tin u t content marketing theo xu hng nhng mt s doanh nghip Vit li

t lm kh mnh khi khng xc nh c mc tiu ct li ca chin dch, ri

khng t n thnh cng bt c phng din g.
Anh ti truyn thng s hi t trong hi tho Content Marketing
6 sai lm git cht chin lc Content marketing ca doanh nghip Vit
Khm ph sc tc ng ca Content Marketing n quyt nh mua hng
'Khi Click v Brick song hnh' - S kin Content Marketing ng mong i nht 2014

ng Nguyn ng Ngc, ng Gim c iu hnh H thng Qung co trc tuyn Admicro

(VCCorp) chia s:
"Content marketing khng phi mt xu hng nht thi, d c nhn ra hay khng th trc gi,
trong cc hot ng qung co tip th ca mnh, cc doanh nghip u vn dng content.
Tuy nhin, nng tm n ln thnh chin lc trong thi i s, i hi doanh nghip c tm
nhn di hn, nng lc nm bt v hiu r v thi quen, nhu cu ca ngi dng internet
Vit Nam. Bn cnh vic dm mo him, khng ngn ngi thay i chin thut thng xuyn,
doanh nghip cng lun cn bm st cc s liu o lng hiu qu thc t, trnh 'nm tin qua
ca s'. Th mnh ca mi doanh nghip chnh l c s u tin xy dng mt chin lc
content marketing c gi tr."
Di y l 6 sai lm ph bin m cc doanh nghip Vit thng xuyn dnh phi khi bt tay
lm tip th ni dung v gi gii php cho cc vn .

1. Website: Ch cp nht thng tin trn mng

Trn 90% doanh nghip Vit ang duy tr website bng cch cp nht thng tin lin quan n
lnh vc, ngnh ngh, thng hiu ca mnh t cc t bo v trang tin tc chuyn ngnh khc.
Bin son v tp hp thng tin l cch nhanh v r nht c c nhng bi vit a dng,
chuyn su. Tuy nhin, cha k n cc vn bn quyn, th uy tn thp, th hng website trn
cc cng c tm kim thp, lng truy cp thc t t i v kh nng quy ra ra gi tr kinh t thp
l ci gi phi tr cho cch lm "tit kim" ny.
Gii php: lm content marketing trn website, hy xc nh gi tr thng tin su nht, hu
ch nht bn c th mang li cho khch hng, v c gng tr thnh chuyn gia trong ni dung .
Thng xuyn khuch trng gi tr cc bi ng ny bng cch y mnh SEO v bn quyn,
tch cc chia s ni dung ln cc din n, mng x hi, c bit trong cc hi nhm c lin quan
trc tip.
2. Ch sng chuyn gia ngoi
Vi nhng th mnh v kinh nghim, uy tn, ch phi tr tin khi hi lng vi cht lng sn
phm, ngy cng nhiu doanh nghip khng ngn ngi b tin thu cc chuyn gia, cc cng ty
t vn xy dng v vn hnh cc chin dch content marketing cho mnh.
Tuy nhin, giao ph 100% chin lc ni dung ca mnh cho h khng phi gii php khn
ngoan. Th nht, h c th rt gii, nhng cha chc hiu su v sn phm, gi tr ct li v
tm nhn chin lc ca cng ty. Th hai, bn c th tm n h th ngi khc, bao gm cc i

