How to carry out a successful scenario-based content marketing?

Good copywriting is like a love letter, which makes users fascinated at first glance. Only content that is sufficiently scenario-based can be persuasive enough to impress your target users .

Please think about 3 small questions first

Why do lipstick commercials always show the action of applying lipstick?

Why do condiment advertisements always feature a warm family in the kitchen and on the dining table?

Why do Dove advertisements always feature a couple expressing affection?

Because they are all creating user usage scenarios.

Let’s look at the following two contents first:

A: XXX engine, full-time four-wheel drive, panoramic sunroof, unparalleled driving pleasure...

B: On weekends, I drive it to the suburbs to go camping with my wife and 3-month-old baby. With full-time four-wheel drive, your baby can sleep peacefully no matter how bumpy the car is. My wife looked through the panoramic sunroof and saw the blue sky and light clouds. I want to tell you, husband, today must be Luk Day in our family. Holding the steering wheel, looking at your sleeping baby and your virtuous wife, you feel like the whole world is in your hands.

You will find that compared to content A, content B is more vivid.

Without scenario-based content, no matter how well your product’s selling points are refined, it will be difficult for users to buy into it.

If you are fast, your competitors will be faster than you; if you have good quality, your competitors will be better than you. What you have, your competitors also have, and what you don’t have, your competitors also have.

So, why should users choose you?

Please give a user a reason to choose you first.

A woman went to Uniqlo to shop , found a really nice skirt, and bought it. She can wear it to her boyfriend, to a party next week, to show off to her colleagues, or as a birthday present for her sister.

Please remember that what she bought was not just the skirt itself, but the emotions, scenes and values ​​attached to the skirt . If no one appreciates this skirt when I wear it and I can't show it off, what's the point of this skirt being beautiful? She won't buy it.

Therefore, integrating all product selling points and features into the scene and creating core competitiveness through scene differentiation is your magic weapon to impress users. The more detailed the scene, the easier it is to create a sense of picture. Once the user creates a sense of picture and starts to associate, dopamine begins to be secreted in the brain. It's easy to be drawn into the scene you create and develop an urge to consume.

So how do you find the right scene? (The following uses four categories of products: IELTS training, beauty, K12, and automobiles as examples)

First, break down your target users based on your product.

Then analyze potential needs based on target users

Finally, possible scenarios are deduced based on potential needs

Please refer to the following flowchart

Finally, you have to think about which scenarios really exist and which ones are just your wishful thinking. The user identity roles are different in different scenarios, which leads to different needs.

It is recommended to use AB testing for screening, for example: the same channel , the same type of users, use different scenarios to describe. This way you can continuously iterate your scenarios based on the test results until you find the most suitable scenario.

As long as the scenario-based content is described clearly enough, it can capture the user's pain points and needs. This can stimulate the user's potential needs to a great extent, allowing the user to make a series of changes from "I don't need it" to "I may need it" and then to "I may really need it".

Author: Scrambled Eggs with Tomatoes, authorized to be published by Qinggua Media.

Source: Scrambled Eggs with Tomatoes