Huong dan chien luoc noi dung 2026: 7 chien luoc cot loi ma 90% nguoi khong biet

🎯 Ban se hoc duoc gi: Cac chien luoc noi dung cu da chet. Hien tai, 90% moi nguoi dang lang phi thoi gian vao nhung chien luoc da het hieu qua tu nhieu nam truoc. Toi se chia se 7 chien luoc thuc su hieu qua ngay bay gio.

📺 Video goc: Joanna Wiebe (14:33)

Tong quan

Joanna Wiebe, nguoi da giup cac thuong hieu kiem hang trieu do trong 10 nam qua, se tiet lo 7 chien luoc noi dung hieu qua cho nam 2026 va sau do. Tu viec tao noi dung cho AI (AEO), tu duy thong diep thay vi pheu, khop van de, xay dung Mega Mean Mouse, dinh vi Blank for Blank, noi dung lay ca tinh lam trung tam, den chien luoc uu tien chat luong hon tan suat - hay bo cach lam cu va hoc nhung chien luoc thuc su mang lai ket qua.

Cach lam noi dung cu da chet

00:00:00

Cach tao noi dung truyen thong da chet.

Neu ban muon tao noi dung de xay dung khan gia, tao uy tin va mang lai ket qua kinh doanh thuc te, ban can biet dieu gi thuc su hieu qua ngay bay gio.

Joanna Wiebe da giup cac thuong hieu kiem hang trieu do thong qua noi dung trong 10 nam qua. Nhung co ay noi rang hien tai dang thay 90% moi nguoi lang phi thoi gian vao nhung chien luoc da ngung hoat dong tu nhieu nam truoc.

Trong video nay, co ay se chia se 7 chien luoc noi dung dang thong tri hien nay va cach su dung chung de di truoc nguoi khac.

Chien luoc 1: Tao noi dung cho AI (AEO)

00:00:28

Chien luoc dau tien la dieu ma hau het moi nguoi khong biet, va tham chi co the khong dong y.

Ban can bat dau tao noi dung cho AI.

Nhung nguoi chien thang trong linh vuc noi dung hieu rang noi dung khong con chi danh cho con nguoi nua. No con danh cho AI.

Khi ai do noi "Toi da dang bai deu dan mot nam ma khong co ket qua", Joanna hoi: "Ban co dang tao noi dung o noi ma AI thuc su co the tim thay khong?" Va moi nguoi deu bi ngo ngang.

Khai niem AEO (Ask Engine Optimization):

Wikipedia, Reddit, YouTube hien la nhung nguon chinh ma ChatGPT, Perplexity va tat ca cac nen tang AI lon lay thong tin. Day duoc goi la AEO (Ask Engine Optimization).

Neu khach hang ly tuong cua ban dang su dung AI de nghien cuu giai phap (va ho dang lam vay), ma ban khong xuat hien trong nhung nguon do? Ban theo nghia den khong ton tai voi ho.

Vi du thuc te:

• Hay tuong tuong ban dang dau tu manh vao chien luoc noi dung LinkedIn
• Kiem tra xem khan gia cua ban thuc su tieu thu noi dung o dau bang cong cu nhu SparkToro
• Ban co the phat hien rang hau het khach hang tiem nang dang tim giai phap qua cac huong dan YouTube va thao luan Reddit theo nganh
• Ban da noi chuyen o sai phong suot

Moi gio ban tao noi dung tren nen tang ma khan gia khong chu dong tim kiem, la mot gio doi thu canh tranh dang danh o nen tang ho co mat.

Giai phap:

1. Su dung SparkToro de tim noi khach hang tiem nang thuc su tieu thu noi dung
2. Kiem tra tat ca cac kenh hien tai va hoi: "AI co dang index cai nay khong?" "Khach hang tiem nang cua toi co tim kiem o day khong?"
3. Neu ca hai cau tra loi la 'Khong', hay bo kenh do

Chien luoc cot loi: Uu tien giao diem giua nhung gi AI quan tam va noi khan gia cua ban o.

