{"id":4879,"date":"2019-01-19T00:29:39","date_gmt":"2019-01-18T17:29:39","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=4879"},"modified":"2022-11-28T17:42:37","modified_gmt":"2022-11-28T10:42:37","slug":"chien-luoc-content-marketing-nen-hay-khong-nen-phuc-tap","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/chien-luoc-content-marketing-nen-hay-khong-nen-phuc-tap\/","title":{"rendered":"X\u00e2y d\u1ef1ng m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c Content Marketing hi\u1ec7u qu\u1ea3"},"content":{"rendered":"

Cho d\u00f9 b\u1ea1n \u0111\u1ecdc nh\u1eefng xu h\u01b0\u1edbng digital marketing m\u1edbi nh\u1ea5t hay t\u1eeb b\u00e0i ph\u00e1t bi\u1ec3u chia s\u1ebb t\u1ea1i s\u1ef1 ki\u1ec7n chuy\u00ean ng\u00e0nh, ch\u00fang ta li\u00ean t\u1ee5c nghe th\u1ea5y \u201ccontent is king\u201d v\u00e0 ch\u00fang ta ph\u1ea3i \u201cngh\u0129 nh\u01b0 nh\u00e0 xu\u1ea5t b\u1ea3n\u201d n\u1ebfu ch\u00fang ta mu\u1ed1n ph\u00e1t tri\u1ec3n c\u00e1c k\u00eanh truy\u1ec1n th\u00f4ng online ngay h\u00f4m nay.<\/p>\n

Th\u1ef1c tr\u1ea1ng x\u00e2y d\u1ef1ng content hi\u1ec7n nay<\/span><\/strong><\/h2>\n

\"Content<\/p>\n

Th\u1eadt d\u1ec5 d\u00e0ng \u0111\u1ec3 b\u1eaft \u0111\u1ea7u v\u00e0o c\u00f4ng vi\u1ec7c ph\u00e1t tri\u1ec3n n\u1ed9i dung tr\u00ean c\u00e1c k\u00eanh truy\u1ec1n th\u00f4ng k\u1ef9 thu\u1eadt s\u1ed1. Ban \u0111\u1ea7u ch\u00fang ta \u0111\u1ec1u c\u1ea3m th\u1ea5y tuy\u1ec7t v\u1eddi. Ch\u00fang ta \u0111ang t\u1ea1o, xu\u1ea5t b\u1ea3n c\u00e1c b\u00e0i \u0111\u0103ng tr\u00ean blog, video, podcast, s\u00e1ch \u0111i\u1ec7n t\u1eed, \u0111\u1ed3 h\u1ecda th\u00f4ng tin v\u00e0 h\u01a1n th\u1ebf n\u1eefa. Theo s\u1ed1 li\u1ec7u m\u1edbi nh\u1ea5t t\u1eeb Content Marketing Institute, 88% marketer s\u1eed d\u1ee5ng content marketing v\u00e0 76% trong \u0111\u00f3 cho r\u1eb1ng h\u1ecd \u0111ang \u0111i \u0111\u00fang h\u01b0\u1edbng khi s\u1ea3n xu\u1ea5t nhi\u1ec1u n\u1ed9i dung trong n\u0103m nay h\u01a1n so v\u1edbi n\u0103m ngo\u00e1i.<\/span><\/p>\n

