Content Marketing Case Study: "Hour Master" Product Introduction Briefing
As we enter 2018, everyone should know the importance of content marketing. You don’t necessarily need to spend a lot of money to do content marketing. Carefully creating a corporate briefing and then disseminating and fermenting it through social media is also a good way to promote your corporate philosophy and products.
“Hourmasters (opens in a new tab)” founded by my friend Yao Changan (opens in a new tab) (Frank Yao) was established in August 2015. The website was officially launched in July 2016 and is positioned as a talent matching platform based on respect for professionalism. This means that as long as you have a skill, you can [earn income] with professional services (https://www.cool3c.com/article/114352 (opens in a new tab)).
Last night I saw Frank sharing Latest Briefing (opens in a new tab), using 22 pages to explain the characteristics of the Hour Master quite clearly, just like the netizen Zhe-Ping Shen (opens in a new tab) said, the quality of this briefing is very good (opens in a new tab), which shows the careful production.
If we say that content marketing is an art of communicating with customers without actively selling, then I think that beautifully crafted briefings are just a medium suitable for conveying and communicating ideas. Next, let’s take a look at this product introduction briefing from Master Hourly from the perspective of content marketing!
According to a study (opens in a new tab) released by Microsoft in the spring of 2015, human attention span has dropped from 12 seconds in 2000 to 8 seconds in 2013. In this fragmented era, the eyeballs of the consumer public are often attracted by colorful things. When you open the first page of a newsletter, the title that first catches your eye becomes the key to whether people will continue reading.
The main theme of “Freelancer will change the world” is concise and powerful, which will attract people to continue reading. How will Freelancer change the world? It would be better if we could see some clues or directions in the sub-label soon.
I am a little curious about the subtitle of this briefing “Inviting you to change the Freelancer industry”. The so-called Freelancer (opens in a new tab) refers to freelance workers or freelancers. Can these freelance workers who come from different fields and provide diverse services be collectively called an industry? If we say this is a wave (opens in a new tab) or a generation (opens in a new tab), there is no doubt.
Furthermore, this briefing mainly introduces Hour Master’s products and services, so it might be better if the “Hour Masters (opens in a new tab)” brand can also be brought out in the title.
In this 22-page presentation, we can see that Master Hour uses the “FAB Selling Technique” (FAB Selling Technique) to provide consumers with analysis and introduction to the benefits of the product through text, visuals and other communication methods in the presentation itself.
When using FAB sales rules to introduce the features of products or services, you can persuade customers one by one in a selective, purposeful or hierarchical manner based on their needs.
F stands for Feature or Fact, which refers to the attributes or functions of the product. Master Hourly clearly demonstrated the characteristics of its service through this briefing. A is Advantage, which means advantage. How do you differentiate yourself from your competitors? Master Zhong clearly pointed out that he can help customers do business in Taiwan all over the world, which is very convincing. As for B, it is Benefit, which is also the benefit and value that customers value most. Hourly Master’s demands of “pay first and then serve” and “receive payment within five days as soon as possible” are very attractive to freelance workers.
In this briefing, I did not forget to cite the cases of well-known bloggers such as Aiji (opens in a new tab) and Jianghu people call me Sister S (opens in a new tab) to clearly inform what high-quality services Hourmasters can provide to customers? However, in the copywriting part, I think it can be written more clearly. For example, when it comes to tens of millions of bloggers, I cannot quickly decipher the meaning of tens of millions literally. Is the traffic exceeding 10 million? Or is the performance reaching tens of millions? On page 20 of the briefing, I use “You are responsible for professional things, and I am responsible for other things” to bring out the Unique Selling Proposition of Master Hourly (https://www.vistacheng.com/nsysu-content-marketing (opens in a new tab)). I think it is great. But if you can use a little space at the end to put a call to action (opens in a new tab) (Call to Action), I think this briefing should be more impactful!
By carefully reading this carefully crafted briefing, we can not only see the entrepreneurial process and achievements of Frank’s hard work, but also the rapid iteration of Master Hour, transforming from an early talent matching platform to the current Freelancer accelerator. It is not just the replacement and upgrade of nouns or services, but also reflects the rapid evolution of the times and the large demand for experts and freelance workers in the market.
It can be said that Hourly Master is fully close to the pulse of the international market and is also quite down-to-earth. Well, I wish Frank and Hourly Master have better development, and I also hope that Hourly Master can benefit more freelance workers!
Further reading
- Use pictures and text to tell stories and create your unique content marketing tool
- Make good use of the SlideShare presentation sharing platform to create your new content marketing channel
Next step
Bring this topic to your team
Vista Cheng speaks and runs workshops on AI workflows, writing and content systems for companies, schools and public agencies.
