{"id":41261,"date":"2023-12-10T02:36:19","date_gmt":"2023-12-10T02:36:19","guid":{"rendered":"https:\/\/masterskills.org\/blog\/6-y-tuong-content-ma-bat-ki-ai-lam-marketing-cung-nen-danh-cap-tu-ibm.html"},"modified":"2023-12-13T04:41:21","modified_gmt":"2023-12-13T04:41:21","slug":"6-y-tuong-content-ma-bat-ki-ai-lam-marketing-cung-nen-danh-cap-tu-ibm","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/6-y-tuong-content-ma-bat-ki-ai-lam-marketing-cung-nen-danh-cap-tu-ibm.html","title":{"rendered":"6 \u00fd t\u01b0\u1edfng content m\u00e0 b\u1ea5t k\u00ec ai l\u00e0m marketing c\u0169ng n\u00ean \u201c\u0111\u00e1nh c\u1eafp\u201d t\u1eeb IBM"},"content":{"rendered":"
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B\u00e0i vi\u1ebft d\u01b0\u1edbi \u0111\u00e2y \u0111\u01b0\u1ee3c chuy\u1ec3n ng\u1eef t\u1eeb b\u00e0i b\u00e1o c\u1ee7a Marcia Riefer Johnston \u0111\u0103ng t\u00ean t\u1edd Content Marketing Institue v\u00e0o \u0111\u1ea7u . C\u00e1c \u00fd t\u01b0\u1edfng n\u00e0y c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u0111\u00fac k\u1ebft ng\u1eafn g\u1ecdn trong danh s\u00e1ch d\u01b0\u1edbi \u0111\u00e2y.<\/p>\n

N\u0103m tr\u01b0\u1edbc, t\u00f4i c\u00f3 1 cu\u1ed9c ph\u1ecfng v\u1ea5n v\u1edbi Andrea Ames l\u00e0m vi\u1ec7c t\u1ea1i IBM m\u00e0 ch\u1ec9 ri\u00eang t\u00ean ch\u1ee9c v\u1ee5 c\u1ee7a c\u00f4 th\u00f4i c\u0169ng khi\u1ebfn t\u00f4i th\u1ea5y m\u1ec7t: nh\u00e0 chi\u1ebfn l\u01b0\u1ee3c n\u1ed9i dung, ki\u1ebfn tr\u00fac v\u00e0 thi\u1ebft k\u1ebf. Trong b\u00e0i b\u00e1o n\u00e0y, t\u00f4i s\u1ebd chia s\u1ebb nh\u1eefng \u00fd t\u01b0\u1edfng \u0111\u00e1ng gi\u00e1 t\u1eeb bu\u1ed5i ph\u1ecfng v\u1ea5n n\u00e0y – nh\u1eefng \u00fd t\u01b0\u1edfng c\u00f3 th\u1ec3 gi\u00fap b\u1ea1n hay b\u1ea5t k\u00ec 1 marketer n\u00e0o m\u1edf r\u1ed9ng quy tr\u00ecnh l\u00e0m n\u1ed9i dung v\u00e0 mang t\u1edbi nh\u1eefng tr\u1ea3i nghi\u1ec7m \u0111\u00e1ng gi\u00e1 cho kh\u00e1ch h\u00e0ng.<\/p>\n

T\u1ea1o n\u1ed9i dung gi\u00fap x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng – N\u1ed9i dung ch\u00ednh l\u00e0 m\u1ed9t nh\u00e2n vi\u00ean b\u00e1n h\u00e0ng m\u1edbi<\/h2>\n

V\u00e0o th\u1eddi \u0111\u1ea1i ng\u00e0y nay v\u00e0 h\u01a1n bao gi\u1edd h\u1ebft, ch\u00fang ta \u0111ang x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng th\u00f4ng qua n\u1ed9i dung<\/strong> ch\u1ee9 kh\u00f4ng ph\u1ea3i b\u1eb1ng c\u00e1c cu\u1ed9c g\u1eb7p m\u1eb7t tr\u1ef1c ti\u1ebfp. Andrea ch\u1ec9 ra r\u1eb1ng v\u00e0o n\u0103m 2011, ng\u01b0\u1eddi mua h\u00e0ng c\u00f4ng ngh\u1ec7 th\u00f4ng qua n\u1ed9i dung chi\u1ebfm 56% v\u00f2ng quay doanh thu trong khi ch\u1ec9 21% l\u00e0 n\u00f3i chuy\u1ec7n tr\u1ef1c ti\u1ebfp v\u1edbi ng\u01b0\u1eddi b\u00e1n h\u00e0ng<\/strong>. C\u00f4 n\u00f3i: “Khi ch\u00fang ta nh\u1eadn ra r\u1eb1ng n\u1ed9i dung c\u00f3 ti\u1ec1m n\u0103ng x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 l\u1edbn h\u01a1n nhi\u1ec1u so v\u1edbi n\u00f3i chuy\u1ec7n tr\u1ef1c ti\u1ebfp th\u00ec \u0111\u00f3 l\u00e0 \u0111i\u1ec1u r\u1ea5t quan tr\u1ecdng. N\u1ed9i dung c\u1ee7a b\u1ea1n ch\u00ednh l\u00e0 1 c\u01a1 h\u1ed9i b\u00e1n h\u00e0ng<\/strong><\/em>“.<\/p>\n