Nh\u01b0ng c\u00f3 m\u1ed9t v\u1ea5n \u0111\u1ec1 \u1edf \u0111\u00e2y \u0111\u00f3 l\u00e0 ch\u1ec9 t\u1ea1o ra nhi\u1ec1u n\u1ed9i dung h\u01a1n l\u00e0 kh\u00f4ng \u0111\u1ee7. Nhi\u1ec1u h\u01a1n kh\u00f4ng ph\u1ea3i l\u00fac n\u00e0o c\u0169ng c\u00f3 ngh\u0129a l\u00e0 t\u1ed1t h\u01a1n, c\u0169ng kh\u00f4ng ph\u1ea3i l\u00e0 \u0111\u1eb7c bi\u1ec7t hi\u1ec7u qu\u1ea3. Trong khi m\u1ee9c s\u1ed1 l\u01b0\u1ee3ng c\u00e1c b\u00e0i \u0111\u0103ng (text, h\u00ecnh \u1ea3nh, video,\u2026.) t\u0103ng cao, theo Content Marketing Institute c\u0169ng cho th\u1ea5y ch\u1ec9 c\u00f3 30% marketer B2B cho bi\u1ebft c\u00e1c ho\u1ea1t \u0111\u1ed9ng xu\u1ea5t b\u1ea3n n\u1ed9i dung c\u00f3 hi\u1ec7u qu\u1ea3, gi\u1ea3m t\u1eeb 38% trong n\u0103m ngo\u00e1i. \u0110i\u1ec1u \u0111\u00f3 c\u00f3 th\u1ec3 l\u00e0 do m\u1eb7c d\u00f9 ch\u00fang ta \u0111ang s\u1ea3n xu\u1ea5t nhi\u1ec1u n\u1ed9i dung h\u01a1n bao gi\u1edd h\u1ebft, nh\u01b0ng c\u00e1c marketer \u00edt c\u00f3 chi\u1ebfn l\u01b0\u1ee3c content marketing, c\u00e1i c\u1ea7n s\u1ef1 \u0111\u1ed1i chi\u1ebfu, so s\u00e1nh v\u1edbi n\u0103m tr\u01b0\u1edbc, th\u00e1ng tr\u01b0\u1edbc, tu\u1ea7n tr\u01b0\u1edbc (32% so v\u1edbi 35%), hay \u0111\u01a1n gi\u1ea3n l\u00e0 theo c\u00e1c l\u1ed9 tr\u00ecnh m\u00e0 ta \u0111\u00e3 \u0111\u01b0a ra. M\u1eb7c d\u00f9 c\u00f9ng m\u1ed9t nghi\u00ean c\u1ee9u cho th\u1ea5y r\u1eb1ng nh\u1eefng ng\u01b0\u1eddi l\u1eadp k\u1ebf ho\u1ea1ch chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfn h\u00e0nh hi\u1ec7u qu\u1ea3 trong h\u1ea7u h\u1ebft c\u00e1c l\u0129nh v\u1ef1c content marketing.<\/span><\/p>\n

Nguy\u00ean t\u1eafc t\u1ea1o ra content hi\u1ec7u qu\u1ea3 h\u01a1n<\/strong>
\n<\/span><\/h2>\n

C\u0103n c\u1ee9 v\u00e0o c\u00e1c nhi\u1ec7m v\u1ee5 c\u1ee7a b\u1ea1n b\u1eb1ng chi\u1ebfn l\u01b0\u1ee3c \u0111\u01b0\u1ee3c t\u1ea1o s\u1ebd gi\u00fap b\u1ea1n t\u1ea1o n\u1ed9i dung hi\u1ec7u qu\u1ea3 h\u01a1n. Chi\u1ebfn l\u01b0\u1ee3c n\u1ed9i dung kh\u00f4ng c\u1ea7n ph\u1ea3i ph\u1ee9c t\u1ea1p. M\u1ed9t chi\u1ebfn l\u01b0\u1ee3c content marketing ch\u1ea5t l\u01b0\u1ee3ng, l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c marketing \u0111\u1ecbnh h\u01b0\u1edbng kh\u00e1ch h\u00e0ng<\/a>. \u0110\u1ed3ng th\u1eddi, khi ra quy\u1ebft \u0111\u1ecbnh, b\u1ea1n c\u0169ng n\u00ean l\u01b0u \u00fd r\u1eb1ng chi\u1ebfn l\u01b0\u1ee3c content c\u1ea7n b\u00e1m theo chi\u1ebfn l\u01b0\u1ee3c marketing h\u1ed7n h\u1ee3p, chi\u1ebfn l\u01b0\u1ee3c digital marketing<\/a>.
\n\u0110\u1ec3 gi\u00fap \u0111\u1ecbnh h\u00ecnh chi\u1ebfn l\u01b0\u1ee3c n\u1ed9i dung c\u1ee7a m\u00ecnh, ta quay tr\u1edf l\u1ea1i b\u00e0i th\u01a1 n\u0103m 1902 c\u1ee7a Rudyard Kipling \u201cThe Elephant’s Child\u201d:
\n<\/span><\/p>\n

