Since Taobao was redesigned and the Weitao section was added, Taobao is not only a shopping platform, but also a "community" with social sharing functions. Taobao has increased its support for content to make traffic more accurate. As sellers, what we need to do is to make full use of Weitao and produce better content, so that users stay longer and the conversion rate is higher!

Taobao content operations include pictures, text, videos, live broadcasts and other content. Through these media, sellers can display products more intuitively. High-quality content marketing can make buyers want to buy and stimulate consumption.

What kind of content should Taobao content operators publish? First, you need to identify your target customers and determine the direction of your content.

For example: in the fitness category of fitness products, you can look for fitness content. It is best to publish the content with KOLs for better results. If you are operating a maternal and child category, you need to stand in the mother's position and think about what content to publish that will more easily resonate with buyers, such as the video released by Anta in the picture above.

It is recommended that in the early stage, you can take a look at the content operations of brand stores and how they conduct marketing.

In addition to publishing product content, you can also find relevant excellent content on the Internet to publish (pay attention to copyright infringement issues and make sure you can reprint it first), which can be hot topics, chicken soup, beautiful picture sharing, etc.

Don’t think that this is a simple copy and paste job. After finding suitable high-quality content, you need to do some basic processing on it, especially the title and copy content. For example, news-style content is definitely not suitable for Weitao. Shopping should be easy and enjoyable, so it must conform to the basic tone of the platform.

If you are not good at this, you can try live streaming, or directly ask experts for recommendations. The conversion rate will be relatively better, but the cost will also be relatively higher.

If you do the live broadcast yourself, and if the new store does not have any novel gimmicks, you may only be able to engage in price wars in the early stages and earn hard-earned money. However, if the product quality is good and the price-performance ratio is high enough, the effect will not be bad.

The frequency of content publishing is generally around 3 times a day. If the frequency is too high, it will affect the customer experience and the user will be unfollowed.

The publishing time is generally 7:00-9:00 in the morning, 11:00-13:00 in the afternoon, 17:00-19:00 in the afternoon, and 21:00-23:00 in the evening, which is basically before work, during lunch, just after get off work, and before going to bed.

Secondly, after publishing the content, you cannot just ignore it, you need to test it. After all, different products target different customers, so naturally the customer habits will also be different.

By selecting different time push notifications and observing the data, you can understand the user's reading habits. Push notifications at the right time can get accurate data.

Finally, let’s summarize the main tasks of content operation:

Choose quality content

• Channels corresponding to products

• Promote the timeliness of content (don’t publish outdated content)

• Consider whether the channel covers the push object

• Channels chosen by competitors

• Historical push effect data

• Channels involved in user interest points (see which traffic port customers like to enter from)

Writing copy

• Write a good copy (close to the consumer psychology of the customer base)

• Simple and interesting, easy to remember and can form an impression

• The scene atmosphere that matches the product

• The origin of content creation comes from the product, and the final goal is also the product. Write corresponding copy based on the product attributes and characteristics

Write a good copy

• Understand the customer base of the product (directly reach the point of interest)

• Accurately express the buyer’s pain points

• Learn about products and events

• Practice more, read the copywriting of excellent sellers, and imitate them

Content operations mainly rely on pictures, texts, videos, and live broadcasts to stimulate customer needs in order to achieve the purpose of transactions, and this aspect is the key to content marketing. Therefore, we need to take it seriously, master the image design and optimization techniques, write attractive and heartfelt copy, and naturally grasp the trend of content marketing.

Author: Jinshengchang Culture Source: Jinshengchang Culture