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深圳大瀚营销策划有限公司

深圳大瀚营销策划有限公司
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警惕追求“内容营销”,只有“内容”,没有“营销”!

2015-06-24 21:15:19 深圳大瀚营销策划有限公司 阅读

足球彩票    JINNIANLAI,NEIRONGYINGXIAOYUEFABEIGEQIYEZHONGSHI,TAMENKANDAOLE“NEIRONG”DELILIANG,BIRU:HEYOUZHIWEIXINGONGZHONGHAOHEZUODEYUANSHENGGUANGGAO。DANSHI,ZAIQIYEZHUZHUIQIU“NEIRONGYINGXIAO”SHI,YEYUELAIYUEXIANRULEYIGEDAKENG:JIANG“NEIRONG”HE“YINGXIAO”BOLI;ZHIYOU“NEIRONG”,MEIYOU“YINGXIAO”。JUTIZHENGZHUANGLIEJUYIXIASANDIAN,NIMENGANSHOUXIA:

 

  1、追求所谓的病毒内容,要引爆全网。

  DANSHIJIEGUONI?

  ——NEIRONGHENXIYINYANQIU,DANNEIRONGHECHANPINDEMUBIAOYONGHU、PINPAIXINGXIANG、SHENZHIPINPAIRENZHIDUDETISHENG,DOUMEIYOUZHANXINGGUANXI。

  2、逢热点必追。

  DANSHIJIEGUONI?

足球彩票  WENANLAOXINLAOLIXIEDE“JIESHINEIRONG”QIANQIANGFUHUI,JIUSHIDASHUIPIAO。

  3、过度追求单篇微信文章的阅读量。

  DANSHIJIEGUONI?

足球彩票  YIPIANPIAN“10WAN+”YINGYUNERSHENG(SHOUDUANNIDONGDE),DANPINGLUN、ZHUANFALVQUEQUZHIKESHU。

足球彩票  KANLEYISHANGSANDIAN,NISHIBUSHIZHENGANZILIUHAN,YUANLAIZIJIZHENGZAI“ZHIYOUNEIRONG,MEIYOUYINGXIAO”DEKENGLIYUEXIANYUESHEN。

  NEIME,“NEIRONGYINGXIAO”WEISHENMEHUICHUXIAN“ZHIYOUNEIRONG,MEIYOUYINGXIAO”DEKENGNI?GENBENYUANYINSHI:BUSHAOCONGYEZHEDUI“NEIRONGYINGXIAO”DERENZHIWUQU,TAMENBA“NEIRONGYINGXIAO”BIANZHIWEI“NEIRONGXIAOSHOU”。

足球彩票  DAODISHENMESHINEIRONGYINGXIAO?YOUHENDUOZHONGDINGYI。SHENZHENYINGXIAOCEHUAGONGSIDAHANYINGXIAOZAIYANDULEBUSHAOXIANGGUANDESHU、NEIRONGYINGXIAOANLIHOU,WORENWEILIJIE“NEIRONGYINGXIAO”DEYIGEHENZHONGYAODEDIANSHI:

  内容营销:营销是根基,内容是一种整合性的沟通手段。

 营销策划

  “NEIRONGYINGXIAO”YAOZUNCONG“YINGXIAO”DEBENZHI。YINGXIAOJIUSHI:WEIGUKEZHECHUANGZAOJIAZHI,CONGERMANZUTAMENDEXUQIU,BINGGUANLIYOUJIAZHIDEGUKEGUANXI。NEIME,“NEIRONGYINGXIAO”YEYIDINGYAOWEIXIAOFEIZHECHUANGZAOJIAZHI。BUNENGWEIXIAOFEIZHECHUANGZAOJIAZHIDENEIRONG,JIUSHIZAISHUALIUMANG(LANGFEIZIJIHEXIAOFEIZHEDESHENGMING)。

  DANSHI,BUSHAOCONGYEZHEQUEFENBUQING“YINGXIAO”HE“XIAOSHOU”DEQUBIE。GUANLIXUEDASHIDELUKEXIANSHENGZAIZHEIFANGMIANDEYANJIUKANCHENGJINGPI。DELUKERENWEI:XIAOSHOUJIUSHIBANIYIJINGSHENGCHANDEDONGXI,QIANFANGBAIJIDIMAIJIBIEREN;BUGUANZHEIGERENYOUMEIYOUZHEIFANGMIANDEXUQIU。YINGXIAOZESHI:XIANNONGQINGCHUKEHUXUYAOSHENMEZHIHOUZAISHENGCHAN。RUGUOYINGXIAOGONGZUOZUODEFEICHANGWANMEI,XIAOSHOUJIUBUBIYAOLE。TAHAIHAOBULIUQINGDITICHULEYIGEDADANDESHUOFA,JIYINGXIAOYUXIAOSHOUBUYIDINGSHIHUBUDE,SHENZHIYOUKENENGSHICHONGTUDE。SUOYI,NEIJU“NENGJIANGBINGXIANGMAIJIAISIJIMORENDETUIXIAOYUAN,SHISHIJIESHANGZUIHAODETUIXIAOYUAN”JIUSHIDIANXINGDE“XIAOSHOU”,YINWEIAISIJIMORENGENBENBUXUYAOBINGXIANG。

