Get rid of the homogeneity of Xiaohongshu content! Based on the crowd + pain points, 13 content directions are derived to create a hot selling article in one go!

This article will explore in depth how Chuangfukang cleverly uses content strategies to create diversified content based on users' real needs, effectively convey brand information, and achieve a leap in product marketing conversion.

We have noticed such a problem: Currently, Xiaohongshu only uses one content template, and it is impossible to break through or difficult to find other forms of grass-planting notes?

As the starting point of product marketing conversion, seeding plays a very important role in user reach, but with the participation of more and more competing products, the effect of a single content form has begun to deteriorate. Therefore, this issue will take the medical device brand Chuangfukang as an example, and analyze its seeding logic in various content forms to provide some reference for everyone.

Content seeding is of great significance: it is not only the transmission of brand information, but also the continuous advancement and deepening of marketing effects. In the entire seeding process, the user's pain points are the core of the content output , so the content must be understood around the user's real needs and find opportunities in the scenarios where the target consumers live.

1. Users are the starting point for seeding, and all content and products need to start with insight into user needs ;
2. Content and products are the cornerstones of advertising. Content is effective only when it triggers users’ demand for brands/products .
3. The content note planting process can be summarized as: user insights - scene implantation - brand/product word soft implantation - product value/advantages - successful planting.

1. Brand-cutting high-awareness skin care users

Searching for the keyword " mask ", according to the notes, it can be found that users not only pay attention to different product functions such as "moisturizing, whitening", but also use it in a variety of scenarios, such as damaged skin barrier, dry and sensitive skin, oily and acne-prone skin , etc. At the same time, the sub-tracks of masks such as " medical mask " and " medical beauty mask " have a high search index, with the highest related search of more than 120,000 entries . Chuangfukang is a medical device brand, a typical medical beauty professional line product , and ranks high in the medical dressing market.

Xiaohongshu users attach great importance to the ingredients and efficacy of functional skin care products. According to the note data, the core products promoted are mainly the following:

Image source: Taobao

Through the above product analysis, we can see that the core user groups of brand products mainly include people who have optoelectronic medical beauty projects and people with certain skin pain points ;

From a product perspective, the ingredients in its related products will hardly cause skin damage, have a good effect on improving skin problems, and are relatively suitable for all skin types.

2. Strong pain point content captures the user's mind

To capture the user's mind, it is necessary to accurately locate the target user, explore the pain points, and formulate targeted content strategies . For most users with relevant skin problems, when looking for solutions, they tend to directly search for keywords related to their pain points, that is, a joint search of "product + pain point" , such as "sensitive skin mask" , "acne skin mask" , "medical beauty mask" , etc. These search terms can effectively help them obtain relevant information.

Based on its brand characteristics, Chuangfukang brand looks for segmented tracks, identifies people with relevant skin pain points and some corresponding product usage scenarios. The following is a summary of relevant notes:

Data source: Huitun Data

Overall, the population that promotes products can be divided into two categories: " people who are interested in photoelectric medical beauty projects " and " people with skin pain points ".

The following is an analysis of the relevant segmented seeding content gameplay based on skin pain points and medical beauty projects selected from the relevant core groups:

1. People who are interested in optoelectronic medical beauty projects

After photoelectric surgery, the skin barrier is damaged and very fragile. At this time, you should avoid functional products with complex ingredients to prevent burden and irritation to the skin. Chuangfukang's related products are originally medical beauty professional line products, which have a certain repair effect after medical beauty. Depending on the different medical beauty projects, the related grass-planting content also has certain differences. The following selected typical notes of projects such as water light needles, fractional lasers and photorejuvenation for analysis:

Water light needle notes 1: Expert perspective sharing of practical information

Core users: Potential users of the water light needle project

User needs: Care after hydrating injection

Product placement: As an industry expert, the blogger systematically shares practical knowledge on postoperative care after hyaluronic acid injection and places relevant care products, Chuangfukang dressing being one of them.

