How to get accurate leads through content (Part 2)

How to accurately obtain clues for content production? On the one hand, we need to clarify the underlying logic of content production, and on the other hand, we need to understand the "tool" for obtaining content clues. So how should we develop clues? Let's follow the author to find them in the article.

1. How to obtain accurate content clues

Through the previous article, we have a relatively three-dimensional understanding of content. So, how can we accurately obtain clues for content production? On the one hand, we need to clarify the underlying logic of content production, and on the other hand, we need to understand the "tool" for obtaining content clues.

1. How to obtain the logic of accurate content

(1) "Inner" - first cultivate the inner

Clarify brand positioning and tone

The creation of content must start from within. Any brand's communication is intentionally or unintentionally conveying at least one clear value proposition. Of course, it is best to have only one value proposition. All internal personnel should have a very clear understanding of the brand's positioning and value proposition, and need to express the brand's current strategic content emotionally, and remind themselves from time to time not to deviate from the operational content, which is futile and fruitless.

Who is your precise user? Who is the core of your content?

No brand can do business with everyone in the world, so we must be clear about who the users of the product are and who we are always serving. Because there are many ways to play a brand, a single-brand strategy is relatively easy to control, but a multi-brand strategy will test the operation team's control over the content. We must clarify the relationship between "product-brand-user" and balance the "degree" of content to user service.

Everyone in the internal team must execute around a unified strategy

The internal team needs to establish a mindset transformation between the overall strategy and the execution of node work, and needs to clarify the stage and significance of the current work for the overall strategy. Everyone in the team must stay within the framework of the grand strategy and work around the goal, and the same applies to the production of content.

(2) “Outside” – connecting to the outside

"Strategic emphasis and results acceptance" from external third parties

Cooperation with a third party requires two points to be clarified, namely the brand's current strategic content and results acceptance criteria. The third party must have a very clear understanding of the brand's positioning, target users, tone and other completed basic constructions. Only in this way can they better understand the strategic content approach and empower content production through their expertise. On the other hand, the third party's results acceptance criteria cannot be based solely on user data. Content production, content reach, content conversion, etc. all need further consideration.

About C-end content acquisition and formulation

To obtain C-end content, we need to start from the needs of users in multiple dimensions and deeply understand the motivations behind the needs of users. Behind the motivations is the task-driven nature of user behavior, but users do not know about explicit needs and other content. For example, a user needs to buy nails when he goes to a store. His motivation is to drill a hole in the wall, and his task is to hang an oil painting to decorate the atmosphere. However, users do not think systematically, and what the content needs to do is to present these thoughts in a more interesting way. Therefore, in-depth exploration of the needs of target users is the key to content acquisition and one of the considerations for content formulation, followed by value promotion, creativity, and interactivity with users.

About the role positioning and empowerment methods of the B-side

Simplify the role of the B-side as much as possible, empower the B-side to complete content marketing actions by acquiring and formulating C-side content, and at the same time ensure that the B-side maintains consistency with the brand strategy and the unity of the user group during the marketing process.

2. Really and effectively obtain accurate content clues

1. Know your users well enough, data+

We build a trust mechanism with users, allowing them to gradually develop trust through repeated content exposure. Through data analysis of user groups, we can understand users at a deeper level and in more dimensions, understand their commonalities in living habits, consumption habits, and spiritual needs, find their pain points through data analysis, and determine the direction of content through in-depth research on pain points. Interestingly, in actual operations, when we are one-on-one with users, we face real human nature, and human nature is also one of the clues to accurate content.

2. Use B-side resources to establish a "channel" for users to speak

Many large companies have abundant B-side resources, especially for companies that only do B-side business. The key to serving the B-side well is how to help the B-side complete sales better. Vice versa, for example, Microsoft invests a considerable amount of money in the C-side market every year, with the aim of better helping the B-side sell products. Therefore, helping B-side resources establish a channel for "dialogue" with users is also one of the sources of content clues. Regarding brands, products, and users, we can continue to think about them in N dimensions from a macro perspective.

3. Listen to the real voice of users

Throughout the entire operation process, user thinking must be one of the contents that must be practiced throughout. A group of people can be portrayed, but a person can only be human nature. If the user's true humanity is broken down as common content and the user's real psychological activities are retained to the greatest extent, it will also be very easy for other users to generate empathy.

4. Establish an “interaction mechanism” between content and users

There are many ways to present content, including short videos, texts, posters, event promotions, community operations, etc. Every interaction with users is also an important source of accurate content clues. However, because the scope of coverage is often too broad, it is necessary to have insight into the content clues delivered and to determine whether it is the content needed by the target users.

3. Correct content output for effective growth

1. Content layout and basic construction

(1) Layout: Different platforms have different mechanisms, and different content presentation methods but consistent tone.

The layout of content, on the one hand, must rely on various platforms, and on the other hand, it must be targeted according to the overall content strategy layout. Therefore, we must deeply understand the mechanisms of each platform and deeply polish the content presentation method. Whether it is Douyin or video account, whether it is a public account or Xiaohongshu, each platform has different requirements for content presentation, so it also determines that the core goals of each platform are different. However, the core users and content tone of all content should be consistent with the brand tone. (Note: The account layout of each platform is not completely included in this list)

(2) Construction: The construction of a content platform that serves the needs of target users can also follow the basic logic of private domain operations, namely "attracting new users - private domain sedimentation path - user retention - user conversion". The user needs at each stage are different, so the content platform layout should open up the user flow channel in the shortest possible path. While the content solves the needs of users, it should also pave the way for the user's next action, thereby realizing a closed loop from content to growth.

2. Content production and user trust

(1) The purpose of the content is more important than the content itself

In the "Meaning of Content" section, we explained the different meanings of content. Therefore, after finding the precise clues of the content, we need to conduct a systematic and in-depth analysis and classification of the clues, clarify which part of the problem that the content clue can solve, and which platform and form it is more suitable for delivery. The purpose is to clarify the accumulation of unit content for the realization of goals in a certain stage, so that the content itself and the users at the corresponding stage can fit each other.

(2) Make your target users truly trust your logic: Be sincere and practical

The profit ratio of placing marketing ads on public platforms and one's own community is naturally different, which involves the issue of user trust. Content is a direct reach for users. To a certain extent, the presentation of content in different forms and stages also builds a natural entry ramp for user trust from a macro perspective, allowing users to naturally trust the brand along this ramp. Therefore, the content needs to clarify what the needs of users at different stages are, how to solve them, and to what extent other demands can be solved, and provide users with content references sincerely and effectively, because it is practical, it will be seen by more users.

4. Summary: Continue to produce content with a growth mindset

All content produced needs to be seen, and who wants to see it and who will see it may never reach an agreement. Therefore, this puts more stringent requirements on the precise control of our content clues. To achieve data-driven and measurable content production and presentation, to serve the user's full life cycle needs, and to continuously attract more young user groups, the objective requirements for operations colleagues are still relatively high. But in short, look at users with a growth mindset, create content with the user's mindset, and find accurate content clues from this dimension, at least the direction will not be wrong.

Author: Sister Persimmon Talks About Products

Source: WeChat public account "Sister Persimmon Talks about Products (ID: diandihuijin)"