{"id":36665,"date":"2015-09-10T09:30:30","date_gmt":"2015-09-10T09:30:30","guid":{"rendered":"http:\/\/blog.buzzoole.com\/?p=36665"},"modified":"2015-12-29T17:50:44","modified_gmt":"2015-12-29T17:50:44","slug":"il-post-come-una-performance","status":"publish","type":"post","link":"https:\/\/blog.buzzoole.com\/it\/content-marketing\/il-post-come-una-performance\/","title":{"rendered":"Il Post Come Nuova Performance"},"content":{"rendered":"<p>Secondo una recente<a href=\"http:\/\/www.slideshare.net\/WOMMAChicago\/the-state-of-word-of-mouth-marketing-survey-2014\" target=\"_blank\"> indagine<\/a> condotta dal WOMMA, Word of Mouth Marketing Association, il Word of mouth e le attivit\u00e0 di social media marketing rappresentano temi caldi nelle comunit\u00e0 dei marketer.<!--more--><\/p>\n<p>In particolare, stando ai risultati di questa indagine, la gran parte degli intervistati ha dichiarato di prevedere un aumento consistente del budget allocato a queste attivit\u00e0 (circa +70%) mentre l\u2019ostacolo principale all\u2019utilizzo di queste attivit\u00e0 \u00e8 rappresentato dalla difficolt\u00e0 nel misurare il ritorno sull\u2019investimento di tali attivit\u00e0.<\/p>\n<figure id=\"attachment_36669\" aria-describedby=\"caption-attachment-36669\" style=\"width: 415px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-36669\" src=\"http:\/\/blog.buzzoole.com\/wp-content\/uploads\/2015\/09\/photo-1_1.png\" alt=\"photo-1_1\" width=\"415\" height=\"237\" srcset=\"https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2015\/09\/photo-1_1.png 950w, https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2015\/09\/photo-1_1-300x171.png 300w\" sizes=\"(max-width: 415px) 90vw, 415px\" \/><figcaption id=\"caption-attachment-36669\" class=\"wp-caption-text\">(<a href=\"http:\/\/www.slideshare.net\/WOMMAChicago\/the-state-of-word-of-mouth-marketing-survey-2014\" target=\"_blank\">fonte<\/a>)<\/figcaption><\/figure>\n<p>Alla domanda, \u201c<em>perch\u00e9 dovrei investire in attivit\u00e0 di passaparola online e creazione di contenuto<\/em>\u201d noi, in Buzzoole, siamo soliti rispondere che chiaramente il contenuto non \u00e8 l\u2019unico metodo per condurre traffico e generare lead ma \u00e8 anche un valore di lungo termine in grado di produrre benefici legati all\u2019 awareness, alla SEO, all\u2019ottimizzazione dei costi di conversion\/paid e molto altro ancora.<\/p>\n<p>Inoltre, la sua performance \u00e8 certa: un post, a differenza di una view (secondo un recente<a href=\"https:\/\/www.thinkwithgoogle.com\/infographics\/5-factors-of-viewability.html\" target=\"_blank\"> studio<\/a> condotto da Google il 56,1% delle view non viene visto) o di un click (sempre Google, in altro <a href=\"http:\/\/adwords.blogspot.it\/2015\/06\/better-click-quality-on-display-ads.html\" target=\"_blank\">post<\/a> conferma che oltre il 50% dei click sugli annunci \u00e8 accidentale) \u00e8 una performance assolutamente tangibile.<\/p>\n<p>Quindi, se state valutando un investimento in content marketing e passaparola online, ecco a voi tre ragioni per le quali tale scelta, secondo noi, \u00e8 efficace:<\/p>\n<p><strong>1) Credibilit\u00e0 e Competenza<\/strong><\/p>\n<p>Nel momento in cui il consumatore valuta se acquistare un prodotto e\/o servizio, soprattutto in un ambito B2B, la sua scelta \u00e8 indirizzata verso quei partner che sono in grado di dimostrare competenza e credibilit\u00e0. Credibilit\u00e0, intesa come capacit\u00e0 di essere una fonte di informazioni attendibili e di valore; competenza, intesa come capacit\u00e0 di esser in grado di raggiungere gli obiettivi dichiarati, qualora decidesse di affidare a voi il vostro business. Inoltre, se non redatti da voi, i contenuti beneficiano dell\u2019autorit\u00e0 della persona che li redige.<\/p>\n<p><strong>2) Coinvolgimento<\/strong><\/p>\n<p>I contenuti sono il carburante delle attivit\u00e0 di social media ed il punto di partenza attraverso cui generare una conversazione efficace con il proprio target e generare una relazione basata su loyalty ed advocacy.<\/p>\n<p><strong>3) Benefici SEO<\/strong><\/p>\n<p>I contenuti ed i post in generale, sono performance durature che permangono nel tempo.<br \/>\nCreano benefici sia per il posizionamento del proprio sito aziendale (link popularity) sia in termini di awareness nella SERP.<\/p>\n<p><strong>4) Autorevolezza e Trust<\/strong><\/p>\n<p>I contenuti beneficiano dell\u2019autorevolezza delle persone che li redigono e questo, \u00e8 ancora pi\u00f9 vero per le attivit\u00e0 di influencer marketing in cui all\u2019autorevolezza si aggiunge anche il trust della persona che \u201cda il via\u201d al passaparola.