2017 Taiwan Growth Hacker Annual Conference: Green Vine Vitality uses warm content marketing to create atypical rapid growth
Strictly speaking, I am not the target audience (TA) of Greenvines (opens in a new tab), but I have heard the name of this company before and some interesting things they have done, such as [11/11, Greenvines will not open a store (opens in a new tab)].
At the time, I thought it was just a marketing gimmick, but when I heard many friends around me saying that they were fans of Green Vine, I realized that this local company, which won the highest annual honor of “B Corp” (B Corp) “Best for the World” in September 2016, is really not simple!
At this Taiwan Growth Hacker Annual Conference, co-founder and CEO of Green Vine Life Zheng Hanrui (opens in a new tab) (Harris) gave a speech titled “Greenvines: Not Just Facebook’s Atypical Multiple Growth Model” and talked about the process of co-founding Greenvines with two other NTU Finance Department alumni in 2010.
Harris also mentioned that when he was studying at MIT, he was inspired by Brian Halligan, CEO and co-founder of HubSpot (https://en.wikipedia.org/wiki/Brian_Halligan (opens in a new tab)), and completely learned the concepts and techniques of inbound marketing. Later, after completing his studies and returning to China, he led Green Vine to focus on products and concepts, combine high-quality content and digital tools, and then create atypical rapid growth in the age of communities led by Facebook.
Although I am not familiar with fresh produce or beauty products, when it comes to blogging or content marketing, it is within my scope. It is not difficult to imagine that the thinking of inbound marketing has a profound impact on Harris and even the vitality of Green Vine. When I saw the slide above, I couldn’t help but smile.
For me, who often teaches courses related to blog writing and management, on the one hand, I affirm the foresight of Luteng Vigor and noticed the importance of blogs from the beginning of the business. However, I also saw that they pursued growth in the number of articles, but did not have a clear content strategy at the time, and were unable to focus on unique and attractive topics.
Fortunately, Harris soon realized: links are the currency of the Internet, and if you want to have currency, you must first create great content. Therefore, starting from June 2014, Green Vine vigorously launched a new wave of marketing activities. Not only began to write blog articles regularly, but also began to summarize the target users’ profiles (https://zh.wikipedia.org (opens in a new tab) /wiki/%E4%BA%BA%E7%89%A9%E8%AA%8C_(%E7%94%A8%E6%88%B6%E9%AB%94%E9%A9%97)) (Persona). However, what is more paradoxical is that although website traffic is increasing day by day, revenue has not grown accordingly.
[
It was not until later that I met Lin Siwu by chance and started working with Awoo International (https://www.awoo.com.tw/ (opens in a new tab)). Then I started to search engine optimization (SEO) and remarketing (opens in a new tab) (Retargeting) and found the right direction. Through the operation of this growth loop, the conversion rate of consumer shopping has been increasing steadily.
Talking about the atypical growth of Green Vine, Harris summarized three keys, namely advertising, public relations and inbound marketing. Hearing this, it also reminds me of the relationship between Earned Media, Owned Media and Paid Media that has been mentioned many times in content hacker lectures. I also agree with what Harris said. The core of advertising, public relations and inbound marketing is actually the content that carries the concept.
He also further mentioned that although content production is important, the same content should not be pushed to every consumer, but should be customized for the target audience. In other words, the content produced by Green Vine must shoulder the mission of educating consumers, strengthening the brand and increasing sales. What Harris said touched me very much. Looking back on my past experience in teaching copywriting and content marketing courses, they actually coincided with each other.
The content guidelines of Green Vine Life are also quite clear, focusing mainly on the accuracy of the information, the value to readers and the provision of specific information. Don’t underestimate these principles. Although the principles are simple, not many businesses can actually implement them. I still remember that I often remind students in copywriting classes to learn to “think from the perspective of others”, that is, we must start from the perspective of consumers to gain resonance.
