Learn 4 topics about content marketing from Apple’s short video marketing

After having a WeChat official account , we all need to do content marketing ourselves. In recent years, I have seen a lot of marketing content in groups or on WeChat Moments , most of which are promotions and discounts. I have also seen some articles trying to write about current hot topics, but it is difficult to link the hot topics with my own company's products. There are also many articles with more than 100,000 views, which only attract attention but cannot be converted into actual performance in the end...

Now let me ask you, what is content marketing? From what perspectives can content marketing be written?

Here's a little test about catering:

We often go to restaurants or eat at home. If you were asked to choose between staple food, condiments, breakfast and dessert , and pick out the part you think is indispensable, which one would you choose?

The four topics of content marketing happen to have similarities with the functions of these four different diets. Today I will explain these knowledge points in detail.

1. Different content marketing cases for Apple’s new products

After Apple’s fall 2016 press conference, it unexpectedly released a different video - a flash version of the Apple press conference. The entire two hours of content can be watched in 107 seconds. This short video is actually the " product topic " among the four topics of content marketing.

This piece of content has attracted a lot of dissemination and discussion, with over 5 million views on Youku alone. The core of the video is still to highlight the features of the new product, but its brevity and lightness are inconsistent with Apple's previous "style", and it has become a topic in itself, causing a lot of dissemination and discussion. The short video was launched because, firstly, Apple’s press conference was too long and not suitable for dissemination; secondly, it was to complement the more serious official website copy , which was destined to be unsuitable as dissemination material due to its formality.

Now that the story is over, let’s talk about the definition of content marketing and the four topics of content marketing.

2. Definition of Content Marketing

Content marketing means selecting target users , creating and disseminating valuable content, attracting users to understand the core value of the company and products, and ultimately promoting transactions. In the definition of content marketing, there are two key elements, namely target users and valuable content.

3. 4 Topics of Content Marketing

1. Product topics

Product topics are like staple foods. Their purpose is to help readers understand product features intuitively and deeply . It is the most relevant content about the product's materials, production, marketing, uses, etc., through which readers can understand the core information of the product. For example, if you watch a product video at a new product launch conference for a digital product, through it you can learn about the development process and performance characteristics of this new product.

2. Spread the topic

Communication topics are seasonings. They are content that uses various communication channels for the purpose of brand communication . It will have more choices and breakthroughs in content topics and presentation formats. This type of content hopes to arouse readers' interest and resonance and lead to widespread dissemination. For example, PepsiCo produces a short film called “Bring the Joy Home” every Spring Festival. It does not introduce the characteristics of the beverage, but creates an engaging story to trigger consumers to forward it on their own initiative. Another example is a certain brand of beer that holds an ancient building photography competition to create and spread its product value image of “craftsmanship” that is similar to ancient buildings.

3. Daily topics

Daily topics are daily content for brand promotion and are essential for content marketing, similar to daily updates on WeChat and Weibo. It is like breakfast, an indispensable part of people's daily life. For example, Durex ’s official Weibo will publish daily Weibo content every day. Although these contents may involve products and hope to initiate dissemination, they are relatively lightweight and may be just a picture, a short video, or a seemingly casual forwarding. Their most important purpose is to keep brand social media accounts active.

4. Deep Interaction

Deep interaction means planning an in-depth topic to allow consumers or users to participate and help them learn more about the product or brand. It's like a dessert, tweaking diners' taste buds and leaving them wanting more. For example, in the process of product promotion, playing an interactive game for everyone to participate will have a "dessert" effect.

IV. Summary and reflection

Product topics, as staple food, although a little bland, supplement core nutrition and are the most basic part of content marketing; communication topics, like seasoning, give people a strong sense of taste, making consumers feel refreshed in the "taste" and willing to share; deep interaction, as dessert, is not a must, but it can allow readers to enjoy a different aftertaste after a big meal. It should be noted that brands should not force consumers to interact deeply with them every day, just like people will get sick of eating desserts every day.

In addition, these four categories of topics often overlap. Many excellent brand contents cleverly incorporate communication elements while conveying the core features of the products. Do not fall into dogma.

Extraction of Lao Guan's golden sentences

• Instead of envying others’ interesting content, it is better to do your own most essential product topic content first;
• When creating content, 70% of the basic content is product topics and daily topics. The purpose is to provide users with valuable content and help them solve problems.
• 20% of the content is in-depth topics, which enable deeper interactions with the core consumers;
• 10% of the content is new and unique ideas, which are interesting. They may become popular overnight or fall into obscurity. This is the most difficult. Even if it is interesting, it may not bring sales because users often watch this kind of content just to relax rather than to buy.