{"id":3837,"date":"2014-06-26T10:21:34","date_gmt":"2014-06-26T10:21:34","guid":{"rendered":"https:\/\/memberpress.com\/?p=3837"},"modified":"2017-10-04T19:12:05","modified_gmt":"2017-10-05T01:12:05","slug":"5-steps-to-creating-quality-content-for-your-membership-site-part-two-2","status":"publish","type":"post","link":"https:\/\/memberpress.com\/pt\/blog\/5-steps-to-creating-quality-content-for-your-membership-site-part-two-2\/","title":{"rendered":"5 etapas para criar conte\u00fado de qualidade para seu site de associa\u00e7\u00e3o (parte dois)"},"content":{"rendered":"<p>Estamos de volta com mais informa\u00e7\u00f5es sobre a cria\u00e7\u00e3o de conte\u00fado de qualidade! Voc\u00ea perdeu as duas primeiras etapas? N\u00e3o deixe de voltar e ler tudo sobre <a href=\"https:\/\/memberpress.com\/pt\/qualitycontent1\/\">fazer sua pesquisa e adicionar elementos visuais<\/a> ao criar uma qualidade de alto n\u00edvel, volte aqui para ver as pr\u00f3ximas tr\u00eas etapas!<\/p>\n<h4>Etapa 3: Escreva para envolver, n\u00e3o apenas para fornecer informa\u00e7\u00f5es<\/h4>\n<p><b>\u00c9 mais prov\u00e1vel que seus usu\u00e1rios se envolvam com voc\u00ea quando voc\u00ea escreve com a miss\u00e3o de envolv\u00ea-los, em vez de apenas fornecer-lhes informa\u00e7\u00f5es.<\/b> Isso significa dedicar um pouco de tempo para descobrir o que motiva seus usu\u00e1rios a lerem suas publica\u00e7\u00f5es, se aprofundarem em seus arquivos e se tornarem visitantes fi\u00e9is e recorrentes de seu site. Para fazer com que seus usu\u00e1rios interajam com voc\u00ea, \u00e9 preciso saber mais sobre seu p\u00fablico atual e potencial: o comportamento on-line, a mentalidade psicol\u00f3gica deles quando chegam ao seu site e outras evid\u00eancias estat\u00edsticas sobre o hist\u00f3rico on-line deles com voc\u00ea.<\/p>\n<p>Aqui est\u00e1 um <a href=\"http:\/\/www.huffingtonpost.com\/kelly-maclean\/surviving-whole-foods_b_3895583.html\">exemplo de reda\u00e7\u00e3o criativa<\/a> que \u00e9 engenhosamente engra\u00e7ado, envolvente e informativo. A autora usa o humor e o sarcasmo para escrever sobre suas experi\u00eancias no Whole Foods, ao mesmo tempo em que mant\u00e9m sua posi\u00e7\u00e3o durante todo o artigo de que odeia absolutamente ir l\u00e1. O primeiro par\u00e1grafo, por si s\u00f3, define o tom de toda a publica\u00e7\u00e3o e, quer voc\u00ea a considere ofensiva, ofensivamente engra\u00e7ada ou simplesmente engra\u00e7ada, ela prende sua aten\u00e7\u00e3o e faz com que voc\u00ea leia mais para descobrir o final da hist\u00f3ria. Ela conta sua experi\u00eancia para o p\u00fablico como se estivesse contando para sua melhor amiga.<\/p>\n<p>Por que esse exemplo funciona? Ela \u00e9 engra\u00e7ada <em>(\u00e9 verdade que ela \u00e9 uma comediante)<\/em>Ela chamou a aten\u00e7\u00e3o de seu usu\u00e1rio <em>(com algumas t\u00e1ticas de marketing psicol\u00f3gico, mental e comportamental)<\/em>e a utilizou para criar uma hist\u00f3ria convincente que repercute em seu p\u00fablico. Isso resulta em altas estat\u00edsticas de compartilhamento social. Confira as impressionantes estat\u00edsticas deste artigo:<\/p>\n<ul>\n<li>1 milh\u00e3o de curtidas no Facebook<\/li>\n<li>Mais de 178 mil compartilhamentos no Facebook<\/li>\n<li>16,5 mil tweets<\/li>\n<li>3K Google+<\/li>\n<li>30 mil compartilhamentos de e-mail<\/li>\n<li>2700 Coment\u00e1rios<\/li>\n<\/ul>\n<p>Ao apelar para o comportamento e a mentalidade do leitor, voc\u00ea pode criar uma hist\u00f3ria convincente que alcance e repercuta no seu p\u00fablico. Isso ajuda a cativ\u00e1-los logo de cara e os incentiva a interagir com voc\u00ea de forma mais eficaz.