How to produce popular content? You need to know these 4 points!

The author of this article analyzes four aspects: product positioning, content positioning, channel positioning, and marketing trend positioning, and tells everyone how to produce explosive content.

I have been doing some Taobao content operations recently and wrote down some of my thoughts to share with you.

Good content and good channels are like the daily necessities of life. If one of them is missing, the content will be tasteless. No one will read the content, no matter how good it is. It is useless except for moving oneself. However, with the addition of the channel as a magic mirror, the true colors of low-quality content will be revealed immediately.

How to produce popular content and how to correctly grasp "a little" and "appropriate amount" are the yardsticks of content production capabilities. If you do it well, you will soar to success; if you do it badly, it doesn’t matter, just try again.

1. Product Positioning

What is my product? Only by understanding the product can you understand the users. Only by hitting one "enemy" with one bullet can you maximize conversion efficiency and reduce costs.

How to learn about the product? To understand a product, you need not only to understand the product itself, but also to understand the consumer psychology, that is, what do consumers care about?

For example: for beef, in addition to knowing whether your piece of meat is top roast or eye steak, they also want to know whether the cow is from Australia or America, and whether it is grass-fed or grain-fed.

So, when we talk about understanding a product, we mean having a correct interpretation of the product in multiple dimensions.

Let's continue with the beef analogy. I am now promoting grass-fed beef from Argentina. I have to estimate that my target audience is relatively high-income people who have certain demands for life and healthy diet, and even have a bit of petty bourgeoisie.

So when I create my own products, in addition to the multi-dimensional interpretation of the products, the product packaging must have a certain product tone and a sense of refinement that is consistent with the product characteristics.

Having a good product is the top priority. It is necessary to let consumers who are interested in your product know why it is good. You should know how to explore the selling points and essence of the product based on consumer demand, and know how to package the product based on the existing selling points and essence.

Is product positioning over? Obviously not. Such positioning will only make you more clearly aware that your product is just one of thousands of products without personalization, and may make you more desperate to find your own selling point.

So next we will talk about differentiated positioning in product positioning, which can also be called competitive vacuum zone positioning .

There is a pile of coins laid out flat, including 100 1 yuan notes, one 10 cents note and one 50 cents note. Which one can you find first, the 10 cents note or the 50 cents note?

It’s obvious: You see, even 50 cents is trying so hard to differentiate itself among coins, so why shouldn’t our products be the same?

The above example just wants to illustrate that homogeneous products are not competitive. Only by highlighting your own differences can your product be discovered by consumers at first sight.

So where is the differentiation? In the vacuum of competitors.

You must fully explore the product features that competitors have not yet discovered, and amplify them, penetrate them into the minds of consumers, and make them the equivalent of this concept. Only in this way can your product have a chance to break through in the market. Otherwise, it will become a buried object like the "1 cent".

Recent examples are car-sharing - Didi ; bike-sharing - Mobike , ofo; cola - Coca-Cola , Pepsi .

When a concept is spoken out, can you immediately name other products in this field besides the ones you can instantly name? It's difficult.

2. Content Positioning

How to produce good content? To borrow an old saying, there are a thousand Hamlets for a thousand readers.

The quality of content cannot be judged based on personal subjective judgment. We should rely more on the target groups, scenarios, channels and competitive product characteristics to determine the positioning of the content.

Before we put pen to paper, the first thing we need to consider is who is the target audience of our product? Born in 90s? Those born in the 90s who already have a family or those born in the 90s who already have children? In what scenarios will they use our products? kitchen? living room? In addition to the demand for the product itself, what additional demands do they have? Safety? Easy to store?

After determining the above points, our article has a general direction. For example, our target group is the post-90s generation who are married and have a child. The prominent features of our product should be safety and easy storage. The writing style should be as relaxed and interesting as possible, without being old-fashioned, and looking for resonance points among the post-90s generation (movies? Childhood?).

With product positioning, target groups and application scenarios determined, an article is ready to be published. But it’s still a little short of becoming a hit, which I’ll explain next.

3. Channel Positioning

How to find the channel that suits you. To borrow an old saying, a forced melon is not sweet. Many people would think that it doesn’t matter whether the cat is black or white, as long as it can catch mice, it is a good cat.

In fact, this is not the case. Originally, this white cat could catch 10 mice, but it is very likely that due to choosing the wrong channel, it only caught 5 in the end. Not only did the cost increase, but the cat was also exhausted and finally said that content marketing was nonsense. Who is talking bullshit anyway? Self-explanatory.

Let’s look at channels again. To give a simple example, why does a bullet jam? When the bullet was fired, due to the lack of precision in the mechanical structure, the channel that could have smoothly fired the bullet became physically narrowed, and the bullet got stuck!

