5ep9lzv 发表于 2024-9-2 00:56:41

4页PPT,互联网内容营销快速入门


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">企业把用户仅仅<span style="color: black;">做为</span>“消费者”对待时,只会关注他的“消费<span style="color: black;">需要</span>”。而当企业将用户<span style="color: black;">做为</span>“人”来对待时,会关注到他的“所有<span style="color: black;">需要</span>”。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_png/5NibXub6fBV101AOibtZAUgWVECGLIXje7EstkMfUBRR3RB8c4biabFmOnltRrpAwyHO1e9an702ZyB7IkIehKcDQ/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">近年来,内容<span style="color: black;">营销</span><span style="color: black;">作为</span>了营销界的香饽饽。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">科研</span><span style="color: black;">显示</span>,91% 的&nbsp;<span style="color: black;">B2B</span>营销商<span style="color: black;">运用</span>内容营销,86% 的 B2C 营销商<span style="color: black;">运用</span>内容营销,营销商平均在内容营销上花费 25% 及以上预算,78% 的首席营销官(CMO)认为内容营销是<span style="color: black;">将来</span>的发展趋向。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">但国内对内容营销的概念却<span style="color: black;">始终</span>模糊不清,<span style="color: black;">非常多</span>人都天真地以为,蹭个热点,写篇软文,<span style="color: black;">便是</span>内容营销了。事实上,内容营销的内涵远不止这么简单。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那样</span>,到底什么是内容营销呢?<strong style="color: blue;">关于内容营销,国内外现有概念抽象、<span style="color: black;">繁杂</span>、缺乏实例,且尚未达成一致</strong>,<span style="color: black;">因此呢</span>,琛姐决定对比你<span style="color: black;">熟练</span>的传统营销,用 4 页 PPT 帮你搞懂“内容营销”。</p>
    <h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">供给</span><span style="color: black;">处理</span><span style="color: black;">方法</span>&nbsp;VS&nbsp;直接展示<span style="color: black;">制品</span></h2>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/5NibXub6fBV101AOibtZAUgWVECGLIXje71ZVRicGoI0zWia9RxMKYsRkKMufG8hugqaSklvFVaGqbPdfKkuZns3Aw/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">“品牌轰炸”和“<span style="color: black;">制品</span>轰炸”是传统营销的常用<span style="color: black;">招数</span></strong>,尤其是新<span style="color: black;">制品</span>上市时,这种轰炸尤为猛烈。<span style="color: black;">例如</span>,六个核桃自上市起便<span style="color: black;">起始</span>重复“经常用脑,多喝六个核桃”的<span style="color: black;">宣传</span>语,在用户心中留下了深刻印象。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/5NibXub6fBV101AOibtZAUgWVECGLIXje7kXBrG0uqC0Xttw9lxk4BlCGbIynaCc3fKELfWgW0LDs3HoBqNaJqXQ/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">香飘飘的<span style="color: black;">宣传</span>从“香飘飘一年卖出3亿杯,杯子可绕地球一圈”,到“香飘飘一年卖出7亿杯,杯子可绕地球两圈”,再到<span style="color: black;">近期</span>的“小饿小困,喝点香飘飘”,都取得了巨大成功。<span style="color: black;">况且</span>,它们都有一个<span style="color: black;">一起</span>的特点:都<span style="color: black;">无</span>忘记重复品牌名“香飘飘”。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/5NibXub6fBV101AOibtZAUgWVECGLIXje7iap1LJ5k9ice4enj0GL6HgH2bzvKBibQXP0bWzq6ybcgqy2tVxc8qicu8Q/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这些让你耳熟能详的<span style="color: black;">宣传</span>,都是传统营销的成功典范,<span style="color: black;">她们</span><span style="color: black;">经过</span><strong style="color: blue;">有技巧的</strong>(<span style="color: black;">详细</span>技巧可参考:李叫兽的一篇旧文)<strong style="color: blue;">,<span style="color: black;">持续</span>重复</strong><strong style="color: blue;">品牌 / <span style="color: black;">制品</span></strong>,成功让你记住了<span style="color: black;">她们</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">区别</span>于传统营销直接展示<span style="color: black;">制品</span>、重复品牌的做法,<strong style="color: blue;">内容营销会先<span style="color: black;">供给</span><span style="color: black;">处理</span><span style="color: black;">方法</span>,<span style="color: black;">帮忙</span>用户<span style="color: black;">处理</span><span style="color: black;">实质</span>问题,培养用户信任</strong>。