How to do content marketing

The first step: Describe the context

One thing you must do before you get the user's attention . Establishing a contextual context will make it easier for you to remember from the crowd.

The context can be attributed to the main reason you can keep users focused on you. If your public number is of concern to them , the subscription becomes the context you send them any email. If it's what's found on your site, then this person's search for your topic or service information is the context. If you are advertising in newspapers and magazines, then the subject of the publication is the context.

The second step: attract attention

Once you establish a contextual context, you can continue to grasp the user's attention.

You can use the title to draw the user's attention. If it's a designer, they're sure to design the artwork that will grab your attention at first glance and draw your attention. Must ensure that can attract their attention.

The third step: cause desire

The current marketing reality is that even if it can draw the attention of users, their attention does not last too long. Fifteen minutes before it was outdated, and it is now approaching fifteen seconds.

You have to grasp that fifteen seconds, allowing users to crave your product. And can make this kind of long-lasting desire.

This is equivalent to the first quote you wrote when we wrote Wechat. He is the bait for the reader: you want to capture the reader's interest through the introduction, you are going to involve them in their experiences, and the thoughts they did not take into account Allow them to continue reading your WeChat. Then you tell them the details of the story.

Step four: establish a gap

Your success has aroused their attention, but also created the desire. At this time you want to start convincing them to take action. You now need to tell your users what the consequences are if you do not use the product or service right now. We call this link a gap.

You can go through "If nothing changes? What does that mean?" The inquiry led to a gap that could provoke strong emotions; after all, you are talking about the impact of their painful conditions - the outlook can not be changed It's scary. This case can be very good emphasis on the consequences of inaction.

Step five: solution

You can not keep the reader in this state; once you've built the gap, move quickly to your solution. It is important to say that you have a solution, and to do what they need to know to understand it. Any additional details are a matter of chance or disagree with your opinion, so that you know the basics about how to address your work-related needs.

Step Six: Call for action

Our ultimate goal is to allow users to take action, which requires you to do two things:

1, when the user finished reading, you should let them take prompt action. Not to let them hit your cell phone or visit our website or Weibo.

2, clearly tell the user to let them take action. Instead of getting around with them, tell them what you want them to do.

Reputation: An extra step in the whole model

If the reader does not believe what you are saying, even if you do a good job in the above steps, there is no reason for the user to do what you say. Want users to believe you are honest, you must first understand the user's actual situation. If you do not understand their situation, how do you help them to improve the status quo?

Next, tell them why you can believe what you are saying: resort to common sense (what you say should be reasonable), demonstrate that it has been socially proven (how many people have taken the action you want to take?) Professionalism, (your education and practical experience) and, whenever possible, provide a risk reduction assurance.

This is not the sixth step, because it does not require you to do it only once. Instead, at every step, every piece of information goes through it and you work hard to build up your credibility so that users ultimately trust you.

The 6 + 1 model forces you to establish your own reputation in the eyes of users, prompting you to take into account the different reactions that users make when they digest your copy. For those who can not reach the number of conversions they think should be reached, these additional steps will be invaluable.