Seize the three secrets of content marketing: deeply rooted content production methods, are you doing it right?
This article is written by Osri Co., Ltd. Thank you for authorizing the “Content Hacker” website to reprint it. We hereby express our gratitude.
[Why we reprint this article] If a DM is just a DM, it will often be thrown into the recycling bin once the promotion season is over. However, information that is useful to consumers often has a different fate. It will not only be firmly remembered, but even saved. Content Marketing is to let your consumers know that the information you provide can be effective for them, and when they have problems in the future, they will come to you to solve them!
Looking at content marketing from Quanlian Life Magazine
In the era of information explosion, how do you capture the public’s attention and make consumers willing to absorb useful new knowledge from you; instead of just hype and gimmick information, which will be worthless once it fades away from popularity? Writing real and meaningful “content” will be one of the best ways, and the same is true for marketing.
For example, the “Quanlian Life Journal” (http://www.pxmart.com.tw/px/edm.px) launched by Quanlian (http://www.pxmart.com.tw/), the content compiled in it will make readers find that it is different from the DMs in general stores. In addition to attaching the products and prices of the current promotion, Quanlian Life Magazine also includes [life suggestions] (http://topic.commonhealth.com.tw/lohasiPad/), which “teaches” you some tips.
Before the arrival of the Lunar New Year, Quanlian takes advantage of the situation to promote cleaning supplies for year-end cleaning. But after reading it carefully, you will find that two-thirds of it teaches readers how to clean.
[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg7c-Bt6vMz3Y7lubz6JjvtFNcrsr2GXvZMH9aLAUJ1wCGKhfqA BmZX0GUYP18-D88HNQzckyDCIdhhEAPVVr3Y1ybLb6DjlgVjQKECQYzx1U1vNTOeE0eWLPHv0NtukT370fj02sG6ti2R/s1600/image025.png)
Image source: Quanlian Life Magazine Online EDM
If consumers only get ordinary promotional advertisements, they may lose it after just one look, because these product promotions have time limits, and once the time has passed, they will be of no value to consumers. Quanlian has compiled cleaning tips. These daily tips are not only very useful, but also meet the current needs of the general public. What’s even better is that they can also recommend promotional products.
Such a promotional advertisement brings consumers not only special offer information, but also real “content”. It can arouse consumers’ interest and continue reading, allowing merchants to smoothly convey product feature information to consumers.
Content Marketing (Content Marketing) is a science. But what kind of content will attract consumers?
Three key points to attract consumers
Taking Quanlian Life Magazine as an example, we start from three major points:
- Who are the readers?
First of all, you need to know who your readers are and clearly differentiate between customer groups. Focus can find target customers and make marketing more effective. Quanlian mainly sells daily necessities, snacks or fresh food, etc. The customer base is mostly families, students staying abroad, etc. The consumer group is relatively broad, and the content can be extended to target promotional products.
This promotion provides cleaning knowledge and meets the cleaning needs during the New Year. It can be used by families who want to clean efficiently, and even company employees doing year-end cleaning. If the product is clearly positioned and the target customer group is clear, it can capture the audience’s preferences.
- What do consumers want to know?
Please preset the consumer shopping scenario first. When he was holding baking soda powder in his hand and thinking about its uses, Quanlian Life Magazine described the cleaning effect of baking soda powder. It can be added to shampoo and stirred evenly to help clean the scalp; it can even be used to clean sweaters to increase their softness.
When merchants are promoting products, if they can provide consumers with detailed uses of the products, it will increase consumers’ willingness to purchase. Quanlian Life Magazine has prepared a wealth of content. In addition to the cleaning tips, it also introduced coffee varieties and flavors, and even taught how to choose fruits and vegetables. This is because the consumer group of Quanlian is relatively broad and can be tried in many ways. Regardless of the industry type, the outline of content marketing is mostly teaching, new knowledge, etc., rather than blind promotion.
Take the [Influxx Chuanchuanliu] (https://www.shopinfluxx.com/) website as an example, which specializes in selling genuine leather goods. Customers who are buying genuine leather bags for the first time may want to know how to maintain leather. Chuanchuanliu provides introductory tutorials on leather maintenance. If a customer accidentally scratches his bag, how should he deal with the scratch? This website also has an introduction. Through their professionalism, they bring consumers a sense of trust and deeper leather goods knowledge, which is helpful for brand management.
