{"id":56627,"date":"2023-12-20T18:59:46","date_gmt":"2023-12-20T11:59:46","guid":{"rendered":"https:\/\/masterskills.org\/blog\/bai-hoc-content-marketing-tu-cuoc-chien-giua-amazon-va-hachette.html"},"modified":"2023-12-20T18:59:46","modified_gmt":"2023-12-20T11:59:46","slug":"bai-hoc-content-marketing-tu-cuoc-chien-giua-amazon-va-hachette","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/bai-hoc-content-marketing-tu-cuoc-chien-giua-amazon-va-hachette.html","title":{"rendered":"B\u00e0i h\u1ecdc Content Marketing t\u1eeb Cu\u1ed9c Chi\u1ebfn Gi\u1eefa Amazon V\u00e0 Hachette"},"content":{"rendered":"
T\u00ecm ki\u1ebfm m\u1ed9t cu\u1ed1n s\u00e1ch tr\u00ean Hachette, b\u1ea1n g\u1ea7n nh\u01b0 ch\u1eafc ch\u1eafn s\u1ebd t\u00ecm th\u1ea5y m\u1ecdi th\u1ee9 m\u00e0 b\u1ea1n \u0111ang t\u00ecm ki\u1ebfm \u1edf Amazon v\u00e0 Goodreads.<\/p>\n

\u0110\u00f3 l\u00e0 l\u00fd do v\u00ec sao cu\u1ed9c chi\u1ebfn d\u00e0i h\u01a1i v\u1edbi Amazon v\u1ec1 gi\u00e1 ebook l\u1ea1i l\u00e0 cu\u1ed9c chi\u1ebfn nhi\u1ec1u r\u1ee7i ro \u0111\u1ebfn th\u1ebf \u0111\u1ed1i v\u1edbi Hachette \u2013 v\u00e0 t\u1ea5t c\u1ea3 c\u00e1c nh\u00e0 xu\u1ea5t b\u1ea3n kh\u00e1c. Amazon s\u1edf h\u1eefu v\u1ecb th\u1ebf h\u00e0ng \u0111\u1ea7u \u0111\u00e1ng th\u00e8m mu\u1ed1n v\u1edbi h\u00e0ng tri\u1ec7u \u0111\u1ea7u s\u00e1ch; nh\u01b0ng, quan tr\u1ecdng h\u01a1n th\u1ebf, n\u00f3 s\u1edf h\u1eefu r\u1ea5t nhi\u1ec1u m\u1ed1i quan h\u1ec7 kh\u00e1ch h\u00e0ng.<\/p>\n

\"Cu\u1ed9c<\/p>\n

Cu\u1ed9c chi\u1ebfn gi\u1eefa Amazon v\u00e0 Hachette l\u00e0 b\u00e0i h\u1ecdc tuy\u1ec7t v\u1eddi n\u1ebfu b\u1ea1n \u0111ang b\u1eaft \u0111\u1ea7u tri\u1ec3n khai content marketing<\/p>\n<\/div>\n

L\u00e0m th\u1ebf n\u00e0o chuy\u1ec7n n\u00e0y l\u1ea1i x\u1ea3y ra? \u0110\u00f3 l\u00e0 c\u00e2u h\u1ecfi m\u00e0 t\u1ea5t c\u1ea3 c\u00e1c nh\u00e0 marketing \u0111\u1ec1u ph\u1ea3i \u0111\u01b0a ra, nh\u1ea5t l\u00e0 khi h\u1ecd mu\u1ed1n bi\u1ebft c\u00e1ch t\u1ed1i \u0111a h\u00f3a chi\u1ebfn l\u01b0\u1ee3c content marketing c\u1ee7a m\u00ecnh.<\/p>\n

Sau \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 b\u00e0i h\u1ecdc \u0111\u01b0\u1ee3c r\u00fat ra t\u1eeb cu\u1ed9c chi\u1ebfn gi\u1eefa Amazon v\u00e0 Hachette.<\/p>\n

