The era of content marketing operation: Where will Taobao small and medium-sized sellers go?

　　In 2019, Taobao rules are constantly being improved. Whether it is search or e-commerce, high-quality content is loved by search engines. Now Taobao wants to enter an era of content-based operation. How should we small and medium-sized sellers change it? How do you understand content operation marketing? Actually, it’s very simple, it’s social operation.

　　Take a look at a chestnut: "Why are Weibo experts so easy to make money now? Because they have fans, are these fans all in vain? It's impossible. In the current era of the Internet, it is possible that if you just have an unexpected action, there will be millions of people paying attention to you? Why? Because your action resonates with them, data spread too slowly in the past, so it is impossible to form such a thing~"

　　These Weibo experts are just interested in creating topics, attracting fans, and! They will operate their fans, and then slowly accumulate them through time, and finally form a huge fan base, bringing them high returns!

　　The era when traffic is king is slowly leaving the market, and Taobao must know this better than me, so why does it need to operate content now? Because he wants us to consolidate our traffic empire! Another of the previous traffic black holes was a black hole. Ma Huateng also said that he wanted to do content. Why? Because these big guys have all got this signal, in fact, Tencent can get up because it has a huge fan base, where QQ and WeChat users can be his fans from other perspectives, so he has become an arrogant big guy.

　　Students who have watched this Taobao merchant conference should have received a message, right? 1. Taobao’s main support for content-based specialty merchants this year. Now there are only more than 2,000 specialty merchants. What is the goal this year? With more than 6,000, there is still a lot of room for development. If we want to transform into a big business, then now is the best time! 2. Taobao’s internal channels have been opened! Those who have watched the merchant conferences in the past few years should know that each department rarely had intersections before Taobao, and the direct train is a direct train that has no connection with search.

　　So what exactly should we do now?

　　The first thing is to position your own store style and tone. Optimize your products and create content! Operate your own fans, create 'hot products', and open up traffic in the public domain.

　　1. How to position your own store style?

　　1. Do whatever you like. In such a huge traffic empire, you will always find the same people as you. The premise is that you choose to do it, the fan base is large enough that you can keep it going in the future!

　　2. Just do the easiest thing you do now. What are the sources of goods nearby? Which sources of goods are easy to make content-based? What content do you have experience in this area? Just follow this.

　　2. How to optimize your products? What to optimize?

　　Basic: You need at least one picture for each product on the white background. You need a full body picture for the first screen of the hand screen. The tone of the store pictures should be unified. Don’t have many messy models!

　　3. How to create content?

　　1. Actually, it is not difficult. Just post some content about the people you want to attract, such as: if you sell sports equipment, then you must want some competitions, or if your product is unique enough, just recommend the product as a content. Haven't there been another football match recently? You can do some content around these. In fact, sometimes you might as well post some pictures or videos of your own sports, which can attract some fans~

　　2. Content-based: Pictures, texts, short videos, voices, and live broadcasts are all content-based channels, which mainly depends on you attracting your customers~

　　4. How to operate your fans?

　　Fans led them in, how can they keep them? As the saying goes, it is easy to fight the country, but it is difficult to defend the country. What can we do? The daily dynamic release of your own store and group chats are also a good way to improve your fan interaction while retaining them. What is your relationship with your clients now? You are a little internet celebrity, and customers are just small fans. You don’t have to be tall, but you must be the person they want to become or admire like {store}.

　　5. Create "hot products"

　　In fact, this point is my own personal point of view. Why create a 'hot product'? Because this hit product is no longer the same as the hit product before. The previous hit products just said that the product has good data performance and Taobao will show you, so that the public can know more. Then they will buy it if they like it, and if they don’t like it, they will leave!

　　What does this popular product mean now? You want to create a product that customers like you need! And products that are easily attracted to similar customers. This product will be an important means for you to attract more fans! This not only attracts a large number of fans, but also further strengthens the store's label. Many of the other sellers who have good content on Taobao have several "hot products".

　　6. Public domain traffic is connected!

　　When all the previous points are done well, public domain traffic is not difficult to obtain. Because the few actions I made before will also be displayed in public domain traffic, but there is no small fight in front of it. Now, let’s talk about it separately, it is your "hot product". Now you need to grab fans from Taobao’s public traffic channels. Because the store you build cannot be the only one on the Internet, what you have to do is to attract those that have not been discovered on Taobao and to force others to take over the store. My products are better than you, and your fans belong to me!

　　What is public domain traffic? Except for your own fan traffic, they are actually traffic in the public domain, but now we need to do a good job of connecting you and Taobao traffic. What do you love shopping? Headlines, and you love to play games. These are the channels of content!

　　Taobao’s gaze cannot be behind us. What we need to do now is to “go with the flow” and be bigger than others when diversion is diversion. Money can’t be earned by one person. Many times, all you need is an opinion and idea. The practice is your own, but the idea and opinion may be better than your own if you use other people’s. Because when the height of standing is different, the view itself is different.