In fact, this reflects a simple truth, the importance of matching.

Back to the issue we are discussing, to find a good channel you must first understand the channel, and to understand the channel you need to know what the general user profile of this channel is.

To give another example, I want to promote a mechanical keyboard. According to market feedback, the user group that purchases mechanical keyboards is mostly male, aged 20 to 35, from first- and second-tier cities, and employees of Internet companies. How do I choose a channel? You can’t invest in maternal and child channels!

At this time, we need to list which channels can maximize the coverage of the target population corresponding to our products, is it the equipment world or the technological frontier (just two examples, there are actually more channels)?

How do we choose without overall channel data?

Two methods:

1. One is to directly find an agency to choose from (this method is relatively simple and direct, so we will not discuss it further);
2. Another is to research channel articles and products.

Every half an hour, randomly refresh the channel homepage (in order to eliminate the interference of thousands of people, it is recommended to find several accounts), count the articles and the products that appear in the articles, and analyze the probability of overlap with your own products for the products that appear on the homepage. After analyzing several channels, the higher the probability of overlap, the more suitable the channel is for your product launch.

Of course, another suggestion is to look at the reading volume. If you are looking for an agency to place an advertisement, it is also very important to look at the reading volume data and find channels that meet the budget requirements.

4. Marketing Trend Positioning

A blind cat catching a dead mouse generally means good luck, but it also represents a phenomenon that your success this time cannot be replicated.

We say that an excellent plan can not only make a marketing campaign successful, but it can also be replicated to make other product marketing successful. It is obviously not a "blind cat" solution.

Why do some contents seem bland but have amazing explosive power? Is this a coincidence or a system bug?

Existence is reasonable. Any phenomenon that can occur must have its analytical value and source.

What content is the brand promoting? Where are the social (Taobao) hot spots? While others are blindly thinking about content, grasping the platform operation (marketing trends) and leveraging the platform's promotional resources is a way to achieve twice the result with half the effort.

How to catch this trend? Need to use connections and find resources? There are two simple ways to locate, one is hotspot, the other is data analysis tools .

1. Trend Positioning Hotspots

Hot topics are divided into social news hot topics and Taobao hot topics.

There is no need to say much about hot social news. Celebrities, movies, sports, etc., anything with a certain degree of popularity must have its audience. If you can seize the opportunity and produce content in a way that does not appear abrupt and the content can hold up to such hot topics, an article with a high probability of being recommended on the homepage will be created!

But I have to pour a bucket of cold water on you. Nowadays, anyone who creates content will definitely follow social hot topics, so when you pick up the pen to write about a certain hot topic, you have already pushed your content into the abyss.

Although there are many articles about Taobao hot topics, if they are written in depth and well, the probability of them appearing on the homepage for recommendation is still much higher than if they are written about social hot topics.

For example, for news generated at several important nodes of Taobao , it is best to write about a certain type of product under the marketing trend. Take the recent 618 and crayfish news. You wrote these articles in line with Taobao’s content promotion trend, saving the event operators from having to go to great lengths to commission articles, allowing the platform to naturally present a "boosting" atmosphere and achieving a win-win situation for all parties.

This is just an example. We still need to be able to apply what we have learned to other situations.

2. Trend Positioning Tools

Talking about tools is actually a way to follow hot topics, but relatively speaking it requires certain data analysis and translation capabilities, so there may be fewer people who can operate it.

The tool here does not analyze hot search words, but analyzes hot trends. In our case, we use existing platforms to search for hot trends that are suitable for content writing.

This is more suitable for the following scenarios:

1. The hotspot has not yet erupted on a large scale, but the trend shows that there is a tendency for an outbreak;
2. It is definitely impossible to catch up with the big hot spots, but is it possible to catch up with the small hot spots?

Please refer to the user guides of major platforms for how to use the tools. Here are some recommended website platforms for viewing hot trends:

• Weibo: Micro Index (http://data.weibo.com/index)
• Baidu: Baidu Index (http://index.baidu.com/)
• Sogou : Sogou Index (including WeChat Index ) (http://zhishu.sogou.com/)

By using tools rationally and observing keywords in several product feature areas over a long period of time, you will gain huge lead time and vacuum marketing space in content production and marketing.

Ending:

The above examples are only for practical reference. The content of each product and each article is more or less similar, and you need to be able to draw inferences from one example, but the essence will not be too different.

Here is a formula for producing hit content as a summary of the article:

Differentiated selling points + good content + good channels + leveraging brand promotion + leveraging operational trends = hot content + high conversion

Source: Male No. 2