Chien luoc 2: Suy nghi theo thong diep, khong phai pheu

00:02:25

Chien luoc thu hai se thay doi hoan toan cach suy nghi cua ban.

Hay suy nghi theo thong diep, khong phai pheu.

Cach tiep thi truyen thong da hong. Day la nhung gi se hieu qua vao nam 2026 va sau do.

Van de voi so do pheu truyen thong:

Hau het nguoi trong linh vuc tiep thi hoac kinh doanh deu hoc so do pheu:

• Top of Funnel: Noi dung xay dung nhan thuc (vi du: video ngan viral)
• Middle of Funnel: Tao su quan tam (vi du: video giao duc)
• Bottom of Funnel: Chot don hang (vi du: pitch khoa hoc)

Nhung co mot van de: Moi nguoi khong di theo pheu cua ban.

Ho thuong di theo con duong rieng roi ren cua ho. Ho co the den trang chu cua ban tu Google voi trang thai san sang mua. Nhung noi dung tot nhat cua ban bi chon vui - vi ban to chuc theo giai doan pheu thay vi thong diep ma ho thuc su can vao thoi diem do.

Cach tiep can lay thong diep lam trung tam:

Cach tiep can nay dao nguoc lai. Ban lap ban do nhung thong diep cu the ma khan gia can nghe, bat ke ho gap noi dung cua ban o dau.

Neu noi dung cua ban khong dung duoc mot minh va mang lai gia tri bat ke ai do tim thay no o dau, ban dang mat ho.

Lap ban do nhung thong diep ma khan gia can nghe:

• Van de nao ho can ban hieu?
• Ho do loi cho ai?
• Nhung giai phap that bai nao can duoc thua nhan truoc khi tien len?

Vi du: Neu ai do phat hien ra ban qua mot video YouTube ngau nhien, video do nen truyen tai uy tin va goc nhin doc dao cua ban thay vi co phu hop voi mot giai doan cu the cua hanh trinh.

Lam cho moi thong diep co the tiep can o moi noi dua tren viec phuc vu khan gia.

Chien luoc 3: Bat dau voi khop van de

00:04:03

Chien luoc tiep theo la bat dau voi dieu toi goi la Khop van de (Problem Match).

Neu ban muon ban nhieu hon, hay ngung pitch va bat dau phan chieu.

Day la loi sai ma toi thay nhieu nhat.

Vi du xau: Tuong tuong mot trang chu bat dau voi bang cap, so nam kinh nghiem, thanh tich an tuong, moi huy chuong. Ve mat ky thuat thi an tuong. Nhung khong co gi mo ta van de ma khach hang tiem nang dang gap va cach giai quyet no.

Vi du tot (viet lai cung doanh nghiep): "Tang truong cua ban dang dinh tre. Ban dang lam viec cham chi hon bao gio het nhung loi nhuan khong tang. Doi ngu kiet suc va ban khong biet nen thay doi gi truoc."

Bay gio nguoi do nghi: "Duoc roi, thuong hieu nay hieu. Ho hieu nhung gi toi dang trai qua."

Vi du cho nguoi tao noi dung:

• ❌ "Xin chao, toi la chuyen gia chien luoc noi dung voi 500.000 nguoi theo doi"
• ✅ "Ban da tao noi dung nhieu thang nay nhung khong ai xem"

Truoc khi ban giai phap hoac xay dung khan gia, ban phai chung minh rang ban hieu van de cu the - van de ma khan gia dang gap, bang chinh ngon ngu cua ho, voi chinh xac diem dau cua ho.

Do la khop van de. Va no thiet yeu de khien moi nguoi noi 'co' voi ban va dich vu cua ban. Bo qua khop van de, moi thu khac ban noi chi nghe nhu tieng on.

