How to create explosive and screen-sweeping content marketing?

As online marketing becomes more mobile, traffic acquisition becomes more difficult, and the Matthew effect becomes more obvious, the call for content to be king has come into everyone's view.

Research shows that 91% of B2B marketers use content marketing , 86% of B2C marketers use content marketing, marketers spend an average of 25% or more of their budget on content marketing, and 78% of chief marketing officers (CMOs) believe that content marketing is the future development trend.

The concept of content marketing originated in an era when the Internet and various information technologies are more developed, and it is an inevitable direction under the wave of traditional marketing upgrades .

"Brand bombing" and "product bombing" are common tactics in traditional marketing. For example, the slogan bombardment of Six Walnuts and Xiangpiaopiao, which constantly repeats the brand/product, successfully makes you remember them. Different from traditional marketing that directly displays products and repeats brands, content marketing first provides solutions to help users solve practical problems and cultivate user trust. Therefore, "solutions" and "products" in content marketing are not separated.

Based on this change, the products created by content marketing have the characteristics of high added value, high competition threshold and high user stickiness. Products created by traditional marketing are relatively simple, and users can only identify products through their brands.

Secondly, due to changes in shopping scenarios, traditional marketing often prefers price wars, while content marketing likes to convey the unique value of products to users. In the new shopping scenario, content marketing can better attract users' attention through interesting titles, and then through scene building, strengthen users' attention to product value, weaken users' attention to price, and encourage them to make emotional consumption.

Content marketing is an important means for brands to acquire, compete for and maintain customers in the Internet era. Before the product enters the customer's mind, high-quality content has already penetrated into the various relationship circles of the customer and has been displayed in an interesting and personalized way on various digital media.

Content marketing is an important foundation and adhesive for building brand communities, and high-quality content is also one of the important driving forces for building brand communities. Customers and external stakeholders will join brand communities for economic, social and self-interest reasons, so in the Internet era, brand content productivity will be an essential element in establishing brand market competitiveness.

Under traditional methods, marketing's demand for content is relatively simple, mainly including brand capabilities, product advantages and other aspects, and these contents are centered around the brand's own situation. In the Internet age, as the development of technology has stimulated the awakening of self-awareness among mass consumers, the focus of content has shifted from the brand itself to the consumers themselves. The content that users need and produce to drive consumption behavior today is far more than before, which requires brands to tailor their products for consumers based on their needs.

Therefore, it has almost become a consensus among marketers to create more vertical circles and build different content strategies. Insight into the user needs of different groups before planning a plan is a prerequisite. After all, not every circle of users is suitable for a specific strategy. But this does not mean that there are no rules to follow for hot-selling content marketing. Excellent content marketing still has some commonalities, and on this basis it can be refined based on different user groups to achieve widespread dissemination and efficient conversion.

Value point of view: Emphasize unique value point of view and generate emotional resonance .

Different from " practical value " , the value here refers more to establishing and promoting unique value propositions, creating strong resonance with the audience, and impressing potential customers by evoking emotional responses.

As Philip Kotler mentioned in his book "Marketing Revolution 3.0 ", marketers should not view customers as merely transaction objects as in the past, but as complete individuals with independent thoughts and souls.

This is also the reason why content marketing has become so unprecedentedly important at the moment - consumers' attention has increasingly shifted from the functional value and rational value of the brand to the emotional value and spiritual appeal of the brand.

The future of online marketing belongs to content marketing, and the essential change in content marketing is to change the logical transposition between products and services and target consumers. In the era of mobile Internet, consumer groups are becoming more mature and rational, consumption structures are being optimized, and consumer self-awareness is rising, shifting from being dominated by brand values ​​to being dominated by consumer values. In other words, whoever can produce high-quality content that resonates with consumers will control the future of content marketing. In the past, “whoever controls the channels controls the world”, but in the future, “whoever controls the consumers controls the world”.

Social value: The perceived social value that a brand can create.

The keywords here are usually linked to public welfare, charity, environmental protection, human rights, etc. They are often topics that can easily cause social effects or promote the brand's social views, and can touch on content that is widely concerned and controversial in society.

Mark Goldbeck concluded in his book : A brand image that is committed to responding to public interest demands, benefiting the world and assuming social responsibilities, while always upholding justice in the process of marketing and participating in competition will be particularly favored by the public. This is also the reason why we see more and more brands mentioning keywords such as " sustainable development ", " social responsibility ", " green " and "human rights" .

Therefore, Chanel declared a "Feminist Carnival" at the Paris Fashion Week's spring and summer show and held a feminist parade at the show. Models including popular supermodels Cara, Liu Wen, Sun Feifei, Kendall Jenner all held up signs and shouted, and the slogans in their hands read: "History is her story", "Fashion, not war", "Ladies first", "Own your own style". The whole audience was boiling for a while, and all the photographers' films were dedicated to this historic moment. After this campaign, Chanel's voice on social media has become increasingly powerful and it has also gained support from many women.

