and begin to overlap. I remember a case study which was quite using in the course of business administration with specialization in marketing from ESPM, it was about the definition and the McDonald's business strategy. The question was: What is the main business of McDonald's? Most of the students, including me, would answer with a resounding: Food. Since the truth, at least at the time, it was that the main business of McDonald's in fact is real estate. The same overlap between business starts to occur very clearly in the media sector. In the words of Michael McNally, director of brand relations, LEGO:
"I think what we really found is that Lego is a means ... is not a toy, it is a means to other people tell their own stories and create their own adventures."
Content marketing is basically the art of communicating with your customers and potential customers, without leaving selling their products and services directly. A business that is on my mind these days is the business of Fiat, where the former soccer player Ronaldo out of the sea like a mermaid, opens an oyster and shows a lot of bills to be paid to a couple that was coming a deserted beach to enjoy it. Hence comes the narrator and says "You can not get away from the end of year accounts, but there's still time to buy your Fiat with reduced IPI ...". I'm wondering how many people will attend this trade can buy a new car simply to enjoy the reduced IPI, especially in a month where we have a lot of bills to pay, as the Fiat was keen to highlight the commercial.
Another lesson we can learn about marketing content by analyzing the business of Fiat, is that content marketing is not intrusive. You do not want to interrupt what people were watching, listening or reading to convey your sales message. On the contrary, you want people to think you when they are searching for something. Caspita, as my grandmother would say Vittoria, the couple can not even enjoy the peace of a deserted beach without being interrupted by a beautiful mermaid trying to alert them that you can still buy a Fiat (or any other car) with reduced IPI? Go to that place, you know, change the channel.
With so many problems involving the issue of transport these days, especially in large cities, it is that Fiat can not create content a little more intelligent and useful than that. What kind of value to the brand such campaigns create? This is branding? No wonder that the world carmakers are failing. Playing around on Google: vehicle sales forecast for 2014. Let's headlines:
[✔] Anfavea projects this year, an increase of 1.1% in vehicle sales in the country.
[✔] The Fenabrave makes prediction that 2014 will be a more difficult year for sales.
[✔] Vehicle production is expected to grow 0.7% in 2014, provides for the Anfavea.
[✔] The Fenabrave predicts fall of 3.24% in vehicle sales in 2014.
[Michelin Guide] Now ask Google:. That the right time to change my vehicle See if any of the results is somewhat automaker. I have not found any results in the first three pages. No paid advertising. In the second page, a Michelin article (see here), which is another company that understands very well the content of marketing; see the Michelin Guide, which is a tour guide, first published in 1900 (and which still exists today) by André Michelin, one co-founder.
So instead of pushing their products and services to consumers, you need to deliver information on an ongoing basis to help your audience to become more intelligent and entertained, and this is where an emotional connection may occur and consumers can in reward buying our products and services. You need to sell without selling the main objective. In the words of Michael McNally, LEGO, which revealed its justification to produce the film:
"It's not that we needed a movie to help us sell more stuff."
We will strengthen again: Traditional advertising logically has its value, especially to generate knowledge and to present your company, products and services to the world, however, it will only produce sales if you are lucky enough to reach their consumers at a time when it already You are prepared to make the purchase. All that traditional branding work to create value for your brand through repetitive marketing messages over time, is running out. I will not pay more for OMO if I find out the competitor's powder is cheaper and has the same quality.
The above examples cited concern a few large corporations that have large budgets to create advertising campaigns. And with regard to small and medium enterprises? And with regard to B2B companies, which have a sales process much more meticulous and complex? How content marketing can help them?
The content model of marketing maturity
Content marketing can be used for different purposes and at different stages in the life of a company, its products and services. This form of marketing is even more valuable to businesses because you do not need to go through all stages of content marketing maturity model to succeed at any of them in order to be able to achieve their business objectives.
The model of content marketing maturity, shown below, was developed by Robert Rose, chief strategist of the Content Marketing Institute. Your goal is to help companies identify which content marketing stage they are and how they can maximize their actions, according to their goals and needs. Reconfirming, this can only be done by creating differentiated value for its consumers.
Depending on which segment and type of business you are in, you will have different requirements for the creation and development of its contents. This will directly impact the level of sophistication that your content will need to have. The following model is to be used as a scale, not capacity, but approach. Under the guidance of Robert, this model is very important for you to understand where in you find yourself in your content marketing journey (content awareness, thought leadership and storyteller), so you can start your actions in step right.