[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj9vn5PU4lGeFaOpGLAmQu7BLsMesNeMjLcD3Kxn-95fiMgZ7Es hcl4gkrV-ut_ASbbe42oyhbAkjBI4p8tH_TBxn7mLFlRiHAUXP_8E82eh2ujB3QzdQlNS47n1Vzl_18QwKg9PNAD_AZe/s1600/image014.png)
Picture transferred from Influxx Chuanchuanliu
For EDM and DM advertising, your loyal consumers will expect to see product specials, but this may not be the case for ordinary consumers. This is where practical information about content marketing comes in handy.
Going back to the example of Quanlian Life Magazine, readers may not have the need to buy cleaning supplies, but want to know some tips on cleaning. Quanlian can successfully reach consumers and increase their willingness to browse. Therefore, the “content” of content marketing can be based on the purpose of the product and guided by consumer needs to simulate consumer problems and help merchants conceive content.
- Is the content suitable for the season and festivals?
Timely release of seasonal information can more effectively attract consumers. If content marketing can be combined with Festival Marketing, the benefits will be doubled! Take Quanlian Life Magazine as an example. It launches relevant content just in time for the Spring Festival, which makes it easier for consumers to want it. Consumers are in need of a major cleaning recently, but the glass cannot be wiped clean no matter how hard they wipe it. Seeing how to easily deal with dirty glass with these cleaning tips, it is a good idea to learn and use them now. The advantage of being in line with the season is that it makes consumers interested “now” and guides them to browse current promotions.
Take a long-term view with content marketing and pave the way for the future of your brand!
Content marketing focuses on foresight, and the benefits it brings are far more than you imagine. As far as online content marketing is concerned, it has the following advantages:
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Helps with SEO search engine optimization If you provide great content information and netizens find it useful, the longer they browse, the lower the bounce rate will be, which will improve the ranking of your relevant web pages over time. When netizens search for similar information in the future, your webpage will be the first to be seen.
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Increase website traffic Good content will attract users to watch. Through the improvement of natural rankings, it will be easier for netizens to find you, which will in turn bring website traffic. The long-term effect of content marketing is not a short-lived advertisement, but a real foundation for the website to take root and lay the foundation.
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Establish a professional brand image Sharing your expertise will be more persuasive than a bunch of advertising. People are tired of overly exaggerated advertisements. Providing information from an objective and professional perspective can create a professional image of the brand. Take the Influxx website as an example. Since they sell genuine leather goods, they emphasize the origin, characteristics and advantages of leather materials. They also provide leather care knowledge on their blog. The brand image of both “quality” and “professionalism” is obvious. [](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhKnRdaWIRY8oLvLRTZv0g0iFSJk9Pto_EJkXe71K9ALKjn7G7g A2tEXhHchOMG136YTJZjS5kqENGYlwZWccGQ_m3amwgC17IFRXOA-4zsegCUTAJOxDQAuM1Sh_MDOvpOP_Q-CReHB64A/s1600/image004.png)
Picture transferred from Influxx Chuanchuanliu
- Expand visibility If your “content” can be liked by the public, you will have the opportunity to be shared on social platforms, gain public attention, and let everyone know you. In fact, more and more businesses are beginning to understand the importance of [content marketing] (https://www.contenthacker.today/2017/10/nsysu-speech-content-marketing.html), and are using content promotion to increase exposure and cooperate with social posts, advertisements, etc. to expand visibility.
[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEivXdWOlD6-LUNm33c0SRqqxCAYW_FYeSpPprUMOIZiGB-_VCOA ewoooaQPj_Oc6GTPV__tfYEJRGCn6wsB6vmvyHEuTK7U8d3UVBph6dtID5Cj9j8MMRH_nVcAupzELEHDm4uJkOjE7Lq0/s1600/image041.jpg)
Image source: morguefile
The best thing about marketing is that you don’t know it’s marketing. The biggest feature of content marketing is to spread meaningful and free information to consumers, allowing consumers to voluntarily acquire relevant knowledge and unknowingly learn brand information. Making good use of content marketing, providing a mutually beneficial method for businesses and consumers, and successfully making your brand deeply rooted in people’s hearts will be one of the principles for sustainable business operations.
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★ This article is written by Osri Co., Ltd. Thank you for authorizing the “Content Hacker” website to reprint it. We hereby express our gratitude.
★ Picture source: Osri
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