Image source: Xiaohongshu

Dot Laser Note 1: Pain Points + Strategy Tips

Core users: users who have acne problems and are interested in acne scar treatment projects

User needs: Understand the acne scar treatment process, postoperative care and surgical effects

Product placement: The first picture shows the real effect comparison . In terms of content, users share the entire process of their medical beauty projects, including the process - consultation - treatment - repair, etc., among which products are interspersed in the post-operative repair stage.

Image source: Xiaohongshu

Note 2: Sharing of useful information from the user perspective

Core users: Potential users of fractional laser surgery

User needs: Understand the knowledge of post-operative repair after fractional laser surgery

Product placement: Users share their own accumulated postoperative care experience, which mainly includes three important stages: post-laser surgery, scab formation period and scab falling period. Chuangfukang dressing plays a role in rapid cooling in the postoperative stage.

Image source: Xiaohongshu

Photorejuvenation Notes 1: Tutorials and Tips

Core users: Novice users and potential users of photorejuvenation

User needs: Understand the basic process of photorejuvenation and basic postoperative care knowledge

Product placement: The first picture directly presents the post-operative effect, the product is implanted at the beginning, and then the relevant knowledge of photorejuvenation is introduced based on the author’s own experience.

Image source: Xiaohongshu

Notes for people related to medical beauty with product as the main focus : Product awareness post (with brand awareness foundation)

Core users: People who have some experience in medical beauty and have some knowledge of the Chuangfukang brand

User needs: Post-treatment care and selection of medical dressings

Product placement: Considering the fact that I had dry face after the hydrating injection, I implanted Chuang Fu Kang related products, which played a role in hydrating, repairing and quickly cooling down after the hydrating injection.

Image source: Xiaohongshu

Note 2: Product awareness post (less brand awareness)

Core users: users who have some experience in medical beauty but are relatively unfamiliar with the Chuangfukang brand

User needs: People who have experienced problems with post-operative care after photorejuvenation and want to learn about post-operative care after photorejuvenation

Product placement: Starting from the product as a whole, demonstrate the superiority of the product from all aspects, and plant the seeds for "new" users. Product ingredients + efficacy - product "medical" qualifications - product safety, etc.;

Image source: Xiaohongshu

Note type 3: Product test post

Core users: users who are interested in/have demand for medical facial masks

User needs: Understand the outstanding advantages and applicable scenarios of different brands of medical masks

Product placement: Based on the experience of using products after "photorejuvenation", the authors summarize the specific skin pain points and outstanding advantages of various products, and then promote them to users.

Image source: Xiaohongshu

2. People with different skin pain points

Skin problems include but are not limited to sensitive skin, acne breakouts, damaged skin barrier, redness, sunburn , etc.; in the above classification, the various "repair" related notes are relatively general in the division of pain points and can all be classified as "rotten face".

Depending on the type of skin problem, the content of the recommendation varies. The following notes with clear subdivisions are analyzed, such as sensitive skin, oily acne skin, and dermatitis:

Sensitive skin People with sensitive skin have more fragile skin and are easily irritated, so they have higher standards for facial masks. In the daily skin care process, in addition to caring for cuticles, you also need to pay attention to seasonal changes, redness, allergies and other issues.

Note type 1: Useful information sharing post

Core users: those with sensitive muscle pain points

User needs: Solve sensitive skin problems

Product placement: The first picture directly shows the before-and-after comparison of skin care effects; the video systematically explains the knowledge of sensitive skin care, demonstrates while explaining, and implants a variety of products, Chuang Fu Kang dressing being one of them.

Image source: Xiaohongshu

Note type 2: Product awareness post

Core users: potential users who know the Chuangfukang brand

User needs: People with sensitive skin and medical aesthetics, who want to find suitable products

Product placement: Recommend dressing products to users based on their own strengths. The products have outstanding advantages such as repairing wounds, skin allergies, hemorrhoidal dermatitis, etc.

