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O Que É Content Marketing? E O Que NÃO É Content Marketing?

Embora já tenha escrito um White Paper sobre B2B Content Marketing Mapping , verifico que ainda existe alguma confusão sobre o que é Content Marketing, e sobre o que NÃO é Content Marketing.

Logo, o objectivo deste artigo é clarificar essa tal "confusão".

Quando explicamos o que é Content Marketing, as pessoas entendem sobre o que estamos a falar, assim como conseguem compreender o seu valor.

Na verdade, as ideias que estão na base do Content Marketing não são novidade!

No entanto o seu valor é mais importante do que nunca. Porquê?

Porque actualmente, os potenciais clientes, quer sejam B2C ou B2B, devido às tecnologias disponíveis (em especial à Internet e às redes sociais) têm à sua disposição todas as ferramentas necessárias para pesquisar o mercado, fornecedores, produtos e serviços antes de sequer pensarem e aceitarem serem contactados por um comercial.

Ou seja, os potenciais clientes actuais querem educar-se e ter o controlo do processo de compras.

Mas tudo isso não é novidade! O que as empresas necessitam de fazer é mudar as suas metodologias de Marketing e de vendas. Necessitam de criar conteúdos que educam os seus potenciais clientes, e simultaneamente constroem a confiança desses potenciais clientes.

Que conteúdos são esses?

Estes são alguns exemplos de tipos de conteúdos que podem ser criados:
  • Off-line:
    • Revistas
    • Newsletters
    • White Papers
    • Conferências, Eventos, Road Show
  • Online:
    • Web Sites
    • Portais e Micro-sites de conteúdos
    • E-Books
    • Webcasts
    • White Papers
    • Revistas digitais
    • E-newsletters
    • Blogs
    • Conferências e eventos virtuais
    • Podcasts

Esses conteúdos devem educar os potenciais cliente e demonstrar que a sua empresa é especialista nas necessidades do cliente. Também devem responder às possíveis objecções do cliente - isto é crucial para o sucesso da venda.

E tal como disse antes, Content Marketing não é novidade, pois os marketers mais "astutos" já produziam algum tipo de Contemt Marketing.


Content Marketing NÃO é o uso dos exemplos de tipos de conteúdos possíveis(acima apresentados) para:

  • Apresentar brochuras "disfarçadas" (quer seja através de newslettes, de White Papers, de Case Studies, etc.)

  • Fazer a apresentação de produtos e serviços (essa fase irá acontecer, mais tarde ou mais cedo, no ciclo de compras do cliente, mas não deve acontecer sem que antes o cliente "levante a mão" e confie que a sua empresa é capaz de resolver as suas necessidades)

  • Qualquer outro tipo de conteúdo centrado na empresa e não no cliente, tal como o exemplo que está em "O Seu Website Empresarial Passaria nos Testes de WIIFM e 'SO WHAT?", ou então neste vídeo:

Mas então, se a sua empresa criar o Content Marketing "certo", isso automaticamente irá reflectir-se nas vendas?


SIM, mas não de modo directo.
Content Marketing ajuda o cliente a educar-se em relação às possíveis soluções (e aqui não estou a falar em apresentar produtos ou serviços específicos), e a ganhar confiança no fornecedor.

NÂO, porque em B2B é irreal pensar que a compra será efectuada sem o contacto do potencial cliente com um comercial (ou gestor de conta).

Mas, mais importante do que isso, é que para o Content Marketing para ser eficaz (ou seja, resultar em compra), é necessário que estes 3 pontos estejam presentes:

  1. Conhecer o cliente:

  2. Mapear os conteúdos a cada uma das 7 fases do processo de compra (Content Marketing Mapping):

  3. Saber criar conteúdos (Copywriting):

Muito Obrigada,
Maria Spínola
B2B TIC Content Marketing Mapping & Copywriting

P.S.: Continuarei a desenvolver detalhadamente cada um desses 3 pontos e a adicionar os links correspondentes (à lista que encontra acima).

Read the original blog entry...

More Stories By Maria Spínola

Maria Spínola is a Researcher, White Paper Author and Copywriter, and Cloud Computing Evangelist and Advisor with more than 15 years experience in enterprise information technologies.

She holds a Software Engineering degree and a "Marketing and Innovation in Retail and Distribution" pos-graduation.

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