|By Maria Spínola||
|March 22, 2011 06:31 PM EDT||
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:
- White Papers
- Conferências, Eventos, Road Show
- Web Sites
- Portais e Micro-sites de conteúdos
- White Papers
- Revistas digitais
- Conferências e eventos virtuais
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:
- Conhecer o cliente:
- White Paper: "Content Marketing Mapping: O Que Necessita Saber Para Criar Conteúdos Que Vendem (B2B)"
- Carta Aberta de um Potencial Cliente a Todos os Comerciais de TIC
- Podemos Comunicar com um Comprador Empresarial (B2B) da Mesma Forma Que Comunicamos com um Consumidor Final (B2C)?
- O Comprador Empresarial (B2B) Compra Tendo em Consideração os Benefícios para a sua Empresa, e Também os seus Próprios Interesses
- White Paper: "Content Marketing Mapping: O Que Necessita Saber Para Criar Conteúdos Que Vendem (B2B)"
- Metodologia Que Utilizo Para Escrever White Papers
- Metodologia para Escrever Case Studies
- White Paper: "Como Produzir um Case Study – Guia Prático e Essencial"
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).
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