{"id":158,"date":"2016-02-19T11:58:53","date_gmt":"2016-02-19T10:58:53","guid":{"rendered":"https:\/\/inma.no\/?p=158"},"modified":"2016-09-06T08:18:00","modified_gmt":"2016-09-06T06:18:00","slug":"skriver-content-marketing-pa-kommando","status":"publish","type":"post","link":"https:\/\/inma.no\/skriver-content-marketing-pa-kommando\/","title":{"rendered":"Slik skriver du god content marketing p\u00e5 kommando"},"content":{"rendered":"<div class=\"post\">\n<div class=\"post-text\">\n<p>Tror du at det \u00e5 skrive bloggtekster og fagartikler er noe du kun kan gj\u00f8re n\u00e5r inspirasjonen kommer over deg? &#8211; I s\u00e5 fall er du langt mindre produktiv enn du kunne v\u00e6re.<\/p>\n<p>Her er mine beste tips for \u00e5 skrive godt p\u00e5 kommando:<\/p>\n<p><strong>1. Gj\u00f8r research f\u00f8rst<br \/>\n<\/strong>Er dette en artikkel du \u00f8nsker at skal komme opp n\u00e5r folk s\u00f8ker informasjon p\u00e5 Google (s\u00e5kalt inbound content marketing)? \u2013 I s\u00e5 fall b\u00f8r du gj\u00f8re litt research. Pr\u00f8v \u00e5 finne ut hva folk allerede s\u00f8ker etter om emnet. Dette kan du f\u00e5 ideer til ved for eksempel \u00e5 bruke gratisverkt\u00f8yene <a href=\"https:\/\/www.google.com\/trends\/?hl=no\">Google Trends<\/a> og\u00a0<a href=\"https:\/\/adwords.google.no\/KeywordPlanner\">Google Keyword Planner<\/a>.<\/p>\n<p>En annen god metode er simpelthen \u00e5 snakke med kundene dine. Hva lurer de p\u00e5 rundt ditt fagfelt? Hvilke problemer har de som produktet ditt l\u00f8ser?<\/p>\n<p>V\u00e6r veldig oppmerksom p\u00e5 fallgruvene i \u00e5 bruke et for faginternt spr\u00e5k. Det er for eksempel veldig stor forskjell p\u00e5 \u00e5 bruke ordet \u201dpeis\u201d (3600 s\u00f8k per m\u00e5ned) og ordet \u201dildsted\u201d (260 s\u00f8k per m\u00e5ned).<\/p>\n<p><strong>2. Skriv en overskrift som matcher s\u00f8k<br \/>\n<\/strong>Du har allerede gjort research, s\u00e5 du burde ha en god id\u00e9 om hvilke problemstillinger folk s\u00f8ker p\u00e5 knyttet til emnet du skriver om.\u00a0 Pr\u00f8v \u00e5 lage en formulering som stemmer overens med et s\u00f8k i naturlig spr\u00e5k om emnet, for eksempel:<\/p>\n<ul>\n<li>Hva slags peis er enklest \u00e5 montere?<\/li>\n<li>Hvilken peis passer best p\u00e5 hytta?<\/li>\n<li>Hvor mye koster det \u00e5 montere en peis?<\/li>\n<\/ul>\n<p>Det fine med Google er at dersom din overskrift best\u00e5r av nettopp denne formuleringen, har artikkelen gode sjanser for \u00e5 komme opp for en bruker som s\u00f8ker etter nettopp dette.<\/p>\n<p><strong>3. Grovdisponer artikkelen<br \/>\n<\/strong>Lag en liste over de X viktigste sp\u00f8rsm\u00e5lene som leseren vil ha for \u00e5 kunne besvare sp\u00f8rsm\u00e5let i overskriften.<\/p>\n<p>For artikkelid\u00e9 nummer 1 over, kan for eksempel en liste se s\u00e5nn ut:<\/p>\n<ul>\n<li>Hva kreves for \u00e5 montere en peis?<\/li>\n<li>Kan man gj\u00f8re det selv?<\/li>\n<li>Hva koster det \u00e5 f\u00e5 det gjort av andre?<\/li>\n<li>Hvorfor tar noen installasjoner lenger tid enn andre?<\/li>\n<li>Hvilke forskjellige peistyper finnes?<\/li>\n<li>Hvilke typer er enklest \u00e5 montere?<\/li>\n<li>Eventuelt: Hva kan man gj\u00f8re for \u00e5 f\u00e5 montert peisen raskere?<\/li>\n<\/ul>\n<p>Jobb med sorteringen av elementene, slik at rekkef\u00f8lgen blir s\u00e5 logisk som mulig, sett med brukerens \u00f8yne.<\/p>\n<p><strong>4. Findisponer p\u00e5 hvert punkt<br \/>\n<\/strong>N\u00e5 har du du en overordnet disposisjon. Alt du trenger \u00e5 gj\u00f8re n\u00e5 er \u00e5 legge inn noen stikkord p\u00e5 hvert enkelt punkt.