<\/p>\n<h4>Etapa 4: Teste e analise<\/h4>\n<p><img decoding=\"async\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2014\/06\/vader_testing.jpg\" alt=\"\" \/><\/p>\n<p>Os testes s\u00e3o uma parte importante para garantir que a qualidade do seu conte\u00fado seja sempre a melhor poss\u00edvel e devem fazer parte do seu trabalho de garantia de qualidade, se ainda n\u00e3o o fizerem. A realiza\u00e7\u00e3o de testes A\/B e multivariados em seus artigos, p\u00e1ginas de destino e outras postagens pode ajud\u00e1-lo a determinar quais tipos de conte\u00fado precisam ser aprimorados e quais t\u00eam bom desempenho. Os testes A\/B podem ajud\u00e1-lo a descobrir se as ilustra\u00e7\u00f5es visuais est\u00e3o ajudando os leitores a concluir a p\u00e1gina ou se a chamada para a\u00e7\u00e3o (CTA) est\u00e1 funcionando como deveria. Com os resultados em m\u00e3os, voc\u00ea pode corrigir seu conte\u00fado implementando as a\u00e7\u00f5es necess\u00e1rias para corrigir o problema - um bot\u00e3o de cor diferente, um t\u00edtulo diferente, uma imagem melhor, um v\u00eddeo melhor etc.<\/p>\n<p>Analisar o comportamento do usu\u00e1rio tamb\u00e9m \u00e9 uma parte essencial do aumento da qualidade do conte\u00fado. <b>Para melhorar a qualidade do seu conte\u00fado, a an\u00e1lise de m\u00e9tricas o ajudar\u00e1 a entender quem, o qu\u00ea, quando, onde, por que e como do seu site e dos visitantes.<\/b> Isso pode lhe proporcionar uma leitura melhor do que est\u00e1 com baixo desempenho, do que n\u00e3o est\u00e1 atingindo o alvo e dos tipos de conte\u00fado que devem aparecer com mais frequ\u00eancia para ajudar a gerar mais leitores.<\/p>\n<p>Se o seu artigo sobre a plataforma de sa\u00fade de Obama estiver sendo lido 300% mais por seus usu\u00e1rios do que outras postagens, voc\u00ea poder\u00e1 expandir o n\u00famero de leitores segmentando por assunto <em>(ou seja, criar mais artigos ou postagens sobre diferentes subt\u00f3picos do Obamacare)<\/em>, segmenta\u00e7\u00e3o por nicho <em>(por exemplo, escrever postagens sobre sa\u00fade direcionadas a m\u00e9dicos, enfermeiros, seguradoras ou outros)<\/em> ou segmenta\u00e7\u00e3o por dados demogr\u00e1ficos <em>(ou seja, idade, g\u00eanero, geolocaliza\u00e7\u00e3o)<\/em>.<\/p>\n<p>Em outras palavras, sua an\u00e1lise tamb\u00e9m pode ajud\u00e1-lo a escrever conte\u00fado que tenha mais valor de qualidade para um p\u00fablico-alvo mais direcionado.<\/p>\n<h4>Etapa 5: Aperfei\u00e7oe continuamente sua estrat\u00e9gia de conte\u00fado<\/h4>\n<p><img decoding=\"async\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2014\/06\/content_strategy.jpg\" alt=\"\" \/><\/p>\n<p>A longo prazo, suas estrat\u00e9gias e t\u00e1ticas de conte\u00fado determinar\u00e3o o grau de envolvimento de seus membros e potenciais com voc\u00ea. Em parceria com an\u00e1lises e dados medidos, <b>voc\u00ea precisa fazer constantemente as perguntas certas sobre sua estrat\u00e9gia para mant\u00ea-la alinhada com suas metas de neg\u00f3cios, reten\u00e7\u00e3o de associados e seus resultados financeiros.<\/b> Essas perguntas podem ser semelhantes (em nenhuma ordem espec\u00edfica):<\/p>\n<ul>\n<li>Nossa estrat\u00e9gia de conte\u00fado de longo prazo est\u00e1 gerando continuamente mais leads e convers\u00f5es? Nossas estrat\u00e9gias de curto e m\u00e9dio prazo est\u00e3o funcionando para que isso aconte\u00e7a? Se n\u00e3o, como podemos nos ajustar?