محتوا همه چیز است

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چند هفته پیش پستی در لینکداین دیدم که پرسیده بود «محتوا چیست؟»

از صدها نظر خوبی که از طرف جامعه بازاریابی زیر این پست گذاشته شده بود، هیچ دو نظری به هم شبیه نبودند. هرکس نظر متفاوتی درباره محتوا داشت.

این جاست که اساسی ترین چالش محتوا مشخص می شود. بسیاری از بازاریاب ها هنوز دقیق نمی دانند محتوا چیست، چه فایده ای دارد و چرا مهم است.

امروزه صنعت با قدرت محتوا رشد می کند. (هرچند وقتی کسی می گوید محتوا پادشاه است، می خواهم سرم را به دیوار بکوبم!) برندهای زیادی در سراسر جهان هستند که هزینه های هنگفتی برای تولید و توزیع محتوا می پردازند.

اما دنیای بازاریابی دنیای عجیبی است. قبایل مختلفی در این سرزمین دایم در حال جنگ هستند. مالکیت محتوا غنیمتی است که همه به دنبال شکار آن هستند.

بازاریابی محتوا چیست؟

امروزه آژانس های رسانه ای، آژانس های خلاق، آژانس های بازاریابی اجرایی، آژانس های PR،  آژانس های دیجیتالی و آژانس های تخصصی محتوا همگی متخصص محتوا هستند. اما واضح است که هرکدام از یک زاویه به موضوع نگاه می کنند.

آژانس های تبلیغاتی محتوا را زیبا، خلاقانه و خوش نما می دانند. آژانس های PR فکر می کنند محتوا باید یک شاهکار به هم ریخته باشد. آژانس های رسانه ای محتوای موثری تولید می کنند که به طور طبیعی مشارکت کاربران را برانگیزد.

این رویکرد قبیله ای به محتوا باعث پریشانی و ناکارآمدی می شود. هر تیم و آژانس نظر و استراتژی محتوایی خاص خود دارد. این تیم ها معمولا بر سر جلب توجه مشتری یکسانی، در یک زمان و از طریق یک کانال با هم در رقابت هستند.

بدترین بخش ماجرا این است که آشفتگی تعریف محتوا باعث می شود اکوسیستم برندها شلخته و از هم گسیخته باشد. آن هم در زمانی که مشتری نسبت به دیگر مواقع بیشتر توقع کانالی منسجم دارد.

راهی برای کنترل قدرت محتوا در همه شکل هایش و ایجاد مسیری برای درک کارکرد محتوا در کسب و کار نکته ای است که مغفول مانده است. به عنوان یک صنعت به مدل دقیقی نیازی داریم که نشان بدهد برای رسیدن به خواسته هایمان چگونه باید از محتوا کمک بگیریم.

به چارچوبی نیاز داریم که به برندها تعمل صحیح با افراد را آموزش دهد.

محتوای کامل استراتژی محتوای ویژه ای برای یک برند می سازد. تمرکز  این شیوه ارایه محتوای دقیق به مشتری های واقعی در زمان نیازشان است. به بیان ساده تر، محتوای کامل به دنبال ارایه محتوای درست، به شخص درست، در زمان و مکان درست است.

محتوا همه چیز است. محتوا از نظر لغوی به معنای حاوی چیزی بودن است. در نتیجه بازاریابی محتوا شامل همه چیزهایی است که برند شما برای بازاریابی محصولات و خدماتش نیاز دارد.

محتوای کامل به شما کمک می کند دقیقا چیزی شوید که باید باشید.

اگر هنوز نمی دانید چگونه محتوای کامل تولید کنید، نگران نباشید. ناربو یک بستر تخصصی تولید محتوا است که می تواند به بهترین دیده شدن برند شما و جذب مشتری های بیشتر کمک کنید.

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مریم کریمی

درباره نویسنده

کارشناس ارشد زبان و ادبیات فارسی هستم. دوره کارشناسی را در دانشگاه اصفهان و کارشناسی ارشد را در دانشگاه الزهرا گذراندم. زبان، ادبیات، فرهنگ و هنر کشورهای مختلف برایم جذابند.

 زبان انگلیسی را در موسسه گویش آموختم و هم اکنون درحال یادگیری زبان عربی در کانون زبان ایران هستم.

شبکه های اجتماعی ناربو

 
کتابچه

لطفا برای دریافت رایگان کتابچه بازاریابی محتوا اطلاعات خود را وارد کنید.

ثبت نام طرح رایگان
همراه عزیز ناربو،

خوشحالیم که مایل هستید جز اولین کاربران سرویس جدید ناربو باشید. امیدواریم این سرویس بتواند مدیریت پروژه‌های ترجمه شما را ساده کند و کیفیت‌ ترجمه‌های شما ارتقا پیدا کند.

لطفا فرم زیر را تکمیل کنید تا برای ارائه اطلاعات تکمیلی با شما تماس بگیریم. همچنین در زمان رونمایی از این سرویس شما اولین نفری خواهید بود که از آن مطلع می‌شوید و تا 2 ماه امکان استفاده از سرویس با 50% تخفیف برای شما امکان پذیر خواهد بود

ثبت نام طرح فردی
همراه عزیز ناربو،

خوشحالیم که مایل هستید جز اولین کاربران سرویس جدید ناربو باشید. امیدواریم این سرویس بتواند مدیریت پروژه‌های ترجمه شما را ساده کند و کیفیت‌ ترجمه‌های شما ارتقا پیدا کند.

لطفا فرم زیر را تکمیل کنید تا برای ارائه اطلاعات تکمیلی با شما تماس بگیریم. همچنین در زمان رونمایی از این سرویس شما اولین نفری خواهید بود که از آن مطلع می‌شوید و تا 2 ماه امکان استفاده از سرویس با 50% تخفیف برای شما امکان پذیر خواهد بود

ثبت نام طرح گروهی
همراه عزیز ناربو،

خوشحالیم که مایل هستید جز اولین کاربران سرویس جدید ناربو باشید. امیدواریم این سرویس بتواند مدیریت پروژه‌های ترجمه شما را ساده کند و کیفیت‌ ترجمه‌های شما ارتقا پیدا کند.

لطفا فرم زیر را تکمیل کنید تا برای ارائه اطلاعات تکمیلی با شما تماس بگیریم. همچنین در زمان رونمایی از این سرویس شما اولین نفری خواهید بود که از آن مطلع می‌شوید و تا 2 ماه امکان استفاده از سرویس با 50% تخفیف برای شما امکان پذیر خواهد بود