Content Marketing Strategy: Differentiated + meet user requirements content display

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Front for you to introduce a lot of Web content marketing knowledge, including the use of content to guide users to search the flow, guide users to stay in the station, guide the user to disseminate content of the three major goals for the content marketing, According to the Searchenginewatch translation of the top ten content of creative source article on the user-based, exquisite content (not necessarily original) for the creative, in a humane way to do content marketing, there are specific content marketing cases, such as the Qingming Festival for the case of the thematic production sharing, of course, A lot of it is because they are in the learning practice of some of the collation summary, may not be so detailed and comprehensive, and today on the basis of the in-depth analysis of a discussion.

Simple to understand the meaning of Web content marketing is through the site's internal pictures, text, animation, video, etc. to convey the relevant content of enterprise products and services, so as to give customers a better information to show, promote good communication between users and enterprises. But these are theoretical things that everyone can value and seem to have no advantage over, so how can they stand out in these strong and forward-looking competitors? 1th, must have the difference content, may be the content itself to express the information, may also be the content expression way, However, we must pay attention to the difference, the 2nd is to meet the needs of users of the construction of content. The following specific two points to talk about their views:

1, Differentiated content innovation

Friends who have been reading my article may remember that I have written an article on the diversity of innovation, the article is very shallow, are some very conventional operations, and to defeat in the weight of the advantages of some competitors alone these are not enough. Here are a few ways to do this:

A, in the form of changes in content, for example, according to their own industry, some of the current news, or the national and even the world some news to do some content on the writing, the pursuit of content hot, timeliness, immediacy, for example, we often see Durex with some of the hot topic to release some of the fever turn of the micro-blog, which "the Sea-day Rendezvous ", of course, can also be based on their own understanding of an industry phenomenon or knowledge to do a documented continuous content construction, such as I contact a home appliance repair friend, he has to write maintenance diary habit, record daily maintenance examples. There are so many examples of changes in the form that you can only find one of your own and believe that you will get a very good score on the difference.

B, transform on a differentiated object. Many people may wonder, differentiated objects how to transform, in fact, here is based on SEO considerations, the main transformation object is divided into the station and outside the content of the difference, the station is mainly in and competitors to form the content of the difference, the purpose is to get more included, get more rankings to show opportunities, In the long-term process can also be able to obtain a certain number of users, of course, there's not much difference between the station and the competition. This may not affect our transformation to a greater extent, but it is definitely an advantage for search engines because a site with fresh content is always more advantageous than a site with stale content.

For the site mainly in the internal page differences, many friends may not pay attention to this point, especially the small enterprise station, many are only the first page, column page and content Page Three templates, then content page and column page of the repetition degree is relatively high, for search engine crawl included also has a large impact, If there is a similar appearance on the content display, it is almost likely to be directly judged as a repeating page.

There is a typical site in the industry, is the tiger sniffing net, its article content is about the Internet comment, but the content of the comment is biased to the fine and the depth, moreover wants the content to have the certain analysis to the commercial behavior, this is also the strict requirement after the website can develop rapidly a very important differentiation strategy, To achieve differentiation from content positioning.

2, in line with user demand content display

The content is divided into two kinds, here is not original not original to divide, but content-oriented objects to points, a good aspect of the content is fully in line with user needs, what users want, we give them what, this is easier said than done, a little bit of content is entirely for search engine preparation of content, Of course, is not the kind of pure for the sucks of the messy article, this kind of article also has a certain degree of originality, relevance is also fairly good, but not the user wants some information, here requires two to do a balance, because relative to ordinary users, search engine spider is also a special user.

Online purchase of goods, in addition to the Word-of-mouth because we do the choice, in the first time to buy a product will certainly be based on the evaluation of the goods to make the final purchase decision, then which site do the best? Here is a case to do a simple introduction, here by the way to recommend a website analysis of the book Site analysis of Combat: How to data-driven decision-making, enhance the value of the site.

From Dangdang's recommendation on this book more than 98% of the praise, 376 comments, 369 are recommended, 1 are not recommended, 6 times general, of course, may be because Dangdang for the comment level is not enough to subdivide strict, so here is a praise, of course, a lot of things are not worth recommending.

Although the comments from Jingdong are less than a lot of comments on Dangdang, there are only 93 comments, but there are several better recommendations, the following screenshot as evidence:

Amazon has only 8 reviews, but it is worth noting that every comment is more attentive, but also to buy a friend behind the valuable advice, and Amazon's comments are very characteristic, real from the user experience, given the "by the degree of usefulness" and "by publishing time", This and the other two sites to form the content of the difference, is entirely for the user to design their needs of the comments, the user experience naturally good many.

For content marketing differences and meet the needs of users content to show today, I hope that here through some of the small examples of their own to help you feel.

This article by the Net Name Encyclopedia 2013 newest edition (http://www.2013wangming.com/) publishes, welcome everybody reprint, reprint please indicate the source!

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