Experience from the 1st Content Hacking Lecture (CHL1)─Only by continuously cultivating content can we establish influence
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This article is written by Marie Chang. She is currently a freelance worker, specializing in website construction or design projects. I like to study Internet tools. I have been playing with various blogs and Internet tools since 2005, and continue to study audio-visual content integrated marketing cases. Thank you for your permission to publish. I would like to express my gratitude.
The Content Hacker website held a lecture on [2018 Content Marketing Trends] (https://www.contenthacker.today/2017/11/2018-contentmarketing-trends-summary.html) (CHL1) on November 10, 2017, which aroused my curiosity. Let’s take a look at the highlights of this lecture co-presented by Qin Zhenjia and Vista!
Internet marketers should all know about the so-called “Growth Hacker”. Nowadays, more and more attention is paid to content, so another term “content hacker” has appeared. Its characteristics are: it must have a growth mindset, constantly test everyone’s preferences, and be close to consumers.
Content marketing is selling experience and feelings
The Content Hacking Team believes that content marketing is about selling an experience and feeling, rather than the traditional “active” selling of things.
As long as it is good content, it can increase the ranking of the website. Google’s search engine continues to optimize and change the rules in order to increase the visibility of websites with high-quality content, maintain healthy operations, and allow users to search for valuable content.
When the operator lays out the website, the order will be: growth mindset->high-quality content->content marketing->social influence. Through such a cycle, content will be spread out, people will come in, traffic and SEO rankings will grow, and performance will naturally drive growth.
Mary’s opinion: I think so too. Content marketing is not about immediate e-commerce conversion rates. It is a means to increase trust and brand awareness for brands or merchants. It requires cumulative results, not instant success. For example, in the past, everyone was superstitious about using videos to achieve viral marketing. I think viral marketing is a plus for companies that have established brands, but for new brands or new products, it is really just an egg tower effect, lacking follow-up strategies. Once the wave of popularity has passed, the stall is sold out, and then what?
As for those merchants/brands that can continue to maintain their effects and retain prospective customers, from what I have seen, they are actually “continuously accumulating content”. If you just want to outsource a production team to make a popular short film today, it is a short-term operation. You may not know that if you want to stay popular, you have to keep making videos. Content marketing is another pitfall! Therefore, I would not hesitate to recommend everyone to take our video production course. If you have no budget and want to continue to produce video content, then invest some time and learn to shoot yourself.
Content strategy needs to include access
Vista mentioned that current content channels can be divided into three major categories: advertising, public relations and self-media. Once you know these channels, you will be better able to allocate budget or plan for the layout of your content marketing strategy.
Mary’s experience: A while ago, the news broke that this group’s quotation of one million yuan for business distribution was too high, which caused discussion. However, when you complain that their price is too high, you need to think about it. In addition to content production, this price also includes “access” (self-media/the vast number of fans of this group of people)!
In the past, when I worked with a professional production team to make proposals to the government, the whole package price must include “access”. The cost of content production is only an “output”, and another fee is required for “marketing and exposure”. Therefore, content marketing is not an independent project, it is a part of the entire marketing activity.
9 major trends in content marketing in 2018
In the second half, the content hacking team shared the content marketing case of Maersk Line, a sea and air transportation company. They used beautiful scenery and pictures to impress people, and established image rather than service. There is a profound connection between content and the community. Consumers only care about things that are closely related to them. Operators need to focus on content strategy, supplemented by different distribution channels. The content should still be honest, with clear advertising/industry support.
Content types are constantly evolving. In addition to beautiful pictures and photos, live broadcasts and videos are the norm. According to data, instructional videos in foreign countries are effective if they are longer than 3 minutes. In Taiwan, it seems to be the opposite. For example, the cooking demonstration videos of [Ytower Food Network] (https://www.ytower.com.tw/) are short in length and are also very popular. Nowadays, 70% of digital media is read on mobile phones. Therefore, if more consideration is given to the size of mobile phones when producing content, the popularity can be increased.
Finally, Content Hacker synthesized the possible trends, and I have identified three key trends for you:
- Cultivate cross-platform content planning and production talents.
- The marketing department must rely on content to support itself (proving that the strategy of supporting and killing is successful).
- Technology tracks and analyzes personal persona and then creates personalized content accordingly.
Conclusion: Only by continuously cultivating content can we establish influence.
I think content materials can be used in various channels such as advertising, etc. However, content production is not easy and requires an investment of hard work and time. Whether it is copywriting, pictures or videos, these three major content materials are the combination of creativity and technology of the human brain. If you want to rely on content marketing, you can only continue to do it, accumulate and accumulate, and think about the flexibility of content reproduction (for example, if the knowledge content of the live broadcast content is sufficient, it can be reproduced into a video for use, or after a live broadcast of outfit introduction, it can be reproduced into a short video for advertising, etc.)
These considerations are all part of the content strategy. Content layout may only be a part of the entire marketing. I think it is used in long-term layout and is not suitable for short-term operations. The reason why it becomes short-term is usually to follow up after seeing others doing it with good results, only doing it once, burning some money, and giving up without seeing the results immediately! This kind of mentality is not suitable for entering content marketing. It is better to return to the strategic aspect before deciding on content.
Want to plan your 2018 content calendar? Welcome to register for Content Hacking Lecture!
★ Extended reading: Please click here to read the organizer’s speech summary article!
★ Original text link and photo source: Content Hacking: Content Marketing Trends in 2018 <2017.11.10 Experience Notes>
Further reading
- Experience from participating in the 2nd Content Hacking Lecture (CHL2)─Deconstructing previous experience and becoming your own editor-in-chief
- The secret of content marketing that turns passive into proactive─sharing the summary of the 2nd Content Hacking Lecture (CHL2)
- Experience from participating in the 2nd Content Hacking Lecture (CHL2)─Write a blog with your own style, and the ranking can also change the content
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