Patent group

In traditional 4P marketing, "product, channel, price and promotion" are often separated, and the brand department, marketing department and sales department even belong to different companies. In private domain operation, the business model is only simplified as "supply", "demand" and "link" in the middle. Links integrate channels, promotions, brands and even customer relationships. Content operation is an important and main job of "linking" supply and demand. The content of private domain operation in the decentralized era is marketing, which not only spreads and creates value, but also carries out customer relationship management. At the same time, content is no longer a simple exposure, but a driving force for users to participate in corporate actions. The basis of material content operation is based on the market-recognized "product value proposition (product matching with the market)", and content delivery also depends on customer labels and customer stratification, as well as various digital contacts, to push the content that customers need to customers at the right time. First, the value of content operation: content operation serves the strategic goal of the enterprise. Content operation runs through the whole life cycle of customers, and is deeply involved in every link of innovation, transformation, repurchase, word of mouth and recommendation. In the process of innovation transformation: one of the purposes of the content is to plant grass, arouse attention and interest, and stimulate demand. Calling for the purchase of content is more reflected in: arousing interest, building recognition and trust, generating attention, triggering behavior, and staying in the process of product use: content serves as customer service, product use methods, more uses of products, providing help, managing and guiding customer experience; Content operation establishes familiarity and psychology with customers, maintains the relationship between customers and feelings, and creates psychological and emotional value for customers beyond the physical attributes of products. Interesting and valuable content improves customer retention and activity. In the repurchase and word-of-mouth link: the content should help to confirm that the customer's choice is correct and wise. Content should realize product value, strengthen, create models and examples, create cases, create communication platforms, create group knowledge and circles, and play an important role in customer sharing in the growth process. Valuable content, customers automatically share fission is better than the enterprise's own innovation. At the same time, the precipitation of customers' reputation will also provide important reference for other customers' decision-making, which is conducive to the transformation of enterprises. In other links: content operation should also serve community operation, live broadcast and video operation, collect more materials and samples while providing content, and at the same time participate in the manufacture of more content with users. This is a traffic sedimentation tank in the private field, providing communication contacts and opportunities; Content interaction is also one of the ways to obtain customer information and labels. Content itself becomes a part of customer value, establishing long-term relationship with enterprises and establishing stickiness. It is not difficult to establish a "touchable" state between enterprises and customers. What is really challenging is how to use professional knowledge and ability to transform various information such as brands, commodities, activities and services into content that customers are interested in, so as to realize warm and valuable interaction. Second, content collection and creation Before doing content collection, creation and dissemination, we must first have an insight into the user's content needs and understand the customer's demand for content and how to receive it. For example, in terms of product information: the product information that customers want to know includes: What are these products to me? Why should I use it? What are my values and interests? Why should I buy yours? How can I identify this information? What is the environment of R&D? What is the production environment like? What are the other consumer groups? What is their feedback letter after using it? How do I buy it? How should I use it correctly? Target customers: What are their favorite and most commonly used ways and channels to receive content? WeChat official account? Website? Video number? WeChat group? Wechat one-on-one? Do they prefer professional science to be profound or simple and straightforward? Do you prefer text pictures or videos? Do you like cases or majors and data? These even need us to test. Content operation should create valuable content. Valuable here means valuable to the target group. In content, "useful", "interesting" and "relevant to me" are indispensable. Unusual "useful" and "related to me" are: the content conforms to one's own values, to one's own preferences, to one's own ambitions, to the labels, honors and personnel designs that are conducive to improving oneself; Help others, follow the hot spots to show that you are not behind the times, prove that your choice is correct, and have new ideas and new knowledge; Knowledge, dry goods, methods and skills; Knowledge and information you want to know; Have material benefits for yourself (prizes, coupons, red envelopes), make friends, and so on. Interesting: the interesting content is to break away from convention and put forward products, ideas or services that are contrary to the mindset. Vivid, novel, mysterious, controversial, humanized, story-telling, scene-based and interactive (* * * creativity) How to create the content that users are interested in: the most commonly used methods: sensibility (attractive), sensibility (not indifferent) and values (like-minded). In addition, it should be beneficial, useful and stylish (social currency attribute). The content that users want to share can show their own value and taste. The reasons for sharing with customers are divided into the content produced by enterprises and the content produced by customers' creative activities. The contents produced by third-party organizations include: a. Product content: product knowledge: popular science, principle, (literature source, book source), raw material