<\/p>\n<p>Che ne pensate? Quanto incidono le attivit\u00e0 di content marketing all\u2019interno del piano media del vostro business? Quanto sono efficaci nella generazione delle vendite? Ditecelo con un commento.<\/p>\n<p>Se volete scoprire di pi<span class=\"_5yl5\" data-reactid=\".lo.1:$mid=11441718892996=2f98d41de158cdf4153.2:0.0.0.0.0\"><span data-reactid=\".lo.1:$mid=11441718892996=2f98d41de158cdf4153.2:0.0.0.0.0.0\">\u00f9<\/span><\/span> sui Converged Media, leggete il nostro ultimo <a href=\"http:\/\/blog.buzzoole.com\/it\/content-marketing\/converged-media\/\" target=\"_blank\">post<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Secondo una recente indagine condotta dal WOMMA, Word of Mouth Marketing Association, il Word of mouth e le attivit\u00e0 di social media marketing rappresentano temi caldi nelle comunit\u00e0 dei marketer.<\/p>\n","protected":false},"author":7,"featured_media":36678,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[86,81],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Il Post Come Nuova Performance | Buzzoole Blog<\/title>\n<meta name=\"description\" content=\"Come misurare l&#039;impatto delle attivit\u00e0 di Word of Mouth? Leggi il post per scoprire il beneficio delle attivit\u00e0 di content marketing sul tuo business.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.buzzoole.com\/it\/content-marketing\/il-post-come-una-performance\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Il Post Come Nuova Performance | Buzzoole Blog\" \/>\n<meta property=\"og:description\" content=\"Come misurare l&#039;impatto delle attivit\u00e0 di Word of Mouth? Leggi il post per scoprire il beneficio delle attivit\u00e0 di content marketing sul tuo business.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog.buzzoole.com\/it\/content-marketing\/il-post-come-una-performance\/\" \/>\n<meta property=\"og:site_name\" content=\"Buzzoole\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Buzzoole\" \/>\n<meta property=\"article:published_time\" content=\"2015-09-10T09:30:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2015-12-29T17:50:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2015\/09\/convergedMedia2.png\" \/>\n\t<meta property=\"og:image:width\" content=\"900\" \/>\n\t<meta property=\"og:image:height\" content=\"500\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Marta Zienkiewicz\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@buzzoole\" \/>\n<meta name=\"twitter:site\" content=\"@buzzoole\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/blog.buzzoole.com\/it\/content-marketing\/il-post-come-una-performance\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/blog.buzzoole.com\/it\/content-marketing\/il-post-come-una-performance\/\"},\"author\":{\"name\":\"Marta Zienkiewicz\",\"@id\":\"https:\/\/blog.buzzoole.com\/it\/#\/schema\/person\/c903855513eb76e31f725b9d968d4ff2\"},\"headline\":\"Il Post Come Nuova Performance\",\"datePublished\":\"2015-09-10T09:30:30+00:00\",\"dateModified\":\"2015-12-29T17:50:44+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/blog.buzzoole.com\/it\/content-marketing\/il-post-come-una-performance\/\"},\"wordCount\":469,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/blog.buzzoole.com\/it\/#organization\"},\"image\":{\"@id\":\"https:\/\/blog.buzzoole.com\/it\/content-marketing\/il-post-come-una-performance\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2015\/09\/convergedMedia2.png\",\"articleSection\":[\"business @it\",\"Content Marketing\"],\"inLanguage\":\"it-IT\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/blog.buzzoole.com\/it\/content-marketing\/il-post-come-una-performance\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blog.buzzoole.com\/it\/content-marketing\/il-post-come-una-performance\/\",\"url\":\"https:\/\/blog.buzzoole.com\/it\/content-marketing\/il-post-come-una-performance\/\",\"name\":\"Il Post Come Nuova Performance | Buzzoole Blog\",\"isPartOf\":{\"@id\":\"https:\/\/blog.buzzoole.com\/it\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/blog.buzzoole.com\/it\/content-marketing\/il-post-come-una-performance\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/blog.buzzoole.com\/it\/content-marketing\/il-post-come-una-performance\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2015\/09\/convergedMedia2.png\",\"datePublished\":\"2015-09-10T09:30:30+00:00\",\"dateModified\":\"2015-12-29T17:50:44+00:00\",\"description\":\"Come misurare l'impatto delle attivit\u00e0 di Word of Mouth? 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