Content Planting grass sounds like an "agricultural planting" course in the marketing industry. In fact, the principle behind it is similar, it is a craft work. Cognitive articles 1. Content cultivation is nothing new People who have worked in this industry text messagte service for more than five years and are involved in digital marketing should have heard a word called "WOM (word of mouth)", which can be called "word of mouth marketing" in Chinese. This is actually the same thing as the "content planting" that we often talk about now. The essence is that, through the mouth of a third party, whether by using his interpersonal relationship or personal influence, to recommend a certain product/service, in the end,
it will help the merchant to achieve the publicity effect. However, in the past, the platforms for publishing word-of-mouth content were Baidu, text messagte service BBS, Weibo, and WeChat. Now, grass-growing is more concentrated on platforms such as Xiaohongshu, Douyin, Station B, Zhihu, and Kuaishou. 2. Brands need both content and advertising Word-of-mouth marketing, or now "content farming", is actually a supplement to brand first-person advertising. Note what I said is just an addition! Now many people shout "advertising is dead" and "do not advertise, do word-of-mouth", which is a manifestation of the extreme obsession with third-party content. I don't quite agree. Although consumers' diversified catalyst habits have made word-of-mouth marketing/content cultivation more and more important for brand marketing, this does not affect the necessity of advertising,
although consumers do not like all of them. The brand's "self-selling and boasting". But if it's all information from other people's mouths, they text messagte service probably won't have much trust in the brand. Therefore, content planting and advertising, for brands, are only the proportion of investment. Regarding this proportion, it is related to the stage of the brand. Based on a certain fast-moving consumer goods, I drew a very sketchy picture, trying to express the relationship between these two. (Not necessarily true, it still needs to be considered in combination with various aspects of the respective brands) When we say content to plant grass, what exactly is planted? Operation 3. Two logics and two approaches for content planting One is the logic of explosion model creation, and the other is the logic of long-tail search.