Marketing promotion: 10 tips for content marketing!

In the era of mobile Internet with information explosion, people's trust in information has decreased and people's average attention has become increasingly scarce. What kind of method can win everyone's attention?

When the initiative of information creation and reception is gradually handed over to users, how to impress users with "a good story" becomes the focus of corporate marketing. It can be said that we have entered an era where "content is king". Many companies have gradually realized the importance of content and have invested a lot of time and resources in content marketing. But the results are often unsatisfactory. How to do good content marketing?

I once saw an interesting saying: All the ways to make a lot of money quickly are written in the Criminal Law.

I even bought a book called "General Theory of Criminal Law" and after flipping through it, I found that it was indeed full of good ways to make money, but if you do it it would be breaking the law, so you definitely shouldn't do it.

So, what should you do if you want to make a lot of money without breaking the law? I think it’s about three things: follow the trend, find the right opportunity, and do it the right way.

Opportunity, I believe you have the best opportunity in your hands. What about the general trend and methods?

01. Changes in the general environment

Change 1: A new period of social class reshuffle

What we are in now is actually called circle economy. We can only meet the very high demands of a small number of people, and it is difficult to meet the demands of everyone.

Why was Jiang Xiaobai born in this era? It is because of the existence of circle economy. People who love me love me to death, and people who hate me may not drink my wine, and what I want to do is to make that part of my users happy.

In the future, circle economy will give rise to more brands that conduct very detailed research on vertical market segments, and this is where their opportunity lies.

Change 2: The spring of offline stores is back

In the past, I went to Walmart to buy things, went to Wanda to watch movies, and went to Quanjude to eat.

But there may be completely new business models in the future, changing from functional division to population division, such as urban white-collar elites going to Hema Fresh. Now Hema is becoming less and less like a supermarket. It has a gym, a small cinema, and co-work and we-work options.

Change 3: From making consumers loyal to you to being loyal to consumers

Focus less on benchmarking with competitors and more on associating with customers.

The benchmark will become crooked if you keep comparing it with it, because it will die earlier than you. The ones who stole the wallet were actually Internet companies, WeChat and Alipay. The person who killed you has no idea where he is.

So, please your customers more.

In the past, we had to communicate with customers and convey our information to them. Not anymore, they are our fans and good friends, and we want to play together.

Change 4: China is systematically building global influence

This cannot be stopped in any way. Whoever can carry the national banner in China and remain the best in the industry will be voted for with the money in their pockets.

Change 5: National consciousness and cultural confidence bring about awakening of purchasing power

Whether it is the movie that grossed 5.6 billion yuan or the various domestic products recently, if everyone can feel that it is a representative brand of China, they will like them more and more.

Change 6: In the new media era, the first battle is the decisive battle

While you are trying, others are all in. Sometimes you really need the courage to burn your boats. It has no effect when your input does not exceed the marginal cost.

02. Content Marketing Methodology

Content is my specialty. So today I will talk about 10 methodologies of content marketing:

1. Tree concept

(1) Find the differences

Best strategy: discover differences in patterns

Case 1: NetEase Cloud Music

All previous music apps in China had only one competitive dimension, which was the size of the music library. NetEase Cloud Music introduces a new dimension - emotion. There are heartbreaking comments under every song and countless stories about broken love.

Case 2: Cute Bear Home Appliances

This district-level enterprise under the prefecture-level city of Shunde has recently made it into the top 20 independent electrical appliance companies in the country. It has found a whole new selling point. All of its products are cute and have various cartoon characters, meeting the needs of many little girls. It is a very segmented market.

Middle Strategy: Find Differences That Can Be Standardized and Measurable

Case 3: A hotel system

We recently took on a new customer. 90% of the country's five-star hotels use their systems. So the slogan is very simple: 90% of China’s five-star hotels use our products, so who would you choose?

When you choose me, you choose the guarantee of authenticity, the mainstream and positive energy. But if you don’t choose me, you’ll be a mixed bag.

The worst option: the tastiest, most fun, and most stylish

It's useless.

Thinking: Scenarios and Interactions

People with a product mindset like to talk about functions and data, while people with a marketing mindset like to talk about scenarios and interactions.

Xiaomi Snapdragon 850 processor, all girls don’t know what it is. These are the functions and data that people with product thinking like to talk about.

Marketing thinking needs to transform professional language into scenario-based language. Just tell her that it is clear even against the light and it illuminates your beauty, that’s enough!

A new large car from a certain BBA brand is aimed at family use, and they told us that the rear-seat space is 179 liters, which is a big selling point. I have no idea.

Later we said that the mother could stand in the back row and bend over to change the baby's diaper. This is called a scene!

(2) Make analogies

Alfa Romeo says that eating one less pound of crayfish will bring you one step closer to your dream. It doesn’t seem so expensive anymore.

The fragrance of MINISO smells exactly the same as Jo Malone's perfume, and you can't tell the difference in a blind test. One is 1,280 yuan, and the other is 9.9 yuan, why not buy it?

Wellhome charges 7,999 yuan to build a kitchen, and we changed it to an iPhone being equivalent to a new kitchen.