\u0110\u00f3 l\u00e0: C\u00e1i g\u00ec (What), T\u1ea1i sao (Why), Khi n\u00e0o (When), Nh\u01b0 th\u1ebf n\u00e0o (How), \u1ede \u0111\u00e2u (Where) v\u00e0 Ai (Who).<\/strong><\/span><\/p>\n

Ch\u00fang ta th\u1ea5y c\u1ea3 5 W (v\u00e0 1 H) t\u1eadp trung v\u00e0o l\u00fd do t\u1ea1i sao, ai, v\u00e0 n\u1ec1n t\u1ea3ng v\u1eefng ch\u1eafc l\u00e0 g\u00ec. N\u00f3 c\u0169ng gi\u00fap ch\u00fang ta \u0111\u1ea3m b\u1ea3o r\u1eb1ng n\u1ed9i dung c\u1ee7a ch\u00fang ta l\u00e0 trung t\u00e2m kinh doanh v\u00e0 nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

T\u1ea1i sao (why)<\/strong><\/h3>\n

Nh\u01b0 Simon Sinek n\u00f3i, ch\u00fang ta ph\u1ea3i “b\u1eaft \u0111\u1ea7u v\u1edbi l\u00fd do t\u1ea1i sao\u201d. B\u1ea1n l\u00e0m \u0111i\u1ec1u \u0111\u00f3 \u0111\u1ec3 l\u00e0m g\u00ec?. Khi n\u00f3i \u0111\u1ebfn chi\u1ebfn l\u01b0\u1ee3c content, l\u00fd do t\u1ea1i sao l\u00e0 m\u1ee5c ti\u00eau kinh doanh c\u1ee7a b\u1ea1n. T\u1ea1i sao b\u1ea1n l\u00e0m \u0111i\u1ec1u n\u00e0y. \u0110\u00e2y l\u00e0 ph\u1ea7n \u201ctrung t\u00e2m kinh doanh\u201d c\u1ee7a vi\u1ec7c t\u1ea1o ra 1 n\u1ed9i dung hay.
\nContent marketing c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n m\u1ed9t trong s\u00e1u m\u1ee5c ti\u00eau kinh doanh – x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, x\u00e2y d\u1ef1ng c\u1ed9ng \u0111\u1ed3ng, quan h\u1ec7 c\u00f4ng ch\u00fang, nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng v\u00e0 t\u1ea1o ra kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng. \u0110\u01a1n gi\u1ea3n ch\u1ec9 c\u1ea7n ch\u1ecdn m\u1ed9t trong nh\u1eefng m\u1ee5c ti\u00eau n\u00e0y v\u00e0 s\u1eed d\u1ee5ng n\u00f3 nh\u01b0 m\u1ed9t n\u1ec1n t\u1ea3ng khi b\u1ea1n tr\u1ea3 l\u1eddi c\u00e1c c\u00e2u h\u1ecfi kh\u00e1c<\/p>\n

Ai (Who)<\/strong><\/h3>\n

V\u1edbi “trung t\u00e2m kinh doanh” l\u00e0 \u201cwhy\u201d \u1edf tr\u00ean, b\u00e2y gi\u1edd ch\u00fang ta c\u1ea7n ph\u1ea3i \u0111\u1ea3m b\u1ea3o r\u1eb1ng n\u1ed9i dung c\u1ee7a ch\u00fang ta ph\u1ea3i \u0111\u01b0\u1ee3c “kh\u00e1ch h\u00e0ng nh\u1eadn th\u1ee9c \u2013 hi\u1ec3u \u2013 h\u01b0\u1edfng \u1ee9ng”. N\u1ed9i dung t\u1ed1t ph\u1ea3i gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 kh\u00e1ch h\u00e0ng. N\u00f3 c\u1ea7n ph\u1ea3i ph\u1ee5c v\u1ee5 m\u1ed9t ho\u1eb7c nhi\u1ec1u nhu c\u1ea7u trong cu\u1ed9c s\u1ed1ng c\u1ee7a h\u1ecd.
\nB\u1eaft \u0111\u1ea7u b\u1eb1ng c\u00e1ch t\u1ef1 h\u1ecfi kh\u00e1ch h\u00e0ng n\u00e0o l\u00e0 b\u1ea1n c\u1ea7n cung c\u1ea5p n\u1ed9i dung, gi\u00e1 tr\u1ecb? V\u1edbi m\u1ed9t ph\u00e2n kh\u00fac m\u1ee5c ti\u00eau kh\u00e1ch h\u00e0ng c\u1ee5 th\u1ec3. B\u1ea1n \u0111\u00e3 \u0111\u1ee7 c\u1ee5 th\u1ec3 ch\u01b0a? B\u1ea1n c\u00f3 c\u1ea7n \u0111i s\u00e2u h\u01a1n kh\u00f4ng? H\u1ecd l\u00e0 ai v\u00e0 nh\u1eefng g\u00ec quan tr\u1ecdng \u0111\u1ed1i v\u1edbi h\u1ecd. Bao g\u1ed3m c\u00e1c s\u1ed1 li\u1ec7u nh\u00e2n kh\u1ea9u h\u1ecdc c\u0169ng nh\u01b0 t\u00e2m l\u00fd h\u1ecdc.<\/p>\n