  LIJIELE“YINGXIAOCEHUA”HE“XIAOSHOU”DEQUBIE,NIHUIFAXIAN:“NEIRONGYINGXIAO”YEZUNXUNZHEZHEIYANGDELUOJI,JI:BUYAOXIANGDANGRANDICHUANGZAODAZHONGXIWENLEJIANDENEIRONG,WOZHICHUANGZAONEIRONGJINEIXIEAIWODEREN。DANSHIXIANSHIZHONG,TAIDUOCONGYEZHEQUEBUNENGLIJIENEIRONGDESHANGYEJIAZHI,GENBENMEIYOUJINXINGCHONGFENDESHICHANGDIAOCHA,ZHISHISUIDALIUDISHENGCHANTAMENRENWEIDE“BINGDUNEIRONG”,QIANGXINGFAJIDAZHONG,SHITUJIANGNEIRONGXIAOSHOUJITAMEN,HAIMENGXIANGZHE“YINBAOQUANWANG”。

  BIRU:RUJINYIXIECHUANGYEGONGSIFANDE“QINGHUAIAI”。BUSHAOCHUANGSHIRENJIURUDALEJIXUEBANJIQINGWANZHANG,SHUOZIJIDECHANPINDUOME、DUOMEHAO。ZHURU:WODENONGCHANPINWUNONGYAO、WUWURAN、CHUNTIANRAN。ZIWOCHENZUIYUSHITUGAIBIANSHIJIEDEQINGHUAILI,QUEHULVELENIDE“QINGHUAINEIRONG”,DAODIYOUDUOSHAORENMAIDAN?

  NEIME,WOMENYAOZENMECONG“ZHIYOUNEIRONGCEHUA,MEIYOUYINGXIAOCEHUA”DEKENGLITIAOCHULAINI?

 

  1、明白:内容给谁看?

足球彩票  WOZHIDAONIHUIFANBO:WOZHIDAOMUBIAOYONGHUSHISHEIA?“90HOU、BAILINGNVXING、YOUYIDINGSHOURUNENGLIDE……”。BAOQIANDITONGZHINI:ZHEIXIEKUANFANDECIYU,ZAIZHEIGEXIAOFEICHUZHONGRIXINYUEYIDENIANDAI,MEIYOUSHENMETEBIEDADEZHIZHENYIYI。

足球彩票  YOUXIEQINGKUANGXIA,FANWEIJIAOKUANDERENKOUMIAOSHUKENENGYANGAILEXIAOFEIZHEZHIJIANYIXIEZHONGYAODEQIANZAICHAYI。YIGELONGTONGDE“90HOUNVXING”MUBIAOSHICHANG,KENENGHANGAILEXUDUOCHAYIHUADEXIFENSHICHANG,ERZHEIXIEXIFENSHICHANGKENENGYAOQIUWANQUANBUTONGDE“NEIRONGYINGXIAO”(BIRU,NIXIANGXIANGTONGSHI“90HOU”DEJIANGFANGZHOUHEZHENGSHUANG)。

  SUOYI,CONGYEZHEZAIKAIZHANNEIRONGYINGXIAOQIAN,YAOJINKENENGDIRANGMUBIAOSHOUZHONG“YOUXUEYOUROUYOUSIXIANG”。LIANGGEXIAOJIQIAO:DIYI,JIMUBIAOYONGHUTIE“XINGQINGLEIBIAOQIAN”。BIRU:JIAOLVDEDUIXIANZHUANGBUMANZHE;TANTUANYIDEXIANGLEZHEHUOZAIDANGXIA;BUSIKAOWEILAIZHEDENG。

  DIER,NIHAIKEYIBAMUBIAOSHOUZHONGXIANGXIANGCHENGJUTIDEMOUGEREN。ZHEIGERENKEYISHINISHENBIANDE,YEKEYISHIMOUGEMINGXING(TONGSUISHUDEGUODEGANGHELINZHIYING,XIANGSHEIJINXINGNEIRONGYINGXIAO?),HAIKEYISHIDIANSHIJUZHONGCHUXIANDERENWU(JINNIANLAI,BUSHAORIJUDOUYUNZANGZHESHENHOUDERENWUYONGHUDONGCHA)。

  2、明白:内容的商业价值在哪里?

