In one's life, there will always be moments when one is moved by good content.
It may be an advertising video of Telun Su Liuyi, it may be a media report of telemarketing list Yuan Laohe's dream of enjoying the cool breeze, or it may be just a 4-minute short film "The Last Mile"...
With the disappearance of Internet traffic dividends, we found a very interesting phenomenon: traffic determines the lower limit of marketing effect, while the quality of content ecology determines the upper limit of marketing effect.
In 2012, Toutiao and WeChat public platforms were launched almost simultaneously. We did not know at that time that in the near future, these two products will subvert the way people consume content from the two channels of production and distribution, and let us witness a golden age where content and traffic are equated.
Until today, almost all marketing has become content marketing: you need to produce a large amount of content when you do news flow advertising; you need to rely on high-quality content when you are a KOL; ...
Content is king used to be the competitive slogan of traditional media, but now it has become a true portrayal of the Internet. The changes in the environment of the times have also given "content is king" new features and connotations.
In the "Fanke", Ogilvy Qiu Xinyu used only one copy and sentence pattern to let netizens follow the trend and imitate Fanke's advertisements. The previous content marketing was more like a low-cost, high-interaction marketing method.
The content marketing in the omni-media era is closer to the transaction itself . After Wei Ya recommends a certain eye cream, it can not only complete the conversion directly in the live broadcast room, but also attract many fans to go to the brand flagship store for consumption.
When a new trend hits, content can not only shape users' minds, but also drive user behavior; marketing is not only about interacting with users, but also directly responsible for the business.
How can content marketing be able to switch freely in this transition? I think we must clarify 3 core points.
1. Value: Returning to high-quality content itself will become an inevitable trend
Many people have seen the movie "Dream Hunting Travel Notes". It tells a very simple truth: people die twice in their life, one is a physical death, and the other is that no one remembers you anymore.
In the media environment, content has a similar fate: some content is like a meteor, but some content can travel through history like a stellar diamond.
High-quality content itself is like a black hole, with the natural advantage of attracting attention and aggregating resources. Li Ziqi, who has more than 100 million followers on the Internet, spent half a year studying in order to film "Moveable Type Printing"; in order to film Lanzhou Beef Noodles, she first went to a noodle shop to learn the art and then practiced at home for more than a month; in order to make soy sauce, she grew soybeans Start; to make mayonnaise, start with ducklings; to make silk quilts for grandma, start with silkworms...
In this regard, the "People's Daily Overseas Edition" published an article commenting: "Only when you create content with your heart can you infect the audience. Without the blessing of high-quality content, traffic is just traffic, and its value is limited to exposure value and limited instant conversion value; and High-quality content can not only improve users' purchasing power and repurchase rate, but also provide brands with opportunities to deeply interact with users.
Every like, comment, and purchase continues to deepen consumers’ cognition, and this cognition will be effective in a longer time dimension. Simply put, it builds a solid user mind.
Quality content can help brands build an emotional bond with their users. Under Xu Zhiyuan's "Thirteen Invitation" program, the program team specially sent a brief and powerful thank you to Lexus, the sponsor who has cooperated for many years: "Thank you Lexus for the trust and support of "Thirteen Invitation" along the way. Lexus has also continued to move forward on the road to explore more unknown and beautiful things with 'YET and the way of fusion'."
The program "Thirteen Invitations" observes and understands the world from the personal perspective of Xu Zhiyuan, who claims to be out of place. It does not rub off on hot spots, play gimmicks, or even have the elements of "popularity".
In the era of all media, the second half of content marketing!
However, brand collaboration with premium IP content is not only attracted by the number of shows. The "reverse" humanistic style of "Thirteen Invitation" is highly compatible with the brand concept of Lexus. After dozens of programs, during the dialogue between Xu Zhiyuan and many artists, idols of the times, intellectuals, and tide figures, Lexus "goes against the trend" The brand image of "moving" also appeared on the paper.
Influence users' minds subtly, build brands wi