Content marketing et communication inspirée
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Content marketing et communication inspirée
Pratiques, applications, avantages et exemples plus ou moins réussies de curation et de marketing de contenu au service de votre communication sur le web     www.resourcelab.fr
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Content Marketers Need to Act Like Publishers

Content Marketers Need to Act Like Publishers | Content marketing et communication inspirée | Scoop.it
One of the biggest cop-outs in corporate life is to say, “We had a great a great strategy, but we just couldn’t execute it.” Hogwash. Any strategy that doesn’t consider the ability to execute is a lousy strategy to begin with.

The problem is particularly pervasive when it comes to content. For all of the talk about “brands becoming publishers,” most marketers are simply tacking on publishing functions to their existing operations without implementing any new processes or practices. That is a grave mistake.
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The 6 Principles of Epic Content Marketing

The 6 Principles of Epic Content Marketing | Content marketing et communication inspirée | Scoop.it
The ultimate goal of our content marketing efforts is to "move" our audience in some way by offering epic content. Brands do enough talking about themselves. Instead, they need to tell more stories...

 

To start, you need to be honest about the content you have. Most likely, your organization has plenty of feature- and benefit-related content — truly, the majority of brands have become quite adept at talking about themselves. We clearly don’t need more of that kind of content, especially when that type of information is only useful for a very small part of a buyer’s journey. What brands lack are stories that engage their customers — and drive customers and prospects to take a desired action. 

 

Below, I’ll review the six key principles of epic content marketing in more detail. But before I do, let me remind everyone that the ultimate goal of our content marketing efforts is to “move” the customer in some way. We need to positively affect them, engage them, and do whatever is necessary to play a useful role in their lives and their conversations...


Via Jeff Domansky
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Jeff Domansky's curator insight, September 22, 2013 10:16 PM

Such valuable advice and six content fundamentals from Joe Pulizzi's new book Epic Content.

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Le rôle du marketing de contenu dans la communication de marque

Le rôle du marketing de contenu dans la communication de marque | Content marketing et communication inspirée | Scoop.it

"Marketing de contenu, voilà un terme qui fait sensation depuis quelques années chez les professionnels du marketing et de la communication. Pour preuve, le magazine Stratégies lui a même consacré un prix et les Cannes Lions - le festival qui récompense la créativité publicitaire - l’ont, érigé au rang de nouvelle catégorie. Autant d’éléments qui démontrent son fort potentiel marketing. Au-delà du simple effet de mode, que recouvre-t-il ? Quel rôle pour cette stratégie qui prend de plus en plus de place dans la communication au sein du mix marketing ? "

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