Have you ever imagined yourself in a world where we couldn't choose the content we absorb? Have you thought about watching the ads until the end, or waiting for what really matters to come back to the screen? Vitor Peçanha's book "Obrigado Pelo Marketing" tries to answer the questions.
People born before 1995 went through this; And who was born later doesn't see himself in this world, does he? Freedom of choice and content options only increased with the arrival of the internet.
Smart are those who, like you, are interested in investing in content marketing, the new and effective aspect of marketing.
Released in 2017 by Benvirá publisher, "Obrigado Pelo Marketing" ( "Thanks for Marketing" in a free translation), is a guide to immersing you in content marketing.
In a didactic and simple way, the author goes through the 238 pages, tools and metrics that can make life easier for those who want to know everything about how to use knowledge on the Internet.
From Minas Gerais, Vitor Peçanha, is the co-founder of Rock Content, a content marketing company created from the hobby of its founders: reading blog articles.
Vitor dropped out of economics school in Italy and dedicated himself to advertising school at UFMG (Federal University of Minas Gerais) in his hometown of Belo Horizonte.
National reference in content marketing, the author also conducts lectures and consulting.
If you want to be grateful for the content marketing you do, "Obrigado Pelo Marketing" is a must read.
In addition, it is also suitable for those who want to get rid of the old roots of marketing and enter the new age with the best possible strategy.
Are you ready for this journey? Let's go!
Do you have no time to read now? Then download the free PDF and read wherever and whenever you want:
The author begins by showing how to produce a good strategy. But at the same time, it says that only practice makes perfect. So roll up your sleeves and produce content right now.
To compose a strategy, we need to ask three fundamental questions:
The first step in defining strategy is to know why you chose content marketing over other forms of marketing, for example advertising.
Content marketing will attract more people, and, unlike advertising, will generate greater audience interaction with the brand and hence its products.
One goal, which particularly pleases the author, is to educate the market. It basically consists of showing the problem that the public has and its solution. It is widely seen in companies that have complex products such as technology.
Generating authority is a goal that is not much chosen, but it happens. Being authoritative on the subject means being referral, making people prefer your product.
In addition, reducing costs and increasing customer retention are also widely used goals and great ideas for you.
Once you've set the goal of your content marketing, you need to think about whom it will be done for. It's important to think that the more targeted your niche is, the smaller your reach, but the more engagement you have.
This customer relationship must be long term, so content generation must be continuous, avoiding the famous "marketing campaigns".
The author does not detract from the effectiveness of a timely campaign, but says that it is no use if there is no constant conversation with the customer.
A persona is a fictional character that must be made based on the interests of the customer you wish to feed. It should be remembered that the number of products in a portfolio does not equal the number of personas that will be developed.
Despite being fictitious, personas are made based on data, and collecting them is one of the most important phases.
Data acquisition can be done through surveys and questionnaires, using Google Analytics, Facebook, LinkedIn, and many others that describe a group of customers.
Knowing your goal with content marketing, and what personas will be reached by it, you just need to bridge the "How".
To begin with, Vitor asks us if we will promote children's clothing using the Instagram feed or LinkedIn articles. Clearly, the persona and the goal dictate some rules for channel choice, right?
All content is distributed in one format and one channel. Formats can be text, images, videos, audios and various other ways to communicate with the customer, such as spreadsheets and games.
The channels that will carry this content in a decided format are no less important, because your audience goes to specific social networks, watches online videos, or interacts with your brand in a variety of ways.
Own media: These are their own means of communicating with customers. It is the space you control, ie your website.
Acquired Media: Organic methods that lead your customer to their own media. These are shares, organic positioning on search engines, among others.
Paid Media: When a company pays others to bring their customers to their own media. This is the case with Google Adsense and paid media on social networks.
The book "Obrigado Pelo Marketing" brings an important part about the blogging channel. Through it that the attraction of people who really care about your content occurs.
In social networks, the author introduces the 3 3 3 rule, which means that you must post "each content 3 times, at 3 different times, using 3 different calls", which may vary depending on the social network and the engagement of your customers.
Everyone knows that even attracted by aesthetics, a good text holds our attention on simple, theoretically "bland" bases. So to do great content marketing, we need excellent text.
