What is content marketing, and the skills of content marketing?

The biggest difference between content marketing and traditional marketing is that it attracts and retains the target audience by creating high-quality brand-related content instead of directly transmitting information to consumers through advertisements, which provides a valuable service. Soft articles, short videos, live broadcasts, variety shows and even games that we see every day are all common forms of content marketing.

First, the necessity of content marketing With the socialization of consumption and the fragmentation of people's time, it is increasingly impossible for brands to win the wide attention of the audience only through their own marketing activities. Therefore, cutting into the current public sentiment and impressing consumers with content has become a new thinking of brand communication, and content marketing is becoming a necessary option for marketing.

Second, the development trend of content marketing "Harvard Business Review" once mentioned that for enterprises, content has become the "third communication factor" besides products and services.

In the digital marketing era, content is the core of everything, and it is also the main direction for any brand to do marketing in the future. It can be said that in the next decade, content will play an important role in the marketing field and become the key to the growth of an enterprise.

Especially when users on social media are getting younger and younger, the original serious marketing activities are not enough to attract their attention. At this time, only through high-quality content can products, emotions, cultures and scenes be connected in series and subtly passed on to users, thus turning users into loyal fans of the brand.

In addition, with the development of information technology, the combination of content and technology is closer. Using big data and other technical means, we can accurately capture users' behaviors and preferences, provide insights and strategies for making content, and achieve better marketing results.

Third, how to do content marketing well? (1) Learn to use social hotspots.

Social hotspots have their own traffic and topic discussion. In content marketing, if we can skillfully use social hotspots, we can often create a good bridge to connect consumers and achieve twice the result with half the effort.

② Learn to inject emotion.

Marketing is essentially an art of communication, and content marketing is also to communicate with the "people" behind the content. Only true feelings can poke people's hearts and touch them. Therefore, it is necessary to inject certain emotional elements into content marketing, so that consumers can become emotional collectives from individuals.

③ Learn to play with consumers.

In order to attract the attention of more young users, we must play with them, mobilize the enthusiasm of consumers as much as possible, actively interact with brands, and create content, so as to achieve wide dissemination. For example, the theme song MV of Mi Xue Bing Cheng, which became popular not long ago, was created into different versions for the second time on social media, achieving unexpected communication effects.