Três erros na gestão de conteúdo para marcas [@mundodmarketing}
Autor: Fica que tem fonte | Publicado: 2011-08-18T11:49:00-07:00

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Não conversar com as pessoas, não ter visibilidade e começar pela plataforma são os principais
É uma realidade sem volta: as marcas viraram mídia e algumas delas estão desenvolvendo conteúdo para se aproximar de seus clientes e potenciais consumidores. Já é um grande passo, mas é preciso ir além. Principalmente no ambiente digital. A cada dia que passa há novos sites, blogs, twitters, fanpages, aplicativos, perfis com vídeos no YouTube e comunidades. E a cada hora nascem novos erros. Muitos. Todos com relevância e que, juntos, são responsáveis por projetos que acabam não cumprindo seu objetivo principal: vender.
O primeiro erro é começar o desenvolvimento de conteúdo pela plataforma. “Vamos fazer um blog? Uma fanpage? Criar vídeos? Temos que entrar no Twitter”. Sim, mas qual é o objetivo estratégico da empresa que será contemplado com esta ferramenta? A que ele vai servir? Como será a mensuração? A quem será dirigido, especificamente? Para toda mídia criada é preciso ter claro o objetivo dela, que deve estar – direta ou indiretamente – atrelado a vendas.
Muitos projetos focam apenas no branding e/ou no relacionamento. Sim, sem dúvidas eles são importantes e devem ser contemplados. Mas é preciso retornar o investimento da marca e fazer as vendas crescerem. Esta é a medida de sucesso dos canais da marca e que fará com que eles sejam sustentáveis e se desenvolvam cada vez mais.
Não adianta ser legalzinhoO segundo grande erro é desenvolver um belo projeto, mas que não tem visibilidade. Perdi a conta de quantos sites, blogs, vídeos, aplicativos e perfis no Twitter de pequenas, médias e grandes empresas estão às moscas, com meia dúzia de gatos pingados acessando. Ok, quantidade não significa qualidade, diria o professor do primário. Sim, em alguns casos pode haver uma pequena comunidade em volta da marca que é super ativa e traz retorno. Mas estou falando realmente de pouquíssimos views, seguidores, conversas etc.
Não citarei nomes para não ser injusto, mas recentemente uma empresa desenvolveu um projeto interessante que se perdeu no objetivo e na visibilidade. Começou com uma ideia diferente, mas quando olhamos quantas pessoas viram, não passava de uma média de 100 views nos vídeos. Muito pouco pelo investimento e pelo tempo gasto. É preciso criar barulho.
E esse barulho se faz com o básico que é, sim, utilizar os meios tradicionais e digitais para chamar para o conteúdo e, principalmente, além de dar voz ao consumidor, conversar com ele. E este é o terceiro erro mais comum. As marcas que produzem conteúdo, munição para desencadear um diálogo, não conversam com seus consumidores. Viram mídia de 15 anos atrás. Seus conteúdos não são relevantes ao ponto das pessoas compartilharem, se engajarem, participarem, comentarem sobre eles. Fica tudo restrito ao mesmo grupinho de sempre. Sem resultado para a empresa. Antes de começar a desenvolver conteúdo para a marca no ambiente digital, portanto, é preciso planejar. Elementar, mas pouco, muito pouco praticado.
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 <![endif]-->  Editorial  Bruno Mello, Editor Executivo do Mundo do Marketing (revista eletrônica especializada que informa, discute e promove o mercado de Marketing)