How can companies do content marketing from zero to one?

Author:Everyone is a product manager Time:2022.08.24

Now that the needs of users are constantly being upgraded, they are not only satisfied with the pursuit of material needs, but also want to obtain spiritual pleasure or value identity. Therefore, enterprises must not only continuously improve the quality and function of the product to improve the external appearance, but also cultivate internal skills, enhance the brand image and tone, and meet the consumer needs of users. So, how do companies do well in content marketing? The author of this article analyzes this, hoping to help you.

Content marketing must be one of the best ways to open the market after the consumption upgrade.

Whether users are shopping, spend money to spend. It is still the content of the house, playing games, and the content of the consumer platform. It is not difficult to find:. Users are not satisfied with the pursuit of material needs.

Under this trend of demand upgrades, companies to open the market must not only continuously improve the quality and function of products to improve the external exterior, but also cultivate internal skills, enhance the brand image and tone, and meet the consumer needs of users.

And content marketing is a weapon for the brand to communicate with users. The first reason is that the good content is that it can bring explosive traffic to the market's customers at a sufficiently low cost.

The second phase is more likely to accept content marketing for rough advertisements. Establish online sales scenarios through the combination of content and products to allow others to recognize the content first and then recognize advertisements. This stimulates some of the needs of users for the product, making it easier for enterprises to launch this product. It is the same as the logic of all sales, first recognize people, then recognize the goods.

First, how to do content marketing: first find the goal of content marketing.

The first thing to consider is how to produce real "good content"? Not to do content for content marketing. On the basis of good content, the brand still needs to consider, how can we be seen? After being seen, how to overcome the lagging of content marketing and truly drive enterprises to achieve practical growth.

How to do well? Before doing it, the goal of the content must be clear.

Whether it is the B -end and C -end industries, the market is trying to reach users (customers), but different industries have different content strategies at different stages.

Unlike advertising, it is only responsible for data. Content marketing is a time that requires a long cycle to affect the market.

The premise of the default advertisement is that I don't care what kind of content I put, you must see it, a bit like a big horn, because I can see it as long as I pay for it. I just want to have money.

But content marketing is not the case, and the quality of the content directly determines how many people can see. There are essential differences between exposure and reading. For example, you are all sending videos in Douyin. Your cost is the same, but you may have a good content of 100 million. quantity.

Followed by the content marketing between TOB and TOC.

For TOB companies, all content forms can be regarded as content marketing. As a TOB product, whether it is live broadcast, text, or video, it is a means to reach customers, because B -end product customers' decision -making cycle It is very long. It needs a lot of content to do long -term reaching, slowly meet the needs of customers, and finally sell the product.

For the content marketing brought by C, the time cycle of the content play is relatively long, and content marketing is closer to an auxiliary means. Different from advertising, data can be obtained in a short time.

Like a TOC company, the live broadcast and cargo is very popular. Live and cargo is barely regarded as a content marketing. The content marketing of TOC is actually the operation before the live broadcast.

There are generally not many contents of live broadcasts. For example, like the live broadcast room of New Oriental, Luo Yonghao's live broadcast room, he is an online salesperson. Eastern selection of the live broadcast room, they have their own set of content logic, but behind the fire, it is not relying on content marketing. He is the same as the shopping guide as the cabinet sister. The characteristic of this model is to clearly introduce the product.

The biggest reason for the fire in the East is because their sales techniques and sales strategies are different from other live broadcast rooms. Others introduce the products in the live broadcast room. They introduce culture in the live broadcast room. Some vibrato users come over with information. The user wants to listen to the interesting content, so they enter the live broadcast room and buy their things by the way.

Some live broadcasts require content, such as game anchors, entertainment anchors, talent anchors, it has content to watch, but the live broadcast of this model is not motion.

Because in the process of live broadcasting, all the words are actually sales. The core indicator is to increase the conversion rate. This is the essential difference between marketing and sales. Most of the live broadcasts generally assist the development of the material, that is, we use content materials to awaken the user's interest in the product in a certain scenario, so consumers click in to watch the live broadcast, so its content marketing is at the front end, and it is that we are at the front end. Before the live broadcast.

For many TOC companies, there are two points worth noting.

The first problem is that most C -end companies pay too much attention to KPI. Content marketing and advertising are different. For the C -side company, the CPC advertising of Taobao Tmall e -commerce platform is normal to generate data.