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Ng\u01b0\u1eddi \u0111\u1ecdc n\u1ed9i dung c\u1ee7a b\u1ea1n kh\u00f4ng ch\u1ec9 \u0111\u1ecdc cho b\u1ea3n th\u00e2n h\u1ecd. Nh\u01b0 Andrea gi\u1ea3i th\u00edch: “H\u1ecd t\u1ea1o ra n\u1ed9i dung v\u00e0 chia s\u1ebb v\u1edbi s\u1ebfp, r\u1ed3i t\u1eeb \u0111\u00f3 s\u1ebfp l\u1ea1i chia s\u1ebb t\u1edbi c\u1ea3 \u0111\u1ed9i. Ng\u01b0\u1eddi \u0111\u1ecdc ch\u00ednh l\u00e0 ng\u01b0\u1eddi \u1ea3nh h\u01b0\u1edfng<\/em>“. H\u00e0nh tr\u00ecnh c\u1ee7a m\u1ed7i kh\u00e1ch h\u00e0ng bao g\u1ed3m qu\u00e1 tr\u00ecnh tr\u01b0\u1edbc v\u00e0 sau khi mua. Th\u00f4ng th\u01b0\u1eddng th\u00ec giai \u0111o\u1ea1n cu\u1ed1i c\u00f9ng \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 giai \u0111o\u1ea1n ch\u1ea5p thu\u1eadn – advocacy<\/strong> – thu\u1eadt ng\u1eef ri\u00eang c\u1ee7a IBM. \u0110\u00e2y l\u00e0 nh\u1eefng g\u00ec m\u00e0 Andrea chia s\u1ebb v\u1ec1 giai \u0111o\u1ea1n \u0111\u00e1ng m\u01a1 \u01b0\u1edbc n\u00e0y:<\/p>\n

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B\u1ea1n s\u1ebd kh\u00f4ng c\u00f3 \u0111\u01b0\u1ee3c s\u1ef1 ch\u1ea5p thu\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng n\u1ebfu kh\u00f4ng khi\u1ebfn h\u1ecd c\u1ea3m th\u1ea5y h\u1ecd c\u00f3 1 m\u1ed1i quan h\u1ec7 v\u1edbi b\u1ea1n, v\u1edbi c\u00f4ng ty c\u1ee7a b\u1ea1n, ph\u1ea7n m\u1ec1m c\u1ee7a b\u1ea1n, ph\u1ea7n c\u1ee9ng c\u1ee7a b\u1ea1n, s\u00e1ch d\u1ea1y n\u1ea5u \u0103n c\u1ee7a b\u1ea1n hay b\u1ea5t c\u1ee9 1 th\u1ee9 g\u00ec kh\u00e1c. S\u1ebd kh\u00f4ng ai l\u00ean blog c\u1ee7a m\u00ecnh v\u00e0 n\u00f3i “\u0110\u00f3 l\u00e0 cu\u1ed1n s\u00e1ch d\u1ea1y n\u1ea5u \u0103n hay nh\u1ea5t t\u00f4i t\u1eebng \u0111\u1ecdc” hay “Ph\u1ea7n m\u1ec1m c\u1ee7a IBM th\u1ef1c s\u1ef1 l\u00e0 1 qu\u1ea3 bom” n\u1ebfu nh\u01b0 h\u1ecd kh\u00f4ng c\u00f3 1 m\u1ed1i quan h\u1ec7 v\u1edbi b\u1ea1n.<\/p>\n<\/blockquote>\n

