From 2017 to 2018, from the initial single content delivery to the overall content planning and layout, Taobao showed that content marketing is not short, flat and fast. From planting grass (changing consumer perception to deepening consumer perception) to growing grass (fully covering consumer consumption links and fully exposed), it all shows that content marketing is to occupy the market in a long-term way, which is more durable and latent. And where are the consumers? Which consumers are more suitable for our store? This requires understanding the crowd portraits of the store/brand while also understanding the crowd portraits of each content channel.
1. The importance of crowd portraits
Many stores will have their own crowd portraits, but in applications, they may be used for product selection and direct drilling, and ignore the importance of "people-goods-site" to the creation of the store media matrix:
In fact, this is a process of upgrading from traffic management to consumer management.
2. Understand your consumers
Consumers’ interests are the direction of content marketing:
From the different interests of consumers, match content channels, match corresponding category experts, and match corresponding presentation methods. Only in this way can the matched content population be consistent with the store population.
3. Content channel crowd
Only by knowing yourself and your opponent can you do useful work. Therefore, we need to understand the characteristics of the population in different channels and the browsing preferences of consumers in different channels: the layout and distribution of content can be combined with the population and categories of each channel to adjust the number of articles. At the same time, when setting the content theme, we can also focus on optimization to find our own population.
Fourth, expert group
The channel may say that we are using the resources of experts to help you access the public domain channel, so the population portrait of experts is not important. But we can actually think about the expert’s portraits. The expert’s label represents his professionalism. From the consumer level and age group introduced by experts, we can also analyze what type of consumer type this expert can communicate with, and the effect is more ideal. Therefore, when choosing an expert, you also need the expert’s own expertise, and whether it is consistent with the interests of the store’s consumers.
5. Consumers decide on content media matrix
Match the store crowd portraits, the platform’s content channel crowd portraits, and the expert crowd portraits, formulate content delivery layout plans, and then use different content forms (single items, lists, posts, videos, etc.) to build the interest scenes that consumers like:
Of course, while doing content layout and traffic, the store's internal strength is definitely essential. For example, material delivery, landing page, scene map, scene video, promotional activities, etc., all need to be connected at the same time to realize a delivery strategy of thousands of people, from planting and raising grass, and then drilling and cutting grass directly, can real consumer traffic management be achieved.
Six, summary:
In 2018, content layout should be made with "warm" content, and it is no longer a single advertising implant. Only by starting with consumer management and upgrading traffic management - operation management - promotion management can we increase the store market share in a more comprehensive manner. If we want to sell the right products to the right people in the right scenario, we need to know where these right people are, that is, where the channels will these right people appear, and then we can lay out our right products in these channels to reach these right people.
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