Cos’è il Content Marketing e perché è importante per le aziende

on marzo 18 | in Social Media Marketing | by | with 6 Comments

Viene definito in modi diversi e spesso questo tipo di attività viene confusa o scambiata con altre che invece ne sono conseguenza o presupposto. Tuttavia non si può negare che col tempo stia diventando la parte più importante, se non fondamentale, di molte strategie di web marketing, soprattutto in ottica B2B. Di cosa sto parlando? Del CONTENT MARKETING.

 

Che cos’è il Content Marketing?

 

Il CONTENT MARKETING è quella strategia che prevede la creazione e la condivisione di contenuti rilevanti e di qualità al fine di attrarre, coinvolgere, acquisire e fidelizzare la propria target audience, attuale e potenziale.

L’idea alla base del content marketing è tanto semplice quanto efficace: trasmettere informazioni di alta qualità, pertinenti e di valore per clienti e prospect. Fare in modo che questi associno il tuo brand o il tuo prodotto come risposta ad una loro effettiva esigenza, memori di un’esperienza positiva offerta in maniera “disinteressata” dal brand stesso.

 

Invece di avvicinare i clienti con presentazioni commerciali si forniscono informazioni che accrescono la consapevolezza del cliente. Fornendo dati rilevanti e coerenti con e per il target, l’obiettivo è quello di creare nell’interlocutore un ricordo di un’esperienza di brand positiva ancor prima che il brand entri effettivamente e “commercialmente” in contatto con esso.

 

Esistono varie tipologie di contenuti da utilizzare in strategie di content marketing, come blog a tema, case studies, reports, video, webcast, webinar, whitepapers, e molto altro…

 

Ovviamente per una buona strategia di content marketing è fondamentale creare un’adeguata strategia social media con una presenza e un’attenzione costante allo scenario di riferimento. L’idea di condivisione di contenuti come mezzo di persuasione decisionale si sta facendo sempre più piede in moltissime aziende, a discapito dell’online advertising.

 

Prima di lasciarvi con un’interessantissima infografica a tema, offerta da BlueGlass Interactive e scovata su un ottimo articolo degli amici di Web in Fermento, vi consiglio delle ottime risorse con cui approfondire questa argomento e da cui trarre spunti per questa importantissima attività.

 

Il content marketing è efficienza ed efficacia, e non si tratta del futuro, ma del presente.

Buon content a tutti.

 

Riccardo Scarascia

Digital Marketer
Una laurea in Economia ed un master in Marketing e Comunicazione, innamorato di Internet e delle nuove forme di comunicazione, lavora come Digital Marketer e scrive di Social Media e Social Media Marketing sul suo blog nOwmedia.it.

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