I don't know if you noticed when you went to the restaurant: many small shops have a story about the historical origin of snacks hanging on their walls.

In fact, this is content marketing, which increases story and emotion compared with hard and wide, and achieves a certain sense of identity.

If you have a sense of identity, then you may not eat noodles, but an imperial meal, such as Chinese hamburger.

If you have a sense of identity, then you are wearing healthy clothes instead of shoes, and so on.

What is content marketing?

Using pictures, words, animation and other media to convey the relevant content of enterprises or products, attract users' attention, give users confidence, and thus promote sales. Content marketing is to convey information to consumers from the perspective of sharing, assisting and giving answers to customers. The traditional marketing method transmits product information by interrupting users' thinking, vision and hearing.

The concept is difficult to understand? Bel Canto Media cited three examples of content marketing.

The first case is about the hottest industry at present: e-commerce.

If it is a food e-commerce website, you can create a "diet encyclopedia" column, which mainly talks about: what food is suitable for who to eat, when to eat what food, how to eat what food and so on.

If it is a clothing e-commerce website, you can create a "clothing matching skills" column.

The second case is about a relatively new field in the IT industry: remote computer services.

Think about it first. Who are the potential users? People with computer problems, of course. When encountering problems, these people usually have two solutions, either searching online (the first choice) or asking friends for help.

Knowing the user's behavior can effectively intercept it. The specific plan is to create a "computer encyclopedia" channel in the website, and continuously publish some computer skills, computer problems and other contents on a regular basis. In this way, a large number of potential users will be intercepted from search engines.

The third case, talk about traditional B2B industry websites.

Users in this industry have a remarkable feature: they like to read cases. Before choosing to cooperate with your company, you must know in detail the customers you have served (including customer category, project scale, user feedback, etc.). ).

Know yourself and know yourself, and you will win every battle. Knowing the needs of users, the next thing will be easy. You just need to introduce many successful cases on the website.

What is the difference between social media marketing and content marketing?

What is the difference between social media marketing and content marketing?

The differences between social media marketing and content marketing are as follows:

First, define the difference.

Social media marketing: Social media marketing, also known as social marketing, is a way to maintain and develop marketing, public relations and customer service by using social networks, online communities, blogs, encyclopedias or other Internet collaboration platforms.

Content marketing: use pictures, text, animation and other media to convey the relevant content of the enterprise, give customers confidence and promote sales.

Second, the content difference.

Social media marketing: 1, creating a large number of valuable news events, videos, tweets and blogs to attract attention, naturally becoming the content of communication. Communication is not through the purchase of advertising space, but the spontaneous communication of users. 2. Establish various channels for company brands or fans of the company to promote themselves in various ways (two-way).

Content marketing: formulate the medium and long-term content marketing strategy of the enterprise, ensure the unity of content in style, quality and tonality, establish the content workflow, enable the appropriate content management system, develop and process the content by using market data and internal human resources, and publish the content on the appropriate platform matrix.

How to do content marketing,

The so-called content marketing means that you can see detailed information here, such as articles, videos, pictures and so on. , which will affect your purchase of products and services or other purposes of your business. This is the understanding of Yingmo Media.

There are three main points: products or services-channels-customers. Content marketing is just a channel to link products and customers. No matter how the business environment changes, these three points have never changed. Among these three points, customers (humanity) have never changed, products or services change slowly, and channels change rapidly. As long as we grasp the core elements, we will not feel that the world is changing too fast and we are at a loss.

What's the difference between event marketing and content marketing?

Event marketing and content marketing are very hot new marketing methods in recent years, both of which have the characteristics of being small and broad. The main difference is that the marketing media are different. The former is an event and the latter is content.

Event marketing refers to the means and methods for enterprises to attract the interest and attention of media, social groups and consumers by planning, organizing and utilizing people or events with news value, social influence and celebrity effect, so as to improve the visibility and reputation of enterprises or products, establish a good brand image, and finally promote the sales of products or services.