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Kh\u00f4ng th\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c m\u1ed1i quan h\u1ec7 \u0111\u00f3 b\u1eb1ng c\u00e1ch n\u00f3i: “Xin ch\u00e0o kh\u00e1ch h\u00e0ng c\u1ee7a IBM. B\u1ea1n c\u00f3 th\u00edch s\u1ea3n ph\u1ea9m c\u1ee7a ch\u00fang t\u00f4i kh\u00f4ng? H\u00e3y th\u1ef1c hi\u1ec7n kh\u1ea3o s\u00e1t tr\u1ef1c tuy\u1ebfn n\u00e0y<\/em>“. IBM bi\u1ebft kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh l\u00e0 ai v\u00e0 bi\u1ebft h\u1ecd \u0111\u00e3 mua g\u00ec. Nh\u01b0ng \u0111\u1ec3 x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng, marketer “c\u1ea7n ph\u1ea3i nh\u1eafm v\u00e0o n\u1ed9i dung \u0111\u1ec3 kh\u00e1ch h\u00e0ng c\u1ea3m th\u1ea5y r\u1eb1ng ch\u00fang ta bi\u1ebft h\u1ecd l\u00e0 ai<\/strong>“.<\/p>\n

X\u00e2y d\u1ef1ng n\u1ed9i dung h\u01b0\u1edbng t\u1edbi \u0111\u00fang \u0111\u1ed1i t\u01b0\u1ee3ng – \u0110i\u1ec1u n\u00e0y s\u1ebd c\u1ea7n k\u1ebf ho\u1ea1ch chi ti\u1ebft nh\u01b0ng r\u1ea5t x\u1ee9ng \u0111\u00e1ng<\/h2>\n
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“Chi\u1ebfc ch\u00e9n th\u00e1nh” c\u1ee7a Marketing ch\u00ednh l\u00e0 \u0111\u01b0a t\u1edbi “n\u1ed9i dung \u0111\u00fang<\/strong>” t\u1edbi \u0111\u00fang ng\u01b0\u1eddi v\u00e0o \u0111\u00fang th\u1eddi \u0111i\u1ec3m. V\u1ec1 l\u00fd thuy\u1ebft th\u00ec \u0111\u01a1n gi\u1ea3n nh\u01b0ng \u0111\u1ea1t \u0111\u01b0\u1ee3c th\u00ec l\u1ea1i kh\u00f4ng h\u1ec1 d\u1ec5. \u0110\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c \u0111i\u1ec1u \u0111\u00f3, c\u1ea7n c\u00f3 k\u1ebf ho\u1ea1ch v\u00e0 s\u1ef1 ph\u1ed1i h\u1ee3p th\u1ef1c hi\u1ec7n.<\/p>\n<\/blockquote>\n

\u00a0<\/div>\n

Andrea n\u00f3i r\u1eb1ng khi m\u1edbi b\u1eaft \u0111\u1ea7u th\u00ec b\u1ea1n n\u00ean x\u00e2y d\u1ef1ng c\u1ea5u tr\u00fac n\u1ed9i dung nh\u1ea5t qu\u00e1n. B\u1ea1n ph\u1ea3i x\u00e1c \u0111\u1ecbnh c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0 ti\u00eau \u0111\u1ec1, c\u00e1c \u0111o\u1ea1n v\u0103n, s\u1ed1 g\u1ea1ch \u0111\u1ea7u d\u00f2ng… – theo c\u00e1ch kh\u00f4ng ch\u1ec9 con ng\u01b0\u1eddi m\u00e0 nh\u1eefng b\u1ed9 m\u00e1y – nh\u01b0 m\u00e1y t\u00ednh ch\u1eb3ng h\u1ea1n – c\u0169ng c\u00f3 th\u1ec3 nh\u1eadn ra. N\u00f3i c\u00e1ch kh\u00e1c th\u00ec b\u1ea1n ph\u1ea3i tag n\u1ed9i dung c\u1ee7a m\u00ecnh v\u1edbi c\u00e1c d\u1eef li\u1ec7u metadata<\/strong> – th\u00f4ng tin v\u1ec1 n\u1ed9i dung nh\u01b0 n\u00f3 vi\u1ebft v\u1ec1 g\u00ec, h\u01b0\u1edbng t\u1edbi ai, khi n\u00e0o ng\u01b0\u1eddi ta c\u1ea7n n\u1ed9i dung \u0111\u00f3, thu\u1ed9c v\u1ec1 ph\u00f2ng, ban ch\u1ee9c n\u0103ng n\u00e0o, ai t\u1ea1o ra, ai truy c\u1eadp… Khi t\u1ea1o ra c\u00e1c d\u1eef li\u1ec7u metadata h\u1ee3p l\u00fd, b\u1ea1n c\u00f3 th\u1ec3 gi\u00fap nh\u1eefng b\u1ed9 m\u00e1y g\u1eedi \u0111i \u0111\u00fang n\u1ed9i dung t\u1edbi \u0111\u00fang ng\u01b0\u1eddi v\u00e0o \u0111\u00fang th\u1eddi \u0111i\u1ec3m.<\/strong><\/p>\n