1. Ki\u1ebfn th\u1ee9c tr\u01b0\u1edbc, b\u00e1n h\u00e0ng sau<\/strong>
\nNg\u01b0\u1eddi ta r\u1ea5t d\u1ec5 coi Amazon l\u00e0 m\u1ed9t sinh v\u1eadt to l\u1edbn, x\u1ea5u xa nh\u1ea5t trong khu r\u1eebng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed. N\u00f3 \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 Walmart tr\u00ean m\u1ea1ng b\u1edfi c\u00f4ng ty ho\u00e0n to\u00e0n t\u1eadp trung v\u00e0o vi\u1ec7c b\u00e1n h\u00e0ng \u2013 th\u1eadm ch\u00ed hy sinh c\u1ea3 l\u1ee3i nhu\u1eadn c\u1ee7a m\u00ecnh. Nh\u01b0ng Amazon l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 thu h\u00fat kh\u00e1ch h\u00e0ng ngay trong l\u1ea7n \u0111\u1ea7u ti\u00ean?<\/p>\n

Gi\u00e1 th\u00e0nh v\u00e0 qu\u00e1 tr\u00ecnh x\u1eed l\u00fd \u0111\u01a1n h\u00e0ng \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng, nh\u01b0ng tr\u00ean l\u00fd thuy\u1ebft, b\u1ea5t c\u1ee9 ai c\u0169ng c\u00f3 th\u1ec3 b\u00e1n gi\u00e1 th\u1ea5p h\u01a1n v\u00e0 giao h\u00e0ng nhanh h\u01a1n Amazon (\u00edt nh\u1ea5t l\u00e0 ri\u00eang kho\u1ea3n nhanh ch\u00f3ng). \u0110i\u1ec1u gi\u1eef g\u00ecn s\u1ef1 trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi Amazon ch\u00ednh l\u00e0 n\u1ed9i dung tuy\u1ec7t v\u1eddi m\u00e0 Amazon t\u1ea1o ra. Vi\u1ec7c cung c\u1ea5p n\u1ed9i dung t\u1ed1t cho kh\u00e1ch h\u00e0ng gi\u00fap Amazon ch\u1ee9ng minh \u0111\u01b0\u1ee3c gi\u00e1 tr\u1ecb c\u1ee7a n\u00f3 tr\u01b0\u1edbc ti\u00ean l\u00e0 m\u1ed9t nh\u00e0 gi\u00e1o d\u1ee5c, r\u1ed3i m\u1edbi l\u00e0 nh\u00e0 b\u00e1n l\u1ebb.<\/p>\n

H\u00e3y xem x\u00e9t tr\u01b0\u1eddng h\u1ee3p c\u1ee7a David Baldacci, t\u00e1c gi\u1ea3 s\u00e1ch b\u00e1n ch\u1ea1y nh\u1ea5t c\u1ee7a Hachette, ng\u01b0\u1eddi \u0111\u00e3 t\u1eebng vi\u1ebft h\u01a1n 20 cu\u1ed1n ti\u1ec3u thuy\u1ebft, bao g\u1ed3m Absolute Power (Quy\u1ec1n N\u0103ng Tuy\u1ec7t \u0110\u1ed1i), t\u00e1c ph\u1ea9m \u0111\u00e3 \u0111\u01b0\u1ee3c chuy\u1ec3n th\u1ec3 th\u00e0nh phim b\u1edfi Clint Eastwood. Baldacci l\u00e0 m\u1ed9t giao d\u1ecbch l\u1edbn trong th\u1ebf gi\u1edbi s\u00e1ch\u2026 nh\u01b0ng b\u1ea1n s\u1ebd kh\u00f4ng bi\u1ebft \u0111i\u1ec1u \u0111\u00f3 khi nh\u00ecn v\u00e0o trang t\u00e1c gi\u1ea3 c\u1ee7a anh \u1ea5y tr\u00ean Hachette. Ngo\u00e0i m\u1ed9t v\u00e0i \u0111\u01b0\u1eddng link t\u1edbi c\u00e1c th\u00f4ng tin\u00a0truy\u1ec1n th\u00f4ng c\u1ee7a Baldacci v\u00e0 website c\u1ee7a anh \u1ea5y, th\u00ec trang t\u00e1c gi\u1ea3 l\u00e0 m\u1ed9t m\u1eb7t ti\u1ec1n b\u00e1n h\u00e0ng ch\u00e1n ng\u1eaft. Click v\u00e0o m\u1ed9t cu\u1ed1n s\u00e1ch c\u1ee7a Baldacci, b\u1ea1n thu th\u1eadp \u0111\u01b0\u1ee3c ch\u00fat \u00edt th\u00f4ng tin bao g\u1ed3m m\u1ed9t b\u1ea3n t\u00f3m t\u1eaft ng\u1eafn g\u1ecdn, m\u1ed9t v\u00e0i c\u00e2u v\u1ec1 t\u00e1c gi\u1ea3, v\u00e0 m\u1ed9t v\u00e0i tr\u00edch d\u1eabn khen ng\u1ee3i t\u00e1c ph\u1ea9m. \u0110\u00f3 l\u00e0 m\u1ed9t s\u1ed1 l\u01b0\u1ee3ng th\u00f4ng tin \u00edt \u1ecfi \u0111\u1ebfn ng\u1ea1c nhi\u00ean t\u1eeb m\u1ed9t c\u00f4ng ty trong ng\u00e0nh n\u1ed9i dung.<\/p>\n