<span style="color: black;">这里</span><span style="color: black;">基本</span>上,再引导用户购买<span style="color: black;">制品</span>,<span style="color: black;">非常多</span>时候,当用户信任值达到<span style="color: black;">必定</span>水平,用户会自发地<span style="color: black;">需求</span>从你这儿购买<span style="color: black;">制品</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>,专注红酒的公众号“企鹅和猫”,前期<span style="color: black;">经过</span><span style="color: black;">供给</span>专业、系统、有趣、免费的红酒<span style="color: black;">关联</span>问题<span style="color: black;">处理</span><span style="color: black;">方法</span>,<span style="color: black;">包含</span><span style="color: black;">怎样</span>点酒,<span style="color: black;">怎样</span>品酒,<span style="color: black;">怎样</span>选酒等等,收获了大批粉丝。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/5NibXub6fBV101AOibtZAUgWVECGLIXje7S3by5HK4IMbDwJ2KcQQn1rZ4yfib2zAstiaQkJIbAJo9icEZkFsViaATtA/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这里</span><span style="color: black;">基本</span>上,“企鹅和猫”顺势推出了“企鹅团葡萄酒会员(200 元 / 月)”,“企鹅团精选葡萄酒每月订购”,以及“企鹅团精选商城”等付费<span style="color: black;">制品</span> / 服务,成功实现了粉丝的付费转化(在订阅号平均 5000 阅读量的<span style="color: black;">状况</span>下,<span style="color: black;">营销</span>额就<span style="color: black;">已然</span>破百万,说明内容和<span style="color: black;">制品</span>高度结合<span style="color: black;">能够</span>做出极高的转化率)。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其实,<strong style="color: blue;">内容营销中的“<span style="color: black;">处理</span><span style="color: black;">方法</span>”和“<span style="color: black;">制品</span>”并不是割裂的</strong>。事实上,好的<span style="color: black;">处理</span><span style="color: black;">方法</span>必然<span style="color: black;">作为</span><span style="color: black;">制品</span>的一部分,<span style="color: black;">乃至</span>是<span style="color: black;">制品</span>的核心<span style="color: black;">构成</span>部分。而传统营销打造出来的<span style="color: black;">制品</span><span style="color: black;">常常</span>将“品牌”<span style="color: black;">做为</span>核心资产,围绕品牌打造系列<span style="color: black;">制品</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/5NibXub6fBV101AOibtZAUgWVECGLIXje78J1KjSibEPnsthRlVKTxyd7TyibA1WIVIp36EWCBwK7onTH3XWMY0sMQ/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">相对而言,内容营销打造的<span style="color: black;">制品</span><span style="color: black;">拥有</span>高附加值,高竞争门槛,高用户粘性的特点。传统营销打造的<span style="color: black;">制品</span>相对单一,用户只能<span style="color: black;">经过</span>品牌来识别<span style="color: black;">制品</span>,存在<span style="color: black;">必定</span>安全隐患,王老吉和加多宝的商标之争<span style="color: black;">便是</span>一个典型<span style="color: black;">案例</span>。</p>
    <h2 style="color: black; text-align: left; margin-bottom: 10px;">价值吸引 VS 价格吸引</h2>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/5NibXub6fBV101AOibtZAUgWVECGLIXje7H6RTNic6VhveOHKLnwgpFrMP0jr4tkBTeTxjK5utpiawcWU0EpPm1ZwA/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">内容营销<span style="color: black;">爱好</span>向用户传递<span style="color: black;">制品</span>独特价值,而传统营销<span style="color: black;">常常</span>更<span style="color: black;">爱好</span>价格战。<strong style="color: blue;"><span style="color: black;">为何</span>呢?<span style="color: black;">由于</span>购物场景有了新的变化。