{"id":54269,"date":"2023-12-20T10:32:36","date_gmt":"2023-12-20T03:32:36","guid":{"rendered":"https:\/\/masterskills.org\/blog\/cac-cong-thuc-content-marketing-hieu-qua-nhat.html"},"modified":"2023-12-20T10:32:36","modified_gmt":"2023-12-20T03:32:36","slug":"cac-cong-thuc-content-marketing-hieu-qua-nhat","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/cac-cong-thuc-content-marketing-hieu-qua-nhat.html","title":{"rendered":"C\u00e1c c\u00f4ng th\u1ee9c content marketing hi\u1ec7u qu\u1ea3 nh\u1ea5t"},"content":{"rendered":"
\n

Content marketing l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 kh\u00f4ng th\u1ec3 thi\u1ebfu trong b\u1ea5t k\u1ef3 chi\u1ebfn l\u01b0\u1ee3c marketing n\u00e0o. Tuy nhi\u00ean, vi\u1ec7c t\u1ea1o ra n\u1ed9i dung h\u1ea5p d\u1eabn v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng l\u00e0 m\u1ed9t th\u00e1ch th\u1ee9c l\u1edbn. V\u00ec v\u1eady, c\u00e1c marketer c\u1ea7n s\u1eed d\u1ee5ng c\u00e1c c\u00f4ng th\u1ee9c content marketing \u0111\u1ec3 t\u1ea1o ra n\u1ed9i dung hi\u1ec7u qu\u1ea3 v\u00e0 thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a kh\u00e1ch h\u00e0ng. Trong b\u00e0i vi\u1ebft n\u00e0y, ch\u00fang ta s\u1ebd \u0111i\u1ec3m qua nh\u1eefng c\u00f4ng th\u1ee9c content marketing ph\u1ed5 bi\u1ebfn nh\u1ea5t.<\/span><\/p>\n

\"C\u00e1c<\/p>\n

C\u00e1c c\u00f4ng th\u1ee9c content marketing hi\u1ec7u qu\u1ea3 nh\u1ea5t<\/p>\n<\/div>\n

Xem th\u00eam:\u00a0B\u1ee9t ph\u00e1 m\u1ea1nh m\u1ebd tr\u00ean truy\u1ec1n th\u00f4ng \u0111a k\u00eanh v\u1edbi Content Marketing<\/strong><\/em><\/p>\n

C\u00f4ng th\u1ee9c content AIDA<\/b><\/h2>\n

Hi\u1ec7n nay, AIDA l\u00e0 m\u1ed9t c\u00f4ng th\u1ee9c Content Marketing \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng r\u1ed9ng r\u00e3i. C\u00f4ng th\u1ee9c content n\u00e0y bao g\u1ed3m 4 y\u1ebfu t\u1ed1 ch\u00ednh: Attention (thu h\u00fat), Interest (th\u00edch th\u00fa), Desire (khao kh\u00e1t) v\u00e0 Action (h\u00e0nh \u0111\u1ed9ng).<\/span><\/p>\n

\"AIDA<\/p>\n

AIDA l\u00e0 m\u1ed9t c\u00f4ng th\u1ee9c Content Marketing \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng r\u1ed9ng r\u00e3i<\/p>\n<\/div>\n

Ta c\u00f3 th\u1ec3 v\u00ed d\u1ee5 c\u1ee5 th\u1ec3 v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u Vinamilk. Vinamilk s\u1eed d\u1ee5ng m\u00f4 h\u00ecnh AIDA k\u1ebft h\u1ee3p v\u1edbi chi\u1ebfn l\u01b0\u1ee3c content marketing nh\u1eb1m hi\u1ec3u r\u00f5 nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 cung c\u1ea5p c\u00e1c s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 ph\u00f9 h\u1ee3p. C\u00f4ng ty \u00e1p d\u1ee5ng nguy\u00ean l\u00fd quan tr\u1ecdng trong marketing l\u00e0 t\u1ea1o ra n\u1ed9i dung c\u00f3 li\u00ean quan \u0111\u1ebfn kh\u00e1ch h\u00e0ng \u0111\u1ec3 thu h\u00fat s\u1ef1 quan t\u00e2m c\u1ee7a h\u1ecd.<\/span><\/p>\n

Attention \u2013 thu h\u00fat<\/b><\/h3>\n

Y\u1ebfu t\u1ed1 \u0111\u1ea7u ti\u00ean c\u1ee7a AIDA l\u00e0 Attention \u2013 thu h\u00fat. Tr\u00ean m\u1ea1ng internet ng\u00e0y nay, ch\u1ec9 c\u00f3 2,5 gi\u00e2y \u0111\u1ec3 thu h\u00fat v\u00e0 gi\u1eef ch\u00e2n ng\u01b0\u1eddi \u0111\u1ecdc v\u1edbi b\u00e0i vi\u1ebft c\u1ee7a b\u1ea1n. Do \u0111\u00f3, nhi\u1ec7m v\u1ee5 \u0111\u1ea7u ti\u00ean c\u1ee7a m\u1ed9t b\u00e0i vi\u1ebft Content Marketing l\u00e0 t\u1ea1o s\u1ef1 t\u00f2 m\u00f2 v\u00e0 thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a \u0111\u1ed9c gi\u1ea3. \u0110\u1ec3 \u00e1p d\u1ee5ng c\u00f4ng th\u1ee9c content n\u00e0y, b\u1ea1n c\u1ea7n t\u1ef1 \u0111\u1eb7t c\u00e2u h\u1ecfi \u0111\u1ec3 l\u1ef1a ch\u1ecdn \u0111\u1ed1i t\u01b0\u1ee3ng \u0111\u1ecdc gi\u1ea3, x\u00e1c \u0111\u1ecbnh v\u1ea5n \u0111\u1ec1 c\u1ea7n gi\u1ea3i quy\u1ebft v\u00e0 t\u1ea1o ra c\u00e2u m\u1edf \u0111\u1ea7u h\u1ea5p d\u1eabn.<\/span><\/p>\n

V\u00ed d\u1ee5, \u0111\u1ed1i v\u1edbi nh\u00f3m kh\u00e1ch h\u00e0ng tr\u1ebb em t\u1eeb 0 \u0111\u1ebfn 6 tu\u1ed5i, Vinamilk \u0111\u00e3 gi\u1edbi thi\u1ec7u c\u00e1c s\u1ea3n ph\u1ea9m s\u1eefa b\u1ed9t Optimum Gold v\u00e0 Dielac Alpha Gold, t\u1eadp trung v\u00e0o vi\u1ec7c ph\u00e1t tri\u1ec3n chi\u1ec1u cao v\u00e0 tr\u00ed tu\u1ec7 \u2013 \u0111\u00e2y l\u00e0 nh\u1eefng \u0111i\u1ec3m m\u1ea5u ch\u1ed1t thu h\u00fat nh\u1eefng ph\u1ee5 huynh c\u00f3 con em \u0111ang trong \u0111\u1ed9 tu\u1ed5i n\u00e0y.<\/span><\/p>\n

