TNG QUAN PHNG PHP

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 Ghi ch
Kha hc 3C : Content Marketing ca Vinalink c
3 Modules hc trong 12 bui : Creative, Content
v Copywriting .
Gip hc vin sng to Ni dung cho Kch bn
video, Bi PR, Ni dung website, Ni dung
fanpage Facebook, Vit li qung co Adwords,
Facebook, Sng to Poster, banner qung co,
To game lan truyn
Website : http://3c.edu.vn
Khai ging : Hng thng ti Hanoi v HCM
Ti liu : Hin y l demo 1 bui hc 3C
Hc vin c thc hnh ngay ti lp
v t Viral content ngay lp tc

Nhm gii nht sau 2 ngy t 10.000 shares trn Facebook

CONTENT IS KING !
Content Marketing l qu trnh to ra v chia s nhng ni dung (content)
C gi tr - ngha (Meanings) thu ht s quan tm tng tc ca
khch hng mc tiu (Mi/ c) cho mc tiu truyn ti thng ip ca cc
giai on truyn thng trong chin lc truyn thng ca Doanh nghip
Cc mc tiu ca CM trong Marketing
tm brand Strategy
Giai on 1 : To s quan tm ch Cn v
cng hu ch, Th v hay emotional
Giai on 2 : Truyn ti thng ip
Giai on 3 : p ng tri nghim
Giai on 4 : Kht khao li ch
Giai on 5 : Gn kt, quan h lu di, gia
tng tnh yu v thin cm
 Ni dung trnh by
trong kch bn c th
A : Attention Gy ch
I : Interest Thch th
D : Desired Ham mun
A : Action Hnh ng
Workflow content marketing
 Mc tiu Content Marketing
Traffics : Ving thm
Leads : Nui dng c hi kinh doanh
Sales : Bn hng
Brand : Thng hiu
Search : Tra cu
Members : Thnh vin gia tng
Shares : chia s
Engagements : Tng tc
 Format 16 th loi
(Kiu ni dung c th hin)
1. nh
2. Video,
3. S kin,
4. Bi bo,
5. Webinar
6. Game 12. Visualization
7. App, 13. Social content
8. Tools, 14. Printed
9. Ebook, 15. Slideshow
10. Email, 16. Bi vit
11. E-Learning,
 50 Th php x l content
Reviews nh gi
How to (Lm th no)
Questions : Dng t cu hi 5W+1H
Time saving : Tit kim thi gian
Best Practice : Kinh nghim tt nht
Case study : Bi hc thc t
Stats : Thng k
 Debates : Cng kch
Interviews : Phng vn
Ask Experts : Hi chuyn gia
Rescues : Cp cu
Linkbait : Cu Lin kt
Hivemind based
Events based : Theo S kin
Research : Nghin cu
 Trends : Xu th, xu hng (Google trends)
Competitions : u tranh
Quizzes : vui
Experiments : Th nghim, tri nghim
Productivity : Nng sut, hiu qu
Fun : Hi hc
Templates : Mu lm sn
Beginner Guides : Hng dn ngi mi
 Knh truyn ni dung
1. Website
2. Blogs
3. Microsites
4. Partner sites
5. Offline media
6. Advertising
7. Editorials
8. Advertorials
 Social media : Facebook, Linkedin, G+
Micro blogging : TWITTER
Documents : Slideshares
Video : Youtube, Vimeo
Pictures : Pinterest, Instagram, Flickr, Hivl
Discussion : Forums, din n chuyn ngnh
 50 Ngi to hp dn
Funny : Vui v, hi
Sexy
Shocking : Gy sc
Moving : Chuyn ng, hnh ng lin tc
Unbelivable : Kh tin
Illuminating : Hiu ng lung linh
Random : Hiu ng ngu nhin
 Zeitgeist : Hp thi i
Cute : D thng
Uplifting : bay bng, nng
Disgusting : Lm gh tm
Cc cm xc trng thi
Cc cm xc theo context
Cc cm xc theo vng min v gii tnh
Cc cm xc theo li sng
 Kim nh ni dung -Copywriting
Search Queries : Log search
SEO : Ti u SEO
Copy editing : Chnh sa ni dung
Formatting : nh dng
Headline Optimization : Git TIT
Tone Of voice : m ging
 Brand guidelines : ng nhn din TH
Plain English : d hiu, n gin
Device Optimization : Ti u thit b
Fact Checking : Kim tra s kin
 Credit source : Ngun trch
Calls to Action : Ku gi hnh ng
Invite feedback : Mi nhn xt gp
 1. Thng ip v mc tiu
Thng ip ca chin lc truyn
thng?
Mc tiu cn t trong giai on no?
1. Giai on to n tng?
2. Giai on kch hot?
3. Giai on tri nghim?
4. Giai on tng sale?
5. Giai on gn kt?
 2. Chin lc v core concept
cho content marketing?
1. i tng khch hng? Nhn khu, li sng,
thit b s dng? ph.
2. Kh nng reach, tm bt lin hon theo chin
dch marketing?
3. c trng ngnh ngh
4. c trng m hnh ni dung ph hp?
5. ng dng cc m hnh no trong 65 m hnh ni
dung?
6. Ra core concept s dng cc keys m hnh
no lm trung tm?
7. Cc concept sng to (Stimulus) no s th hin
 3. KPIs
Xy dng mc tiu c th cn t cho cc
giai on chin dch.
4. PLANNING
1

