Content Marketing of "External Soft Inside"

First of all, what is content marketing, in theory, is to convey the enterprise or product content through various forms to meet the customer's demand for information and to give customers the confidence to place an order, thus promoting sales behavior. The first half of the sentence is about the form of content marketing, which is to satisfy the customer's information needs; the latter half is about the purpose of content marketing, which is to promote sales.

In my opinion, “expression forms” and “marketing purposes” are like the “shell” and “kernel” of content marketing. The shell is the content expressed in marketing and is presented to consumers. The kernel is the marketing purpose and the starting point of corporate marketing.

As the saying goes, “There is no word, but it’s not too far”. If we are looking at content that is empty, similar, or even plagiarized when it comes to content marketing, it’s hard to be effective. It may even be counterproductive. I remember once there was a drug advertisement that said "the efficacy is the key", and in Internet marketing, "content is the key."

There are many ways to market content, such as videos, forums, blogs, and Weibo.

Give a successful example of video content marketing: In the video, a fruit juice machine stirs up the iPhone into a mass of black paste. This simple video makes the maker of the blender instantly pop up. After the release of the video, their performance It has grown by a factor of seven. Before the release of the video, they were just a small fruit juice maker and they were doing a very hard job in the highly competitive home appliance market.

Later, the video was hailed as "the most effective viral video marketing ever" because its juicer made a very strong product image, and that advertisement has now been watched by 100 million people worldwide.

This shows that content marketing is very different from advertising. Content marketing does not pursue short-term or immediate, irrational, and direct behavioral changes, but rather rational, long-term content education. Finally, content marketing can help companies achieve the role of “thought leaders” and solidly increase brand loyalty. In particular, consumers are becoming increasingly diversified in their sources of information, and consumers are also encouraged to search the Internet for information and shop around. This is even more important for content marketing.

One of the easiest ways to do content marketing is to create an industry knowledge channel in addition to basic company products and corporate promotion content in the site structure.

There are two advantages of doing so. First, users who come to visit the website can pick up and purchase products, but they can also gain some “living ways”, which will help improve the friendship and trust of the website. Secondly, original content is the favorite of search engines. As long as the content is original enough and valuable enough, it will be displayed in search engines.

Then, if it is a food e-commerce website, those who have converged on it are very concerned about the quality of the food. It should be very popular to show on the web page that “What should you eat right now?”. In the same way, if it is an apparel e-commerce website, it is possible to introduce on the webpage the content of "winter with more slimming."

In fact, content marketing requires you to fully understand the needs of users before they can be well implemented. Before we start content, we must first know what factors affect the users when they make purchase decisions.

The traditional marketing method is more to interrupt the user's thinking, vision, and hearing to convey product information. Content marketing, on the other hand, delivers information to consumers by giving them answers.

For example, when you watch a television series, you suddenly jump out of a certain brand of product advertising, or when reading economic news, pop up the game's advertising, these are the way to interrupt the user's thinking.

Content marketing is different. It does not rely on gorgeous visual impact, nor does it rely on endless discounts to attract attention. Instead, it uses pure and valuable information to drive consumers' purchases. This can actually better preserve customers. Improve brand loyalty.

In order to achieve effective content marketing, you also need to pay attention to the following points. First, describe the content in terms of the customer's words, because the terminology will keep the customer out of the door. Second, the expression should be creative and the content should be interesting and creative. Being able to interact with users will only make you and your users more intimate. Finally, the content is spread on platforms that are easy to spread and share, and is easily searchable.

To sum up, the content of content marketing is to be useful to users, useful to users, creative enough. The outside content should be "soft" enough to soften the buyer's heart. The purpose of marketing is to be “just right” and it cannot offset brand promotion and drive sales.