Tr\u00e1i ng\u01b0\u1ee3c v\u1edbi Hachette, trang Amazon c\u1ee7a Baldacci c\u0169ng c\u00f3 t\u1ea5t c\u1ea3 nh\u1eefng n\u1ed9i dung b\u1ea1n th\u1ea5y tr\u00ean Hachette, th\u00eam v\u00e0o \u0111\u00f3 l\u00e0 link d\u1eabn \u0111\u1ebfn c\u00e1c di\u1ec5n \u0111\u00e0n n\u01a1i ng\u01b0\u1eddi h\u00e2m m\u1ed9 th\u1ea3o lu\u1eadn v\u1ec1 c\u00e1c t\u00e1c ph\u1ea9m c\u1ee7a t\u00e1c gi\u1ea3, link d\u1eabn \u0111\u1ebfn c\u00e1c t\u00e1c gi\u1ea3 t\u01b0\u01a1ng t\u1ef1 v\u00e0 nh\u1eefng cu\u1ed1n s\u00e1ch c\u00f3 li\u00ean quan, v\u00e0 m\u1ed9t email ch\u00e0o h\u00e0ng \u1ea5n t\u01b0\u1ee3ng \u0111\u01b0\u1ee3c g\u1eedi \u0111\u1ebfn \u0111\u1ed9c gi\u1ea3 m\u1ed7i khi m\u1ed9t cu\u1ed1n s\u00e1ch m\u1edbi c\u1ee7a Baldacci \u0111\u01b0\u1ee3c xu\u1ea5t b\u1ea3n. Th\u1eadm ch\u00ed khi click v\u00e0o m\u1ed9t trong nh\u1eefng cu\u1ed1n s\u00e1ch \u0111\u00f3, b\u1ea1n c\u00f2n c\u00f3 th\u1ec3 \u0111\u1ecdc mi\u1ec5n ph\u00ed m\u1ed9t v\u00e0i ch\u01b0\u01a1ng trong \u0111\u00f3.<\/p>\n

C\u1ea3 Amazon v\u00e0 Hachette \u0111\u1ec1u mu\u1ed1n ng\u01b0\u1eddi \u0111\u1ecdc mua s\u00e1ch c\u1ee7a Baldacci, nh\u01b0ng \u0111\u1eb7c tr\u01b0ng c\u1ee7a Amazon l\u00e0 s\u1eed d\u1ee5ng n\u1ed9i dung \u0111\u1ec3 gi\u00e1o d\u1ee5c kh\u00e1ch h\u00e0ng, ch\u00ednh \u0111i\u1ec1u n\u00e0y gi\u00fap Amazon x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng, k\u1ec3 c\u1ea3 n\u1ebfu n\u00f3 kh\u00f4ng b\u00e1n \u0111\u01b0\u1ee3c h\u00e0ng ngay l\u1eadp t\u1ee9c.<\/p>\n

