Quand’è successo che nel content marketing abbiamo cominciato a veicolare il concetto di costanza confondendolo e fondendolo con la frequenza e in questo modo perdendo di vista la coerenza con i nostri valori, la nostra visione personale e professionale e i nostri obiettivi?

Ho indagato il tema facendo una delle mie cose preferite:scartabellare vecchie pagine web e paper di ricerca.

In questa puntata condivido le mie scoperte con voi e soprattutto vi propongo una serie di spunti e domande che a mio avviso sono utili per ridefinire il concetto di costanza, perché le nostre attività di content marketing possano smettere di essere fonte di stress e frustrazione.

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Entriamo in connessione!
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🔗 Link alle fonti
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- Let’s be strange: brand familiarity and ad-brand incongruency (2003)
https://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.202.9151&rep=rep1&type=pdf

- The ‘HUGO BOSS’ connection: Achieving global brand consistency across countries (2005)
https://link.springer.com/article/10.1057/palgrave.bm.2540229

- Headline-Visual Consistency in Print Advertisements: Effects on Processing and Evaluation (1996)
https://www.acrwebsite.org/volumes/7914/volumes/v23/NA-23

- Picture-Word Consistency and the Elaborative Processing of Advertisements (1987) https://www.jstor.org/stable/3151383

- Essentially a Matter of Consistency: Integrated Marketing Communications (2000)
https://www.ingentaconnect.com/content/westburn/tmr/2000/00000001/00000004/art00002

- Before You Start Blogging, Ask Yourself These 10 Questions
https://blog.hubspot.com/blog/tabid/6307/bid/4375/before-you-start-blogging-ask-yourself-these-10-questions.aspx

- 11 Must-Dos for the Serious Blogger
https://www.convinceandconvert.com/social-media-strategy/11-must-dos-for-the-serious-blogger/

- How to Repurpose Content to Stay Consistent
https://contentmarketinginstitute.com/2010/08/how-to-repurpose-content-to-stay-consistent/

- 7 Marketing Principles
https://contentmarketinginstitute.com/2011/10/content-marketing-principles-for-the-corporate-marketer/

- Content Shock: Why content marketing is not a sustainable strategy
https://businessesgrow.com/2014/01/06/content-shock/