First, specialize in specific people
Why should I mention that I want to specialize in specific people? In theory, the audience in any business can be very wide, but your resources and audiences are not the same. So once you come up, you must delineate your key value customer base. Maybe your product can be sold to A, B, and C, but the most suitable one is the D crowd. For the ABCD4 population, you have to really mine or delineate the D population, rather than spread it to four people because the core audience has the most sales value.
1. Minimize the scope of investment. As I mentioned earlier, the same promotion work funds and manpower are limited. When you have selected the D group, you should deploy your promotion strategy according to the characteristics of the D group. For example, the D group is an elderly person, do not use a search engine, can't play pinyin, they may just watch TV purchases and call to order. At that time, you know that they are using this information acquisition channel. You need to reduce the channel investment in addition to this, so that you can focus on this channel, so that your promotion and accuracy will be better.
2. Know their shopping path. There are some changes in the shopping paths of different people. In general, they have different ways of obtaining information, processing information, and feeding back information on certain paths. For example, if you come up with someone who is not aware of your brand; the next step is to know you through your advertising, knowing that the X brand is selling such a thing; if the product or service meets his needs at the time, it may be corresponding. Interested in; interested in the representative's intention will generate motivation to compare with the price, see if your word of mouth is good; finally will become a sales opportunity. This is a traditional shopping behavior path, so what is the difference between your ABCD people's characteristics on different paths, you must know them, you will know what their original needs are, what are the pain points, and what they care about. What is it?
Second, use professional editors
At work, we can find that the small partners who write content around are basically not professional. He may usually manage some other things. When the content is updated, everyone will update in turn. It can be imagined that such content marketing is cramming, and it is impossible for enterprises to improve their efficiency in this way. So if companies need to really develop content marketing, they must use professional editors. These people should have the following qualities:
First-class collaboration and editing skills, because Internet content is not a novel. A person can edit it himself, but it needs a summary of all aspects of the team's work. Collaboration is very important, and editing ability generally depends on the background of his work and study. Friends who write well are generally promising. He has the genes and feels of writing things. We have been specializing in the industry. Although many companies that are looking at my content have so many extra budgets to do this, the facts are in front of them. No one is doing a special job.
Strong project management ability, this explosion teacher has always emphasized in the previous courseware. Because people with project management skills can't say that he must be an expert, but he at least knows how to grasp the progress of the project, who should communicate with him, how to communicate, and the ability to tell the truth is in any project-based position. Eat the weapon and eat it.
Understand the principle of seo, there is no need to edit the seo project here, as long as you understand some of the principles. Because editors have to deal with content texts, it means to be a partner sooner or later, right? And an editor with a seo idea knows when and where to show this element in the search engine. Find a balance between the reader and the reader. Consciousness is very important, and the operation is only a matter of the number of projects.
Social media participants, I feel that a good editor is not a person who doesn't like to play or is not social. He should be catching up with the trend, knowing the way the virtual world looks and living. Because the current content marketing is most afraid of the content is hard, boring, if you know that various social tools are also involved, then he is not out. The things written can be more interesting and can be accepted by people around you. So when you hire a professional editor, you might want to add his social account to see what happens.
Data analysis control, it is not acceptable to write without results analysis. The cannons can't do anything with the flies, so professional editors need to have the idea of ​​self-correction and promotion, and this needs to be seen through the published content data. He wants to know the content of his content, the degree of response, and even the conversion rate. Although these data are not his specialties, if he looks at his work with such a perspective, he is definitely a good editor. He understands that the core of marketing is positioning, and the source of positioning is the interpretation of data.
Third, find the medium of all effects
If you have done the above two steps, congratulations, you have worked very hard, and the next step is how to layout the content channels. In principle, good content does not mean good communication, the reason is very simple, no one knows you, no one promotes you, and then self-righteous things are useless. Therefore, content marketing has meat and meat, you need to find your source of drinking before the project is planned. This includes freelancer (freelance writer), various promotional channels for partners, contracted or cooperating industry opinion leaders, your loyal fans and subscribers. If you find out at the outset that there is no such medium to help you, then content marketing is hard to do in a certain sense, and it is not easy to produce results.