Interest \u2013 th\u00edch th\u00fa\u00a0<\/b><\/h3>\n

\u0110\u1ec3 vi\u1ebft b\u00e0i vi\u1ebft h\u1ea5p d\u1eabn, c\u1ea7n t\u1ea1o s\u1ef1 th\u00edch th\u00fa v\u00e0 k\u00edch th\u00edch c\u1ea3m x\u00fac cho \u0111\u1ed9c gi\u1ea3. C\u00f3 \u0111i\u1ec3m nh\u1ea5n \u0111\u1ec3 thu h\u00fat \u0111\u1ed9c gi\u1ea3 v\u00e0 tr\u00ecnh b\u00e0y logic v\u1ec1 t\u00ednh n\u0103ng s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5, so s\u00e1nh v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. \u0110\u1ec3 l\u00e0m \u0111i\u1ec1u n\u00e0y, c\u1ea7n hi\u1ec3u mong mu\u1ed1n c\u1ee7a \u0111\u1ed1i t\u01b0\u1ee3ng v\u00e0 ch\u1ecdn th\u00f4ng tin ph\u00f9 h\u1ee3p. S\u1eed d\u1ee5ng th\u00f4ng tin v\u00e0 ch\u1ee9ng ch\u1ec9 kh\u00e1c \u0111\u1ec3 t\u0103ng t\u00ednh thuy\u1ebft ph\u1ee5c. C\u1ea7n c\u00f3 ki\u1ebfn th\u1ee9c s\u00e2u v\u1ec1 s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5, v\u00e0 hi\u1ec3u r\u00f5 n\u1ed7i \u0111au v\u00e0 mong mu\u1ed1n c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ec3 vi\u1ebft m\u1ed9t b\u00e0i vi\u1ebft ch\u1ea5t l\u01b0\u1ee3ng.<\/span><\/p>\n

Vinamilk li\u00ean t\u1ee5c \u0111\u01b0a ra nh\u1eefng l\u1ee3i \u00edch khi s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m s\u1eefa t\u01b0\u01a1i c\u1ee7a h\u1ecd, cung c\u1ea5p cho ng\u01b0\u1eddi d\u00f9ng nh\u1eefng d\u01b0\u1ee1ng ch\u1ea5t c\u1ea7n thi\u1ebft theo nhu c\u1ea7u c\u1ee7a c\u01a1 th\u1ec3, v\u00ed d\u1ee5 nh\u01b0 m\u1eaft s\u00e1ng, d\u00e1ng cao, th\u00f4ng minh h\u01a1n. B\u00ean c\u1ea1nh \u0111\u00f3, b\u00e0i vi\u1ebft c\u0169ng \u0111\u01b0a ra l\u1eddi khuy\u00ean h\u1eefu \u00edch v\u1ec1 c\u00e1ch s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m v\u00e0 l\u1ee3i \u00edch m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c khi s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m. \u0110i\u1ec1u n\u00e0y t\u1ea1o ra s\u1ef1 th\u00edch th\u00fa \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng.<\/span><\/p>\n

Desire \u2013 g\u1ee3i ra ni\u1ec1m khao kh\u00e1t\u00a0<\/b><\/h3>\n

Trong b\u00e0i vi\u1ebft c\u1ee7a b\u1ea1n, ch\u00fa tr\u1ecdng v\u00e0o nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m n\u1ed5i b\u1eadt c\u1ee7a s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 v\u00e0 th\u1ec3 hi\u1ec7n r\u00f5 mong mu\u1ed1n c\u1ee7a kh\u00e1ch h\u00e0ng. Tuy nhi\u00ean, \u0111\u1ec3 khi\u1ebfn ng\u01b0\u1eddi \u0111\u1ecdc khao kh\u00e1t s\u1edf h\u1eefu, b\u1ea1n c\u1ea7n \u0111\u01b0a ra h\u00e0nh \u0111\u1ed9ng c\u1ee5 th\u1ec3.<\/span><\/p>\n

Vinamilk \u0111\u00e3 \u0111\u1ea7u t\u01b0 k\u1ef9 l\u01b0\u1ee1ng c\u1ea3 v\u1ec1 n\u1ed9i dung v\u00e0 h\u00ecnh \u1ea3nh s\u1ea3n ph\u1ea9m, mang \u0111\u1ebfn cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u1eefng th\u00f4ng tin h\u1eefu \u00edch, \u0111\u00e1p \u1ee9ng nhu c\u1ea7u v\u00e0 s\u1edf th\u00edch c\u1ee7a h\u1ecd; quan t\u00e2m \u0111\u1ebfn ph\u1ea3n \u1ee9ng c\u1ee7a kh\u00e1ch h\u00e0ng, \u0111\u01b0a ra nh\u1eefng ph\u1ea3n h\u1ed3i l\u1eadp t\u1ee9c. \u0110\u1ec3 t\u1ea1o ra ni\u1ec1m khao kh\u00e1t v\u1ec1 s\u1ea3n ph\u1ea9m b\u1eb1ng c\u00e1ch t\u1eadp trung v\u00e0o c\u00e1c l\u1ee3i \u00edch c\u1ee7a n\u00f3. Vinamilk \u0111\u00e3 \u0111\u01b0a ra c\u00e1c c\u00e2u kh\u1ea9u hi\u1ec7u nh\u01b0 \u201ccao h\u01a1n, kh\u1ecfe h\u01a1n, mi\u1ec5n d\u1ecbch t\u1ed1t h\u01a1n\u2026\u201d \u0110\u00e2y l\u00e0 l\u00e0 ni\u1ec1m khao kh\u00e1t c\u1ee7a ph\u1ee5 huynh khi t\u00ecm \u0111\u1ebfn s\u1ea3n ph\u1ea9m s\u1eefa cho con.<\/span><\/p>\n

Action \u2013 h\u00e0nh \u0111\u1ed9ng<\/b><\/h3>\n

H\u00e0nh \u0111\u1ed9ng l\u00e0 ph\u1ea7n cu\u1ed1i c\u00f9ng trong c\u00f4ng th\u1ee9c content AIDA quy\u1ebft \u0111\u1ecbnh xem b\u00e0i vi\u1ebft c\u1ee7a b\u1ea1n c\u00f3 thu h\u00fat \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng hay kh\u00f4ng. N\u1ebfu kh\u00f4ng c\u00f3 k\u00eau g\u1ecdi ho\u1eb7c k\u00eau g\u1ecdi qu\u00e1 ch\u1eadm, kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 b\u1ecf qua v\u00e0 t\u00ecm \u0111\u1ecba ch\u1ec9 kh\u00e1c.\u00a0<\/span><\/p>\n

\u0110\u1eb7c bi\u1ec7t, CTA (Call to Action) l\u00e0 y\u1ebfu t\u1ed1 quan tr\u1ecdng trong b\u1ea5t k\u1ef3 chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb n\u00e0o, \u0111\u00f3 l\u00e0 y\u1ebfu t\u1ed1 k\u00eau g\u1ecdi h\u00e0nh \u0111\u1ed9ng c\u1ee7a kh\u00e1ch h\u00e0ng ho\u1eb7c ng\u01b0\u1eddi ti\u00eau d\u00f9ng. N\u00f3 th\u01b0\u1eddng xu\u1ea5t hi\u1ec7n \u1edf cu\u1ed1i c\u1ee7a c\u00e1c th\u00f4ng \u0111i\u1ec7p ti\u1ebfp th\u1ecb, bao g\u1ed3m c\u00e1c l\u1eddi k\u00eau g\u1ecdi, v\u00ed d\u1ee5 nh\u01b0 \u201cMua ngay\u201d, \u201c\u0110\u0103ng k\u00fd\u201d, \u201cT\u1ea3i v\u1ec1\u201d ho\u1eb7c \u201cG\u1ecdi ngay\u201d. M\u1ee5c \u0111\u00edch c\u1ee7a CTA l\u00e0 k\u00edch th\u00edch kh\u00e1ch h\u00e0ng ho\u1eb7c ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u1ef1c hi\u1ec7n m\u1ed9t h\u00e0nh \u0111\u1ed9ng c\u1ee5 th\u1ec3, gi\u00fap t\u0103ng t\u1ec9 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i v\u00e0 t\u1ea1o ra hi\u1ec7u qu\u1ea3 kinh doanh. N\u1ebfu thi\u1ebfu y\u1ebfu t\u1ed1 CTA trong m\u1ed9t chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb, kh\u00e1ch h\u00e0ng s\u1ebd kh\u00f4ng bi\u1ebft n\u00ean l\u00e0m g\u00ec ti\u1ebfp theo v\u00e0 c\u00f3 th\u1ec3 kh\u00f4ng c\u00f3 \u0111\u1ed9ng l\u1ef1c \u0111\u1ec3 th\u1ef1c hi\u1ec7n h\u00e0nh \u0111\u1ed9ng m\u00e0 doanh nghi\u1ec7p mong mu\u1ed1n.<\/span><\/p>\n

