How to write a content marketing plan? One article explains the entire process SOP!

How to write content marketing copy? This article talks about how to drive content marketing growth by using accurate data monitoring, flexible delivery strategies, thorough review, and clear optimization logic. Let’s take a look at the article to learn more.

1. Operational strategy: user insights and content needs

• Understand the platform rules and the characteristics of the platform's requirements for content
• Clarify user needs, and exhaustively list the pain points and search scenarios behind the needs

1. What is good content that can sell products?

We will use specific cases to help you understand what kind of content is good enough to sell products!

Content that users give feedback on is good content (this is also an important basis for the platform to distribute traffic to the content we publish);

We will also talk about what kind of content is bad content, and explain in depth why the traffic of some ranking content is declining now~

2. Content Creation: Content Strategy, Content Production

• Formulate content strategies based on demand and user behavior
• Build a content production framework and create sop to increase content output by 60 points

We will discuss with you in detail:

1. How to find user needs
2. How to conduct user insights

Does our product have a low or high decision-making cost for users?

When users generate product demand on Xiaohongshu: is it brand decision logic or category decision logic?

The above user decisions and product demand judgments determine our content strategy on Xiaohongshu, which involves: product selection, content delivery (expression direction), influencer selection, content rhythm and conversion rate.

2. What does the content do: Solutions

We will synchronize everyone's judgment criteria and methods regarding traffic priority: how to combine user needs and find words (scenarios) with high market demand to create content.

3. How to create content? Maximize the effect!

[Building content creation in 4 steps: finding a benchmark; disassembling; imitating; innovating]

Find benchmarks: Find good content from different traffic pools based on keywords and discover commonalities;

Breakdown: Cover; Title; Text; Comments, how do they attract users?

Imitation: 4 directions, iterative control variable method;

Innovation: cross-category replication; hot-selling products superposition; old framework + new words

【Establishment of Benchmark Content Library】

Summary of disassembly elements: user characteristics + needs; cover + title; content structure + depth; topic; comment area

【Copy homework in combination with content library】

Copy homework logic: keep the framework; change the material; add keywords

Leave the frame:

Retention: pain points, solutions, products, and content highlights;

Added: product, material and hot topic placement.

Change material:

Maintain: content logic; material sorting; material quality

Added: Product advantage materials

Add keywords:

1. Brand topic words;
2. Category core words;
3. User pain point words (keywords you want to position)

【Content innovation iteration】

Cross-category replication; copy the good models of other categories;

Hot item superposition: hot content + new elements;

Old framework + new words: the popular concept method is repeated;

In line with brand DNA : products; services; relevant to user needs, affordable and versatile; low cost of cognitive education; templates with traffic and can be copied;

In offline training, we will use specific cases to guide everyone to build the "copy + surpass" logic to adapt the effective content of their own products on Xiaohongshu according to the above direction.

4. Common problems when operating an account within a team [current limit; notes cannot be searched // users cannot be searched // account problems]

Judgment of Xiaohongshu traffic limit: Is it note traffic limit or account traffic limit?

Find the reasons for flow limiting and common solutions to restore flow!

4. Team Building: Data Monitoring and Volume Gaining

Establish data monitoring links to improve the team's effective output and review capabilities

Paid amplification of the team's content marketing capabilities and improved marketing output results

1. Three dimensions of delivery indicator monitoring

1. Indicators of different content efficiency;
2. Monitoring of user diversion costs;
3. Bringing monitoring of sales results;

The above three data can help us determine what kind of content is efficient in promoting content and is worth replicating and increasing in volume later. At the same time, we will use specific cases to help you review past low-efficiency content and solve the problems accordingly!

2. Paid traffic delivery standards and optimization logic for spotlight opportunities

When you find good content and want to release it, help your friends sort out the following points:

• Why do paid advertising? Maximize exposure of effective content.
• The value and usage scenarios of information flow, search advertising and other delivery tools;
• How to measure paid traffic delivery indicators?
• There are two key points behind the increase in the volume of effective seeding content: the measurement of effective content; the standard setting for increasing the volume
• The Focus Plan builds optimization logic around four scenarios: no consumption; consumption and poor production; consumption and slow flow; planned decline

Author: Nan Kaikou

WeChat public account: Nankaikou (ID: nnvoice)