Traditional customer acquisition channels are declining, and content marketing is becoming more and more important to enterprises. According to the research, 88% of B2B businesses and 86% of B2C businesses are engaged in content marketing and spend more than 25% of their budget on average. In the study, 75% of CMOs believe that content marketing is the future.
However, with the bombardment of in-feed advertising, users are becoming more and more "vigilant" when it comes to obtaining information, and at the same time, people's attention spans are shrinking, from an average of 12 seconds in 2000 to 8 seconds today. How to impress potential users and spread brand appeal in the shortest possible time has become a problem that marketers rack their brains to think about.
As a way to disseminate content as a carrier to occupy the minds of users, the core point of content marketing lies in "resonant content", "valuable content", and "content that can inspire users to share", including audio, animation, live broadcast, APP, games, etc.
"Storytelling" is a common way of content marketing. Corporate brands often use storytelling to engage users and build trust. Before telling a story, brands need to be clear about one thing: what kind of humanity do they want to resonate with the user circle they want to reach through insight and communication?
For example, the May 2020 "phenomenal" content marketing case "Hou Lang". On the occasion of the May Fourth Youth Day, Station B released a "Speech for the New Generation" - Hou Lang", which focuses on believing in the future and being positive and optimistic. But the times are more fortunate to meet you like this." It is this moving emotion that stimulates the resonance of the front and back waves, promotes the spontaneous communication of users, and combined with the new brand proposition of Station B, boosts the stock price of Station B against the trend**.
A good story can bring users into it, trigger "empathy", and make users feel empathetic and identify with the information based on content, thereby deepening brand value.
We should pay attention to the following when conducting content marketing:
The content field should be focused on and continue to cultivate, even if it cannot become the head of the field, the brand's label must be deeply imprinted in the cognition of the audience in the field;
The content should be high-quality and make users feel that the time they spend is worth it;
Content achievements should be accumulative, and the accumulation of brand content into IP can allow the brand to form a distinct memory point in the hearts of users, and even drive product sales and promote business development.
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