Content operation: Learn the basic routines and play it however you want
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Today, I will share with you how to do content marketing . 1. What is the definition of content? Since it is content marketing , we must first clarify what content is? There are all kinds of things. Is text content? What about video and chat? It can be said that these are the main means of expression of content, which are divided into six categories: First, chatting; in ancient times, when there was no medium, people passed on information orally, and these things were the content; second, text; third, pictures; fourth, audio; fifth, video; sixth, games . Are there many people who have learned some knowledge about cold weapons from "World of Warcraft"? All of the above types should be content presentation forms. So let's expand on this a bit: 1. Text There are two types of chats: offline and online. Online chats are easy for us to understand, such as in Moments, WeChat groups , and private messaging to exchange ideas and thoughts. And what does the chat ultimately lead to? Whether online or offline, chats will eventually lead to communities . Text includes various styles and is an efficient means of expressing content. For example: If someone sends you a voice message on WeChat , if you want to understand what he said, you need to listen to the voice message again once or twice. But if he writes you a text, you can find the main points in a very short time. Why is text efficient? Because Wittgenstein believed that text is essentially a semiotic system that helps us quickly label information nodes and evolve our thinking. 2. Pictures Pictures are still a kind of semiotic system. We all know that Durex usually expresses its marketing through pictures. When people see things of this style, why do they think it is Durex's copywriting ? Because the pictures have formed Durex's unique semiotic system. In most cases, pictures actually broaden our horizons. 3. Audio Audio and music are similar to videos and recordings, which are recorded in advance and then played. The other type is conversation, which is related to live broadcasts and we often hear and use it while driving. There is a direct analogy between audio and video. Unlike text and pictures, which are semiotic systems, audio and video involve linear systems. Here’s an example: There are so many reading products and content products, and product managers all want to use barrage, but why can’t they do it? The reason is simple. It is difficult to superimpose symbols in semiotics because improper superposition will cause confusion. However, there is no problem in superimposing symbolic systems on linear systems, which is why barrage works on videos and audio. But this does not mean that semiotic superposition of symbols is completely unfeasible, it’s just that no one has succeeded in doing it yet. Audio and video are linear systems, so some audio software has already had a barrage system, which is pretty good. This year is a particularly hot year for live streaming. As time has developed to this stage, the time system is the best tool to combat boring time. Live streaming is a type of video; as for games, it is an interactive system. 2. What is the main purpose of the content? After talking about the definition of content, let’s think about what the content is mainly used for? Content is essentially the entrance to all behaviors and the first step in acquiring users. Why do we do content marketing instead of channel marketing? Because no matter how strong the channel is, it will be useless if the content is not good. Secondly, content is a means of communication, a means of communication that generates strong interaction with users. Many people wonder why we need content and how it can be used? Some people say that I do it to learn knowledge, or for this or that purpose, but I want to tell you one thing, based on my understanding of content after 18 years of experience, I know that for most people, the most important function of content is to kill boredom. Here’s an example: Maybe most people have watched "Nirvana in Fire", so please fully retell the theme of the conversation between three people in a certain episode of "Nirvana in Fire". I believe everyone will find it a bit difficult, right? If the content can 100% help us achieve some kind of learning goal or skill acquisition goal, then I would like to ask many people who read economics and management books seriously, have they really become management masters? How many of them are used in actual applications? Absorption and learning is a comprehensive process. We cannot simply say that accepting certain content once will lead to significant improvement. The characteristic of human learning and memory is that they absorb different nutrients according to different stages. 3. What should real content marketing look like? What should real content marketing look like? The premise of marketing activities must be a good product. Here’s an example: We know that Xiaomi did a very good job in marketing when it launched Mi 1 and Mi 2. But the prerequisite is that there must be a very good product, and everyone thinks that this product has a high cost-effectiveness in the market, and only then will subsequent marketing be carried out based on these things. But everyone knows that from Mi 3 to Mi 5, Xiaomi encountered big problems in marketing. Is it because the marketing team did not do a good job? No, because the product was not outstanding enough at that time. Some time ago, Xiaomi released a new product, Xiaomi Mix. It was reported that the price of its product on the black market has been raised to nearly 20,000 yuan. Xiaomi Mix products are indeed very beautiful, and many users feel that this product is what they really want, so the premise of all marketing is based on a good product. On the other hand, the marketing of the Hammer smartphone must be handled by a