CONTENT MARKETING: THE MANAGEMENT OF DIGITAL ASSETS

Post written by Ch.Fahad, 32 years old, is the General Director of Smart it link, a digital agency focused on Content, SEO and Digital Marketing. “Asset” is an accounting concept for the capital stock of a company. Equipment, machinery, buildings, computers, real and personal property are quantifiable assets. IN addition to tangible and easily quantifiable assets, such as a computer or a car, intangible assets also count, such as brand equity, for example.

Assets are one of the greatest attractions of shareholders for a company, because the greater the equity, the greater the investment capacity and the generation of profits. A company with good assets is generally a profitable company.

In the field of intangible assets, those that generate value but are more difficult to quantify, I draw attention to a type of asset that companies often overlook:

A good domain name can be worth millions, like pizza.com, which was sold in 2008 for $ 2.6 million. If a company has a portfolio with good domains in its segment, surely each of them is certainly worth much more than the costs of annuity and hosting. Imagine the value that the real estate domain could have for a real estate company in a large urban center, for CRECI or for a real estate portal.

But just a good domain does not mean traffic or qualified visitors, to obtain a quality visitation, it takes much more than a good .com. This is one of the classic mistakes that SEO led many people to make: making weak content and having a strong domain to stand out. It funcinated for a long time, and it still works, but soon it won’t be enough anymore.

Planning, Strategy, Quality Content, Integration and Relationship with Customers are factors much more important than the domain, for example. But it is easier to look for shortcuts than to do the hard work!

EACH PROFILE ON THE SOCIAL NETWORK IS A POINT OF CONTACT

Among the 4 P’s of marketing, the POS (Point of Sale) has always been important to establish direct contact with the customer, especially the customer of the product, who when buying retail has contact only with the product, many times without experiencing the experience. branded.

On the internet, social networks have revolutionized PDF, allowing the customer to have contact and live the experience of the brand in several different channels, not only at the POS.

I call this touchpoints, as the same message can be conveyed through email marketing, Facebook, and Twitter, but reach the customer only on one of these channels, usually the customer’s preferred channel, not the brand. The brand, in this context, has to adapt and reach where it can, but it is the customer who chooses when and where to receive the messages.