Zhihu information flow: a "small trend" in advertising promotion and marketing in 2019!

On the first day of 2019, Luo Zhenyu's New Year's Eve speech "2018 Friends of Time" dominated the headlines of major news media. At the same time, various screenshots of golden sentences were widely shared and circulated in social circles. Many people used his golden sentences as their motto to start their struggle in the new year.

It is not difficult to find that Luo Pang interspersed some advertisements from time to time in his speech: vivo NEX dual-screen mobile phone, Yili Jindian Jersey milk, Dongfeng Nissan Teana...

As marketers, I started thinking further. We should not only pay attention to the changes of the times, but also pay attention to the "small trends" in the industry we are in.

Throughout the New Year's Eve speech, Luo Zhenyu interspersed some small stories from time to time, cleverly combining the advertising content with the speech theme. In conjunction with the topic of the speech, Luo Zhenyu was also intentionally or unintentionally conveying a small trend in advertising marketing - knowledge content marketing .

In today's era where content is king, advertisers are no longer satisfied with "good voice-style" oral broadcasts or product placement exposure. Instead, they have higher requirements for marketing, hoping that brand culture can be conveyed to users in a better way and that the product concept can be truly accepted by users.

In the Jindian milk advertisement, Luo Pang introduced the taste of Jersey cows, which are the "exclusive milk" of the British royal family, and finally said: "When you choose what kind of milk to drink, some people have already started to choose cows."

This kind of grass method has a familiar taste. In fact, Jersey cattle are not a rare breed in the industry. Many dairy companies with their own ranches are raising Jersey cattle. A similar case is the Schlitz beer advertisement directed by advertising master Claude Hopkins, which states that "beer tastes better when blown with pure oxygen."

In advertising creativity, we should no longer simply output self-promotional results, but pay attention to the fact that users' pursuit of product quality is also increasing with the upgrading of consumption, and their attention to the logic/story behind the quality is also increasing.

The "small trend" in advertising marketing - knowledge content marketing, means conveying brand characteristics in the form of knowledge content to achieve marketing goals.

At this point we have to mention China’s largest knowledge community platform - Zhihu. Coincidentally, at the end of 2018, vivo mobile phone carried out a series of brand marketing through the Zhihu platform, and launched the "NEX" dual-screen version of the mobile phone in the form of knowledge content dissemination.

On the one hand, we continuously transform the highlights of our own products into knowledge content and make them part of daily life; on the other hand, we use social marketing methods to expand the depth and breadth of knowledge content dissemination. When it comes to knowledge content marketing for technology products, the Zhihu platform is gradually becoming the marketing “standard”.

So, apart from the big investments of these well-known manufacturers, how can small and medium-sized brand advertisers use Zhihu to build their own new knowledge marketing methods? Based on the practical experience of advertising, the editor summarizes the following suggestions for your reference:

1. Create a Zhihu institutional account

High-quality content needs to be accumulated and transformed. As an online platform with valuable content as its core, Zhihu accounts are particularly important.

On the one hand, officially certified institutional accounts increase the keyword weight of their own brands on Zhihu. On the other hand, compared with grassroots expert accounts, the professional content published by professional institutional accounts has more significant credibility. For example: Ding Xiang Doctor, Qiongyou Jinnang, KnowYourself, etc., are all officially certified institutional accounts.

2. Turn brand characteristics/product highlights into knowledge

It seems to be a very difficult proposition, but in fact, it is not difficult to implement if you combine it with existing experience as a reference.

We can search for keywords related to the brand industry on Zhihu. The popular questions under these keywords are the content directions that we can refer to. In addition, you can also expand on the user needs and pain points that the product solves. For example, for a social product, you can use article output to conduct content marketing to target the pain points of social people in expanding their social circles, and accumulate fans for the corporate account while marketing.

3. Proper drainage

In addition to having good knowledge content, you also need certain dissemination channels to attract user traffic. In Zhihu, there are three ways to meet the needs:

(1) Unique Zhihu style

Condense the product's features/selling points into "Zhihu-style" questions, and deliver them in the form of text/large pictures/videos, etc., to directly guide users to download or jump to a designated landing page.

(2) Article placement

When the amount of knowledge content is large, it can be displayed in the form of Zhihu articles. The generated article link can be promoted as a promotional link, and can be set to be displayed after review in the relevant comment review.

Articles can be delivered not only in the form of information flow display, but also in combination with splash screen display. Currently, Zhihu's splash screen ads are sold at a CPM price of 40 yuan. The actual tested click-through rate is around 5%, and the cost per click is controlled below 1 yuan. This promotion method is cost-effective and more suitable for promoting important time nodes or attracting traffic to activities.

(3) Daily Issue Content Operation

Simply put, daily question operation is to ask and answer questions on the Zhihu platform . However, how to choose topics, how to direct traffic to questions, and how to embed traffic into answers are all technical tasks in the field of marketing promotion.

On the one hand, you need to lay out the questions in combination with the industry you are in, and on the other hand, you need to be familiar with the daily management regulations of the Zhihu community, and at the same time you need certain traffic resources.

Source: Weishidun Mobile Marketing