K\u1ebft lu\u1eadn v\u1ec1 content marketing<\/em>: H\u00e0ng h\u00f3a c\u00f3 th\u1ec3 gi\u1ed1ng nhau, nh\u01b0ng th\u00f4ng tin m\u00e0 b\u1ea1n \u0111em l\u1ea1i c\u00f3 gi\u00e1 tr\u1ecb h\u01a1n r\u1ea5t nhi\u1ec1u l\u1ea7n \u0111\u1ed1i v\u1edbi nhu c\u1ea7u t\u00ecm hi\u1ec3u c\u1ee7a kh\u00e1ch h\u00e0ng. B\u1eb1ng c\u00e1ch gh\u00e9 th\u0103m website, kh\u00e1ch h\u00e0ng \u0111ang th\u1ec3 hi\u1ec7n mong mu\u1ed1n \u0111\u01b0\u1ee3c hi\u1ec3u bi\u1ebft, v\u00e0 \u0111\u00f3 ch\u00ednh l\u00e0 c\u01a1 h\u1ed9i \u0111\u1ec3 b\u1ea1n truy\u1ec1n t\u1ea3i th\u00f4ng tin. Ph\u01b0\u01a1ng ph\u00e1p giao d\u1ecbch c\u00f3 th\u1ec3 gi\u00fap b\u1ea1n b\u00e1n \u0111\u01b0\u1ee3c h\u00e0ng, nh\u01b0ng nh\u1eefng n\u1ed9i dung c\u00f3 \u00edch\u00a0s\u1ebd gi\u00fap c\u1ee7ng c\u1ed1 m\u1ed1i quan h\u1ec7 l\u00e2u d\u00e0i, t\u1eeb \u0111\u00f3 khi\u1ebfn kh\u00e1ch h\u00e0ng ngh\u0129 \u0111\u1ebfn b\u1ea1n nh\u01b0 \u0111\u1ecba ch\u1ec9 duy nh\u1ea5t v\u00e0 \u0111\u00e1ng tin c\u1eady m\u00e0 h\u1ecd mu\u1ed1n mua h\u00e0ng m\u1ed7i khi c\u00f3 nhu c\u1ea7u.<\/p>\n

2. T\u1ea1o \u0111i\u1ec1u ki\u1ec7n ti\u1ebfp c\u1eadn nh\u1eefng n\u1ed9i dung h\u1eefu \u00edch, ch\u00ednh th\u1ed1ng<\/strong>
\nKhi mua m\u1ed9t cu\u1ed1n s\u00e1ch, \u0111i\u1ec1u duy nh\u1ea5t b\u1ea1n mu\u1ed1n bi\u1ebft tr\u01b0\u1edbc khi quy\u1ebft \u0111\u1ecbnh l\u00e0 li\u1ec7u cu\u1ed1n s\u00e1ch c\u00f3 \u0111\u00e1ng ti\u1ec1n hay kh\u00f4ng. \u0110\u00f3 l\u00e0 m\u1ed9t c\u00e2u h\u1ecfi ch\u1ee7 quan, nh\u01b0ng s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa Amazon v\u00e0 Hachette ch\u00ednh l\u00e0 m\u1ee9c \u0111\u1ed9 \u1ea5n t\u01b0\u1ee3ng.<\/p>\n

Website c\u1ee7a Hachette c\u00f3 th\u1ec3 ch\u1ee9a r\u1ea5t nhi\u1ec1u th\u00f4ng tin, nh\u01b0ng \u0111i\u1ec1u duy nh\u1ea5t n\u00f3 kh\u00f4ng c\u00f3 l\u00e0 m\u1ed9t ngu\u1ed3n g\u1ed1c \u0111\u00e1ng tin c\u1eady \u2013 b\u1edfi website c\u1ee7a Hachette b\u1ecb m\u1eafc k\u1eb9t trong quan ni\u1ec7m qu\u1ea3ng c\u00e1o.<\/p>\n

Thay v\u00ec cung c\u1ea5p c\u00e1c ph\u1ea3n h\u1ed3i, Hachette l\u1ea1i m\u1eddi \u0111\u1ed9c gi\u1ea3 click v\u00e0o m\u1ed9t \u0111\u01b0\u1eddng link d\u00e1n nh\u00e3n \u201cPraise\u201d (khen ng\u1ee3i). Ch\u1eb3ng c\u00f3 g\u00ec \u0111\u00e1ng mong \u0111\u1ee3i, ph\u1ea3i kh\u00f4ng? Th\u1ef1c t\u1ebf l\u00e0 Hachette \u0111ang tuy\u00ean b\u1ed1 v\u1edbi kh\u00e1ch h\u00e0ng r\u1eb1ng: \u201cCu\u1ed1n s\u00e1ch \u0111\u00f3 r\u1ea5t tuy\u1ec7t v\u1eddi v\u00ec m\u1ecdi cu\u1ed1n s\u00e1ch Hachette \u0111\u1ec1u tuy\u1ec7t v\u1eddi v\u00e0 b\u1ea1n s\u1ebd y\u00eau th\u00edch t\u1ea5t th\u1ea3y ch\u00fang, \u0111\u1eb7c bi\u1ec7t l\u00e0 cu\u1ed1n n\u00e0y. H\u00e3y mua n\u00f3 ngay!\u201d<\/p>\n