analysis, product story: developer's story, raw material story, case story, legend story, product information: hot story, product scene: demand description, demand analysis, use experience, use quality test, use experience and product advantage. Selling points of patented products: advantage analysis, effect analysis and comparative analysis of competing products. Product description: usage, preservation method and clever collocation. Product production process: raw material collection, processing and factory inspection process of packaged products: inspection steps, inspection standards and inspection tools. Endorsement of third-party inspection of products: b, enterprise content: enterprise strength, enterprise background, enterprise honor, public welfare, enterprise culture and values, workflow and scenario, cooperation standard c, industry content: latest scientific research, cooperative institutions, dry goods of health knowledge, research, data, white paper, national policy d, mall promotion: latest promotion activities, promotion guide, mall strategy, promotion poster, group strategy, and so on. Another important content is the creation of enterprise founder IP (such as Luo Pang, 1, founder story. As a symbol of love, the founder story of Dove is a touching love story. As a representative of personal legendary experience, the founder story of Chu Orange is an inspirational emotional story. These include the founder's experience, research and development stories and so on. 2. Patented exclusive core technology products. There is a unique patented technology in a certain subdivision, which is constantly manifested and strengthened into a group knowledge, which is also the power of word of mouth that people often say. 3, beyond the value of the product itself. Products represent a better way of life, a life attitude and values. Every well-known product has long been divorced from the basic function of the product, and the potential driving force behind it is self-realization, respect for needs, social needs and so on. After long-term repeated contact with users, it has become a unique value label in the eyes of users. Content created with customers: 1. Let users participate in the process of product development, packaging and listing, participate in brand building, and let customers see the results and feedback. Let users participate in the development of games. 2. Accumulate the content and materials of user's word-of-mouth and product feedback, and encourage users to share the product use process, experience, harvest and product use method. 3, community interaction, creating community topics and content, forming topics precipitated by content, allowing target users to generate * * * voices, associations and express their wishes; The knowledge threshold and production threshold of the topic should be as low as possible, so that users can have a sense of existence as much as possible; The topic must have a certain discussion space. Part of third-party content: refers to some national policies, industry information, popular science knowledge, news reports, hot events and so on that are valuable to customers and related to our services and products. Third, content push and communication strategy: communication strategy: visibility, interest, reliability, memory, sharing, communication platform selection: from the media and other media. From the media: WeChat official account operation, short video operation, live broadcast operation, small program mall details page, comments, questions and answers; Customer service wechat, friends circle, etc. Other media include: Zhihu, Weibo, Baidu Keywords, Auto Express, Bili Bili, Tik Tok, Little Red Book, Headlines, etc. Other third-party vertical platforms, etc. According to the distribution characteristics of customers, we should establish our own main content positions. In the early stage, you can focus on content construction and push it in the WeChat ecosystem. When the brand grows rapidly, it needs omni-channel content layout. In the media, it is mainly content push, and in the public domain platform, it is mainly to establish search content layout. Push strategy: Only when the content is relevant to the target group will it generate interest and attract attention. Pushing the customer's favorite content is effective and does not disturb the delivery. Only push the content that customers need, care about and are interested in, and choose the content that conforms to the user's psychological positioning; The official account operation, video number operation and WeChat community operation in the promotion and dissemination are described in detail in another chapter. 4. Content sharing, forwarding and splitting: If you want to motivate users to actively share your content, remember these three steps: combing the engine, creating the forwarding content, enabling the forwarding tool 1, and creating the user's forwarding engine and the reason: the reason why users are willing to forward: the content conforms to their own values, preferences and wishes, which is conducive to improving their labels, honors and personnel settings; Help others; Paying attention to hot spots shows that you are not behind the times: you can help prove that your choice is correct; Have new ideas, knowledge, dry goods, methods and skills; Have material benefits for yourself (prizes, coupons, red envelopes) and so on. 2. Create motivation and materials for punching in, and create materials that users are willing to forward. And a variety of options. For example, various pictures, videos, texts and posters, or users can choose by themselves. As an operator, it is easy to manufacture in batches. If you don't actively output these contents, users may or may not create them themselves, and the certainty and proportion will be greatly reduced. 3, forwarding tools: mass production of materials, not the last step, but also need forwarding tools to empower. The so-called "feeding users to the last bite" means that users can complete the forwarding operation very simply without making them feel troublesome. What you want to achieve is to let users forward with one click. He doesn't need to think, or even have time to think. At the moment when he was happy, his finger moved and this sharing was completed. In addition, fission forwarding is needed, and some hyperlink points can also be used. If he helps you spread it, the content will be fast.