"Content marketing + Search" is the best choice in the era of interactive marketing

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"Content marketing is being watched by more and more advertisers and marketers, but it's always confusing how they can do their best." What should we do in the face of this situation? On September 2, Jeff Prut, chairman of the International Search engine marketing Expert Group, opened the Jeffreypruitt on the occasion of the "201,100-year World Congress", unveiled at the grand unveiling of the internet industry.

Jeff Prut (Jeffreypruitt) guest speech in Baidu World

Jeff Prut, the fourth time to attend the Baidu World Congress, blushes his interest in the fast-growing Chinese Internet industry and the role of Baidu, the world's largest Chinese search engine, in the process. "In today's North American market, content marketing is closely linked to search, and search has become a gateway to the entire content marketing process, and profoundly changes the entire Network marketing area of the game rules." It's no exaggeration to say that search is crucial to the success of content marketing, and this is the core topic I want to share with you. "said Jeff Prut.

According to Jeff Prut, content marketing is a marketing tool that aims to attract, acquire and actively lead clear target customers to create and publish highly relevant and valuable content. In Jeff Prut's view, an important reason for the popularity of content marketing is that consumers expect to play a more active role in the brand rather than simply and passively receiving information. "This is an opportunity for advertisers and customers to brand marketing, and the brand should strive to be the leader in this process, otherwise consumers will be likely to look for other brands." Prut stressed.

Experience from North America has proved this. A recent study found that more and more consumers in the United States are shifting their attention away from traditional television, radio and other media to the Internet. But at the moment, although consumers spend 25.2% of their time surfing the internet, the focus on advertising is less than 1/5 of the time. That is to say, the time people spend on the internet and the time spent in advertising is showing a very mismatched state.

Not only that, the study also found that the content created by real advertising and marketing to consumers are in a very close position when it comes to the whole marketing process of knowing, interested, and considering buying and making decisions. It also means that the traditional, one-time-messaging marketing model has become obsolete, and it is necessary to continuously deliver new product advice to consumers in order to gain sustained consumer attention.

"Popular, in the current marketing process, simply rely on advertising this one ball has not enough to impress consumers, advertisers need to develop more effective content marketing strategy, thus forming a number of ball and consumer interaction and rebound of the new model, which is content marketing." "said Jeff Prut.

Jeff Prut revealed that content marketing has become one of the most valued marketing models in North America, and has even accounted for more than 51% of the company's overall promotional budget. "The fundamental reason is that content marketing can really bring a huge value return to the enterprise." "Jeff Prut thinks. In the United States has more than 70 years to do box product brand Oldspice as an example, the company's past marketing model is mainly around the classic and nostalgic theme issues such as "My grandfather used this product" advertising to emphasize the brand's long.

But in this era of content marketing with the Internet as a platform, Oldspice began to make changes. Today's Oldspice not only publish video ads, but they also place ads on video platforms like YouTube to enhance interaction with consumers. At the same time, the brand will be in the interactive social Network marketing as an indispensable link. Not only did they win consumers more attention, traffic, and stay time, they also gained more than 27% orders per year with content marketing.

Content marketing to the performance of a significant driving effect of many enterprises. Jeff Prut predicts that content marketing has become an important trend, and that it will even occupy more than 51% per cent of the company's budget. However, it is not easy to integrate the process of brand promotion, interest cultivation, and marketing lock-in to the final form of purchase, which requires an effective channel that can effectively cover and lock consumers, and link multiple interactive links in the process of content marketing.

"Search is exactly the best choice." "By searching, consumers can not only acquire the source of the brand, learn more about the background of the brand, but also take action to share content with other people and stimulate buying interest," says Jeff Prut. And the investigation has proved that search can make word-of-mouth marketing credibility increased by 25%, so that the traditional marketing to increase the likelihood of 17%.

That's why Jeff Prut has been devoting a lot of research and attention to Baidu's search marketing. "Only in the content marketing and Baidu has a huge user base, and is trusted by netizens and widely used search platform for perfect integration, in order to maximize the effectiveness of content marketing." In the content marketing process, search will play a role in the process of determining the purchase of potential consumers. ”

And Baidu's current direction coincides with Jeff Prut's decision not only to help advertisers find a target consumer group, can also be a variety of enterprise content marketing channels to propose optimization, engaged in also through the Open app open platform to enable consumers to more easily find corporate brand and direct in-depth interaction, thereby greatly reducing the consumer and enterprise intermediate process under the premise of promoting Buy。 "You will find that search links each link, it makes content marketing no longer dispersed, but the formation of an organic system." "said Jeff Prut.

Even if many companies are aware of the importance of combining content marketing with search, Jeff Prut warns advertisers to rashness. "Even if you are familiar with the whole process of content marketing and are progressing well, don't be complacent." The market is forever changing, pride and complacency will kill everything. "In the subtext of Jeff Prut, search is no doubt the best barometer of the market's vagaries."