C\u00e1i g\u00ec (What)<\/strong><\/h3>\n

Cu\u1ed1i c\u00f9ng, d\u1ef1a tr\u00ean m\u1ee5c ti\u00eau kinh doanh c\u1ee7a b\u1ea1n (why) v\u00e0 \u0111\u1ed1i t\u01b0\u1ee3ng c\u1ee7a b\u1ea1n l\u00e0 ai (who), l\u00e0m th\u1ebf n\u00e0o b\u1ea1n c\u00f3 th\u1ec3 t\u1ea1o n\u1ed9i dung \u0111\u00e1p \u1ee9ng c\u00e1c c\u00e2u h\u1ecfi \u0111\u00f3? C\u00e1i g\u00ec ch\u00ednh l\u00e0 lo\u1ea1i h\u00ecnh c\u1ee7a n\u1ed9i dung ho\u1ea1t \u0111\u1ed9ng t\u1ed1t nh\u1ea5t? \u0110\u00f3 l\u00e0 v\u1ec1 c\u00e1ch b\u1ea1n t\u1ea1o n\u1ed9i dung ph\u00f9 h\u1ee3p v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh v\u00e0 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a c\u00f4ng ch\u00fang. Ch\u00fang ta c\u1ea7n ph\u1ea3i c\u00f3 th\u00eam quy t\u1eafc v\u1edbi chi\u1ebfn l\u01b0\u1ee3c n\u1ed9i dung theo c\u00e1ch t\u1eadp trung v\u00e0o s\u1ef1 ph\u00f9 h\u1ee3p cho c\u00f4ng ch\u00fang m\u1ee5c ti\u00eau. H\u00e3y qu\u00ean \u0111i nh\u1eefng g\u00ec m\u1ecdi ng\u01b0\u1eddi kh\u00e1c (\u0111\u1ed1i th\u1ee7) \u0111ang l\u00e0m – \u0111i\u1ec1u g\u00ec l\u00e0 t\u1ed1t nh\u1ea5t cho th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n?<\/p>\n

T\u1ea1i sao, ai v\u00e0 c\u00e1i g\u00ec s\u1ebd cung c\u1ea5p m\u1ed9t n\u1ec1n t\u1ea3ng \u0111\u01a1n gi\u1ea3n nh\u01b0ng v\u1eefng ch\u1eafc cho m\u1ed9t khung chi\u1ebfn l\u01b0\u1ee3c content, b\u1ea1n c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng \u0111\u1ec3 \u0111\u1ebfn \u0111\u00fang n\u1ed9i dung ph\u1ee5c v\u1ee5 nhu c\u1ea7u c\u1ee7a c\u1ea3 c\u00f4ng ch\u00fang m\u1ee5c ti\u00eau v\u00e0 doanh nghi\u1ec7p c\u1ee7a b\u1ea1n.<\/p>\n

