How to do content marketing: Speech by the E-Commerce Research Center of National Sun Yat-sen University

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I have received many warm invitations from the E-Commerce Research Center of National Sun Yat-sen University in the past. I hope I can take the time to go south and share topics related to e-commerce operations and strategies with the corporate members of the [Taiwan E-Commerce Industry-Academic Cooperation Alliance] (http://alliance.ecrc.nsysu.edu.tw/). Unfortunately, I was unable to make the trip several times due to lack of time, and I felt a little embarrassed. This time I decided to overcome all difficulties and finally be able to discuss and communicate with industry friends in the south.

After checking with the staff, it was confirmed that the topic shared this time focused on “How to do content marketing?”, so I took the high-speed train south early yesterday morning and headed to Sun Yat-sen University in Kaohsiung City. I plan to spend two hours talking to you about what content marketing is? And, how do we go about it?

At nearly two o’clock in the afternoon on March 30, many industry leaders gathered in the conference room on the fourth floor of the School of Management of Sun Yat-sen University. After a brief introduction by [Teacher Huang Sanyi] (http://syhwang.mis.nsysu.edu.tw/) from the Department of Asset Management, I took over the microphone and started sharing this speech. I will start with e-commerce and online marketing, and then gradually move into the theme of this speech, which is content marketing.

What is content marketing?

The so-called “Online Marketing” (Online Marketing or E-Marketing) is actually a new marketing method based on the Internet that uses digital information and the interactivity of online media to assist sales. With the changes in digital technology and consumer behavior, online consumers are paying more and more attention to price comparisons, researching products, and reading word-of-mouth and reviews written by other consumers. Of course, these obvious consumer behaviors are naturally closely related to content marketing.

So, what exactly is content marketing? Content marketing is a marketing technique that attracts and interacts with target readers by creating and publishing valuable content, and finally makes 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 without promoting products or services.

How to do content marketing? I think you first need to master the following principles:

1. Meet the needs of the target audience.
2. Assist in solving user problems.
3. Make content relevant to products, services and users.
4. Design a conversion strategy to get potential consumers to pay.

When we truly understand the true meaning of content marketing, we can then set goals one by one, take stock of available media, set KPIs and formulate strategies. For example, copywriting subscript routines with content marketing thinking can be approached from the following aspects:

1. Establish a sense of value.
2. Promote practicality.
3. Create uniqueness.
4. Create a sense of urgency.

Practical skills in copywriting

In addition to sharing the secrets of content marketing, I also spent some time sharing with you the skills of copywriting and how to capture the attention of your target audience through copywriting.

Write for the reader, remembering benefits over features.

In addition, in successful copywriting or advertising, it is best to include a Unique Selling Proposition (Unique Selling Proposition) proposed to consumers. This proposition should have at least three key points:

1. Promise of benefits: Emphasize what specific special effects the product has and what practical benefits it can provide to consumers?
2. Uniqueness: It has features that cannot be proposed or are not proposed by peers or competing products.
3. Powerful: Focus your attention and make consumers feel compelled to pay attention.

Of course, just talking about theory is not enough. I also dismantled and introduced cases from many domestic and foreign manufacturers such as IKEA, UNIQLO, Oh My Glasses, Ichijo and Taiwan Hinoki, hoping that the guests can better understand the mystery of content marketing.

Time flew by, and the two-hour sharing soon ended in the sunset over Xizi Bay, and everyone seemed reluctant to leave. After the meeting, not only did many people from the industry come to exchange business cards with me, but I could also feel the importance and expectations everyone places on content marketing from the various questions asked by the guests.

As shared yesterday, the field of content marketing does require time and effort to accumulate and brew. Although it is difficult to achieve it quickly, I can tell you with certainty: as long as the mentality, methods, and execution policies are correct, and they are also in line with consumer demand and market logic, then investing and deploying content marketing early will definitely yield rewards.

★ This article was originally published in Vista Cheng

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