Cach thuc hien:

1. Su dung chinh xac ngon ngu cua khan gia - khong phai tu ngu chuyen mon hay thuat ngu
2. Neu ho noi "ap luc qua", dung noi "van de phan bo nguon luc"
3. Dat khop van de vao phan dau cua moi noi dung
4. Thu nghiem cau mo ta van de voi khan gia muc tieu va tinh chinh cho den khi ho noi "Dung, chinh xac, do la no"

Chien luoc 4: Xay dung Mega Mean Mouse

00:05:30

Chien luoc 4 phan biet noi dung nghiep du voi noi dung chuyen nghiep. Toi goi day la xay dung Mega Mean Mouse (Con chuot lon dang so).

Co mot cau noi cu trong copywriting phan hoi truc tiep: "Dung ban bay chuot tot hon. Hay ban con chuot lon hon va dang so hon."

Moi nguoi khong mua vi giai phap cua ban nhanh hon 40%. Ho mua vi van de hien tai dang giet ho va moi thu ho da thu deu that bai.

Su khac biet:

Vi du xau (phan mem quan ly du an): Tap trung vao tinh nang - bieu do Gantt, theo doi thoi gian, moi tich hop. Day la chung chung va that long khong hap dan lam.

Vi du tot (xay dung Mega Mean Mouse): Cho khach hang tiem nang thay cach tiep can lon xon cua ho:

• Dang tieu ton 20 gio moi tuan
• Dang lam doi ngu kiet suc
• Dang gay ra loi hen khien quan he khach hang bi ton hai

Dot nhien, moi nguoi chu y.

Vi du cho nguoi tao noi dung:

• ❌ "Toi se day ban chinh sua video tot hon"
• ✅ "Quy trinh chinh sua hien tai cua ban mat 6 gio moi video trong khi chi can 2 gio. Va dieu do dang khien ban mat hang ngan do la co hoi"

The gioi cua khach hang tiem nang da te liet voi 'tot hon'. Ai cung tuyen bo tot hon, nhanh hon, re hon. Nhung noi dau, noi so, nhan ra rang moi thu toi te hon ho nghi - do la thu xuyen thau.

Neu noi dung cua ban khong khich dong van de truoc khi trinh bay giai phap, no se khong hoat dong.

Cach thuc hien:

1. Xac dinh van de cot loi ban giai quyet va mo rong no
2. Nhung hieu ung phu nao ho dang bo qua?
3. Dieu gi se xay ra neu khong giai quyet trong 6-12 thang?
4. Tim ke phan dien - khong phai mot nguoi, ma la "cach cu", "he thong hong", "tieu chuan nganh dang that bai khach hang tiem nang"
5. Vi du: Huan luyen vien nang suat co the do loi cho "huyen thoai van hoa hustle dang lam ban kiet suc" thay vi do loi cho nguoi do
6. Chi ra nhung giai phap that bai va tai sao chung khong hoat dong
7. Lam con chuot to hon truoc khi de cap den bay chuot

Chien luoc 5: Dinh vi Blank for Blank

00:07:30

Chien luoc tiep theo co ve qua don gian, nhung la noi hau het cac doanh nghiep hoan toan that bai.

Do la dinh vi Blank for Blank (Cai gi do cho Ai do).

Ban co the noi trong mot cau ban duoc biet den vi dieu gi ngay bay gio khong? Hau het moi nguoi khong the. Do la van de.

Dinh vi Blank for Blank: Day la cong thuc don gian nhat trong the gioi tiep thi. "Dieu ban lam for Doi tuong ban phuc vu"

Vi du:

• Cong cu quan ly du an cho cac doi sang tao
• Serum chong rung toc cho phu nu man kinh

Tai sao no hoat dong:

Khi ai do hoi ban lam gi va ban noi "Chung toi giup chuyen doi so cho doanh nghiep", ho se lich su gat dau nhung hoan toan khong biet lieu ban co lien quan den ho khong. Cong ty lon hay startup? Y te hay san xuat?