足球彩票  NEIRONGYINGXIAODEHEXINJIUSHIYAOWEIMUBIAOYONGHUCHUANGZAOYOUJIAZHIDENEIRONG,ZHEIYANGCAINENGCHANSHENGSHANGYEJIAZHI。LIJIENEIRONGDESHANGYEJIAZHI,JIUSHIYAOMINGBAI:WOWEISHENMEYAOCHUANGZAOZHEIGENEIRONG?HUOZHEZUOZHEIGEDACHUANGYICampaign?

  JUSANGELIZI:

  1 创造/开启用户需求。

  BIRU:YOUXIERENMEIYOUFAJUEDAOMEITIANJIZIJISONGSHUXIANHUA,HUIRANGYITIANDEXINQINGHUANRANYIXIN。ZHEISHI,NITONGGUO“ZENMEBANJINGXINQING”DENEIRONGKAIQILETADEXIANHUAXUQIU。

  2 一个新产品进入市场,获得品牌认知度(你是谁?)

足球彩票  ZHEISHI,QIANGDIAOCHANPINSHUXING(GONGNENGDENG)DENEIRONG,JIUYAODUOYUQIANGDIAOPINPAIJINGSHENDENEIRONG。

  3 树立企业的行业地位。

足球彩票  DANGQIYEXUYAOFABUZHONGDAXIAOXI,ZHEIZEXIAOXIHEQIYEDEXINGYEDIWEIYOUGUANSHI,XINWENGAOJIUHENZHONGYAO。RUGUOZHEIGECHANGJINGXIADENEIRONGGUOYUYOUCHUANGYI,FANERSHIDEQIFAN。

足球彩票  SUOYI,NIKANDAOLE:BUTONGSHANGYEJIAZHI,XUYAOBUTONGDENEIRONG;BUSHILIUXINGMEXIESHENME,YIWEIDIZHUIQIU“BAOKUANNEIRONG”。

  4 明白:内容是一种整合手段。

  “NEIRONGYINGXIAO”BUSHIXIEPIANRUANWEN、HUAFUMANHUADENG,CHUANGZUODANPIANSUCAI。TASHIYIZHONGCELVE,YAOSIKAO:ZENMERANG“HEXINNEIRONG”,YIBUTONGDECHENGXIANFANGSHIKUAYUEDUOGECHUANBOPINGTAI?ZHEILIDECHUANBOPINGTAIBUJINJINSHISHENZHENGUANGGAOGONGSISUOSHUODESHEJIAOMEITI,HAIYOUBAOZHI、DIANSHIDENGCHUANTONGMEITI,SHENZHIXIANXIAHUODONGDE“CHUCHANGNEIRONG”(RUZHANBAN、YILABAODENG)。

足球彩票  HAIYOUYIZHONGDUI“CHUANBOPINGTAI”DEFENLEIFANGSHI。GENJURUHECHUANGZAO、KONGZHIHECHUANDIYINGXIAONEIRONG,JIEDINGLEYIXIASIZHONGZHUYAODEMEITILEIXING:FUFEIMEITI(paid media),RU:GOUMAIBAOZHIDEGUANGGAOBANMIAN;ZIYOUMEITI(owned media),RU:QIYEWANGZHAN、WEIXINGONGZHONGHAODENG;YINGDEMEITI(earned media),RU:QIYETONGGUOGONGGUANHUODONGHUODEMIANFEIDEMEITIBAODAO;FENXIANGMEITI(shared media),RU:XIAOFEIZHEKEKOUBEIXIANGCHUANDEMEITI,ZAIGUONEIZUIDIANXINGDESHIWEIBO。

营销策划

 

  BUGUANDUI“CHUANBOPINGTAI”ZUOHEZHONGFENLEI,YIGEHEGEDENEIRONGYINGXIAOCONGYEZHEBIXUSHIYIGE“NEIRONGYINGXIAO”DEDAGUANJIA。TANENGRANG“HEXINNEIRONG”YOURENYOUYUDIKUAYUEDUOGEPINGTAI,XINGCHENGTONGYIDEPINPAIRENZHIHEPINPAIXINGXIANG;BINGHEYONGHUYIQIHUOZAIYONGHUZHIJIAN,CHUANGZAO、JIFAHEFENXIANGPINPAIXINXIJIDUIHUA。TATONGCHANGYICampaignDEFANGSHICHUXIAN。

足球彩票  ZUIHOUZAICIQIANGDIAO,DANGNIMISHILE“MUBIAOYONGHU”、“SHANGYEJIAZHI”、“ZHENGHESHOUDUAN”,MANGMUZHUIQIUBAODIANNEIRONGSHI,QINGXIANGXIANG:JIDUANDEHUOBAONEIRONGZHIHUIWUDAOXIAOFEIZHEDUICHANPINJIPINPAIDEZHENGQUEPANDUAN,CONGERSHIGAICHANPINSHIQUZHANGQIPINPAIZICHANDEJICHU。

    DAHANYINGXIAO,SHIZHANYINGXIAOLINGPAOZHE。