Content operation: connect with the target audience
When it comes to the function of copywriting, if you often watch my website, you may already have some concepts - from the descriptions on general product packaging, storefront posters in convenience stores to the Sales Page (Landing Page) on shopping websites, it is not difficult to understand the importance of copywriting in assisting sales or communication.
What is content operation?
I believe everyone can understand that writing good copy will help sell products and services. But why do we still need to learn about content marketing and operations, or even develop a content strategy? To put it simply, content operations involves core team members formulating a rigorous strategy in advance and laying out and displaying unique content through processes such as creation, planning, editing and organization. Through the dissemination of media such as graphics, text, audio and video, we can engage in dialogue with target audiences or potential consumers, thereby increasing user stickiness and retention rates, and specifically increasing the value that the company hopes to produce from its products or services.
A content operation is the set of processes, people, and technologies for strategically planning, producing, distributing, and analyzing content. When properly implemented, it unifies the customer experience across all departments and channels and allows marketers to focus on authentic, resonant, messaging that drives revenue and growth.
In other words, the creation, planning, organization and presentation of content, as well as its quality, quantity and production cycle, may affect the success or failure of content operations, and will also have a critical impact on the operation of products and services. The scope of content operation is very broad, and it no longer just stops at the level of copywriting, official website construction, or fan page management. It requires a bird’s-eye view from a higher perspective to be able to “see the forest for the trees.”
Target the target audience
After clarifying the definition of content operations, let’s talk about who should these carefully crafted contents be delivered to? As I often mentioned to my classmates in Copywriting Class, as a boss or entrepreneur, you may hope that the copywriting you have worked hard to write can be widely praised by people in Taiwan and even the world.
──But you know, this often costs a lot, and for sales purposes, it doesn’t seem necessary.
Just imagine, if you run a parent-child shopping website, your main target customer group should be fathers and mothers with babies at home, not ordinary college students or office workers. If you are a blogger who loves traveling, you must design content for readers who also like to travel to the far end of the world, and write down one after another of fascinating travel pictures and texts on your blog or fan page, so that people will immediately have the urge to book air tickets and hotels online.
Knowing who we want to “talk to” is undoubtedly the first step in investing in content operations.
You must have received various advertising flyers on the street, but did you know that there are techniques for distributing flyers? I have observed some work-study students who send flyers. In addition to being polite and friendly, they also filter the targets in advance. Instead of sending them to everyone, they target potential consumers before sending them. If you add the assistance of small gifts such as tissue paper and sticky notes, it may make people more willing to spend a few seconds to look at the contents of the flyer, which is quite powerful.
For example, if we want to sell real estate worth tens of millions to young office workers with a monthly income of only 22K, this is tantamount to seeking fish from a tree; and if we want to promote online dating services to middle-aged people or silver-haired people, we may need different marketing strategies and market segmentation.
☞Extended reading☜
Content operations involve a wide range of aspects, from content collection and creation to planning and presentation, to communication and dissemination, and finally to the review and evaluation of effectiveness. In this cycle, the formulation of content strategy is the most important, and the main focus is to get the right content to the right place and deliver the right content to the right group, so that everyone can get what they need and achieve mutually reinforcing effects. Therefore, the first step in content operations is to identify the people you want to talk to, and then design a clear [content strategy] for this group of people (https://www.contenthacker.today/2018/01/chl3-note1.html). In the field of online shopping that everyone is familiar with, the recently popular content e-commerce is cleverly using the power of content to help optimize the process.
Amazon founder Bezos once said, don’t spend your energy watching what your opponents are doing? Only by focusing on understanding the various needs of customers can we continue to improve the user experience and satisfy customers from all over the world with a pleasant shopping experience.
The rise of content e-commerce
In addition, Huang Hai, early project leader of Fengrui Capital, pointed out (http://www.iheima.com/zixun/2016/0614/156521.shtml) that content e-commerce can be divided into two types. One is impersonal content, such as pictures, articles or some shopping guide videos and communities; the other is personalized content, which is the so-called Internet celebrity. However, it is not just posting pictures of beautiful girls, video clips, jokes or bloggers’ shopping guide articles on shopping websites that can stimulate consumers’ desire to shop.
Content must be related to consumption scenarios or customers to make people excited.
Looking at it from another perspective, a truly powerful operating expert is one who has the ability to make consumers who have no clear shopping plans have an inexplicable shopping impulse when visiting e-commerce websites, and quickly place an order to complete the entire transaction. For the management team, only good content can directly touch people’s hearts and leave a deep impression on people. This is the core value reflected after formulating the content strategy.
Now, you should be able to understand the scope and importance of content operations. Please remember to connect well with the target audience in order to receive the expected results when investing in content marketing!
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