T\u1eeb \u0111\u00e2y, b\u1ea1n c\u00f3 th\u1ec3 t\u00ecm hi\u1ec3u th\u00eam v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c n\u1ed9i dung c\u1ee7a m\u00ecnh b\u1eb1ng c\u00e1ch s\u1eed d\u1ee5ng c\u00e1c c\u00e2u h\u1ecfi kh\u00e1c b\u1eaft \u0111\u1ea7u v\u1edbi Khi n\u00e0o (when) (T\u1ea7n su\u00e2t x\u1ea3y ra nh\u01b0 th\u1ebf n\u00e0o?), \u1ede \u0111\u00e2u (where) (B\u00ean trong hay b\u00ean ngo\u00e0i?) V\u00e0 l\u00e0m c\u00e1ch n\u00e0o (how) (ch\u00fang ta s\u1ebd l\u00e0m \u0111i\u1ec1u n\u00e0y v\u00e0 ch\u00fang ta s\u1ebd \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 nh\u01b0 th\u1ebf n\u00e0o?).<\/p>\n

\"T\u1ea1o<\/p>\n

N\u1ebfu ch\u00fang ta mu\u1ed1n chi\u1ebfn d\u1ecbch content marketing hi\u1ec7u qu\u1ea3 h\u01a1n, ch\u00fang ta c\u1ea7n ph\u1ea3i ti\u1ebfn h\u00e0nh th\u00f4ng minh h\u01a1n, \u0111i\u1ec1u \u0111\u00f3 c\u00f3 ngh\u0129a l\u00e0 t\u1ea1o ra nh\u1eefng n\u1ed9i dung c\u00f3 gi\u00e1 tr\u1ecb h\u01a1n, \u0111\u00fang kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau h\u01a1n. Ng\u00e0y nay, kh\u00f4ng ai c\u00f3 m\u1ed9t ngu\u1ed3n l\u1ef1c v\u00f4 h\u1ea1n. Ch\u00fang ta kh\u00f4ng \u0111\u1ee7 kh\u1ea3 n\u0103ng \u0111\u1ec3 l\u00e0m t\u1ea5t c\u1ea3 m\u1ecdi th\u1ee9 – v\u00e0 ch\u00fang ta kh\u00f4ng n\u00ean \u0111\u1ec3 ng\u01b0\u1eddi ti\u00eau d\u00f9ng\/kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau b\u1ecb cho\u00e1ng ng\u1ee3p b\u1edfi v\u00f4 v\u00e0n lo\u1ea1i h\u00ecnh v\u00e0 h\u00ecnh th\u1ee9c n\u1ed9i dung. Vi\u1ec7c t\u1ea1o ra n\u1ed9i dung m\u1ed9t c\u00e1ch m\u00f9 qu\u00e1ng trong \u0111\u00e1m \u0111\u00f4ng th\u1ecb tr\u01b0\u1eddng tr\u1ef1c tuy\u1ebfn \u1ed3n \u00e0o v\u00e0 h\u1ed7n lo\u1ea1n c\u00e1c lo\u1ea1i h\u00ecnh n\u1ed9i dung l\u00e0 v\u00f4 tr\u00e1ch nhi\u1ec7m. Ch\u00fang ta ph\u1ea3i chi\u1ebfn l\u01b0\u1ee3c h\u01a1n n\u1ebfu ch\u00fang ta mu\u1ed1n t\u1ea1o ra n\u1ed9i dung t\u1ed1t h\u01a1n. Ngay c\u1ea3 khi \u0111i\u1ec1u \u0111\u00f3 c\u00f3 ngh\u0129a l\u00e0 t\u1ea1o ra \u00edt n\u1ed9i dung.<\/p>\n

>>> Xem th\u00eam: Quy tr\u00ecnh 5 b\u01b0\u1edbc x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c marketing<\/a><\/p>\n

