{"id":2132,"date":"2022-03-28T03:48:29","date_gmt":"2022-03-28T03:48:29","guid":{"rendered":"https:\/\/migoda.vn\/content-strategy-la-gi-1648439302"},"modified":"2023-04-22T15:11:56","modified_gmt":"2023-04-22T15:11:56","slug":"content-strategy-la-gi-1648439302","status":"publish","type":"post","link":"https:\/\/migoda.vn\/blog\/content-strategy-la-gi-1648439302\/","title":{"rendered":"Content Strategy l\u00e0 g\u00ec? C\u00e1ch x\u00e1c \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c n\u1ed9i dung ph\u00f9 h\u1ee3p 1"},"content":{"rendered":"
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Gi\u1ea3i th\u00edch chi\u1ebfn l\u01b0\u1ee3c Content l\u00e0 g\u00ec, l\u00e0 m\u1ed9t v\u1ea5n \u0111\u1ec1 nh\u1ee9c nh\u1ed1i.<\/strong><\/span><\/h2>\n

Ch\u00fang ta h\u00e3y b\u1eaft \u0111\u1ea7u v\u1edbi m\u1ed9t s\u1ed1 \u0111\u1ecbnh ngh\u0129a, \u0111\u01b0\u1ee3c<\/strong>\u00a0t\u1eadp h\u1ee3p t\u1eeb m\u1ed9t ngu\u1ed3n t\u00e0i nguy\u00ean l\u1edbn \u0111\u1ecbnh ngh\u0129a v\u1ec1 Content Strategy, m\u1ed9t s\u1ed1 trong \u0111\u00f3 tr\u00ecnh b\u00e0y d\u01b0\u1edbi \u0111\u00e2y:<\/span><\/p>\n

\u00a0L<\/strong>\u1eadp k<\/strong>\u1ebf ho<\/strong>\u1ea1ch<\/strong> cho vi\u1ec7c t\u1ea1o, ph\u00e2n ph\u1ed1i v\u00e0 qu\u1ea3n tr\u1ecb n\u1ed9i dung h\u1eefu \u00edch, c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng<\/span><\/p>\n

~<\/strong>\u00a0Kristina Halvorson\u00a0,\u00a0Brain Traffic<\/strong><\/span><\/p>\n

L<\/strong>\u1eadp k<\/strong>\u1ebf ho<\/strong>\u1ea1ch<\/strong> cho vi\u1ec7c t\u1ea1o, t\u1ed5ng h\u1ee3p, ph\u00e2n ph\u1ed1i v\u00e0 qu\u1ea3n tr\u1ecb c\u00e1c n\u1ed9i dung h\u1eefu \u00edch, c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng v\u00e0 ph\u00f9 h\u1ee3p trong m\u1ed9t tr\u1ea3i nghi\u1ec7m<\/span><\/p>\n

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B\u1ea1n \u0111ang \u0111\u1ecdc: Content Strategy l\u00e0 g\u00ec? C\u00e1ch x\u00e1c \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c n\u1ed9i dung ph\u00f9 h\u1ee3p<\/a><\/span><\/p>\n<\/div>\n

~\u00a0Margot Bloomstein\u00a0,\u00a0AppropTHER\u00a0Inc<\/strong><\/span><\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c Content l\u00e0 \u00a0c\u00e1ch x<\/strong>\u00e1c <\/strong>\u0111<\/strong>\u1ecbnh quy tr<\/strong>\u00ecnh<\/strong> v\u00e0 sau \u0111\u00f3 \u0111\u1ea3m b\u1ea3o c\u00e1c ngu\u1ed3n l\u1ef1c ph\u00f9 h\u1ee3p \u0111\u1ec3 t\u1ea1o ra m\u1ed9t lu\u1ed3ng n\u1ed9i dung nh\u1ea5t qu\u00e1n \u0111\u01b0\u1ee3c \u00e1nh x\u1ea1 theo nhu c\u1ea7u c\u1ee7a ng\u01b0\u1eddi mua trong t\u1ea5t c\u1ea3 c\u00e1c giai \u0111o\u1ea1n c\u1ee7a chu k\u1ef3 mua<\/span><\/p>\n

~\u00a0Michael Brenner\u00a0,\u00a0SAP<\/strong><\/span><\/p><\/blockquote>\n

B\u1ea1n s\u1ebd nh\u1eadn th\u1ea5y m\u1ed7i \u0111\u1ecbnh ngh\u0129a n\u00e0y \u0111\u1ec1u c\u00f3 c\u00e1c t\u1eeb v\u00e0 c\u1ee5m t\u1eeb chung – ‘l\u1eadp k\u1ebf ho\u1ea1ch’<\/strong> trung t\u00e2m trong \u0111\u1ecbnh ngh\u0129a c\u1ee7a Kristina v\u00e0 Margot, v\u00e0 Michael n\u1eb1m trong m\u1ed9t m\u1ea1ch t\u01b0\u01a1ng t\u1ef1, n\u00f3i v\u1ec1 ‘x\u00e1c \u0111\u1ecbnh quy tr\u00ecnh’<\/strong>.<\/span><\/p>\n

