Content power is your superpower: Why do e-commerce and community management need to learn content marketing?
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Without the blessing of traffic bonus and being controlled by algorithms, when the reach of social media is getting lower and lower, content power has also become an important way to earn eyeballs.
A few days ago, I read a report in the Industrial and Commercial Times “E-commerce war: Shopee uses content marketing to steal customers” , the general idea is that after Shopee successfully gained market share in Taiwan through “free shipping subsidies”, it began to choose a different approach to attract the attention of target customers by strengthening community and content marketing.
In the past, when it came to fan page management, many friends may immediately think of the powerful Quanlian editor or a marketing company that specializes in undertaking related business. Of course, it’s not just the All-China Welfare Center that is good at writing heart-warming copy. Editors from the Palace Museum, Aikang Sanitary Pads, and Black Toothpaste are also good at using festival events or current affairs memes to interact with fans from all over the world.
However, we all know that if we want to continue to create a cordial and close relationship with our fans, we may have to invest a lot of manpower and material resources. Team takes charge](https://www.dgcovery.com/2016/08/29/pxmart-ad/), everyone knows one thing, that is, we can no longer go back to the era when “one editor can hold up half the sky”!
Without the support of traffic dividends and being controlled by algorithms, the reach of social media such as Facebook and Instgram (https://www.contenthacker.today/2018/01/the-4-essentials-of-building-your-brand-on-social-media.html) is getting lower and lower. If you want to maintain a certain level of voice, you will have to invest a large advertising budget. What about small and medium-sized enterprises, start-up teams or freelancers with limited funds?
Shopee shopping marketing manager Guo Yujie said that the company wants to use “content to create demand” and there will be more cross-industry and cross-border cooperation in the future. The implication is that they do not want to follow the lead of other e-commerce players and continue the discount war; instead, they want to change course and start using content marketing methods this year to “win the relationship” with customers.
Coincidentally, Facebook founder Zuckerberg also said that he would help everyone find [related content] on Facebook (https://www.facebook.com/zuck/posts/10104413015393571) to help users conduct more meaningful social activities. In other words, in the future, Facebook will focus on natural interactions between friends and family, and will lower the weight of general brands, media or advertising content.
We all understand that humans cannot live in isolation. Whether you are running a fan page, a Facebook group, or you open an online store to sell things, as long as you want to have more interactions with netizens, you cannot just rely on advertising to increase exposure, but you must have a rigorous digital marketing strategy.
Friends made with favor are only temporary, friends attracted with personality are long-lasting.
Instead of constantly spending money on advertising to increase reach, it is better to learn from the editors of Aikang Sanitary napkins and the Palace Museum and use sincere and unique original content to attract die-hard fans.
Writing product copy, press releases, brand stories, or sales pages (Landing Page) belongs to the category of business writing, so it is different from traditional literary creation. There is no need to pay too much attention to writing skills, or to pile up gorgeous words in the article. In other words, as long as we can express our ideas fluently and win the approval of the masses.
Before starting to write an article, you might as well make a draft and even lay it out according to the needs of the target audience─arrange [Content Calendar](https://www.contenthacker.today/search?q=%E5%85 %A7%E5%AE%B9%E8%A1%8C%E4%BA%8B%E6%9B%86), map out the content marketing strategy and publicity schedule, then draw up an outline based on these key points, and finally tell stories or convey opinions through exciting content such as graphics, text, video, and audio.
Keep in mind, what are the key points you want to convey to audience? And what are the [features, advantages and benefits] of your own products and services (https://www.contenthacker.today/2018/01/chl3-note1.html)? Please be sure to express it specifically through graphic content so that it can arouse resonance.
There is a saying: “If you are brilliant, God will arrange it.” If we can formulate a clear content strategy, strengthen copywriting skills, and maintain a stable frequency of content production, we will naturally be “seen” by the target audience. Don’t forget, Facebook’s algorithm will also like unique and original content!
Content Marketing is hailed as one of the mainstream international marketing in 2018. It needs time to brew and ferment before it can exert its influence. Although the results cannot be seen immediately, I can say with certainty that as long as the method is appropriate, these accumulations and efforts will definitely not be in vain, and will eventually bear sweet fruits. In the new year, let’s strengthen “content power” together!
Go to class》Content Power: The Super Power of Building Brands
👉 Let’s work hard together to improve our “content power”!
★ Photo Credit: Hahow
Further reading
- Want to write great social posts? Develop a social media content strategy first
- To write great social posts, master five key elements
- Promote content marketing and social marketing, start by using hashtags
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