How to do the content marketing of Xiaohongshu? It is not a dream to grasp these three layers of explosive articles frequently.

In recent years, with the gradual disappearance of traffic dividends, brands have found that the original marketing model of "spending money to buy quantity" has gradually lost its cost performance. At the same time, Perfect Diary has achieved success with high-quality and low-price product strategy and high-quality grass planting content on Xiaohongshu platform. This completely different marketing strategy from traditional brands has been imitated and used for reference by many brands. It is not difficult to find that content seems to be more and more important in marketing strategy, and sometimes even exceeds the status of the media. It is almost impossible to copy the successful path of perfect diary under the current situation that users of little red books are increasingly disgusted with hard and wide planting of grass and the platform is also cracking down on the current restrictions. Today, the real source marketing starts from the three bottom perspectives of content, and combines the content characteristics of the little red book platform to talk to you about how to do a good job in content marketing on the little red book. First, the attraction layer: the eye-catching attraction layer is the top structure of the content. Only attractive content can spread effectively and finally convince users. But now, people are exposed to a lot of information every day. It is not easy to stand out from the vast ocean of information, attract users' attention and let them click on your content. First of all, if a content (information) wants to attract people, it must meet three basic requirements: 1. Must get the understanding of the other party; 2. Must meet each other's needs; 3. It must be adjusted according to the objective situation (platform characteristics). These three basic requirements are not limited to the platform, not limited to whether you are making a fuss, or doing graphics and text, or doing video content. When applied to the content marketing of Little Red Book, the information conveyed by the cover and title of your notes is understandable by users and can meet some needs of users (learning knowledge; Solve troubles; Good expectations, etc. ), thus arousing the interest of the target population. So how to write a good title, a good cover and good content in an attractive layer? One of the most feasible ways to teach you here is to read more articles from peers. For example, your product is a lipstick. When I first came into contact with the platform of Little Red Book, my first task was to look at similar explosion notes and observe how the covers, titles and sounds of these explosions were written, and what tips were there. As a UGC content community that has been operating for many years, Xiaohongshu has its own voice environment, and some explosion titles have rules to follow and formulas to refer to. When you collect hundreds of peer headlines, you can certainly sum up the rules. There are many types of notes in Xiaohongshu, such as planting grass, evaluating, collecting and rubbing. The covers and titles of different types of notes are different, but they are often very beautiful or informative, which makes people want to find out. Second, the communication layer: let more people see that after accumulating certain experience in marketing the content of Little Red Books, they need to spend more time on selecting topics and create different dimensions and types of content, so as to reach more potential users and spread the content to more people. At this time, in addition to hot topics, you can also find the direction of topic selection through seo keywords. Or take the keyword "lipstick" as an example. The related content of Little Red Book has 5.93 million+notes, and there are many keywords derived, which can be used as the creative direction of the content. Moreover, if your keywords are subdivided enough, you can not only reduce the competition with your peers, but also improve the explosion rate and conversion rate. For example, if the price of your product is low, you can make "cheap lipstick", "100 yuan lipstick" and "lipstick recommended by the student party". Because the degree of competition of subdivided words is far less than that of the big word "lipstick", your notes are more likely to appear in the front position of the search, and because the users who will search for such content happen to be your accurate customers, the conversion rate will be higher. Let me mention one more thing here, because the life cycle of the little red book notes on the discovery page is about 30 days, and the subsequent note traffic is often brought by search. If you can combine keywords, write the right content at the right time, and lay the right keywords in the content, you can form a positive cycle of recommendation traffic+search traffic, and improve the content explosion rate! Talent delivery and communication strategy: many brand owners have consulted us: in order to do content marketing on Little Red Book, how can we find talent cooperation and make grass content besides producing content ourselves? Indeed, the launch of Daren will increase the exposure of its own brand/product in a short period of time, or drive transformation, which will be faster than making its own account. However, the strategy of talent placement is a big topic. Here are a few points: 1. Find bloggers who meet the tonality and try to find talents who meet the tonality or vertical field of the brand. You can learn about the fan portraits of bloggers through some tools. For example, your products are expensive and luxurious. If you find a blogger who focuses on cheap and good things to bring goods, it is likely to be "losing money and earning money." 