Content Marketing Definition and Impact

Corporate content officers need to be well aware of industry trends, corporate history and culture, product features, service concepts and customer habits. They can expressly and intensively integrate resources inside and outside the company from a strategic point of view, Effective modes and ways of communication between different stakeholders. He can not write with the brand, PR copy these together.

What is content marketing? There are a variety of explanations, but there are basically two core areas: it is non-interruption marketing, telling stories of ways in which the target group is receptive and has to accept it , There is no unexpected feeling, people do not want to "shut down"; it is to create value-added (value added) marketing, the target group is not only willing to take the initiative to accept but willing to join the creative team to become the protagonist, accept and participate can make the target consumer Affordability and value (more psychological, such as what Nike has been doing about running)

Content Marketing Step 1: Identify the company culture, identify the subject, and adhere to the principle.

Waffle restaurant talk show and signboard

In the United States, Pittsburgh has a waffle restaurant, called The Waffles Shop, a small shop full of people. Every weekend they close during the day, instead selling waffles starting at 11 p.m. until 3 am. During this time, they will be in the middle of the store a "talk show" stage, shop staff and customers are talk show performers. These shows are not just about something fun to have fun for everyone finished, the restaurant has a strict content calendar (Editorial Calendar), such as "Open Talk", the restaurant welcomes anyone to come to stage, casually perform or talk something. For example, "CookSpeak", Pittsburgh native Chef Tom Totin commented in a humorous and unpredictable way about the hot-city restaurants in the city. Another example was "Waffle Wopp," where young Pittsburgh natives were invited to the restaurant for creative shows including live Music shows, interesting interviews and much more. Now Waffle Wopp Pittsburgh one of the most popular shows.

The Waffles Shop There is also a large electronic display board on the top of the waffleshop billboard, which is only for individuals, the contents must be interesting ideas, funny or touching story, anyway, can not be commercial content.

All of these offline activities are fully featured on The Waffles Shop's blog. Blog content basically revolves around these performers and their performances and writing, seldom "buy and sell." At first glance at websites and blogs, you think you are browsing an art e-magazine.

Visitors to The Waffles Shop, the most popular restaurant review site in the United States, found that 10 out of 10 have a great impression on the live performance of the store, that the waffle is good, the performance is more exciting.

"I would not go here for the food alone, but it is a neat little venue with a live talk show, which is something you do not see every day. You are encouraged to participate in the show if you want to, but you are not pressured so just watch or ignore it if you want. "--Rebecca M. Comments

Many readers may have never been to this waffle restaurant like me, but from the description above and browsing their blog, you will have a basic understanding of the restaurant's cultural philosophy: looking for a combination of art and commerce, the restaurant's founders are convinced Diners constitute the soul of the restaurant is to give yourself a stage soul, you will get unlimited ideas and surprises.

[Take Away] before doing content marketing, some brainstorming in-house practice:

What is corporate culture?

How is corporate culture embodied in services and products?

Does the company's marketing approach fit with culture?

Whether the company's brand design and cultural fit?

Corporate culture needs what kind of content to reflect the form?

Strongly can not do anything (such as the above mentioned restaurant is absolutely not open to electronic screen advertising businesses)

Borrow thinking, you can transform their familiar areas, expand the imagination. For example, if your company is a home-themed restaurant, what is the theme for it? What are the recipes for this theme? What kind of decoration is the theme for this?