Pay less tuition | Daily grass-planting and breaking circle marketing actions are opposite!

Want to do both seeding and marketing? Then check if you are doing it right!

In today's rapidly changing marketing environment, brands must accurately grasp the characteristics of different marketing methods in order to stand out. Daily grass-roots marketing and breaking circle marketing are two common but completely different content marketing strategies. Grass-roots marketing focuses on long-term influence and establishes brand awareness through continuous penetration; while breaking circle marketing pursues explosive communication and reaches a wider audience in a short period of time. Both have their strengths, and brands must use them reasonably according to marketing goals and product characteristics.

1. Characteristics of grass-roots marketing

Daily promotion is a product-centric content marketing method. In this model, brands usually work with KOLs/KOCs to dig deep into content around product selling points . KOLs will convey product value to target audiences and build brand favorability through real-life usage experience and life-like scene implantation . This process is gradual, and the goal is to gradually penetrate the user's mind and enhance brand awareness and trust through continuous exposure and interaction.

Daily promotion has high requirements for content quality and marketing appeal . The topic selection must be closely related to the core selling point of the product , and it must be approached from the user's perspective to provide valuable and reliable promotion content. At the same time, it is necessary to do a good job of crowd positioning , and achieve efficient distribution of content through precise contact and diversified communication . High-quality daily promotion content can not only guide consumption, but also enhance brand reputation and lay the foundation for the long-term accumulation of brand assets . For specific strategies, see the previous 10,000-word analysis | Achieving global conversion through people-oriented marketing on Xiaohongshu

2. Characteristics of Breaking Circle Marketing

Different from daily promotion, breaking circle marketing is a content marketing method with KOL as the core . In this model, brands will cooperate with top influencers/artists with strong influence and appeal , and use their personal charm and popular elements to achieve rapid breaking circle dissemination of content. This type of content usually uses curious and interesting creative ideas to create topics and discussion space, arousing the curiosity and participation of the audience. Products are cleverly combined with the personality of influencers to achieve scenario-based implantation , and quickly increase brand exposure with the help of the influencer effect.

Breaking circle marketing pursues the explosive communication effect of a blockbuster. The topic selection needs to keep up with the hot trends, understand the user's pain points, and break the audience's circle barriers through unexpected creative expressions. The goal is to detonate social networks in a short period of time and reach a wider audience. Successful breaking circle marketing can not only bring a lot of traffic to the brand, but also trigger secondary communication , form brand topics, and increase brand attention and reputation . For specific strategies, see the previous 10,000-word analysis | A complete closed loop from breaking the circle to harvesting on Douyin

3. The relationship between grass-roots marketing and breaking circle marketing

Daily content promotion and breaking circle marketing are two important branches of content marketing . They complement each other and have different focuses . Daily content promotion focuses on products and is based on long-term accumulation; breaking circle marketing focuses on influencers and pursues short-term bursts. In actual operation, brands need to flexibly choose and combine the two methods according to marketing goals and market environment.

It is important to note that you should not mechanically apply the routines of daily promotion to break-circle marketing . Break-circle marketing emphasizes winning by surprise , breaking conventional thinking , and capturing the hearts of users with creativity and freshness. If you copy the content logic and dissemination methods of daily promotion, it will not only be difficult to achieve the effect of breaking the circle, but it may be counterproductive and cause user disgust. Therefore, when planning content to break the circle, brands should dare to break the inertial thinking and use bolder imagination and creativity to plan explosive content that is impactful and topical.

4. The metaphysics of content marketing

Content marketing is a profound subject, and different content usage methods will produce completely different marketing effects . In daily promotion , brands usually adopt relatively scientific and rational methods, based on data analysis , and use traffic algorithms to achieve accurate content reach and conversion. This is a relatively controllable and predictable process. Through the analysis of user behavior, preferences and other data, the selection of content, style and distribution strategy are continuously optimized, and finally a stable promotion effect is achieved.

Breaking circle marketing is more like a magic of marketing creativity . It does not stick to conventional data rules, but creates phenomenal content that breaks the limitations of traffic algorithms through unique creative perception and keen market insight . In this process, brands need to have keen observation, imagination and creativity , understand users' emotional appeals and social psychology , and plan infectious and topical explosive content. Successful breaking circle content can usually trigger strong resonance and spontaneous dissemination among users, detonate social networks in a short period of time, and bring huge brand volume and influence.

V. Conclusion

Daily promotion and breaking circle marketing are two important but "opposite" modes of operation of content marketing. The former focuses on products, while the latter focuses on influencers; the former seeks stability, while the latter seeks speed. The two complement each other, and brands need to flexibly choose and combine them according to specific marketing scenarios and goals.

In today's rapidly changing marketing environment, the creativity and emotionality of content marketing have become increasingly important. Relying solely on big data and algorithms is no longer enough to meet users' growing personalized needs. Brands need to gain a deep insight into users' emotional appeals and social psychology based on data analysis and create high-quality content that is warm and creative. Only in this way can they truly win users' trust and support and achieve long-term development.

Author: Brand Old White

Source: WeChat public account "Brand Laobai"

This article was originally published by @BrandOldWhite on Operation Party. Any reproduction without permission is prohibited.

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