Image source: Xiaohongshu

People with oily acne -prone skin have excessive oil secretion on their skin surface, which makes them prone to closed comedones and acne breakouts. If skin care products are not used properly, problems such as stinging, redness and itching may occur. In addition, seasonal changes, changes in temperature and air can cause allergic reactions of the skin.

Note type 1: Product recommendation post

Core users: People with acne problems, students

User needs: Solve the problem of oily skin and acne

Product placement: Share from the perspective of your own experience, first raise the pain points you encounter, then make a systematic and comprehensive introduction to the product to plant seeds for users.

Image source: Xiaohongshu

Note type 2: Pain points + useful information sharing

Core users: People who have acne problems, lack basic skin care knowledge, and have insufficient awareness of the Chuang Fu Kang brand

User needs: Learn how to repair acne after it breaks out and reduce acne scars

Product placement: The video presents relevant effects and is authentic. Medical dressings can quickly repair acne problems, and Chuangfukang products are "must-haves" for acne-sensitive skin and can also be used for daily maintenance.

Image source: Xiaohongshu

Dermatitis Dermatitis is a chronic inflammatory skin disease characterized by sudden or recurrent facial erythema, papules, desquamation accompanied by itching, burning or stinging.

Note type 1: Useful information sharing post

Core users: users who have seborrheic dermatitis pain points and have little knowledge of the Chuang Fu Kang brand or are unfamiliar with it

User needs: Solve/alleviate seborrheic dermatitis problems

Product placement: By sharing one's own experience, demonstrating the advantages and features of the product through the introduction of a series of product-related effects, brand qualifications and ingredients, the skin barrier is protected and the skin condition is maintained.

Image source: Xiaohongshu

Note type 2: Pain points + product sharing

Core users: People who have dermatitis pain points but lack coping methods

User needs: Solve the problem of recurring dermatitis and learn repair knowledge

Product placement: Through a series of dermatitis coping methods, we explain the implantation of related products. The product recommendations are not limited to Chuang Fu Kang products, but also include other more practical products.

Image source: Xiaohongshu

Chuangfukang dressing products are mainly centered around the population, targeting people who are undergoing optoelectronic medical beauty projects and people with skin problems, and outputting content around the pain points of these people’s needs; in addition, there are many product-oriented posts, which also combine some pain point output content, targeting potential users who have a certain level of awareness of the brand.

In addition to capturing the user's mind based on the pain points of the core groups' needs as mentioned above, it will also add appropriate content at certain points in time to take advantage of the traffic from hot content.

Superimpose marketing activity content before the node , such as outputting "618" related stockpiling content notes from May to June last year, and outputting " Double Eleven " related new product repair mask content notes from October to November last year.

There will also be a certain amount of increase in related content during the season change period from " spring to summer " to " autumn to winter ". At the same time, we will seize the special period before " military training " to output sunscreen -related content. Chuangfukang's content gameplay logic on Xiaohongshu is mainly based on the different search needs that may exist in different user groups. Through a variety of content forms, it combines user needs and solutions to form a deep user cognition and obtain more sales conversions.

1. From the upstream words of "Chuangfukang" and "Chuangfukang Mask", we can see that relevant users will search for brands or products after searching for "photon rejuvenation", "sensitive skin mask", "rotten face" and other content, which is basically consistent with the direction of its content seeding, indicating that it has caught the user's cognition. Brands can use this as a test standard when seeding content and find the right content direction in the upstream words of the brand/product.

2. The basic logic of content seeding can be simply summarized as: understanding the user group, determining the direction of seeding content based on the needs and pain points of the group, producing relevant seeding content, breaking through the core group, and breaking through the circle layer by layer . Chuangfukang brand frames optoelectronic medical beauty groups and people with skin problems to output seeding content;

For example: showing skin pain points/skin condition after medical cosmetic surgery/comparison of before and after product effects to attract the attention of target users - combining user experience for sharing to increase the authenticity and persuasiveness of the content - providing solutions and suggestions for skin problems, implanting related products - introducing the advantages of the product to enhance the effect of planting grass.

Author: Nan Kaikou

WeChat public account: Nankaikou (ID: nnvoice)