2. Don't blindly pursue high powder and big V. Little Red Book still highly advocates the principle of "content is king". The more fans there are, the more traffic the platform will naturally give. On the contrary, although some bloggers have few fans, their content is strong and on the rise. If you vote for such a blogger, you will often get twice the result with half the effort. 3. It is recommended to plant soft grass, and no one likes to watch hard advertisements! Especially in the case that users have never heard of your brand and products, too much "hard and wide" promotion of yourself is not only easy to arouse users' resentment, but also easy to be limited by the platform, which is not worth the loss. Good grass planting content first does not arouse the user's plan, and then combines with the blogger's content as much as possible to convey some sense of value. Third, the persuasion layer: the ultimate goal of impressing users to do little red book content marketing is to drive target users to do behaviors that are beneficial to the brand, such as buying products or services, or recommending them to friends. But how to convince and impress users? As early as 2300 years ago, the Greek philosopher Aristotle put forward his unique view on persuasion. The great philosopher told us that persuasion has three elements: credibility, emotion and rationality. Your content should be credible: credibility is the premise of convincing others. If you want your content to be accepted by others, your brand and service must have credibility. The reputation of a brand is established through product quality and after-sales service, which takes a long time. However, the credibility of the brand is very fragile, which may be destroyed instantly because of a negative message. In recent years, there have been a lot of rollover incidents of online celebrity brands, with big gimmicks and sufficient traffic. No matter how well marketing is done and how hot it is, once something seriously damages the brand's credibility, it is difficult to recover the loss at several times the price. Therefore, product strength is the source power for the brand to continue to become bigger and stronger. You can have defects and optimize slowly, but don't deceive consumers. Only by strictly adhering to quality control can marketing go further. Your content should arouse emotions: as a means of persuasion, emotions are easy to understand and full. Nowadays, many brands pay more and more attention to scenes, stories, entertainment and immersive experiences. In marketing, we just make emotional efforts, make differentiated content and give people different experiences. In particular, some high premium products often pay more attention to meeting the emotional needs of users in marketing. For example, make products into "social currency" and become a symbol to show off to friends; Or create a beautiful scene to make you feel that you can experience this life with this product; Or bind some scenes and emotions, so that you can think of them at the first time when you encounter similar situations ... If your content can bring pleasure to users, or bring satisfaction to users after solving some problems, or give people a sense of struggle in learning knowledge, your ability to convince each other will become very easy. Your content should be rational: rationality refers to providing evidence for your point of view through tests, data and demonstrations. , so as to convince each other. If you often visit Zhihu and the Mile Mile Knowledge Zone and see some die-hard bloggers always express an opinion with strict logic, even if you have a little knowledge of this matter, you will be "unconscious" and subconsciously willing to accept each other's words. This is the charm of rationality, and many content creators will also increase the persuasiveness of their articles through a large amount of data. The content of rational evaluation in the little red book is often easier to explode, and there are also reasons for this. If your product is really awesome, and there are a lot of data and facts to prove it, you can speak freely and endorse your content. To sum up, the content marketing of Little Red Books should pay more attention to the content side. Without the logical chain of "attraction-communication-persuasion", the content cannot play an effective role. This in itself is a test of the content ability of the operation team. If every link can be done well, the marketing effect will naturally not be bad. Moreover, the underlying logic of content creation is the same. If you want to do multiple platforms at the same time, you may just change the form and choose a topic that suits the characteristics of people on different platforms. -Zhenyuan Marketing focuses on all-media marketing to help corporate brands enhance their influence and achieve long-term growth. You are welcome to leave your suggestions and feelings in the comments section. We * * * communicate with each other and make progress together!