However, content marketing affects users in a scene. This process takes time to ferment. If you use advertising to make content marketing, you value short -term data too much. If you want to get data quickly, short -term data is of little significance for the brand. For example, a brand side blindly chased the exposure. In fact, most of the largest exposures are entertaining anchors. The core users of fans and brands do not match the core users. In terms of brands, there is no much meaning, and there will be deviations with the goals you want to achieve in actual business.

The second point is the cost of cost investment. The cost has always been a problem of the brand. For cost investment, the core point is that the transformation indicator of the brand's consideration is related to content or time.

When many brands are doing launch, they are to follow the hotspots, and quickly vote for a certain period of time.

When launching the experts, although some people say that the data looks good on the surface, it is actually not so good. This situation is difficult to distinguish the brand in the short term, so it will affect the effect of short -term delivery. It is also a big problem to see the content of the effect in the short term.

For example, like the public account, is it increasingly difficult to do now?

The brand marketing of the brand and the content marketing of Weibo channels should be part of the brand. This channel is more of the brand's vocal mouth. It is more like the brand's daily channels, not the effect channel.

This is the difference between the content scene. For example, Weibo, everyone goes on Weibo to eat melon, watching all kinds of funny gossip things, you are interspersed with things that are interspersed with, and its effect is naturally bad.

但是我们切换到小红书上面时候,小红书作为一个内容安利平台,本身用户在打开软件的时候,就是抱着精致生活的需求进入平台的,不同的平台带来不同的内容场景,所以不同There is a big difference between the conversion effect between the platform.

Nowadays, many users' shopping preference tendencies are cultivated on the Internet and cultivated videos. The user may just go to Xiaohongshu to see the gossip information, but I bought something and came back. In the 3.0 interest shopping era, users may not have a clear needs. It is characterized by the user that may only come over to pass the time. While spending time, it has inspired their shopping interest by the content of some platform masters.

What we present to users is not only information, but not only pictures, videos, text, and these more important things that affect users. The expert system is also part of the content marketing. This "image of the talent" is also the consumption content of entertainment and life in users' lives.

From the perspective of traffic, the traffic of the people generally accounts for more than 50%of the main traffic. Therefore, the expert system and content marketing are actually deeply bound. The master itself is the content, because the master has an IP image. This image itself is a content that can be accepted by users.

2. How to do content marketing from zero to one?

To do a good job of content transformation, first of all, the content itself must be better, it must be accurate and meet the needs of the user.

When increasing content transformation, many brands will enter a misunderstanding, that is, always draw: user portrait. As soon as the content of the content is not transformed, it will first wonder if the user portrait is wrong.

In fact, "user portrait" does not make much sense for improving content conversion. Because many brands do not really understand their users, many user paintings are tall PPTs, and they cannot reach and match real users.

There are differences in real products to buy users and brands in the minds of the brand. For example, some luxury products for women think that the brand will buy a lot of women. In fact, most buyers are all buyers. It is a small net red, because they are eager to make themselves look good and look successful.

The imagination of market data and brands will be different. In the promotion of the new brand, this problem is very common. Few products really understand their target users before the market mature period.

The purpose of brand marketing and promotion is to open the market. What is the market? Naturally, the more users, the better, so the brand must not limit itself in the "user portrait" at the beginning.

In the age of overbrication of this product, most of the user pain points on the market have actually been solved by others. Now there are almost no new pain points on the market. Itchy.

And people are the most difficult to quantify. For example, a boy may have no shopping needs during the day, but at night, he suddenly became emotional and placed an order. A real user will change in different time and place.

There are also many tools on the market to realize the function of market analysis, but the most way we use is "looking for keywords". To do market analysis through some tools, what are the pain points and needs of users through words?

Under normal circumstances, the user's needs are relatively abstract, but users will use their needs on the Internet to express their needs in "keywords." It will be clearer.

For example, a young woman can search for Korean dramas? Skin care process at night? What are the good homes? Wait, as long as these words are dug out, the user's needs will be clearer. For the brand, you have tools to help yourself make content planning. In this way of searching, we also often organize as a map of content. The main idea is to start through the characteristics of the product. Do our content marketing.

If we have a health product, health products have the effect of beauty and beauty and white skin. We organize the efficacy of the product: whitening, fading wrinkles, anti -aging, etc. The ingredients are: collagen peptide, nicotinamide, etc. Sort it first and then pack it slowly.

The second idea is to sort out the habits of users' lives, such as our user is a woman in the workplace. What do we think she do? There may be a need for love in life. She may have a date and may consider getting married. The workplace may work overtime, and may be reported to the customer.

In order to take into account the transformation and content quality, companies must target users' life scenarios. Create their own content maps that need to choose the scenes that fit our products the most in different scenarios, and make content marketing in targeted.

