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THE CONTENTS
Content is king.
Generating content for the web refers to the creation and sharing of media and editorial content by companies, as a key element to trigger consensus, conversation, sharing and participation.
Content allows you to convey knowledge and increase your visibility, a fundamental element for competitiveness, development and often even for the very survival of companies.
Tips to adopt in your online communication:
- social media & online broadcasts
- blog
- graphics & videos
- Sponsored Articles
- newsletter
- ebook / infographics / white paper
- gaming
- informality, involvement
- F2F> virality
- low costs, easy to use, no time and place limits
- repeatability, versatility (on/offline)> interaction
- Product promotion, link to brand> visibility
- low costs, builds relationships, reaches groups
- info in small spaces, flexibility, multimedia
- involvement, stimulus towards actions> notoriety
Insights
Useful tools
5 Copywriting Exercises You Can Do Right Now
The best app to create Instagram Reels
INTERNAL TEAM & EXTERNAL EXPERTS
Involve people who have the know-how of your product or industry
Created by product users, important for potential customers and the brand
TRENDS
Identify the most discussed and published topics online
COMPETITION ANALYSIS
Don’t imitate or copy, examine the most viral issues
REUSE OF CONTENT
Already created, modified/expanded and/or in a different context
The 5W Rule
WHO?
TARGET AUDIENCE
Define who the message is addressed to (followers, customers, potential buyers, …)
TYPE
Identify the most suitable types of content (photos, videos, texts, etc.) for the needs, requests and interests of the target audience
WHERE?
PLATFORMS
Identify the channels where you can reach your target audience (blogs, social media, …)
WHEN
EDITORIAL PLAN
Plan your publishing calendar (weeks, days, hours, …)
WHY?
GOALS
Establish and clarify the purposes of communication (brand awareness, increased sales, …)
WHO?
TARGET AUDIENCE
Define who the message is addressed to (followers, customers, potential buyers, …)
TYPE
Identify the most suitable types of content (photos, videos, texts, etc.) for the needs, requests and interests of the target audience
WHERE?
PLATFORMS
Identify the channels where you can reach your target audience (blogs, social media, …)
WHEN
EDITORIAL PLAN
Plan your publishing calendar (weeks, days, hours, …)
WHY?
GOALS
Establish and clarify the purposes of communication (brand awareness, increased sales, …)
The Michelin Guide: The Cutting Edge of Content Marketing
Why would a tire company care about hotels, restaurants, and tourist maps?
Project Features
This is how we travelled in 1956… with the first MICHELIN Italy Guide
70 years ago
70 years of love story between the MICHELIN Guide and Italian restaurants
(1st part)
(2nd part)
ArtisanEnterprise
COMMUNICATION PILLS FOR ARTISAN BUSINESSES