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Text 丨 Analysys analysis
As a forward-looking content in the field of digital economy, the "Digital Economy Panorama White Paper" comprehensively interprets and reviews the digital economy through detailed data, helping enterprises grasp the direction under the tide of digital transformation and find new opportunities for overtaking in curves.
The "Digital Economy Panorama White Paper" has long focused on the field of content marketing. According to Analysys Qianfan data, by the third quarter of 2021, the scale of China's mobile Internet users reached 1.035 billion, a year-on-year growth rate of 0.46%. Judging from the data of the past two years, the year-on-year growth rate of mobile Internet users has been slowing down, the traffic dividend has peaked, and finding sustained growth points has become a challenge for the marketing of various brands. At the same time, the amount of Internet content creation is constantly rising. Analysys believes that the high-quality content of content platforms can reach the acquisition of user information and affect user consumption decisions in multiple scenarios, and open source brand advertising inventory.
Contextual analysis of content marketing
Traffic growth across the network has slowed, but content creation continues to rise, opening up advertising inventory
According to Analysys Qianfan data, by the third quarter of 2021, the scale of China's mobile Internet users reached 1.035 billion, a year-on-year growth rate of 0.46%. Judging from the data of the past two years, the year-on-year growth rate of mobile Internet users has been slowing down, the traffic dividend has peaked, and finding sustained growth points has become a challenge for the marketing of various brands.
At the same time, the amount of Internet content creation is constantly rising. Taking Bilibili as an example, according to its financial report data, in the third quarter of 2021, Bilibili's average monthly video submission volume increased by 80% year-on-year. Analysys believes that the high-quality content of content platforms can reach the acquisition of user information and affect user consumption decisions in multiple scenarios, and open source brand advertising inventory.
Young users are gradually becoming the mainstream audience of digital marketing, and marketing methods need to be continuously innovated
Judging from the current distribution of mobile Internet users, the proportion of young users has further increased, especially the proportion of post-00 users has increased significantly. Analysys believes that at present, young users are gradually becoming the main target group of digital marketing, so marketing methods also need to continue to innovate, so as to gain the favor of users with marketing methods that young people like.
Brand owners have a strong demand for innovative marketing forms, and the content marketing budget has increased significantly
With the change of "market rejuvenation" and the core topic of "finding sustainable growth points", the demand of brand owners for innovative marketing forms has also been continuously improved, and new requirements have been put forward for marketing platforms, marketing methods, marketing strategies, etc. The data shows that in 2021, the marketing forms in which advertisers intend to increase their marketing budgets are mainly concentrated in content marketing, accounting for up to 58%.
The current state of content marketing development
The forms of content marketing penetrate each other, and quality content becomes the core of connecting different forms
From graphics and audio in the 3G era to popular videos and short videos in the 4G era, and then to live broadcasts that have emerged in recent years, the forms of content marketing are becoming more and more diverse, targeting different user groups, and the platforms that carry content marketing also have their own characteristics.
At the same time, the boundaries of different content marketing forms are constantly converging and interpenetrating, and high-quality content has become the basis for connecting different content marketing forms. In addition, in the field of segmentation, through the insight of the young generation's pursuit of novelty and advocating personalization, blind boxes, popular IP, AB dramas, etc. have also become emerging forms of content marketing for some brands.
WeChat subscription account and self-media platform
WeChat subscription accounts and self-media platforms resonate and accumulate traffic by constantly updating valuable content, thereby realizing content marketing.
Blog tweets
With the rise of celebrities and KOLs/KOCs, the quality of blog tweets is also getting higher and higher, which can carry rich brand and product information, and such content marketing methods are increasingly favored by brand owners.
live broadcast
Live broadcasting has strong interactivity and user stickiness, the earliest rise in the game industry, the current live broadcast is one of the most important content marketing methods in the fields of e-commerce, games, tourism, and agricultural assistance.
Videos vs. short videos
Video content is highly sensory and flexible. Long videos have gradually become the origin of content, and the secondary creation and dissemination of short videos has brought great content marketing effects to superimposed communication.
audio
Audio has the characteristics of small usage scenarios and wide distribution of user age groups. Audio creators cover dozens of segments such as radio books, cross-talk, and children, and audio has become a more common way of content marketing.
Content marketing can continuously deliver brand message and value, but it is relatively weak in terms of conversion mechanism
Compared with traditional channels, content marketing has the advantages of diverse creative forms, high user acceptance, and long duration of marketing effects, and high-quality content can greatly help brands enhance users' liking and trust for brands. However, content marketing also has disadvantages such as higher operational requirements, slow communication effect, and insufficient conversion mechanism.
Content marketing advantage analysis
Content-driven marketing communication is no longer one-way linear communication, and content creation is continuous and diverse, the longer the content is retained, the higher the weight, the better the effect;
The content and product fit are high, the product is "dissolved" into the content, the brand reaches the user in a softer way, and the user acceptance is higher;
High-quality content with accurate delivery can enhance users' trust in the brand, improve sales conversion rate and repurchase rate.
Content marketing disadvantage analysis
Compared with other marketing methods, content marketing needs to accumulate a certain amount of delivery in the early stage, and has higher requirements for communication effects, such as team operations need to produce high-quality content in order to make content dissemination effective;
Content marketing has relatively indirect exposure to brands, and the user conversion mechanism is relatively weak.
