Inside Marketing Rivista - Italia The Ultimate Content Marketing Plan Outline Content, marketing, SEO — it’s all the same to me. And that’s exactly how you should approach your content marketing strategy. Every good project start has a great exploration phase before the strategy can be put together. The questions you ask upfront, the research you put in, the benchmarks you set and the expectations you define are all part of a great content marketing plan. So today, I’m going to share with you a guide for the content marketing plan outline — a great start to creating a thorough content marketing strategy. This is not an exhaustive list by any means, but a fantastic start to touching every part of a business so you have the data you need. Whether you’re in-house, at an agency or a consultant, and whether you’re brainstorming with your team or discussing these questions with the expert, the research process is key. Benchmark Where the Business Is Today Get an understanding of how the business is performing online today to get a baseline. Understand the Competitors
The Ultimate Guide to Content Planning A transition is in effect. The web is maturing and like any form of media that has gone before it that can mean only one thing: That content is now at the epicentre of audience creation once again. The introduction of Penguin, as we know, is forcing every online business to re-examine how it ‘does’ online marketing and begin looking for ways to grow reputation, reach and visibility via content rather than the link building practices of old. As Google turns up the algo to promote great content and social gives us all access to the social graph and the network effect it offers there has never been a better time to get your content game in shape and pull together a killer strategy for your brand. I recently wrote a piece for another digital marketing site that goes into a little more detail around why content is coming to the fore and so for extra context it is certainly worth a read. How to Plan Stage one of any great content strategy is the plan. Understand your Brand Understand your Audience
Principe de Peter: la promotion attire l'incompétence Le principe de Peter fait le postulat suivant : le fait qu’un travailleur mérite une promotion ne signifie pas pour autant qu’il soit préparé à la recevoir ou que la promotion soit l’option la plus bénéfique pour l’individu ou l’entreprise. Selon cette théorie, de nombreuses promotions sont en réalité synonyme de retour en arrière. Parfois, le travailleur ne dispose pas des ressources nécessaires pour surmonter les défis avec succès. Il associe également souvent la gestion du challenge à de hauts niveaux d’angoisse. Ce principe a été énoncé il y a déjà plus de 60 ans et il est encore d’actualité. Eux-mêmes ne pouvaient certainement pas deviner l’impact qu’allait avoir leur travail. Le message que les docteurs Peter et Hull ont souhaité transmettre était plus sérieux que le ton qu’ils ont employé pour le diffuser. « Avec le temps, chaque poste est généralement occupé par un employé incompétent dans ses fonctions. En quoi consiste le principe de Peter ? Mieux attribuer les promotions.
The Guide to Developing a Content Strategy for "Boring" Industries The author's posts are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz. There have been multiple articles that have discussed the value and opportunities that content marketing brings to SEO - from organically building external links and ranking for more long tail keywords, to establishing a community and building brand awareness. As the SEO industry slowly moves away from manual linkbuilding and adapts a more long-term and forward-thinking approach (whether it be forced as a result of recent aggressive Google algorithm updates or because as an industry, we're starting to seek a sustainable methodology to establish authority), the challenge is in figuring out how to set up a proper framework that would help our community develop a content strategy for all websites. Image courtesy of SEOmoz Image courtesy of Distilled Step 1: Asking the Right Questions (Learning About the Industry) How do tire shoppers use the Internet?
