Zhihu Promotion, what is Zhihu Tree Planting? [Zhihu Tree Planting] is a new marketing concept of the Zhihu platform, that is, by displaying the customer's high-quality content in the first and fifth places in the search scene, in order to seize the key "trust hub" of full-link marketing.
First, the form of the product
The product includes three core parts: "content production", "search result placeholding", and "search while watching";
· Content production: Invite professional respondents through "Cheese - Special Task" to produce the most valuable product content of Zhihu.
· Search results page placeholding: Occupy the search results of marketing keywords through the tree planting content search area (1+5 native display), and seize the key "trust hub" of the whole marketing chain.
· Search while watching: Through the entity word scenario on the content page, users can "search while watching" the target brand words and product words, and guide high-interest users to enter the search scene.
Second, the product function and style
1. Content Production
Cheese Invited - Tree Planting Mission
Combined with the marketing scenario, clarifying the target users of the "tree planting task" is the most critical step of tree planting.
· For the purpose of maintaining/optimizing the reputation of the brand and products for "core users", then the invited content should mainly cover "brand words and product words".
· For the purpose of seizing the category track for "target users" and strengthening the minds of target users, the invited content should mainly cover "function words and category words".
· For the purpose of large-scale market expansion for "widely interested users and potential users", the invited content should mainly cover a wide range of "festival node words, scene words, and crowd words".
(※ Although a piece of content can cover a variety of keywords at the same time, do not be greedy and lock in the most critical target users)
Invited - Tree planting task content standard
The content is required to be original, objective and truthful, with some knowledge content and professional height, and the content is interpreted with "product power" for the purpose of easy reading and easy dissemination;
· Recommended hard-core product strength content: The content focuses on the customer's "product strength" (product process, composition, quality, and actual evaluation).
(※ When a user searches for brand words and product words on Zhihu, they have become interested in this brand/product, and on this basis, highlighting the product process, ingredients, and quality is what they are most concerned about)
· Recommend and select professional respondents: Focus on the "three parties" respondents (constituent party, equipment party, and LOHAS party) who are more comfortable in writing professional content for customers.
(※ The search behavior is closer to the consumer's decision-making and is more likely to generate a sense of trust; the "three parties" with more professional attributes can produce high-quality brand power and product power content; at the same time, the explanation and recommendation of professional insiders will also help users further build trust in the brand)
2. Search placeholder: search area (native style of planting trees, only support brand and product words)
3. Search placeholder: hard wide + fifth native style
· First big image ad & 5th native style (brand/product and generic/industry words are supported)
· First image eight-square grid ad & fifth original style (brand/product word)
4. Search as you look
Through the entity word scene on the content page, the brand's "product words/brand words" are highlighted and exposed on the whole site, and at the same time, high-interest users are guided to enter the search scene to achieve "search while watching".
Zhihu promotion, do you know about Zhihu planting trees?