(Guest post) If you’re not marketing content, you’re not marketing【客座博客】无内容,不营销

Thanks Amar Trivedi for this thought-provoking take on one of 2012’s hot topics: content marketing. Originally posted on Amar’s blog.

Content Marketing builds brands. Here’s how to master the Content Loop – in 7 steps:

Social Media is in the air and it’s crystal-clear Content Marketing is where the action is now. Digital marketers worldwide strive hard to keep up with the cyclical demand for quality content.

Most social media-savvy marketing managers recognize quality content as a web traffic (and business) driver, and content marketing as digital innovation (and ultimately, revenue generation).

However, despite its vital importance, when I read about content, it’s mostly the same old stuff:

• Content is King… (so? what’s new?)
• In these days of user-generated content, everyone’s a content producer… (oh! really?)
• Content is not about quantity, it’s about quality… (anything else?)

And then, right amid the haze of cliché-geddon, I spotted… a fresh, new thought. A-ha!
“Marketing is not everything today. But… everything is marketing.”

That made me stop and go hmmm! On the same line of thought, my take is:

“Content Marketing is not everything today. But, everything is Content Marketing.”

  • Like when you uploaded the office party photos on Facebook and got 84 comments and 103 Likes!
  • Noticed how the London 2012 Games were aptly called the world’s first mobile-social-online Olympics
  • Or how every big news event (entertainment, political, cultural) also gets relayed in a multi-screen environment (PC, smartphone, tablet, TV), or
  • How most ads now end on www, facebook, @, youtube, blog, AR, or a QR code

The above may seem disparate but from a brand marketer’s outlook, it is all content marketing WIP. The term ‘content’ seems a bit of a broad stroke owing to its multi-dimensional nature.

Simply put, if you’re promoting your business via any media – offline or online – you’re creating branded content.

Life itself is a great source of stories. Owing to easy access and all-pervasive nature of social media, we are constantly creating content by expressing our like (and dislike) for everything happening to or around us.

And if that sounds too much like a Forrest Gump quote, here’s a more formal definition:

 
Content Marketing is the process of generating marketing and communication material, identifying target markets, and transmitting the material to specific audiences via paid, owned or earned media.
 
The Creative Objective is to regularly come up with material in context which the audience finds relevant enough to opt-in to receive, compelling enough to share with friends, and engaging enough to demand and come back for more – thus building a community around content.
 
The Marketing Objective is to amplify reach for all content i.e. make it go viral. Long term, create positive experiences via content association, to increase brand engagement, advocacy and loyalty.
 
Golden 2-way Principle: 
Add value to your community. Harness collective intelligence to your brand.
 

Master the Content Marketing Loop – in 7 Steps

  1. Create
    Always craft content with your audience in mind. Be consistent. Create a rhythm.
    Keep it easy-to-digest. Packaging and presentation matter. Build your creative skills.
  2. Curate
    Excite, engage, educate, entertain your audience with fresh content to avoid fatigue.
    It’s not feasible to create content all the time. Identify and Organize quality sources.
  3. Integrate
    Synergized brand content across all channels increases impact, reach and response.
    Today’s fragmented media landscape calls for integration across multiple touch-points.
  4. Socialize
    The 4 S’s of Content Distribution and Delivery: Searchable. Shareable. Social. Simple.
    Listen, Interact and Engage with your audience. Learn and Respect their preferences.
  5. Analyse
    4 M’s of Data Analytics: Measure. Monitor. Moderate. Modify. Decide your KPIs first.
    Build a feedback channel. Focus on insights. Select tech/ tools that work best for you.
  6. Optimize
    Unify links and organic keyword-based SEO with social search, content and offline SEO
    Optimize content for people, not search spiders. Think mobile-friendly games, apps…
  7. Monetize
    Define ROI metrics – eyeballs, brand engagement, retail sales, customer acquisition
    Evolve into a social business model – align content marketing with your sales funnel

 

Holistic Content Management – Working the Content Loop

Holistic Content Management is the way forward. It’d serve your business well to go about it systematically, and implement these 7 steps to manage a branded content marketing strategy. 

Working the Content Loop effectively takes multi-disciplinary skills, and calls for cross-functional teams to come together.

For best results, social collaboration is a pre-requisite. Internally at first, between marketing and tech; then across the company; and finally, externally across the business!

Point worth noting: Social change occurs gradually as it involves a cultural paradigm shift.

Three organisations achieving rock-star results via the Content Marketing Loop are IBM with their Smarter Planet initiative, Coca-Cola (Liquid and Linked Content), and TED.com (TED Talk Videos).

And where there’s content, there’s data. Given the sheer scale of content out there, it generates mind-boggling stats which make perfect fodder for number freaks and data geeks to use in their presentations – making audiences pop their eyes and drop their jaws.

Be aware! The numbers in themselves are static snapshots. The gold lies in key consumer insights, buying patterns and market findings from real-time data mining & analytics. Ladies and Gentlemen, please welcome… Big Data.

In today’s content-hungry, data-driven ecosystem, digital marketing operates on two dimensions:
• Social Collaboration: the new world of work from enterprise collaboration to social business
• Information Management: making sense of the resultant wave of big data being generated

At a time when businesses worldwide are going from social media best practice to social business transformation, content marketing is a forward step in the evolution of the enterprise of the future.