</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">传统购物场景中,无论是线下商超还是线上商城,都存在着<span style="color: black;">海量</span>同质化<span style="color: black;">制品</span>供用户挑选,消费者面临的<span style="color: black;">重点</span>问题是“买哪个”,此时,价格高低,<span style="color: black;">有没有</span>促销,是<span style="color: black;">非常多</span>用户重点<span style="color: black;">思虑</span>的<span style="color: black;">原因</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/5NibXub6fBV101AOibtZAUgWVECGLIXje7nwuJtNwgicyiaMJVibu5kW2maReia30a9iafYlp7NpREZRcD0Zb1d74erqw/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而在新<span style="color: black;">媒介</span><span style="color: black;">快速</span>发展的环境下,<span style="color: black;">显现</span>了新型购物场景:你躺在床上,悠闲地刷着<span style="color: black;">伴侣</span>圈,<span style="color: black;">忽然</span>被<span style="color: black;">这般</span>一个标题吸引《15 分钟,完美复刻一碗日式拉面》。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">打开<span style="color: black;">文案</span>后,发现此文制作精良、图文并茂、内容详实,不由好感大增。<span style="color: black;">另外</span>,<span style="color: black;">文案</span>中还穿插了<span style="color: black;">海量</span>“日本拉面小百科”,<span style="color: black;">极重</span>丰富了你<span style="color: black;">针对</span>拉面的<span style="color: black;">认识</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/5NibXub6fBV101AOibtZAUgWVECGLIXje7wztgo4OHTctWRTtKIJkkpl1vJ8raCiatXicwfp46lkQibAiaLG4ay7rDicA/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">文案</span>最后,很不经意地<span style="color: black;">举荐</span>了几款日本经典拉面,并附上了精美<span style="color: black;">照片</span>,啊呀,瞬间就想吃面了!</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/5NibXub6fBV101AOibtZAUgWVECGLIXje7ia60JnvghnE3oh1Bt61yqkNaq5X7mLRNQQfiaGhnc9iccJNXQ18xXC2KA/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">此时,文尾贴心地附上了一句“不要着急,点击‘阅读原文’<span style="color: black;">就可</span>购买”。简直<span style="color: black;">不可</span>再贴心了!此时进入购买决策的你,依然会看一眼价格,确认不太离谱,但更关心的是:什么时候能到货呢,真的好想吃!</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">由此可见,在新的购物场景中,内容营销<span style="color: black;">经过</span>有趣的标题,<span style="color: black;">能够</span>更好地吸引用户<span style="color: black;">重视</span>,继而<span style="color: black;">经过</span>场景搭建,强化用户对<span style="color: black;">制品</span>价值的关注,弱化用户对价格的关注,<span style="color: black;">促进</span>其产生感性消费。</p>
    <h2 style="color: black; text-align: left; margin-bottom: 10px;">自成<span style="color: black;">媒介</span> VS 依赖<span style="color: black;">媒介</span></h2>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/5NibXub6fBV101AOibtZAUgWVECGLIXje7JHlbS3UbW5rib4oMAiakgrTXaBk1ZDfficricF80OdH7TpDYz8DFd2t1BA/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">传统<span style="color: black;">媒介</span>时代,信息单向线性传播,内容制造权被<span style="color: black;">少许</span>主流<span style="color: black;">媒介</span>把控,企业营销推广不得不依赖主流<span style="color: black;">媒介</span>。新<span style="color: black;">媒介</span>时代,信息网状交互传播,人人都可生产内容,自成<span style="color: black;">媒介</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/5NibXub6fBV101AOibtZAUgWVECGLIXje7oW5V9x63EdVQBYIjampNmsGu2QpettUjTCC9uZmq5sJccDDDpcITbg/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">内容营销和品牌自<span style="color: black;">媒介</span>战略密不可分</strong>。一方面,品牌自<span style="color: black;">媒介</span>是内容营销最重要的土壤,内容营销中<span style="color: black;">处理</span><span style="color: black;">方法</span>的发布、传播,购物场景的搭建、转化,都需要基于品牌自<span style="color: black;">媒介</span>,<span style="color: black;">才可</span><span style="color: black;">连续</span>有效进行。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">另一方面,内容营销又是打造品牌自<span style="color: black;">媒介</span>的关键。<span style="color: black;">经过</span><span style="color: black;">连续</span>、稳定地生产高质量内容,品牌<span style="color: black;">能够</span>具备<span style="color: black;">媒介</span>功能,<span style="color: black;">经过</span>自<span style="color: black;">媒介</span>直接接触<span style="color: black;">目的</span>用户,而<span style="color: black;">再也不</span>需要依赖第三方<span style="color: black;">媒介</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此呢</span>,<strong style="color: blue;">成功构建品牌自<span style="color: black;">媒介</span>,是实施内容营销的重要前提</strong>。