Ng\u01b0\u1ee3c l\u1ea1i, Amazon l\u00e0 m\u1ed9t nh\u00e0 m\u00f4i gi\u1edbi trung th\u1ef1c. H\u1ecd\u00a0kh\u00f4ng s\u1eed d\u1ee5ng nh\u1eefng m\u00e1nh kh\u00f3e qu\u1ea3ng c\u00e1o l\u1ed7i th\u1eddi \u0111\u1ec3 b\u00e1n s\u00e1ch. Thay v\u00e0o \u0111\u00f3, Amazon s\u1eed d\u1ee5ng content marketing d\u01b0\u1edbi h\u00ecnh th\u1ee9c ph\u1ea3n h\u1ed3i \u0111\u01b0\u1ee3c t\u1eadp h\u1ee3p t\u1eeb c\u00e1c \u0111\u1ed9c gi\u1ea3 v\u00e0 c\u00e1c nh\u00e0 ph\u00ea b\u00ecnh chuy\u00ean nghi\u1ec7p.<\/p>\n

H\u00e3y xem x\u00e9t The Target, cu\u1ed1n ti\u1ec3u thuy\u1ebft g\u1ea7n \u0111\u00e2y nh\u1ea5t trong tuy\u1ec3n t\u1eadp\u00a0Will Robie c\u1ee7a Baldacci. Hachette ch\u1ec9 ch\u1ecdn nh\u1eefng l\u1eddi t\u00e1n d\u01b0\u01a1ng cu\u1ed1n s\u00e1ch, trong khi Amazon l\u1ea1i thu th\u1eadp t\u1ea5t c\u1ea3 c\u00e1c ph\u1ea3n h\u1ed3i, c\u1ea3 t\u00edch c\u1ef1c l\u1eabn ti\u00eau c\u1ef1c. Amazon c\u00f3 th\u1ec3 \u0111\u01b0a ra nh\u1eefng ph\u1ea3n h\u1ed3i c\u1ea3 t\u1ed1t l\u1eabn x\u1ea5u, nh\u01b0ng trong m\u1ed9t th\u1ebf gi\u1edbi m\u00e0 th\u00f4ng tin ch\u1ec9 l\u00e0 m\u1ed9t c\u00fa nh\u1ea5p\u00a0chu\u1ed9t, th\u00ec Hachette kh\u00f4ng c\u00f2n gi\u1eef \u0111\u01b0\u1ee3c \u0111\u1ecba v\u1ecb c\u1ee7a n\u00f3 khi ch\u1ec9 cung c\u1ea5p nh\u1eefng th\u00f4ng tin t\u00edch c\u1ef1c cho kh\u00e1ch h\u00e0ng. Hay n\u00f3i c\u00e1ch kh\u00e1c: Hachette c\u1ea7n t\u1ea1o \u0111i\u1ec1u ki\u1ec7n cho kh\u00e1ch h\u00e0ng ti\u1ebfp c\u1eadn c\u00e1c n\u1ed9i dung ch\u00ednh th\u1ed1ng v\u00e0 h\u1eefu \u00edch c\u00e0ng nhi\u1ec1u c\u00e0ng t\u1ed1t b\u1edfi vi\u1ec7c gi\u1ea5u gi\u1ebfm kh\u00f4ng c\u00f2n l\u00e0 m\u1ed9t l\u1ef1a ch\u1ecdn n\u1eefa. D\u00f9 cu\u1ed1n s\u00e1ch t\u1ed3i t\u1ec7 (hay \u0111\u00fang h\u01a1n l\u00e0 kh\u00f4ng th\u00edch h\u1ee3p v\u1edbi m\u1ed9t s\u1ed1 \u0111\u1ed9c gi\u1ea3), Hachette c\u0169ng ph\u1ea3i cho kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c bi\u1ebft.<\/p>\n