master, and the tickets for the press conference can be sold at very high prices. But I don’t need to say much about the current situation of Hammer phones. At the same time, I also hope that Hammer phones will have a better future. Internet marketing methods first started with email systems, but today they are considered to be outdated solutions. Another method is text messages and phone calls. A few days ago, a company specializing in text message marketing came to me and said, "Our company is doing very well." I asked how much it costs to acquire a customer? He said it was more than two yuan, and I said forget it, it doesn’t cost that much for me to organize an offline event . SMS marketing is a little bit stale today. Next, let’s break down the basic “routines” of content marketing. There is a picture to look at. 1. Basic marketing methods: First, search engine optimization; second, the establishment of Weibo and WeChat accounts; third, blogs, which to this day are still relatively high in Baidu's search rankings. 2. Marketing upgrade methods: First, topic marketing ; second, live broadcast; third, event marketing ; fourth, creativity + virality; fifth, word of mouth. At that time, Lei Jun asked all team members to adhere to seven words: "focus, extreme, word of mouth, and fast." All of this was to prepare us to acquire more users. Upgrading means are used to acquire a large number of users, attract attention, and get everyone to participate. After this, more business chains can be introduced. Among these points, we should pay attention to the timely intervention of public relations. For example, after the basic marketing means are built and any marketing case is launched online, someone will definitely search for relevant information. When searching, not only must it be ensured that the information can be found, but also care must be taken not to find a bunch of negative information. Timely public relations intervention can effectively eliminate negative impacts and amplify some of our values, which is very important. 4. Is content more important or channel more important? Is content more important or channel more important? My conclusion is that content and channels or content and products are two sides of the same coin and are an inseparable whole. The APP product format is gradually losing its power, and those that remain should basically be high-frequency apps that meet rigid demand. When the product era is about to cool down, the next era will definitely be the era of marketing and operations , and operations personnel will gradually become more important. Anything related to content and marketing may come back to the forefront. This is my judgment on the major trends in the next three years. Please have confidence in your future! In the past, we said that channels can be divided in several ways. Traditional offline display channels include traditional media, which basically consist of newspapers, magazines, radio, and television; social tools, the most commonly used in China are WeChat and Weibo; high-traffic entry-level applications, such as Taobao mobile phones and some browsers , like UC Browser, which is also a high-traffic entry, and also includes the high-traffic application of Toutiao . But the real content marketing channel should be a combination of punches. Different marketing media channels should be arranged according to different marketing plans, and ranked according to the efficiency of the channels. Although "money makes things easier", it is also possible to do without money. What we are going to talk about today is mainly about not having money. First, operating system, IOS + Android two major camps - super entry channel Second; Network access methods: 3G, 4G, WIFI - network entry channels Now the whole country is building smart cities, including all airport WiFi, city WiFi, commercial WiFi, etc. Once I was eating in a restaurant and used the restaurant’s WIFI. Although I didn’t know which WIFI service provider provided it, when I opened WeChat, I saw an advertisement at the bottom. This is because through the WiFi entrance, you can customize what kind of ads the user sees and what kind of ads the user does not see, which is called ad interception. However, city WiFi and high-quality network service providers usually do not do this. Doing so is risky, but technically feasible. Just to give an example of what an entry like Wifi can do. By the way, our Lianzhen Technology is the best and largest high-quality WiFi content operator in the country. We exclusively operate all 30 airports across the country. Third, high-traffic entry-level applications. WeChat, Taobao, and browsers have large traffic entrances. If you have the opportunity to be recommended on them, the results of our marketing plans will be better. There are often bonuses in the early stages of these channels, such as the bonus of Toutiao, but this bonus period has become a bit weak, because as these channels become stronger, the bonuses will inevitably disappear gradually. However, there will be a big war in the browser field in the future. If you are interested, you can consider trying it. Fourth, offline media, road signs, and targeted building advertising. Traditional media channels are still effective at certain times and in certain scenarios. Fifth, Weibo, WeChat, and Toutiao accounts, this content is starting to become important and also emphasizes gameplay. Many people have experience in running WeChat public accounts . If you are just a content carrier, your fans will not grow quickly. If you are just a diary writer, the effect will not be particularly good. After Weibo and WeChat have gained the first batch of seed users , it is important to emphasize interesting ways to play. After acquiring users, your next task is to motivate them. The gameplay itself is also part of the content. For example, the “Book Throwing Campaign” itself has content and emphasizes interaction, making users