{"id":10895,"date":"2019-10-17T07:00:31","date_gmt":"2019-10-17T10:00:31","guid":{"rendered":"https:\/\/blog.dino.com.br\/?p=10895"},"modified":"2021-07-15T12:13:44","modified_gmt":"2021-07-15T15:13:44","slug":"papel-do-site","status":"publish","type":"post","link":"https:\/\/dino.com.br\/blog\/papel-do-site\/","title":{"rendered":"Qual o papel do site numa estrat\u00e9gia de conte\u00fado?"},"content":{"rendered":"\r\n

Na \u00faltima d\u00e9cada, as redes sociais ocuparam o centro da opera\u00e7\u00e3o do conte\u00fado das empresas. Em outras palavras, as empresas concentraram seus esfor\u00e7os nas redes sociais, e isso se explica com certa facilidade.<\/p>\r\n\r\n\r\n\r\n

Segundo o site americano Statista<\/a>, cerca de 2,8 bilh\u00f5es de pessoas t\u00eam conta ativa em pelo menos uma rede social.<\/p>\r\n\r\n\r\n\r\n

\u201cSe \u00e9 nas redes sociais que as pessoas est\u00e3o, \u00e9 l\u00e1 que as empresas querem estar.\u201d<\/em><\/p>\r\n\r\n\r\n\r\n

Este tem sido o racioc\u00ednio usado pelos gestores de marketing na \u00faltima d\u00e9cada, quando plataformas como Twitter, Facebook, YouTube, Instagram, LinkedIn e outras ganharam muita relev\u00e2ncia.<\/p>\r\n\r\n\r\n\r\n

Acontece que todas essas plataformas s\u00e3o empresas privadas. O p\u00fablico que uma empresa forma, por exemplo, no Facebook pertence a quem? Ao Facebook. Ele n\u00e3o pertence \u00e0 empresa, como pode parecer.<\/p>\r\n\r\n\r\n\r\n

\u00a0<\/div>\r\n\r\n\r\n
\"dino<\/a><\/figure><\/div>\r\n\r\n\r\n

Autores consagrados, como o americano Joe Pulizzi<\/a>, v\u00eam alertando h\u00e1 algum tempo para o risco de apostar todas as fichas em redes sociais. \u201cN\u00e3o construa sua casa em terreno alugado\u201d, diz Joe em seus livros.<\/p>\r\n\r\n\r\n\r\n

Ele quer dizer, com isso, que as marcas devem, sim, ter presen\u00e7a social. Mas devem direcionar o p\u00fablico para os seus sites. Porque l\u00e1 n\u00e3o haver\u00e1 mudan\u00e7as s\u00fabitas e injustas de algoritmo que restrinjam o alcance ao p\u00fablico, como tem sido em diversas plataformas sociais.<\/p>\r\n\r\n\r\n\r\n

Neste m\u00eas, a Forbes voltou ao tema. O fundador da ag\u00eancia eMaximize<\/a>, T. Maxwell<\/a>, \u00a0publicou um artigo intitulado \u201cO papel de um site hoje<\/a>\u201d. Basicamente, ele refor\u00e7a a mesma linha de racioc\u00ednio apresentada at\u00e9 aqui, neste post.<\/p>\r\n\r\n\r\n\r\n

Ele acrescenta que \u00e9 o site quem exerce papel fundamental nessa hist\u00f3ria. Afinal, muitos dos esfor\u00e7os em redes sociais e de SEO <\/a>s\u00e3o feitos para conduzir as pessoas para o site. \u00c9 l\u00e1 que a m\u00e1gica acontece, pois as pessoas preenchem formul\u00e1rios e se tornam leads, criam conex\u00e3o com a marca ou mesmo compram produtos.<\/p>\r\n\r\n\r\n\r\n

\u201cSempre digo aos meus clientes que eles precisam pensar no site deles como a nave-m\u00e3e, pois \u00e9 a parte mais importante dos seus ativos de marketing digital. Voc\u00ea trabalha tanto e gasta muito dinheiro para gerar leads de qualidade em seu site<\/a>. Por isso, n\u00e3o pode se atrapalhar quando fica na frente do gol\u201d, argumenta Maxwell.<\/p>\r\n\r\n\r\n\r\n

O fato \u00e9 que o conte\u00fado do site precisa ser mais bem trabalhado do que o de qualquer outro ambiente digital em que esteja presente. Pode n\u00e3o ser t\u00e3o vis\u00edvel, mas a corrida por visibilidade \u00e9 t\u00e3o intensa fora das redes sociais quanto dentro delas. Segundo o mesmo artigo da Forbes, quase 50% das buscas no Google resultam em \u201czero clique\u201d. Ou seja, as pessoas encontram o site, mas n\u00e3o clicam nele porque o conte\u00fado n\u00e3o foi bem trabalhado. E a\u00ed partem para outra busca. H\u00e1 de se considerar que a competi\u00e7\u00e3o pela aten\u00e7\u00e3o do p\u00fablico \u00e9 enorme. H\u00e1 cerca de 1,7 bilh\u00e3o de sites espalhados pela web hoje.<\/p>\r\n\r\n\r\n\r\n

\u201c\u00c9 fundamental ter um site que funcione como uma m\u00e1quina bem lubrificada. Verifique se a navega\u00e7\u00e3o \u00e9 f\u00e1cil por telefones celulares, desktops e tablets. Garanta que o usu\u00e1rio encontre um caminho f\u00e1cil at\u00e9 servi\u00e7os, biografias, depoimentos e, mais importante, calls-to-acion para formul\u00e1rios online, n\u00fameros de telefone e p\u00e1ginas de contato comercial\u201d, finaliza Maxwell.<\/p>\r\n\r\n\r\n\r\n

Takeaways<\/h2>\r\n\r\n\r\n\r\n

As redes sociais ganharam muita import\u00e2ncia no planejamento das empresas, mas, hoje, com mais clareza sobre marketing digital, percebe-se facilmente a import\u00e2ncia dos sites de empresas. Eles precisam ser a nave-m\u00e3e da comunica\u00e7\u00e3o porque \u00e9 neles que a convers\u00e3o acontece.<\/p>\r\n","protected":false},"excerpt":{"rendered":"

As redes sociais ganharam muita import\u00e2ncia no planejamento das empresas, mas, hoje, com mais clareza sobre marketing digital, percebe-se melhor a import\u00e2ncia dos sites de empresas. Eles precisam ser a nave-m\u00e3e da comunica\u00e7\u00e3o porque \u00e9 neles que a convers\u00e3o acontece. <\/p>\n","protected":false},"author":4,"featured_media":16407,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[53,26],"tags":[],"class_list":["post-10895","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conteudo","category-marketing"],"yoast_head":"\nQual o papel do site numa estrat\u00e9gia de conte\u00fado? - Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/darkgray-goose-732531.hostingersite.com\/blog\/papel-do-site\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Qual o papel do site numa estrat\u00e9gia de conte\u00fado? - Blog\" \/>\n<meta property=\"og:description\" content=\"As redes sociais ganharam muita import\u00e2ncia no planejamento das empresas, mas, hoje, com mais clareza sobre marketing digital, percebe-se melhor a import\u00e2ncia dos sites de empresas. 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