When it comes to content marketing, it may begin in the pre Qin period.
At that time, humans began to invent characters to record information through sheepskin, trees and other carriers, and information was spread by word of mouth or in the form of words. A hundred schools of thought may belong to the leader of content marketing in that era.
Confucius, a Confucian, marketed himself by spreading his own quotations and recruited 3000 disciples. Isn't that the model of content marketing in the education industry today? However, in this era, the media and channels are constantly changing, resulting in unique products of different times. Before the 1980s, television had not been popularized on a large scale. Newspapers and magazines had become a marketing paradise, carrying the promotion needs of many enterprises. All kinds of soft articles were not inferior to the current content. until In the 1990s, TV commercials prevailed, and TV shopping, hard broadcast and plot advertisements were launched one after another. Remember that The story of mother washing feet Is it? This is it. Brand marketing content of Harbin Pharmaceutical Group Even today, this content can still be regarded as high quality, with plot and conflict, which fully conforms to the principle of content dissemination. Excellent emotional arousal and storyline make this marketing content widely known. In the Internet era, new forms of content have emerged: Blogs, posts, videos, chat records, H5, etc. are all changes in form and media, and the core of their dissemination is still the content itself. Content can shape brand and directly drive growth. Unconsciously, content is becoming the center of marketing and the engine of growth. The promotion of content's position and value in the whole marketing chain is first benefited from the transfer of enterprise marketing positions 。 In the past, the main positions of enterprise marketing were traditional media, television, newspapers and magazines, radio, and outdoor. Therefore, enterprise marketing relies on advertising language, TVC, print advertising and other hard products. Now, the main position of enterprise marketing is in the content platform, Weibo, WeChat, Tiaoyin, Fasthand, Xiaohongshu, Station B, Zhihu, etc. When enterprises talk about marketing today, how to make short videos, how to make live broadcasts, and how to play in private domains make the content naturally move to the front and become the central topic of attention of marketers. The other is the change of user behavior. In the past, consumers were forced to watch advertisements, remember the brand passively, and then buy. This was passive payment for advertisements. Today's consumers actively watch the content created by the brand, actively search, connect with the brand, and then consume. This is active payment for content. This change in consumer behavior mode has made great changes in the way of brand building. In the past, the core of brand building was to focus on brand awareness. As long as the brand is loud enough, consumers will buy it. But now there are two new models of brand building:
First, take brand recognition and reputation as the center, which is the brand play method with content grass as the core; two It focuses on brand loyalty, which is a play centered on private domain traffic operation 。 In addition, there are changes in corporate strategy and business model. In the past, enterprises sold products+services, and their core competitiveness came from product differentiation. But now it is an era of product homogenization, and there is no differentiation in products, so we can only find differentiation in marketing, to fight for advertising, live broadcast, and kol level... More and more marketing expenses have been spent, and the average profit margin of the industry has declined. At this time, the industry began to roll, and a large number of enterprises chose to quit, leaving several oligarchs. When there is no differentiation in products, what enterprises should really do is differentiation in content. Make products different through content. For example, stories, emotions and values, scene experiences, and product IP are given to products. We can see that many new consumer enterprises and new popular brands have become selling content+experience. The core competitiveness comes from content differentiation. product +Content=Differentiation. Such as Zhong Xuegao's tile shape and Huaxizi's carved shape. product +Content=keep buying. For example, Coca Cola's various nicknames, lyrics, lines and city bottles ... Give consumers a fresh feeling, stimulate users to buy, and avoid aesthetic fatigue. product +Content+service=a complete set of commercial solutions. By providing an overall solution to consumers, let them pay the bill and form a lasting force. So today, when we talk about content marketing, it is far more than just a form of promotion at the communication and promotion end. Content in the entire marketing value chain has been traced back to the building of the brand end, the development of the product end, and even the design of the corporate profit and cash flow model. No content, no marketing.