N\u1ed9i dung t\u01b0\u01a1ng t\u00e1c<\/h2>\n

\"N\u1ed9i<\/p>\n

Marketing n\u1ed9i dung t\u01b0\u01a1ng t\u00e1c c\u00f3 th\u1ec3 s\u1ebd tr\u1edf th\u00e0nh \u201cv\u1ecb vua\u201d m\u1edbi trong chi\u1ebfn l\u01b0\u1ee3c marketing t\u01b0\u01a1ng lai.<\/strong>
\n\u201cB\u1ea1n nh\u1eadn \u0111\u01b0\u1ee3c m\u1ed9t th\u00f4ng \u0111i\u1ec7p tuy\u1ec7t v\u1eddi. Song, khi b\u1ee9c tranh kinh t\u1ebf to\u00e0n c\u1ea7u \u0111ang ng\u00e0y c\u00e0ng c\u1ea1nh tranh gay g\u1eaft, n\u1ebfu b\u1ea1n c\u00f3 h\u01b0\u1edbng ti\u1ebfp c\u1eadn n\u1ed9i dung ph\u00f9 h\u1ee3p cho th\u00f4ng \u0111i\u1ec7p \u0111\u00f3, b\u1ea1n s\u1ebd r\u1ea5t kh\u00f3 kh\u0103n \u0111\u1ec3 c\u00f3 th\u1ec3 th\u00e0nh c\u00f4ng, nh\u01b0 th\u1ec3 d\u00f9ng con dao ph\u1ebft b\u01a1 \u0111\u1ec3 c\u01b0a m\u1ed9t c\u00e1i c\u00e2y c\u1ed5 th\u1ee5 v\u1eady\u201d \u2013 Wanda Thibodeaux \u2013 m\u1ed9t c\u00e2y b\u00fat c\u1ee7a Inc, chia s\u1ebb.
\nTrong nhi\u1ec1u n\u0103m qua, c\u00e1c doanh nh\u00e2n \u0111\u00e3 chuy\u1ec3n sang xu h\u01b0\u1edbng marketing n\u1ed9i dung \u0111\u1ec3 ti\u1ebfp c\u1eadn c\u00e1c kh\u00e1ch h\u00e0ng. Khi s\u00e2n ch\u01a1i ng\u00e0y c\u00e0ng tr\u1edf n\u00ean c\u1ea1nh tranh h\u01a1n, th\u00ec ng\u01b0\u1eddi ch\u01a1i ph\u1ea3i n\u00e2ng c\u1ea5p kh\u1ea3 n\u0103ng c\u1ee7a m\u00ecnh \u1edf vi\u1ec7c s\u00e1ng t\u1ea1o v\u00e0 qu\u1ea3ng b\u00e1 n\u1ed9i dung.
\nYoav Vilner \u2013 \u0110\u1ed3ng s\u00e1ng l\u1eadp, Gi\u00e1m \u0111\u1ed1c \u0111i\u1ec1u h\u00e0nh c\u00f4ng ty t\u01b0 v\u1ea5n marketing Ranky, n\u01a1i \u0111\u1ea7u ti\u00ean tr\u00ean th\u1ebf gi\u1edbi t\u1eadp trung v\u00e0o c\u00e1c d\u1ef1 \u00e1n kh\u1edfi nghi\u1ec7p v\u00e0 c\u00f4ng ngh\u1ec7 \u0111\u1ec3 t\u01b0 v\u1ea5n, \u0111\u00e3 nh\u1eadn x\u00e9t r\u1eb1ng, gi\u1edd \u0111\u00e2y vi\u1ec7c marketing b\u1eb1ng n\u1ed9i dung (content marketing) \u0111\u00e3 ch\u1ebft, \u00f4ng vi\u1ebft th\u00eam: \u201cHo\u1eb7c \u00edt nh\u1ea5t, \u0111i\u1ec1u \u0111\u00f3 \u0111ang b\u1eaft \u0111\u1ea7u di\u1ec5n ra\u201d.
\nC\u1ea3 Thibodeaux v\u00e0 Vilner \u0111\u1ec1u \u0111\u1ed3ng \u00fd r\u1eb1ng n\u1ed9i dung t\u01b0\u01a1ng t\u00e1c ch\u00ednh l\u00e0 l\u1ef1a ch\u1ecdn ti\u1ebfp theo.
\nTi\u1ebfn s\u0129 Dino Levy l\u00e0m vi\u1ec7c \u1edf Khoa th\u1ea7n kinh h\u1ecdc v\u00e0 Khoa qu\u1ea3n l\u00fd thu\u1ed9c tr\u01b0\u1eddng \u0111\u1ea1i h\u1ecdc Tel Aviv (Isarel) nh\u1eadn \u0111\u1ecbnh r\u1eb1ng m\u1ecdi ng\u01b0\u1eddi c\u00f3 xu h\u01b0\u1edbng th\u00edch tham gia v\u00e0o c\u00e1c n\u1ed9i dung t\u01b0\u01a1ng t\u00e1c v\u00e0 h\u1ecd s\u1ebd kh\u00f3 qu\u00ean c\u00e1c n\u1ed9i dung n\u00e0y. V\u00ec v\u1eady, \u0111\u01b0a n\u1ed9i dung t\u01b0\u01a1ng t\u00e1c v\u00e0 chi\u1ebfn d\u1ecbch marketing, b\u1ea1n s\u1ebd c\u00f3 \u0111\u01b0\u1ee3c m\u1ed9t s\u1ef1 trung th\u00e0nh l\u00fd t\u01b0\u1edfng v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n.<\/span><\/p>\n