T\u1ea5t c\u1ea3 c\u00e1c \u0111\u1ecbnh ngh\u0129a n\u00e0y \u0111\u1ec1u c\u00f3 tr\u1ecdng l\u01b0\u1ee3ng l\u1edbn \u0111\u1ed1i v\u1edbi vi\u1ec7c l\u1eadp k\u1ebf ho\u1ea1ch v\u00e0 quy tr\u00ecnh<\/strong> – trong m\u1ed7i giai \u0111o\u1ea1n ch\u00fang \u0111\u1ec1u l\u00e0 trung t\u00e2m<\/strong>.\u00a0\u0110i\u1ec1u n\u00e0y l\u00e0m t\u00f4i h\u01a1i kh\u00f3 ch\u1ecbu.<\/span><\/p>\n

Kh\u00f4ng ph\u1ea3i nh\u1eefng \u0111\u1ecbnh ngh\u0129a n\u00e0y l\u00e0 kh\u00f4ng \u0111\u00fang chu\u1ea9n. K\u1ebf ho\u1ea1ch v\u00e0 quy tr\u00ecnh ti\u1ebfn \u0111\u1ed9 t\u1ea5t y\u1ebfu l\u00e0 b\u1eaft bu\u1ed9c. Nh\u01b0ng k\u1ebf ho\u1ea1ch v\u00e0 quy tr\u00ecnh ti\u1ebfn \u0111\u1ed9 t\u01b0\u01a1ng quan \u0111\u1ebfn ph\u00e2n ph\u1ed1i ( deliver ). L\u1eadp k\u1ebf ho\u1ea1ch, t\u0103ng tr\u01b0\u1edfng v\u00e0 qu\u1ea3n tr\u1ecb l\u00e0 nh\u1eefng vi\u1ec7c b\u1ea1n l\u00e0m sau khi x\u00e1c l\u1eadp k\u1ebf ho\u1ea1ch c\u1ee7a m\u00ecnh .<\/span>
\n\u0110\u1ed1i v\u1edbi t\u00f4i, y\u1ebfu t\u1ed1 v\u1edbi nh\u1eefng \u0111\u1ecbnh ngh\u0129a n\u00e0y l\u00e0 k\u1ebf ho\u1ea1ch c\u1ee7ng c\u1ed1 n\u1ed9i dung b\u1ea1n s\u1ebd t\u1ea1o ra l\u00e0 th\u1ee9 y\u1ebfu so v\u1edbi k\u1ebf ho\u1ea1ch v\u00e0 qu\u00e1 tr\u00ecnh .<\/span><\/p>\n

\u0110\u1ecbnh ngh\u0129a Content Strategy<\/span><\/h2>\n

Chi\u1ebfn l\u01b0\u1ee3c Content l\u00e0 m\u1ed9t High-level vision<\/strong> (t\u1ea7m nh\u00ecn cao c\u1ea5p) h\u01b0\u1edbng d\u1eabn ph\u00e1t tri\u1ec3n n\u1ed9i dung trong t\u01b0\u01a1ng lai cung c\u1ea5p h\u1ed7 tr\u1ee3 c\u00e1c m\u1ee5c ti\u00eau c\u1ee5 th\u1ec3 <\/strong>c\u1ee7a b\u1ea1n<\/span><\/p>\n\n\n\n\n
\"\"<\/span><\/td>\n<\/tr>\n
\u0110\u1ecbnh ngh\u0129a Content Stratery c\u1ee7a Dilicious<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

T\u00f4i kh\u00f4ng ph\u1ee7 nh\u1eadn k\u1ebf ho\u1ea1ch hay qu\u00e1 tr\u00ecnh s\u1ebd di\u1ec5n ra sau \u0111\u00f3, nh\u01b0ng t\u00f4i ngh\u0129 r\u1eb1ng \u0111\u00f3 l\u00e0 \u201c t\u1ea7m nh\u00ecn c\u1ea5p cao \u201d, g\u1eafn li\u1ec1n v\u1edbi m\u1ed9t ti\u1ec1m n\u0103ng \u0111\u01a1n c\u1eed l\u00e0 th\u00e0nh ph\u1ea7n c\u1ed1t l\u00f5i c\u1ee7a k\u1ebf ho\u1ea1ch. B\u1ea1n c\u1ea7n m\u1ea3nh gh\u00e9p \u0111\u00f3 tr\u01b0\u1edbc khi b\u1ea1n ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 kh\u1edfi \u0111\u1ea7u ngh\u0129 v\u1ec1 ph\u00e1t minh s\u00e1ng t\u1ea1o, qu\u1ea3n tr\u1ecb v\u00e0 ph\u00e2n ph\u1ed1i n\u1ed9i dung .<\/span><\/p>\n

