What is the most successful content marketing strategy?

Let’s do an experiment. If you search the words “ content operation ” on the Internet, most of the articles that come out are about copywriting skills.

So is content management equivalent to writing copy?

Let’s look at the following example:

You travel to Europe, but you don't know English. You walk into a restaurant and want to order some food but you don’t know how to communicate with the waiter. After you gesture for a long time, the waiter still doesn’t understand. When you are at your wits' end, you suddenly see a dish you want to order on someone else's table, so you point at the dish to show the waiter, and the waiter suddenly realizes.

In this example, content operation is the process of "you want to tell the waiter what dishes to order and then eat." The copy is the way you tell the waiter. If your way is incorrect at the beginning, it will be difficult for the waiter to understand. Later you found the anchor: "Other people's exact same dishes", achieving very good communication effects.

At this point, I believe you have already understood that content operation is the process of letting users know and understand the product. And copywriting is the necessary method to complete this process. Through copywriting, you tell users what kind of product you are. Through copywriting, you tell users how well your product meets their needs.

Here, the way you tell users is very important. If you point randomly, others will not understand. Only when you find the anchor can others understand what you mean well.

So, as a product content operator, how do you plan to make users understand and fall in love with your product?

Brand Anchoring: Positioning the product in something that people must do in their daily activities

You can think of the advertising slogans that you can say casually. Hengyuanxiang, Sheep Sheep Sheep; diamonds are forever, and one will last forever; I will not accept any gifts during the holidays this year, and if I do, I will accept Melatonin. Many people have analyzed the techniques behind these well-known golden sentences, but few people have mentioned the deep operational logic.

For example, “Diamonds are forever.” When you hear this golden sentence, your first impression must be that there are very few diamonds on the earth, so the price is very expensive?

In fact, this was exactly the case when diamonds were first mined. The most famous person in this field is 39-year-old Rand, who founded De Beers, which once controlled most of the world market. However, the good times did not last long. Soon, large amounts of diamond resources were discovered in other regions. In order to compete for this market, a Hong Kong company deliberately sold diamonds at very low prices.

This time, Lang De panicked. He began to negotiate with these emerging companies, and soon they established a price alliance. At the same time, they only mined a certain proportion of diamonds each year to keep diamond prices high.

After this lesson, Lang De began to think, although he reached a settlement with these companies this time. But it won’t be long before new companies emerge, and they may not be willing to play by these rules. Therefore, a new strategy must be devised.

So, at this point, the slogan we are most familiar with officially made its shocking debut: Diamonds are forever.

What lasts is love, what lasts is warmth. Diamonds have a price, but love is priceless. In order to be with the one you love forever, what's wrong with spending a little "little money" to buy a diamond? Today, the diamond model is ingrained in each of us. Nowadays, when you propose to your loved one, a diamond ring is probably an indispensable thing.

The greatest success of the diamond model is that it equates diamonds and love, to the point that even if you know that this thing is not worth it, you still have to buy it.

This gives us a revelation for copywriting design:

When you design a copy, the first thing you should focus on is not how fun it is or how much it focuses on technique, but its anchoring and its positioning. Those copywritings that focus on eye-catching techniques can only attract people's attention temporarily. After the popularity passes, they still have to think about what to do next. However, if you can position your product as something that everyone needs and is relatively good in their daily lives from the beginning, just like the diamond model, the popularity of your product will be maintained and you will benefit greatly from it.

Brand Identity: You need a good story and keep repeating it

With a good positioning, the next thing you need to do is to make everyone agree with this positioning and constantly strengthen it. A famous theory is that a concept will be remembered if it is repeated seven times. Therefore, in fact, many successful operation and promotion models are often simple and crude. For example: Hengyuanxiang, Sheep Sheep Sheep; Sheep Sheep Sheep, Hengyuanxiang.

It's easier to remember, just repeat it. But to achieve recognition, you may also need a good story.

In Diamond Mode, Lang De tells a very good story: how a poor young man mortgaged his property step by step to buy diamonds in order to pursue the goddess of his dreams. The goddess was very moved and not only agreed to his proposal, but also secretly helped him redeem the mortgaged assets. Later, the two lived happily together. The diamond was later passed on to his son as a testament to their love.

This story became widely circulated, and later many couples were attracted by it and gave diamond rings to the woman as a token of love when they got married. With continuous publicity and the continuous launch of stories surrounding it, people are increasingly considering giving each other a diamond ring as a beautiful testimony of love, or even as a must-have item for marriage.

