Content marketing ignites growth transformation: build a moat of products with brands

I Content Marketing 3.0 Era

The rapid development of the Internet and the changes in the market environment have made Marketing Significant changes have taken place in the way. brand High quality content is needed to attract users. Content marketing can make customers remember the brand and keep the brand in mind for a long time. Therefore, all content marketing cannot ignore the brand.

Content marketing is not a single point input-output ratio. In the Internet era, strong penetration and lasting war are the content marketing thinking that every brand should have. Then, what about brand marketing around product tonality, forming compound interest and flexible content, and establishing its own content marketing strategy?

2、 Not all content can be called content marketing

1. Continuous content

Brands that do well in content marketing generally have mature and recyclable content marketing methods. By developing popular content, consumers can discuss and share it on various social platforms. If users can remember a brand in a short time, it means that your content marketing has been half successful. I have seen that the thinking mode of many brand and related business leaders still stays in the traditional way. If you don't have the money to budget, you can't spread. If you have the money to budget, you can use combo boxing, social platforms as topics, microblog and small red books as well as subway community advertising.

In fact, this way can make the brand implanted in the iron powder mind very unlikely. Once your competitors have out of the circle behavior, they can instantly surpass themselves.

In the Internet era, strong penetration and lasting war are the thinking of "content marketing" that every brand should have.

However, during the implementation, it will be found that for small and medium-sized brands except large companies, once short-term content marketing fails, they will give up directly, and the final results will be predictable.

2. Promotional content

Promotional content, that is, timeliness content serving enterprise promotional activities. All retail, department stores and e-commerce companies basically use annual non-stop promotional activities and content to attract customers to promote consumption. For example, offline shopping centers, online Tmall, JD, Pinduoduo and other e-commerce platforms use each festival, including constantly creating one theme promotion activity after another, to constantly stimulate consumers' purchase desire.

We have sorted out some common promotion methods for e-commerce:

In addition, there are some types of returns, such as free trial, full or reduced, and group pasting. For example, Pinduoduo, which is commonly used in e-commerce, is a kind of discount marketing, while the "Double 11" and "Double 12" in e-commerce industry are nominal theme marketing. This will not be discussed in detail.

3. Hot content

Hot content, that is, content based on social hot spots, is mainly to obtain short-term attention and traffic, commonly known as "hot spots". Hot spots in the market emerge every day. Catching the hot spot can make the enterprise's products be noticed and spread quickly, and directly save a lot of publicity costs. This kind of content marketing has sunk and spread all over the marketing circle. Whenever any hot topic appears, people's attention is firmly locked, and users have a strong tolerance for hot related content.

Although this method is very popular, high-quality content is not common. It is very appropriate for enterprises to launch or upgrade products on this active occasion, because the content subject has been determined, and a large number of people are in place, so they just need to take advantage of publicity. Only hot content is related to the company's business, and then do some market expansion and evolution to create valuable content, Users will pay more attention to the brand, and can contact, like and even trust the company, so as to purchase or use their products and services in the future.

4. Product type content

Never deviate from enterprise tonality. Every enterprise has its own unique values, which can also be called enterprise tonality. This culture has accumulated a long time and experience, and is also the key to consumer loyalty to products.

Conventional marketing is to sell products and services in a direct way, focusing on the functional value of products and services. However, content marketing is different. Its focus is not on whether to focus on functional value, but on the emotional needs of users.

When doing content marketing, we must also closely follow the corporate culture and integrate the previous style and concept into it, otherwise it is easy to roll over and damage the brand image.

Content is the basis of enterprise creation, which will permeate into product production, brand promotion, corporate culture, management system and other aspects. Focus on content. Only highly readable content will not make most users hate or reject it. Such content can have storylines, emotions, or fun. In short, it is full of vitality, not cold.

To incorporate content marketing into the long-term development strategy of the enterprise and comply with the current market trend is one of the core issues that the enterprise brand should adhere to in the next decade.

3、 Build content marketing strategy

1. Establish content resource library

We often encounter the problem that our content colleagues do not know what to write. The core of content marketing is based on products and users.

Where the gun is aimed is corresponding: to whom, how and to whom? The user image directly determines the key information and communication tone. After sorting out all these materials, you will have a clear perspective of God. No matter what stage the brand is in, which node in the daily life can clearly identify what strategy, what content, what emotion, and what plate to focus on to spread, and finally form the "compound interest effect".

Content marketing can carry more in-depth and rich marketing information, and combine content to produce stronger emotional resonance. Therefore, the value expectation of enterprises for content marketing still focuses on the goal of establishing brand image, communicating in-depth marketing needs and establishing user emotional links.