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Andrea \u0111\u01b0a ra 1 v\u00ed d\u1ee5. “H\u00e3y cho t\u00f4i n\u1ed9i dung v\u1ec1 vi\u1ec7c n\u1ea5u \u0103n v\u00e0 \u0111\u01b0a ch\u00fang v\u00e0o 1 cu\u1ed1n s\u00e1ch d\u1ea1y n\u1ea5u \u0103n<\/em>“. M\u1ed9t chi\u1ebfc m\u00e1y c\u00f3 th\u1ec3 l\u00e0m \u0111i\u1ec1u \u0111\u00f3 ngay l\u1eadp t\u1ee9c n\u1ebfu \u0111\u00e3 \u0111\u01b0\u1ee3c c\u00e0i \u0111\u1eb7t tr\u01b0\u1edbc y\u00eau c\u1ea7u n\u00e0y. H\u00e3y nh\u00e2n r\u1ed9ng v\u00ed d\u1ee5 n\u00e0y l\u00ean cho t\u1ea5t c\u1ea3 m\u1ecdi \u0111\u1eb7c t\u00ednh kh\u00e1ch h\u00e0ng (persona) m\u00e0 doanh nghi\u1ec7p c\u1ee7a b\u1ea1n \u0111ang mu\u1ed1n ph\u1ee5c v\u1ee5 – IBM c\u00f3 60 ho\u1eb7c 70 -v\u00e0 b\u1ea1n s\u1ebd th\u1ea5y v\u00ec sao c\u1ea7n ph\u1ea3i l\u00ean k\u1ebf ho\u1ea1ch cho th\u00f4ng tin metadata k\u0129 l\u01b0\u1ee1ng n\u1ebfu mu\u1ed1n \u0111\u01b0a n\u1ed9i dung li\u00ean quan, v\u00e0 trong 1 ch\u1eebng m\u1ef1c n\u00e0o \u0111\u00f3, v\u1eabn c\u00f3 t\u00ednh c\u00e1 nh\u00e2n h\u00f3a. Andrea n\u00f3i: “Ch\u00fang t\u00f4i kh\u00f4ng mu\u1ed1n \u0111\u01b0a th\u00f4ng tin m\u00e0 nh\u00e0 qu\u1ea3n tr\u1ecb c\u1ea7n cho ng\u01b0\u1eddi l\u1eadp tr\u00ecnh. Ch\u00fang t\u00f4i kh\u00f4ng mu\u1ed1n m\u1ecdi ng\u01b0\u1eddi ph\u1ea3i t\u00ecm ki\u1ebfm trong 50 tri\u1ec7u th\u1ee9 \u0111\u1ec3 t\u00ecm ra 5 th\u1ee9 m\u00e0 h\u1ecd quan t\u00e2m<\/em>“.<\/p>\n

Chu\u1ea9n b\u1ecb m\u1edf r\u1ed9ng quy m\u00f4 c\u00e1 nh\u00e2n h\u00f3a – Ph\u01b0\u01a1ng ph\u00e1p th\u1ee7 c\u00f4ng s\u1ebd kh\u00f4ng th\u1ec3 m\u1edf r\u1ed9ng<\/h2>\n