Vinamilk \u0111\u00e3 t\u1ea1o ra c\u00e1c chi\u1ebfn d\u1ecbch tr\u1ea3i nghi\u1ec7m s\u1ea3n ph\u1ea9m li\u00ean t\u1ee5c \u0111\u1ec3 khuy\u1ebfn kh\u00edch kh\u00e1ch h\u00e0ng k\u1ebft n\u1ed1i v\u1edbi doanh nghi\u1ec7p. C\u00e1c chi\u1ebfn d\u1ecbch t\u1eeb thi\u1ec7n, ch\u1eb3ng h\u1ea1n nh\u01b0 \u201c1 tri\u1ec7u ly s\u1eefa cho tr\u1ebb em ngh\u00e8o\u201d v\u00e0 \u201cB\u1ea1n kh\u1ecfe, Vi\u1ec7t Nam kh\u1ecfe\u201d \u0111\u00e3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng nh\u01b0 m\u1ed9t cu\u1ed9c g\u1ecdi mua h\u00e0ng mang t\u00ednh nh\u00e2n \u0111\u1ea1o cao. Nh\u1edd \u0111\u00f3, Vinamilk \u0111\u00e3 t\u1ea1o s\u1ef1 tin t\u01b0\u1edfng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0o c\u00e1c gi\u00e1 tr\u1ecb nh\u00e2n v\u0103n m\u00e0 c\u00f4ng ty mang l\u1ea1i cho c\u1ed9ng \u0111\u1ed3ng.<\/span><\/p>\n

C\u00f4ng th\u1ee9c content SSS\u00a0\u00a0<\/b><\/h2>\n

C\u00f4ng th\u1ee9c content SSS trong content marketing l\u00e0 m\u1ed9t k\u1ef9 thu\u1eadt vi\u1ebft b\u00e0i b\u00e1n h\u00e0ng th\u00f4ng qua vi\u1ec7c s\u1eed d\u1ee5ng c\u00e1c y\u1ebfu t\u1ed1 ng\u00f4i sao (Star), c\u00e2u chuy\u1ec7n (Story), v\u00e0 gi\u1ea3i ph\u00e1p (Solution).<\/span><\/p>\n

    \n
  • Ng\u00f4i sao (Star): T\u1eadp trung v\u00e0o vi\u1ec7c t\u1ea1o d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh t\u1ed1t c\u1ee7a s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5, ho\u1eb7c th\u1ef1c hi\u1ec7n vi\u1ec7c ch\u1ee9ng minh s\u1ef1 xu\u1ea5t s\u1eafc c\u1ee7a s\u1ea3n ph\u1ea9m.<\/span><\/li>\n
  • C\u00e2u chuy\u1ec7n (Story): K\u1ec3 m\u1ed9t c\u00e2u chuy\u1ec7n li\u00ean quan \u0111\u1ebfn s\u1ea3n ph\u1ea9m, t\u1ea1o ra s\u1ef1 \u0111\u1ed9c \u0111\u00e1o v\u00e0 thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a kh\u00e1ch h\u00e0ng.<\/span><\/li>\n
  • Gi\u1ea3i ph\u00e1p (Solution): Cung c\u1ea5p cho kh\u00e1ch h\u00e0ng gi\u1ea3i ph\u00e1p ho\u1eb7c l\u1eddi khuy\u00ean \u0111\u1ec3 gi\u1ea3i quy\u1ebft c\u00e1c v\u1ea5n \u0111\u1ec1 ho\u1eb7c nhu c\u1ea7u c\u1ee7a h\u1ecd.<\/span><\/li>\n<\/ul>\n
    \"C\u00f4ng<\/p>\n

    C\u00f4ng th\u1ee9c content SSS trong content marketing l\u00e0 c\u00f4ng th\u1ee9c vi\u1ebft b\u00e0i \u0111\u1ea1t hi\u1ec7u qu\u1ea3 cao<\/p>\n<\/div>\n

    S\u1eed d\u1ee5ng c\u00f4ng th\u1ee9c content SSS gi\u00fap t\u1ea1o ra nh\u1eefng b\u00e0i vi\u1ebft b\u00e1n h\u00e0ng c\u00f3 t\u00ednh thuy\u1ebft ph\u1ee5c cao, thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 gi\u00fap t\u0103ng doanh s\u1ed1 b\u00e1n h\u00e0ng. M\u1ed9t v\u00ed d\u1ee5 c\u1ee5 th\u1ec3 v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng s\u1eed d\u1ee5ng c\u00f4ng th\u1ee9c SSS trong content marketing l\u00e0 Nike.<\/span><\/p>\n

    Star \u2013 Ng\u00f4i sao (d\u00f9ng h\u00ecnh \u1ea3nh c\u1ee7a m\u1ed9t ng\u01b0\u1eddi)\u00a0\u00a0<\/b><\/h3>\n

    \u0110\u1ec3 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh m\u1ebd trong content marketing, c\u1ea7n t\u1eadp trung v\u00e0o h\u00ecnh \u1ea3nh t\u1ed1t c\u1ee7a s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 cung c\u1ea5p. \u0110\u01b0a ra th\u00f4ng tin v\u00e0 \u0111\u00e1nh gi\u00e1 t\u00edch c\u1ef1c gi\u00fap ng\u01b0\u1eddi \u0111\u1ecdc c\u00f3 c\u00e1i nh\u00ecn t\u1ed5ng quan v\u00e0 c\u1ea3m th\u1ea5y t\u1ef1 tin h\u01a1n khi mua h\u00e0ng. Ch\u1ee9ng minh s\u1ef1 xu\u1ea5t s\u1eafc c\u1ee7a s\u1ea3n ph\u1ea9m b\u1eb1ng gi\u1ea3i th\u01b0\u1edfng, \u0111\u00e1nh gi\u00e1 t\u1eeb chuy\u00ean gia ho\u1eb7c ng\u01b0\u1eddi d\u00f9ng tr\u01b0\u1edbc \u0111\u00f3, v\u00e0 th\u1ed1ng k\u00ea s\u1ef1 \u01b0u ti\u00ean c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u0169ng l\u00e0 c\u00e1ch hi\u1ec7u qu\u1ea3.<\/span><\/p>\n

