content marketing lovers
DESCRIPTION
Il content marketing è uno strumento molto potente che può aiutare i brand ad entrare in contatto con una audience specifica. In questa presentazione dopo una breve introduzione sul processo e sugli obiettivi di una attività di content marketing vengono illustrati alcuni elementi di un caso di successo.TRANSCRIPT
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CONTENT MARKETING
LOVERS Convegno GT 2013, Milano
Alessandro Martin Head OF SEO REPRISE MEDIA
linkedin.com/in/alemartiN @esaurito
Photo: Kintarojoe
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CONTENT MARKETING
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CREARE E DISTRIBUIRE CONTENUTI DI VALORE
Per ACQUISIRE
Una audience ben definita Con l’obiettivo di guidarla verso
un obiettivo di conversione
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Interessi Passioni Bisogni Problemi
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Bisogni soddisfatti dal tuo prodotto Interessi delle tua audience Content marketing
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IL PROCESSO DI CONTENT MARKETING
Definire gli obiettivi
Definire audience e
bisogni informativi
Progettare i contenuti
Produzione Promozione Misurazione
SEO
Web Analytics
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Ca
Case history
brand audience
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OBIETTIVI
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Profitability: grow our leadership as the Italian lifestyle premium icons in mineral waters
Brand awareness & influencers engagement in «food lovers» audience
Increase content consumption
Page per visit
Traffic Sources
AvG. visits duration
Traffic Sources
Increase content exposure
Pageviews
Branded content
#Visits
Traffic Sources New/vs/
Returning
10
Obiettivi di business
Obiettivi del sito
goal
kpi
segmenti
Modello di misurazione
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Bisogni informativi
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KEYWORD RESEARCH
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TOPIC RESEARCH Audience Topic Keywords
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Progettare I contenuti
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Architettura informativa
topic
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Testo descrittivo statico
più valore alle pagine di aggregazione
Articoli aggregati
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produzione di Contenti
* Da Mar 2011 a Dic 2013
117 video
900 ricette
5.985 articoli
9.450 immagini
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Content marketing anche offline…
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Il giusto Mix editoriale
Contenuti di consultazione
CONTENUTI ESCLUSIVI
CURATED CONTENT
+traffico
+traffico
+LINK
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~50 referring domains
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misurazione
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Google analytics: Page scroll tracking
http://robflaherty.github.io/jquery-scrolldepth/
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Traffico organico
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TODO AUThORSHIP
TRASCRIZIONI dei VIDEO USER RATING
Migliorare la gestione degli archivi Migliorare il menu di navigazione
…
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Tech SEO
KW research
Link building
SEO copywriting
SEO WEB
ANALYTICS SOCIAL
PROJECT MANAGEMENT
CONTENT MARKETING
CRO SEA
T-SHAPED SKILLS
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GRAZIE! Alessandro Martin
Head OF SEO - REPRISE MEDIA linkedin.com/in/alemartiN
@esaurito
Photo: Kintarojoe