A news, for example, is a content that represents the current moment of the subject. Evergreen content, keeps recurring traffic, as people might be interested in it today or in a month, for example.
Creating good text means you did two things: it attracted the audience you wanted, and kept them interested as long as possible. If this is a good text, you are sure to get to the part where I will talk about aligning marketing with sales.
The title of the text should be attractive as it will be the "business card" of your content.
But none of that works if the headline is headless and has nothing to do with the structure of the post, right?
For the content itself, the author explains the inverted pyramid, and emphasizes this technique for the internet. This template says that the most relevant content is at the beginning of the text.
This technique is even more essential online, as you need to capture the reader's attention early on, making them stay longer on the site.
Also, with links redirecting to another page, the reader can engage in other content, not finishing reading the post in question. Don't worry if this happens, it's expected!
Another way to write good text is to take into account that the reader scans the content before reading. To do this, we can follow some steps that get the person involved with the text:
The author also talks about Search Engine Optimization SEO tools, which encompass several factors that the content marketer should know and be aware of.
However, there are factors that are often not within your purview but need some attention, such as:
The only way to keep people engaged with the content you've struggled so hard to do is to create great text, using the techniques the author brought in and many others.
It consists of a funnel, such as kitchen ones, that determines the buying journey of customers in a particular company. The top is wider and the bottom thinner, demonstrating the loss of people in the process.
The top of the funnel is when a person discovers that he has a problem and needs a solution. This is where content marketing stands out. Your goal is to create the largest audience possible, as only part goes to the middle.
The middle of the funnel is when the person is already aware of their problem, and is looking for ways to solve it. At this point, you need to have her problem solved within your content.
The people who go through the middle of the funnel and get to the bottom are the ones who decided to buy your product, so it's only natural for this part to be a little more publicity.
Finally, it is important to remember that the customer's journey through this funnel is not entirely linear. It can fall directly into middle content, and go to the top and back to top text after several middle ones. Which makes content posting frequency even more important.
Going back to the definition of Lead: is that person who was interested in its content. In a digital world, the lead is usually marked by your email, or some other form of contact.
The person who gives you the email is giving you permission to contact them.
For this reason, to generate qualified leads, the list needs to have people who are really interested in the content and, consequently, in the product being offered.
If the sales funnel is well formulated and the customer goes through the logical sequence you planned and wanted, lead generation will be as recurring as reading your content.
How many people can you reach with a post? How many people really saw? How many people clicked on the link to purchase a product? These questions are answered by the metrics.
These are measurements made from clicks and views that say a lot about the quality of content and its ranking in search engines.
But beware, according to the author, two mistakes in digital marketing are not measuring anything, or measuring too much. And this 8 or 80 culture doesn't work either way.
First, you need to define the KPIs, in English Key Performance Indicators. They indicate the success of the strategy in general.
At the same time, you need to know what a KPI is and what it is not. Confusion between goals and KPIs is very common, as one is the way to measure the success of the other.
Increasing customer satisfaction, for example, is a goal, but it cannot be considered an indicator. Now, if you do a grade satisfaction survey, those grades can be a powerful indicator that shows how close you are to your goal.
There are the operational metrics, the ones we follow in our day to day and that determine the efficiency of the marketing team. They can be:
The author also brings us business metrics, which become very important when marketing with the sales team. They are ROI (return on investment), CAC (customer acquisition cost) and LTV (Lifetime value).
In the book "How to Manipulate & Persuade Thousands of People", author Ricardo Ventura gives some tips on mental triggers that can be used in persuasion, such as:
In the book "Marketing 4.0" by Philip Kotler, Hermawan Kartajaya and Iwan Setiawan, the authors bring the importance of being aware of changes in the digital world and how it affects marketing.
Jay Conrad Levinson, in his work, "Guerrilla Marketing", presents a way to make more impact on marketing at lower costs. For this, he suggests digital media as essential in brand and product promotion, using tools such as email marketing, for example.
As has been said in all overviews, content marketing has many nuances and many ways to apply it. And now it's your turn to take this information and turn it into knowledge.
I hope that with this I will be able to be on the other side of the screen, reading an excellent text from you soon.
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