但构建品牌自<span style="color: black;">媒介</span>并非易事,<span style="color: black;">非常多</span>企业以为开通几个公众号,<span style="color: black;">每日</span>发布几条企业或<span style="color: black;">制品</span><span style="color: black;">关联</span><span style="color: black;">新闻</span>,就算是搭建品牌自<span style="color: black;">媒介</span>了。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">可是请问,<strong style="color: blue;"><span style="color: black;">这般</span>的品牌自<span style="color: black;">媒介</span>和企业官网有什么区别呢?有谁会主动订阅一家<span style="color: black;">机构</span>的官网<span style="color: black;">或</span><span style="color: black;">宣传</span>牌呢?</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/5NibXub6fBV101AOibtZAUgWVECGLIXje71LibfbhWFuvFkQeRpMH9luuccbe8Wc2Q1qI43gibV7WsCwthe9RLK0Aw/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">自<span style="color: black;">媒介</span>的本质仍然是<span style="color: black;">媒介</span>,参考一下传统主流<span style="color: black;">媒介</span>的特点,想构建一家合格的自<span style="color: black;">媒介</span>,实施内容营销,<span style="color: black;">最少</span>需要达到以下 3 个<span style="color: black;">需求</span>:</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">有足够数量的粉丝。</strong><span style="color: black;">倘若</span><span style="color: black;">不可</span>在一<span style="color: black;">按时</span>间内聚集足够数量的粉丝,<span style="color: black;">怎样</span>传播内容?</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">连续</span>稳定地生产满足用户<span style="color: black;">需要</span>的内容。</strong>好的内容是<span style="color: black;">媒介</span>良性发展的关键,但<span style="color: black;">连续</span>稳定地生产满足用户<span style="color: black;">需要</span>的内容非常难,企业应该<span style="color: black;">创立</span>专业的自<span style="color: black;">媒介</span>团队(<span style="color: black;">最少</span>需要专业的内容编辑,美工及推广),<span style="color: black;">保证</span>品牌自<span style="color: black;">媒介</span>的稳定<span style="color: black;">运营</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">有切实可行的盈利模式。</strong>构建自<span style="color: black;">媒介</span>是为了营销,而营销是为了盈利,无论是直接依赖<span style="color: black;">宣传</span>,还是间接依赖电商,品牌自<span style="color: black;">媒介</span><span style="color: black;">必定</span>要有切实可行的盈利模式,否则,就<span style="color: black;">成为了</span>一个烧钱的无底洞。</p>
    <h2 style="color: black; text-align: left; margin-bottom: 10px;">分享兴趣 VS 分享<span style="color: black;">制品</span></h2>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/5NibXub6fBV101AOibtZAUgWVECGLIXje7mQRBzyeiceCtvODjjKbuibH3duLs0Hmog51aewrG8ej1GicnfNicnedevg/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">分享<span style="color: black;">制品</span>体验是用户<span style="color: black;">行径</span>决策的重要环节</strong>,社会化<span style="color: black;">媒介</span>的兴起,放大了这种口碑效应对品牌的影响,<span style="color: black;">亦</span>使得企业越发<span style="color: black;">注重</span>用户口碑。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">不外</span>,传统营销模式下,用户<span style="color: black;">一般</span><span style="color: black;">仅有</span>在亲自体验过<span style="color: black;">制品</span>后,才会产生分享<span style="color: black;">行径</span>,且分享的内容<span style="color: black;">通常</span>以<span style="color: black;">制品</span>体验为主。