The purpose of studying content marketing

What is content marketing? What's the purpose?

Think before reading the article:

What is content marketing?

How to guide users' needs?

What direction should the content choose?

What is content marketing?

1. Definition of content marketing

The way to promote the realization of business goals with content is called content marketing. In other words, marketing that is not result-oriented is hooliganism.

Content marketing includes two words: content and marketing.

The indirect purpose of marketing is also for its direct purpose. Many times, marketing is to arouse the needs of others, which is called indirect purpose. The indirect purpose is more publicity and popularization, in other words, to make people have the impulse and demand to buy products.

The direct purpose is to directly promote purchases, that is, to generate sales leads or to form a fan community through content.

2. The difference between content marketing and traditional public relations

Difference 1: traditional public relations is more from the perspective of corporate propaganda, with the aim of making money; Content marketing is more about considering content from the perspective of readers.

Difference 2: traditional public relations often sells products and sells products; Content marketing is to let customers take the initiative to come to the door.

Difference 3: the commercial purpose of traditional public relations is obvious; Content marketing is obscure, and it is difficult to see business goals from content or in the short term.

Around the content, there are content selection, content form, content collection and so on; Around marketing, there are demand guidance, sales leads, reader community, marketing technology and so on.

Demand guidance

Demand guidance can also be called guiding demand. Many consumers may not know what they want, so we should use content to stimulate their needs, so we must ask customers.

Be sure to ask customers what they want and be a second-rate marketer; First-class marketers directly design customers' needs regardless of what they want.

Marketing education and product promotion are two completely different concepts.

Product promotion is to impress customers who have clearly understood their pain points; Market education is to help customers understand their pain points and stimulate demand.

For example, a plastic company in Sweden produces an antibacterial plastic: it is made of thermosetting resin and will harden when heated. At present, this plastic has several major uses: the switch of hospital lights, the switch of elevators, and the toilet seat of public toilets.

Plastics in these places are the company's main target market. First of all, a lot of propaganda articles have been published in many daily health magazines to make people notice that there are so many bacteria around them. In this case, there is a potential market demand for antibacterial plastics, and then the authoritative endorsement is made, and then the products are listed very smoothly.

What is a very important part in this marketing? It's content. Therefore, content marketing is the marketing of content generation.

Many B2B companies sometimes go in the direction of B2C, and let C affect B in turn.

Intel is also a very important example. As a B2B company, Intel should have sold its products to Lenovo or Dell, but made them directly to consumers, making all consumers think that computers with Intel chips are good computers.

In this case, companies like Lenovo, Dell and Hewlett-Packard were kidnapped. This is B2B2C, which in turn leads the demand from C to B..

Sales leads

1. Generation of marketing leads

Content marketing must take sales leads as the direction, so how does content generate sales leads? There are three ways: the first is to generate sales leads from dry goods; The second is that neutral content generates sales leads; The third is that excellent cases generate sales leads.

As for the means of sales leads, first, we must consider data capture, second, we must consider stimulating clicks, and third, we must consider retaining data, which is sales leads.

How to determine sales leads? Every company is different. Generally speaking, customers are interested in a certain content and leave contact information, which is called a sales lead.

2. Method of generating sales leads

A. White paper

Cisco is a very good company to make white papers at present. With the help of the white paper, many industries have been guided, such as the trend of digitalization in the workplace. If you try to download the content of the five elements of digital workplace, you need to leave your contact information, which is a very good way.

This allows engineers who really understand dry goods, or CIO and CTO, to leave their contact information while reading these contents, which is a successful sales lead.

When pushing, there is a trick. When Cisco pushes, it always only pushes the first paragraph, and only exposes the essence of the white paper in an email. There is a big button below for you to download for free. Contact information must be filled in when downloading.

B.wechat

Wechat mainly obtains sales leads by reading the original text.

Click to read the original text, and the article will jump to another server for reading, so your data will stay on his server. Further, if someone binds the WeChat name to the real name, for example, through member registration and member sign-in, the customer's real name can be obtained.

C. Mail marketing

Mail marketing is also a good way to induce sales leads. Use dry goods, neutral content and cases to induce others to click and download, and at the same time leave contact information.

Content shapes community

1. Content is the best way to shape the community.

I think content is the best way to shape the community, which can be realized remotely, saving time and effort. If you want content, you must think about the crowd first, that is, decide the crowd first, and then choose content according to the crowd.

2.2' s misunderstanding. B2B enterprise's own media

It is wrong to limit the content and expect the result. It is impossible to stipulate that the content is to talk about PetroChina every day, and at the same time expect fans to grow at a rate of 30% every day.

The idea of content marketing is to gather people, which is its only assessment goal.

Reflections on enterprise newspaper. Corporate propaganda is submitted to others, looked at it, and asked him to spend money on it. It is impossible for him to order it. However, 98% of enterprises in commercial real estate are using the idea of enterprise newspaper.

Reflections on professional media. One of the main ways to make money from real estate services is to provide advice and suggestions to owners and developers. Ruiyide is a real estate business magazine, which has made its own number the media of real estate business.