This shows how attractive a good story is. Only by better applying the storytelling rules to the content operation process can you trigger resonance and make more people recognize what you say and do, even if it may be wrong (which may be proved to be the case later).

So, are you still complacent about your extremely popular copywriting? Are you still envious of how good other people’s copywriting is? It’s possible to have a product that hits the market once, but it’s difficult to have a product that hits the market every time In fact, as long as a consistent and coherent strategy is formed, even if a hit product is not created, content operations can bring lasting and influential positive promotion to the product, which may be a hundred times more important than the influence of a single hit product.

Content operation misunderstanding: planning is not equal to copywriting

After understanding the core points of content operation, we should also pay attention to a misunderstanding in the specific operations and details: planning is not equal to copywriting . Don’t think this point is simple. The first thing many content operators do after getting a plan is to constantly add to the planned points. For example: the planner says that the point they hope users will remember is payment, and then the copywriter starts talking frantically about how payment is and how payment is. In this way, even if users remember your brand, they will not feel anything, which is not helpful for the final conversion .

The role of planning is to tell a product how to promote it, and the copywriter makes this promotion method or positioning concrete, expressing it in a way that everyone can understand and empathize with, thus arousing resonance. These are the techniques you can find by searching for “content operation” on the Internet. For example: use more numbers, use more questions, anchor values, tell stories, create a sense of immersion, etc.

Content Operations: Keeping Up with the Times

Of course, content operation skills are one aspect, and the form of operation is equally important. At the same time, we must learn to keep pace with the times. Let’s look at a negative example, which is still Hengyuanxiang.

We all know that Hengyuanxiang was very successful in its "Sheep, Sheep, Sheep" advertisement in the past few years. But did you know that before the Beijing Olympics, Hengyuanxiang launched a new zodiac advertisement. The pattern of this advertisement completely repeated the feeling of the previous "Hengyuanxiang, Sheep, Sheep", repeating the twelve zodiac signs one by one. The boring and monotonous format aroused the disgust of many users, and everyone blamed Hengyuanxiang and asked it to step down immediately.

It is good for a brand to be remembered by people, but it is a very bad thing for a brand to be remembered with a negative impression. You may ask, why did the same advertising routine work before but not now?

In fact, the deepest reason here is: changes in consumer demand .

When Hengyuanxiang released the Yang Yang Yang advertisement, China had just entered the period of reform and opening up. At that time, the forms of commercial advertising were relatively simple and people's choices were also relatively simple. Remembering this brand does mean that there is a high probability that they will consume it next time. But in today's society, people have more and more choices, and have seen countless advertisements. Even many interesting advertisements are criticized, let alone advertisements like Hengyuanxiang.

Therefore, apart from the sidelong glances of concern from people, the rest of what this kind of advertising brings is contempt, disdain, and unfollowing.

From this we can see how important content is and how worthy it is to continue to think about it. Only by keeping pace with the times, keeping up with trends, and keeping up with everyone's needs can we continue to create content that everyone likes.

Although the positioning of the diamond model has remained unchanged over the years, its marketing methods have also kept pace with the times. For example: creating your own new media brand "I do"; for example: working as an online matchmaker to help match young men and women online. Every marketing strategy is closely integrated with the environment of the times. Perhaps this is where Hengyuanxiang needs to seriously learn and change.

Summarize

Finally, let me briefly summarize the main point of this article. After reading so many articles on content operations, I feel that most content operations sharing focuses more on analysis at the technical and skill levels. But in fact, the first thing that content operation should pay attention to is the overall positioning or anchoring. Anchoring the product with a certain scene in everyone’s daily life through copywriting, making people unable to stop, is the core of the core.

Secondly, create "resonance" with users through a good story that strengthens anchoring of identity, and then continue to promote the brand (at least 7 times) so that your product and this story can take root deeply in the hearts of every user, and your product can ultimately succeed.

Of course, there is a misunderstanding here. Positioning is not equal to copywriting. Positioning only tells you which direction to go. To transform it into actual copywriting, you also need to use some exaggeration, stories, questions, data and other techniques so that users can understand and empathize.

Finally, content operations must always keep up with the trend of the times and keep pace with the times in order to be loved by users in the long run.

I hope you can learn something from this article and write good content suitable for your own products.

Source: Wang Yuting