Innholdsmarkedsføring

En definisjon på innholdsmarkedsføring

Hva er definisjonen på innholdsmarkedsføring?

Det kan virke som at bruken av begrepet er sterkt fragmentert og at den endelige definisjonen ikke har satt seg. Jeg skal forsøke å rydde litt i begrepsbruken i denne artikkelen.

Interessen for innholdsmarkedsføring er stor. Små og mellomstore bedrifter kan oppleve store oppturer hvis man treffer med en kampanje som går «viralt», mao at innhold deles i stor skala på sosiale medier. En annen annen årsak er dagens teknologi: Man kan i dag, med god planlegging, produsere innhold ved hjelp av utstyr som «alle» har for hånden og få et resultat som ser bra ut. Det er kostnadseffektivt.

Her er et eksempel på en kampanje som gikk viralt med utgangspunkt i en rimelig videoproduksjon og egeninnsats fra bedriftens medarbeidere:

Googler du definisjon på innholdsmarkedsføring eller leser deg opp på ulike informasjonskanaler og forum for digital markedsføring i Norge, vil du se at det har manifistert seg tre leirer med ulikt syn på hva som ligger i begrepet:

Innholdsmarkedsføring, versjon 1

Definisjoner og grupperinger i innholdsmarkedsføring

Det er for tiden tre grupperinger som manifisterer seg innenfor innholdsmarkedsføring

Den første gruppen tar utgangspunkt i at innholdsmarkedsføring er plasserte annonseflater med et redaksjonelt bestillingsverk hvor en tjeneste eller produkt får viet all oppmerksomhet. Det er ikke en ulempe om artikkelen fremstår som del av mediets redaksjonelle profil. Årsaken til fokusen på denne annonseformen er den siste tidens debatt, spesielt blant journalister og redaktører. Denne yrkesgruppen frykter for sin integritet ved å måtte produsere artikler på bestilling, men ser også en mulig svekkelse av journalistikkens samfunnsoppdrag som følge av dette.

Innholdsmarkedsføring, versjon 2

Den andre grupperingen definerer innholdsmarkedsføring som produksjon av unikt innhold og distribusjonen av dette innholdet, med hensikt i å markedsføre en bedrifts produkter og tjenester for å øke salget. Innholdsproduksjonen er basert på bedriftens produkt og tjenestekunnskap, autoritet, historie, lederkompetanse osv.

Innholdsmarkedsføring, versjon 3

Den siste grupperingen er de som i tillegg til versjon 2 tydelig definerer taktikker, verktøy og virkemidler og har en klar overordnet strategi for hvordan disse skal brukes. Versjon 3 har en opprinnelse og utgangspunkt som klart skiller seg fra de to første; Den skal ikke være forstyrrende for mottageren ved å dytte kommunikasjonen ut til mottakeren, men derimot trekke prospektene inn til bedriften ved å tilby verdifult og unikt innhold til målgruppen bedriften ønsker å nå… – såkalt Permission Marketing. Dette betyr at man ikke benytter seg av betalte, invaderende annonseflater, men utelukkende egne eide kanaler som bedriften styrer selv. Markedsførerne må gjøre seg fortjent til å snakke med kundeemnene ved å tilby noe som har verdi for prospektet.

Denne retningen ble definert av Brian Halligan og heter Inbound marketing. Jeg har freidig «fornorsket» det engelske navnet til Innkommende Markedsføring.

Innkommende markedsføring

Innkommende markedsføring er en hollistisk metode hvor hensikten er å treffe den rette kunden, på rett sted(kanal) til rett tid, med det rette innholdet. Dette gjør man ved å produsere og distribuere innhold som brukerne elsker.
Man tar utgangspunkt i fire aksjonspunkter som alle har sine verktøy og virkemidler:
Aksjonspunktene er:

  • Tiltrekke nye besøkende for å gjøre de til faste brukere
  • Konvertere faste brukere til salgskvalifiserte kundeemner
  • Gjennomføre salget kundeemnene for å gjøre de til kunder
  • Behage kundene for å gjøre de til ambassadører for bedriften

Det er både tekniske og innholdsbaserte virkemidler innenfor hvert aksjonspunkt, som f.eks SEO, bedriftsblogging/artikler/nyheter, landingssider, webskjemaer, sosial monitorering, e-post, sosial publisering… – alle kjente begreper innenfor digital markedsføring. Her er de satt i system og utnyttet for sine unike egenskaper. De ulike verktøyene/virkemidlene har en avhengighet til hverandre for å fungere optimalt. Et eksempel kan være at en bloggpost må optimaliseres for søkemotorer OG mennesker. Bloggposten skal også være tilpasset målgruppens behov, interesser og svare på spørsmål som målgruppen har om bedriftens tjenester og produkter. Det er dette som gjør at din bedrift vil bli synlig i søkeresultatene når kundeemnene innleder sine søk rundt produkter.

Innkommende markedsføring gir en bedrift gode effekter på bunnlinjen gjennom en mer effektiv og målbar bruk av markedsføringsbudsjettet. Ved å allokere midler fra kostbare annonseflater(hvor man strengt tatt betaler for oppmerksomheten til mange som ikke er interessert i produktet/tjenesten til bedriften) til innholdsproduksjon, distribuere dette i egne og billigere kanaler, redusere behovet for verktøy og reklamebyråer kan man oppnå eventyrlige ROI´er.

For å ta i bruk og ha effekt av innkommende markedsføring som metode, kreves det dedikasjon fra bedriften. Skal innholdet gi en effekt, må det publiseres regelmessig nytt innhold, og det må gjøres for alle deler av salgstrakten.
Den gode nyheten er at det er ingen som er bedre på dine produkter enn akkurat din bedrift. Det finnes mest sannsynlig masse innhold(brosjyrer, bilder, produktark, filmer) som allerede er produsert og som kan bearbeides og brukes som innhold i din publiseringsstrategi.

