Zhihu promotion, what is Zhihu tree planting? [Zhihu Planting Tree] is a new marketing concept of the Zhihu platform, that is, by displaying the customer's high-quality content in the first and fifth places in the search scene, in order to seize the key trust hub of full-link marketing.
First, the form of the product
The product includes three core parts: content production, search result placeholding, and search while watching;
Content Production: Through Cheese - Invited Quest Invite professional respondents to produce the most valuable product content of Zhihu.
Search results page placeholding: Occupy the search results of marketing keywords through the tree planting content search area (1+5 native display), and seize the key trust hub of the whole marketing chain.
Search while watching: Through the entity word scene on the content page, users can search for the target brand words and product words while watching, and guide high-interest users to enter the search scene.
Second, the product function and style
1.Content production
Cheese Invited - Tree planting mission
Combined with the marketing scenario, clarifying the target users of the tree planting task is the most critical step of tree planting.
For the purpose of maintaining and optimizing the reputation of brands and products for core users, the invited content should mainly cover brand words and product words.
For the purpose of seizing the category track for target users and strengthening the minds of target users, the invited content should mainly cover function words and category words.
For the purpose of large-scale market expansion for users with a wide range of interests and potential users, the invited content should mainly cover a wide range of festival node words, scene words, and crowd words.
Although a piece of content can cover multiple keywords at the same time, it is important not to be greedy and target the most critical target users).
Invited - Tree planting task content standard
The content is required to be original, objective, and true, with some knowledge content and professional height, and is easy to read and disseminate for the purpose of product power to interpret the content;
Recommend hard-core product power content: The content focuses on the customer's product power (product process, composition, quality, actual evaluation).
When a user searches for brand words and product words in Zhihu, they have become interested in this brand product, and on this basis, highlighting the product process, ingredients, and quality are what they are most concerned about).
Recommend and select professional respondents: focus on the three party respondents (constituent party, equipment party, and LOHAS party) who are more comfortable in writing professional content for customers.
Search behavior is closer to consumers' decision-making and is more likely to generate a sense of trust; Only the more professional attributes of the three parties can produce high-quality brand power and product power content; At the same time, the explanation and recommendation of professional insiders will also help users to further build trust in the brand).
2.Search placeholder: search area (native style of planting trees, only brand and product words are supported).
3.Search placeholder: hard wide + fifth native style
The first big image ad & the fifth native style (supported by brand, product, and generic industry terms).
The first place is the eight-square grid ad & the fifth place is the original style (brand product word).
4.Search as you look
Through the entity word scene on the content page, the brand's product words and brand words are highlighted on the whole site, and at the same time, high-interest users are guided to enter the search scene to achieve search while watching.
Zhihu promotion, do you know about Zhihu planting trees?