[Maturity model of Content Marketing]
On the basis of this scale it is what Robert has defined as "content of consciousness". This step is to generate content for you to be found, managed to stand out in this dense forest full of noises and interruptive ads, in order to generate confidence in their readers, viewers and listeners so that ultimately buy from you. The classic example highlighted by the author is the so-called inbound marketing, where companies use content to be found.At this stage of maturity model, you focus on demand. The strategy is to generate a lot of reliable and useful content in order to be found, generating awareness and trust with your target audience.
The next step in the maturity of Mr. Rose model is the "thought leadership", which is to position yourself as an expert in its segment and have property to generate content related to it. This means, for their consumers that they can trust their information because, you know what you are doing, saying and is well oriented. Logically, as highlighted in the whole article does not help you keep repeating that you are the best, you need to show it.
For content marketing, be thought leader in its segment or industry, it means that you can create value for your target audience beyond the scope of its products and services. Obviously you need to have a product and / or service befitting because nothing will not help you be the foremost expert in generating content to their products and services are crap. Nowadays, the roof of all of us is glass!
At this stage, your business will claim and consequently deserve leadership in its segment and industry through the creation and distribution of content, not for the sole purpose of finding demand, but primarily to build trust for the brand, beyond the content of how to use and what are your products and services. As previously stated, this step will advance your business and the creation of content for their purchase of characters (more on them in future articles), focusing mainly on creating content for the influencers. This step is especially important for B2B companies, where you will help consumers to advance through the purchase funnel. There are several purchasing processes that are quite complex, as the acquisition of business management systems, and create reliable and useful content will help and your target audience in their buying decision.
The final stage of the maturity model is called "Storyteller" (or alternatively "storyteller", a term that has already been widely adopted by professionals in Brazil). At this stage, the brands incorporate its content into a broader narrative to your brand and completely align their content marketing strategy around your engagement strategy with consumers. The deal goes beyond becoming a leader in its segment and industry to connect your target audience on an emotional relationship with your brand. We can cite as examples of counters marks stories Coca-Cola, Red Bull, LEGO, SAP, Cisco, GE, American Express, Adobe, John Deere, Michelin, among others.
The strategy of storytelling is to educate, entertain and engage, which ends up generating an impact on your audience for that content created goes far beyond the scope of its products and services, reaching the level of why your business exists and what are their dreams. Brands that can tell stories at this level they create excitement and interest in those who are not yet customers, and transforms existing customers into evangelists for your brand, building its audience to engage it with your brand in multiple ways. The purpose of the storytelling strategy is to create better customers. Your consumers will repay him anyway to feel special, VIP or Premium deserving of treatment. This is where the magic happens.ניהול תיקים
I conclude this article with the (παλετες) words of Joe Pulizzi: "There was a time that the media paid was the best and most efficient way to sell their products and services, but no more."
Please leave a comment, I'd love to know your opinion! (עבודות גבס)
Have a great weekend and business success. (fosfatidilserina)
Rarely in history we will find the kind of classic hero , (Chlorinator repairs) worthy of being exalted in the speech of Pericles to the fallen or see his likeness immortalized in marble admiration and example for future generations. Georges Guynemer is in our view one of those rare exceptions . Yet no one can imagine a classical canon far we inherited artists, historians and poets of ancient warrior.
Certainly no one would have thought seeing the small, (Pump repair) pale and weak young man with his father anxiously awaited the moment to be received by the commander of the flight school in Pau in November 1914, which was facing a hero , whose name He became one of the most revered and famous of the glorious military history of France . But none of the armed services had given him the opportunity to fight for their country. One after another, the Army and Navy, all were rejected him.
In August 1914, following the entry of Britain and France (Chlorinator repairs Brisbane)in the greatest war that the world had seen until then, the Great War, millions of French had already been called up and bloody crucible that caused soldiers down hundreds of thousands. By August 29, the total French casualties since the beginning of the war reached a frightening number: 260,000, of which 75,000 were killed. Only between 20 and 23 August, 40,000 French soldiers had lost their lives. 27,000 of these had dropped on 22 , the day that was to become the bloodiest day of the First World War . Much worse than the infamous July 1, 1916, first day of the Battle of the Somme, where some 20,000 British would not see the next sunrise and usually receive between Anglo historians as sinister and ominous distinction.
