My understanding of content marketing

First, most of the official microblog's understanding of "content" remains in the original stage of micro-blogging, and the dissemination of the content of micro-blog is limited to how to improve the interaction of the content of the microblogging, how to expand the content of micro-blogging and the dissemination of information accuracy; but I think that all the media that can interact with the user, are part of the content, can interact with the user content, even in the original 140 words, interactive activities, microblogging sharing, chain promotion, etc. can become effective media, Even the Enterprise Micro Bo 2.0 Enhanced focus map, video, bulletin board text, links and so on, through the forwarding and comment on the content displayed to fans, all belong to the category of large content.

Through this set of complete content organization, in the dissemination process expands the influence of the brand, promotes the product sale, promotes the flow conversion, and through the Word-of-mouth dissemination and the user's communication, achieves spreads the brand demand the effect.

The audience to obtain content from the source, not only through the official microblog published 140 words, but also from the day-to-day interaction, the official microblogging activities, video transmission, offline salon organization, the spread of electronic magazines, apps, events, such as the dissemination of access. Content output is not only the original, but also through the crowdsourcing mode to carry out the integration of information dissemination, to achieve micro-blog content chain effect.

So, what are the main parts of the specific content?

Original content

Original content is the brand enterprise autonomous controllable, can be created on demand, so the original content of the brilliant or not depends on the enterprise micro-bo own strength.

For example, to the theme of fresh, "slow life" as the brand concept of the original content released at the beginning, most of them deepen the spread of the brand culture, such as the first quotation # for the topic, combined with the fresh pictures and explain the feelings of life words, close to the beginning of the "slow enjoyment of life ·" Brand concept, to create a series of small fresh for the theme of high-quality content.

Through UGC mode

To find out the communication points that the brand needs to communicate with the users ' interests, and then create the guiding topic and inspire the user to create the desire.

For example, Alipay in April 1 the spread of April Fool's content, is the standard UGC output model.

First of all, Alipay according to the April 1 April Fool's Day "spoof" holiday opportunity, combined with Alipay's own payment function, released a # technology home # for the topic, to promote the payment of Alipay fast payment function for the micro-blog gimmick. and coincides with the day can not be commented, so Alipay integrated netizens to forward the spoof information, the summary, will be integrated after the micro-blog released again, reached two times the effect of transmission.

This chain of information integration and dissemination, not only increased the desire to participate in the interaction of fans, reached two times, spread the effect of exposure, but also to enhance the fans of the brand products of goodwill and stickiness, two birds.

Microblogging operation is a continuous process of information optimization and processing, enterprise Weibo on the one hand to the audience to disseminate the content of the audience do not know, on the one hand, need to collect the audience want to know and did not spread to the content, to this integration and dissemination, through interactive forwarding, chain and other output way, to reach than the traditional sense of the spread of a wider The effect of higher content acceptance.

Forwarding Interactive content

Through the forwarding and the brand itself has the relevance of micro-blog, to achieve good marketing results.

For example, at the beginning of the time to forward the user to share the initial experience, and forwarding to add some of the same @ the initial brand culture content, to deepen the spread of the content of the effect.

In fact, there are many areas covered by the big content, for example, some regular offline salon, online magazine integration, such as the spread of the content through the Network Sharing button, as well as through the production of app content, etc., as long as they can convey information to the user, interactive, to achieve the brand's marketing purposes, can be counted as large content category.

And for day-to-day operations, pay particular attention to the following points:

in the forwarding interaction, it is necessary to process the content, in order to achieve more accurate transmission effect. In the day-to-day operation, can be a lot of integrated user active feedback interactive content, carry out two times, many times the spread, can deepen the user to brand impression effect. In the context of the operation of the content, it is necessary to add the elements that can stimulate the participation of the powder users, can increase the fans ' goodwill to the brand, but also enhance the stickiness of the official Weibo fans.

Source: Social Media Watch