What is content marketing?
The traditional marketing method focuses on letting consumers know the advantages or characteristics of the product, while content marketing meets consumers' needs for information. Without disturbing consumers, we provide the information that major customers hope to receive with high-quality content and text, assist them in solving some problems and meeting their needs, so that consumers can live a better life.
creates practical information and gains the trust and attention of consumers, allowing this group of people to further pay attention to the messages you posted through your text, and then like your products or even purchase your products or services. The biggest feature of
content marketing is its unlimited long-term publicity benefits. A good article is likely to be reprinted in large quantities through social networks. Compared with , the traditional advertising and marketing techniques are a long-term and continuous cumulative effect.
is like the well-known domestic website Dear bnb provides very beautiful text and pictures to help travelers have a better search experience when looking for a hotel space in Taiwan. For example, is building a website overseas, and Mai Jindou foreign trade.
How to build readers through content marketing?
TransBiz will organize seven steps and provide practical operation methods for segmented reports, so that you can better understand how to build a large fan group through content marketing
S tep 1: Find the right consumers in the right market - "Choose those you care about"
fans will not pop up for nothing, nor do you want you to shoot birds and accumulate a group of people to fill in the numbers - "Choose those you care about".
This is like the principle of being a human being. We cannot make everyone like ourselves and make everyone our good friends, but there are always some people who are willing to be our friends, and the premise is, "We must also be what we like."
For example, to be a blogger, of course, you have to write content that you are interested in. Although the principal hits the bell, it is precisely due to his own curiosity or other motivation, so even without revenue, he can continue to produce good text content. If you are producing content that you are not interested in and the recipient of the message is also a reader who is not interested in these things, then your enthusiasm may be wiped out soon.
So, first list the potential customer groups you care about and think about whether you can provide these practical information for a few months. And you may list many different types of potential customer groups, but in the end you still have to choose one of them as the market segmentation , and try to make the market more accurate, the better.
For example, what you produce is marketing-related content. The first reader market positioning that comes to mind may be: "market-related workers", but a better market should be precisely defined as: "The boss of a small business is trying to start content marketing." In this way, the target masses will be very clear that they can be closer to the needs of these readers in the process of text production.
However, in the first stage, you must also be careful: don’t build a large group of fans who are completely uninterested in purchasing products. The most practical case of
is to build a group of " Minimalist " fans. Minimalists are a way to improve their lives by giving up what they don’t need as much as possible.
So if you build a group of fans the ultimate goal is to sell your products, but these fans all have the idea of "minimalism", it is really a very difficult challenge to create amazing sales. (Of course, if you want to challenge and even minimalists strongly recommend buying your product, you might as well give it a try; but be prepared to fail.)
In comparison, if your fans are the kind of people who are full of all kinds of decorations at home and are often looking for something fresh and interesting, then you don’t have to worry that no one will buy the goods to be sold in the future.
Then...how do you know that you have created a group of "good" fans?
First of all, some clues can be revealed based on whether the consumer has purchased similar or related products.
what! They have already bought related or similar products... Then, don't I have competitors? What else do I want to sell?
The emergence of competitors is not a bad thing, it means that the product has its market demand; but when you accurately grasp the things that the target customer group is really concerned about and examine the market with a magnifying glass, you will find that most of the products may not meet the needs of consumers, or there are still some shortcomings. And this is your opportunity to launch products that can surpass existing competitors and stand out.
Then, through three main different types of markets, verify the potential of your product
· Entity product
· Information product
· Software product
· Entity product
For example, the target I am now locked is running enthusiasts. Just imagine: "If I were a person who likes running today, what kind of product would I want to buy?" Then go to Amazon and type the keyword, such as: "running equipment".
The advantage of choosing "What you care about" as the market is that you also have a certain understanding of the market, so you should think from the perspective of this special customer group. It will be relatively easy for you to think about which topics these people are concerned about.
The results after searching in Am azon can provide two important information for us.
1. Consumer demand for products
2. Reasonable price range
3. Overseas social media agency operation, brand global social media agency operation, improve your activity and convert
4. Brand global cooperation operation and promotion, brand overseas intellectual property layout and supporting system research and development, online and offline channels support
5. Full network marketing website optimization and promotion, search engine optimization, SEO optimization, keyword optimization, Baidu promotion
For running-related accessories, you can see which type of product that is the most evaluated, and you can also see which products people usually buy. Most of the top products can reflect the market demand of consumers through product evaluation and sales volume. From the screenshot below, you can see that there are many products and reviews related to running, which means that people with a running hobby will buy physical products. Of course, if the products you want to sell are relatively "private" or "private", they will have fewer comments compared to them, which is something you should notice.
