{"id":4278,"date":"2018-07-11T09:46:34","date_gmt":"2018-07-11T07:46:34","guid":{"rendered":"https:\/\/www.addlance.com\/blog\/?p=4278"},"modified":"2021-02-17T23:34:46","modified_gmt":"2021-02-17T22:34:46","slug":"strategie-di-marketing","status":"publish","type":"post","link":"https:\/\/www.addlance.com\/blog\/strategie-di-marketing\/","title":{"rendered":"De Nobili, (le mie) Strategie di Content Marketing per le Micro Imprese"},"content":{"rendered":"

\"strategieAcquisire clienti e monetizzare un sito web sono i due obiettivi del content marketing<\/em><\/strong>.<\/p>\n

Come raggiungerli?<\/p>\n

Attraverso la creazione e la condivisione con il target di media e contenuti editoriali: news, e-book, infografiche, guide, video, articoli sono le forme in cui il content marketing<\/em> si esplicita. Ed \u00e8 una delle strategie di marketing<\/strong> da attuare a tutto tondo, anche se sei a capo di una micro impresa<\/strong> o hai intenzione di avviarne una. Allo scopo, oltre al tuo personale impegno (come proprietario) a garanzia di qualit\u00e0 e verit\u00e0 di ci\u00f2 che proponi, pu\u00f2 aiutarti un Content Strategist<\/em><\/strong>.<\/p>\n

<\/p>\n

Il Content Strategist<\/em> \u00e8 molto pi\u00f9 di un Web Writer<\/em>. Non sa solo scrivere, creare e veicolare sulla rete contenuti utili al tuo target e ottimizzare la web experience<\/em><\/strong> dei tuoi utenti. Il Content Strategist<\/em> \u00e8 anche un pianificatore: \u00e8 in grado di aiutarti a mettere a punto strategie di marketing che attraverso la gestione dei contenuti punti dritta all’obiettivo: intercettare, gestire e aiutare a risolvere i bisogni del tuo target<\/em>. E farti acquisire clienti.<\/p>\n

\"Francesco

Francesco De Nobili, digital marketing manager<\/p><\/div>\n

Formazione interna in azienda, personal branding<\/em>, qualit\u00e0, verit\u00e0 e costanza. Sono gli ingredienti per una buona strategia di content marketing<\/em> pensata ad hoc<\/em> da Francesco De<\/strong> Nobili<\/strong>, Digital Marketing Manager<\/em>, docente all’Universit\u00e0 di Bologna e autore del nuovo testo Digital Marketing Integrato<\/em>. In esclusiva per AddLance, gli abbiamo chiesto come si pu\u00f2 fare correttamente content marketing<\/em> quando si ha una micro impresa.<\/p>\n

La micro impresa (realt\u00e0 chiave nel tessuto economico italiano) pu\u00f2 avere tempo e budget limitati. Come approntare allora la strategia di content marketing per stimolare interesse e acquisire potenziali clienti? Nella sua esperienza, esiste una \u201cricetta\u201d, diciamo, in pochi passi?<\/em><\/strong><\/p>\n

Come sempre non esistono ricette gi\u00e0 pronte, ma dalle mie ricerche ed esperienze dirette ho notato quanto sia importante partire anzitutto dalla formazione interna in azienda<\/strong>. Questo non vuol dire che le attivit\u00e0 di content marketing<\/em> devono essere svolte per forza esclusivamente dall’interno, ma che pur appoggiandosi a consulenti esterni, chi vive l’azienda (e soprattutto i potenziali clienti) tutti i giorni, se adeguatamente formato al content marketing<\/em>, pu\u00f2 aiutare in modo determinante chi dovr\u00e0 creare i contenuti, abbattendo tra l’altro i costi di gestione e ideazione.<\/p>\n

Il content marketing parte dalla creazione di contenuti (ad esempio per il blog aziendale) pensati e redatti proprio seguendo la logica del mercato (generare interesse e acquisire clienti). Chi deve fare content marketing nella micro-impresa per essere efficace? \u00c8 un’attivit\u00e0 che l’imprenditore deve fare da s\u00e9 o che pu\u00f2 delegare al content strategist?<\/em><\/strong><\/p>\n

Come scritto prima, il mix interno-esterno<\/strong> \u00e8 probabilmente la soluzione pi\u00f9 efficace ed efficiente<\/strong>, ma in alcuni casi, soprattutto quando un imprenditore \u00e8 ben formato e competente in comunicazione e marketing digitale, la carta del personal branding<\/em> pu\u00f2 risultare determinante perch\u00e9 ancora pi\u00f9 veritiera.<\/p>\n

Cosa premia alla lunga, oltre la costanza? <\/em><\/strong><\/p>\n

Qualit\u00e0 e verit\u00e0<\/strong>. Non \u00e8 possibile fare content marketing<\/em> alla lunga senza far percepire un beneficio a ci sta ascoltando, ma tutto questo deve portare ad un rapporto di fiducia che senza la verit\u00e0 e la trasparenza, non pu\u00f2 essere duraturo nel tempo.<\/p>\n

Come misurare i risultati ottenuti e soprattutto come farlo e quali strumenti (o personale) utilizzare? <\/em><\/strong><\/p>\n

I risultati ottenuti dipendono sempre dagli obiettivi che sono stati preimpostati. L’importante \u00e8 evitare le cosiddette vanity metrics<\/em><\/strong> tanto di moda sui social<\/em> (numero di fan, followers, reaction<\/em> ecc.), ma concentrarsi su quello che realmente porta all’aumento di profitto, da misurare per\u00f2 in un tempo congruo, anche a distanza di 12 mesi in certi casi.<\/p>\n

Strategie di marketing, adesso puoi metterti all’opera sui contenuti<\/h2>\n

Adesso che sei a conoscenza degli ingredienti di base per improntare correttamente il content marketing<\/em> della tua micro impresa, puoi cominciare a creare la tua strategia! Puoi anche decidere di documentarti di pi\u00f9, leggendo i ad esempio Copywriting persuasivo, scrivere per vendere<\/a>, oppure i testi quelli di De Nobili sull’argomento.<\/p>\n

Un po’ di formazione come abbiamo visto pu\u00f2 tornare molto utile, perch\u00e9 il Content Marketing, <\/em>anche in ottica di Personal Branding,<\/em>\u00a0in una micro impresa pu\u00f2 fare la differenza. Sai anche che puoi contare sull’aiuto di un content strategist<\/em><\/a>, magari freelance, che ti aiuti a pianificare correttamente strategie di marketing che lavorino in modo professionale e per obiettivi sui contenuti che veicoli attraverso la rete (e i social). Non ti resta, dunque, che metterti all’opera! \t<\/p>\n","protected":false},"excerpt":{"rendered":"

Strategie di marketing per micro imprese? 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