Loi de Parkinson: Plus on a le temps, plus on en prend Lorsque l’on se penche de plus près sur le monde du travail, on remarque que différentes lois peuvent s’appliquer, en particulier lorsque l’on parle d’organisation et de gestion du temps. Parmi elles, on retrouve la loi de Parkinson qui se caractérise parfaitement par le phrase « Plus on a le temps pour réaliser une tâche, plus cette tâche prend du temps ». Afin de vous aider à comprendre ce phénomène, nous vous proposons d’en apprendre un peu plus à ce sujet. La loi de Parkinson, qu’est-ce que c’est ? Ce concept est particulièrement connu dans le monde de l’entreprise et vient poser quelques questions sur les principes de base de l’efficacité. Concrètement, cela se traduit par le fait suivant : si vous avez prévu une heure pour réaliser une tâche, cette dernière vous en prendra une ; si vous avez prévu deux heures pour la réaliser, elle vous en prendra deux. Comment faire pour pallier efficacement à ce problème ? A lire également : La gestion du stress de l'Office Manager
An Eight-Step Plan to Get PR-Driven Links In a past life I worked exclusively in traditional print and broadcast PR, where digital coverage was viewed as a bonus. But since landing a job as a PR consultant at Distilled, all of that has changed. My goals have shifted. Previously my goals were things like brand awareness and changing audience perceptions—and these were driven by press coverage. But, while these goals still come in to play, I have a new goal too—to build links. So, eight months down the line, I feel it's time to share what I've learned. An eight-step plan There are a few tried and tested methods for PR driven link-building, like guest posting and pitching for by-lined articles, but these can be slow-burning processes. What I'm going to talk you through is a process which, if invested in and executed well, is much more likely to result in multiple links from high quality, authoritative news sites. There's no quick fix. For any marketing campaign you should be looking to use multiple channels. Step one: Find the story 1.
Qu’est-ce que le Bore-Out ? Traiter de l’ennui au travail peut paraître absurde au vu de la conjoncture actuelle et du nombre de personnes souffrant d’épuisement professionnel. Or, ce syndrome tout aussi grave toucherait 10% des salariés en Suisse. Le syndrome du bore-out a été décrit pour la première fois en 2007 par deux auteurs suisses, Peter Werder et Philippe Rothlin, dans leur étude « Diagnose Bore-out ». Il désigne un épuisement professionnel induit non pas par le stress, mais par l’absence de tâches signifiantes et caractérisé par l’ennui, l’absence de défis et le désintérêt. Il leur manque simplement l’environnement de travail adéquat pour y parvenir, que ce soit en raison d’un choix professionnel inadapté ou des conditions de travail inappropriées (par exemple, un supérieur hiérarchique qui ne confie que des tâches ennuyeuses). Que faire en tant qu’employeur pour prévenir le bore-out ? En tant qu’employeur, vous pouvez agir à différents niveaux pour prévenir le bore-out dans votre entreprise :
The Ultimate Social Media Profile Chart, Social Network Profiles in Share Email Share 241 Email Share Below is a list of some of the most popular social media sites, all arranged by category (i.e., bookmarking, blogging, news, etc.). Besides the obvious factor that these sites allow you to get involved in their communities, they also allow you to create a unique profile which includes your own custom URL, a link (or sometimes links) back to your site and information about you and/or your company. While engaging the features and communities of social media site can be very beneficial to your business, social media profiles additionally help you to accomplish two things: build inbound links to your site and help manage online reputation. – Logo and link to site’s home page – Refers to title that will appear on your profile page. – Simply an area in the profile where you can add a brief description about yourself, your company or even the services you offer. – Are links followed or nofollowed? – Brief description of what social media site offers. Custom Yes No
11 Skills That Will Make You Successful In A Content Marketing Career “What are you ever going to do with that?” That’s the usual response I’d get when people would ask what my college degree was in (it was art and art history). There would be a prolonged moment of silence and then that question. I don’t know if that prolonged moment of silence was in honor of the memory of what they thought was now-gone employability. I can promise you that as I got older and there was more distance from my college graduation, I fretted less. Because in the ensuing years, I learned that the answer to that question was: quite a lot. Sometimes a skill is not just a skill. Want to use Click to Tweet on your blog? Free Download! Get Your Free Content Marketing Career Poster Now! Your Content Marketing Skills Add Up To A Lot Getting your art degree, it turns out, doesn’t only make you a prime candidate for being a professional artist, but it also spawns the ability to defend your work in front of a room of critics. 1. This skill is huge. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.
