Usually, there is no shortcut in marketing and don’t always expect viral content, even if we often see some content being swiped on the social media such as Facebook, TikTok and other digital platforms, so are these contents that can be screen-sweeping a good content marketing? Recently, a famous planner shared his views on content marketing.

The first point is that many of our understandings about the spread of the screen-spreading level are wrong. First, viral swiping is an outcome, not a method. For example, people often say that they are going to shoot a viral video, but in fact, the “viral video” is not shot because it can only be called a “viral video” after the video content has caused a large-scale spread. Before shooting, the result is completely uncontrollable. We also have no way of knowing what a viral video looks like. So “viral video” is an outcome, not a method.

In addition, our understanding of “content marketing” is also a misunderstanding. The concept of “content marketing” was introduced from the United States. The concept of content marketing in the United States means more about creating a page for content dissemination and making some films to convey brand content and value. The purpose of shooting is not to cause screen swiping. Screen swiping is a concept of communication, not marketing. Therefore, “content marketing” should introduce a brand or product through a piece of content.

For example, on Taobao’s product pages, why do you like some Taobao product pages so much? Why are the sales conversion rates of different Taobao product pages different? This is where the content of the product page comes into play. The content of some product pages is very touching and can answer users’ doubts. Such content will promote order placement and increase the purchase rate.

The second point is that if you want to make content that impresses people, you must have consumer insights. It means that you have to discover the habits, desires, and values that consumers themselves have not discovered and perceived. For example, sometimes when you see a video, you will feel that it is particularly resonant, as if this video was shot just for you. This shows that this content has insight into your behavioral habits.

In addition, you have to gain insight into a desire in people’s hearts. For example, if you sell your house and build a courtyard house in a place with beautiful mountains and rivers, it may be a false desire, just a spiritual outlet. But if you can wrap a fake craving, it’s especially beautiful. This kind of desire is also very attractive. Many advertisements show the life that consumers want but cannot get.

The last thing is to gain insight into people’s values. Xin Shixiang’s “Lost Book Battle” is actually a transmission of values. When people repost content in Moments, they are shaping their personal image and personal brand. You have made a piece of content, and who you want to repost, you can do it based on the interests of these people. Usually, you can pay more attention to the forwarding of Moments and then make some summary of values.

The third point is that marketing starts from observation, but many people are not very good at observation. Take shopping behavior in the supermarket as an example; there are many kinds. If you want to attract people’s attention, you need to pay attention to the packaging and packaging design. For example, Lechun yogurt used to be an e-commerce company. When it was sold online, most of the pictures were taken from an overhead perspective, so the logo and other highlights on the packaging are all on the top cover.

But when it entered the offline channel, there was a problem with the original packaging design because the logo was printed on the top cover. So when customers looked at it horizontally on the shelf, they couldn’t tell what yogurt it was, so Lechun yogurt’s packaging has been changed. As the channel changes, the thinking of marketing elements will change, and the thinking will also change from e-commerce thinking to shelf thinking.

In fact, all marketing comes from common sense in life. If you want to do offline marketing, you must go to the shelf to see how the product is displayed and how customers are attracted. People are willing to buy a product because of the advertisement, the manual, or just because of the above sentence. All of these are the reasons for your decision.