New Brand Content Marketing Tips!

Content marketing has always been the focus of brand operations, and content marketing influences consumers' purchasing decisions. How do brands conduct content marketing? The author of this article divides content marketing into three stages: early, middle and late stages, and analyzes each stage to share with everyone.

The success of a product depends on consumer perception. Users often will not buy unfamiliar new products that are not familiar to them.

As an intangible asset, brand is often overlooked in daily life. It was not until this epidemic that its value was completely magnified, and people gradually realized that brand will be a trump card at critical moments.

It is no exaggeration to say that this trump card is mainly accumulated step by step through content marketing.

In my opinion, brand content marketing is generally divided into three stages: early, middle and late.

Early stage

1. Find the core needs of users and refine the unique selling points of products

Before marketing any product, you must first find the advantages and differences of your product and determine the core of the promotion.

Because products are now too homogeneous and product prices are open and transparent, it is almost impossible to stand out from the crowd without a good promotional point, especially if it is a new product.

Take Nongfu Spring as an example. Its main promotional slogan is "Nongfu Spring is a little sweet". It uses the taste promise as a differentiation appeal, implying the high quality of the product's water source. This has enabled Nongfu Spring to form an overall strategy of emotional preference and rational identification, and has also successfully established a memory point in the minds of users.

While similar products were still competing to show how hygienic and fashionable they were, Nongfu Spring took a unique approach and used only three words, "a little sweet", to make the brand appear extraordinary and unique, which caught the eyes of all consumers.

2. Choose the appropriate platform and content format based on product attributes and user habits

This is an era of "no marketing without fans".

Where are the most active fans gathered? What kind of content do your fans like nowadays? What marketing methods do competitors use...

These all provide direction for brand owners to carry out fan marketing.

It may be easier to spread the voice of brand activities through Weibo and Douyin; if the focus is on maintaining long-term user stickiness, Xiaohongshu will be more suitable as a marketing scenario for building brand reputation.

Many brand owners will start the topic on Weibo when launching celebrity online activities.

On the one hand, valuable content is never lacking in appeal. Whether it is a KOL or a brand owner who hopes to use KOL marketing, the key is to provide content that is valuable to users.

On the other hand, the essence of “interactive relationship” is to involve users. This is reflected in the giveaway of benefits and topics related to me. These activities can increase fan engagement.

3. Information accumulation across the entire network leads to qualitative change through quantitative change

Many people believe that company award-winning articles have no effect in the dissemination process and do not attract readers at all.

This is indeed the case, but should we not publish articles of this kind?

On the contrary, not only should you post it, you should post it in large quantities so that it can be indexed by major search engines.

In this way, after searching for such articles, people will greatly enhance their trust in the brand and increase their interest in purchasing.

At the same time, we must increase the release of soft articles to let everyone know that this brand is well-known and popular, and has a certain degree of authoritative endorsement, so they can buy it with confidence.

Mid-term

1. Optimize content and find the right positioning

When it comes to content optimization, many people’s first reaction is to modify the text. In fact, this is only one point. What is more important is to find the right content marketing positioning.

Content marketing positioning is neither the same as target user positioning nor the same as brand product positioning.

Taking milk powder as an example, the content marketing positioning of this type of product should be targeted at mothers, but its target users are babies. When doing content marketing, overly differentiating the user groups for brand product positioning will often limit the boundaries of marketing and make it impossible to create super topics that can be disseminated across boundaries.

2. Effective “communication” through media

Internet advertising has a wide coverage, strong timeliness, and can be targeted at a certain group of people; the forms of communication are also diverse, including video, graphics, and text.

Because of this, people are falling into more and more traps when it comes to soft-text promotion.

When placing soft articles, we must first be clear that soft article promotion is a long-term and continuous process, and it is impossible to see results immediately like information flow advertising; secondly, we must clearly know the purpose of our own soft article promotion, is it for inclusion, or to directly generate conversions through natural exposure?

Personally, I suggest that soft article promotion can be divided into two lines, one is self-media (free), and the other is paid media. It would be safer to release the same content through two channels at the same time.

Because self-media also has the possibility of being included, and paid media can choose to be 100% included, so there is no need to worry about wasting advertising costs.

Later

1. Freshness promotes growth

In the Internet age, product updates and iterations are very rapid, and Nokia is a typical example.

When a brand enters its mature stage, it is bound to age and decline due to changes in consumption trends, user habits, and strong impact from competing products.

Therefore, many brands choose to create a sense of freshness to keep their brands fresh and capture the minds of users with a brand new attitude.

Take the domestic trend brand Li Ning as an example: at its peak, Li Ning's sales in the domestic sports market once surpassed the German sports brand adidas and was second only to the American sports brand Nike; at its lowest point, it suffered a huge loss of 3 billion and closed 1,821 stores in 2012 alone.

What allowed Li Ning to recover from the trough again was the upgrade of its products.

Li Ning has added many "Chinese characteristics" to its clothing designs. These design elements are not only fashionable, but also ignite the national pride of young consumers, making users pay for Li Ning's nostalgic Chinese style designs.

2. Event Marketing

A famous marketing event is enough to establish a brand.

For example, the catering brand that went viral at the beginning of this year, Lao Xiang Ji, which advocates the idea of ​​"being extremely rustic is trendy": it subverted people's cognition with a simple press conference, attracted users with the "simple" stickiness principle, and awakened readers' memories with the "scene" layout, and finally achieved a viral effect.

Although successful event marketing can bring many benefits, if it is not used properly, it is likely to be in vain.

Whenever people mention Beijing, Shanghai and Guangzhou, they will think of the “Escape from Beijing, Shanghai and Guangzhou” campaign initiated by Xin Shixiang.

In fact, the protagonist of this event marketing should be the event advertiser "Flight Butler", but because the brand's publicity and display were insufficient before, the brand attitude and even the brand image were not fully expressed, and the audience was already unfamiliar with the brand, which resulted in the result of making wedding dresses for "New World".

If "Flight Butler" had promptly utilized the widespread attention generated by the event marketing and established a corresponding series of marketing activities, perhaps there would have been a different result. It's a pity that it missed the best opportunity for serialization of event marketing.

In this era, it is no longer the case that “good wine needs no bush”.

In order to build their brands, many companies are too eager for quick success and want to become popular overnight. However, due to poor product quality, their products quickly turn from being sought-after to being criticized by everyone.

Although there are more and more marketing methods and communication channels now, as time goes by, it is not difficult to find that in the end it is definitely a competition of products.

Otherwise, it will really just be a flash in the pan.

Author: An Weige

Source: Anweige

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