(3) Downgrade

When someone meets our higher needs, someone must meet our more basic needs.

The slogan of Xingkeduo's quick haircut is "No perming, no dyeing, no washing, no card application". There is no Tony teacher or Kevin teacher here.

It was simply a place to get a haircut, but it became extremely popular in Zhongguancun.

(4) Impressions are more important than truth

Sometimes, how others feel about you is more important than who you are.

For example, the word "light". It is not enough to just say that the product is light. Can we talk about the lightness of life? Sometimes we carry too much, so we need to let go and take a trip without any preparation...

We need to elevate the characteristics of the product to the experience of life.

2. Target users

(1) Multi-dimensional: who, where, and what they like

When a person is defined in multiple dimensions, his pain points will be extremely painful and extremely accurate.

“Who is” is called user portrait, “where” is called delivery strategy, and “preferences” are content structure. These three things are very important.

Case: Escape from Beijing, Shanghai and Guangzhou

Who is it? Urban white-collar workers, the target group.

Where is it? I followed Xin Shi Xiang and Mi Meng.

Like? Those boys and girls need to feel very cool, and one of their soul and body must be on the road.

(2) Abandon useless users and focus on super users

In the past, we paid too much attention to potential users, hoping to turn them into ordinary users through the funnel, and then into paying users, repeat users, super users, and loyal users, and finally complete fission and get their friends to buy as well.

But in this day and age, why can’t we just go find other people’s big and medium-sized customers and bring them over?

Case: China Merchants Bank

China Merchants Bank said that VIPs of other banks are VIPs of our bank, and holders of VIP cards of various banks are welcome to enter our VIP lounge to handle business. Direct access.

(3) Everyone thinks they are the center

When Lenovo tells everyone about its selling point of ultra-long standby time of 13 hours, what is Apple doing? In tribute to you behind the Mac, you are the most important.

Because everyone's love for himself is endless.

3. Set up the scene

It is necessary to establish a cognitive connection between the scene and the brand.

(1) Understand the real needs of customers

Many times we don’t understand what our customers’ inner needs are.

Case: An airline company conducts research

Safety is always my top priority when choosing an airline, and it’s the same for everyone. But when you buy an air ticket, you inadvertently ignore safety considerations, and meals, discounts, and points are ranked ahead of it. So this is inaccurate. What we often get is optimized data.

(2) Scenario brands are replacing single product brands

Case: Buyer Store Model

The value of boutique brands will increase dramatically in the future. Yan Jiyou is the Eslite Bookstore of mainland China in my mind. Once you go in, you can buy with your eyes closed, and it will help you choose. I am willing to buy anything as long as it is chosen by Yan Jiyou.

There are more and more such models now, including NetEase Yanxuan and Xiaomi Youpin. But only serve a certain group of people and study the greatest needs of this group of people.

4. Storytelling

(1) Good stories increase brand exposure

Case: What else can you give as a gift after ten years of marriage?

This is a classic case with the highest sales volume among our friends circle, with over 20 million products sold.

Many people have been married for 10 years and still don’t know what to give their wife or husband. My friend often travels to Japan on business. One day he came home feeling particularly tired. He had just taken a shower and was getting ready for bed. Just as he was about to go to bed, his wife gently hugged him from behind and said, "Honey, do you know what day it is today?" There were only two words in his mind: finished.

This incident reminded him deeply that gifts may not be important to men because you have a career, but to your significant other, this may be a comfort in her heart, so don't take it so lightly.

What should I do at this time? He said, "I have selected six products on JD.com, all of which are gifts that can still surprise my wife after 10 years of marriage. I hope they can help everyone a little bit so that you can all spend every anniversary safely."

(2) KOLs are not channels, but story producers

Our own way of thinking is linear and directional. But why can’t we let more people help us write from more perspectives? This is the brain hole.

(3) Interpreting the brand’s worldview through real events

Case: China Mobile

China Mobile has an advertisement that only cost a few hundred thousand to shoot, but the story is very touching and great. There was one time when a shipwreck occurred off the coast of China and all phone calls were unavailable except for China Mobile.

It’s such a simple story, a true story, and true stories are extremely powerful.

(4) What kind of story can keep people engaged throughout the reading?

Reversal is important.

Our mobile phones are too small. If the video only tells one story and there is no change for 1 minute, we will not be able to watch it.

Well, in 2 and a half minutes, we gave it 4 reversals, and it’s hard to even tell who this commercial is for at the beginning. Ultimately, good content should be one that is touching, makes people laugh, and leaves a deep impression.

5. Strong experience

(1) In this era, all companies are gaming companies

Whether it’s showing off the points system, various coupons, or making the waiting time at the entrance of Haidilao very short, etc., they are all gaming experiences.

(2) Continuously lowering the experience threshold

Case: Tencent Smart Beauty

How do we empower 10,000 hair salons? I made an online software that can change hairstyle and hair color at any time, and I edit my photos every day.

Many girls want to try a bun, but they could only imagine it in the past. Now they can try various colors such as purple, pink, and green, and it will also make you look 25% better.