K\u1ebft lu\u1eadn content marketing<\/em>: Th\u1eddi \u0111\u1ea1i c\u1ee7a qu\u1ea3ng c\u00e1o \u0111\u00e3 qua. Content marketing l\u00e0 m\u1ed9t b\u01b0\u1edbc quan tr\u1ecdng ti\u1ebfp theo, nh\u01b0ng \u0111\u1ec3 content marketing \u0111\u1ea1t hi\u1ec7u qu\u1ea3, c\u00e1c nh\u00e0 b\u00e1n l\u1ebb c\u1ea7n ch\u1ea5p nh\u1eadn s\u1ef1 th\u1eadt r\u1eb1ng h\u1ecd kh\u00f4ng th\u1ec3 nh\u1ed3i nh\u00e9t s\u1ea3n ph\u1ea9m v\u00e0o kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c n\u1eefa. Thay v\u00e0o \u0111\u00f3, c\u00e1c nh\u00e0 b\u00e1n l\u1ebb ph\u1ea3i d\u00e0nh n\u0103ng l\u01b0\u1ee3ng v\u00e0o vi\u1ec7c tr\u1ea3 l\u1eddi t\u1eebng c\u00e2u h\u1ecfi m\u00e0 m\u1ed7i kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 c\u00f3 v\u00e0 sau \u0111\u00f3 t\u1ea1o \u0111i\u1ec1u ki\u1ec7n \u0111\u1ec3 kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn \u0111\u01b0\u1ee3c v\u1edbi nh\u1eefng c\u00e2u tr\u1ea3 l\u1eddi \u0111\u00f3.<\/p>\n

3. T\u01b0 duy nh\u01b0 m\u1ed9t nh\u00e0 xu\u1ea5t b\u1ea3n (ch\u1ea5t l\u01b0\u1ee3ng)<\/strong>
\nC\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n t\u01b0 duy nh\u01b0 nh\u00e0 xu\u1ea5t b\u1ea3n. \u0110\u00f3 l\u00e0 ki\u1ebfn th\u1ee9c ph\u1ed5 th\u00f4ng c\u1ee7a content marketing, v\u00e0 n\u00f3 ho\u00e0n to\u00e0n ch\u00ednh x\u00e1c. \u0110\u00f3 l\u00e0 l\u00fd do v\u00ec sao cu\u1ed9c chi\u1ebfn c\u1ee7a Hachette v\u1edbi Amazon l\u1ea1i n\u1ef1c c\u01b0\u1eddi \u0111\u1ebfn v\u1eady.<\/p>\n

Hachette l\u00e0 m\u1ed9t nh\u00e0 xu\u1ea5t b\u1ea3n, nh\u01b0ng Amazon l\u1ea1i l\u00e0 m\u1ed9t c\u00f4ng ty c\u00f3 t\u01b0 duy nh\u01b0 nh\u00e0 xu\u1ea5t b\u1ea3n. Amazon s\u1eed d\u1ee5ng blog \u0111\u1ec3 ti\u1ebfp c\u1eadn \u0111\u1ed9c gi\u1ea3, \u0111\u0103ng c\u00e1c b\u00e0i ph\u1ecfng v\u1ea5n v\u1edbi t\u00e1c gi\u1ea3, v\u00e0 cung c\u1ea5p m\u1ed9t h\u1ec7 th\u1ed1ng n\u1ed9i dung x\u00e3 lu\u1eadn \u0111\u1ea7y \u0111\u1ee7. Hachette c\u0169ng c\u00f3 th\u1ec3 cung c\u1ea5p nh\u1eefng th\u1ee9 n\u00e0y, d\u00f9 l\u00e0 \u1edf quy m\u00f4 nh\u1ecf h\u01a1n. Nh\u01b0ng v\u1ea5n \u0111\u1ec1 kh\u00f4ng n\u1eb1m \u1edf quy m\u00f4 c\u1ee7a n\u1ed9i dung cung c\u1ea5p, m\u00e0 l\u00e0 \u1edf ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a n\u1ed9i dung. \u0110\u00f3 ch\u00ednh l\u00e0 \u0111i\u1ec3m m\u00e0 Hachette \u0111ang \u0111\u00e1nh m\u1ea5t c\u01a1 h\u1ed9i l\u1edbn nh\u1ea5t c\u1ee7a m\u00ecnh. B\u1edfi, kh\u00f4ng gi\u1ed1ng Amazon, Hachette c\u00f3 c\u00e1c t\u00e1c gi\u1ea3 c\u1ee7a ri\u00eang h\u1ecd\u00a0\u2013 m\u1ed9t ngu\u1ed3n l\u1ef1c m\u00e0 b\u1ea5t c\u1ee9 nh\u00e0 b\u00e1n l\u1ebb n\u00e0o c\u0169ng s\u1eb5n s\u00e0ng \u0111\u00e1nh \u0111\u1ed5i m\u1ecdi th\u1ee9 \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c.<\/p>\n

