What do content marketing really want to do?

Content marketing Four words is not esoteric, but to clarify its connotation or to spend some brains, but usually understand the "what" problem, for "How to do" to more direction, then, content marketing in the end is what? What do content marketing really want to do?

What is content marketing

Content marketing is the image, text, animation and other media to convey relevant content of enterprises or products to attract users to pay attention to the user with confidence, so as to promote sales of a marketing approach. Content marketing is derived from the sharing, assistance, and customer answers to the perspective of the transmission of information to consumers, and traditional marketing methods are more through the interruption of user thinking, visual, auditory to hard delivery of product information.

In short, as long as the content of the command, is content marketing. To put it simply, is to provide excellent, can solve the user problem content, in these content naturally implanted their own things, to help users at the same time, to obtain and gather a high degree of matching target crowd, but also in the hearts of users to strengthen the brand image, and ultimately make these people to produce transformation, bring benefits.

Content marketing focuses on content itself, and aims at marketing. Therefore, the channel and carrier are just coats, content value is the essence of content marketing. When you create good content through good sense of smell and good vision, people will take the initiative to appreciate, accept, and do not mind to help you to do two of communication marketing work, this is the charm of content marketing.

Therefore, the content marketing era, must be content to become a strong driving force, become the upstream of the industrial chain, and the media channel value is weakened, to central. It is now possible to produce content, and a platform or individual with content sustainability is suitable for content marketing.

Effective things are not so good to do, because the rapid rise of content marketing, there is the opportunity to have competition, want to do well is not so easy, especially you do not know how to do, and even do not have a negative impact. So if your content has no culture, no positioning, no difference, no spirit, no value, then there is no target customer base! Good content marketing in the eyes of customers should be alive, is rich in meaning, is eye-catching, is focused on preferences, is irreplaceable, is difficult to bargain.

So what exactly does content marketing do?

1. Find Niche Market

Niche market refers to some niche markets or niche markets that are overlooked by the rulers of the market/companies with absolute advantages.

Popular point, the niche market is your market, is your boss of a site, that is now often said vertical subdivision, in this piece of land, you decide.

Why look for niche markets? In order to avoid too much of the positive competition, so that the end of the waste and waste at the same time to get their own black and blue, what the benefits can not be fished. It's silly and naïve to get into a hot business and dream of being out of the crowd.

2. Character Analysis

What is a persona? In fact, there are different types of people who have a demand for your product or service, and your content is to be seen by these different people, who are often called buyer roles. This concept is the fuse of content marketing, which is where content marketing begins.

The analysis of the characters is the starting point of content marketing, the business you do cannot only serve a class of people, users must be diverse, they will have different needs in your place. You first need to know who your user base is, what they need, so you can be targeted to produce content, increase the probability of marketing success. What the buyer wants first, what you offer, not what you have, what you sell to the buyer. The analysis of personas is the process of studying user's needs.

Example of a buyer role:

Let's say you're a dealer's website selling basketball shoes. We can classify the people who are in need of basketball shoes. For example, according to the age section can be roughly divided into juvenile, youth, middle-aged, old age. These age groups of consumers on the requirements of basketball shoes is not the same, such as juvenile attention is the pattern, youth concern is the spokesperson, middle-aged concern is durability, old age concern is comfort. These kinds of people, in fact, are different personas, we need to be based on the needs of these different personas to provide different content in order to maximize the conversion rate.

Each persona represents a type of requirement, so what you have to do in this step is to classify these requirements, to find out the topics of various types of users, as a basis for content planning. And the finer the points, the clearer the content is, but it also means the larger the workload.

3. Content Planning

Plan what you want to do before you don't get lost, it's like a map that directs you on what to do. The Content planning table should contain at least three dimensions in the project: Personas, shopping stages, and content forms. That is what people in what kind of demand, corresponding to what kind of content.

Content planning is staged and needs to be adjusted during implementation.

4, Content production

Know what to do, know what personas are, know what needs to be done, and then turn to the hard work of content production. This process is often continuous and takes the longest time. Usually text content is the most basic content, on the basis of text can evolve a variety of content forms, the following figure:

Content production and content release usually have a certain time interval, in a plan, content production should be much ahead of content release, so as to methodically control the release rhythm.