1. Marketing n\u1ed9i dung t\u01b0\u01a1ng t\u00e1c l\u00e0 g\u00ec?<\/h3>\n

Vilner gi\u1ea3i th\u00edch r\u1eb1ng marketing n\u1ed9i dung t\u01b0\u01a1ng t\u00e1c l\u00e0 m\u1ed9t lo\u1ea1i marketing n\u1ed9i dung, trong \u0111\u00f3 ng\u01b0\u1eddi d\u00f9ng c\u00f3 th\u1ec3: \u201ctham gia, t\u01b0\u01a1ng t\u00e1c, tr\u1ea3i nghi\u1ec7m qu\u00e1 tr\u00ecnh v\u00e0 h\u1ecdc \u0111\u01b0\u1ee3c \u0111i\u1ec1u m\u1edbi m\u00e0 kh\u00f4ng h\u1ec1 c\u1ea3m th\u1ea5y b\u1ecb coi l\u00e0 m\u1ed9t m\u1ee5c ti\u00eau \u0111\u1ec3 b\u00e1n h\u00e0ng\u201d. M\u1ed9t trong nh\u1eefng v\u00ed d\u1ee5 cho lo\u1ea1i content marketing n\u00e0y ch\u00ednh l\u00e0 h\u00ecnh th\u1ee9c m\u1ed9t cu\u1ed9c kh\u1ea3o s\u00e1t \u00fd ki\u1ebfn tr\u1ef1c tuy\u1ebfn ho\u1eb7c c\u00e1c th\u00f4ng tin d\u01b0\u1edbi d\u1ea1ng tr\u00ecnh chi\u1ebfu,\u2026
\nVilner chia s\u1ebb: \u201cMarketing n\u1ed9i dung t\u01b0\u01a1ng t\u00e1c l\u00e0 h\u00ecnh th\u1ee9c cung c\u1ea5p gi\u00e1 tr\u1ecb cho kh\u00e1ch h\u00e0ng theo c\u00e1ch k\u00edn \u0111\u00e1o\u201d.
\nN\u00f3i m\u1ed9t c\u00e1ch \u0111\u01a1n gi\u1ea3n, \u0111\u00e2y l\u00e0 c\u00e1ch marketing n\u1ed9i dung trong t\u01b0\u01a1ng lai. C\u00e1c v\u00ed d\u1ee5 n\u1ed5i b\u1eadt c\u1ee7a n\u1ed9i dung th\u1ec3 hi\u1ec7n t\u00ednh t\u01b0\u01a1ng t\u00e1c l\u00e0 th\u0103m d\u00f2 \u00fd ki\u1ebfn, infographic v\u00e0 video.<\/p>\n

>>> Xem th\u00eam: 8 xu h\u01b0\u1edbng Digital Marketing quan tr\u1ecdng b\u1eadc nh\u1ea5t d\u00e0nh cho doanh nghi\u1ec7p<\/a><\/p>\n

