Experience from listening to the "Digital Marketing Practice Special Topic" by the Department of Business Administration of Soochow University: The Marketing Power of Content in the Digital Era

The author of this article is Gracelinwing (opens in a new tab), a student in the Department of Business Management at Soochow University. Thank you for your permission to reprint.

This semester’s “Digital Marketing Practice Topic” specially invites Zheng Weiquan (opens in a new tab) to give a lecture on “Content Marketing Power in the Digital Era (opens in a new tab)”. Zheng Weiquan (opens in a new tab) Lecturer (Vista) is the author of the best-selling book “[Content-based Marketing]” (https://www.books.com.tw/exep/assp.php/vista/products/001 (opens in a new tab) 0838761?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202204)” is the author of “Vista Writing Companion Program”. He is not only a self-media creator, but also often serves as an internal content marketing consultant for companies.

Understanding content marketing

In this lecture, Teacher Vista first lets us understand what [content marketing] is (內容駭客 marketing)? At the same time, we will introduce the advantages and strategies of content marketing, and finally use examples to deepen our understanding of content marketing. We can also find that this kind of marketing method has gradually integrated into the daily lives of ordinary consumers.

Teacher Zheng explained content marketing through definitions and descriptions, as well as interactive examples with students. For example, he first mentioned that traditional marketing directly states the advantages of the product, while content marketing enhances the value of the product and attracts the attention of customers by telling customers the story of the product. After that, he gave the students two types of copywriting to let us feel which type of copywriting is more attractive? Finally, it does show that people in modern times prefer the content marketing method of promotion, because this method is more touching.

IKEA case analysis

The most impressive part of the process was when Teacher Zheng used a graffiti photo of IKEA to make us think about why IKEA wants to do such a publicity? Although there is no clear answer to this case, the exchange and interaction with the students not only allowed us to better understand the practical application of content marketing, but also allowed us to reflect on the purpose and motivation behind companies doing content marketing.

Establish a systematic marketing thinking

In fact, I have been exposed to a lot of information related to content marketing in the past. Because I really like the field of marketing, I usually study on my own. However, even though I already have a certain understanding of content marketing, I still gained a lot from this lecture. Because during Teacher Zheng’s speech, we can look at the content marketing method with a more complete structural thinking, instead of just piecing together fragmented information. For example, we can use the data of community user habits to understand more clearly why content marketing is becoming more and more important in today’s Internet generation? We also learned about the content marketing types currently used by the most people, including e-newsletters, white papers, videos, etc., and we can also clearly understand the specific goals and processes of content marketing.

Teacher Zheng also constantly emphasizes that before creating content, you must first clearly confirm the goals and the people you want to communicate with, instead of blindly looking for information directly. Only in this way can you create good content more effectively.

I think this one-hour lecture is full of essence. It has given us a complete understanding of the field of content marketing from its origins and motivations to strategies and practical cases, and it has also allowed us to absorb all the content more systematically. Thank you very much Qiu Yingjun (opens in a new tab) for arranging this lecture, which has benefited us a lot.