Thay vao do noi: "Chung toi la tu van chuyen doi so cho cac nha san xuat gia dinh."

Van con nhieu thuat ngu, nhung ngay lap tuc cac nha san xuat gia dinh se biet "Day la cho minh." Tat ca nhung nguoi khac se biet "A, khong phai cho minh."

Su ro rang do la suc manh tuyet doi.

Vi du cho nguoi tao noi dung:

• ❌ "Toi giup moi nguoi phat trien tren YouTube"
• ✅ "Chuyen gia chien luoc tang truong YouTube cho nguoi tao noi dung tai chinh ca nhan"

Khong co dinh vi ro rang, noi dung cua ban co gang noi voi tat ca moi nguoi va cuoi cung khong noi voi ai. Ban tro nen chung chung va bi quen lang.

Khi ban dinh vi Blank for Blank chinh xac, noi dung cua ban co suc manh. Ban khong chi la mot lua chon khac. Ban la lua chon duy nhat cho nhu cau cu the cua mot nhom cu the. Tu canh tranh voi 10.000 thuong hieu, bay gio ban chi canh tranh voi khoang 5.

Cach thuc hien:

1. Bat dau voi dieu ban lam bang tu ngu don gian
2. Cu the ve nguoi ban phuc vu - khong phai "chi la doanh nghiep" ma la "agency sang tao" hoac "doi lam viec tu xa tai Pakistan"
3. Ket hop: "Dieu ban lam for Ai do cu the"
4. Thu nghiem: Ai do co the biet ngay ho la khach hang cua ban khong? Neu do du, no qua rong - thu hep hon

Vi du: "Huan luyen vien meal prep cho cac ba me ban ron ghet nau an" ro rang hon nhieu so voi "Toi day an uong lanh manh."

Su dung dinh vi nay o moi noi - trang chu, bio, moi noi dung.

Chien luoc 6: Tao noi dung lay ca tinh lam trung tam

00:09:20

Chien luoc 6 co le la quan trong nhat.

Lam cho noi dung cua ban lay ca tinh lam trung tam, khong phai san pham.

Noi dung cang nghe giong san pham, cang it nguoi tin. Toi thay dieu nay lien tuc.

CEO noi ho khong muon xuat hien truoc camera - khong thoai mai hoac khong du tinh te. Trong khi do, doi thu canh tranh dang lo dien moi tuan tren LinkedIn va YouTube, chia se y kien va ke chuyen ve nhung gi ho da hoc theo thoi gian.

Ai dang thang? Nguoi dang co gang tro thanh mot nguoi thuc voi ca tinh va y kien thuc.

Co ly do tai sao nhung nguoi nhu Dan Martell co luong khan gia khong lo trong linh vuc noi dung giao duc. Khong nhat thiet vi san pham hoac dich vu cua anh ay tot hon. Ma vi anh ay xuat hien deu dan nhu mot con nguoi that.

Dieu nay cung tot cho thuong hieu.

Y nghia cho nguoi tao noi dung:

• Dung chi the hien san pham cuoi cung tinh te hoan hao, hay cho ho thay qua trinh thuc, sai lam va hau truong

Niem tin la dong tien cua kinh doanh hien dai. Va ban khong the xay dung niem tin bang noi dung doanh nghiep vo danh hoac su hoan hao qua bong bay.

Khi moi nguoi thay ban la ai, nghe cach ban suy nghi va hieu goc nhin cua ban, ho bat dau cam thay nhu ho biet ban. Va moi nguoi lam an voi nhung nguoi ho biet va thich.

Cach thuc hien:

1. Dung co hoan hao - moi nguoi dong cam voi su chan thuc hon la su bong bay
2. Chia se cau chuyen o ngoi thu nhat ve nhung gi ban da hoc kho khan va sai lam ban da mac
3. Vi du:
   • ❌ "5 meo de nang cao nang suat"
   • ✅ "Toi da lang phi 3 nam vao cac he thong nang suat. Day la nhung gi thuc su hieu qua."