6 2

- Copywriting
5 3

4
Content Strategy
 Cc th loi CM ph bin
Story Telling : K chuyn tri nghim
Gi v s thnh cng , ngha cuc sng,
trit l cuc sng, bn ng con ngi.
a ra nhng th khin ngi c bt ng,
ngc nhin, l th
Tit l nhng th cha c i th no ni
ng vo Spirit hay tinh thn cao nht nh
c tin, s gic ng.
 Tc ng vo cm xc (Tri tim, Tm Lng, S
v tha, Hnh phc, Tnh mu m, Bn b)
Trch nhim bn thn vi C nhn, Gia nh,
T chc, X hi, Dn tc
Ni dung gio dc ngm nhng bn ngoi l
kch bn gii tr hp dn.
Gi m cc c m v con ngi c th u
t c bng n lc
To ra mt hnh nh/ Video tm tt li s
vic, c s liu v cc mc quan trng
 p ng vn thng tin m khch hng tm
kim nhng cha c ai ni tt nht.
Ni v ci Ti nhng i din cho ca CHUNG
nhm ngi mi ngi trong Nhm soi
mnh .
p ng trng thi cm xc ca nhm ngi
mc tiu (ng tm trng h ang c)
Dn dt vo cuc phiu lu no vi nhng
tnh hung kh on.
ng vin , khch l, khen thng , khin
trch, nhc nh,
 Dy v cch nhn hin thc, mnh ghp hay
gc cuc sng thng nht
Ni v nhng nhn nh , s d bo, tin
on.
Cc vn bc thit m khch hng quan
tm.
Chi ngn ng sng to : Vn iu, v, Th
ca, cu i,
Logic cc vn v l nhng to ra kt qu c
l
 Ba c im ni dung
Ni dung Fresh content
Ni dung Updated Content
Ni dung Fixed content
 Ba c im ni dung
Ni dung gii tr
Ni dung thng tin v gio dc
Ni dung hu ch, ngha
Bi tp cho cc nhm
 Bi tp cho cc nhm
Chn nhm
Chn Topic, Target
Sng to concept
Thng ip v USP, CTA
Sn xut content
 M
HNH
 1. M hnh 5Rs
Requirements : L do m ni dung cn
vit cho n (Gii tr, bn hng, thng bo)
Reach : Khn gi no thch c by gi
v tng lai, ln ca lng c gi
v kh nng a ti s lng .
Relevance : Mc quan trng v thch
th, thi im thch hp i vi c gi?
Richness : Mc tr gi hay c o m
c th to ra c cho ni dung.
 M hnh 5Rs
Revenue : Mc tc ng n sc bn
hng/ marketing ca phn ni dung ti
website/chin dch.
2. M hnh 6 Golden rules
3. M hnh S.M.A.R.T
4. M hnh tip cn
Tham kho 1 : Content for Business
 12 lnh vc digital content
Relation Quan h (Facebook)
Community Cng ng (Webtretho)
Communication Lin lc (Zalo, skype)
News (Editorial content) Tin tc v thng
tin (Vnexpress)
Personal v media (User generated content)
ng dng c nhn v C nhn ha truyn
thng (Blogger, Vatgia...)
Information (Google / Wiki...)
Entertainment (Game/ multimedia)
Niche content Ni dung c
System/Applications H thng v ng
dng
Business Tools Cng c h tr doanh
nghip
Local/ Positioning a phng ha/
nh v v a l
Authoring Xc minh quyn
65 loi hnh ni dung cho
Content marketing
 Cu trc
ca ni dung bi vit
1. Cu trc
kim t thp
Ngc
Cu trc Kim t thp xui
Cu trc x l 6W+1H
Cu trc ch nht
Cu trc lit k theo
s kin thi gian
Cu trc vng trn khp kn
 Khai ging thng 7/2015
Hanoi : Ngy 9/7/2015 ti HANOI
HCM : Ngy 21/7/2015 ti TPHCM
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