What is content marketing promotion? What is content marketing and what is traditional marketing?

Korea's experienced Redtrans shared keywords through 10, and summarized the representative differences between traditional marketing and contemporary content marketing.

1. Competition and customers

A popular saying in the traditional marketing era is, compared with competitors, what is our dominant position? Under such a marketing model, everyone is busy with the visible functional value. Even so, the sales boom still exists. Especially in the era of 2.0, we put great emphasis on positioning and formed an advantage in confirming the understanding of differentiation. This is the magic weapon of success.

On the contrary, today's content marketing pays more attention to customers, rather than markets and competitive companies. Who are our customers, what they like, what they are interested in, what they are suitable for, what they need, how to solve their needs, etc., all of which we need to dig deep, and we will master the magic weapon of success when we dig it.

2. Transactions and relationships

In content marketing, customers are no longer simple trading objects, but objects that need to establish special relationships and strengthen certain interpersonal relationships. Because in the traditional marketing era, customers are simply buyers, and products can be sold when they are available. Now thousands of products, various brands, products, services and information are all filled with customers' brains and lives, and this method is no longer feasible. The influence of this information makes customers more rational when they consume.

This requires us to learn to understand and dig deeper things on the basis of making good products. For example, what is made with what ideas, why, and the value that customers can enjoy when buying. Through these various factors, an invisible new stable relationship is established.

3. Consumption and investment

General marketing resources are based on waiting for feedback, that is, ROI (Return on Investment). In other words, most advertising models are invested in various platforms such as media, websites and social platforms, waiting for feedback results. In this way, the possible result is that the investment is large and the return is small.

On the contrary, content marketing is a concept of accumulation and continuous communication. Generally speaking, because it is spread through the internet, as long as we don't delete it actively, the content we publish will be preserved and have the opportunity to continue to play a role.

4. One-way and two-way

"Advertising (content) communication in the traditional marketing era is enough as long as it conveys the functional elements and news of products and services." This is what we want to say, the environment in which unilateral information can achieve full results. (Products and services, limited information available)

The content of unilateral information dissemination like this cannot establish a relationship with customers. If we want to open customers' hearts and form relationships, we must first find the stories they want to hear, and then we can solve their problems and provide solutions. Therefore, in content marketing, the most important thing is to understand the target audience, understand their preferences, and form a two-way transaction.

5. Advertising and information

Time is money, which is the biggest feature of this era. Just like youtube video ads, you can choose to skip after 5 seconds and choose whether to continue watching the ads. This shows that it is time for customers to judge for themselves whether it is worth investing. Therefore, old-fashioned marketing can only be eliminated.

Content marketing is to take advantage of this, turn hard and wide into information that customers want to see, and provide meaningful content, so as to achieve the effect of * * * clicking and even buying.

6. monologue vs dialogue

Traditional marketing is more about selling melons and bragging. It can also be said that brands and enterprises are talking to themselves, while content marketing pays more attention to dialogue with customers and establishes trust relations through dialogue. Therefore, if the purpose of marketing is to improve brand awareness, it is more suitable to convey our information imperceptibly for a long time. If the content is for sale, it should be done in a way that can answer what customers need, and it is very important to get the answer quickly.

7. High risk and low risk

Traditional marketing is the concept of consumption, so the lower the quantity and quality of feedback, the greater the loss of brands and enterprises. Although not all, it is also rewarding, but I still have the mentality of giving it a try.

Content marketing is the concept of accumulating assets, and the characteristic of content marketing is that only the activity itself can achieve the specified effect. Furthermore, if you add specific activities or promotion meetings, you can bear stable fruits through the existing rich customer base. Theoretically and empirically, the risk of failure is relatively low.

Even if it is not immediate, small achievements can accumulate big achievements, which is the greatest charm of content marketing.

8. Find customers and door-to-door customers

Traditional marketing centered on products and positioning will eventually let many people know how we will know us. In times of lack of information, this can be done completely. But now there is too much information, and the range of choices has also expanded. With the lowering of entrepreneurial threshold, the phenomenon of oversupply is accelerating. Enterprises will try their best to attract customers and invest a lot of time and money in this process.

Content marketing came into being at this time, that is, strengthening the continuous relationship with customers, turning' one-off' customers into' loyal customers' and laying the foundation for stable business growth.

9. Long effective time versus short effective time

Traditional marketing is to pay for ready-made media and borrow the nature of space and time. So the space changed, and after a long time, it disappeared. In other words, the validity period is limited.

On the contrary, content marketing means that as long as it is not deleted, it will continue to be retained and continue to take effect. It is often called the "long tail". The content published regularly will accumulate on the Internet and social media, which will have a strong long tail effect over time.

10. Unanalyzable and analyzable

Traditional marketing can only rely on the data provided by someone (usually the existing media) to predict the results of advertising and marketing. With the development of the times, the gap between the data and predictions provided by them and the actual results is getting bigger and bigger, and the distance between enterprises and the media is getting farther and farther. In fact, people are increasingly reducing their investment in useless media and platforms such as bbs.

Content marketing is mainly based on inherent media, especially brand media based on network. "Because it is a direct media, it can guarantee the accuracy of the data. Guaranteed data will be the cornerstone of the next efficient plan. Not only that, but we can also use a variety of data tools to easily obtain customer information and market information that we don't know, and can be applied to content marketing plans.

To sum up, the era of content marketing has arrived and is affecting many brands and enterprises. If your marketing method doesn't get effective returns, it's either the wrong marketing method or the lack of marketing skills. Either way, we need to learn and understand the marketing methods of the new era. The above is the sharing of Korean experienced redtrans, I hope it will help everyone ~