    Nh\u1eefng ng\u01b0\u1eddi \u0111\u1ea1i di\u1ec7n cho th\u01b0\u01a1ng hi\u1ec7u Nike nh\u01b0 Michael Jordan, LeBron James, Serena Williams v\u00e0 nhi\u1ec1u ng\u00f4i sao th\u1ec3 thao kh\u00e1c, \u0111\u00e3 tr\u1edf th\u00e0nh c\u00e1c bi\u1ec3u t\u01b0\u1ee3ng c\u1ee7a s\u1ef1 th\u00e0nh c\u00f4ng v\u00e0 n\u1ed7 l\u1ef1c kh\u00f4ng ng\u1eebng ngh\u1ec9 trong th\u1ec3 thao. \u0110i\u1ec1u n\u00e0y c\u0169ng gi\u00fap Nike th\u00fac \u0111\u1ea9y s\u1ef1 \u1ee7ng h\u1ed9 c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 t\u1ea1o ra ni\u1ec1m tin v\u00e0o s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh.<\/span><\/p>\n

    Story \u2013 c\u00e2u chuy\u1ec7n<\/b><\/h3>\n

    Khi vi\u1ebft n\u1ed9i dung, c\u1ea7n l\u1ed3ng gh\u00e9p th\u00eam c\u00e2u chuy\u1ec7n \u0111\u1ea7y t\u00ecnh c\u1ea3m \u0111\u1ec3 t\u1ea1o s\u1ef1 g\u1eafn k\u1ebft v\u1edbi \u0111\u1ed9c gi\u1ea3. C\u00e2u chuy\u1ec7n c\u00f3 th\u1ec3 truy\u1ec1n c\u1ea3m h\u1ee9ng v\u1ec1 vi\u1ec7c v\u01b0\u1ee3t qua kh\u00f3 kh\u0103n ho\u1eb7c chia s\u1ebb tr\u1ea3i nghi\u1ec7m v\u00e0 kinh nghi\u1ec7m. \u0110i\u1ec1u n\u00e0y gi\u00fap \u0111\u1ed9c gi\u1ea3 c\u1ea3m th\u1ea5y \u0111\u1ed9ng l\u1ef1c \u0111\u1ec3 v\u01b0\u1ee3t qua th\u1eed th\u00e1ch trong cu\u1ed9c s\u1ed1ng v\u00e0 nh\u1eadn ra gi\u00e1 tr\u1ecb c\u1ee7a s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5. C\u00e2u chuy\u1ec7n c\u0169ng gi\u00fap t\u0103ng t\u00ednh ch\u00e2n th\u1ef1c cho h\u00ecnh \u1ea3nh s\u1eed d\u1ee5ng v\u00e0 t\u1ea1o li\u00ean k\u1ebft c\u1ea3m x\u00fac v\u1edbi kh\u00e1ch h\u00e0ng b\u1eb1ng c\u00e1ch \u0111\u01b0a ra v\u00ed d\u1ee5 c\u1ee5 th\u1ec3 v\u1ec1 c\u00e1ch s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u00f3 th\u1ec3 gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 c\u1ee7a h\u1ecd. C\u00e1c c\u00e2u chuy\u1ec7n c\u0169ng c\u00f3 th\u1ec3 gi\u00fap t\u1ea1o ra m\u1ed9t li\u00ean k\u1ebft nh\u00e2n v\u0103n, gi\u00fap kh\u00e1ch h\u00e0ng c\u1ea3m th\u1ea5y r\u1eb1ng h\u1ecd \u0111ang tham gia v\u00e0o m\u1ed9t c\u00e2u chuy\u1ec7n c\u00f3 \u00fd ngh\u0129a.<\/span><\/p>\n

    Nike c\u00f3 m\u1ed9t c\u00e2u chuy\u1ec7n r\u1ea5t \u0111\u1eb7c bi\u1ec7t. Th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c th\u00e0nh l\u1eadp b\u1edfi Phil Knight v\u00e0 Bill Bowerman v\u00e0o n\u0103m 1964 t\u1ea1i bang Oregon, M\u1ef9. T\u1eeb m\u1ed9t c\u1eeda h\u00e0ng b\u00e1n gi\u00e0y nh\u1ecf, Nike \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t trong nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u h\u00e0ng \u0111\u1ea7u trong ng\u00e0nh th\u1ec3 thao v\u1edbi m\u1ed9t danh m\u1ee5c s\u1ea3n ph\u1ea9m \u0111a d\u1ea1ng, t\u1eeb gi\u00e0y th\u1ec3 thao \u0111\u1ebfn qu\u1ea7n \u00e1o v\u00e0 ph\u1ee5 ki\u1ec7n.<\/span><\/p>\n

    Solution \u2013 gi\u1ea3i ph\u00e1p<\/b><\/h3>\n

    C\u1ee5 th\u1ec3, b\u1ea1n c\u1ea7n x\u00e1c \u0111\u1ecbnh v\u1ea5n \u0111\u1ec1 ho\u1eb7c th\u00e1ch th\u1ee9c m\u00e0 kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n \u0111ang g\u1eb7p ph\u1ea3i v\u00e0 gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 c\u1ee7a kh\u00e1ch h\u00e0ng. B\u1ea1n c\u1ea7n \u0111\u01b0a ra gi\u1ea3i ph\u00e1p ph\u00f9 h\u1ee3p. Tuy nhi\u00ean, kh\u00f4ng n\u00ean \u00e9p bu\u1ed9c kh\u00e1ch h\u00e0ng s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n. Thay v\u00e0o \u0111\u00f3, h\u00e3y s\u1eed d\u1ee5ng l\u1eddi khuy\u00ean ch\u00e2n th\u00e0nh v\u00e0 gi\u1ea3n d\u1ecb \u0111\u1ec3 x\u00e2y d\u1ef1ng ni\u1ec1m tin v\u00e0 m\u1ed1i li\u00ean h\u1ec7 t\u1ed1t h\u01a1n v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh. \u0110i\u1ec1u n\u00e0y s\u1ebd gi\u00fap t\u0103ng t\u00ednh thuy\u1ebft ph\u1ee5c v\u00e0 \u0111\u1ed9 tin c\u1eady c\u1ee7a s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n.<\/span><\/p>\n

    Nike kh\u00f4ng ch\u1ec9 b\u00e1n s\u1ea3n ph\u1ea9m, m\u00e0 h\u1ecd cung c\u1ea5p c\u1ea3 m\u1ed9t phong c\u00e1ch s\u1ed1ng v\u00e0 tri\u1ebft l\u00fd \u201cJust Do It\u201d. \u0110i\u1ec1u n\u00e0y \u0111\u00e3 gi\u00fap Nike t\u1ea1o ra m\u1ed9t c\u1ed9ng \u0111\u1ed3ng ng\u01b0\u1eddi h\u00e2m m\u1ed9 \u0111am m\u00ea th\u1ec3 thao v\u00e0 s\u1eb5n s\u00e0ng \u0111\u1ed1i m\u1eb7t v\u1edbi th\u1eed th\u00e1ch.<\/span><\/p>\n

    Th\u00f4ng qua vi\u1ec7c s\u1eed d\u1ee5ng c\u00f4ng th\u1ee9c content SSS, Nike \u0111\u00e3 gi\u1edbi thi\u1ec7u v\u1ec1 c\u00e2u chuy\u1ec7n c\u1ee7a m\u00ecnh v\u00e0 c\u00e1ch h\u1ecd \u0111\u00f3ng g\u00f3p v\u00e0o cu\u1ed9c s\u1ed1ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng b\u1eb1ng c\u00e1ch cung c\u1ea5p c\u00e1c s\u1ea3n ph\u1ea9m ch\u1ea5t l\u01b0\u1ee3ng cao gi\u00fap h\u1ecd v\u01b0\u1ee3t qua nh\u1eefng th\u1eed th\u00e1ch trong th\u1ec3 thao. \u0110i\u1ec1u n\u00e0y gi\u00fap th\u01b0\u01a1ng hi\u1ec7u t\u1ea1o ra ni\u1ec1m tin v\u00e0 t\u00ecnh c\u1ea3m c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 c\u1ee7a m\u00ecnh.<\/span><\/p>\n