\u0110\u1ec3 mang \u0111\u1ebfn n\u1ed9i dung li\u00ean quan tr\u00ean 1 quy m\u00f4 l\u1edbn v\u00e0 th\u1eadm ch\u00ed c\u00f4ng ty nh\u1ecf v\u1edbi ch\u1ec9 1 ng\u01b0\u1eddi l\u00e0m n\u1ed9i dung nh\u01b0ng h\u01b0\u1edbng t\u1edbi quy m\u00f4 l\u1edbn, khi anh ta ph\u1ea3i lo v\u1ec1 chu\u1ed7i 10.000 ki\u1ec3u n\u1ed9i dung – th\u00ec s\u1eed d\u1ee5ng ph\u01b0\u01a1ng ph\u00e1p c\u00e1 nh\u00e2n h\u00f3a th\u1ee7 c\u00f4ng l\u00e0 kh\u00f4ng th\u1ef1c ti\u1ec5n. Ph\u01b0\u01a1ng ph\u00e1p th\u1ee7 c\u00f4ng kh\u00f4ng th\u1ec3 m\u1edf r\u1ed9ng quy m\u00f4. Ki\u1ec3u \u0111\u1eb7t s\u1eb5n \u0111\u1ec3 t\u1ef1 \u0111\u1ed9ng khi\u1ebfn n\u1ed9i dung c\u00e1 nh\u00e2n h\u00f3a cho t\u1eebng kh\u00e1ch h\u00e0ng c\u00f2n nhi\u1ec1u \u0111i\u1ec1u ph\u1ea3i n\u00f3i, nh\u01b0ng “m\u1ed9t marketer l\u1ea1i lu\u00f4n ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi nh\u1eefng k\u00ec v\u1ecdng c\u1ee7a kh\u00e1ch h\u00e0ng<\/strong>“. \u0110\u1ec3 nh\u1ea5n m\u1ea1nh \u0111i\u1ec3m n\u00e0y, Andrea k\u1ec3 1 c\u00e2u chuy\u1ec7n.<\/p>\n

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Ch\u00e1u t\u00f4i 23 tu\u1ed5i. N\u00f3 m\u1eb7c nhi\u00ean coi r\u1eb1ng vi\u1ec7c Amazon bi\u1ebft \u0111\u01b0\u1ee3c nh\u1eefng g\u00ec n\u00f3 th\u00edch v\u00e0 mang t\u1edbi tr\u1ea3i nghi\u1ec7m s\u1eed d\u1ee5ng c\u1ef1c t\u1ed1t \u0111\u00f3 l\u00e0 vi\u1ec7c \u0111\u01b0\u01a1ng nhi\u00ean. C\u0169ng nh\u01b0 nhi\u1ec1u ng\u01b0\u1eddi \u1edf tu\u1ed5i \u0111\u00f3 – \u0111\u1ed9 tu\u1ed5i 35 tr\u1edf xu\u1ed1ng – n\u00f3 r\u1ea5t tr\u00f4ng ch\u1edd \u1edf nh\u1eefng tr\u1ea3i nghi\u1ec7m c\u00e1 nh\u00e2n nh\u01b0 v\u1eady. \u0110\u1ec3 \u0111\u1ed5i l\u1ea1i th\u00ec n\u00f3 s\u1eb5n s\u00e0ng chia s\u1ebb r\u1ea5t nhi\u1ec1u th\u00f4ng tin v\u1ec1 m\u00ecnh.<\/p>\n<\/blockquote>\n

\u00a0<\/div>\n

T\u1ea5t c\u1ea3 c\u00e1c c\u00f4ng ty \u0111\u1ec1u ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi k\u00ec v\u1ecdng v\u1ec1 n\u1ed9i dung c\u00e1 nh\u00e2n h\u00f3a c\u1ee7a kh\u00e1ch h\u00e0ng.<\/strong> N\u1ebfu b\u1ea1n l\u00e0 1 trong s\u1ed1 nh\u1eefng ng\u01b0\u1eddi \u0111ang h\u01b0\u1edbng t\u1edbi n\u1ed9i dung th\u00f4ng minh th\u00ec b\u1ea1n s\u1ebd c\u00f3 c\u01a1 h\u1ed9i \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c k\u00ec v\u1ecdng \u0111\u00f3 v\u00e0 nh\u1eadn \u0111\u01b0\u1ee3c ph\u1ea7n th\u01b0\u1edfng x\u1ee9ng \u0111\u00e1ng: kh\u00e1ch h\u00e0ng tin t\u01b0\u1edfng chia s\u1ebb nh\u1eefng th\u00f4ng tin m\u00e0 ti\u1ec1n kh\u00f4ng th\u1ec3 mua \u0111\u01b0\u1ee3c. T\u1eeb g\u00f3c \u0111\u1ed9 Marketing th\u00ec Andrea n\u00f3i r\u1eb1ng “\u0111\u00f3 l\u00e0 v\u00e0ng nguy\u00ean ch\u1ea5t<\/em>“.<\/p>\n

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Ph\u1ed1i h\u1ee3p v\u1edbi c\u00e1c nh\u00f3m n\u1ed9i dung kh\u00e1c – N\u1ed7 l\u1ef1c n\u00e0y r\u1ea5t ph\u1ee9c t\u1ea1p nh\u01b0ng c\u1ea7n thi\u1ebft<\/h2>\n

