Content Marketing Is Key to SMB Growth
- On July 30, 2022
- china content marketing
Since 2020, the epidemic seems to have become a nightmare that many companies cannot escape. In the absence of the epidemic, it is not easy for small and medium-sized enterprises to achieve growth, let alone in the case of repeated epidemics and lack of resources. Nevertheless, for small and medium-sized enterprises, how to overcome all difficulties and achieve growth in this state is still an urgent top priority.
In the past, when companies used marketing to achieve growth, they mostly used hard advertising, including television, newspapers, and radio advertisements. Consumers were constrained by the scarcity of media. Such methods can achieve excellent results, but in terms of information In the era, consumers’ attention has been highly dispersed, and this method obviously cannot effectively capture users. Therefore, if you continue to choose hard and wide, you need to have high-traffic blessings, and exchange high-traffic ratios for more accurate users. Based on this, the commercial centers of major cities with a daily traffic of millions of people have become a must for enterprises. By opening a store or placing advertisements here, it attracts a large number of precise users, but for small and medium-sized enterprises, the cost of placing is obviously unaffordable.
Compared with offline, the effect of advertising hard advertising online will be greatly reduced. Online, consumers face various platforms and various information, and their attention is highly dispersed, and there is a natural repulsion to hard advertising. not good. Therefore, to carry out online marketing, it is necessary to weaken the nature of marketing and enhance the nature of content, that is, content marketing, so as to truly attract users.
Another focus of content marketing is distribution, and the focus of distribution is the selection of channels, or collocation. At present, the mainstream channels include major search engines, Baidu Know/Zhihu and other Q&A platforms, Xiaohongshu, forums, Tieba, etc. Each platform has its own characteristics, such as Xiaohongshu, which is positioned as “Amway” Practical sharing for planting grass”, there are mostly female users, the content is highly professional but more relaxed and lively, and it is a social platform with a high degree of integration of life sharing and e-commerce attributes.
Therefore, enterprises need to consider whether the brand tonality is consistent with the platform tonality when selecting channels, and the content production should also be consistent with the platform style. It should be pointed out that the selection of channels needs to be based on the overall situation and consider whether a linkage effect can be formed between platforms. The so-called linkage effect means that different content can present a more complete brand image to consumers, rather than causing confusion. It is better to fill the online time period of consumers, which is why online marketing has begun to move towards integrated marketing in form, and channel integration is one of the key points.