Welcome!

Blog Feed Post

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.


O QUE NÃO É CONTENT 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 e NÃO.

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
http://www.mariaspinola.com/

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.

Latest Stories
Providing the needed data for application development and testing is a huge headache for most organizations. The problems are often the same across companies - speed, quality, cost, and control. Provisioning data can take days or weeks, every time a refresh is required. Using dummy data leads to quality problems. Creating physical copies of large data sets and sending them to distributed teams of developers eats up expensive storage and bandwidth resources. And, all of these copies proliferating...
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm. In his Day 3 Keynote at 20th Cloud Expo, Chris Brown, a Solutions Marketing Manager at Nutanix, will explore t...
DevOps has often been described in terms of CAMS: Culture, Automation, Measuring, Sharing. While we’ve seen a lot of focus on the “A” and even on the “M”, there are very few examples of why the “C" is equally important in the DevOps equation. In her session at @DevOps Summit, Lori MacVittie, of F5 Networks, explored HTTP/1 and HTTP/2 along with Microservices to illustrate why a collaborative culture between Dev, Ops, and the Network is critical to ensuring success.
Interoute has announced the integration of its Global Cloud Infrastructure platform with Rancher Labs’ container management platform, Rancher. This approach enables enterprises to accelerate their digital transformation and infrastructure investments. Matthew Finnie, Interoute CTO commented “Enterprises developing and building apps in the cloud and those on a path to Digital Transformation need Digital ICT Infrastructure that allows them to build, test and deploy faster than ever before. The int...
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
SYS-CON Events announced today that Conference Guru has been named “Media Sponsor” of SYS-CON's 20th International Cloud Expo, which will take place on June 6–8, 2017, at the Javits Center in New York City, NY. A valuable conference experience generates new contacts, sales leads, potential strategic partners and potential investors; helps gather competitive intelligence and even provides inspiration for new products and services. Conference Guru works with conference organizers to pass great dea...
SYS-CON Events announced today that Technologic Systems Inc., an embedded systems solutions company, will exhibit at SYS-CON's @ThingsExpo, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Technologic Systems is an embedded systems company with headquarters in Fountain Hills, Arizona. They have been in business for 32 years, helping more than 8,000 OEM customers and building over a hundred COTS products that have never been discontinued. Technologic Systems’ pr...
SYS-CON Events announced today that CA Technologies has been named “Platinum Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business – from apparel to energy – is being rewritten by software. From ...
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend @CloudExpo | @ThingsExpo, June 6-8, 2017, at the Javits Center in New York City, NY and October 31 - November 2, 2017, Santa Clara Convention Center, CA. Learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
SYS-CON Events announced today that Telecom Reseller has been named “Media Sponsor” of SYS-CON's 20th International Cloud Expo, which will take place on June 6–8, 2017, at the Javits Center in New York City, NY. Telecom Reseller reports on Unified Communications, UCaaS, BPaaS for enterprise and SMBs. They report extensively on both customer premises based solutions such as IP-PBX as well as cloud based and hosted platforms.
Deep learning has been very successful in social sciences and specially areas where there is a lot of data. Trading is another field that can be viewed as social science with a lot of data. With the advent of Deep Learning and Big Data technologies for efficient computation, we are finally able to use the same methods in investment management as we would in face recognition or in making chat-bots. In his session at 20th Cloud Expo, Gaurav Chakravorty, co-founder and Head of Strategy Development ...
What if you could build a web application that could support true web-scale traffic without having to ever provision or manage a single server? Sounds magical, and it is! In his session at 20th Cloud Expo, Chris Munns, Senior Developer Advocate for Serverless Applications at Amazon Web Services, will show how to build a serverless website that scales automatically using services like AWS Lambda, Amazon API Gateway, and Amazon S3. We will review several frameworks that can help you build serverle...
SYS-CON Events announced today that Loom Systems will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Founded in 2015, Loom Systems delivers an advanced AI solution to predict and prevent problems in the digital business. Loom stands alone in the industry as an AI analysis platform requiring no prior math knowledge from operators, leveraging the existing staff to succeed in the digital era. With offices in S...
SYS-CON Events announced today that Interoute, owner-operator of one of Europe's largest networks and a global cloud services platform, has been named “Bronze Sponsor” of SYS-CON's 20th Cloud Expo, which will take place on June 6-8, 2017 at the Javits Center in New York, New York. Interoute is the owner-operator of one of Europe's largest networks and a global cloud services platform which encompasses 12 data centers, 14 virtual data centers and 31 colocation centers, with connections to 195 add...
SYS-CON Events announced today that T-Mobile will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. As America's Un-carrier, T-Mobile US, Inc., is redefining the way consumers and businesses buy wireless services through leading product and service innovation. The Company's advanced nationwide 4G LTE network delivers outstanding wireless experiences to 67.4 million customers who are unwilling to compromise on ...