Content marketing evolves again: creating new thinking content hackers

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I still remember that in the July 2016 issue of “English Island” magazine, I introduced Growth Hacker (Growth Hacker)‘s development history. After more than a year of evolution and change, the concept of growth hacking has spread throughout the industry, and more and more companies are adding similar positions. Today, I want to talk to you about another similar term - “content hacking”.

Adding “Growth Hackers” to improve performance

Let’s first review Growth Hacker. This is a term coined by Sean Ellis, which refers to the use of creativity, data analysis thinking and social indicators by companies to sell products and gain exposure. In recent years, the growth hacking marketing model has often been adopted by new startups or technology companies in Europe and the United States.

According to Ellis, every action taken by a growth hacker is not only carefully designed, but also focused on the company’s performance growth goals. The term first appeared in 2010, and companies including LinkedIn, Twitter, YouTube and Facebook have all used this technique to increase their website traffic and company revenue.

Join “Content Marketing” to create links

The content hackers introduced in this issue are actually related to growth hackers. But before introducing its origin, let’s talk to you about content marketing. Content marketing is a method of creating and publishing valuable content to attract and interact with target readers, and finally make them take action. Simply put, content marketing is the art of communicating with customers without actively selling; in other words, content marketing only delivers useful information, rather than vigorously promoting products or services like traditional marketing methods.

Once we understand the core value of content marketing, we can then set goals one by one, take inventory of applicable media, set KPIs and formulate strategies. For example, when a copywriter with content marketing thinking is thinking about bidding, he can start from several aspects such as establishing a sense of value, promoting practicality, creating uniqueness and creating a sense of urgency.

Transform into a new mindset: Content Hacking

Traditional marketing still has its meaning and value, but in recent years, content marketing has become increasingly valued by the industry and welcomed by consumers. In order to cater to the rapidly changing pulse of the global market, when integrating the characteristics of content marketing and growth hacking, a new operating method was born, which is “content hacking”. Just like the growth hackers mentioned before, content hackers also focus on a change in mentality, proactively thinking about practices that are beneficial to users, and implementing specific practices from the content side.

For content workers, it can be said to be a completely new way of thinking.

[ Different from ordinary copywriters or marketing planners, content hackers must not only be skilled in content production and marketing, but also must have a built-in growth mindset, know how to interpret data, and be able to satisfy the target audience (Target Audience) needs and try to assist in solving user problems. A content hacker who can keep pace with the times not only makes the content relevant to products, services and users, but also designs a feasible conversion strategy based on local conditions to successfully get potential consumers to pay.

Closely observe the market and follow the audience

Ryan. Ryan Holliday Holiday) in “[Growth Hacker Marketing: New Practical Power to Detonate the Inbound Customer Craze](https://www.books.com.tw/exep/assp.php/vista/products/0010707245?utm_source=vista &utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-201712)” mentioned that there are four important keys to doing a good job in growth hacker marketing, including product and market adaptation (Product/Market We start with Fit), precise customer inbound strategies, achieve explosive growth without spending money, and continuously optimize to make customers more satisfied. As a content hacker, you must pay attention to content and audience fit (Content/Audience Fit), focus on performance growth, traffic increase and writing high-quality content at all times, and learn to use data to drive the strategy formulation and tactical execution of content marketing.

According to statistics from the CoSchedule website, 94% of articles with pictures are more attractive to read, and 36% of readers want to see numbers in the title. In addition, Google also prefers long articles. If the length of the article exceeds 2,400 words, it may achieve better rankings in Google searches. From these data, it is easy to see that in this era of all-staff marketing, the role of content hackers has become increasingly important.

Content Marketing Trends in 2018

In mid-November, I just held a lecture with my friends to talk about the global [content marketing trends] in 2018(https://www.contenthacker.today/2017/11/20171110-lecture.html). I summarize some key points and share them with readers who are interested in learning about the field of content hacking.

1. A competent content hacker must take into account the development of content strategy, content access, and content presentation. Whether you are writing product copy or brand stories, you must know how to think from other people’s perspective and start from the needs of the target audience. Only well-designed content can resonate with the public.
2. The formulation of content strategy will affect the success or failure of the overall marketing plan. Therefore, we must first determine the unique perspective and communication main axis to communicate with the target audience, and then consider the overall content layout and planned marketing strategy.
3. After completing the planning, enter the content production process to produce high-quality content in large quantities and over a long period of time in order to accumulate more attention and win the favor of search engines. Of course, when publishing content, differentiation must be made for different channels.
4. Growth hackers pay attention to the business model and revenue of the product, and also care about the improvement of stickiness. Similarly, content hackers do not only focus on content production, but also collect feedback from the target audience through data analysis, so as to provide high-quality and attractive content.

Overall, Content Hacker has a very important mission. It must use the power of content to optimize user experience, improve sales data and word-of-mouth connections, and then create a positive brand image and influence for enterprises. This is not only a further evolution of content marketing, but also a great mission for all practitioners in content-related industries.

★ Photo Credit: StockSnap.io

★ Article source: This article was originally published in the December 2017 issue of “English Island” magazine

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Further reading

• [Strengthen your community penetration learn-from-content-hacker](/blog/strengthen-your-community-penetration learn-from-content-hacker)
• 2017 Taiwan Growth Hacker Annual Conference: Green Vine Vitality, using warm content marketing to create atypical rapid growth
• Experiences from the 1st Content Hacking Lecture (CHL1)─Only by continuously cultivating content can we establish influence

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