<\/p>\n<p>For f\u00f8rste kulepunkt i listen over kan en stikkordsliste for eksempel se slik ut:<\/p>\n<ul>\n<li>Hva kreves for \u00e5 montere en peis?<\/li>\n<li>Transport av peis<\/li>\n<li>Skorstein og avtrekk<\/li>\n<li>Montering<\/li>\n<li>Evt fjerne gammel peis<\/li>\n<li>Godkjenning og kontroll<\/li>\n<\/ul>\n<p><strong>5. Fyll ut med tekst<br \/>\n<\/strong>N\u00e5 har du en detaljert disposjon, og det kan hende det bare er n\u00f8dvendig \u00e5 skrive et kort avsnitt om hver av kulepunktene. Sett i gang og jobb systematisk, kulepunkt for kulepunkt.<\/p>\n<p>Avslutt hele artikkelen med en kort konklusjon som oppsummerer hovedpoenget i artikkelen.<\/p>\n<p><strong>6. Skriv ingressen<\/strong><\/p>\n<p>Den korte teksten mellom overskriften og hovedteksten, alts\u00e5 ingressen, b\u00f8r oppsummere\u00a0 hva artikkelen handler om (det vet du jo, n\u00e5 som du har skrevet artikkelen). I tillegg b\u00f8r ingressen gi leseren lyst til \u00e5 klikke.<\/p>\n<p>Alts\u00e5, skriv 1-2 setninger som gj\u00f8r at leser umiddelbart forst\u00e5r at dette er en sak han burde lese.<\/p>\n<p>Her er et eksempel for artikkelen over:<\/p>\n<p><em>Her er modellene som er best om du skal montere peis selv \u2013 og tips til hvordan du unng\u00e5r de dyreste feilene.<\/em><\/p>\n<p><strong>7. Lag CTA-elementet<br \/>\n<\/strong>N\u00e5 er du ferdig. Nesten. For hvis du driver med content marketing (og ikke bare content), er det jo gjerne s\u00e5nn at du \u00f8nsker \u00e5 selge noe. Da trenger du som regel \u00e5 avslutte med et Call-To-Action-element, for eksempel en lenke til nettbutikken din.<\/p>\n<p>Typisk er CTA-elementet en tekstlenke, en knapp eller et slags banner-element. Ofte er en lenke eller en knapp vel s\u00e5 effektivt som et banner.<\/p>\n<p>I eksempelet over kan man for eksempel tenke seg en slik lenke:<\/p>\n<p><strong>Kj\u00f8p peisene som er enklest \u00e5 montere hos Peisbutikken.no<\/strong><\/p>\n<p>Det kan faktisk v\u00e6re verdt \u00e5 A\/B-teste de forskjellige utformingene inntil du finner et CTA-format som er optimalt for ditt firma. Men dette f\u00e5r v\u00e6re tema for en annen blogg-artikkel.<\/p>\n<p>&nbsp;<\/p>\n<p>av Nina Furu, Webgruppen AS<\/p>\n<div class=\"panel\"><\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Tror du at det \u00e5 skrive bloggtekster og fagartikler er noe du kun kan gj\u00f8re n\u00e5r inspirasjonen kommer over deg? &#8211; I s\u00e5 fall er du langt mindre produktiv enn du kunne v\u00e6re. Her er mine beste tips for \u00e5 skrive godt p\u00e5 kommando: 1. Gj\u00f8r research f\u00f8rst Er dette en artikkel du \u00f8nsker at [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":159,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[1],"tags":[15,12],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Slik skriver du god content marketing p\u00e5 kommando - INMA - IAB Norway<\/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:\/\/inma.no\/skriver-content-marketing-pa-kommando\/\" \/>\n<meta property=\"og:locale\" content=\"nb_NO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Slik skriver du god content marketing p\u00e5 kommando - INMA - IAB Norway\" \/>\n<meta property=\"og:description\" content=\"Tror du at det \u00e5 skrive bloggtekster og fagartikler er noe du kun kan gj\u00f8re n\u00e5r inspirasjonen kommer over deg? &#8211; I s\u00e5 fall er du langt mindre produktiv enn du kunne v\u00e6re. 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