2. Create high-quality and sustainable content marketing ecology

From traditional channels to today's short videos, the content ecology has been constantly changing and updating in recent years. Enterprises should make full efforts in the form layer, service layer and content layer according to their own product characteristics, select appropriate deep cultivation channels, and create high-quality and unique content marketing ecology.

In terms of form, such as the content marketing form and play method of lottery, there will be more marketing options and innovation space based on microblog;

In terms of services, e-commerce online live broadcast content, Taobao or Tiaoyin have all created one-stop content marketing service solutions to provide more convenient and comprehensive marketing services for brands;

In terms of content, the small red book output through the continuous grass planting content of users also has a good community atmosphere, providing a good content marketing soil for the brand.

Select appropriate channels, build a content matrix, gradually guide users to participate, comprehensively popularize marketing information, comprehensively precipitate in the matrix through brand assets, create a brand exclusive service integrating flow access, content marketing, and transaction closed-loop, and precipitate brand content assets in combination with the content marketing system.

3. Find the release rhythm suitable for business characteristics

A good content marketing must be a plan based on the consideration of products, rhythm, users, etc. This requires that brands can create a release schedule for content marketing, and output content in a planned and continuous manner, which is also one of the key factors for the success of digital content strategy.

In general, this content schedule should take into account the reading and viewing time of the user group. The work and rest time of different industries are different. If you want to obtain accurate traffic, you should formulate corresponding content strategies according to the specific work and rest time of the target group.

Making a content calendar can make your content marketing orderly, help you analyze the effect and gap of content planning, adjust and optimize in time, and ultimately improve the effect of content marketing.

4. Establish content effect measurement mechanism

Content marketing is not only a sharp tool for brand communication, but also an important tool in the future conversion Channels. With the continuous development and efforts of the media, the value of content marketing has begun to break the shackles of brand communication. By increasing the consumption attributes of content, strengthening instant transformation, and creating consumption content scenes, the demand for brand transformation has been realized.

Therefore, brands need to establish a richer and more mature content marketing value cognition and evaluation system to more comprehensively evaluate the marketing effect of content marketing in all dimensions.

5. Set goals with measurable KPIs

Now that you know what kind of content you can provide for your audience, it is time to consider how digital content marketing can serve your brand. What is the goal of your content marketing strategy? Is it to improve brand awareness? Or for transformation? Or to improve search engine ranking?

Your content may serve multiple goals. You need to set goals with measurable KPIs and explain to your team what each goal of the digital content strategy is to help them better understand the content that all goals need to create.

6. So how do you measure your progress towards your goals?

First, we need to consider the factors that measure your KPI indicators. How many people visit the website? Number of articles read? How many people pay attention to media accounts? These KPIs need to be clear first, so that your content strategy can be targeted. Then, set the specific number to be completed in your KPI.

If your goal is to increase media attention, then set a clear digital goal, for example, increase the number of fans by 30% in the next three months, and reach 30w fans in the WeChat public account in six months, which can allow your team to objectively measure whether your goal is achieved.

7. Content recheck

We are often busy thinking about and creating new content marketing, while ignoring the content created in the past. Checking the created content is the basis for creating new content, which can help you re-examine which content is more popular, has a high click rate, which content is invalid, and has a low reading volume. These will help you to take the essence and discard the dross when creating new content.

Before reviewing the existing content, first determine what you want to achieve. Do you need to restructure these content to build a content marketing system? Or update old content keywords to complete SEO optimization? Delete expired pages and links? Test the brand's audience? Chances are you have more than one goal to achieve.

In this way, you can determine whether the content you need to check is website content or social media content such as WeChat official WeChat account. After that, establish the corresponding content self-evaluation form, and you can start to conduct effective review.

4、 How to make content marketing deeply rooted in people's hearts

Enterprise marketing means cannot simply instill ideas into consumers and force users to identify with products. This rigid brainwashing marketing will disgust them. You should know that users' attention to products has been upgraded from life needs to value needs.

Content marketing must be more about understanding consumers' psychology, starting with details, focusing on quality and service, and refining content around products and services. And through marketing means, the content can have storytelling, emotion and vitality, so as to touch users.

Effective emotional content helps consumers to establish a relationship with the brand to stimulate resonance. Only when they identify with the brand value can they achieve the purpose of content marketing.

In the case of complex marketing information, consumers can accept and understand the proposition conveyed by brand marketing. With the continuous iteration of the marketing environment, the consumer's cognitive structure and consumer demand behavior begin to change.

What enterprises or brands should do is to adhere to the theme of creating value for users. Only by maintaining consumer satisfaction and continuous growth can we feedback the value of brand assets, build a strong product moat and remain invincible.