    C\u00f4ng th\u1ee9c content PAS\u00a0\u00a0<\/b><\/h2>\n

    PAS c\u0169ng l\u00e0 m\u1ed9t c\u00f4ng th\u1ee9c content marketing \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng r\u1ea5t ph\u1ed5 bi\u1ebfn. N\u00f3 l\u00e0 vi\u1ebft t\u1eaft c\u1ee7a c\u00e1c t\u1eeb:\u00a0 Problem \u2013 Agitate \u2013 Solve (V\u1ea5n \u0111\u1ec1 \u2013 K\u00edch th\u00edch \u2013 Gi\u1ea3i ph\u00e1p).<\/span><\/p>\n

    M\u1ed9t v\u00ed d\u1ee5 c\u1ee5 th\u1ec3 v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng s\u1eed d\u1ee5ng c\u00f4ng th\u1ee9c content PAS trong marketing l\u00e0 Coca-Cola.<\/span><\/p>\n

    Problem (V\u1ea5n \u0111\u1ec1)<\/b><\/h3>\n

    \u0110\u1ec3 \u00e1p d\u1ee5ng c\u00f4ng th\u1ee9c content PAS trong content marketing, \u0111\u1ea7u ti\u00ean c\u1ea7n x\u00e1c \u0111\u1ecbnh v\u1ea5n \u0111\u1ec1 m\u00e0 s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 gi\u1ea3i quy\u1ebft. Sau \u0111\u00f3, \u0111\u01b0a v\u1ea5n \u0111\u1ec1 \u0111\u00f3 l\u00ean \u0111\u1ea7u trang \u0111\u1ec3 thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch s\u00e1ng t\u1ea1o v\u00e0 thu h\u00fat, gi\u00fap h\u1ecd nh\u1eadn ra v\u00e0 c\u1ea3m th\u1ea5y \u0111\u00f3 l\u00e0 v\u1ea5n \u0111\u1ec1 c\u1ea5p b\u00e1ch \u0111ang \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn h\u1ecd.<\/span><\/p>\n

    Coca-Cola nh\u1eadn th\u1ea5y r\u1eb1ng nhi\u1ec1u ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111ang chuy\u1ec3n sang nh\u1eefng lo\u1ea1i \u0111\u1ed3 u\u1ed1ng kh\u00e1c, nh\u01b0 n\u01b0\u1edbc \u00e9p tr\u00e1i c\u00e2y, sinh t\u1ed1 v\u00e0 n\u01b0\u1edbc gi\u1ea3i kh\u00e1t t\u1ef1 nhi\u00ean. \u0110i\u1ec1u n\u00e0y \u0111e d\u1ecda doanh s\u1ed1 c\u1ee7a Coca-Cola v\u00e0 th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n t\u00ecm c\u00e1ch \u0111\u1ec3 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng c\u0169ng nh\u01b0 thu h\u00fat kh\u00e1ch h\u00e0ng m\u1edbi.<\/span><\/p>\n

    Agitate (K\u00edch th\u00edch)<\/b><\/h3>\n

    Agitate l\u00e0 giai \u0111o\u1ea1n ti\u1ebfp theo trong c\u00f4ng th\u1ee9c content PAS c\u1ee7a content marketing, v\u00e0 n\u00f3 c\u00f3 nhi\u1ec7m v\u1ee5 k\u00edch \u0111\u1ed9ng s\u1ef1 quan t\u00e2m c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ebfn v\u1ea5n \u0111\u1ec1 b\u1eb1ng c\u00e1ch m\u00f4 t\u1ea3 chi ti\u1ebft h\u01a1n v\u1ec1 nh\u1eefng h\u1eadu qu\u1ea3 ti\u00eau c\u1ef1c n\u1ebfu kh\u00f4ng gi\u1ea3i quy\u1ebft \u0111\u01b0\u1ee3c v\u1ea5n \u0111\u1ec1 \u0111\u00f3. Thuy\u1ebft ph\u1ee5c kh\u00e1ch h\u00e0ng r\u1eb1ng v\u1ea5n \u0111\u1ec1 \u0111\u00f3 c\u1ea7n \u0111\u01b0\u1ee3c gi\u1ea3i quy\u1ebft ngay l\u1eadp t\u1ee9c b\u1eb1ng c\u00e1ch nh\u1ea5n m\u1ea1nh t\u00e1c \u0111\u1ed9ng ti\u00eau c\u1ef1c c\u1ee7a n\u00f3 \u0111\u1ebfn cu\u1ed9c s\u1ed1ng c\u1ee7a kh\u00e1ch h\u00e0ng, t\u1ea1o ra m\u1ed9t t\u00ecnh hu\u1ed1ng c\u0103ng th\u1eb3ng v\u00e0 s\u1ef1 c\u1ea7n thi\u1ebft \u0111\u1ec3 gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1.<\/span><\/p>\n

    Coca-Cola \u0111\u00e3 t\u1ea1o ra c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o g\u1ee3i c\u1ea3m x\u00fac \u0111\u1ec3 th\u00fac \u0111\u1ea9y nh\u1eefng \u1ea3o t\u01b0\u1edfng v\u1ec1 c\u1ea3m gi\u00e1c th\u1ecfa m\u00e3n khi u\u1ed1ng Coca-Cola. Ch\u1eb3ng h\u1ea1n, qu\u1ea3ng c\u00e1o \u201cTaste the Feeling\u201d c\u1ee7a h\u1ecd \u0111\u00e3 m\u00f4 t\u1ea3 c\u1ea3m gi\u00e1c \u0111\u00f3ng g\u00f3p c\u1ee7a Coca-Cola v\u00e0o nh\u1eefng kho\u1ea3nh kh\u1eafc \u0111\u00e1ng nh\u1edb c\u1ee7a cu\u1ed9c s\u1ed1ng v\u00e0 \u0111\u01b0a ra th\u00f4ng \u0111i\u1ec7p r\u1eb1ng Coca-Cola c\u00f3 th\u1ec3 mang \u0111\u1ebfn c\u1ea3m gi\u00e1c h\u1ea1nh ph\u00fac cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/span><\/p>\n

    Solution (Gi\u1ea3i ph\u00e1p)<\/b><\/h3>\n

    \u201cSolution\u201d l\u00e0 giai \u0111o\u1ea1n gi\u00fap gi\u1edbi thi\u1ec7u gi\u1ea3i ph\u00e1p c\u1ee5 th\u1ec3 v\u00e0 thuy\u1ebft ph\u1ee5c cho kh\u00e1ch h\u00e0ng trong vi\u1ec7c gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1. Ng\u01b0\u1eddi vi\u1ebft c\u1ea7n cung c\u1ea5p \u0111\u1ea7y \u0111\u1ee7 th\u00f4ng tin v\u1ec1 s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5, c\u00e1ch th\u1ee9c s\u1eed d\u1ee5ng v\u00e0 l\u1ee3i \u00edch m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 nh\u1eadn \u0111\u01b0\u1ee3c. B\u1eb1ng c\u00e1ch \u0111\u01b0a ra b\u1eb1ng ch\u1ee9ng ho\u1eb7c l\u1eddi khuy\u00ean t\u1eeb c\u00e1c chuy\u00ean gia, kh\u00e1ch h\u00e0ng \u0111\u00e3 s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 \u0111\u00f3, b\u00e0i vi\u1ebft s\u1ebd tr\u1edf n\u00ean thuy\u1ebft ph\u1ee5c v\u00e0 \u0111\u00e1ng tin c\u1eady h\u01a1n<\/span><\/p>\n