The Complete Beginner's Guide to Creating Marketing Personas Over my career I have been fortunate to work for a number of different organizations, all of which have been in completely different stages of their marketing maturity. Regardless of what stage they are in, one of my first priorities is creating in-depth marketing personas. Marketing personas are like the foundation for building your marketing house. Without personas, how do you know which message will appeal to your target market’s needs? Or where to reach your audience to build awareness and drive them to your website? Or what to write about in your content marketing efforts? Or how to talk to your audience on social media? The problem is, most of the literature on marketing personas takes you down the path toward: “John has a wife, 3 kids and a dog’ … which has never proved all that helpful for me. That’s why I wanted to write this article to share my experiences and learnings from creating marketing personas at several companies over the years. What are marketing personas? 1. 2. 3.
3 bias cognitivi usati dagli esperti per creare contenuti persuasivi Creare dei contenuti persuasivi non è semplice come si crede. Oltre ad adottare delle astuzie tecniche, bisogna conoscere alcune nozioni basilari di psicologia. In caso contrario, il destinatario dei tuoi messaggi non si comporterà come ti aspetti. E il 90% del tuo lavoro sarà stato inutile. Ti sei mai chiesto perché alcuni messaggi pubblicitari e promozionali hanno presa su di te, mentre altri ti passano davanti agli occhi e quasi non li noti? inserisci i tuoi contatti in un form ti iscrivi a una newsletteracquisti in un e-commercerichiedi un preventivo o una consulenzachiami a un numero verdescegli sullo scaffale un prodotto invece di un altropreferisci un Brand a un suo concorrentelasci un commento su un social, sappi che hai deciso di farlo e che la tua decisione non avviene per caso. Devi elaborare una strategia comunicativa? Stimolando le risposte del target attraverso l’uso di input e segnali. Bias cognitivi ed euristiche: gli inganni della mente Perché li usiamo? Quando li usiamo?
Qualcosa sta cambiando: Marketing Tradizionale vs. Content Marketing | SMM Italia | simone serni Aziende di tutto il mondo e persone a contatto con la vendita stanno accorgendosi che qualcosa sta cambiando. Il Marketing tradizionale non sta più funzionando come prima. Non per questo dobbiamo pensare che il Marketing stia morendo, si sta solo trasformando. Come ci ha insegnato Darwin: non vince il più forte ma chi riesce ad adattarsi al cambiamento. Il Marketing del futuro? Il Marketing tradizionale parla alle persone. Vuoi essere un vincitore? Creare Contents non significa pubblicare semplici foto, immagini, infografiche, video, post e tweet, ma contenuti scelti con strategia e realizzati appositamente per il proprio pubblico di riferimento. Seconda verità: il Content Marketing è un micro-sistema formato da gran parte delle nuove metodologie del marketing moderno. Le moderne metodologie sono: - Digital Marketing (contenuti digitali) - Social Marketing (attività strategiche sui Social Media) - Article Marketing (Articoli mirati di approfondimento, post, ecc.) 2.
Zero Moment of Truth e content marketing: soddisfa la domanda giusta Nel marketing ci sono dei passaggi codificati che descrivono l’interazione dell’utente con il prodotto o il servizio. Uno dei più famosi oggi è sicuramente il Zero Moment of Truth, un’idea partorita da Google che descrive alla perfezione la situazione che viviamo ogni giorno durante i normali processi d’acquisto. Ma andiamo per ordine. Secondo Wikipedia, i momenti della verità si riscontrano: “When a customer/user interacts with a brand, product or service to form or change an impression about that particular brand, product or service”. Storicamente si parla di tre momenti essenziali nel marketing: Primo momento della verità: quando un cliente si confronta con il prodotto nella vita reale.Secondo momento della verità: quando un cliente acquista un prodotto e sperimenta la sua qualità.Terzo momento della verità: il consumatore diventa un ambassador e rende nota la sua opinione. Tutto questo fa parte della storia. Definizione del Zero Moment of Truth Pensa al video storytelling. 1. 2.