How to formulate and implement content marketing strategy

A good content marketing strategy is a process in which an enterprise takes the customer's demand as the starting point, obtains the customer's demand and purchasing power information and the expectations of the business community according to experience, organizes various business activities in a planned way, and provides customers with satisfactory goods and services through coordinated product strategy, price strategy, channel strategy and promotion strategy.

1, set clear content marketing objectives.

What's your purpose? Is more popular, better SEO clues, reputation management ... what do you want? What can it do for you? Write it down, you can have more than one goal, but in this case, list it according to its importance or priority.

What do we want from the reports and white papers provided to users? What are the contents that affect users' pre-purchase decision? Only targeted marketing activities can achieve excellent results.

2. Target group of content marketing

Who is your target group? What kind of person? What do they care about? How many people are there? What are their needs and so on.

When you find that the content you want to do has the same competitor, and the effect of this competitor is very good and the content marketing is already very strong, you will encounter great obstacles as a group to go to this content field. After all, it is still very effective for others to master the initiative, and it is still very difficult for the same content to surpass others.

At this time, Ma suggested that you need to avoid its edge, enhance the competitiveness of the content you choose, and slightly change the group of this content. For example, if others are doing "network marketing" content, you can focus on SEO optimization, which is what we have been talking about. When SEO optimization content is strong, turn to other products.

Therefore, when positioning the content marketing group, as a newcomer, we should foster strengths and avoid weaknesses and give play to our core competitiveness.

3. Pay attention to the value and demand of vertical fields.

If enterprises attract users in vertical areas, then we need to pay attention to the topics of the industry and provide relevant content.

Relying on the natural aggregation of needs and interests, vertical websites in various fields have been baptized by the market in recent years and have formed their own "online homes" with their own characteristics and influence. From leisure hobbies such as photography, fishing and traveling, to daily consumption such as group buying and cars, and even seeking medical advice, vertical websites cover almost all aspects of people's daily necessities.

In Ma's view, vertical websites and their forums have always been traditional social platforms. With the further warming of the mobile Internet and social networking environment, vertical websites have rich popularity and interactive characteristics, and their social value will be further reflected.

4. Expression of content creativity

In order to gain users' attention on the website with rich content, creative expression is a wise method. Therefore, enterprises need:

1. Write the title, but remember that it is the title party;

2. Pay attention to the creative presentation of the content, which can be charts, pictures, videos, etc.

(3) Interesting content and creative description (for details, please refer to the related introduction of Ma Blog "Content Classification and Content Inspiration of Content Marketing").

5. Describe the content from the customer's perspective.

The content of many companies is expressed in straightforward language, and it is seldom considered what language users use to obtain information. What's more, the company directly writes its own product seminars or internal jargon, and the effect of such content on end customers can be imagined.

Step 6 hire excellent writers

The writers here are not the so-called "Five Mao Party". Enterprises sometimes need to hire some online content authors in their activities. It can be said that hiring excellent writers to provide excellent content is icing on the cake, not the theme.

Here, Ma reminds friends who do content marketing that marketing articles should have a certain professional level or industry knowledge, which every professional writer should have. It's hard to imagine that a person who doesn't know his own products and has no professional knowledge of products can do a good job in marketing.

The whole article should always serve its own purpose, and the marketing content should not be written in everything. You should arrange your articles around your own products. The composition of the article must reflect your professional knowledge from different article topics, that is, the knowledge level of the blog post should be professional, so that people in the industry can be recognized at a glance.

Ma does not deny that many of his friends have high professional standards. The article is quoted from the classics, and it is thousands of words at a time, but no one wants to read it. Why? It's just so boring. Some friends' blog posts are full of technical terms, thinking that this is a major, and professional articles written in languages that ordinary people can understand are good blog articles, so as to achieve the purpose of marketing, that is to say, it is very important to increase the interest of the profession and make people like reading.

Finally, Ma wants to emphasize that while pursuing the specialization of blog posts, don't let your blog posts be boring and sleepy, which will make people feel like chewing wax. In that case, specialization will be gone and the marketing effect will not be achieved.

7. Promotion form of content marketing

Is your product suitable for promotion? Website pages, blog posts, videos, photos, Weibo, etc. In what form will your product be promoted (see Ma's blog What are the media for content marketing for details).

What kind of content marketing are you going to start? You should pay attention to the industry you are involved in (the latest news, how they respond, the activities you participate in, etc. ) and your target group (what is their access to information). These contents are very complicated, but they are the basis for the smooth development of content marketing.

Content marketing is a very important means of network marketing. After all, the website itself is a media, and all the information on the website can be an effective marketing tool to promote the development of the website and the business of the company. Therefore, if we can promote the company's business in our own official website and use other platforms, our information release will naturally be more effective and efficient.

8. Quote comments from netizens

Rich website pages, interesting blog content, popular social promotion posts … are these all content marketing? Don't! That's only part of the content.

We should make rational use of the comments quoted by netizens, whose words are very convincing and inflammatory, so that users can feel the same way and feel that the company is closer. Compared with the quotations of opinion leaders or experts, netizens' comments are more grassroots and active.

9. Make content easier to find.

The excellent content publishing platform provided by enterprises is also very important. We can publish content on corporate blogs, vertical forums or mass platforms. Choose a good platform for publishing content and balance the input-output ratio.

On the other hand, we need to optimize the published content (see Ma's blog "SEO optimization is indispensable for content marketing" for details) to make it more suitable for the algorithm of search engine crawler, and we need to mark or comment the content accurately.

10, making content sharing easier.

In the distribution channel of content, enterprises need to consider the communication needs of users and provide buttons such as email download, RSS, sharing to Weibo and social media.