    Coca-Cola \u0111\u00e3 ph\u00e1t tri\u1ec3n c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi, bao g\u1ed3m c\u00e1c lo\u1ea1i n\u01b0\u1edbc gi\u1ea3i kh\u00e1t m\u1edbi nh\u01b0 Coca-Cola Zero v\u00e0 n\u01b0\u1edbc gi\u1ea3i kh\u00e1t t\u1ef1 nhi\u00ean nh\u01b0 Honest Tea. \u0110i\u1ec1u n\u00e0y cho ph\u00e9p Coca-Cola thu h\u00fat \u0111\u01b0\u1ee3c nhi\u1ec1u kh\u00e1ch h\u00e0ng m\u1edbi v\u00e0 gi\u1eef ch\u00e2n \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng c\u0169.<\/span><\/p>\n

    Coca-Cola s\u1eed d\u1ee5ng c\u00f4ng th\u1ee9c content PAS \u0111\u1ec3 gi\u1ea3i quy\u1ebft s\u1ef1 \u0111e d\u1ecda \u0111\u1ed1i v\u1edbi doanh s\u1ed1 c\u1ee7a m\u00ecnh b\u1eb1ng c\u00e1ch k\u00edch th\u00edch s\u1ef1 t\u00f2 m\u00f2 v\u00e0 \u1ea3o t\u01b0\u1edfng c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 c\u1ea3m gi\u00e1c th\u1ecfa m\u00e3n khi u\u1ed1ng Coca-Cola, gi\u1edbi thi\u1ec7u c\u00e1c gi\u1ea3i ph\u00e1p m\u1edbi, bao g\u1ed3m c\u1ea3 c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi. K\u1ebft qu\u1ea3 l\u00e0 th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 t\u1ea1o ra m\u1ed9t th\u00f4ng \u0111i\u1ec7p ch\u00ednh x\u00e1c v\u00e0 hi\u1ec7u qu\u1ea3 \u0111\u1ec3 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng c\u0169 v\u00e0 thu h\u00fat kh\u00e1ch h\u00e0ng m\u1edbi.<\/span><\/p>\n

    C\u00f4ng th\u1ee9c content STRING\u00a0\u00a0<\/b><\/h2>\n

    C\u00f4ng th\u1ee9c string trong content marketing l\u00e0 m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p vi\u1ebft n\u1ed9i dung nh\u1eb1m gi\u00fap t\u0103ng t\u00ednh thuy\u1ebft ph\u1ee5c v\u00e0 hi\u1ec7u qu\u1ea3 c\u1ee7a b\u00e0i vi\u1ebft. \u201cString\u201d l\u00e0 t\u1eeb vi\u1ebft t\u1eaft c\u1ee7a 5 t\u1eeb Share \u2013 Teach \u2013 Reward \u2013 Intrigue \u2013 Nurture \u2013 Generate.<\/span><\/p>\n

    \"C\u00f4ng<\/p>\n

    C\u00f4ng th\u1ee9c string trong content marketing l\u00e0 m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p vi\u1ebft ph\u1ed5 bi\u1ebfn<\/p>\n<\/div>\n

    Share (Chia s\u1ebb)<\/b><\/h3>\n

    Chia s\u1ebb ki\u1ebfn th\u1ee9c, kinh nghi\u1ec7m ho\u1eb7c th\u00f4ng tin h\u1eefu \u00edch v\u1ec1 m\u1ed9t l\u0129nh v\u1ef1c, ng\u00e0nh ngh\u1ec1 n\u00e0o \u0111\u00f3 \u0111\u1ec3 gi\u00fap kh\u00e1ch h\u00e0ng hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 v\u1ea5n \u0111\u1ec1 \u0111\u00f3.<\/span><\/p>\n

    V\u1edbi ph\u1ea7n Share trong c\u00f4ng th\u1ee9c STRING, Nike s\u1eed d\u1ee5ng c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o tr\u1ef1c tuy\u1ebfn \u0111\u1ec3 \u0111\u01b0a c\u00e1c s\u1ea3n ph\u1ea9m th\u1ec3 thao c\u1ee7a h\u1ecd \u0111\u1ebfn \u0111\u00fang \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng m\u00e0 h\u1ecd mu\u1ed1n nh\u1eafm \u0111\u1ebfn. Nike s\u1eed d\u1ee5ng c\u00e1c d\u1ecbch v\u1ee5 qu\u1ea3ng c\u00e1o tr\u1ef1c tuy\u1ebfn nh\u01b0 Google Ads v\u00e0 Facebook Ads \u0111\u1ec3 \u0111\u01b0a ra c\u00e1c qu\u1ea3ng c\u00e1o d\u00e0nh cho nh\u1eefng ng\u01b0\u1eddi y\u00eau th\u00edch th\u1ec3 thao, \u0111\u1eb7c bi\u1ec7t l\u00e0 c\u00e1c v\u1eadn \u0111\u1ed9ng vi\u00ean v\u00e0 ng\u01b0\u1eddi ch\u01a1i th\u1ec3 thao.<\/span><\/p>\n

    Teach (Gi\u1ea3ng d\u1ea1y)<\/b><\/h3>\n

    Gi\u1ea3ng d\u1ea1y cho kh\u00e1ch h\u00e0ng v\u1ec1 c\u00e1ch gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 ho\u1eb7c th\u1ef1c hi\u1ec7n m\u1ed9t k\u1ef9 n\u0103ng n\u00e0o \u0111\u00f3, th\u00f4ng qua vi\u1ec7c cung c\u1ea5p c\u00e1c h\u01b0\u1edbng d\u1eabn, b\u00e0i h\u1ecdc ho\u1eb7c t\u00e0i li\u1ec7u tham kh\u1ea3o.<\/span><\/p>\n

    M\u1ed9t v\u00ed d\u1ee5 c\u1ee5 th\u1ec3 l\u00e0 chi\u1ebfn d\u1ecbch Nike Training Club (NTC). NTC l\u00e0 m\u1ed9t \u1ee9ng d\u1ee5ng t\u1eadp th\u1ec3 d\u1ee5c mi\u1ec5n ph\u00ed c\u1ee7a Nike, cung c\u1ea5p h\u01a1n 190 b\u00e0i t\u1eadp v\u00e0 c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh t\u1eadp luy\u1ec7n d\u1ef1a tr\u00ean c\u00e1c ho\u1ea1t \u0111\u1ed9ng th\u1ec3 thao nh\u01b0 yoga, ch\u1ea1y b\u1ed9, \u0111i b\u1ed9, t\u1eadp th\u1ec3 h\u00ecnh v\u00e0 c\u00e1c b\u00e0i t\u1eadp kh\u00e1c. Nike \u0111\u00e3 s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c content marketing \u0111\u1ec3 \u201cteach\u201d cho kh\u00e1ch h\u00e0ng v\u1ec1 c\u00e1ch s\u1eed d\u1ee5ng \u1ee9ng d\u1ee5ng NTC \u0111\u1ec3 t\u1eadp luy\u1ec7n hi\u1ec7u qu\u1ea3. B\u00ean c\u1ea1nh \u0111\u00f3, Nike c\u00f2n t\u1ea1o ra c\u00e1c n\u1ed9i dung gi\u00e1o d\u1ee5c, b\u00e0i t\u1eadp t\u00f9y ch\u1ec9nh v\u00e0 t\u1ed5 ch\u1ee9c cu\u1ed9c thi t\u1eadp luy\u1ec7n tr\u00ean \u1ee9ng d\u1ee5ng NTC \u0111\u1ec3 t\u0103ng t\u01b0\u01a1ng t\u00e1c kh\u00e1ch h\u00e0ng v\u00e0 x\u00e2y d\u1ef1ng c\u1ed9ng \u0111\u1ed3ng t\u1eadp luy\u1ec7n tr\u1ef1c tuy\u1ebfn.<\/span><\/p>\n