At the same time, how to balance the user's experience and the transformation of the user is a problem for many companies.

Although the user experience and the transformation of the user do have some conflicts, just like the two ends of the balance. If you pay attention to the spread of content, you may deeply cultivate the content, which will make the content a lot of exposure, but the conversion rate may not be high. The high content of the transformation must be relatively heavy. Only accurate users will be willing to watch, and most of the potential users may not love to see it. They also need content to influence.

So the two things of user experience and user transformation are a balanced art. For enterprises, it is best to do it, and the content of the enterprise in the market should be both soft and hard.

Faced with some very hard demand scenarios, such as what knowledge paid software is easy to use? Under this very clear question, companies can make the content harder and make the product's advantages and buying points.

In the face of the scenes of non -clear demand and soft needs, such as some living content, there is no clear demand, a good -looking product sharing, and some office software that increases sales. In this case, it is better to be soft -implanted in products.

Some brands with powerful content marketing have a commonality, that is, the coverage of content is very wide. Like some big makeup brands and skin care brands, these brands are put on content marketing, which are one billion yuan a year. Search on Xiaohongshu, basically they can see their shadows.

Content marketing requires a long period of continuous action. Many TOC companies are easily caught in data misunderstandings in order to see data effects in a short time.

The first data misunderstanding is that most C -end companies are too concerned about KPI. Content marketing and advertising are different. For the C -side company, the CPC advertising of Taobao Tmall e -commerce platform is normal to generate data.

However, content marketing affects users in a scene. This process takes time to ferment. If you use advertising to make content marketing, you value short -term data too much. If you want to get data quickly, short -term data is of little significance for the brand.

For example, a brand side blindly chased the exposure. In fact, most of the largest exposures are entertaining anchors. The core users of fans and brands do not match the core users. In terms of brands, there is no much meaning, and there will be deviations with the goals you want to achieve in actual business.

Third, content marketing differences on different channels

For the TOC brand, customer acquisition methods in different channels must first be more product category to do differentiated strategies.

For example, on the WeChat platform, the brand is only suitable for products with high repurchase rates at this stage, such as brands sell some retail products, masks, fresh, snacks, etc. At present, we find that Zhou Heiya's brand is doing well in the private domain, because WeChat mainly reaches the user's channel or WeChat group. To allow users to pay in the social scenario, the unit price of this product must not be too high. If If the unit price is too high, the cost of decision -making will be increased. In this case, it is difficult to deal with the WeChat group or circle of friends. We can also see early fission activities, which are basically fission pricing of 9.9 yuan.

There is also a WeChat video number. This channel is currently controversial, because the current commercialization capacity of the video number is low, and the input -output may be relatively low. Some big brands make a try on the video number channel, but there is still no very good data on the market.

For many brands, Douyin is a major battlefield facing C -side users. Because of its large traffic base, the consumer scene of the crowd is concentrated. Therefore, when obtaining customers in the Douyin platform, the main way is to go on and live through the video content. Anyway, all the gameplay can try on the Douyin platform.

Then there are some differences between the Xiaohong Book Platform and Douyin. The content of the content of the Xiaohong Book Platform actually accounts for a larger proportion. In some specific categories, the scene of Xiaohongshu is much stronger than Douyin. For example, beauty, tourism, home furnishings, etc. The influence of these categories is different from Douyin. On the Xiaohong Book Platform, it is a master matrix mode mainly based on the waist tail, but on the Douyin platform is an absolute head. From this perspective, Douyin is close to media channels. On the Douyin platform, it is meaningless to put on the tail of the platform. The content of the platform only has a larger flow pool after entering a flow pool. However, on the Xiaohong Book Platform, it is very meaningful to put on the waist, because on the Xiaohong Book platform, even a thousand pink or even no powder, the platform will give the traffic allocation, so in Xiaohongshu, so in Xiaohongshu, so on Xiaohongshu, so on Xiaohongshu Platform traffic tends to the middle waist.

The proportion of male users on the platform is the most proportion, so consumers on the Zhihu platform are more rational. Most of the TOC products are not particularly good. However, there are also some categories that are particularly easy to sell, such as the study of anxiety education, and the strange category of emotional recovery. This type of category is very large in advertising for a year. The platform's question and answer scene is related to the scene.

For the B -end products, the first prophet is a very high -quality channel. Because it is known that if you know how to do it, it is equivalent to doing Baidu, so Zhihu can have some of the traffic of Baidu.

At the same time, the content scene of the platform is rigorous and advanced. For B -end customers, they need to compare some products for a long decision -making cycle, so Zhihu's content above is very suitable for such customers.

