Reading content marketing is not profound

When it comes to content marketing, a lot of people don't necessarily understand what it means, but they generally think it's awesome, because the legends of content marketing usually have the label of "The King of Marketing".

is not the marketing of the King I do not know, I also just think it is very fierce appearance, is the underlying tone of marketing. Today from another perspective to understand the meaning of content marketing, I hope to let you have a new understanding of content marketing.

First, let's take a look at the most official definition of content marketing, excerpted from Contentmarketinginstitute.com, the American content marketing research structure, and the authority in the area of content marketing: Contents marketing is the marketing and Business process for creating and distributing valuable and compelling content to Attract,acquire,and engage a clearly def Ined and understood Target audience-with the objective of driving profitable customer action.

The reason for the definition of English is that the content marketing in the English sector started much earlier. The above passage translated into Chinese is probably:

Content marketing is to attract, acquire and assemble the target crowd with high matching degree by making and releasing valuable and attractive content, and finally making these people transform and bring benefits.

Although the translation is very poor, but finally translated the basic meaning. A seemingly simple definition, in fact, has a deep connotation. We don't have to memorize it, we need to read it deeply, get inspired and act on it.

The first layer of interpretation: to Channel

The above definition does not mention the problem of channels, because there is no channel limit, in fact, this is the power of content marketing.

This channel, there are two levels of meaning. First, line online, online and offline can express the same content, but the load media is not the same, at least the most original text and pictures are online under the general line, the second is the line or offline channels are also open to each other. For example, an interview audio can be converted into an article, an information map, but it is the same content.

The initial content marketing started off offline, and I mean conscious content marketing. A lot of enterprises in this concept has not come out before it has been done, the most representative of the world's well-known agricultural tools business John Deere. In the absence of the Internet, it began to issue a magazine called Furrow, distributed to the vast number of peasant friends (American farmers are not low knowledge level) and the hands of agricultural enterprises. So far, the magazine continues to be published.

By reading this magazine, farmers and agribusiness have gained a lot of useful information and knowledge, as well as being old friends with John Deere. John Deere want to do their business, they don't have to pay platter.

Today, the popularity of the Internet for content marketing has greatly widened the channel, not only the variety of channels, and the spread of the breadth is no limit. An information map that can be easily transferred from the old Eastern hemisphere to the hemispheric, and after a few years, it may also be dug out intact. When time and space constraints are broken, the spring of content marketing is coming.

Content marketing focuses on content itself, and aims at marketing. Therefore, the channel and carrier are just coats, content value is the essence. Just like a person, no matter what clothes he wears, the content is basically unchanged.

N years later, search engines, microblogs, micro-letters, emails, text messages, television, newspapers and magazines ... These channels and carriers do not know what will become. However, we always have a demand for content, not because of a change of tableware will not eat. So don't worry about content marketing being obsolete.

Second reading: Content equals currency

Money is commonly used as the medium for exchanging (buying) things. The process of content marketing is actually the process of buying things with content. It's just that the stuff here isn't about eating and drinking, it's not about houses and cars, it's about traffic, exposure, trading, brand image, and so on.

The following is an analogy to explain this "content currency theory" in detail:

There is a small village in the middle of the continent, very poor, poor to a penny, so they buy things not money, but directly barter. There is a family of peanuts, they take peanuts to the trading market to change food, clothing and other necessities to maintain life. After a few years, the child grew up, can help, peanut production increased, so can change to more other life needs of things, improved living standards. Later, we all know that this family is specialized in peanuts, as long as someone to ask about buying peanuts, others will recommend this family.

In this story, peanuts are content, trading fairs are the Internet, the process of exchanging other things in the market is marketing. As always to provide you with peanuts, the passage of time people are accustomed to, as long as others ask will recommend him, this is the brand.

In content marketing, content actually acts as a currency, and by using these currencies you can trade back a lot of things, such as exposure, commodity trading, trust, and brand impressions.

Exchange to meet the needs of others, on the other hand also meet their different needs (to maintain life, improve life). Therefore, the starting point of content marketing is demand. Before you act, you have to be very clear about what you want and what your target audience wants.

The third layer of understanding: what kind of money can be recognized?

Since the content is money, what kind of currency can be recognized? Generally speaking, money is issued by specific institutions, such as the renminbi is issued by the People's Bank of China, they can not privately make money.

But for content marketing, you can print money privately, and you have to create your own currency. These currencies have only one manufacturing standard: that is to get the approval of your target users. In other words, your content is highly targeted, not generic, and they have to be very clearly anchored to your target audience.

Therefore, before issuing currency, you must determine the characteristics of your target population, study what they need, and create content on this basis, so that there is no embarrassment of money not being spent.

Where are our chances?

If you often use Baidu, and found in Baidu a lot of things can not find out, then, your opportunity to come. Not Baidu's technology is bad, but the internet on the content of famine.

On the one hand is the persistent data explosion, on the other hand is the lack of high-quality content. Some time ago Baidu published the "Baidu Web Quality white paper" also mentioned that the proportion of High-quality Web pages in the reduction, the proportion of low quality web page is on the rise. So, if you find your niche market, it is easier to establish authority to do the content well.

Because of the weak limits of channels and carriers, the same content can be made in many forms, circulating in different channels, just as money can be used in different fields within a certain range. So, if your marketing strategy is based on content, rather than on a channel, you can have a bigger impact.