So appalling casualty rate was not matched in any war, (Pool light repairs)even in the terrifying massacres that would mean the gigantic battles of material would come in the next few years, such as the aforementioned the Somme or Verdun. And yet, despite the overwhelming need of men that the "fire" of war consumed mercilessly, nobody wanted that little volunteer . According to the medical services did not meet the minimum physical conditions for service in campaign. But his luck was about to change. An unknown captain, with whom France has a debt of everlasting gratitude, would open wide the doors to Guynemer his fate. But let us return for a moment looking back to introduce our hero.
The immigration of workers in France from 1850-1914
Marie-Paul Lancrenon (1857-1922), military career, take missions to write travel books and excursions consist of text and photographs he takes " amateur ". In particular we owe him three thousand miles to paddle, the Seine in the Volga appeared in 1898 and Winter Impressions in the Alps. (best immigration consultant)The blue sea of Mont Blanc published in 1906. It is in this context that, with its talent hiker and climber, he seized on the spot of Spanish migrants as they cross the Port of Venasque, the collar Pyrenees located 2444 meters above sea level in the French-Spanish border near Luchon (Haute-Garonne).
Portrait of Spanish migrants
The cliché is six Spanish migrants, in July 31, 1907, have temporarily interrupted their walk and pose for the photographer, their backpacks and their sticks on the ground. (best immigration lawyer)Stopped on a slope on a "path" rocky, they are placed in a row, so that each is visible. The group consists of five men and a child behind which appears a mule or mule with its pack. As one of the men, the young boy is wearing a long shirt "peasant", while others wear clothing typical of the Pyrenean regions of northern Spain along with their berets. All set the target of a serious and worthy enough air, even if the child also seems somewhat intrigued.The clothes and faces show poor workers forced to pick a job in France. "Simplicity" baggage goes in this direction, as it accredits, in turn, the idea that these men have come to agricultural work in the summer. Still and beyond the circumstance arises, the dignity of the men who stand upright facing the camera indicates that these proletarians are proud to live from their work.
from 1851-1881, the immigrant population in France has increased rapidly, (immigration consultant wellington) from around four hundred thousand to nearly a million people. From 1881-1911, growth is much more measured (additional 150,000 foreigners), although this was also due to a more flexible naturalization policy. Overwhelmingly, there is an influx of foreign workers and the poor. Indeed, the industrial boom that the country is from the Second Empire and the development of more intensive agriculture market, itself linked to the growing phenomenon of rural exodus in France provoke a strong demand for labor- work unskilled. Temporary, seasonal or permanent installation of newcomers is therefore closely linked to the labor market. From 1850-1914, the immigration also remains largely "border", migrants from neighboring countries and settling, according to employment opportunities in neighboring regions. So while Paris also attracts foreign workers, there have been many Belgians in the North and Northeast (workers in textile mills and coal and heavy industry), Italians in the South East and Spaniards in the Southwest (farm workers, building, handling and transport). Marie-Paul Lancrenon seems to have met these men as he was pacing and photographed the Pyrenean pass, as he had done in the Alps a few months earlier . If he asks them to ask, it is not to reveal a fact -the migration of these workers came from Spain are a phenomenon already widely known at the time - neither to pass any message but rather to present objectively certain realities of the migration process at the beginning of the century. On one hand, the influx of migrants in the Spanish Southwest. They are 30 000 in 1850 and 80,000 in 1886 (a figure roughly stable until 1914) to work and live in the border departments and in Gironde, Dordogne, the Lot, the Lot-et-Garonne, Gers, Tarn and Tarn-et-Garonne. In this great Southwest, they represent over 5% of the population in 1906, against just 1% in 1890. They are employed in industry, transport, fisheries and construction, and as laborers. The time of year (July) may also suggest that these are seasonal migrants, like many others come for the picking or harvesting. On the other hand, the fact that newcomers, even when it comes to temporary migration are almost exclusively men. If in 1907, there were 45,000 men and 35,000 women Spanish (so good rate "accompaniment" which corresponds to the fact that this type of immigration is quite old), it is only once installed that they bring women and children, which is not the case of the characters in the photograph. The presence of a child, quite rare (only 7% of new migrants are so young) could confirm the hypothesis of a seasonal migration.
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