Micro Marketing: Good content is really good

The High box office of the 2013 "Small Time" was a shock to our younger friends, bad comments and box office Qi, the rotten egg into a golden egg, the miracle of the attack to create the myth, I can not believe that this series of rhetoric is to spit out the commercial victory of the "King."

Are you beginning to doubt yourself that I have been chasing the "content of the King" in those years, outdated?

Is the content really unimportant? "Small Time" this movie perhaps some whenever not like, but has propped up the box office, in addition to the crazy also has the content function, the movie from the propaganda beginning to the release has the formidable content cooperation, the controversy, the chase, again to the madness.

In the infinite amplification of the dissemination of resources today, we can not expect a platform to detonate the popular, this is not only the era of newspapers, television, broadcasting, want to stand in the commanding heights of commercial communication, it is necessary to establish a platform for marketing strategies, and for the release of the content of the sales, to manage the enterprise external publicity like to pay attention to.

The first task of content marketing is to understand the customer and develop content strategies that cater to the needs of consumers. Simply put, as long as the conditions allow, to meet the needs of consumers as a guideline for publishing content. Although the communication platform is yours, but still have to put down "My site I am the boss" of pride, more "sincere seek exchanges" attitude. It's easy to say, but you want to do it all the time, you have to plan and set the rules.

At present in the dissemination of the same type or the same target audience of enterprises, the dissemination of content is always over and over, no new ideas, marketers have racked their brains, brooding: How to make New tricks in content marketing, how to achieve the strategic expectations of content marketing?

Perhaps from the following points to solve this problem:

1. Content--An important strategy of customer relationship

Many times in doing marketing, always by some KPI, the number of tweets, comments, stage fan growth, active fan number and so on, when we blindly emphasize the popularity of the time, you often ignore the content of the editorial quality and the relevance of brand strategy. I saw you seize various opportunities to attract consumers, a variety of popular jokes first turn to say, a variety of award-winning forwarding activities on the other hand, the result is the social media platform into a messy content platter.

In the formulation of the traditional advertising strategy, almost every company is careful to consider the business focus, analysis of consumer demand, testing the feasibility of the project, a copy of the ad should be considered all night, no one willing to drop a large amount of silver, but no word.

However, in the digital marketing, do not consider the release of content, like an indefinite scheme to throw money advertising. You're not going to do this?

Why do content marketing? What kind of content marketing? Don't rush to hair jokes, do chicken soup, calm thinking about, output what content to the user? What do they like? What's the difference between you and your opponent? Your thinking will be a good idea for making a strategy.

It looks like we're talking about "content," but it's essentially creating a customer-friendly "relationship" system. In fact, we have many ways to build relationships with customers, push content, do activities, topic, fry events and so on, these means you may know, but we need to have the feeling of product managers to do marketing, to have a "test-learning" mentality, a content delivery, in touch with the user response, we have to quickly capture, receive and modify , adjust the communication plan, adapt to the market, in our continuous excavation and accumulation, the content marketing system is getting better, so one of the strategic points of content marketing, is committed to continuous testing, continuous learning, refining the most effective way, so that your marketing team has the attention and strain.

2, data-the best support for the content

In the user's relationship to produce content, we need to find users, find their preferences, analysis, so as to establish marketing strategy, then the output of content more targeted, more long-term significance.

Remember in for a customer's mother and child products for the summer marketing strategy, we based on micro-broad data, looking for 5,000 key target divers, their behavior for in-depth analysis.

Through the series of data cleaning, analysis, will come up with a set of products suitable for the strategy, based on this strategy, content on the targeted.

Content marketing is definitely not to make jokes, content is only the first step with users, from the analysis of consumer behavior to the content of the feedback after the push, from some clues to get the key point of correction adjustment scheme. Learn to collect, organize, use data, easy to determine the positioning of the enterprise, product how to do, communication platform to choose, for example, a company may have been committed to search engine optimization research, has a wealth of data and successful experience. To develop excellent content, we can consult the SEM team to see what topics and keywords are the most recent ones that reflect market hotspots and may be of interest to the user. It then studies the content topics of these keywords, creating systematized content based on these topics and pushing them within each platform. Ling Fox in the service of customers "virus marketing through Train" is such a way to collect hot topics, and to carry out the relevant ideas, in the corresponding platform to push, by following the user preferences for corporate promotional activities, brands, etc., this is the content of the main marketing behavior.

3, the content of different

Too much soul chicken soup You also nausea, too much copy paste you are tired of, how can we make the content of different? Does your brand express its ideas on social platforms? These ideas are the bridge between the brand and the audience, let your target audience accept your product, in addition to function and price, what else? For example, Coca-Cola, in addition to the taste of carbonated beverages, affect consumers and its character, this character in marketing becomes the content of the view, it is optimistic, positive, that is just the audience with their own. Obviously when our enterprises in the social media voice, can not be spontaneous, to combine the brand positioning to expand content marketing.