Quite fittingly, the Content Loop is now the quintessential multi-tool in every digital marketer’s kit. Because if you’re not marketing content…

我们邀请到新西兰内容营销大师 Amar Trivedi 作为客座博客嘉宾,为大家提供内容营销的最新咨询。

内容营销是社会化媒体中的重中之重,在线市场营销者竭尽全力创造高质量的内容,以求在市场竞争中占据一席之地。

绝大多数的社会化媒体营销人员都能意识到好的内容才是获得网站流量的基础,内容营销也是收入增长的根本保障。

但是,尽管大家对内容营销趋之若鹜,当我阅读所谓的内容营销的策略时,我发现这些策略毫无新意:

• 内容为王(好吧,我们都知道)
• 在这个年代,人人都是信息的生产者,用户创造内容(噢,真是如此吗?)
• 内容着重的是质量不是数量 (还有其他的吗?)

在这些老生常谈中,我有一个新的观念,那就是“市场营销不是一切,但是一切都是市场营销”

同样的,应用到内容营销中,我的观念就是“内容营销不是一切,但是,一切都是内容营销”

  • 你在Facebook上传了几张公司聚会照片,得到84条评论和103个“赞”。
  • 本届伦敦奥运会被誉为首届“首届移动社会化”奥运会。
  • 多少大型的娱乐活动,政治竞选和文化讯息在不同的平台上传播。
  • 你在网站,Facebook, 邮件,YouTube,博客和二维码见到的广告。

以上的日常生活常见的例子都运用到了内容营销。内容的概念十分广阔,简单来说,当你通过各种媒介传播自己公司的信息时,你就是在做内容营销。

生活本身就是描述故事的最好来源。我们每天都在使用社会化媒体工具描述自己的喜勿,这些内容都是好故事的基础。

如果你需要更专业的定义,那么“内容营销就是创造销售,传播知识,确定受众,与受众交换信息的营销手段”。

 

创意性主导的内容通常在一瞬吸引用户的眼球,用户乐于与朋友分享这些有趣的内容,凭借创意性主导的内容可以帮助聚集兴趣相同者,建立社群。

 
市场营销主导的内容更喜欢“夸大”内容,尤其是将内容变成“病毒式内容”进行传播。长久看来,这种积极的营销手段将增加消费者对于品牌的忠诚度,同时促进消费者与品牌的互动性。这里有两个内容营销的黄金法则:一,永远记住为社会增加价值;二,利用集体的智慧创造品牌。

7步助你掌握内容营销

  1. 创造
    时刻记住你的内容是为你的受众所创造。保持内容的一致性,创造便于消费者记忆和消化的内容。不断开拓你的创造力。
  2. 组织
    创造清晰新鲜的内容激励,交互,教育,娱乐你的受众。着重内容的质量。
  3. 整合
    协同各个社会化媒体平台的内容将为你的品牌增加影响力。现今的媒体形势就是整合多个媒体平台传播信息。
  4. 社会化
    内容发布和传递的4S理论:易搜索(Searchable)、易分享(Shareable)、社会化(Social)和简单性(Simple)。不断倾听消费者的声音,与其互动。学习并且尊重消费者的意见和建议。
  5. 分析
    数据分析4M理论:评估( Measure)、监控( Monitor)、 调节(Moderate)和修改(Modify)。首先需要明确你的关键绩效指标(KPIs)。建立反馈体制。选择合适的分析工具助你一臂之力。
  6. 优化
    根据搜索引擎优化(SEO)来确定社会化搜索的关键词。不断优化关键词和搜索引擎结果。优化用户友好的内容,同时思索着手移动手机游戏和软件。
  7. 货币化
    确定投资回报率:吸引客户,品牌互动,销售数量和消费者获悉度。

 

整体内容管理—内容营销循环(CML)

整体内容管理通过遵从上述7步方法,为你的企业系统地建立品牌内容营销战略。

有效地内容营销方法需要多学科的技巧,这就需要团队作业共同执行内容营销策略。

为了得到更好的效果,社会协作必不可少。推及至公司内部,市场部和技术部首先要结合到一起,然后整个公司部门互通,最后公司与公司间有效互通。

同时要注意的是,社会根据文化范式的嬗变而变异。

 
世界上有三家大型企业通过内容营销循环实现了成功。IBM的智慧地球计划,可口可乐的液体和链接内容,还有TED.com的视频秀。

有内容的地方就有数据。在这个内容为王的时代,随便的一点内容数据就足以成为电脑数据极客的素材,足以令消费者在看到数据后有大吃一惊的表现。

注意!分析数据的最重要一点就是收集实时数据,分析主要受众的购买习惯和消费理念。

 

在今天这个渴求内容,数据导向的市场经济圈中,数字营销将从两个维度上进行作业:
• 社会协作:工作世界的新模式将是从企业间合作走向社会化商业模式。
• 信息管理:大数据时代已经来临,你做好准备了吗?

几乎全世界范围内都兴起了一股社会化媒体热潮,这股热潮将推动着企业最终走向社会化商业模式。内容一项将是这次企业转型的重中之重。内容营销循环方法则是每一个市场营销人员应对商业转型的必备工具。

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