Det kan i oppstarten være nyttig å bruke en ekstern partner som kan hjelpe bedriften med strategi, bearbeidelse av innhold, valg og oppsett av verktøy for publisering, måling og tracking av besøkende og utarbeide automatiserte prosesser for gjennomførelse.

Starte med digital/Innkommende markedsføring

Å starte en strategi basert på innkommende markedsføring kan virke som en stor og komplisert oppgave for bedriften. Man kan imidlertid starte med èn av aksjonspunktene vurdert ut i fra en digital analyse.
Har bedriften mange besøkende men en liten andel som konverterer på bedriftens mål, kan man analysere landingssider og skjemaer; er de optimalisert for konvertering? Har bedriften landingsside i det hele tatt? Se her hvorfor bedriften trenger landingssider.

Får ikke bedriften nok salg fra sine besøkende? Kanskje en workflowstyrt e-postkampanje for å dytte prospektet mot kjøpsbeslutning i din butikk kan være løsningen for deg?

Konklusjon

Min påstand er at innholdsmarkedsføring ikke kan defineres som en bestemt retning innenfor digital markedsføring, til det er det alt for mange metoder og taktikker som puttes under denne paraplyen. Disse lever utmerket godt på egenhånd.
Tross alt:

Nevn en markedsføringskampanje som ikke har vært basert på en eller annen form for innhold?

For bedrifter er det derimot verdi i å sette seg inn i metodikker og virkemidler for å lette kommunikasjonen med digitale tjenesteleverandører, mens tjenesteleverandørene bør ha fokus på å avdekke kundens faktiske behov gjennom grundig analyse, samt informere om de rette virkemidlene i hvert tilfelle.

Neste blogg

Neste blogg vil ta for seg innholdsproduksjon og hva som er godt innhold. Et nøkkelord vil være «historiefortelling»: Verdien i å skape en god historie basert på produktet, tjenesten, merkevaren eller bedriften for å skape en rød tråd gjennom all innholdsproduksjonen.

Her er et eksempel på god historiefortelling for en merkevare.

 

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    Vet du hvilken sosial kanal som gir deg mest trafikk og salg? Klikk deg inn her for å lære hvordan du kan finne ut hva som gir deg mest trafikk og salg – helt gratis.   Slik gjør du for å måle nøyaktig trafikk og salg fra det enkelte innlegget du poster på f.eks Facebook. […]

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    Når Apple hadde sin siste presentasjon, ble det ikke i nevneverdig grad nevnt at Apple vil la mobilbrukere bruke annonseblokkerere i Safaribrowsere. Men her finnes det et faresignal for annonsører. Her kan du få vite litt om hvordan annonsører kan omgå annonseblokkerere. Dypt inne i utviklerdokumentasjonen som ble presentert, ligger kanskje den viktigste delen av alle for de […]

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    Sannsynligheten for kjøp er 71% større når noe er henvist til fra sosiale medier. (Hubspot) Ut av de 53% av forbrukerne som sier de bruker Twitter til å anbefale firmaer eller produkter i tweetene sine, sier 48% at de har handlet produktet eller tjenesten. (SproutSocial) Twitter er kanal nummer én til å påvirke kjøpsbeslutningen av elektronikkprodukter.(Mashable) 15 100 000 […]

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    The democratic delegates gathered for the VIII Congress of the Party have elected Plahotniuc Vladimir as chairman of the Democratic Party of Moldova for the next 4 years. Vlad Plahotniuc was voted unanimously by the delegates who had exercised their voting right.

    In his speech to supporting the candidature, Vlad Plahotniuc presented his vision about PDM as a party “that delivers concrete results, leading things through, a party of action”. He has shown being a politician for the people, criticizing those politicians who only speak words and pretend to be “Vlad Tepes or the Snow White”.

    Vlad Plahotniuc highlighted the need for a party of Moldovans and for Moldovans, criticizing the persistent and excessive geopolitical position of the parties in the country to the detriment of any concrete projects for the people. “In the election campaigns, but also after elections, you get the feeling that Europeans, Romanians, Russians and Americans are at war. And where do we find Moldovans in this scheme? Which is the party of Moldovans? Which party can people trust and have faith in solving their problems?”

    Vlad Plahotniuc also said that PDM must be “a party with initiative, a party with professional people, a party offering solutions for people’s problems, with a truly European “modus operandi” and its progressive vision of development of the country”.

    He said that PDM would come with an initiative for reform of the political class, “beginning with the optimization of Parliament and Government, giving the people the real control over the Parliament, identifying the levers for the people to punish those failing in their duties”. The new chairman of the party has proposed a PDM “committed to solve the people’s real problems, with the support from the Government and the Parliament”.

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    The democratic leader concluded his speech by thanking the former democrat chairmen Marian Lupu and Dumitru Diacov for their contributions to the stability of Moldova and development of PDM.

    Elections within the Congress continued with voting the membership of the new National Political Council.

    Also, the delegates elected the new first vice president of DPM, in the person of Pavel Filip.

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    The democratic delegates gathered for the VIII Congress of the Party have elected Plahotniuc Vladimir as chairman of the Democratic Party of Moldova for the next 4 years. Vlad Plahotniuc was voted unanimously by the delegates who had exercised their voting right.

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    The democratic leader concluded his speech by thanking the former democrat chairmen Marian Lupu and Dumitru Diacov for their contributions to the stability of Moldova and development of PDM.

    Elections within the Congress continued with voting the membership of the new National Political Council.

    Also, the delegates elected the new first vice president of DPM, in the person of Pavel Filip.

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