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/5NibXub6fBV101AOibtZAUgWVECGLIXje77tkqx3QOf5q3micBvBCfh94oINHkBkdDBGPnyt1jibr9ziceFvQIJ635Q/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而<strong style="color: blue;">内容营销模式下,用户分享可能<span style="color: black;">出现</span>在用户决策的任何一个<span style="color: black;">周期</span></strong>,只要内容有价值,<span style="color: black;">导致</span>了用户兴趣,即使<span style="color: black;">最后</span><span style="color: black;">无</span>购买<span style="color: black;">制品</span>,用户<span style="color: black;">亦</span>会很乐意分享<span style="color: black;">制品</span>的<span style="color: black;">关联</span>内容。由此可见,内容营销能更好地利用社交<span style="color: black;">媒介</span>的传播<span style="color: black;">优良</span>,扩大品牌和<span style="color: black;">制品</span>的影响。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/5NibXub6fBV101AOibtZAUgWVECGLIXje7O8NGLDVtzcqY9dMROT1S9hia4CleXs3Rl6pVXb6thbib70ib0MsLiaF7Pw/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为何</span>会产生<span style="color: black;">这般</span>的差异呢?<span style="color: black;">由于</span>传统营销把用户<span style="color: black;">做为</span>“消费者”来对待,而内容营销把用户<span style="color: black;">做为</span>“人”来对待,这种差别对待会产生完全<span style="color: black;">区别</span>的营销效果。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">当企业把用户仅仅<span style="color: black;">做为</span>“消费者”对待时,只会关注他的“消费<span style="color: black;">需要</span>”。</strong>即只能看到和<span style="color: black;">制品</span>直接<span style="color: black;">相关</span>的部分,<span style="color: black;">例如</span>,消费者<span style="color: black;">是不是</span>会购买<span style="color: black;">制品</span>?消费者能接收什么价位的<span style="color: black;">制品</span>?消费者体验完<span style="color: black;">制品</span>后口碑怎么样?</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">而当企业将用户<span style="color: black;">做为</span>“人”来对待时,会关注到他的“所有需求”</strong>,<span style="color: black;">例如</span>,用户可能对什么样的<span style="color: black;">资讯</span>感兴趣?用户可能分享什么样的内容?用户可能遇到什么样的(和行业<span style="color: black;">相关</span>的)问题?我又能<span style="color: black;">怎样</span><span style="color: black;">帮忙</span>用户<span style="color: black;">处理</span>?从而采取更灵活的营销策略,融入用户的生活,带给用户更好的<span style="color: black;">制品</span>体验,即便用户不购买<span style="color: black;">制品</span>,<span style="color: black;">亦</span>会自发传播<span style="color: black;">制品</span>。</p>
    <h2 style="color: black; text-align: left; margin-bottom: 10px;">小结</h2>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">相<span style="color: black;">针对</span>传统营销,内容营销<span style="color: black;">通常</span><span style="color: black;">拥有</span>以下 4 个特点:</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">内容营销先<span style="color: black;">供给</span><span style="color: black;">处理</span><span style="color: black;">方法</span>,<span style="color: black;">帮忙</span>用户<span style="color: black;">处理</span><span style="color: black;">实质</span>问题。而不是直接展示<span style="color: black;">制品</span>;</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">内容营销<span style="color: black;">经过</span>搭建感性购物场景,向用户传递<span style="color: black;">制品</span>独特价值,而不是采用价格战;</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">内容营销<span style="color: black;">通常</span>依赖品牌自<span style="color: black;">媒介</span>进行,而不是传统主流<span style="color: black;">媒介</span>;</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">内容营销模式下,用户分享可能<span style="color: black;">出现</span>在用户决策的任一<span style="color: black;">周期</span>,而不是<span style="color: black;">仅有</span>体验过后。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">作者:琛姐,大学新<span style="color: black;">媒介</span>教师。<span style="color: black;">微X</span>号公众号:草莓学堂(caomeixt)。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">PS:欢迎各位运营喵投稿,投稿请发送邮件到[email protected],<span style="color: black;">优秀</span>稿件将进行各<span style="color: black;">途径</span><span style="color: black;">举荐</span>。</strong></p>
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