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What is Content Marketing?

This article will try what the Content Marketing and what it is.

Basically, the technique of Content Marketing It is to create content on our website or on social networks, so that the attention of the various segments of our target audience and get attract so we can turn them into customers. It is a technique that is part of Inbount Marketing, Techniques to attract potential customers to our messages, instead of going to look for us using techniques such as advertising.

6 key success factors of Content Marketing

  1. We know very well what is our target audience segments.
  2. We know exactly what content might be of interest to each of these segments.
  3. We are able to create that content.
  4. To give voice to this content so that it reaches different segments of our target audience.
  5. That is what we show at the right time
  6. Once we have the public on our website, we are able to get them to become business contact or customer.

Content Marketing

Let's look at each of these factors affecting the Content Marketing:

How to know which segments have our target audience? This topic we have discussed in other articles, these two will find information that will help:

How could we know what content is of interest to each of our market segments? Answering this question is complicated because each segment is a world apart, so their interests vary widely. As in every action of Marketing, the Content Marketing It requires a great deal of empathy, so it's best that we put on the skin of a person of that segment and think what you really need to know, or what you should be looking. tools like Google Trends, he Keywords Analyzer Adwords or your own Google Analytics will help.

How can we create content? We can order it to a third party, we can create it from scratch, we can read articles on the same subject and thus writing a new one. How important is it that your target audience needs and do it in the proper format (not only articles, also computer graphics, images, tables, FAQ, etc.)

How to publicize the content? The main technique to publicize the content of a website is search engine optimization (SEO) so we must ensure that our page is indexed well in Google and optimally positioned for searches related to this content. We can also make it known through blogs and forums or through actions of Web 2.0, and of course, a public relations action. If you want to use the Content Marketing, you should train you in SEO.

What is the right time? A good strategy Content Marketing takes into account what time of purchasing process is the customer: If you are still drawing inspiration, if you are already planning if you already have clear intent to purchase, if you have already purchased but look for more information on obtaining a better user experience ... we should create content for each of the steps in the "customer journey".

How to convert visits has sent the Content Marketing, in contacts or customers? Bien, la respuesta es fácil: por un lado, debemos persuadir a la visita de que nosotros podemos ayudarlo con la necesidad que lo ha traído hasta nuestro contenido, y por otro, debemos asegurarnos que nuestra página facilita la toma de contacto entre las visitas y nuestra empresa. Así que debemos indicar explícitamente a las visitas que podemos ayudarlas, y debemos asegurarnos de que nuestra página web muestra el teléfono de contacto de forma visible en todas las páginas, de que disponemos de un formulario de contacto fácil y rápido de usar, y de que los usuarios pueden ver claramente, una dirección de email a la que pueden escribir si lo desean.

I hope this article has been helpful and after reading see clearly that the Content Marketing It is a very good technique for attracting market segments that may be interested in your products and services.

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Course Content Marketing for hotels in Salou

The May 5 begins the course "Content Marketing for hotels"Salou.

This course is divided into 5 sessions which cover the following topics:

Session 1: What is Content Marketing and why it is necessary for the hotels. This is a theoretical session that will discuss various strategies, we will focus on the various types of content that we generate from our establishments and setting objectives of our communication.

Session 2: Storytelling - The power of the story in the tourism marketing. In this session we will see what is the storytellingHow it serves to add personality to our company and our services, and we will have a practical building workshop "who we are" and "what we do" using this technique.

Session 3: Communicate to sell - Good practices to guide our communication to sales. Techniques of persuasion and trusted transmission through the contents of our web and social networks.

Session 4: Content creation and gamification - What is the gamification, How it applies to tourism. Practical workshop gamification applied to the contents of Tourism.

Session 5: Product / service experience - Practical workshop on creation of tourist experiences, which later learn to communicate and storytelling techniques with the ultimate goal of selling experience.

The Hotel Association of Salou is who organizes the course, although it is open to everyone. For more information, you find this PDF: Curso de Content Marketing

7 steps to create an online strategy

The marketing world is complex and create a good strategy online marketing it is even more. This article will discuss the 7 steps that can help you with creating your online marketing strategy.

Follow this guide and Thinking 7 sentences to answer each of the points:

  1. Explain exactly the physical act that your communication should motivate (eg entering an online store and buy, subscribe to the newsletter, enter the website and complete the form to request more information about a product, etc.)
  2. Explains the immediate benefit that your product / service offered to whoever buys (eg get to eat less and therefore lose weight).
  3. Indicates who is your audience (eg women between 40 and 50 years)
  4. Indicates what online marketing tools you will use to reach your target audience (eg Facebook ads will [advertising on social networks], I will create content that interests them and will declare [content + SEO marketing], etc.)
  5. It indicates what the value proposition of your company for this type of product (eg: we are the cheapest, we are the only market we are the ones who provide better quality, etc.)
  6. What is the personality of your company (for example: we are young entrepreneurs, we are the industry leaders, we have more than 50 years of experience, etc.)
  7. What is your budget expressed as a percentage of sales (eg marketing will dedicate 20% of the annual turnover of product X)

Get everything explained above brief. And you have here a draft for your online strategy.

Leave the document as you have, and rest 48 hours. Relélelo after this time and see if everything you've written in the previous 7 points still makes sense.

If everything seems just right to shape the document ... and you have your online strategy created!

Now it's time to create detailed action plan to carry it out ... but this will be discussed in another article.

Hope it all goes well for you.

Find out what has been the most searched on Google in 2012

In late December Google released its Google Zeitgeist 2012. In this list you will see more searches have been made in Spain, sorted by subject.

