Find the right user, how to achieve effective communication?

Absrtact: After finding the right user, how to achieve effective communication? provide useful or interesting content, entice the user, make it to the brand to have goodwill. In the current Internet marketing, brand through the choice of entrance, large data technology to provide user behavior analysis, accurate positioning

After finding the "right" users, how to achieve effective communication? provide useful or interesting content, "lure" the user, make it good for the brand.

In the current Internet marketing, brand through the choice of entrance, large data technology to provide user behavior analysis, accurate positioning to the most accurate target user groups. After finding out, how to communicate with this part of the brand's target audience effectively, so that they understand the brand to convey information, and then to the brand to have a good impression? As users become aware of their self-awareness, they actively filter information to communicate effectively, and the advent of mobile internet makes information more fragmented, so Attracting users is increasingly inseparable from high-quality content matchmaking.

For users, the content good-looking + access convenient, is the best platform. So for the media, to create users think useful, interesting, can experience the content, conveying to the user most easily see the place, to achieve communication with the user.

Content is the driving force of the platform

User behavior is the most valuable thing for internet companies. When the media has enough user resources to be powerful enough in the marketplace, their voice is more persuasive and its users are more commercially valuable. Maintain users, relying on high-quality content and detail services.

Therefore, for the traditional portal with media advantages of Sohu, in the continuous optimization of platform content manufacturing at the same time, at the mobile end is the choice to introduce 16,000 from the media, the convergence of unique original content, which includes cooperative media, celebrities from the media and some organizations from the media, and the original content of the integration, delivery to the app, PC Terminal, WAP and other terminals.

The infusion of fresh content, like flowing blood, gathers strength, enhances the influence of the media, and optimizes the user's experience. Therefore, for Sohu, in order to better meet the needs of users to diversify the point of view, it takes the user experience as the starting point, in all areas to find users interested in the content, and constantly introduce more rich content points, to attract users eyeball, enhance the stickiness between the media.

It is worth mentioning that in the process of social interaction with users, users will also become content providers and stakeholders, which means that a large number of fresh content will be created by the vast numbers of users. For example, during the Spring festival Sohu and high-speed rail advertising operators to achieve O2O strategic cooperation, through the "Spring Festival" launched content marketing, choose 4 major routes, will be the feelings of netizens home into the offline, line under the two-way output content, not only to help users understand the latest "Spring Festival" information, but also to help them better choose the route home.

In addition to strengthening the introduction of content, multimedia platform cooperation, Sohu use of large data technology, through user behavior analysis of their interests, and accordingly planning and building a series of influence activities, around the "fashion", "finance", "public welfare" and other users focus on the key words, Sohu will hold a fashion festival, annual meeting, China, New Perspective Forum and other annual activities.

To do content marketing that is more "comfortable" for users

When the content of a media platform is large enough and the user resources are strong enough, content marketing becomes natural for the brand.

The brand chooses to buy the user traffic on the media, in fact, in order to obtain more rich soft value. These soft values include the consumer's goodwill towards the brand, the brand's Word-of-mouth molding and so on. and want to get these, first attract the user eyeball of course indispensable, that high-quality media user traffic, naturally become the impact of the start.

Then the brand wants to affect the consumer, lets the flow obtain the transformation, obtains these soft value, must carry on the content marketing from the user experience angle, has achieved the media, the user, the brand three fusion.

How to achieve convergence? For example, with the rapid expansion of mobile, mobile end has become the major brands to carry out content marketing. And for users, they are not satisfied with the major news events have been aware of, at any time to read information, but also willing to share, comments and other users to carry out real-time interaction, to send their own voice.

Faced with the needs of users, in the major news events reported, Sohu News client opened up from the media "live room", the product and content to achieve depth, so that users can more easily and quickly understand the search information, to meet their needs to participate in the test. At the same time, "Live room" in addition to the coverage of major events, but also the selection of users more interested in the comprehensive arts program content, such as "The Voice of Chinese Dream", "The Almighty Star Wars", "Small Time 3" premiere ceremony. These provide the brand with the opportunity to communicate with users, that is, to participate in the content of interest to users, with these high-quality content to obtain the quality of the brand demand for high-quality traffic, from the user experience point of view to develop marketing plans, so that the brand and users close communication, so that their support.

Indeed, content marketing is enough to achieve the "four-dial" effect, but do not superstitious, not every communication needs are suitable for content marketing, such as the film content in the brand implantation, the large cost of investment may only be a few shots, in the user's memory stay is not long. Content marketing is not all, it and direct display advertising should complement each other. To solve the user's direct demand for products, not for a gorgeous story and overlooked the main purpose. Content marketing to achieve effective communication with users, it is necessary to provide users with useful content, the initiative to meet the merger of the "lure" users, so that it has a good impression of the brand.