Fourth, making the finishing touch
It sounds a bit difficult, but isn't that the core of content marketing? Every piece of content should have a certain sales value (or brand), regardless of the form, the content is originally a simulation and customer dialogue, close to them The shopping behavior between. So in this step you have to pay attention to several aspects:
1. Optimize keywords, look good and see are two concepts. Therefore, the content that can be searched has the opportunity to play his marketing value. The highlight of the keyword in the article is conscious, not to make you pile up, but to use a few keywords when a reader reads your content. Describe it, then you will succeed.
2, showing your value, you may have to pass a lot of things but one thing you can't ignore, that is what your (company) value is, because it is not surprising that most small companies are not monopoly in the country, everyone sells The homogenous products, similar prices, similar channels, so since you do content marketing, you should clearly show your value at this time.
3, reflect the brand spirit, as a founder my own style will affect the style of the brand. So if you are a very individual company with its own style, it should be highlighted in the content. In this era, the brand that makes the doctrine of the doctrine is that customers will not buy it after 90-00. Special understanding of the pain of the customer, sometimes say 100 words of their own good, it is better to say a customer's troubles. People, will be more heart-felt, who knows what customers think can get the trust of customers. Therefore, in the content, writing content from the customer's point of view, it is much better to care about them than their own singing.
Fifth, use and wrap your content over and over again
I don't believe there are a lot of marketing cases that have become famous. It's all packaged or shot. Many times good content also requires opportunities, if you can properly use it at different times, minimally invasive, and package your content is necessary. Because your readers are not ready to wait for your content 24 hours, maybe when your content is released, he can't see it on the plane in time, and this person will really buy your things. So you need to get a message back so that he can see it in time. What is this called? Good content is also a good time. Therefore, it is ok to use the content repeatedly when appropriate.
Sixth, the conversion portal should be called and responded
Every piece of premium content needs to have an entrance for the user to act, including one-click plus friends, WeChat sweep, direct purchase button, learn more buttons, favorite forwarding and more. Everyone understands that the conversion rate is the best when it is decided, and the time is the cup of love. When the reader walks away, it is not so simple. Every action indicates that the user is a bit like the content, so an action button is needed to take over the user behavior. There are many channels for content marketing, and each channel should self-examine whether it can have these portals or functions. If not, the easiest way is to do a QR code or a guide link.
Seventh, multi-channel amplifier your content
The seventh step is to promote the part. I just talked about the importance of the media (the people who help you). The channels of communication must be diverse. Fragmentation of information does not allow you to succeed in one channel, and is basically unlikely (small business), so it can only be more flowering and more results. You need to be fully committed to channel planning, including:
Industry KOL, partner market promotion, short-term activity implantation, paid channel insertion, relationship marketing intervention, SMS email, monthly, social media activities, etc. I feel that if you don't have at least 3 items that can amp your content, then your marketing will be weak.
Eighth, cultivate content marketing habits
I’ve been talking about how content marketing is done step by step, but does this really mean that your company has the genes for content marketing? I guess not, because mature corporate process systems must be precipitated rather than on the rise. So there are habits to continue to do. Therefore, content marketing is originally a medium- and long-term strategy. It takes you to persevere to be your entry into this field. If you just do it 1-2 times, you can just try it and just try it. Cultivate content marketing habits You can start with daily blog posts, add monthly video recordings and playbacks, and turn your premium content into dynamic; start with quarterly online sharing, e-books or usability reports. Your content is distributed. These companies are doing it regularly, and that is really doing content marketing.
Ninth, find the most suitable production method
From the eighth step, you will find the best way to do it yourself. Some people think that publishing can improve their popularity. Some people think that video can show the fun of marketing. Some people think that speech can reflect personal charm, and some people think that writing blog is the most executive. It doesn't matter, as long as you It is a good idea that content can be accepted by the audience, regardless of its form. So, the teacher feels that the video can reflect the handsome side, so I will do it~
Tenth, tracking the effect of measuring content
The last one is tracking, and everyone understands this. There are several main metrics that need to be specified, which can include:
1, the efficiency of content production: It takes 2 weeks to finish a content, now as long as 2 days, Awesome, your team is improving!
2, the breadth of content dissemination: before only WeChat friends and colleagues are like, this time more people participate in comments and forwarded to other platforms!
3. Number of times the content is displayed: The number of exposures indicates the depth of the touch. Use the data to see if the effect is increasing or decreasing.
4, conversion volume and website performance: use the unique code (universalcode) to distinguish the source of the sale, whether to see the order after the content; whether the traffic on the website has increased, the search terms and direct traffic landing page is not and content Marketing related?
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