T\u00f4i kh\u00f4ng th\u1ec3 n\u00f3i c\u00e1ch \u0111\u1ec3 ph\u1ed1i h\u1ee3p gi\u1eefa c\u00e1c nh\u00f3m n\u1ed9i dung \u1edf c\u00f4ng ty b\u1ea1n nh\u01b0ng nh\u00ecn v\u00e0o c\u00e1ch l\u00e0m c\u1ee7a IBM c\u00f3 th\u1ec3 mang t\u1edbi nhi\u1ec1u \u00fd t\u01b0\u1edfng. C\u0169ng nh\u01b0 c\u00e1c c\u00f4ng ty kh\u00e1c, IBM c\u00f3 nhi\u1ec1u h\u1ec7 th\u1ed1ng li\u00ean quan t\u1edbi kh\u00e1ch h\u00e0ng: trung t\u00e2m cung c\u1ea5p t\u00e0i li\u1ec7u, c\u1ed5ng h\u1ed7 tr\u1ee3, DeveloperWorks (m\u1ed9t trung t\u00e2m cung c\u1ea5p th\u00f4ng tin tr\u00ean web cho nh\u00e0 ph\u00e1t tri\u1ec3n ph\u1ea7n m\u1ec1m, chuy\u00ean gia IT, sinh vi\u00ean) v\u00e0 r\u1ea5t nhi\u1ec1u h\u1ec7 th\u1ed1ng kh\u00e1c. “Y\u00eau c\u1ea7u t\u1ea1o n\u00ean c\u00e1c k\u00eanh n\u00e0y c\u0169ng t\u1ea1o n\u00ean nhi\u1ec1u h\u1ec7 th\u1ed1ng back-end kh\u00e1c \u0111\u1ec3 qu\u1ea3n l\u00fd n\u1ed9i dung<\/em>“.<\/p>\n

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Trong n\u1ed9i b\u1ed9, IBM c\u0169ng thu mua nhi\u1ec1u c\u00f4ng ty kh\u00e1c m\u1ed7i n\u0103m n\u00ean h\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd n\u1ed9i dung v\u00e0 c\u00e1c c\u00f4ng c\u1ee5 qu\u1ea3n l\u00fd l\u1ea1i c\u00e0ng nhi\u1ec1u. Andrea l\u00e0 1 th\u00e0nh vi\u00ean c\u1ee7a nh\u00f3m v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c v\u00e0 th\u1ef1c thi cho t\u1ea5t c\u1ea3 c\u00e1c h\u1ec7 th\u1ed1ng n\u00e0y. Khi c\u00e1c nh\u00f3m n\u1ed9i dung c\u1ee7a IBM g\u1eb7p v\u1ea5n \u0111\u1ec1 g\u00ec, hay khi m\u1ed9t nh\u00f3m kh\u00e1c gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 chi\u1ebfn l\u01b0\u1ee3c c\u00f4ng ngh\u1ec7 v\u00e0 t\u1ea7m nh\u00ecn cho c\u1ea3 h\u1ec7 th\u1ed1ng, h\u1ecd t\u1edbi nh\u00f3m c\u1ee7a Andrea \u0111\u1ec3 n\u00f3i chuy\u1ec7n.<\/p>\n

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“Ch\u00fang t\u00f4i nh\u00ecn h\u1ec7 th\u1ed1ng d\u01b0\u1edbi l\u0103ng k\u00ednh “lai”. Ch\u00fang t\u00f4i kh\u00f4ng \u00e1p \u0111\u1eb7t r\u1eb1ng “m\u00ecnh ph\u1ea3i ho\u00e0n th\u00e0nh m\u1ecdi vi\u1ec7c \u1edf 1 n\u01a1i duy nh\u1ea5t”. Ch\u00fang t\u00f4i c\u1ea7n ph\u1ea3i linh ho\u1ea1t v\u1edbi vi\u1ec7c qu\u1ea3n l\u00fd n\u1ed9i dung \u1edf b\u1ed9 ph\u1eadn back-end”.<\/p>\n<\/blockquote>\n

