How to do content marketing without money? Can you do it?
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"No money", "No budget"... are the "mantra reasons" why many companies refuse to do content marketing . They are called "mantra reasons" because they do exist, but you accept them without thinking and use them as habitual excuses for not taking action. Of course, it must be stated that the purpose of this article is definitely not to advocate "not spending a penny on content marketing ". I can tell you with certainty that this is impossible! However, I still want to analyze it for everyone: How to do content marketing without money? What is “no money for content marketing”? Have you ever thought seriously about what it means to “do content marketing without money”? Those excuses we make every day may seem reasonable, but they are actually a reflection of our laziness to explore further. Many people’s “lack of money for content marketing” stems from two perceptions: 1. Lack of money to put soft articles and other content on various media. ——No budget for media placement. 2. There is no money to create high-end content. For example: exquisite video. ——There is no budget to produce professional content. The culprit behind these two misconceptions is the narrow understanding of "content marketing". That is: they think that "content marketing" means: writing soft articles, shooting videos, making H5, etc., and then putting them on "big accounts" ( WeChat public accounts ). This kind of cognition only sees a specific action of "content marketing" but fails to understand: What exactly is "content marketing"? Why do content marketing? If you hold such a narrow-minded perception, even if you have money, and you make an H5 with your left hand and shoot a brand blockbuster with your right hand, your money may be wasted. So, what is content marketing? There are many definitions of "content marketing", but I still recommend approaching it from the perspective of "content + marketing". "Content Marketing": Marketing is the foundation, and content is an integrated means of communication. "Content marketing" must follow the essence of "marketing". Marketing is: meeting customer needs and managing valuable customer relationships. Then, "content marketing" must also create value for customers. It is important to note that "content marketing" is a communication strategy in marketing; that is to say, you do not necessarily have to communicate with target users through "content marketing". You can also start a "price war" and tell them bluntly: big price cuts and big sales. In addition, the tactics included under the strategy of "content marketing" will keep pace with the times. Soft articles, H5, etc. are just tools for content marketing. Just like weapons used in war. As the times progress, weapons will become more and more advanced. Content marketing tools will also become more and more digital. However, no matter how high-tech the weapons are, they are only used for fighting. No matter how brilliant the content production techniques of content marketing are, they serve the purpose of marketing. So, whether you have money to do content marketing or not, you must understand that content marketing is a strategy, not just the narrow production of a certain type of content. What to do if the budget is small? Now that we understand what "content marketing" is, let's talk about: What to do if you have a small budget? Let me reiterate: I absolutely do not advocate doing content marketing without money, it is impossible. However, I hope to give you some clues and spark some ideas. 1. People are the most valuable asset of "content marketing". Faced with the dilemma of "no budget", many companies will say: We have no money, only a few people. Then, we will give full play to the value of human beings. Two ideas are proposed: A. "Content marketing" for all employees "Content marketing is everyone's responsibility." From product self-marketing, it is necessary to inject "content genes" (for example, "the ability to speak" to form a packaging that spreads spontaneously); when the product goes to market, how to communicate with consumers? These links are all related to "content marketing". In other words: from product managers to people in positions related to "content marketing", everyone should participate in the company's "content marketing". Positions related to "content marketing" are mostly concentrated in: PR, brand, new media editing, etc. These people need to "live as a team", coordinate and integrate the company's various content sources, and build a content marketing value network. Here is a little tip . People in these positions can transform themselves into "reporters" and build a continuously updated "story library" through interviews and writing. The story library is categorized according to "content". For example: ●What is the design concept of this product? ——Interview with the product manager ●How is the after-sales service of the product? ——Interview after-sales operation staff... The content in the story library can be used in a variety of situations. For example: the company's press conferences, various social media , customer service communication techniques, etc. B. Stimulate UGC of core users. Pareto’s “ 80/20 rule ” tells us: 80% of a company’s profits come from 20% of its projects; 80% of human wisdom is concentrated in 20% of people… Similarly, on social media, 20% of core users produce 80% of word-of-mouth content. If companies don’t have money to produce exquisite content materials (such as videos), they can use their limited budget to build core user communities and stimulate their desire to share. But the prerequisite is: good products and emphasis on brands can form a brand-based community. 2. Pay attention to the layout of self-media. The "pay attention" here does not mean hiring a few editors and keeping them at the table, pondering over the content to be published on the WeChat public account every day. Enterprises must have a layout idea for "self-media": Baidu Encyclopedia , Tieba, Weibo, WeChat, official website (many enterprises cannot even run their own official website well), etc. These self-media with strong self-control are like the "infrastructure" for enterprises to do content marketing. How can they produce "locally adapted" content on each social media? Not every company can publish a large number of high-quality creative content on WeChat official accounts like Durex and Taobao , but you can deploy your "content position" at every catalyst point of the audience, and communicate with users from multiple angles with sincere content. 3. Creative plagiarism of cross-border thinking is copying the idea exactly as it is. However, we can use cross-border thinking to create creative content. For example: As a physical shopping mall, why can't they use entertaining methods to produce some fun songs about price cuts and sales promotions, and broadcast them in the mall during a certain period of the day? Will listening to such fun songs increase customers' stay time? Will customers go to the mall specifically to listen to these songs? Also, is it possible to create a few special rooms similar to Airbnb in physical shopping malls and invite customers to experience them? ...Finally, let me correct three points again: - Content marketing without a budget is unsustainable. (Important things should be said three times) - Don’t always use “no budget” as an excuse. Content marketing first looks at strategic thinking. ——Don’t think of “content marketing” as an input, it is an investment . Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @小圈梨谈内容营销 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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