Of these there is something to learn. I particularly like to see related searches "how to do... ". These searches give me ideas to create content or to redirect my projects.

This year for example, I see that among the top searches of this type is:

  • how to make cupcakes
  • how to make pancakes
  • how to bechamel

... For nothing ... to continue my recipe blog :-) (www.cuinadecasa.com)

But I see that the most sought is a "How it works Twitter"... Perhaps this search deserves an article ... (and I will think this weekend)

I have already talked about this marketing technique on other occasions, is the Content Marketing and it consists of creating content in order to attract visitors to our website. Obviously they must be related to ours (this is why I go in the recipe to make bechamel in the cooking blog and not on marketing), but ultimately is to stick with what content is the basis of Márqueting :

  • We define what kind of target audience we are headed.
  • Knowing what interests them and what not.
  • If we can cover you analyze any of your needs with our services (or if we can adapt one to cover your needs)
  • Run the service.
  • Then dedicate ourselves to retain and develop customer.

For all this, Google publishes the list each year can be of much use. So here is the link again: Google Zeitgeist 2012

I hope you will inspire.

How to attract visitors to our website?

Many times people ask me what actions Digital MarketingAt least they should do to attract visitors to their website. Respond properly and in detail to this question would take me a few hours and also the "As minimum"It depends largely on what sector we are working. Still, for those who are starting out and need inspiration, may this brief summary will be of help:

If we focus on attracting visitors to a website, the Digital Marketing techniques we could use are as follows:

  1. The search engine optimization. Also called SEO Search Engine Optimization. It is to make our website appear in the top positions for a given search. Naturally, and at no cost. Here you will find a basic introductory course: Introduction to SEO
  2. Buying search engine keywords. Also called SEM Search Engine Marketing. It is to buy certain key words when someone look, do see an ad our search engine. Here you will find information on how to improve your campaigns SEM.
  3. Advertising on third party websites. It consists of advertising space on web pages where we can find our target audience.
  4. Affiliate programs. Broadly speaking, we could define this technique as an advertising technique that is paid for results rather than clicks or times you see an advertisement. In Zanox (And other pages of the same type) find the easiest way to create an affiliate program.
  5. The presence in directories and online markets. It is to be present (for free, in many cases) in directories and markets including companies like our own. In Emarketservices.com We find a list of all directories and world markets.
  6. The public relations in online press. They are very similar to public relations in offline media, but this time, guiding our efforts to appear as articles or interviews in the press network.
  7. Shares of public relations blogs. They are similar to public relations press but posting on blogs rather than in print. This action is practically free and offers very good results. We can find listings blogs Technorati. In www.Zync.es bloggers find they charge for posting reviews.
  8. Email marketing to external databases. It is to buy or rent databases emails. This technique is very effective especially when we are heading to companies and databases are purchased from official bodies such as the Chamber of Commerce (Camerdata.es).
  9. The actions related to Web 2.0. The presence in social networks, collaborative tools and generally in the social web, is a type of action that can offer very good results if we know how to do it, but we need to spend a little more time than the rest of techniques and requires constancy.
  10. The Content Marketing. Is the creation of content that appeals to different segments of our target audience, for entering our website and convince them that we are the solution to their problems. To carry out successfully, you have to find out what market segments are creating content that interests them and that is related to your services and publicize this content using 9 above techniques.

On all of these techniques you can find information on this blog and many others. So if you do not know where to start, first make a good benchmark (How to Make a Benchmark?) And then plan some actions related to the techniques cited therein.

Surely you need training to carry out some of them. You are looking at Google and Youtube find manuals of all types (you may see section Youtube University This blog will be of help). If you want specialized training, are looking at Google are the days that are taking place near where you live ... and if you want something more specialized, here you will find a list of masters and postgraduate courses where I teach (both onsite and online): Masters and Graduate Studies

If you need specific training on a particular topic, please contact.

I hope this post has been helpful.

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Microsegmentation and Marketing 2.0

What is microsegmentation?

The microsegmentación It is a technique that involves dividing the target audience of an almost unique product or service in parts as small as possible ... in really very very small segments.

Many of these segments, so far, were out of the market because they did not represent sufficient critical mass to be considered profitable and therefore were not attacked by advertising or customized products.

This has changed with the advent of the internet and now the cost of reaching these segments and prepare an offer specially designed for them, has made itself considered profitable part of the market, and therefore the microsegmentación is an increasingly used practice because of the good results obtained using it.

The Long Tail and microsegmentation

This marketing concept that involves dividing the target audience and take it into consideration micro segments commercially, is what he calls "The Long Tail" or "the long tail"And it is typical of the new internet, what we call Web 2.0.

It is the opposite to Pareto PrincipleA classical principle in economics and marketing. The Pareto principle postulates that 20% of an action will produce 80% of the effects, while the remaining 80% originates only 20% of the effects.

The Long Tail principle has many advantages, including the following:

  • Thanks to techniques such as SEO or SEM attacking the cost of micro segments is actually very low. In fact, in SEM, the more specific are the words we buy, the less people will buy them and therefore have lower cost.
  • Thanks to microsegmentation can get CTR (click through rate) higher in our campaigns, which allows, for example, improve our position in the sorting algorithm results Adwords, at no cost to us.
  • As few companies practicing Marketing 2.0 these segments will be attacked by few people and have more chances that our message reaches our target audience successfully.

So you know ... the next time you make a campaign of any kind, think of micro segments and creates content / ads for each of them.