{"id":1596,"date":"2015-05-05T12:34:40","date_gmt":"2015-05-05T10:34:40","guid":{"rendered":"https:\/\/blog.tradetrackeritaly.it\/?p=1596"},"modified":"2020-06-12T14:54:01","modified_gmt":"2020-06-12T14:54:01","slug":"le-metriche-del-content-marketing","status":"publish","type":"post","link":"https:\/\/tradetracker.com\/it\/le-metriche-del-content-marketing\/","title":{"rendered":"Le metriche del Content Marketing"},"content":{"rendered":"<p>Oggi nel business di un\u2019azienda i contenuti sono una componente chiave per determinare il successo.<\/p>\n<p>Per avere una visione completa di un piano di <strong>content marketing<\/strong> e avere la capacit\u00e0 di monitorare i contenuti, esistono quattro distinte categorie di indici di valutazione.<\/p>\n<ul>\n<li><strong>Consumo e fruizione dei contenuti<\/strong>;<\/li>\n<li><strong>Metriche di condivisione<\/strong>;<\/li>\n<li><strong>Generazione di lead<\/strong>;<\/li>\n<li><strong>Metriche di vendita<\/strong>.<\/li>\n<\/ul>\n<p>Nella prima categoria rientrano il consumo e la fruizione dei contenuti, ossia quanti utenti hanno fruito dei contenuti pubblicati, con quale frequenza e attraverso quali canali. Ci\u00f2 \u00e8 facilmente monitorabile attraverso Google Analytics o dagli insight di Youtube o Facebook. Questo permette la misurazione del brand awareness e dell\u2019analisi del traffico degli utenti, distinguendo i visitatori nuovi e vecchi, il numero di pagine visitate e durata della visita nel caso di un sito o di un blog, oppure tra i tassi di apertura e il CTR nel caso di contenuti veicolati attraverso un piano di email marketing, o anche tra il numero di fan\/follower e la portata raggiunta nel caso di una pagina Facebook o di un profilo Twitter.<\/p>\n<p>La seconda categoria \u00e8 quella delle metriche di condivisione, che permettono di analizzare gli indici di apprezzamento di un contenuto che gli utenti condividono dai loro profili. Essi condividono solo i contenuti informativi e capaci di creare un valore aggiunto.\u00a0 Come esempio basta pensare agli insight dei social, che sono in grado di riportare il numero di retweet e la condivisione di un contenuto.<\/p>\n<p>Una volta che un contenuto \u00e8 stato fruito e condiviso, ecco la terza metrica: quella della generazione di <strong>lead<\/strong>. Essa avviene tramite il completamento di un form e il successivo download di un contenuto, tracciabile tramite un CRM o un sistema di tracciamento di URL. Esistono poi alcune piattaforme che consentono di monitorare i volumi di commenti ad un post di un blog e la conversion rate, ossia la percentuale di utenti che fruiscono di un dato contenuto e si trasformano in lead.<\/p>\n<p>L\u2019obiettivo finale di una strategia di content marketing \u00e8 far crescere il business di un\u2019azienda. Dalle lead quindi si passa agli obiettivi monetari. L\u2019ultima categoria \u00e8 quella della misurazione delle metriche di vendita, la quale risponde all\u2019esigenza di generare vendite e aumentare il volume di affari attraverso contenuti. Tra le metriche funzionali a questo tipo di analisi ritroviamo, ovviamente i volumi di vendite on-line e off-line, tracciabili attraverso <strong>CRM<\/strong>\u00a0 e programmi di analisi complesse che consentono di assegnare una specifica valenza economica a ciascun contenuto. Una simile strategia presuppone un sistema di tracciamento di tutto il flusso di comunicazione che origina conversioni e vendita, su un\u2019ampia scala temporale e con una prospettiva approfondita, in grado di considerare ogni singolo step del processo di acquisizione di lead.<\/p>\n<p>Usare bene lo strumento contenuto permette di avere un ottimo business!<\/p>\n<p>Source<\/p>\n<p>insidemarketing.it<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Oggi nel business di un\u2019azienda i contenuti sono una componente chiave per determinare il successo. Per avere una visione completa di un piano di content marketing e avere la capacit\u00e0 di monitorare i contenuti, esistono quattro distinte categorie di indici di valutazione. Consumo e fruizione dei contenuti; Metriche di condivisione; Generazione di lead; Metriche di  [&#8230;]<\/p>\n","protected":false},"author":69,"featured_media":1597,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1717,39],"class_list":["post-1596","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-arch","category-non-categorizzato"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.0 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Le metriche del Content Marketing - TradeTracker.com<\/title>\n<meta name=\"description\" content=\"Oggi nel business di un\u2019azienda i contenuti sono una componente chiave per determinare il successo. 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