3 Misunderstandings about content marketing

Summary: The concept of content marketing is now very hot, because all kinds of elements on the network belong to the category of content, so online marketing can be regarded as content marketing. There is a big problem with content marketing: This kind of marketing puts great effort into

The concept of content marketing is now very hot, since the various elements on the network are part of the content, so online marketing can be regarded as content marketing. There is a big problem with content marketing: This marketing effort is based on "assumptions", and many hypotheses prove to be untenable.

Tony Haile, CEO of Chartbeat, a network analytics company, recently listed some of these misconceptions, pointing out that these misconceptions may hinder the development of the network's advertising company. Online marketing This piece, each company has more or less contact, from the company specializing in this piece of media companies, to use the network advertising company marketing department. Here are some common questions about online marketing that Haile put forward:

Maybe there's nothing you can write about.

Haile said more than half (55%) of the visitors who opened the media company page did not even spend more than 15 seconds on the page. For text-type pages, visitors will not stay longer than 15 seconds. So do you still think that the article you wrote is really someone watching? Well, it's not that no one is looking, but there are too few people looking seriously. Even if you're good at getting the headline, most people just click in and go.

be shared ≠ be read

This conclusion may surprise many people. Because the general people will feel that the sharing of people, look at the natural rise of the people, after all, the amount of access depends on social media participation (such as sharing behavior) pushed up. But Chartbeat's findings suggest that there is no correlation between the number of shares and the number of times the article is actually read.

Previous posts discussed how "viral transmission" was achieved. The so-called virus transmission, need is from one to many as far as possible divergence, and "careful reading" is not a necessary part of the spread of diffusion. This may be a fact that some people find difficult to accept: people will share without reading the content. Of course, I did not find specific data support, but the individual guess, people share because the topic caused the emotional resonance, the link to the specific content is not as important as imagined.

"Boiled frog in warm water"?

Immersion Advertising (native advertising) is good, the content to be advertised Leelawadee into a carefully designed scene, so that the reader unconsciously accept the setting of the advertisement. But in practice, this kind of lukewarm advertising method is difficult to receive the desired effect. Few people (less than One-fourth) can read the story when they open this type of AD. Compared with the average reading completion (71%) of straightforward advertising content, it is obvious that the former is greatly compromised. Immersion in advertising is often a waste of time, from the content, the prosaic failure of the example is not uncommon. In short, the gradual form of advertising can not adapt to the current generally more and more impatient readers.

In addition, there are a few related rumors: banner ads do not work? It's just as groundless as rumors that a certain star on the internet has been too angry. Is it useless to make a hit ad? Perhaps, but for the publicity of product popularity the effect is really visible, if creative enough to allow users to stay on the advertising page long enough time, the purpose of the ads reached-in fact, the time is not too long, if there are 20 seconds, users have a 20~30% proportion of the brand left an impression.

What is the solution to the above problems?

Problems do exist, but the good news is that enterprises can take certain measures to effectively improve the effect of content marketing.

· Provide specific and meaningful content:

Advertisers need to attract people to participate, rather than simply grabbing the eye, the latter is only one of the prerequisites to enhance participation. So whatever the way you use it, first look for the audience. Perhaps you need to give up something that looks perfectly unrealistic, such as an overly neat, lively, joyful scene, but a real sense of what it is. Advertisements need to be understood and accepted by the viewer, rather than lying to them to buy a temporary thing.

· Determine the correct metrics to measure success:

The trendy concept is not going to help you get the market, but on the one hand, you should be wary of these new concepts of foreign or domestic sales, and find the right indicators to evaluate the performance of the market. For example, social media needs to be fully communicated with customers. But just collect the data that displays the indicator, do not really reflect the user's "participation degree". For example, the time that a visitor stays on a page clearly does not reflect the level of integration they are involved in. The content that the customer really wants, rely on pure number is difficult to embody. It's like someone else is coming to your page to step on you. How visitors are converted into buyers, this complex process can never be expressed in simple numbers.

· "Good steel used in the blade", choose the reason + choose the right way:

Different content is suitable for different ways of expression. For example, companies like to convey the words contain feelings, rather than a picture instead; too complex information charts can be a turnoff; banner ads may not be appropriate for individual use, but they play a powerful role in branding.

Summary: Put aside the various errors mentioned at the beginning of the article to understand the real situation of users using the network. The more you know about the customer, the more you know how to react to the market, what customers really need, and how to communicate better.