Content marketing regards "content" as an asset, not a means of promotion. Content marketing is to create media assets that can directly reach the audience, rather than those that need to spend huge sums of money to reach the audience. In other words, it is to create content that automatically attracts the target audience, rather than promoting it by buying advertising space on other people's platforms.

What is content marketing and how to do it?

The marketing of website content is different from the promotion of products. Content marketing is more based on the marketing promotion of website content, which accelerates the spread of brands and ultimately promotes the sales of products. At present, content marketing needs a comprehensive and accurate content foundation, and the content needs to be vivid and humorous, which is also a popular factor now, attracting users' attention, and adding product information in the process of continuously enhancing users' appeal to make users accept it better.

Content marketing needs to meet the needs of different users. Take different marketing methods for different users, including but not limited to: discount promotion, funny video, headline recommendation, experience sharing, etc. There are many marketing methods, but the requirements for content here are really high. How to keep users or make them interested further depends on your content.

How to do content marketing;

First of all, we should have a full understanding of the market. When updating the content of enterprise website construction and making social media plans, we must first determine the promotion direction of the website. The marketing purpose of website content is to attract users to visit the website. So know what content users are interested in. Then when the website is updated, or when the content is updated on social media, it is necessary to combine the interests of users, so that the content of the website is more likely to be liked by users. If you want to do a good job in the marketing of website content, you must investigate the target users of the website to understand their preferences and what kind of content you hope to get on the website.

Second, we must find our own position. To understand users, we must do a good job in positioning the website. Even two companies in the same industry have different positioning. Therefore, we must have our own characteristics to attract users to ask questions on the website and realize transformation.

Third, clarify the purpose of social media. In order to effectively reflect the content of the website on social media, it is necessary to understand the psychology of social media users. Before the content is updated, you need to find the subdivided columns in the delivery platform. But don't use social media as a marketing channel. To do a good job in the content of the website, only use social media as an advertising platform to attract more users.

Fourth, the content of the website should be exclusive. For example, if you update a video on the website, you have to write an article for the video to explain the content, so the content is unique. Simply put, highly original articles will always be welcomed endlessly, and users and search engines like such content.

Fifth, we should optimize the entrance of graphic content. Many social media like to attract users through visual design. Then when the content of the website is shared on social media, users will be interested in clicking and browsing when they see the relevant thumbnails, so the graphic design must be done well. In content marketing, users can be attracted by beautiful pictures.

Content marketing, what is content marketing?

The so-called content marketing, content is king, in fact, is to attach importance to the connotation output of brands/products. Content is the information carrier of communication between enterprises and consumers.

Let me give two popular examples:

The first one: Nongfu Spring said that we don't produce water, but we are just porters of nature. Then this sentence is the content, and you and the enterprise have the key because of this sentence. Similarly, powerful 27-layer filtering.

Second: For example, if a company operates an official WeChat account and wants to write an article, then this article is the content. Without content, you can't advertise on WeChat official account every day, can you?

Therefore, the broad content is the language, copy and video that bear the direct communication between enterprises and customers. It's like, Jin Jiu says his wine is good, but you don't believe it. Then he will tell you where the medicinal materials come from, the national base of high-quality medicinal materials and where the wine comes from. What mountain spring? These are all contents. No content. Products are empty shells.

What does content marketing mean?

Content marketing refers to conveying the relevant contents of enterprises through pictures, texts, animations and other media, giving customers confidence and promoting sales. They can be attached to corporate LOGO(VI), picture books, websites, advertisements, even T-shirts, paper cups, handbags and so on. According to different carriers, different media, but the core of the content must be the same.

What is content marketing? Are there any content marketing cases to share?

