What is brand content marketing?
The so-called brand content marketing promotion actually refers to the brand's communication with content as the carrier. Its basic concept is that the audience can be attracted by the entertaining characteristics of content goods. The brand is put into the content platform, which enables the audience to receive the brand information while enjoying the satisfaction generated by the content, and deeply understand the methods of embedding the brand into the content platform. Why do small and medium-sized enterprises now increasingly favor "content marketing" as the first mover of the brand, and even make the traditional family large group enterprises or traditional large companies start to focus on "people friendly, content oriented, emotional", and then push the market to achieve "people friendly" equal communication and dialogue with consumers, It can be seen that the shocking power of content value cannot be underestimated. Nowadays, the marketing innovation methods of enterprises are taking "content innovation" as the engine driving force, focusing on shaping the brand's own advantages, in order to better establish "content" with the public +Emotion ”Style interaction and brand culture transmission. How to build your content brand?
The emergence of content brand depends on whether the brand regards "content structure" as the first mover force of the brand, and "content innovation" as the driving force of communication between the brand and consumers. In the book "Positioning", Traut, the world's top marketing strategist, pointed out that "what makes a company strong is not its scale, but its brand's position in the mind." In the rapidly iterative consumer world, brands should learn to actively enter the gathering place of consumers and hit consumers' hearts through content. The ultimate problem of content brand is to start from the content of interest, so that consumers can see, remember, and recall, and achieve the triple goals of accurate flow, reputation radiation, and commercial transformation. All brand growth comes from a source, and this source is often related to changes in consumer behavior habits. The closer the brand is to consumers, the more new brand growth points can be found at the first time. From this perspective, content brands tend to be more sensitive to the changes of new things, keep an open mind, and produce more attractive content with the help of new forms and new roles in a diversified ecosystem. In the new competitive environment, content capability has become the core weight of brands 。 In fact, the improvement of brand content capability is mainly attributed to the changes in brand thinking in these three aspects: 1. From search thinking to discovery thinking: under the logic of interest matching technology, brands should learn to actively create demand and establish trust relationship with consumers. With the help of the content creativity of the talent or head KOL, we can provide products or services based on demand, and become more "understanding" consumers. 2. From marketing thinking to operation thinking: In the past, brands emphasized creating marketing events at a certain node, but now in Diaoyin E-commerce, the daily operation ability of brands is actually tested. The brand needs to establish a self expression position, reach through normalized content, and form a long-term communication between the brand and consumers. 3. From flow thinking to flow oriented thinking: for brands, the key to flow is adaptation, and the combination of media and goods can better satisfy consumers' buying habits. Only by attracting the right consumers through high-quality content can we get real effective traffic and let brands and consumers go in both directions. Before focusing on where the traffic is, the brand should pay more attention to where the people are. The rise of content brands will certainly become the major trend of future development. In the face of change, brands should learn to find certainty in uncertainty. In the current era of increasingly high traffic costs, improving the brand's content capability is the basis for mastering business growth.