By doing this, you will find yourself thinking about the metaphysical questions every day: Who am I? What do I stand for? How do I communicate with the outside world? What tone of voice do I speak? What are the characteristics of my personality when I face the challenge? Think of these questions clearly, gradually fixed the style of the enterprise, the idea is naturally formed.

4. Reliability is the basis of content

Content can be funny, but can not exaggerate the facts or rumors, recently in the crackdown on online rumors we will see a lot of warning, enterprises in the dissemination of must pay attention to the content of the investigation, accurate and reliable. Through the official content of the enterprise to be consistent with all other publicity materials, micro-blog, micro-letter official account in the release, forwarding content to the information to be screened. Some time ago a lot of crazy on the internet to forward some rescue information, many well-known Big V, the Enterprise Blue v also participates in, has one information to change the litigant to the Beijing X Middle School, the Yangzhou X Middle School and so on more than 10 versions, and the telephone number is the same, when I met had almost unconsciously to point the tweet to forward the key, But I think I've just seen the same version, Baidu to know, this is a fraud information, the other side of the mobile phone is able to absorb fees, is not encountered such information, if blindly will let fans cause loss, their reputation will be damaged, enterprises in the choice of content, prudent for good!

When we read too many cold jokes, listened to too many gossip news, tasted too much "chicken soup", what do you remember? Social media seems to be reducing the cost, and it actually raises a bigger challenge: how do you let yourself be remembered when everyone is making a sound? The pursuit of fast is difficult to endure, slow, calm down, locate yourself, understand others, invincible. Today, micro-bo, micro-letter popular era, to let people remember, I think the content of micro-marketing delivery needs to have a burst point, slot point, pain point. One of the three points is enough to cause users to pay attention to, with two points, there is a chance to trigger a boom; if it's three points, it's perfect.

First of all, how to create the point of the content of the explosion?

To be interesting, in micro-blog generally with jokes, social events, public goods and other content are concerned about, but the most interesting jokes can trigger users to share the initiative, such as micro-blog @ Gifted small panda, @ Leave a few hands, these hands are interesting as a point, activating the user's share genes. There are also in the manufacture of blasting point, practicality is indispensable, to have material, dry goods.

In addition, how to find the slot point?

Slot point is the key point of the slot, so that users excited, and is willing to comment on the key points to share. Groove Point and burst point is a close combination, Groove point more emphasis on the user's emotional control, understand user preferences, need to contact with users, testing, and contact. In a marketing context, we preset multiple burst points, such as those on hot spots, or about the user story, however, for a specific group of people, slot point is different, like some people are excited about the price, told her half a day of product function how to innovate, may be indifferent, throw a very tempting price will be directly captured, as The spread of the "small time", the explosion is the intensification of a variety of contradictions, as well as Hyun-fu, but in the face of this crowd is a small four-point slot. Sometimes, we may not distinguish between the burst point and the slot is so clear, here is easy to separate in the actual stage of the crowd classification, event classification.

Finally, how to grasp the pain point accurately?

Pain point is touched, moved, impress the user, or customers, let it action for the key point, how to poke pain point? The front of the burst point, Groove point is more to promote sharing, and the pain point grasp accurate after more rapid formation of consumer behavior, such as a female entrepreneur asked insurance salesman: "Do not buy insurance will die?" "The salesman replied:" People do not buy insurance will not die, but if the death will die miserably. Of course it's not you who die badly, but those who depend on you will be miserable. Because you don't need anything after you die, but the people who are alive, they are all tough and need everything. Insurance is the only way to get the most out of them, with nothing to replace them. "This, successfully persuaded the other party to buy insurance. The pain point is buried here, what is the pain point that touches the female entrepreneur? is the living person will be very miserable, is her to the family member's Providence and the concern. In the micro-era, the grasp of pain points will make the marketing content more impact, conversion rate will be greatly improved, this is the importance of the content of the psychological.

We are from "relationship", "Data", "difference", "reliable" four aspects of the importance of content marketing and implementation methods, and combed the "burst point", "slot point", "pain point" these three icing on the cake to create a memory of the important points, the practice of good content needs to be constantly rectified groping, anxious not. Good content marketing success has contingency also has the inevitable factor, the inevitable factor is that they are ready enough, under the full effort. Good content, implied product quality, customer loyalty, brand reputation, in short, the content is really good!

(author Wei Jiadong  afocus, deputy general manager of digital marketing of Ling Fox Technology) Weibo: @ Wei Jiadong   Micro-credit account: weijiadong2013)