feel involved. Gameplay is also an important part of content. Sixth, print media. Many people say it is useful today? Yes, the emphasis is on authority. The day before yesterday, I asked a young guy who had just joined our team to analyze an article. He said he thought it was very good. I asked him what was good about it? He said the article was particularly credible. Regardless of whether his views are correct or not, for some scientific things, we will check the information on Guokr and the English version of Wikipedia, and try to check Baidu Encyclopedia and Baidu Knows as little as possible. Why? These different sources will make the content quoted in the article present different levels. And print media are just formal publications! Usually, the information source is more reliable, which will make these printed contents become the valuable parts cited in articles in the future. We need to find the right group of people for us. This is essentially a combination of punches. It depends on how you play it, rather than having a universal formula. Today, Weibo and WeChat occupy the mainstream attention of most people. However, no matter how well WeChat and Weibo perform, if the foundation is not laid well and the basic marketing methods are not used well, the effect will actually be halved. Never do things that will get half the result with twice the effort. It is very important to choose the best channel combination according to different project requirements. 5. What should be done for successful content marketing? There is no universal formula for successful marketing, but there is a basic template that I hope can provide you with some reference. When designing the marketing chain, pay attention to the facilities at these points. Our strategy can be divided into several parts: 1. Accurate positioning Who are the targets, what are they interested in, and how does the brand fit in with the interests of the target group? If you are interested, you can check out Maslow's "Hierarchy of Human Needs", which divides our population and positioning based on five different levels. Maslow divides human needs into five levels from shallow to high: Physiological needs; safety needs; social needs; the need to be respected; self-actualization. Based on this framework, you can filter out what kind of users you want and what level their needs are at. For example: What are the biggest characteristics of girls’ needs? To be safe, what is the key to safety performance? When your phone runs out of battery, you lose your sense of security. If you make a product based on the battery life of a mobile phone, it might be successful. For example, Battery Doctor. Speaking of the need to be respected, we forward a lot of things on Weibo, WeChat, and Moments. When we eat delicious food or drink a cup of coffee, we sometimes take a photo and forward it to Moments. This psychological need is to be respected and to find our own sense of existence and value. WeChat meets all of humanity’s major needs, including content. 2. Content Strategy Based on our user positioning and understanding of what they need, how should we formulate themes? When analyzing techniques and formulating plans, do we want dissemination, specific transaction volume, or thousands of impressions to thousands of people? This requires different program strategies. Another one is the "self-personality" positioning. What is this positioning? When we run a company, we should act like a person. When we create content, we should also act like a person, so that users feel that they are talking to this person rather than facing a cold organization. 3. Distribution channels Online channels are important, but traditional channels also require some attention. If we want to do a marketing project, we have to consider whether to put up some road sign advertisements and whether to make some roll-up banners. Such things are usually necessary. Online channels, traditional channels, social channels, search engines, WeChat public accounts , is it necessary to use all these options? You must at least have a Baidu Tieba or Baidu Knows to let people know who you are when they search. You may not be looking for conversions in these places, but you are looking for commonly used platforms in the public eye. When searching for this information, the correct target information will definitely be found. 4. Interactive Marketing After content marketing moves from offline to online, interaction becomes more important. For example: After welcoming customers in, if you don’t treat them well, they will not come next time. After users come in, we must interact with them. In interactive marketing, we need to pay attention to the sense of participation, making users feel that they are participating in the APP. Strengthen the interaction, be active two or three times, let the user participate, and there is a probability that he will forward it. Back to the Durex picture, the essence of the product is to use the secondary dissemination of users, so it can also be called a viral spread. 6. What is the most important user thinking? The most important thing is to have user thinking. What is user thinking? When it comes to user thinking and content marketing, we must pay attention to nine words when writing content: "down-to-earth, speak human language, and have substantive content." Let’s take a look at Durex’s solution using these nine words. First of all, the target audience is accurate. Durex's target audience is first of all sexy, but also emotional; young and interesting. In its positioning, once it has the target audience, this group of people must be down-to-earth, and after being down-to-earth, they must speak human language. When we talk about Lin Dan ’s case, isn’t it quite down-to-earth that there is “Dan Pawn”? Second, the topic is interesting. After users get the topic, they are willing to pay attention to it. If I am just an ordinary user and have never heard of Durex, but