For the WeChat platform, because most of the business people still use WeChat. Through some of the contents of WeChat, users have a preliminary understanding of B -end products, which is also very important. Generally, the content of business will not be said to be sent to users through Xiaohongshu and Douyin. These contents need a business scenario.

For example, through the WeChat public account article or the content of the WeChat video number, make a product introduction. But when we communicate with our customers, send these content materials directly on WeChat, which is also a very suitable content exchange scenario.

On the platforms that are mainly entertainment such as Xiaohongshu and Douyin, some of the content of To Xiao B will be relatively suitable. For example, China Merchants joined, and many similar investment information joining information is more popular in Douyin and Xiaohongshu. If it is a very pure B -end product, then it is too easy to do on Xiaohongshu and Douyin.

4. Do some of the techniques of content marketing in the algorithm world

The brand has always made content on the platform, and the platform's algorithm mechanism cannot be ignored. If on the Douyin platform, 50 million people ask questions every day, but how to give 50 million to the content they want? This is the problem that the system is being solved.

To understand the artificial intelligence, the copywriting and video content on the platform, and then push it to the person who is interested in. This is the bottom logic of the most basic program operation, which also means that we can operate in the reverse. As long as there is a content, we can make the content of the underlying logic of the machine recommended, so that the intelligent algorithm can be pushed to more people.

In summary, when the brand is doing content marketing, in addition to considering the content of the user readers, it is also necessary to consider how the machine thinks of the content. If the brand's content is not given to the machine, then these contents cannot get the platform's traffic recommendation. This content is just like the traditional leaflet advertisement content. Normally, users will not take the initiative to read the contents of the leaflet advertisement.

Like Xiaohongshu and Douyin platform itself are the content platform. The biggest demand for users to spend on the platform is to want to see interesting content, that is, to come to consumption content.

Provide users with content that they are interested in, which is the core value of the platform. Through the logic of the algorithm, I can create a content to meet the consumer desires of users and the needs of users. To this extent, the brand will bring its own soft advertisements, and this content can play a good dissemination effect.

For example, now promoting a hair care oil, first of all, how can we disassemble the normal girls? How to do care? How to maintain hair? What should I do if my hair split? These issues have normal needs, and then in each of the needs scenarios, we use a large number of strategy articles to promote content marketing to help these girls understand the information she wants to know, so the little red book platform will naturally push these things to push these things Give more girls who are interested in hair care.

Then on the basis of all the content, a certain hair care essential oil is pretty good. Such content marketing dimensions do not rely on the people's system, so it depends on the content itself.

When the brand is doing content marketing on the platform, it may not be fully demanded that dependence on the dependency of the people. change. Regardless of the brand, even if it is home appliances, the choice of home appliances is often considered in daily life.

That brand can produce a complete strategy content according to the actual situation, tell everyone how to choose home appliances, and then clamp some brand's own content. This content marketing can get longer exposure. It may be up to one year. You can have a good traffic recommendation location on the platform. There is no traffic in the early days, what should I do?

There is no traffic in the early days. The fastest way is to help us spread the content through experts. At least 50%of the people on the Xiaohong Book platform. Just to see the effect faster in the early days, don't rely on the content of the explosive model. All the contents of the masters will also have keywords, passing the content to some users through these keywords.

In the second approach, the brand needs to reduce the cost of the content. We can copy the content in batches. This is an industrialization of content marketing. In the same goal scenario, we can produce a lot of production content.

For the audience corresponding to this product in the early stage, the brand can do a lot of research homework, and then split some small granularity, and then constantly assemble this part of the content, which can continue to produce some strategy contents. Get some traffic in the early stage.

Do not forget that content marketing is the same as other marketing methods, and there are always "changes" and "unchanged". The platform rules will change, traffic sources will change, hot topics and popular forms will change ... But the needs of users and the nature of marketing are always unchanged in visible future. Therefore, it is hoped that readers and friends can refer to the thinking and methods shared by the author in order to better develop content marketing based on their actual business.

Columnist

Gawei Oscar, everyone is a product manager columnist. A number of well -known consulting agencies expert consultants, Zhihu and TOB CGO invited guests to share guests and start a business salad instructor. Pay attention to the field of TOB and education, and be good at the growth theory and practice of B -end C -terminals.

This article was originally published in everyone's product manager. Reproduced without permission

The title map is from Unsplash, based on the CC0 protocol

The point of view of this article only represents the author himself, and everyone is the product manager platform that only provides information storage space services.

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