2. Ph\u1ea3n h\u1ed3i v\u1edbi n\u1ed9i dung t\u01b0\u01a1ng t\u00e1c<\/h3>\n

Levy nh\u1eadn \u0111\u1ecbnh r\u1eb1ng n\u1ed9i dung t\u01b0\u01a1ng t\u00e1c khuy\u1ebfn kh\u00edch m\u1ed9t ng\u01b0\u1eddi th\u1ef1c hi\u1ec7n c\u00e1c h\u00e0nh \u0111\u1ed9ng theo ki\u1ec3u \u0111\u1ed9ng c\u01a1. V\u00ed d\u1ee5 nh\u01b0 vi\u1ec7c tr\u1ea3 l\u1eddi cho c\u00e1c th\u00f4ng tin v\u00e0 t\u00edn hi\u1ec7u theo m\u1ed9t th\u1ee9 t\u1ef1 n\u00e0o \u0111\u00f3, vi\u1ec7c \u0111\u00f3 gi\u00fap t\u0103ng c\u01b0\u1eddng c\u00e1c k\u1ebft n\u1ed1i gi\u1eefa c\u00e1c n\u01a1-ron th\u1ea7n kinh trong n\u00e3o ng\u01b0\u1eddi. \u0110i\u1ec1u n\u00e0y c\u0169ng \u0111\u00f2i h\u1ecfi m\u1ed9t ng\u01b0\u1eddi ph\u1ea3i \u0111\u01b0a ra c\u00e1c l\u1ef1a ch\u1ecdn, k\u00edch ho\u1ea1t m\u1ed9t ph\u1ea1m vi ho\u1ea1t \u0111\u1ed9ng r\u1ed9ng h\u01a1n trong n\u00e3o b\u1ed9 t\u1edbi nh\u1eefng ph\u1ea7n x\u1eed l\u00fd c\u1ea3m x\u00fac, k\u1ebf ho\u1ea1ch h\u00e0nh \u0111\u1ed9ng, t\u01b0 duy nh\u1eadn th\u1ee9c cao, v\u00e0 c\u1ea3 ph\u1ea7n kh\u1ea3 n\u0103ng x\u1eed l\u00fd c\u1ea3m gi\u00e1c.
\nV\u00ec v\u1eady, c\u00e1c marketer h\u00e3y ch\u00fa \u00fd, marketing n\u1ed9i dung t\u01b0\u01a1ng t\u00e1c c\u00f3 th\u1ec3 s\u1ebd tr\u1edf th\u00e0nh \u201cv\u1ecb vua\u201d m\u1edbi trong chi\u1ebfn l\u01b0\u1ee3c marketing t\u01b0\u01a1ng lai.<\/p>\n

Ngu\u1ed3n:\u00a0hbr.org<\/p>","protected":false},"excerpt":{"rendered":"

N\u1ebfu ch\u00fang ta mu\u1ed1n chi\u1ebfn d\u1ecbch content marketing hi\u1ec7u qu\u1ea3 h\u01a1n, ch\u00fang ta c\u1ea7n ph\u1ea3i ti\u1ebfn h\u00e0nh th\u00f4ng minh h\u01a1n, \u0111i\u1ec1u \u0111\u00f3 c\u00f3 ngh\u0129a l\u00e0 t\u1ea1o ra nh\u1eefng n\u1ed9i dung c\u00f3 gi\u00e1 tr\u1ecb h\u01a1n, \u0111\u00fang kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau h\u01a1n. Ng\u00e0y nay, kh\u00f4ng ai c\u00f3 m\u1ed9t ngu\u1ed3n l\u1ef1c v\u00f4 h\u1ea1n. Ch\u00fang ta kh\u00f4ng \u0111\u1ee7 kh\u1ea3 n\u0103ng \u0111\u1ec3 l\u00e0m t\u1ea5t c\u1ea3 m\u1ecdi th\u1ee9 – v\u00e0 ch\u00fang ta kh\u00f4ng n\u00ean \u0111\u1ec3 ng\u01b0\u1eddi ti\u00eau d\u00f9ng\/kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau b\u1ecb cho\u00e1ng ng\u1ee3p b\u1edfi v\u00f4 v\u00e0n lo\u1ea1i h\u00ecnh v\u00e0 h\u00ecnh th\u1ee9c n\u1ed9i dung.<\/p>","protected":false},"author":4,"featured_media":5041,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[128,74],"tags":[644,650],"class_list":["post-4879","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chia-se-kien-thuc","category-blog","tag-chien-luoc-marketing","tag-content-marketing",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/4879","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=4879"}],"version-history":[{"count":10,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/4879\/revisions"}],"predecessor-version":[{"id":15570,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/4879\/revisions\/15570"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/5041"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=4879"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=4879"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=4879"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}