Then you should analyze the price and product type of product. For example, if you want to sell a product that is mostly around $10, only a few high-priced products also have amazing sales, which reflects what consumers care about: "Buy these equipment at the cheapest price possible." But if you find that the price difference between the products you want to sell is very large and the evaluation is not that the more expensive the product, the more people buy it, you should further analyze the secret between the price difference and the sales.
· Information-based products
Information-based products such as e-books or online courses. You can search for books related to "running" in the category column through Amazon's online bookstore kindle to collect information. From the search results of the picture below, we can find that the people who learned from the comments of the first few people who bought books related to running are also very considerable. This means that people who like running will also buy books related to running, indicating that there is a market demand.
In addition, you can also click in to see the product details and learn about the relationship between the ranking and sales of the book in the kindle bookstore.For example, if the ranking is within 100,000, it means that one book is sold at least one day; if it is within 50,000, it means that at least five books are sold every day; if it is within 10,000, it means that at least 15 books are sold a day. Although the market of kindle cannot represent the entire group, it can reflect market potential through it.
If you want to sell products, at least three related books in that field should be within 100,000 in kindle. If not, it means that this group is basically not interested in digital products. Taking running example, the market for consumers' demand is very obvious. The search results showed that the top books ranked within 10,000, indicating that people who like running will also want to buy related books to read.
Software Products
This kind of product is usually something that people who work on the "network" for a long time may be interested. For example, freelance writing workers, designers, DJs, etc., these people use computers most of their work, so logically, they will buy some related products to help them work more efficiently.
In running examples, you can use "online running" + "tools" or other similar keywords to search. You can judge the current market situation from the search results of google.
After these triple verification, you can draw a rough image of the products you want to promote: Is there market demand? If none of these three types of markets have sufficient relevant information, then you should try to consider other products. The best product is that there are potential customers in these three different types of markets, just like the running example above, but most people are only interested in a certain type of product.
If you think the product has great potential and can be feasible after this triple verification. Please ask yourself again: "Am I really interested in creating this type of product?" and then choose one of the market investments.
S tep 2: Consumer behavior survey
After the market is established, a "capitalty survey" will be conducted on these consumers. This part can start from two aspects: demographic variables and psychological statistical variables.
Demographic variables are used to describe an individual or a group, the most common of which are: place of residence, age, gender, income, education level, religious belief, ethnic group, social status, marital status, etc.
In addition to evaluating which variables are related to your customer base, you can also use the analysis software helper provided by the website Alexa to enter some large websites that the existing target customer base often browses to obtain some practical statistical information. You can even further describe the content of customer base characteristics to obtain additional information. Then there is a psychological level to understand what the target customer’s ideas and beliefs are.
For example:
·What do they want to learn (in your niche)?
· How important is the information or products they provide to them? (That is their leisure hobby, or part of their work)
· What kind of media do they like to receive information and learn new knowledge? (Video, text, sound)
· What questions do they have about this market?
·How much do they know about the market?
S tep 3: Competitors and their own product positioning
In the first stage, you have at least selected a group of people who want to buy products as market targets, which also means that there will be competitors. Product positioning is to assist brands in finding special attributes to maintain competitiveness in the existing market.
For example, if you want to target marketing operators on social networks, the only key is that if you don’t write some tips or techniques about social networks, it will be difficult to build your readers. Because people are already very accustomed to using online media marketing websites such as Quick Sprout and Social Media Examiner as the main sources of information receiving.If this group of people just want to know how to use social media, they will choose to follow the websites they are familiar with.
However, every website has its shortcomings and cannot reach everyone. For example, some people like the "fast, simple, and easy to understand" method, and they may abandon the long forum Quick Sprout with more than 4,000 words. If you focus on the social network with images, you can use Pinterest.
Finding the "deficiency" and positioning yourself to attract readers from specific groups will be the key to winning. The wonderful thing about is that because the information you produce is exactly what they need, once these loyal readers come to you and like the content information you provide, they can help grow your followers.
· Find positioning, relying on the positioning matrix
So how to find the positioning of your own product and how to compare it with other competitors?
1. Draw a positioning matrix
2. Define competitors
3. Label competitors in positioning matrix
Positioning matrix is actually a simple table. Put special attributes on the X and Y axes, and then list all competitors on it, so you can clearly know where the difference is.
differences may be something that any reader likes or dislikes. For example, some readers have in-depth content, while others are beginners. The following provide several simple attributes:
· Difficulty: Simple/difficulty
· Details: Concise content/detailed steps
· Content form: Mainly text/lots of pictures/videos
· Experience stage: Beginners/professional
· Content length: Short/long
After drawing the matrix, then list the competitors. Under ideal circumstances, there should be 8-10 competitors. Taking the social network as an example, competitors may be listed as follows:
· Quick Sprout
· Buffer
· Social Media Examiner
· Convince and Convert
· Rebekah Radice