IBM c\u0169ng g\u1eb7p v\u1ea5n \u0111\u1ec1 nh\u01b0 h\u1ea7u h\u1ebft c\u00e1c c\u00f4ng ty kh\u00e1c. V\u00ed d\u1ee5 nh\u01b0 th\u00f4ng tin Marketing \u1edf 1 n\u01a1i trong khi c\u00e1c t\u00e0i li\u1ec7u v\u1ec1 k\u0129 thu\u1eadt l\u1ea1i \u1edf 1 n\u01a1i kh\u00e1c. H\u1ec7 th\u1ed1ng c\u1ea7n ph\u1ea3i \u0111\u1ed3ng b\u1ed9 h\u00f3a v\u00e0 \u0111\u01b0a ra c\u00e1i nh\u00ecn t\u1ed5ng th\u1ec3 t\u1eeb nhi\u1ec1u b\u1ed9 ph\u1eadn nh\u01b0 th\u1ec3 ch\u00fang ch\u1ec9 n\u1eb1m \u1edf 1 ch\u1ed7. Ph\u1ed1i h\u1ee3p gi\u1eefa c\u00e1c nh\u00f3m n\u1ed9i dung l\u00e0 vi\u1ec7c ph\u1ee9c t\u1ea1p. Andrea n\u00f3i: “\u1ede b\u1ea5t k\u00ec c\u00f4ng ty n\u00e0o, vi\u1ec7c n\u00e0y c\u0169ng khi\u1ebfn b\u1ea1n ph\u1ea3i suy ngh\u0129 nhi\u1ec1u. Trong 1 c\u00f4ng ty l\u1edbn nh\u01b0 IBM th\u00ec v\u1ea5n \u0111\u1ec1 c\u00f2n l\u1edbn h\u01a1n theo c\u1ea5p s\u1ed1 nh\u00e2n. D\u00f9 tr\u00f4ng c\u00f3 v\u1ebb qu\u00e1 s\u1ee9c nh\u01b0ng vi\u1ec7c n\u00e0y l\u1ea1i r\u1ea5t h\u1ea5p d\u1eabn<\/em>“.<\/p>\n

T\u00ecm ra nguy\u00ean nh\u00e2n khi\u1ebfn nh\u00e0 qu\u1ea3n l\u00fd ph\u1ea3i l\u00e0m vi\u1ec7c su\u1ed1t \u0111\u00eam – R\u1ed3i b\u1ea1n s\u1ebd c\u00f3 \u0111\u01b0\u1ee3c \u00fd t\u01b0\u1edfng n\u1ed9i dung<\/h2>\n

Marketer c\u1ea7n hi\u1ec3u \u0111\u01b0\u1ee3c \u01b0\u1edbc m\u01a1 – c\u0169ng nh\u01b0 nh\u1eefng c\u01a1n \u00e1c m\u1ed9ng – c\u1ee7a ng\u01b0\u1eddi qu\u1ea3n l\u00fd. Bi\u1ebft \u0111\u01b0\u1ee3c \u0111i\u1ec1u g\u00ec khi\u1ebfn h\u1ecd quan t\u00e2m, \u0111i\u1ec1u g\u00ec khi\u1ebfn h\u1ecd th\u1ee9c tr\u1eafng \u0111\u00eam, v\u1ea5n \u0111\u1ec1 l\u1edbn nh\u1ea5t v\u00e0 m\u1ee5c ti\u00eau l\u1edbn nh\u1ea5t c\u1ee7a h\u1ecd l\u00e0 g\u00ec… Th\u01b0\u1eddng th\u00ec c\u00e1c m\u1ee5c ti\u00eau n\u00e0y s\u1ebd l\u00e0 ph\u00e1t tri\u1ec3n m\u1ed1i quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng, khi\u1ebfn kh\u00e1ch h\u00e0ng ch\u1ea5p nh\u1eadn s\u1ea3n ph\u1ea9m v\u00e0 sau c\u00f9ng l\u00e0 t\u0103ng doanh thu. Ng\u01b0\u1eddi qu\u1ea3n l\u00fd c\u00f3 mu\u1ed1n x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 tr\u1ef1c ti\u1ebfp v\u1edbi kh\u00e1ch h\u00e0ng hay kh\u00f4ng. N\u1ebfu c\u00f3, h\u00e3y xem ph\u1ea3i l\u00e0m sao \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c \u0111i\u1ec1u \u0111\u00f3. Tr\u00ecnh b\u00e0y \u00fd t\u01b0\u1edfng v\u00e0 k\u1ebft qu\u1ea3 theo c\u00e1ch m\u00e0 ng\u01b0\u1eddi qu\u1ea3n l\u00fd mu\u1ed1n nghe.<\/p>\n