<\/li>\n<li>A rotatividade de nossos associados est\u00e1 aumentando ou diminuindo de acordo com nosso conte\u00fado? Que medidas anal\u00edticas sustentam essas tend\u00eancias? Como podemos usar essas estat\u00edsticas para aumentar a reten\u00e7\u00e3o e diminuir a rotatividade?<\/li>\n<li>As necessidades de nossos clientes mudaram e nossa estrat\u00e9gia de conte\u00fado \u00e9 flex\u00edvel o suficiente para acomodar essas necessidades? Quais sistemas ou processos est\u00e3o em vigor para nos manter flex\u00edveis? Recebemos feedback cont\u00ednuo de nossos membros e potenciais para investigar se estamos no caminho certo?<\/li>\n<li>O que nossos clientes est\u00e3o usando para obter nosso conte\u00fado? Quais s\u00e3o os principais fatores de conte\u00fado que levam nossos usu\u00e1rios ao engajamento e \u00e0 convers\u00e3o, e como os mantemos continuamente atualizados? Onde est\u00e3o os gargalos e as quedas, e quais processos temos em vigor para minimizar a queda de leitores?<\/li>\n<li>Nosso estilo de conte\u00fado est\u00e1 funcionando para nossos leitores? \u00c9 muito dif\u00edcil de ler ou h\u00e1 informa\u00e7\u00f5es demais em um determinado momento? Ele tem uma apar\u00eancia atraente em todas as plataformas e dispositivos? \u00c9 leg\u00edvel e acess\u00edvel aos nossos espectadores, especialmente \u00e0queles com defici\u00eancias?<\/li>\n<\/ul>\n<p>O refinamento da sua estrat\u00e9gia n\u00e3o s\u00f3 economizar\u00e1 tempo e esfor\u00e7o na cria\u00e7\u00e3o de conte\u00fado, mas tamb\u00e9m poder\u00e1 ajud\u00e1-lo a aprimor\u00e1-lo, fornecendo informa\u00e7\u00f5es sobre como os usu\u00e1rios leem o conte\u00fado.<\/p>\n<h4>Considera\u00e7\u00f5es finais<\/h4>\n<p>Criar conte\u00fado de qualidade \u00e9 uma das coisas mais dif\u00edceis que as empresas precisam fazer, especialmente para um site de associa\u00e7\u00e3o. As sugest\u00f5es desta s\u00e9rie s\u00e3o \u00f3timas maneiras de ajud\u00e1-lo a superar a mediocridade do conte\u00fado e ajudar sua empresa a obter muito mais alcance, relev\u00e2ncia e resson\u00e2ncia. Que outras dicas e truques voc\u00ea tem para aumentar a qualidade do conte\u00fado? Conte para n\u00f3s!<\/p>","protected":false},"excerpt":{"rendered":"<p>We\u2019re back with more on creating quality content! Did you miss the first two steps? Be sure to go back and read all about doing your research and adding visual elements when creating top-notch quality, then come back here for the next three steps! Step 3: Write to engage, not just provide information Your users [\u2026]<\/p>\n","protected":false},"author":1586,"featured_media":15928,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"content-sidebar","_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","_strive_checklists":"\"\"","_strive_active_checklist":"62291e2bb2422","_strive_post_notes":"","footnotes":""},"categories":[120],"tags":[118,70,133],"class_list":{"0":"post-3837","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-content","8":"tag-content-creation","9":"tag-membership-site","10":"tag-quality-content","11":"entry"},"acf":{"plans":["scale"],"is_featured":false,"download_source":"none","mothership_slug":"","download_url":""},"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- 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