The value to readers may sound a bit abstract, but if you don’t understand the readers’ needs and ideas, it’s impossible to develop good and considerate products. I think this is why everyone knows the importance of content marketing, but not many manufacturers can do it perfectly, right?
Let’s look at the content strategy of Luteng Vitality, which is equally impressive. From the slide above, we can see that their content strategy seems very simple. The three main axes focus on what readers want to hear, market trends and opportunities, and the unique value that Green Vine Vitality can provide.
What is your unique value (opens in a new tab)? (What’s your unique value?)
A content strategy can be simple, but it must be focused on your company’s core values or what’s most meaningful. The principle itself is not difficult, but the key point is that everyone from the founder to the employees must understand it and practice it, so that they can impress the target group through high-quality content and then design a high-conversion value proposition. E%E6%A8%99%E6%97%8F%E7%BE%A4%EF%BC%8C%E8%A8%AD%E8%A8%88%E9%AB%98% E8%BD%89%E6%8F%9B%E7%9A%84%E5%83%B9%E5%80%BC%E4%B8%BB%E5%BC%B5/).
As the saying goes, “Rome was not built in a day.” Luteng Shengxi now has so many fans. After the miserable business in the early days of its business, its sales performance has finally soared. This is not a fluke.
Harris also mentioned that Green Vine’s employees spend a lot of time planning and producing content, and before publishing any articles, flyers or promotional materials, at least one co-founder must first review them to confirm that the content itself is in line with the company’s value proposition. This doesn’t sound like much, but there are a lot of details in the actual implementation process, and it’s not easy to stick to it.
(opens in a new tab)
In fact, Green Vine Life not only puts a lot of effort into blog writing, they also spend a lot of effort in customer service and e-newsletter (opens in a new tab) or even The most popular message robot (opens in a new tab). I think that all these attempts are nothing more than hoping to provide customers with the best quality service.
Well, it’s a pity that I don’t know Harris, who is also from NTU. Otherwise, I really hope to get his permission to include Lu Teng’s case in the future content hacking lecture series, and then share it with more friends-how to invest in content marketing correctly and effectively.
After listening to this forum, I felt that the reason why Luteng Vitality was able to achieve atypical rapid growth was, of course, thanks to inbound marketing, and the assistance of Awu International was not a big deal. But I think the key to success lies more in Harris and Green Vine’s partners using warm content marketing to create emotions and convey ideas, rather than the product itself. This is really not simple, and it is also very popular.
“The most important thing in e-commerce is the heart to dig out the truth.” Finally, Harris quoted the words of Jian Shijie, the founder of Yoda, who was also a speaker at this annual conference. This sentence is absolutely correct, and it resonates with me in the e-commerce circle. However, after listening to the entire forum, the sentence that made me feel more convinced and shocked was actually──
What we believe in becomes powerful. By Zheng Hanrui (opens in a new tab)
Content production is not as simple as imagined; the road is long and the results may not be immediate. However, as long as our methods are correct and we can persevere, we will definitely be able to move readers, and there will definitely be gains for companies. Harris and his green vines are the best example.
Green Vine Vitality: Not Just Facebook’s Atypical Multiple Growth Model - Zheng Hanrui | 2017 Growth Hacker Annual Conference (opens in a new tab) from awoo (opens in a new tab)
★ Content Hacking Activity Preview:
- January 2018 Content Hacking Lecture (CHL3)─Create your content marketing strategy (opens in a new tab)
- February 2018 Content Hacking Lecture (CHL4)─Creating calls to action for your content (opens in a new tab)
Further reading
- Master the secret skills: 2016-2017 Taiwan Growth Hacker Annual Conference Essence Lazy Pack
- Taiwan Growth Hacker Annual Conference 2017: Can inbound marketing bring Taiwan’s e-commerce industry back from the ashes?
- Experience from participating in the 2nd Content Hacking Lecture (CHL2)─Deconstructing previous experience and becoming your own editor-in-chief
Next step
Bring this topic to your team
Vista Cheng speaks and runs workshops on AI workflows, writing and content systems for companies, schools and public agencies.
