Content is the key to "planting grass" marketing

At present, because of its large influence and small cost of publicity, grass marketing is a grounded recommendation method, loved by many users, and is also optimistic about many brands, all of which seize the position of grass planting on many platforms and get more user attention
.
In essence, the current popular grass is actually another kind of content marketing, although it still directly refers to the user's consumption desire, but the user puts forward higher requirements for the quality of the content, through more diversified themes and content, to shape a good word-of-mouth atmosphere, deeply affect the user's consumption psychology, so as to achieve the goal
of brand building and business growth.

Extensive is a thing of the past

In the era of traditional mass marketing, the way to grow grass is simple and rude, and many brands' cognition of planting grass is "buy number", and even the so-called "evaluation + Q&A + super anchor" formula for planting grass has been circulated
.
As traffic and content costs increase, this approach is clearly not sustainable
either.

The results of planting grass are blurred, and the effect is difficult to measure
accurately.
In terms of the measurement indicators of grass planting efficiency and effectiveness, the industry has not formed a clear and unified standard
.
Some brands look at the amount of exposure, but exposure does not equal the success of planting grass, and the effect is easy to be overestimated; Some brands directly look at short-term sales conversion, but there is a time lag between users being planted and purchase actions, and the cross-platform before and after link data is not connected, resulting in the underestimation
of the effect of content planting.

The grass link is fragmented, and the scattered delivery makes it impossible to settle brand equity
.
The effect of extensive grass planting cannot be accurately tracked and the data are not connected, and it is difficult to coordinate and link between different grass planting actions, resulting in the inability to continuously accumulate and reuse marketing data and crowd assets, and the lack of integrity, overall and sustainability of grass planting, which will lead to the loss
of brand equity in the long run.

Content drives sales

For a long period of time, content marketing is to create an opportunity for the interaction between brands and users, that is, the brand is based on a certain selling point of the product, and carries it with more common scenes in life, realizing the strong correlation between the selling point and the product itself, and also allowing consumers to remember the brand, and the brand also brings a steady stream of traffic to the brand with content, which is the underlying logic
of content-driven traffic.

Nowadays, the brand adopts the marketing method of planting grass, and its content purpose has changed, from content interaction to content to drive sales, such as e-commerce live broadcast anchors are through the explanation and trial of products, to promote products, and KOLs (key opinion leaders) are through knowledge, jokes, chicken soup for the soul, comics and other forms of output selling points, so that immersive marketing scenes, use scenarios to infect users, to achieve the purpose of sales, to achieve the integration of product and effect
.

Under the changes of the new consumption era, brands that are good at content creation not only have the ability to "plant grass" on social media, but also make it easier
for consumers to "pull grass".

This year, the Oriental Selection Live Broadcast Room ushered in explosive growth, and 4 teachers from New Oriental took turns to increase sales through bilingual live broadcasts and become "dark horses of traffic"
.
The form of teaching while bringing goods allows users to receive product information while also learning dry goods in daily English, and content has become the core factor
to strengthen user memory.
The 4 teachers successfully circled fans through strong expression and clear explanation, and many users said that they came to learn knowledge, and placing orders was casual
.
The content-driven interaction method has invisibly established a new understanding
of "ordering and shopping = knowledge payment" for users.

Content creates awareness

In addition to driving sales, content can also build user perception of the brand to a certain extent, that is, content creates user awareness
.
The reason why the current Internet celebrity brand can quickly get out of the circle is largely because the content builds the brand's cognition, and subtly integrates the brand's tone, temperament, personality, etc.
into the marketing content, which brings users a more intuitive and profound experience
.

For brands, grass marketing needs to strengthen the input
of information to users' attention, memory and cognitive value.
In the homogeneous aesthetic communication channel, grab the attention of users and strengthen the cognition and understanding
of content information.
In the process of content production and output, the brand value and content depth are matched, and accurate information output
is carried out around the user audience.
In the first impression, strengthen the user's cognition and emotional connection with the brand, pain points, tear points, and slot points can promote the user's memory and recognition
of information.
In the scenario application cognition of content, explore the potential needs of users, continue to attract users' attention, and finally create cognitive value
for users.
Focus on life, entertainment, and learning to enhance users' sensory experience and emotional value
of information content.

For example, Heytea, which continuously outputs a large number of grass planting content, realizes the value output from product transition to user experience and brand culture, and strengthens the concept of "new tea drinking", so it is loved
by young people.

Content creates new shelves

In today's changes in the market of people and goods, content can subtly build a new consumption field for consumers, such as Douyin, Weibo, Kuaishou and other social media not only have social functions, but also gradually evolved into a channel for consumers to obtain product information, understand product experience and even decide on consumption and purchase, so that those brands that are good at content creation and grass users have the ability to grow grass users on social platforms, and also make the new consumption era of weeding become popular
.
How to create new consumption scenarios in the era of social media?

In fact, the reason why the content created by grass bloggers will be popular and recognized is because the content creator is a real person with temperature, and the common strategy of bloggers through short video grass users is emotional rendering, and the story from the user's perspective is completed through content creation, which is closely related to the brand, and seems to weaken the role of the brand, bringing in a strong sense of strength, and it is easy to produce strong emotional resonance
.

With the development of network technology, the form of planting grass has shown diversification, graphics, live broadcasts, short videos and other forms have gradually been accepted by users, user roles have also changed, consumers have the dual identity of consumption and communication, but also make the weed-pulling marketing scene more diversified, at the same time the brand has also built a new consumption link such as social, content, e-commerce, such as e-commerce live broadcast is a new shelf
after the construction of brand content marketing.

For example, Li Ziqi's original IP, its series of products are a typical case
of original content transformation.
Starting from the visual entertainment needs of serving the audience with exquisite short video works, it has been verticalized step by step, attracting a huge loyal fan base
with professional content.
Then, it entered the e-commerce platform, opened an official flagship store, operated its fan base with commercial thinking, and smoothly achieved drainage, thereby realizing the commercial construction of
the brand.

(Gao Na comprehensive collation)

China Food News(November 15, 2022, Version 08)

(Responsible editor: Gao Na)