Do la cach ban xay dung mot goc nhin ma moi nguoi quan tam.

Chien luoc 7: Uu tien chat luong hon tan suat

00:11:20

Chien luoc cuoi cung di nguoc lai moi thu ban da hoc ve chien luoc noi dung.

Uu tien chat luong hon tan suat.

Moi guru noi dung deu noi dang bai moi ngay, nhat quan, xuat hien bat ke dieu gi. Nhung dang it hon thuc su co the mang lai ket qua tot hon.

Dieu ma hau het moi nguoi khong hieu ve thuat toan:

Thuat toan khong dem ban dang bai bao nhieu lan. No do luong bao nhieu nguoi quan tam khi ban dang bai.

Vi du thuc te: Joanna co mot khach hang dang dang 16 lan moi ngay tren Instagram vi mot khoa hoc co y tot nao do noi do la dieu can lam. Muc do tuong tac cua co ay te kinh khung. Thuat toan thay spam va ha thap uu tien moi thu co ay dang.

Day la nhung gi xay ra khi ban uu tien tan suat hon chat luong. Ban khong xay dung khan gia - ban dang huan luyen thuat toan bo qua ban.

Khai niem Golden Hour (Gio vang):

YouTube, LinkedIn, Instagram, TikTok - moi nen tang deu co Golden Hour. Do la 60 phut dau tien sau khi dang bai.

Nhung gi xay ra trong Golden Hour cho thuat toan biet lieu noi dung cua ban co dang duoc hien thi cho nhieu nguoi hon khong.

• Neu ban nhan duoc binh luan, thich, chia se ngay khi dang → Thuat toan: "Duoc roi, cai nay co gia tri. Hien thi cho nhieu nguoi hon"
• Neu ban dang va im lang → Thuat toan: "Khong ai quan tam. Ha thap uu tien nguoi tao nay va video"

Cach thuc hien:

1. Dung dang bai chi de lap day han ngach tuy y
2. Chi dang khi ban co dieu gi do thuc su co gia tri
3. Khi ban dang bai, danh 60 phut de tra loi moi binh luan
4. Cho thuat toan thay noi dung cua ban quan trong
5. Xay dung mot nhom nho tham gia trong Golden Hour

Hay nho: Nguoi tao YouTube voi video nghien cuu ky luong mot tuan mot lan voi tuong tac manh se vuot troi hon nguoi dang moi ngay ma khong co binh luan nao.

Day la 7 chien luoc noi dung co the giup thuong hieu hoac doanh nghiep cua ban len mot tam cao moi hon bat ky ai khac.

Nhung con mot dieu nua co the lam nhung chien luoc nay tro nen vo hieu: theo duoi y tuong doc dao. Neu ban muon biet tai sao y tuong doc dao khong con quan trong nua va dieu gi thuc su hieu qua, hay xem video tiep theo.

Tom tat cot loi

• Tao noi dung cho AI (AEO) - Wikipedia, Reddit, YouTube la nguon chinh cua cac nen tang AI
• Suy nghi theo thong diep, khong phai pheu - Moi nguoi khong di theo pheu cua ban
• Bat dau voi khop van de - Phan chieu chinh xac van de cua khan gia truoc khi pitch
• Xay dung Mega Mean Mouse - Ban con chuot dang so hon, khong phai bay chuot tot hon
• Dinh vi Blank for Blank - Cong thuc mot cau 'Dieu ban lam for Ai'
• Noi dung lay ca tinh lam trung tam - Su chan thuc xay dung niem tin hon su hoan hao
• Chat luong hon tan suat - Thuat toan do luong tuong tac, khong phai so lan dang bai
• Tan dung Golden Hour - 60 phut sau khi dang quyet dinh thanh cong thuat toan