    Reward (Ph\u1ea7n th\u01b0\u1edfng)<\/b><\/h3>\n

    T\u1ea1o ra gi\u00e1 tr\u1ecb cho kh\u00e1ch h\u00e0ng b\u1eb1ng c\u00e1ch cung c\u1ea5p cho h\u1ecd c\u00e1c ph\u1ea7n th\u01b0\u1edfng, \u01b0u \u0111\u00e3i ho\u1eb7c gi\u1ea3i th\u01b0\u1edfng \u0111\u1ec3 khuy\u1ebfn kh\u00edch h\u1ecd th\u1ef1c hi\u1ec7n m\u1ed9t h\u00e0nh \u0111\u1ed9ng n\u00e0o \u0111\u00f3.<\/span><\/p>\n

    Nike \u0111\u00e3 s\u1eed d\u1ee5ng nhi\u1ec1u h\u00ecnh th\u1ee9c ph\u1ea7n th\u01b0\u1edfng (reward) \u0111\u1ec3 k\u00edch th\u00edch kh\u00e1ch h\u00e0ng mua h\u00e0ng v\u00e0 t\u0103ng c\u01b0\u1eddng t\u01b0\u01a1ng t\u00e1c v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd. M\u1ed9t v\u00ed d\u1ee5 v\u1ec1 c\u00e1c ph\u1ea7n th\u01b0\u1edfng c\u1ee7a Nike l\u00e0 Ch\u01b0\u01a1ng tr\u00ecnh NikePlus. \u0110\u00e2y l\u00e0 ch\u01b0\u01a1ng tr\u00ecnh th\u00e0nh vi\u00ean c\u1ee7a Nike, cho ph\u00e9p kh\u00e1ch h\u00e0ng t\u00edch l\u0169y \u0111i\u1ec3m (points) th\u00f4ng qua mua h\u00e0ng v\u00e0 ho\u1ea1t \u0111\u1ed9ng th\u1ec3 thao. Kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng \u0111i\u1ec3m \u0111\u1ec3 \u0111\u1ed5i l\u1ea5y s\u1ea3n ph\u1ea9m mi\u1ec5n ph\u00ed, gi\u1ea3m gi\u00e1, qu\u00e0 t\u1eb7ng v\u00e0 tr\u1ea3i nghi\u1ec7m \u0111\u1ed9c quy\u1ec1n c\u1ee7a Nike. Ph\u1ea7n th\u01b0\u1edfng n\u00e0y gi\u00fap t\u0103ng c\u01b0\u1eddng t\u01b0\u01a1ng t\u00e1c c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi th\u01b0\u01a1ng hi\u1ec7u Nike v\u00e0 gi\u00fap x\u00e2y d\u1ef1ng m\u1ed9t c\u1ed9ng \u0111\u1ed3ng ng\u01b0\u1eddi y\u00eau th\u1ec3 thao trung th\u00e0nh v\u1edbi Nike.<\/span><\/p>\n

    Intrigue (K\u00edch th\u00edch t\u00f2 m\u00f2)<\/b><\/h3>\n

    T\u1ea1o ra s\u1ef1 t\u00f2 m\u00f2 v\u00e0 k\u00edch th\u00edch s\u1ef1 quan t\u00e2m c\u1ee7a kh\u00e1ch h\u00e0ng b\u1eb1ng c\u00e1ch s\u1eed d\u1ee5ng c\u00e1c c\u00e2u h\u1ecfi, c\u00e2u chuy\u1ec7n ho\u1eb7c th\u00f4ng tin th\u00fa v\u1ecb \u0111\u1ec3 h\u1ecd mu\u1ed1n bi\u1ebft th\u00eam v\u1ec1 s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n.<\/span><\/p>\n

    M\u1ed9t v\u00ed d\u1ee5 v\u1ec1 c\u00e1ch Nike t\u1ea1o ra k\u00edch th\u00edch t\u00f2 m\u00f2 cho kh\u00e1ch h\u00e0ng l\u00e0 th\u00f4ng qua vi\u1ec7c ph\u00e1t h\u00e0nh c\u00e1c b\u1ed9 s\u01b0u t\u1eadp s\u1ea3n ph\u1ea9m \u0111\u1eb7c bi\u1ec7t ho\u1eb7c phi\u00ean b\u1ea3n gi\u1edbi h\u1ea1n. V\u00ed d\u1ee5, Nike \u0111\u00e3 ra m\u1eaft b\u1ed9 s\u01b0u t\u1eadp gi\u00e0y Air Max 1 \u201cCurry\u201d v\u1edbi m\u00e0u s\u1eafc v\u00e0 thi\u1ebft k\u1ebf m\u1edbi l\u1ea1, l\u00e0m cho c\u00e1c t\u00edn \u0111\u1ed3 gi\u00e0y d\u00e9p t\u00f2 m\u00f2 v\u00e0 h\u00e1o h\u1ee9c mu\u1ed1n s\u1edf h\u1eefu s\u1ea3n ph\u1ea9m n\u00e0y. Th\u00f4ng qua vi\u1ec7c gi\u1edbi h\u1ea1n s\u1ed1 l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m v\u00e0 gi\u1edbi thi\u1ec7u ch\u00fang trong m\u1ed9t th\u1eddi gian ng\u1eafn, Nike \u0111\u00e3 t\u1ea1o ra s\u1ef1 k\u00edch th\u00edch t\u00f2 m\u00f2 v\u00e0 c\u1ea3m gi\u00e1c \u0111\u1ed9c \u0111\u00e1o cho kh\u00e1ch h\u00e0ng, \u0111\u1ed3ng th\u1eddi t\u0103ng t\u00ednh kh\u00e1c bi\u1ec7t v\u00e0 gi\u00e1 tr\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u Nike.<\/span><\/p>\n

    Nurture (Ch\u0103m s\u00f3c)<\/b><\/h3>\n

    X\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng b\u1eb1ng c\u00e1ch cung c\u1ea5p cho h\u1ecd nh\u1eefng n\u1ed9i dung gi\u00e1 tr\u1ecb v\u00e0 t\u01b0\u01a1ng t\u00e1c v\u1edbi h\u1ecd, gi\u00fap t\u0103ng c\u01b0\u1eddng s\u1ef1 tin t\u01b0\u1edfng v\u00e0 s\u1ef1 t\u01b0\u01a1ng t\u00e1c c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n.<\/span><\/p>\n