Then I will tell you which hair salons around you can do this, do it exactly the same way, and offer a 20% discount.

(3) A good experience is one that can be shared

To create a share point.

Case 1: Flight records of AirTravel

My personal flight record, 170 or 180 flights every year, is hanging there like a spider web. This is what I am willing to share. I keep this APP in my phone just to show off.

Case 2: LEGO Flagship Store

LEGO asked us how to get more people to post photos of their flagship store? In the past, I gave out coupons, but now my mother doesn’t care about the 10 or 20 yuan.

We hired a professional photographer in each store to capture the moments when mom or dad plays Lego with their children.

You can't get this kind of effect by taking a selfie. Your face is polished so smooth, everything is perfect. Your son is also photoshopped to look really good, and your husband has never been so handsome. Then you can download it by going to the official account. In the lower right corner it says the LEGO China official authorized store, XXX address. No one cut that off, it was sent out as soon as possible.

Reflect on it. Instead of giving you benefits and pushing you forward, it is better to find a better point, such as sharing this matter.

(4) Sense of participation and ritual

Case: Selling purses at the entrance of Wuzhen

We don’t usually have the opportunity to carry a purse around with us, which is strange. But now it allows you to fill in the fragrance of the flowers yourself. This flower means good health for the elderly, that flower means academic progress for children, and there are more than 20 kinds of fragrances.

At this time, you will be very involved and make a completely independent purse that will never be the same again, and give it to your husband, parents, and children to represent your blessings to them.

6. Exposure

Objects, events, and people can all be exposed.

Case: If there is sand in your heart, everywhere is Maldives

Performance artist He Liping took a photo on the streets of Sichuan. The next day, Xinqi Interactive and Tuniu sent him to the Maldives to take a real photo. Later on, many people asked them to take photos with them, and they took photos in this pose.

7. Set IP

It can be an official brand IP or a third-party IP. When it is inconvenient for us to say it ourselves, a third party can say it.

It is very important to choose a good name. My friend's company is called "You're Right." These names come with their own traffic and can be remembered quickly.

A good name in this era should be interesting, insightful, reverse-thinking, and chatty. You can check out the big Vs and these interesting accounts, as well as the comments below them.

Exploring some subcultures and finding some niche groups of people can sometimes play a very important role in increasing the value of a brand.

8. Promote communication

Today’s communication needs to shift from explaining oneself clearly to explaining the industry clearly (To M).

To M's communication must be seen by the industry. To become the leader in the market segment.

Thunder notebook, it is definitely not the leader in China's notebook industry, but it is the leader in China's gaming notebooks.

So you need to change from explaining yourself clearly to explaining the industry clearly. Is there any methodology? Are there any industry guarantees? Are there any future forecasts and data? This is called a white paper. It doesn’t matter if no one watches it. Impression is more important than the truth. Make it an entertaining interpretation.

Case: Amap releases white paper

When Amap and Baidu were competing fiercely, they released a map called the 2016 White Paper on Traffic Analysis Report of Major Chinese Cities. One of the points is extremely interesting. It says that the destinations that Cadillac owners travel to most frequently are bathing and massage places. This caused a huge uproar.

We don’t need to let others know our content, but we need to let others know that we have released a white paper. Because we are the boss, this matter is very important.

9. Build channels

Five directions of China's Internet channels:

First, comprehensive e-commerce and comprehensive media.

Second, products recommended by professional shopping guide platforms and organizations, such as Xiaohongshu, Liwushuo, and What’s Worth Buying.

Third, vertical communities and vertical groups. If you want to attract a lot of mothers to buy, you don’t have to invest in WeChat, you can invest in MamaBang.

Fourth, KOL and internet celebrities.

It depends on his personality and what he can bring to me, and whether he is scarce. Some time ago at the Taobao Maker Festival, there was a sign of the emergence of stereotyped internet celebrities. This person is not good-looking, but has a very deep understanding of a certain content.

A certain internet celebrity has been promoting a set of offline chess games he made for right brain development for children aged 3 to 6. There is also a mother who builds a Lego set with her child every three days. She has been doing this for two years and has built almost all the Lego sets in the world. Now, there are 250,000 to 300,000 mothers waiting for her to build Lego sets every week.

Fifth, direct sales and micro-business system.

10. Heavy Data

When you really decide to invite a spokesperson, it is not a process of making a decision on a whim, but rather you need to analyze who the client is following on the Internet.

summary

The last small topic is what is new media. I just said it was a methodology, but in my mind, new media is more of a world view . It tells us how to interact with our mainstream population and our consumer groups.

To give a small example, 1,000 years ago, our understanding of wine was "Let us drink and sing about the length of life", and 100 years ago, our understanding of wine was "Let us drink a pot of wine to enjoy the rest of our joy, and do not dream of the cold tonight." In today's understanding of wine, ordering a glass of Jiang Xiaobai to toast you is the change of new media.

In the face of change, what opportunities should we seize?

How should we communicate with the mainstream user groups?

How to plan a good content marketing?

Source: Chaos University