With content marketing media, content marketing content can be classified?

Hot content: Hot content that is a period of time to increase the amount of search, the popularity of a rising concern. Reasonable use of hot events can quickly lead to the promotion of Web site traffic, you can use Baidu search rankings, micro-bo hot search.

Timeliness content: Timeliness content refers to a certain period of time with the highest value of content, timeliness content is more and more marketers pay attention to, and gradually make use of to maximize its benefits, marketers use timeliness to create valuable content to show to the user.

Story content: Storytelling is a process of discovering-being understood-building relationships-building trust-exchanging resources. No story, no chance of being found. It can be a big brand story, a spreading story, a style-shaping story, or a corners story. Story-type content is in the accumulation of brand equity, storytelling is equivalent to sowing their own.

Continuous content: Continuous content refers to content is not subject to the change of time, no matter what time period content is not limited by the timeliness of content, is the mainstay of content strategy, absolute stock content, such as Baidu Encyclopedia.

Programmatic content: Programmatic content that has a certain logic in line with the marketing strategy of the content, the formulation of the plan needs to consider a number of factors, including the audience of the positioning of the crowd, the target grasp, the theme of the determination, marketing platform, the expected effect, etc. must be reflected in the program. As a programmatic content, its value is very large, for users, the content of gold is very high.

Actual combat content: the actual content refers to the content which is produced by the rich experience accumulated by the continuous practice. The actual combat content creation needs the marketing person to have certain actual combat foundation, has the rich experience the marketing personnel to be able to achieve the authenticity, the content can fully demonstrate the practice process encounters the question, lets the reader obtain the valuable information, can obtain the study exercise opportunity.

Promotional Content: Promotional content that is, in a specific period of time to carry out promotional activities produced by the marketing content, mainly for marketers to take advantage of the needs of people to formulate the content of the program, the content can fully reflect the preferential activities, the use of people generally cheap psychology do a good job promotion, double 11 to see the promotional copy

Technical content: Technical content is a technical summary of a field or industry, or a technical development of the article construction. Technical content is often people to its higher requirements, but also the web search the most existing content, this technical content for others to help the biggest, small to personal blog, big to Baidu Google all without these content.

Product keywords or industry keyword content: According to the industry or product needs to be soft. This is done for your own products. Detailed interpretation and description of the product, the content can fully reflect the value of the product and advantages, so that users can get the product details of the information, this is basically the most common, corporate web sites are basically the main.

The feelings of the industry or the use of products: this kind of content is often the need to pay attention to the key is that others use this product feel, to determine the direction of his purchase, which we often say customer witness or industry success stories.

5, content dissemination and promotion

Good content is not sent to their own channels on the line, usually need to publish to a third-party platform to promote, the customer attracted to your platform. For example, after a good blog post, usually submitted to the well-known industry website, flow guide or brand exposure.

It is important to note that the output of the content is rhythmic, not a large number of content after the mass launch, but to tentatively push, and push and observe, just like deploy.

6. Monitoring and follow-up

Monitoring the input and output of content marketing has always been a difficult problem, from some attributes can only evaluate one-sided effect. But there are no indicators to monitor and analyze, so attributes still have. Common attributes have flow, brand Word index, bounce rate, comment amount, forwarding volume, point praise Quantity and so on.

In addition, when the content is released, you can't let it drift like the water poured out, you still have to be responsible for it. Therefore, to the content of the trend of continuous follow-up and maintenance. For example, after the emergence of a sensitive negative comment, it is possible to lead to a crisis, to timely dialogue with commentators to defuse the crisis.

All

Content marketing is not just about making a very creative video and spreading it on the surface so simple, there is a series of things behind it, it has a cyclical cycle as a whole, in general according to the "Prophase analysis-content planning-content production-content use-effect assessment" process to go, Each cycle is not a simple juxtaposition, but has various forms of overlap and accumulation. Content Marketing Process output content are clearly targeted, the careful planning behind it naturally led to good results.

A part of the era of content marketing is coming, whether party A or party B, the future if not able to achieve in the content and marketing between the balance or integration, will be a failure of marketing.