Content marketing, not to be belittled

Editor-in-Chief: Guangming (http://weibo.com/guangming)

Content marketing do not good, that TMD planner a person's yy. –@ Star Small White

Always wanted to write a "content marketing" related articles, see Small white in micro-blog Marvel, decided to start pen. or according to past practice, start with the basic concept of the topic (content Marketing) discussed today.

The concept of content marketing

Content marketing is: Pictures, text, animation and other media to convey relevant content of enterprises or products to attract users to pay attention to the user with confidence, so as to promote sales of a marketing approach. Content marketing is derived from the sharing, assistance, customer answers to the perspective of the transmission of information to consumers, traditional marketing methods are more through the interruption of user thinking, visual, auditory to hard transmission of product information.

Content marketing is different from advertising, neither depends on gorgeous visual impact, two do not rely on "unrestrained" creativity to win applause, but completely by virtue of content (advocating original content, refuse to copy), from providing excellent, valuable information to drive consumer purchase, cognitive behavior, it can better retain customers, improve brand loyalty.

Think of some time before participating in the Austrian-American brand marketing training, the teacher told a case: IBM. IBM is the textbook for content marketing. The trick is simply to establish contacts with potential users in the form of an EDM through white papers.

I want to know more? I want to know how IBM's solution can help its own business? I want to pick up the phone and call IBM now ... This is the idea that IBM's potential customers will often sprout after contacting IBM.

Obviously, IBM's content marketing wins the white paper design, its content organization is just right, the user's appetite is gradually being hanged, the ideal result is not unexpected.

Content marketing in the field of application based on nearly all, I focus on the field today focus on analysis, said the site operation and content marketing how to effectively combine.

Ii. How to use content marketing to win the website operation

In fact, it is very simple: in the site structure, in addition to the basic company products, corporate promotional content, and then create an industry knowledge class channel. There are two positive effects:

One: to patronize the site users in the selection, purchase of goods at the same time, can also harvest some "product application (use) of the road", conducive to enhance the site's friendliness and trust. Second: The original content is the search engine's favorite, as long as the content is original enough, enough value, will be in search engines to get a lot of show, especially when users search long tail words.

See here you may be confused, in order to facilitate the understanding and memory of your friends, the following is the form of a case to specify the method of operation.

The first case, said the current hottest industry: E-commerce.

if it is a food electronic business site, you can create a "food encyclopedia" column, the main content: what food for people to eat, what food is suitable when to eat, what food how to eat and so on. If it is a clothing class electric dealer website, can create a "dress collocation skill" column.

In the second case, talk about a relatively new area of the IT industry: remote computer services.

You can think first, who is the potential user? Of course, people who have problems with computers. When encountering a problem, these people's solution is generally 2 kinds, either search on the Internet (preferred), or turn to friends.

Knowing the user's behavior, we can effectively intercept. The specific plan is: Create a "computer encyclopedia" channel in the website, the continuous, regular release some computer use skill, computer problem solves and so on content, the result certainly can intercept a large number of potential users from the search engine.

The third case, talk about the traditional business-to-business Web site.

Users in this industry have a notable feature: they like to see cases. Before you choose to work with your company, you will know more about the customers you have served (including: Customer categories, project size, user feedback, etc.).

The enemy, win. Understand the user needs, the next thing is good to do. You only need to introduce a lot of success stories on the site.

Finally, the content of the organization and release should pay attention to the frequency of release, to adopt a step-by-step approach, the regular release of content.

Content marketing is not a new thing, but with the change of communication environment, its effect will be more and more effective. Need attention!

Source: http://blog.sina.com.cn/s/blog_6290edba0100ylkc.html