One day, an old classmate asked me what I was doing. I said do content marketing. He scratched his head and then asked: What is content marketing? I was stumped at once, and it was really difficult to answer, so I crustily skin of head gave him such an example:

Sometimes you will see a very popular video in the circle of friends, telling the story of a rural university graduate who came to Shanghai for the first time to find a job. Helpless, the whole process was bitter, and many companies ran away. Because he is unfamiliar with the road, he uses Baidu map to navigate every time, check the ride information, check the nearby accommodation and so on. After a lot of hardships, I finally found a job I liked, and then I called home and cried and told all this to my sick mother. My mother was very distressed and asked him, do you know the way where you are a stranger? He said, mom, don't worry, I can easily find a place with Baidu map, so you can rest at home. I told my old classmates that this is an example of content marketing. The whole video looks very touching, and it won't be considered as an advertisement (even if it is an advertisement, it is still so touching). Because it touched hundreds of millions of people, it spread wildly in the circle of friends and achieved the spread effect of this video. In addition, the information of Baidu map was implanted in it, which also achieved the purpose of brand exposure. In the whole process, video is very attractive as content, and brand information is cleverly implanted. This is where "content+marketing" comes from. The old classmate's eyes lit up after listening and shouted, "Oh! I see! " .

I gave that example just to perfunctory him, but he foolishly thought he was knowledgeable and knew another industry. If you are doing content marketing, you should not just stay at such a superficial level. In fact, whenever someone asks you what you do, what they want to hear is not what your position is, let alone what your industry is, but what you usually do. The example mentioned above only summarizes the results of content marketing, and practitioners should pay more attention to the operation process behind this result.

The layman watches the fun, and the expert does the fun. So, what do you want to do in content marketing? Let's sort it out in general order:

1, find a niche market. A niche market refers to some market segments or niche markets that are ignored by rulers/enterprises with absolute advantages in the market. The above is Baidu Encyclopedia's explanation of niche market. Generally speaking, the niche market is your market, a piece of land where you are the boss, and you have the final say. Why find the right niche market? In order to avoid too much head-on competition, so as not to waste other people's money and make yourself black and blue, and get nothing. It is silly and naive to jump into a hot industry and dream of standing out. The process of determining niche market can also be understood as competition degree analysis. Available free tools include statistical analysis tools of search engines, Weibo analysis tools, industry reports, etc. In fact, most of the time, our first thought is to do a certain industry, and then use these online tools for competitive analysis.

2. persona analysis persona analysis is a process of studying user needs. Your business can't serve only one kind of people. Users must be diverse, and they will have different needs here. For example, according to gender, male users and female users have different needs for your products and services, so there should be different content to guide these two types of people. Each persona represents a type of demand, so what you need to do in this step is actually to classify these needs and find out the topics that various types of users care about as a reference for content planning.

3. Content Planning Plan the content to be done first, so as not to lose it. It's like a map, showing you what to do. The content schedule should include at least three dimensions: persona, shopping stage and content form. The following is an example: content planning is phased and may need to be adjusted during implementation.

4. After the first few steps of content production are completed, the next step is the hard work of content production. This process is usually continuous and takes the longest time. Usually, the text content is the most basic content, and various content forms can be evolved on the basis of the text. There is usually a certain time interval between content production and content release. In a plan, content production should be far ahead of content release, so as to control the release rhythm in an orderly manner.

5. Content publishing and promotion ......

What is content marketing?

Content marketing refers to any marketing that involves creating and sharing media and publishing content to acquire and retain customers. This information can be presented in various forms, including news, videos, white papers, e-books, charts, case studies, operation guides, question and answer articles, photos, etc.

Content marketing refers to conveying the relevant contents of enterprises through pictures, texts, animations and other media, giving customers confidence and promoting sales. Wu Jun recognized them.

The attached carriers can be corporate LOGO(VI), picture books, websites, advertisements, even T-shirts, paper cups, handbags, etc. According to the carrier, the media are different, but the core of the content must be

Is consistent.

Content marketing is a marketing method that enables customers to get information, understand information and promote information exchange without advertising or promotion. It provides information needed by the target market through print, digital, audio-visual or activities, rather than relying on sales jargon.

Content marketing is one of the core viewpoints of online marketing with attitude, which was first put forward by Dianji Online. Attitude network marketing includes four concepts: precision marketing, whole network marketing, content marketing and attitude marketing.