th kinh doanh ca bn cng c th. Bn cnh , nguy c v bo mt cng l vn khng th

xem thng.
Gii php: Song song vi vic nh cy cc blogger, chuyn gia v cng ty t vn chuyn nghip
bn ngoi, hy tch cc xy dng v pht trin i ng chuyn gia ni b, bt u t vic la
chn nhng nhn vin tim nng, o to v xy dng thng hiu c nhn cho h. Vic c c
mt i ng chuyn gia hiu su sn phm v chin lc, gn b lu di vi cng ty v to ra
nhng sn phm truyn thng c o l phn thng xng ng cho s kin nhn v chi ph c
hi ban u.
3. Cm nang ui khch
Nhng thng tin hu ch, s liu cng phu, phn tch chuyn su lun c sc hp dn v gp
phn ng k cho uy tn ca thng hiu. Mt s cng ty thm ch cn c c ngun thu ng
k t vic bn nhng sn phm ni dung ny.
Tuy nhin, qu t tin tnh chuyn su, gi tr, hu ch ca ti liu khin nhiu cng ty khng
quan tm n cm nhn ca ngi dng. H thit k nhng cm nang qu di v lm gi sn
phm bng nhng ro cn nh yu cu khch hng phi ng nhp, li email, thm ch tr ph
xem c vn bn, trong khi khng h cho khch hng mt c s no ho hng mc v.
Nn nh rng khch hng thi nay c rt nhiu la chn, h s khng tn thi gian tm hiu
th vn d khng h gi m.
Gii php: Cn n mt kho st nghim tc bit chc di cm nang ca bn l va vn
khin s ng i tng mc tiu mun c n trang cui cng. "Tng" khch hng nhng
on xem th hp dn h mun b cng sc v tin bc ra xem bn y .

4. Ch cn c video

Sc lan truyn khng khip v kh nng to tro lu nhanh chng, mnh m ca cc clip hot trn
Youtube khin nhiu ngi ngh rng, tt c nhng g h cn lm l to ra mt video c kh
nng lan truyn.
Trn thc t, video cng nh mt liu thuc tt, n khng cha c bch bnh v cn c
ung ng gi. Ngay c khi video ca bn c chia s khp ni m s ni ting khng dn
n nhng hiu qu o m c nh thng hiu, th trng hay doanh s th vn c l mt
khon u t tht bi.
Mt TVC thnh cng cn tp trung truyn ti mt s thng ip nht nh, phc v cho mt mc
tiu nht nh v c pht ng lc. Kho st ca Outbrand (US) cho thy, khng phi bui
sng, m chnh gi ngh tra mi l thi im ngi dng cp nht thng tin nhiu nht.
Gii php: Lun ghi nh rng TVC l gii php hiu qu, nhng khng th tn ti n l, tch
ri khi chin lc content marketing tng th vi thng ip ct li xuyn sut. H tr ngi
xem bng nhng on m t ngn gn cng nh li bnh th v v ni dung clip, gip h c th
hiu v hng th vi n ngay c khi khng th xem trn vn.
5. Mobile marketing: Ch y tin bui sng
Quan nim cho rng lng truy cp trn mobile cao nht vo bui sng khng hon ton chnh
xc. i vi nhng khu vc m c gi a phn l dn vn phng ngy lm 8 ting, nh truy
cp trn thit b di ng cao nht l vo bui chiu v ti, khi h ri my tnh cng s.
Gii php: La chn ni dung v hnh thc ng ti ph hp vi thit b truy cp chim u th
vo tng thi im. Nm c thng tin chi tit v tc truy cp, kch thc mn hnh, xu
hng la chn tin tc theo khung gi, gii tnh... s gip bn khng b ph bt c c hi no
tip cn khch hng mt cch hiu qu nht trn mobile.
6. K hoch "trn tri"
Mt sai lm ph bin ca gii marketers trong nc l qu t s dng cc s liu o lng thc
t, dn n p t t duy ch quan ca mnh cho ngi dng. iu ny c bit nguy him trong
content marketing, ni cc chin lc khng theo dng "nh nhanh thng nhanh", m cn c
thi gian thm thu v pht huy tc dng.

Suy ngh "content is king" (ni dung l vua) ch ng mt phn. Ni dung tt vn hon ton c
th tht bi nu truyn ti thiu hiu qu, sai i tng mc tiu, vo thi im khng ph hp,
thng qua cc knh phn phi khng ph hp v cha lng thi gian cn thit.
Gii php: Nghin cu k i tng mc tiu trc khi ln chin lc content marketing, vn
dng tng lc tt c cc cng c truyn b tt nht, m bo rng cc knh v cc cng c bn s
dng phi lin kt cht ch vi nhau.
A.D
Theo Tr Thc Tr
Tags: chin dch, content marketing, doanh nghip