    M\u1ed9t v\u00ed d\u1ee5 v\u1ec1 \u201cNurture (Ch\u0103m s\u00f3c)\u201d c\u1ee7a Nike l\u00e0 vi\u1ec7c th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0a ra ch\u01b0\u01a1ng tr\u00ecnh Nike Run Club (NRC) \u2013 m\u1ed9t \u1ee9ng d\u1ee5ng t\u1eadp luy\u1ec7n v\u00e0 ch\u1ea1y b\u1ed9 mi\u1ec5n ph\u00ed cho ng\u01b0\u1eddi d\u00f9ng. \u1ee8ng d\u1ee5ng n\u00e0y kh\u00f4ng ch\u1ec9 cung c\u1ea5p c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh t\u1eadp luy\u1ec7n v\u00e0 k\u1ebf ho\u1ea1ch ch\u1ea1y b\u1ed9, m\u00e0 c\u00f2n cung c\u1ea5p c\u1ea3 th\u00f4ng tin ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe, dinh d\u01b0\u1ee1ng v\u00e0 t\u00e2m l\u00fd cho ng\u01b0\u1eddi d\u00f9ng. B\u00ean c\u1ea1nh \u0111\u00f3, Nike c\u0169ng \u0111\u01b0a ra c\u00e1c s\u1ea3n ph\u1ea9m gi\u00e0y ch\u1ea1y b\u1ed9 v\u00e0 qu\u1ea7n \u00e1o ch\u1ea1y b\u1ed9 v\u1edbi thi\u1ebft k\u1ebf ch\u0103m s\u00f3c v\u00e0 h\u1ed7 tr\u1ee3 t\u1ed1i \u0111a cho c\u00e1c v\u1eadn \u0111\u1ed9ng vi\u00ean.\u00a0<\/span><\/p>\n

    Generate (T\u1ea1o ra)<\/b><\/h3>\n

    T\u1ea1o ra s\u1ef1 chia s\u1ebb v\u00e0 lan truy\u1ec1n th\u00f4ng tin v\u1ec1 s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n b\u1eb1ng c\u00e1ch s\u1eed d\u1ee5ng c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i, email marketing, hay qu\u1ea3ng c\u00e1o tr\u1ef1c tuy\u1ebfn.<\/span><\/p>\n

    V\u1edbi ph\u1ea7n Generate trong c\u00f4ng th\u1ee9c STRING, Nike s\u1eed d\u1ee5ng c\u00e1c n\u1ec1n t\u1ea3ng truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i nh\u01b0 Instagram v\u00e0 Twitter \u0111\u1ec3 \u0111\u0103ng t\u1ea3i c\u00e1c b\u00e0i vi\u1ebft, h\u00ecnh \u1ea3nh v\u00e0 video li\u00ean quan \u0111\u1ebfn c\u00e1c s\u1ea3n ph\u1ea9m th\u1ec3 thao c\u1ee7a h\u1ecd. Nike c\u0169ng s\u1eed d\u1ee5ng email marketing \u0111\u1ec3 g\u1eedi th\u00f4ng tin v\u1ec1 s\u1ea3n ph\u1ea9m th\u1ec3 thao m\u1edbi nh\u1ea5t v\u00e0 c\u00e1c \u01b0u \u0111\u00e3i \u0111\u1eb7c bi\u1ec7t \u0111\u1ebfn danh s\u00e1ch kh\u00e1ch h\u00e0ng v\u00e0 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u1ee7a h\u1ecd.<\/span><\/p>\n

    Th\u00f4ng qua vi\u1ec7c s\u1eed d\u1ee5ng c\u00f4ng th\u1ee9c STRING, Nike \u0111\u00e3 t\u1ea1o ra m\u1ed9t c\u00e2u chuy\u1ec7n v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh m\u1ebd v\u00e0 \u0111\u1ea7y c\u1ea3m h\u1ee9ng, \u0111\u01b0a ra c\u00e1c th\u00e1ch th\u1ee9c v\u00e0 nhi\u1ec7m v\u1ee5 \u0111\u1ec3 gi\u00fap ng\u01b0\u1eddi s\u1eed d\u1ee5ng \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau c\u1ee7a m\u00ecnh v\u00e0 gi\u1edbi thi\u1ec7u c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi \u0111\u1ec3 gi\u1ea3i quy\u1ebft nh\u1eefng v\u1ea5n \u0111\u1ec1. \u0110i\u1ec1u n\u00e0y gi\u00fap Nike t\u1ea1o ra m\u1ed9t th\u00f4ng \u0111i\u1ec7p ch\u00ednh x\u00e1c v\u00e0 hi\u1ec7u qu\u1ea3 \u0111\u1ec3 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng c\u0169 v\u00e0 thu h\u00fat kh\u00e1ch h\u00e0ng m\u1edbi.<\/span><\/p>\n

    T\u1ed5ng k\u1ebft l\u1ea1i, trong content marketing, vi\u1ec7c s\u1eed d\u1ee5ng c\u00e1c c\u00f4ng th\u1ee9c content nh\u01b0 AIDA, SSS, PAS, v\u00e0 STRING gi\u00fap c\u00e1c th\u01b0\u01a1ng hi\u1ec7u x\u00e2y d\u1ef1ng nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c n\u1ed9i dung hi\u1ec7u qu\u1ea3 \u0111\u1ec3 thu h\u00fat, t\u1ea1o \u0111\u1ed9ng l\u1ef1c v\u00e0 \u0111\u01b0a kh\u00e1ch h\u00e0ng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a m\u00ecnh. V\u1edbi c\u00e1c c\u00f4ng th\u1ee9c n\u00e0y, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 \u0111\u01b0a ra c\u00e1c th\u00f4ng \u0111i\u1ec7p hi\u1ec7u qu\u1ea3 v\u00e0 \u0111\u1ed3ng th\u1eddi t\u1ea1o ra m\u1ed9t li\u00ean k\u1ebft t\u1ed1t v\u1edbi kh\u00e1ch h\u00e0ng, t\u1eeb \u0111\u00f3 gi\u00fap t\u0103ng doanh s\u1ed1 b\u00e1n h\u00e0ng v\u00e0 m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng.<\/span><\/p>\n

    Xem th\u00eam:\u00a0<\/strong><\/em><\/p>\n

    Content Marketing \u2013 Chi\u1ebfn l\u01b0\u1ee3c thi\u1ebft y\u1ebfu cho m\u1ecdi doanh nghi\u1ec7p\u00a0<\/strong><\/em><\/p>\n

    11 \u00dd t\u01b0\u1edfng tuy\u1ec7t v\u1eddi cho Content Marketing<\/strong><\/em><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

    Content marketing l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 kh\u00f4ng th\u1ec3 thi\u1ebfu trong b\u1ea5t k\u1ef3 chi\u1ebfn l\u01b0\u1ee3c marketing n\u00e0o. Tuy nhi\u00ean, vi\u1ec7c t\u1ea1o ra n\u1ed9i dung h\u1ea5p d\u1eabn v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng l\u00e0 m\u1ed9t th\u00e1ch th\u1ee9c l\u1edbn. V\u00ec v\u1eady, c\u00e1c marketer c\u1ea7n s\u1eed d\u1ee5ng c\u00e1c c\u00f4ng th\u1ee9c content marketing \u0111\u1ec3 t\u1ea1o ra n\u1ed9i dung hi\u1ec7u qu\u1ea3 v\u00e0 thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a kh\u00e1ch h\u00e0ng. Trong b\u00e0i vi\u1ebft n\u00e0y, ch\u00fang ta s\u1ebd \u0111i\u1ec3m qua nh\u1eefng c\u00f4ng th\u1ee9c content marketing ph\u1ed5 bi\u1ebfn nh\u1ea5t.<\/span><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[191],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/54269"}],"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=54269"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/54269\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=54269"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=54269"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=54269"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}