K\u1ebft lu\u1eadn content marketing<\/em>: T\u01b0 duy nh\u01b0 m\u1ed9t nh\u00e0 xu\u1ea5t b\u1ea3n kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c, n\u00f3 l\u00e0 m\u1ed9t y\u00eau c\u1ea7u b\u1eaft bu\u1ed9c. Chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a b\u1ea1n kh\u00f4ng th\u1ec3 ch\u1ec9 l\u00e0 c\u00e1c b\u00e0i \u0111\u0103ng\u00a0tr\u00ean blog v\u00e0 c\u00e1c c\u00f4ng c\u1ee5 truy\u1ec1n th\u00f4ng\u2026 Chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a b\u1ea1n c\u1ea7n ph\u1ea3i ph\u1ea3n \u00e1nh m\u1ed9t t\u1ea7m nh\u00ecn, trong \u0111\u00f3 khai th\u00e1c s\u1ef1\u00a0ri\u00eang bi\u1ec7t c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n. \u0110\u1ed1i v\u1edbi Hachette, \u0111\u00f3 ch\u00ednh l\u00e0 c\u00e1c t\u00e1c gi\u1ea3 m\u00e0 h\u1ecd s\u1edf h\u1eefu.<\/p>\n

D\u00f9 b\u1ea1n \u0111ang l\u00e0m marketing cho s\u00e1ch, \u00f4t\u00f4, hay c\u00e1c d\u1ecbch v\u1ee5 li\u00ean quan \u0111\u1ebfn gi\u1ea3i ph\u00e1p h\u1ed7 tr\u1ee3 kh\u00e1ch h\u00e0ng tr\u1ef1c tuy\u1ebfn, b\u1ea1n \u0111\u1ec1u c\u1ea7n ph\u1ea3i b\u1ed9c l\u1ed9 kh\u1ea3 n\u0103ng cung c\u1ea5p n\u1ed9i dung ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u b\u1eb1ng c\u00e1ch nh\u1ea5n m\u1ea1nh nh\u1eefng \u0111\u1eb7c tr\u01b0ng gi\u00fap ph\u00e2n bi\u1ec7t b\u1ea1n v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 kh\u00e1c.<\/p>\n

B\u00e0i li\u00ean quan: [Infographic] \u0110\u1ec3 th\u1ef1c s\u1ef1 \u0111\u1ed9t ph\u00e1 v\u1edbi Content Marketing 2015?<\/em><\/p>\n

Ngu\u1ed3n: marketingprofs.com<\/em><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

\u0110\u00f3 l\u00e0 l\u00fd do v\u00ec sao cu\u1ed9c chi\u1ebfn d\u00e0i h\u01a1i v\u1edbi Amazon v\u1ec1 gi\u00e1 ebook l\u1ea1i l\u00e0 cu\u1ed9c chi\u1ebfn nhi\u1ec1u r\u1ee7i ro \u0111\u1ebfn th\u1ebf \u0111\u1ed1i v\u1edbi Hachette \u2013 v\u00e0 t\u1ea5t c\u1ea3 c\u00e1c nh\u00e0 xu\u1ea5t b\u1ea3n kh\u00e1c. Amazon s\u1edf h\u1eefu v\u1ecb th\u1ebf h\u00e0ng \u0111\u1ea7u \u0111\u00e1ng th\u00e8m mu\u1ed1n v\u1edbi h\u00e0ng tri\u1ec7u \u0111\u1ea7u s\u00e1ch; nh\u01b0ng, quan tr\u1ecdng h\u01a1n th\u1ebf, n\u00f3 s\u1edf h\u1eefu r\u1ea5t nhi\u1ec1u m\u1ed1i quan h\u1ec7 kh\u00e1ch h\u00e0ng.<\/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\/56627"}],"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=56627"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/56627\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=56627"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=56627"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=56627"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}