How to set up a content marketer's account in Zhihu?

Playing with people's design can greatly reduce the difficulty of content marketing This is the consensus of the content marketing industry in Zhihu, but few brands have their own content matrix in the knowledge community. How to do well and how to start has become the first threshold for many people who want to be content marketing brands. Next, we will disassemble the personal accounts that are common in Zhihu, and show the establishment process and gameplay of conventional personal accounts, so as to solve the problem of establishing personal accounts and optimize accounts. I suggest you like the collection before reading it ~ 1. What are the forms of content marketing accounts in Zhihu? Organization number: officially certified enterprise account with brand attribute and endorsement. It has the right to speak in the vertical field, and because of its professionalism and the identity of industry practitioners, it is more trusted by users at the professional level. PU account: PowerUser, equivalent to KOL, has a certain number of fans and account weight. Because it is closer to the user group at the marketing level and has no affiliation with the brand, it is more free to express opinions. In terms of purchase guidance, it is more trusted by users: most accounts from the community and returning to the community are community users without other attributes, and their professionalism and community weight are not high, but based on users, even one of them, they resonate with users through experience sharing. You can gain the trust of users. Second, the significance of setting accounts according to people (amateur accounts) The reason why personal accounts are used in content marketing is because it can not only better fit the products, but also achieve the effect of customizing the products, which is also helpful in public opinion, transformation and acceptability, and can effectively protect the brand in all aspects of content promotion. Public opinion control: Based on the community attribute of Zhihu, users themselves have high independence and thinking habits, so conventional and blunt marketing content is difficult to impress community users in Zhihu, and even often stands on the opposite side of users. In this case, the risk of public opinion will be great, not to mention the transformation and promotion effect of the back end. Content marketing brought by people establishing accounts will be more vivid in perception and more like a real person to users, thus reducing their resistance to advertisements, effectively easing the relationship between users and marketing and reducing the risk of public opinion. Enhance perception: Compared with dry and blunt marketing words, the content under people's account is based on vivid stories or personal experiences or industry knowledge, which can greatly enhance users' perception, thus effectively ensuring users' reading integrity of marketing content, reducing the loss of users' front-end, ensuring sufficient traffic and people can achieve the degree of transformation to gain trust: for users, on the basis of pain points, express their demands to obtain solutions. If they can adapt to the brand products in the process, the transformation will be completed. However, due to a large number of brands distorting user needs in disguise in order to achieve transformation, user trust is greatly reduced. One of the advantages of establishing an account is that it is based on users, and naturally it can gain the trust of users, thus ensuring the transformation of the back-end from the beginning. Third, establish a personal account dry goods evaluation: the person who is most suitable for the needs of users and directly participates in the user's consumption decision. The content of the evaluation direction itself is most suitable for the essence of marketing. On this basis, with the staffing of dry goods evaluation, users can be better screened and their effectiveness can be improved in the process of user screening. For example, users who need hair growth products have a very strong desire to transform themselves. When browsing the community, they have a high degree of understanding of the evaluation account itself, especially the content itself is very accurate and painful. Under this dual marketing attack, users will easily enter the closed loop of content marketing, thus promoting transformation. For brands with high conversion or strong marketing nature, it is very suitable for the design of evaluators. Experience Amateur: It is most suitable for user groups, and draws closer to users through resonance. Amateur is a new way of people, jumping out of the circle of professionals or evaluators and starting from the user group. The significance of human settings is not necessarily the need to help users understand and solve problems. For users, they want a solution to the pain point. Therefore, the biggest advantage of amateur accounts is to resonate with users. The most intuitive performance is "I don't necessarily need to know how to solve the problem, but I have had the same problem." Such a personal perspective is more likely to gain the trust of users, which will greatly promote the guidance of users. For industries that need public opinion control or low output threshold, it is very suitable to use experienced amateurs. Professionals: highlight professionalism by showing the staffing of employees. The core elements of high conversion greatly improve the secondary conversion efficiency of content marketing. For unfamiliar products, users themselves, even the most vertical group, often tend to be insiders or people who understand while browsing the content because of the lack of certain basic cognition and understanding of the product. For users, the experience of other users can be used as a reference, but due to lack of professionalism, the overall credibility is still low. At this time, for users, it is even more necessary for people with professional knowledge or direct practitioners to guide.