The pillars of content marketing
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A brief guide for content marketing: how to create and promote engaging content for your company, brand or yourself (in Greek). 凌 了旅虜 凌 竜虜留旅隆竜旅虜o凌 亮留 凌粒略亮亮留凌 率侶旅留虜 亮略虜竜旅僚粒虜 & 虜凌旅僚僚旅虜略 隆溜虜留 - DigiMa.(www.digima.gr)
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The pillars of content marketing
- 1. 虜留旅隆竜旅虜 粒留亮亮留 率侶旅留虜 亮略虜竜旅僚粒虜 & 虜凌旅僚僚旅虜略 隆溜虜留 侶亮旅凌粒溜留 虜留旅 隆旅留竜溜旅侶 竜旅竜凌亮劉僚凌 (Content) ________________________________ 裡劉粒旅凌 侶亮侶旅略隆侶
- 2. Content: 竜溜虜留旅凌 竜旅虜 竜僚隆旅留劉凌僚, 流旅亮凌 竜了虜旅虜 凌 留両旅旅凌 Advertising: I talk about me (the brand) nativead welcome, an attraction NOT a distraction it is relevant, useful, original inspire, provoke peoples attention because Content vs Advertising
- 3. 旅留 里 慮留 亮旅了流 離 慮留 凌 硫旅留 裡竜 竜 痢陸 旅留 裡里律 - 里裡里 竜旅竜亮竜僚凌 Content: 硫留旅虜略 慮劉亮留留 旅留隆旅虜留溜竜 & 略凌亮留 了凌凌溜侶侶 旅留竜溜旅侶 凌了溜僚, UGC, 虜溜竜僚 粒留了竜溜留
- 4. 旅留 里 慮留 亮旅了流 離 慮留 凌 硫旅留 裡竜 竜 痢陸 旅留 裡里律 - 里裡里 竜旅竜亮竜僚凌 Content: 硫留旅虜略 慮劉亮留留
- 5. need info choice buyuse post evalua- tion post behavior recognize implicit- explicit needs, self-diagnosis WHY? locate info, understand, learn, try, ask, get confident, interact, socialize WHICH ONE? access, locate channel, negotiate, order, pay, get, socialize WHERE? understand, educate, combine, experience, benefit HOW? express, share, interact, belong, get recognized WHATs NEXT? The consumers journey content Customer journey & content
- 7. 旅留 里 慮留 亮旅了流 離 慮留 凌 硫旅留 裡竜 竜 痢陸 旅留 裡里律 - 里裡里 竜旅竜亮竜僚凌 Content: 硫留旅虜略 慮劉亮留留
- 8. 侶粒劉 竜旅竜凌亮劉僚凌 1. 侶 溜隆旅留 侶 竜留旅竜溜留 凌粒留僚亮劉僚侶 虜留旅 侶亮留旅虜流 粒虜劉僚侶 竜旅竜凌亮劉僚凌 隆略竜旅, 竜虜隆侶了ﾏ竜旅, 凌僚留, 侶竜溜竜, 凌旅 & 凌凌慮劉竜旅, 旅亮劉, 凌凌劉, community content, support content, 虜凌虜 2. 竜両竜旅虜劉 侶粒劉 (劉凌旅亮凌 竜旅竜亮竜僚凌) 竜僚凌旅亮 留両旅旅僚 侶粒ﾎ, 隆旅虜留旅ﾎ捨穎留 流侶 blogs, portals, 亮竜了劉竜, 劉竜僚竜, 竜溜虜留旅留, sites 亮了侶亮留旅虜ﾎ 凌僚僚 / 侶竜旅ﾎ / 隆留侶旅凌流僚 / 竜僚隆旅留竜僚僚 3. User Generated Content 亮劉留 留 隆旅留粒僚旅亮凌, e-mails, social media testimonials, 流竜旅 凌 凌旅僚凌, 竜亮竜旅溜竜, 凌略竜旅, 虜凌虜
- 9. 旅留 里 慮留 亮旅了流 離 慮留 凌 硫旅留 裡竜 竜 痢陸 旅留 裡里律 - 里裡里 竜旅竜亮竜僚凌 Content: 硫留旅虜略 慮劉亮留留
- 10. 旅留 竜旅粒留流 虜凌旅僚ﾎ 僚: personas (a priori), 留留流侶侶 凌溜了 竜旅虜竜ﾎ 竜 site & social media (a posteriori) 僚流慮侶 虜凌旅僚略: 竜了略竜 (亮侶亮留凌凌溜侶侶), 凌流旅凌旅 竜了略竜, influencers, 竜竜侶 虜凌旅僚流 粒僚ﾎ捨 留僚略了侶 customer journey & customer information needs 粒旅留 虜略慮竜 虜凌旅僚 凌 凌凌凌溜侶侶, 竜両留凌亮溜虜竜侶 竜旅竜凌亮劉僚凌
- 11. 旅留 里 慮留 亮旅了流 離 慮留 凌 硫旅留 裡竜 竜 痢陸 旅留 裡里律 - 里裡里 竜旅竜亮竜僚凌 Content: 硫留旅虜略 慮劉亮留留
- 12. Content Types
- 13. 旅留 里 慮留 亮旅了流 離 慮留 凌 硫旅留 裡竜 竜 痢陸 旅留 裡里律 - 里裡里 竜旅竜亮竜僚凌 Content: 硫留旅虜略 慮劉亮留留
- 14. 旅略侶 凌ﾎ故系侶 竜旅竜凌亮劉僚凌 own paid earned media
- 15. 旅留 里 慮留 亮旅了流 離 慮留 凌 硫旅留 裡竜 竜 痢陸 旅留 裡里律 - 里裡里 竜旅竜亮竜僚凌 Content: 硫留旅虜略 慮劉亮留留
- 16. 旅留 裡里律 - 里裡里 Content inbound marketing 裡凌旅: awareness interest engagement action WoM Metrics: reach, page views, video views, (unique) visits, bounce rate, time on site, likes, attend, participation, downloads, shares, mentions, ROI?
- 17. 旅留 里 慮留 亮旅了流 離 慮留 凌 硫旅留 裡竜 竜 痢陸 旅留 裡里律 - 里裡里 旅留隆旅虜留溜竜 & 略凌亮留 了凌凌溜侶侶 旅留竜溜旅侶 凌了溜僚, UGC, 虜溜竜僚 竜旅竜亮竜僚凌 Content: 硫留旅虜略 慮劉亮留留 粒留了竜溜留
- 18. 旅留隆旅虜留溜竜 & 略凌亮留 了凌凌溜侶侶 粒粒留流 劉了竜粒凌 (劉粒虜旅侶) 隆旅凌慮ﾏ竜旅 (竜 ) 隆侶亮凌溜竜侶 留留虜凌了凌慮侶侶 留凌竜了竜亮略僚 了了凌粒流 竜旅竜凌亮劉僚凌 留両旅僚亮侶侶 隆侶亮旅凌粒溜留 僚劉凌 竜旅竜凌亮劉僚凌 隆旅留僚凌亮流 calendar 僚侶留 留僚留僚劉侶 竜僚侶亮劉侶 留亮凌隆旅侶竜, 慮劉竜旅 竜粒留溜留, 略凌亮留 凌 竜亮了劉虜凌僚留旅 Requestors Subject Experts Public Relations Sales Marketing Brand Editorial Team Director of Content Content Manager Copyeditor Approvers Sponsor of Content Marketing CMO Legal Design Creative Team Members