Good content marketing of the four songs

The first step in content marketing is to identify topics based on factors such as your industry, your company's characteristics, your marketing audience, and more. Content marketing may not plagiarize the theme and the will is not firm, if the company decided to embark on content marketing this road, do not think about it will be solved soon, you have to find a subject, at their own pace, insisted for some time, and consumers Establish long-term trust between the high interaction.

The brand is very forward looking and has two purposes for content marketing: 1. They want content marketing to transform their internal industry experts into external, industry-recognized experts; 2. Hope that through these external Recognition of the influence of experts to help companies bring industry visibility and eventually expand sales.

According to our experience, to help companies do content marketing to take a good four steps:

1. Planning and planning (Strategy and Planning)

Content Creation

3. Content Distribution (Content Distribution)

4. Optimization (Optimization)

This sounds easy, but it can be challenging.

The article begins with planning and planning this step, and after a six-month discussion with the B2B brand, we set out a strategy for global content marketing. After the strategy is formulated, the next step is content production. Let's talk about how we overcome some common difficulties today. Do this step:

How to mobilize internal staff production content?

In the content production step, the biggest question the brand encounters is: Should we internally produce content or ask outside experts to help? Many brands have opted to choose an in-house expert system such as IBM, which has always placed a great emphasis on building internal staff expertise Knowledge, but also good at mobilizing internal staff to produce work-related content; such as Ford, their automotive design, environmental protection and other professional content is produced by internal experts. One of the great benefits of in-house staffing content is that they know a great deal about corporate culture, products, services, and audiences, often producing content best suited to their business and making it easier for them to communicate effectively with consumers. However, creating content with in-house experts and employees also poses a major challenge,

Many business experts and employees are very proficient in their own business, but not necessarily able to put some of my heart written in simple language. Even if you can express it, you can not create your own video and other forms of content.

2. Even if you can write out and be good at making other forms of content such as video, to do this content also takes a long time, each employee has their own work, which time?

3. Many industry experts for blog, Linkedin, and industry forums, Facebook, Twitter and other tools a little natural conflict, do not know how to rationalize the application.

After a long period of research and run-in, we have done a specific content with the brand into the implementation of the program, and now look pretty fruitful:

1. Find the most suitable person in each section, communicate with the direct leader of the candidate, change the content of his work slightly, and give him time and space to create content for the business.

It was not easy for us to find this person, and we had Happy Hour with different departments for a long time to fully understand the interests and hobbies of colleagues in various departments and familiarity with the platform tools. After these people were found, the leaders of the company joined us and these "content Pioneers "made a lot of communication, listened to their opinions, gave them a lot of encouragement and slightly modify their work content, give them more time to do content creation. The leaders of the company also specially designed the encouragement mechanism so that these people become the "stars" inside the company. Do not underestimate these "tricks". They encourage the enthusiasm. More importantly, let the upper leaders and other colleagues bring the content marketing The leaders will actively find ways to improve employees' work responsibilities more and more, employees will also be more active in their participation and become content producers of the company.

2. Design a reasonable and effective content production training courses.

People who have not written a blog, have done online community management, or managed social media platforms may not understand that all of these operations require skill and experience, and the actual operation is harder than it sounds. After we selected the first Content Presenters with the brand, we did one more thing to help companies design different training models. Such as 20 minutes of blog writing training; such as 15 minutes shooting and editing pictures with the iPhone course; such as the establishment of a case lunch study group; basic skills training is almost, we have designed a series of more advanced courses for "Content forerunner" to master more advanced skills, such as video editing, design software applications and so on. The company also specifically invited editors from the community news website where the headquarters is located to do guest edits to help "forerunner" answer questions. Many of the training courses are completed in the community restaurants and bars and are easy and fun. External acceptance of corporate content will also be monitored from time to time, and released to everyone.

3. Establish official reward mechanism.

After a period of time, everyone saw the changes brought by "content forerunner" to the company. In time, we communicated with the company and launched the reward mechanism within the company. Because if these "pioneers of content" and their direct leadership efforts are not publicly acknowledged, their motivation will be greatly reduced. The timely introduction of effective mechanisms is a crucial step in ensuring that the Company can carry out content marketing from the inside out. Writing job blogs, monitoring industry forums, and social media teams are part of the formal work; 10% of the 10% of the department's departmental job responsibilities are job-related content, which means that an internal expert has about a week Four to five hours are on content production. For internal encouragement, we also help companies set a scorecard for internal content producers, produce those content, get those interactions, content performance data, and so on, which helps create an internal competition mechanism. Enterprises will be based on the score sheet to encourage employees and reward different situations.

4. Hire a professional "brand journalist" to lead the team (Brand Journalist)

Slowly after the company's internal staff and experts have become accustomed to and good at producing content, to the content marketing to a new peak you need to ask a professional. This professional is the real journalist or editor who works in the media. At this time, the internal contents of the company need to be edited. There is a more professional operation method, professionals are required to ensure the quality, and it is very important to hire a professional reporter editor. . Many large international companies have set up this position, such as GE, Ford, Coca-Cola and so on.