\u00a0<\/div>\n

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\u0110\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c s\u1ef1 h\u1ed7 tr\u1ee3, b\u1ea1n c\u1ea7n \u00fd t\u01b0\u1edfng n\u1ed9i dung g\u1eafn ch\u1eb7t v\u1edbi nh\u1eefng m\u1ee5c ti\u00eau v\u00e0 lo l\u1eafng c\u1ee7a s\u1ebfp.<\/p>\n

T\u1edbi c\u00e1c h\u1ed9i ngh\u1ecb – C\u00e2u chuy\u1ec7n c\u1ee7a ng\u01b0\u1eddi kh\u00e1c c\u00f3 th\u1ec3 cho b\u1ea1n bi\u1ebft \u0111i\u1ec1u g\u00ec n\u00ean l\u00e0m \u0111i\u1ec1u g\u00ec n\u00ean tr\u00e1nh<\/h2>\n

T\u1ea5t c\u1ea3 nh\u1eefng \u0111i\u1ec1u m\u00e0 Andrea \u0111\u1ec1 c\u1eadp \u0111\u00f2i h\u1ecfi ng\u01b0\u1eddi l\u00e0m n\u1ed9i dung ph\u1ea3i kh\u00f4ng ng\u1eebng h\u1ecdc h\u1ecfi. C\u00f4 g\u1ee3i \u00fd “t\u00ecm hi\u1ec3u v\u1ec1 nh\u1eefng n\u01a1i \u0111\u00e3 th\u1ef1c hi\u1ec7n th\u00e0nh c\u00f4ng”, \u0111\u1eb7c bi\u1ec7t l\u00e0 \u1edf c\u00e1c h\u1ed9i ngh\u1ecb khi b\u1ea1n c\u00f3 th\u1ec3 h\u1ecdc h\u1ecfi t\u1eeb nh\u1eefng c\u00e2u chuy\u1ec7n m\u00e0 h\u1ecd chia s\u1ebb. H\u00e3y xem x\u00e9t c\u00e1c tr\u01b0\u1eddng h\u1ee3p c\u1ee5 th\u1ec3, khi c\u00f3 ng\u01b0\u1eddi n\u00f3i “ch\u00fang t\u00f4i l\u00e0m \u0111i\u1ec1u n\u00e0y v\u00e0 m\u1ecdi chuy\u1ec7n di\u1ec5n ra th\u1ebf kia”. B\u1ea1n s\u1ebd c\u00f3 \u00fd t\u01b0\u1edfng v\u1ec1 c\u00e1ch hi\u1ec7u qu\u1ea3 cho m\u00ecnh – v\u00e0 c\u1ea3 \u00fd t\u01b0\u1edfng s\u1ebd kh\u00f4ng th\u1ec3 c\u00f3 hi\u1ec7u qu\u1ea3.<\/p>\n

<\/p>\n

B\u1ea1n c\u00f3 th\u1ec3 t\u00ecm c\u00e1c bu\u1ed5i webinar v\u00e0 nhi\u1ec1u ngu\u1ed3n th\u00f4ng tin mi\u1ec5n ph\u00ed kh\u00e1c nh\u01b0ng theo Andrea th\u00ec t\u1ea5t nhi\u00ean l\u00e0 kh\u00f4ng g\u00ec b\u1eb1ng nh\u1eefng bu\u1ed5i h\u1ed9i ngh\u1ecb hay g\u1eb7p tr\u1ef1c ti\u1ebfp – n\u01a1i m\u1ecdi ng\u01b0\u1eddi t\u1eeb nhi\u1ec1u ki\u1ec3u doanh nghi\u1ec7p kh\u00e1c nhau chia s\u1ebb c\u00e2u chuy\u1ec7n c\u1ee7a m\u00ecnh.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

B\u00e0i vi\u1ebft d\u01b0\u1edbi \u0111\u00e2y \u0111\u01b0\u1ee3c chuy\u1ec3n ng\u1eef t\u1eeb b\u00e0i b\u00e1o c\u1ee7a Marcia Riefer Johnston \u0111\u0103ng t\u00ean t\u1edd Content Marketing Institue v\u00e0o \u0111\u1ea7u . C\u00e1c \u00fd t\u01b0\u1edfng n\u00e0y c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u0111\u00fac k\u1ebft ng\u1eafn g\u1ecdn trong danh s\u00e1ch d\u01b0\u1edbi \u0111\u00e2y.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[452],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/41261"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=41261"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/41261\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=41261"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=41261"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=41261"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}