· Situational interaction: interactive experience design based on specific scenarios.

Contextual interaction refers to breaking the limitations of one-way information transmission by creating effective interactive scenarios, allowing consumers to participate in the content production process through interactive experiences (UGC model), becoming a part of the content and a part of content dissemination. At the same time, in this process, the brand also deepens its image recognition in the minds of consumers.

The "HugMe" vending machine is a fun special event launched by Coca-Cola to celebrate its 125th anniversary , where customers can get a free can of Coke in exchange for a hug. The designer is Ogilvy & Mather Advertising, whose starting point is to convey happiness in an unexpected way through such a simple and warm action. As a result, in less than a day, tens of thousands of videos and pictures about the " Coca-Cola Hug Me Vending Machine " emerged on major social platforms such as Facebook and Twitter , and spread across the screen in a sweeping manner.

· Follow the flow of design : follow the hot spots on social media and drive your own entry.

Hot spot marketing and leveraging marketing are no longer the killer weapons for some brands to carry out marketing. The World Cup, the Olympics, important festivals, celebrity marriages, etc., every hot event will trigger a full-scale carnival on social media including many corporate accounts.

The advantage of following the trend is of course to leverage the power of others, but there are also deep-water areas of blindly following the trend and aesthetic fatigue. Therefore, how to conduct a unique secondary interpretation and derivation of the brand based on the connotation of the hot spot itself is the difficulty and key point of following the trend design.

Durex is recognized as an expert in marketing hot spots . In 2018 alone , from New Year's greetings, Spring Festival Gala programs, entertainment headlines, various festivals, Zhao Liying and Feng Shaofeng's official announcement, Apple conferences, the World Cup, NBA Finals, etc., Durex has presented countless wonderful and classic copywriting cases to the audience. It is precisely because Durex has continuously achieved secondary innovation based on hot events that when hot events occur, people will think of Durex first and look forward to its new ideas. For example, during the Uniqlo incident in Sanlitun, Durex became a hot topic on Weibo because it did not take any special action.

Human nature design: herd effect, scarcity effect, anchoring effect .

The weaknesses of human nature are eternal and unchanging , and this is fair to every marketing operator who does fission. In human nature, please firmly grasp these three effects: the herd effect, the scarcity effect, and the anchoring effect , which are all conversion routines based on marketing psychology.

The herd effect , also known as the bandwagon effect, is to judge whether things are good or bad based on the behavior of others, and then imitate them and decide to develop long-term habits. This is a very normal psychological phenomenon and a rational decision-making method, but it is very easy to be exploited by businesses.

To use the herd effect in offline scenarios, one needs to have a deep understanding of the essence of conformity: following a group that one identifies with. What is behind this essence? Finding an identity, creating a label. Taking advantage of people's search for identity and labels is a common tactic used by marketing experts.

The scarcity effect refers to the phenomenon in consumer psychology that increases consumer behavior by taking advantage of the fact that "people are afraid of losing or not being able to obtain something, and thus have an instinctive desire to possess rare things." In modern society, brands often use this consumer psychology to promote new products and high-end products, and evolve hunger marketing strategies.

An important effect of hunger marketing is that many consumers cannot purchase products immediately but have obtained product information. In other words, consumers need to face the phenomenon of product vacancies and they have no choice but to wait or give up. An effective hunger marketing strategy is to trigger a positive scarcity effect on consumers about the availability of products. Content marketing uses this psychology to increase the difficulty of obtaining products and increase customer anxiety, which can often lead to effective conversions.

The anchoring effect refers to the fact that when people make judgments about someone or something, they are easily influenced by the first impression or the first information, which fixes people's thoughts somewhere like an anchor sinking to the bottom of the sea.

The reason why the anchoring effect works is, first of all, determined by people's physiological memory function, that is, fresh information is more easily archived and deeply remembered by people. Secondly, people's thinking inertia and attention distribution are divergent, and they are too lazy to conduct in-depth analysis. Because the world people face is extremely complex, but energy is scarce, straightforward and interesting content is often more eye-catching, while overly complex content is often filtered out. Based on this effect, creating brand awareness and brand association is more important and can profoundly influence the audience's consumption decisions over a long period of time.

Content marketing has entered a stage of rampant development. In a seemingly prosperous situation, platforms are recruiting in a high-profile manner, the media are promoting it extensively, and self-media are following suit. But in fact, content homogeneity, spam, information explosion, and resource overload are facts. What we care about is how to stick to and break through content marketing.

When content marketing begins to change the landscape of online marketing, making media social, content pan-entertainment, and touchpoints scenario-based, brands can only reach new-age consumers and direct content value toward brand value if they focus on consumers, comprehensively innovate product content, valuable content, and the brand core of social content, and achieve a strong emotional connection with consumers. In this closed loop, emotional connection is the most important function, insight and creativity are core competitiveness, and experience and interaction are the focus.

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Author: Qingfeng

Source: PR Home