T\u1ea1i sao Chi\u1ebfn l\u01b0\u1ee3c Content r\u1ea5t quan tr\u1ecdng?<\/span><\/h2>\n

S\u00e1ng t\u1ea1o n\u1ed9i dung m\u00e0 kh\u00f4ng c\u00f3 chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u1eddng d\u1eabn \u0111\u1ebfn\u00a0n\u1ed9i dung kh\u00e1c bi\u1ec7t kh\u00f4ng c\u00f3 ch\u1ee7 \u0111\u1ec1 ho\u1eb7c m\u1ee5c \u0111\u00edch c\u1ed1t l\u00f5i<\/strong>.\u00a0\u0110i\u1ec1u n\u00e0y g\u00e2y nh\u1ea7m l\u1eabn cho \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau c\u1ee7a b\u1ea1n v\u00e0 c\u00f3 th\u1ec3 \u1ea3nh h\u01b0\u1edfng ti\u00eau c\u1ef1c \u0111\u1ebfn uy t\u00edn th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n.<\/span><\/p>\n

Ngo\u00e0i ra, vi\u1ec7c thi\u1ebfu k\u1ebf ho\u1ea1ch ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 d\u1eabn \u0111\u1ebfn n\u1ed9i dung chung chung v\u00e0 n\u1ed9i dung chung \u0111\u01a1n thu\u1ea7n l\u00e0 kh\u00f4ng c\u1eaft gi\u1ea3m th\u00eam n\u1eefa. N\u1ed9i dung chung kh\u00f4ng c\u00f3 n\u0103ng l\u1ef1c x\u1ebfp h\u1ea1ng h\u1eefu c\u01a1. N\u1ed9i dung chung kh\u00f4ng \u0111\u01b0\u1ee3c san s\u1ebb. N\u1ed9i dung chung kh\u00f4ng l\u00f4i cu\u1ed1n m\u1ecdi ng\u01b0\u1eddi v\u00e0 do \u0111\u00f3 kh\u00f3 ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 ph\u00e2n ph\u1ed1i theo nh\u1eefng ti\u1ec1m n\u0103ng ti\u1ebfp th\u1ecb r\u1ed9ng h\u01a1n c\u1ee7a b\u1ea1n .<\/span>
\nN\u1ebfu b\u1ea1n b\u1ecf l\u1ee1 k\u1ebf ho\u1ea1ch v\u00e0 \u0111i th\u1eb3ng v\u00e0o vi\u1ec7c ph\u00e2n ph\u1ed1i, b\u1ea1n s\u1ebd g\u1eb7p nguy h\u1ea1i khi t\u1ea1o n\u1ed9i dung ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 g\u00e2y nh\u1ea7m l\u1eabn ho\u1eb7c khi\u1ebfn ng\u01b0\u1eddi theo d\u00f5i xa l\u00e1nh ho\u1eb7c kh\u00f4ng h\u1ec1 ti\u1ebfp c\u1eadn \u0111\u01b0\u1ee3c v\u1edbi h\u1ecd .<\/span><\/p>\n

\u0110\u1ec3 r\u00f5 r\u00e0ng, Kristina, Margot v\u00e0 Michael \u0111\u1ec1u n\u00f3i v\u1ec1 nhu c\u1ea7u v\u1ec1 n\u1ed9i dung ph\u00f9 h\u1ee3p, h\u1eefu \u00edch, ph\u00f9 h\u1ee3p (v\u00e0 Michael n\u00f3i c\u1ee5 th\u1ec3 v\u1ec1 vi\u1ec7c \u00e1nh x\u1ea1 \u0111i\u1ec1u n\u00e0y theo nhu c\u1ea7u c\u1ee7a ng\u01b0\u1eddi mua).\u00a0T\u00f4i kh\u00f4ng \u0111\u1ec1 ngh\u1ecb h\u1ecd t\u1eeb ch\u1ed1i ti\u1ec1n \u0111\u1ec1 r\u1eb1ng \u0111i\u1ec1u n\u00e0y l\u00e0 quan tr\u1ecdng.<\/span>
\n\u00a0<\/span><\/p>\n\n\n\n\n
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L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c Content?<\/span><\/h2>\n

\u0110\u1ec3 t\u0103ng tr\u01b0\u1edfng m\u1ed9t k\u1ebf ho\u1ea1ch n\u1ed9i dung, b\u1ea1n c\u1ea7n m\u1edf m\u00e0n v\u1edbi nghi\u00ean c\u1ee9u v\u00e0 \u0111i\u1ec1u tra. C\u00e1c nghi\u00ean c\u1ee9u v\u00e0 \u0111i\u1ec1u tra thi\u1ebft y\u1ebfu ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c chia th\u00e0nh ba tr\u1ee5 c\u1ed9t :<\/span><\/p>\n