In the content operation of private domain operations, many of the "products, channels, prices, and promotions" in traditional 4P marketing are separated. The brand department, marketing department, and sales department even belong to different companies.

But in private domain operations, the business model is only simplified into "supply", "demand" and the "link" in the middle.

Links have integrated channels, promotions, brands and even customer relationships.

Content operations are responsible for the important and main work of “linking” supply and demand.

In private domain operations in the decentralized era, content is marketing, which not only spreads value but also creates value, and also manages customer relationships.

At the same time, content is no longer simply exposed, but the motivation and material content operation that drives users to participate in corporate actions is based on the "product value proposition (product and market matching)" recognized by the market, and content operation also relies on customers.

Tags and customer stratification, as well as various digital touch points, can push the content that customers need to customers at the right time.

1. The value of content operation: Content operation serves the strategic goals of the enterprise.

Content operations run through the entire customer life cycle, and are deeply involved in every link from new acquisitions, conversions, repurchases, word-of-mouth, and referrals.

In the process of attracting new users and converting, one of the purposes of content is to plant grass, arouse attention and interest, stimulate demand, and call for purchase. The content is more reflected in: arousing interest, establishing recognition and trust, generating attention, triggering behavior, and in the process of using the product.

In the retention process: content serves as customer service, how to use the product, and more uses for the product, providing help, management, and guidance for customer experience; content operations establish familiarity and psychological likeness with customers, maintain customer relationships, and create physical attributes of the product for customers.

beyond psychological and emotional value.

Interesting and valuable content improves customer retention and activity.

In the repurchase and word-of-mouth aspects: the content should help confirm that the customer’s choice is correct and wise.

Content should realize and strengthen product value, create models and role models, create cases, create communication platforms, and create group awareness and circles. In the growth stage: content plays an important role in customer sharing.

Valuable content, automatically shared by customers, is more effective than the company's own efforts to attract new customers.

At the same time, the customer's reputation will also provide an important reference for other customers' decision-making, which is conducive to the transformation of the enterprise.

In other links: content operations should also serve community operations, live broadcasts and video operations. While providing content, they should also collect more materials and samples, and at the same time participate in creating more content with users. Content is a private domain traffic sedimentation pool.

, provide communication touch points and opportunities; content interaction is also one of the ways to obtain customer information and labels.

The content itself becomes part of the customer value, establishing a long-term relationship with the enterprise and building stickiness.

It is not difficult to establish a "ready-to-touch" state between enterprises and customers. The real challenge is how to use professional knowledge and professional abilities to turn various information about brands, products, activities, services, etc. into customers' interests.

content, thereby achieving warm and valuable interaction.

2. Content Collection and Creation Before collecting, creating, and disseminating content, we must first gain insight into users’ content needs, understand customers’ needs for content and how they receive content. For example, in terms of product information: products that customers want to know about

Information includes: What are these products for me? Why should I use them? Why should I buy yours? What is the production environment like?

What are the other consumer groups? What are their feedbacks? How do I use it correctly? What are their favorite ways and channels to receive content? Website?

? WeChat group? WeChat one-on-one? Do they prefer content that is professional and scientific, simple and straightforward? Do they prefer cases or professional content?

Create valuable content. Value here refers to being valuable to the target group. In terms of content, the three common "useful" and "relevant to me" are indispensable.

"Relevant" include: the content is in line with your own values, your preferences, and your aspirations, and is conducive to improving your label, honor, and personality; it is helpful to others, following hot topics shows that you are not left behind, and you prove that you are the right choice.

, have new ideas and new knowledge; knowledge, useful information, methods, techniques; knowledge and information that you hope to learn; have material benefits for yourself (prizes, coupons, red envelopes), make connections, etc. Interesting: Interesting content is about breaking the rules.

, Propose products, ideas or services that go against the stereotypes: vivid, novel, mysterious, controversial, humane, story-based, scene-based, interactive (***) How to create content that users are interested in: the most commonly used.

Method: Be emotional (appealing), emotional (not cold), and have values ??(like-minded). In addition, it must be beneficial, useful, and stylish (social currency attributes).