Want to take advantage of the Double 11 shopping craze? Come learn about the perfect combination of push-oriented content and pull-oriented content

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Tmall 2019 Double 11 Shopping Festival

The annual e-commerce celebration - Double 11 Shopping Festival has arrived. All the top e-commerce companies on both sides of the Taiwan Strait, from [Tmall] (https://www.tmall.com/), [Taobao] (https://world.taobao.com/), [JD.com] (https://www.jd.com/index.html), [Pinduoduo] (https://www.pinduoduo.com/home/) to [PChome] Shopping](https://shopping.pchome.com.tw/) and Momo Shopping Network, etc., have almost entered the final stage of preparation. They are trying every means to make the pockets of the shopkeepers completely burst. There is no way to stop the charm of Double 11 discounts!

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Momo Shopping Network 2019 Double 11 Shopping Live Event

In addition to the expensive tycoon-style marketing of inviting big-name artists to hold evening parties, coupled with discounts that can break bones, this year (2019) [Alibaba] (https://www.alibabagroup.com/tc/global/home) has also started to use online teaching as early as September to teach merchants on the platform how to create shopping guide content and explain various content techniques on how to attract users to place orders.

Comprehensive analysis of marketing on the other side, it is generally believed that there are three important tools for Double 11 in 2019 content marketing (called content marketing on the other side): live broadcast, Weitao (Alibaba creation platform) and short videos.

Weitao (Alibaba Creation Platform) under Alibaba

But if you take a closer look at these live broadcasts and short videos shot by both sides of the Taiwan Strait, you will find that they are not only shopping guides, but also shopping guides, which means giving full play to the live broadcast hosts’ shopping guide abilities. The live broadcasters screamed at the top of their lungs, vigorously promoting the usefulness of a certain product (similar to unboxing articles), and then emphasized the special discounts only available on Double 11.

Although the methodology of these shopping guide contents also emphasizes “cultivating customers”, the method of planting grass still adopts push-oriented content, which is no different from watching Taiwan’s [TV Shopping Channel] (https://youtu.be/6UwzxlDUNPk) program or [Lian Qianyi] (https://www.facebook.com/yun.l.ren) online live auction.

From a content hacker’s perspective, these promotional live broadcasts or short videos should actually be called “push-oriented content” and are classified at the intersection of paid media and owned media (paying the live broadcaster to promote, or splitting the shopping income with the live broadcaster); and they are not the “pull-oriented content” (owned media) that is generally discussed on content hacker websites.

Live shopping guide content is classified into the intersection area of Paid media and Owned media

In other words, the shopping guide content is based on the product features or special offers that merchants and owners want to emphasize (internal perspective —> push-oriented content), rather than specifically providing useful information based on consumer needs (external perspective —> pull-oriented content).

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The difference between internal perspective and external perspective

Maybe we don’t have that much budget, so we can often invite live broadcasters to guide shopping, or shoot exquisite short videos. But if you still want to be sustainable and reach the target audience in the long term, the mixed-and-match approach suggested by “Content Hacker” is:

• Normal times: Through long-term community management, use pull-oriented content to provide useful and interesting copywriting or information to attract fans, allowing fans to understand the intersection between your products and their needs.

• During promotional activities (such as Double 11): Add additional push-oriented content “Crash for a Wave” and use promotional conditions to strengthen Call to Action (CTA) to encourage fans who usually visit to place orders quickly when discounts are available.

★ Want to use content marketing to grow your business? Come and take a look at “Content-inspired marketing”.

★ Do you want your copywriting to be liked by more people? Come and watch “[Slow Reading and Understanding in Seconds] (https://www.books.com.tw/exep/assp.php/vista/products/0010973827?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202605)”.

★ Welcome to purchase the audio course “Create Content Marketing from 0 to 1”.

★ To improve your content power, please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”

★ Photo Credit: Tmall, Momo shopping network, Alibaba creative platform, content hacker

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Further reading

• Reading experience of “E-commerce Zero to One: From 0 to 1”: Starting from scratch, using the Hack spirit
• Targeting online shopping opportunities in the post-epidemic era: Make use of Cyberbiz and content marketing to make your business even more powerful
• “Content e-commerce operation practical class” course [Trend]: Media content e-commerce operation model and analysis

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