The interaction and integration of content platforms and marketing have been further deepened, and the content marketing territory has continued to expand
In addition, the precise division of the user's multiple circles brings a fuller vertical content marketing ecology
In the process of development, a large number of vertical platforms have gained high recognition in their respective target user groups with the differentiation and refinement of content and services.
In addition, the content platform combines user portraits and divides the user circles with interests, culture, and scenes as the entry point, develops more diversified vertical content, and creates a content marketing ecology with vigorous development power through open and diversified relationships between users and content.
Typical case of content marketing
Bilibili – Generation Z user content marketing platform
Platform advantages: As a digital community with high commercial value of the Generation Z crowd gathering, user and content growth have maintained high-quality development
Content construction: Three-dimensional layout of content and service industry chain to meet the needs of users' aesthetics, creation and experience
In terms of content construction, Bilibili focuses on the three key points of IP, boutique and service ecology to support and incubate high-quality professional content, and constantly expands the boundaries of content. Bilibili is mainly based on high-quality video content, the platform content is comprehensive and diverse, and the PUGV content ecology is perfect, constantly meeting the needs of users' aesthetics, creation and experience.
Content marketing strategy: 4i interest marketing model, based on high-quality content to consolidate long-term user relationships, build brand equity
Based on the B station ecology, the "4i interest marketing model" - insight , resource (immerse), communication (impress) and compound interest (icon) is formed; and through the allocation of marketing resources, the four integrated communication paths of circle marketing, node marketing, event marketing, and grass planting marketing are used to finally achieve longer user retention, stronger user stickiness, and brand content asset precipitation around the content.
Content marketing case: "Dance Millennium" carries high-quality content creativity to convey brand information, help brands shape personalities, and build emotional resonance
Content marketing case: Buick Veyron, through the multi-dimensional content layout long-term effect to enhance the brand's new product communication heat
Douyin - comprehensive short video content marketing platform
Platform advantages: The scale of users has grown steadily, and diversified content provides resources for marketing
Content marketing strategy: improve the content business model and system, and multi-tool to help brand marketing
The Douyin platform relies on content as the starting point for long-term marketing, and the long-term diffusion of content brings about a stepwise amplification effect, and multi-channel and multi-dimensional release of platform content influence to achieve the integration of product and effect, and the main brand marketing.
Content marketing case: Build a whole chain of product effectiveness sales, and tap the value of content to help brands maximize marketing effectiveness
Douyin uses fragmentation to spread, so that the audience can truly participate in the program, and the content and program mechanism are linked to the majority of users to participate in the promotion of songs, making the Vibrato interactive variety show "Praise for Songs" a hot spot in the market.
Content Marketing Case: GUCCI uses brand creative interaction to attract user attention and enhance market influence
GuCCI takes the brand number as a tool to fully open up the content, image, innovation, fans and influence of GUCCI, and at the same time relies on the "Top 100 Plan" to quickly absorb fans, becoming the first brand number with millions of fans in the luxury industry, successfully building its own private domain, and continuously exporting brand power to the fan group.
Content marketing trend insights
Trend 1: Content marketing is video-based to help brands achieve marketing goals of product and effect
Video content is based on strong expressiveness, strong output and other characteristics, bringing important marketing energy to the marketing goal of integrating the main product effect of the brand. Among them, high-quality comprehensive video content can occupy users' attention and minds for a long time and achieve marketing reach effect; short and concise short video content can meet the needs of users' fragmented content consumption and quickly reach a wider range of user groups.
Analysys data shows that the video advertising market has picked up significantly, especially the advertiser's budget continues to tilt towards integrated video, short video, live broadcast and other traffic channels, and it is expected that the scale of online video advertising revenue will reach 200 billion in 2021.
Trend two: the consumption potential of the circle layer is released, and the content marketing moves from mass marketing to circle marketing
Analysys analysis believes that the characteristics of the circle of the crowd are becoming more and more obvious, the users of the circle layer such as the second dimension, hand-made, and e-sports are gradually affecting the trend of popular culture, and the consumption potential of the various interest circles is also being released, and the circle users have gradually become the key targets of content marketing.
In addition, the circle marketing of content is shortening the marketing path, the traditional marketing path has a long marketing chain from "communication - attention - find potential users - user consumption", and circle marketing is accurately placed into the circle of interested users, directly and quickly reaching the intended users, forming a communication effect. Moreover, in the current circle marketing process, it has also begun to pay attention to the linkage between the circle layer and the outbreak outside the circle layer, and through the continuous output of content, the brand product has become a national hit from the circle layer popular.
Trend three: brand owners continue to explore the main line of brand value narrative, culture empowers content marketing
For brands, content marketing needs high-quality content as the output core, and high-quality content should be able to carry the core of brand culture, trigger more emotional resonance and value recognition of users, and establish a relationship of trust with the audience in the soul. Therefore, brand concepts and values are still the main narrative line that brand owners continue to explore and strengthen output.
Empowering content marketing with the core of brand culture requires brands to clarify their own brand value propositions, deepen value content, attach importance to the integration of product and brand attitude marketing promotion, continuously enhance brand influence, and achieve double growth of user trust and brand sales.
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