Technical support content marketing

1. Content marketing technology: data tracking and crowd portrait

Content-related technology includes two pieces, and crowd portrait is the largest piece. But in order to realize crowd portrait, data tracking is needed.

The concept of crowd portrait is to continuously gather reading data according to readers' reading habits, form labels, judge users' preferences and judge users' preferences for products. Then do precise marketing according to these.

Portrait principle: make a label for each content; Every time a reader reads a piece of content, he must make a label; At the same time, we must constantly get his real name; Track every behavior on WeChat; Integrate all data sources and conduct personalized analysis for all readers.

Implementation method: firstly, a label system should be formed, and secondly, a micro-site should be established based on WeChat. Be sure to direct users to your own server, and then track users' reading.

2. Fans with different activities and different stimulation strategies.

Some fans are very inactive and some are very active. With the development of marketing automation, you can push different content to different fans and realize personalized push.

Fans with low activity can send eggs and gifts to stimulate activity; Inactive customers should also be analyzed. Moderately active fans, the strategy of keeping normal.

Highly active fans can become opinion leaders.

If he likes forwarding, then do some article interviews with him; The other is to find a way to bind the identity, try to induce the user's * *, and be a member center. There are many ways to stimulate everyone to become a member, such as winning a prize, sending a 99 yuan coffee gift box if you register, and sending it away if you register; There are also exclusive benefits for members. For example, some special meetings can only be attended by members, such as the White Paper on New Trends of Color Development in Coatings Industry, which can only be downloaded by members.

Put the user population in four quadrants. Active customers are not made by the marketing department, but by the sales department. Then draw some people, such as active non-customers, which is something that the marketing department will follow up, because this group may become customers soon.

In this way, you can push different articles for different people and make different replies.

3. Future challenges of content+technology

The first is the establishment of the labeling system.

The second is the scoring algorithm.

The third is the establishment of the model.

The fourth is the behavior after labeling.

For example, a user goes to the gym every week, likes to watch Weibo and attend your three seminars. What does this mean? This is also a concrete analysis of each industry, and it is an analytical behavior.

The fifth is the data association of fans on multiple platforms.

Content selection

1. Content selection direction

The content goes to two extremes, the first is extremely dry goods, and the second is extremely relaxed.

The first category is expected dry goods. This is the general trend at present. Engineers will pursue dry goods.

The second kind is simple and interesting. Some users are not real fans, but are willing to watch light and interesting content, and absorb some knowledge you output in the process. According to statistics, more than 50% people actually use social media for entertainment.

So extreme dry goods, such as technology blogs, are still useful? Many people think that blogs are dead, but blogs are not. In the field of extremely professional industry segmentation, technology blogs play the role of "opinion leader shaper".

2. Visual content can improve readability.

At present, there are two kinds of visual content, one is comics and the other is infographic. Cartoons are easier to understand quickly, and of course they also have funny effects; When there are many numbers, the infographic can make everyone see at a glance.

Nowadays, many of the hottest WeChat article titles are called what a picture can read, which is actually an infographic.

3. Find the content balance point

You can't just say what you want to say, and you can't forget the target customers.

Content form and content collection

1. Content form

Multi-channel use of the same content. The content has different forms of expression and should be decided according to different channels. It can be used in websites, emails, Weibo, WeChat and other multimedia.

How to make the content more interesting? In fact, it is very simple, and it can be done well with PPT+ animation.

When making popular science videos, we must consider the spread of the virus. A few years ago, there was a classic case called a day made of glass, which was made by Corning Company. This is an award-winning case of B2B industry in 2065438+00, and now it has tens of millions of hits.

Press release+search. Press releases are also very helpful in generating sales leads.

We did an article called "Solvi passed the biocompatibility test in China", which is a very strong plastic and can be implanted into human body as an artificial joint. After the publicity of this press release, five high-quality sales leads were finally obtained, because people's trust in products was improved.

2. Content collection

Seize every opportunity to create content. We should have the concept of a central kitchen with content, and each marketing department is actually a central kitchen with content. Many companies say that they have no content, but there are many opportunities to create content.

Forum. For example, if you are a forum, you have natural intellectual property rights. You don't even have to make content, you just have to make a platform, and you will have a steady stream of content.

Corporate speech. Everything the boss says can be recorded, which is an inexhaustible database.

Contributions of employees and customers. Every enterprise has employees, and employees are actually content producers. Wake up the employees.

Content from users. For example, in a bank, just keep interviewing bank financiers and your customers.

External writer. External authors can do many things for you.

Reprint summary. Reprint it if it really doesn't work. A little smarter than reprinting is called summarization, such as combining three articles into one.

Of all the ways, there is always one that suits you. Keep opening your mind and creating new channels, and there will always be ways to realize your content generation mechanism.

These are all content marketing.

Finally, to sum up, content marketing is to do content-driven business goals, not content, so it must be driven and have business goals. Use business goals to determine content.

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