{"id":822,"date":"2018-12-09T10:11:27","date_gmt":"2018-12-09T09:11:27","guid":{"rendered":"https:\/\/joakimarhammar.se\/?p=822"},"modified":"2018-12-09T10:11:27","modified_gmt":"2018-12-09T09:11:27","slug":"glom-inte-att-prata-produkt","status":"publish","type":"post","link":"https:\/\/arhammar.se\/joakim\/index.php\/2018\/12\/09\/glom-inte-att-prata-produkt\/","title":{"rendered":"GL\u00d6M INTE ATT PRATA PRODUKT"},"content":{"rendered":"\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/arhammar.se\/joakim\/wp-content\/uploads\/2018\/12\/Contentinsikter2019nr4-1024x576.jpg\" alt=\"\" class=\"wp-image-823\" srcset=\"https:\/\/arhammar.se\/joakim\/wp-content\/uploads\/2018\/12\/Contentinsikter2019nr4-1024x576.jpg 1024w, https:\/\/arhammar.se\/joakim\/wp-content\/uploads\/2018\/12\/Contentinsikter2019nr4-300x169.jpg 300w, https:\/\/arhammar.se\/joakim\/wp-content\/uploads\/2018\/12\/Contentinsikter2019nr4-768x432.jpg 768w, https:\/\/arhammar.se\/joakim\/wp-content\/uploads\/2018\/12\/Contentinsikter2019nr4-1536x864.jpg 1536w, https:\/\/arhammar.se\/joakim\/wp-content\/uploads\/2018\/12\/Contentinsikter2019nr4.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Bra content antingen utbildar eller underh\u00e5ller &#8211; p\u00e5 ett engagerande s\u00e4tt. Fokus hos m\u00e5nga som anv\u00e4nder content marketing ligger p\u00e5 historieber\u00e4ttandet, men gl\u00f6m inte bort att dina produkter och information runt dem ocks\u00e5 ofta \u00e4r intressanta f\u00f6r m\u00e5lgruppen.<\/p>\n\n\n\n<p>G\u00e5 till mejeriavdelningen i en mataff\u00e4r och l\u00e4s all text p\u00e5 n\u00e5gra mj\u00f6lkpaket. P\u00e5 baksidan kommer det troligen vara n\u00e5got form av historieber\u00e4ttande, p\u00e5 sidorna produktinformation och p\u00e5 framsidan loggor och produktnamn. Allt f\u00f6r m\u00e5nga content marketing-projekt stannar vid historieber\u00e4ttandet p\u00e5 mj\u00f6lkens baksida och t\u00e4nker inte p\u00e5 kopplingen till sidorna (produkten) och paketets framsida (f\u00f6retagets namn och branding). Det g\u00f6r att kraften av content marketing inte utnyttjas fullt ut, eftersom de tv\u00e5 senare delarna \u00e4r n\u00f6dv\u00e4ndiga f\u00f6r att vinna kunder och v\u00e4xa som f\u00f6retag.<\/p>\n\n\n\n<p>I en unders\u00f6kning fr\u00e5n 2011 tillfr\u00e5gades drygt 1000 svenskar vad de vill l\u00e4sa om p\u00e5 mj\u00f6lkpaket. Svaren blev en l\u00e4rdom f\u00f6r alla content marketing-ut\u00f6vare: en blandning mellan storytelling (utbildande och underh\u00e5llande) och produktinformation.<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Sp\u00e4nnande\n     recept<\/li><li>Om historiska\n     h\u00e4ndelser<\/li><li>Roliga historier<\/li><li>Mj\u00f6lkfakta<\/li><li>Inneh\u00e5llsf\u00f6rteckningen<\/li><li>Om kossor och\n     lantbruk<\/li><li>Annat<\/li><\/ol>\n\n\n\n<p><strong>INSIKT:<\/strong> Storytelling \u00e4r j\u00e4ttebra, men se till att information om produkten och om f\u00f6retaget finns tillg\u00e4nglig om din m\u00e5lgrupp blir nyfiken.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p><strong><em>Om #contentinsikter2019<\/em><\/strong><em><br>Trendspaningar ser alltid likadana ut fr\u00e5n ett \u00e5r till ett annat och de \u00e4r s\u00e4llan applicerbara nu p\u00e5 direkten. D\u00e4rf\u00f6r g\u00f6r jag nu ett f\u00f6rs\u00f6k att ist\u00e4llet f\u00f6r spaningar ge mina b\u00e4sta insikter om content marketing inf\u00f6r 2019.\u00a0<br>F\u00f6lj alla <\/em><a href=\"https:\/\/arhammar.se\/joakim\/category\/contentinsikter2019\/\"><em>contentspaningarna h\u00e4r<\/em><\/a><em>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bra content antingen utbildar eller underh\u00e5ller &#8211; p\u00e5 ett engagerande s\u00e4tt. Fokus hos m\u00e5nga som anv\u00e4nder content marketing ligger p\u00e5 historieber\u00e4ttandet, men gl\u00f6m inte bort att dina produkter och information runt dem ocks\u00e5 ofta \u00e4r intressanta f\u00f6r m\u00e5lgruppen. G\u00e5 till &hellip; <a href=\"https:\/\/arhammar.se\/joakim\/index.php\/2018\/12\/09\/glom-inte-att-prata-produkt\/\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":823,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-822","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contentinsikter2019"],"_links":{"self":[{"href":"https:\/\/arhammar.se\/joakim\/index.php\/wp-json\/wp\/v2\/posts\/822","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/arhammar.se\/joakim\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/arhammar.se\/joakim\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/arhammar.se\/joakim\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/arhammar.se\/joakim\/index.php\/wp-json\/wp\/v2\/comments?post=822"}],"version-history":[{"count":0,"href":"https:\/\/arhammar.se\/joakim\/index.php\/wp-json\/wp\/v2\/posts\/822\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/arhammar.se\/joakim\/index.php\/wp-json\/wp\/v2\/media\/823"}],"wp:attachment":[{"href":"https:\/\/arhammar.se\/joakim\/index.php\/wp-json\/wp\/v2\/media?parent=822"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/arhammar.se\/joakim\/index.php\/wp-json\/wp\/v2\/categories?post=822"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/arhammar.se\/joakim\/index.php\/wp-json\/wp\/v2\/tags?post=822"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}