I see a Durex poster for the first time on the Internet or in the circle of friends, I may find it very interesting. Almost everyone is attracted to it after seeing the copy once or twice. After acquiring topics many times, users are willing to follow you because they are interesting. Another point is that users will identify with your values. The effect of secondary forwarding will be a geometric growth. Let’s take a look at the case of Papi Jiang . The target audience is precise: young, interesting, urban women, and we create content that interests them. The topic is interesting, and users are willing to pay attention to it after learning about it; it emphasizes interaction, but not just forwarding. Papi Jiang is a hot topic at the moment, and Luoji Siwei is also a hot topic. When the two are combined, the result is not only the effect of addition, but also the effect of multiplication. At the same time, Papi Jiang is also strengthening her own performance style and calling on users to produce more content in this way. In this way, first, users have a sense of participation; second, users are using Papi Jiang’s symbols and behavior patterns to create something new. As your behavior patterns and expressions appear more and more in the public eye, you will become stronger and stronger. Don't be afraid of your ideas being copied, because in essence it is the public reconstructing the symbol system of your case. After designing your own ideas, let everyone use them publicly, and your marketing case will become more successful. 7. How to monetize content? How is content monetized? First, the traditional model. The reason why we call it a model is that we must produce a replicable model. In the era of printed materials, royalties were a model without any problems. Second, copyright. When did copyright come into being? With the emergence of modern printing technology, after Mr. Heidelberg of Germany invented the printing press, he believed that copyright owners should be protected. He came up with the concept of IP copyright and made it into a business model. When people pay me, I use a printing press to allow the source of this business chain - the author - to gain more benefits. Third, advertising. Advertising is actually a derivative of content. We can distinguish precise users based on the content and then advertise. This is an efficient business model that has existed for hundreds of years. So, what is the content monetization model of the Internet? Everyone thinks it is content monetization, and another way is reward, but reward cannot become a model, it is just an exception. What is a business model? A business model is something that can be used anywhere at a certain stage. Manuscript fees are a model, copyright is a model, advertising is a model, but are rewards a model? Unless you are extremely famous and do really well, and you can become an exception, there is no problem with rewards. But it is still an exception. So what about the content- driven commerce model? This year's Double Eleven strategy is from content to e-commerce. Do you have a particularly strong feeling about the concept of e-commerce traffic diversion? E-commerce traffic diversion does not seem to be particularly obvious, and everyone is paying attention to the transaction amount, which implies that there are some problems with the e-commerce traffic diversion model. Let me give you a small example: A few days ago, I read an essay that talked about the author's childhood, watching the spring sowing and autumn picking, the light wind and clear clouds in the sky, and how he went home to enjoy a bowl of noodles with soybean paste. I think the essay is very well written. But the article later told me that what everyone wanted to buy was the sauce for fried noodles with soybean paste. This is still a very good article, but I feel very offended. When there is an advertisement behind all the content, will you really accept it? Maybe, but you have to find the right product. Otherwise, the content will become overly flooded and polluted. Everyone talks about self-media , but in 2013 we had a point of view that many people did not like: self-media is a false proposition. Why is it said to be a false proposition? Updating an account is very hard work and requires continuous output, which requires one or two assistants. In terms of content marketing, we need to make users feel involved and organize some activities, which all require a small team. Once you have a team, is this a self-media or a small organization? A person can work on a very vertical range, or of course a very large range, it depends on how much energy you have. Comparatively speaking, there are more people working in vertical fields, right? I have seen some accounts that update once a week and have a readership of several thousand, but they can only go so far because the update frequency is not high and the current content is no longer scarce. When doing anything in the media, there are two basic premises that serve as driving factors: one is the author's self-worth; the other is the need for profits to support this matter. Either make it a diary or go commercial. There are almost only two results. Regarding self-media, in fact, as early as two thousand years ago, there were already three very successful self-media people, namely Confucius, Sakyamuni, and Christ. They use their own power to call so many people to become their believers, and what they mainly do is community. The community economy is likely to be the future of self-media. Community is a very powerful ultimate means of content marketing. I don’t know how many people here will be able to do this in the future. I hope that one day everyone can become another logical thinking . Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by the author @刘承周 ( Qinggua Media ). Please indicate the author information and source when reprinting! |
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