The content strategy of microblog marketing

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"Marketing, content for the king. "When it comes to content strategy, you have to talk about content marketing. Content marketing refers to the text, pictures, animation and other media to convey the relevant content of the enterprise to the customer. It can be said that as long as the enterprise communication to consumer information related to the behavior of content marketing. The purpose of this message is not to promote and gain benefits in the short term, but to make it stand out in a vast and complex flow of information through the right content so as to convey a more rational and long-term idea to the consumer, helping the enterprise to play the role of ' thought leadership '. Naturally improve consumer loyalty to the corporate brand. As a new information media, Weibo is obvious to the value of content marketing, the content of which can be all inclusive, and the information carrier includes many other kinds of multimedia methods besides the word industry. Although Sina and so on most of the word limit of 140 words, it is very short, but if it is simple and easy to write business microblogging, you can play, it is wrong.

The content strategy, by its very literal meaning, can be understood as a guide to how the enterprise's microblog should be written and written. At the same time it is also a strategy to instruct the enterprise how to realize the marketing goal by releasing the appropriate content. One of the most direct and important tasks for marketers of micro-blogging is to publish information through Twitter. Because the enterprise's micro-blog positioning, the role is different from individual users, business security, so the release of information needs to be carefully considered and measured, from the user's psychology and corporate goals from the point of view, consider all aspects of the problem.

It is not possible that all enterprises are the same as the obvious, casually say a word plus a photo of yourself can have tens of thousands of forwarding, especially small and medium-sized enterprises, microblogging marketing information to attract other users attention, must pay attention to the content of the "3I principle"--interesting (interesting), acquires (interest), Individuality (personality).

Interestingly enough, content should be new and attractive enough. Marketers need to spend enough time and ingenuity to conceive micro-blogging marketing ideas. Of course, creativity and new ideas are always limited, but the content of micro-blog published at least to make the company's Micro-blog Home page information is not empty, especially to prevent the release of hard advertising nature of the micro-blog, such information not only get attention, but will cause the general microblogging users strong antipathy.

Benefits, meaning that the release of information is practical, can provide users with certain help, can be to provide information services, imparting life knowledge, the use of video courses to help users solve difficulties, can also be to provide users with promotional information or discount vouchers, distribution of prizes and so on. In short, to enable users to gain some form of interest from Weibo.

Personality is the most difficult to grasp a principle, so enterprises should pay attention to their own published micro-blog content to the system, repay the way, content inclination and so on have own characteristic and can maintain this kind of consistency for a long time, this will give the user a system and intuitive overall feeling, make enterprise Weibo can be more easy to be identified, with other micro Bo user "Draw the boundaries". The content of the same micro-blog, even if it has a certain value, people tend to choose a certain concern, after all, personality means difficult to replace. Personalized microblogging can enhance the stickiness of users, so that information can be sustained attention.

It is also important to note in the content strategy that after the enterprise has determined what is published, it should also pay attention to the way it is published, depending on the type of requirements, or professional rigor, or humor, and also the amount of information the microblog contains and the clarity of its presentation. If necessary, may also use the image, audio and video to match the description of the text. Similarly, because the microblog has the network propagation the attribute, the popular expression punctuation mark, "Yan text" and each kind of collocation animation expression ingenious use, can give the information recipient a kind of intimacy, causes the enterprise to have the affinity. In short, both content and expression, enterprise Weibo marketers need to press the "send" key before serious consideration.

So what exactly should companies be sending? Before answering this question, from the point of view of the problem itself, perhaps the angle we hold is biased. From the point of view of the ego, the nature of social media has been neglected. So, the question we are trying to ask is: What do users want to see on the corporate microblog?

This is really a difficult question, everyone has different preferences and habits, even for the same official corporate microblog, the user preferences are not the same content-"1000 readers have 1000 hamlet in mind." In fact, it is impossible for an enterprise to make all the content that is published interesting and useful. Therefore, content positioning in the enterprise can be published content and user preferences of the intersection of content, is the key to content strategy.

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