می خواهید به کجا برسید؟

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برای تولید یا سفارش محتوا، باید بدانید می خواهید به کجا برسید. هدف شما چیست؟ می خواهید محتوا برایتان چه کار کند؟

نقطه اساسی برای آغاز هر استراتژی محتوایی، هدف شما است. می خواهید چه چیزی کسب کنید؟ پاسخ به این سوال می تواند هر چیزی باشد. هر چیزی از بالاترین مرحله بازاریابی (مانند فروش یک میلیاردی در مدت دو سال) تا اهداف دقیق (افزایش 30 درصدی ترافیک از سوی موتورهای جستجوی غیرمعروف در مدت یک سال). مهم نیست هدف شما کدام باشد. مهم این است که به طور شفاف بدانید می خواهید به کجا برسید. باید یک هدف معقول و واقع بینانه براساس بودجه و منابع تعیین کنید.

اهداف به سه دسته تقسیم می شوند:

  • خرید: محتوایی که به طور مستقیم یا غیرمستقیم باعث خرید می شود یا مشتری های بالقوه را به سمت وب سایت هدایت می کند.
  • اجرا: محتوایی که به عملکرد کانال تعامل مشتری رونق می بخشد. مثلا سئو یا نرخ تبدیل را ارتفا می دهد.
  • نمایش: محتوایی که در بازار سر و صدا می کند و آگاهی ایجاد می کند. چنین محتوایی می تواند باعث ایجاد ارتباط های موثر بشود.

در بیشتر مواقع هدف از تولید محتوا، ترکیبی از هر سه هدفی است که گفته شد. مشکلی هم ندارد. محتوای کامل آن قدر انعطاف پذیر هست که بتواند به نیازهای هر سه حوزه پاسخ بدهد. محتوای کامل چارچوب استراتژیکی ارایه می دهد که تکرارهای بی فایده و ناکارآمدی های سه هدف اولیه حذف شوند.
بسیاری از بازاریاب ها می دانند برای موفقیت برند باید چه بکنند. آن ها از شیوه های ایجاد آگاهی درباره برند، افزایش مشتری و به دست آوردن ارزش بیشتر از طریق بودجه موجود آگاه هستند. هیچ دو برندی به ترکیبی یکسان از هدف ها نیاز ندارند. یک کسب و کار فروش اینترنتی که به تازگی کار خود را آغاز کرده است، نسبت به یک شرکت خدماتی حرفه ای جهانی شرایط متفاوتی دارد. هر دوی این کسب و کارها باید از محتواهای متفاوت و به شکل های متفاوت کمک بگیرند.

تیم تخصصی ناربو همراه شما است تا بهترین محتوا را تولید کنید و وب سایت خود را ارتقا بدهید. همین الان سفارش محتوای خود را آغاز کنید تا پیشرفت وب سایت خود را مشاهده کنید.

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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.

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