Brands often lack content. Where is the missing content coming from? Starting from the work practice, the author of this paper shares three key points that need to be paid attention to in brand building, and makes an analysis and summary, hoping to be useful to you.
The author often meets some brands, hoping to create content for their brands. When asked in detail, they either want 10W+ articles, or they want viral videos, or they want to swipe the screen like Durex.
Over the years, it has gradually been found that behind their lack of content, the root is that when they output content, there is no content to write. In their cognition, 10W + articles, virus videos, and swipe copy are the best embodiment of brand content. It can’t be wrong, it’s just inaccurate.
It’s not accurate, because 10W + articles, virus videos, and swipe copy are effects, not content itself. If there is no content, how to talk about the effect of the content. It’s like I want to make a nine point movie, but I don’t have a script yet. Therefore, the first step is to have the content, in order to gradually improve the effect.
This article will talk about how brands can shape their own content.
There are three key points to create exclusive content: interest point, copywriting style and values. Popular point is to have material, skills and attitude. These three complement each other and influence each other.
▲ three key points to create your own content (self-organizing)
Following these three points, we will discuss one by one how to help the brand shape its own content.
1、 Interest point
The benefit point is the value provided by brand to users. The reason why the brand exists is because it meets the needs of some users. This is especially true of high value brands, which provide irreplaceable value for other brands. Therefore, the output content can be built around the interest point.
The animal series advertisement of Nongfu mountain spring focuses on the water source and the natural ecological environment to reflect the good water quality.
But just monotonous output of benefits, it is easy to be as boring or even disgusting as direct sales or wechat advertising. Although it can play a certain effect of brainwashing, the brand reputation is certainly unsatisfactory.
Therefore, when creating content, it can be divided into three circles.
▲ ways to create the content of interest points (self sorting)
From the inside to the outside, they are:
Origin content, that is, the interest point of brand or product;
Related content refers to the content closely related to the interest point;
Irrelevant content, that is, content that has nothing to do with the point of interest.
After all, the origin content is limited. As mentioned above, users will soon be exhausted. When using, be sure to control.
But if the writing is on irrelevant content, even if the article gets 10W +, the video gets crazy, and the performance is brilliant, but the actual conversion rate is not surprising. Users fail to remember your brand, let alone the benefits of the brand. It’s like spending a lot of money to make a set of airplane draft, which can only be kept as self congratulation. As such, it’s better to output brainwashing ads directly. It’s not only labor-saving, but also can forcibly implant brand names and brand interests into users’ brains.
Therefore, the best way to shape content is to focus on related content. However, there is a misunderstanding in it, which needs to be emphasized: what we are talking about here is aimed at a large number of copywriting materials involved in the daily brand communication. If it is only a single advertising picture and a single article, it is enough to focus on the original content and express the interest clearly.
There are many ways to play related content, such as cross-border. Now, cross-border has almost become a trend brand, the material library of production content.
Tea and beverage industry is particularly familiar with this. You can see Xicha. In order to highlight the sense of fashion and design, fancy cross-border brands.
There is also Lele tea, which is also known to the public as a cross-border tea.
Besides cross-border, it is also common to popularize relevant professional knowledge.
LV appeals to travel. Since 1998, LV has launched an urban travel guide, an exquisite brochure, for sale every year. Up to now, it has launched 31 city guides, including Cape Town, New York, Tokyo, Seoul, Sydney, Paris and other cities.
And IKEA, whether it’s a commercial or a brochure, is teaching users how to match furniture to make the house more comfortable and spacious.
To popularize relevant professional knowledge, I believe that many brands will think of it and are already doing it. But they are often puzzled: Why are the knowledge points popularized by others so popular that no one cares about their own. The crux of this problem is the next point – style.
2、 Copywriting style
It’s also a discount copy. It’s written by ordinary copywriters, and it’s a good print.
It’s also real estate copywriting. It’s written by ordinary copywriters, and it’s written by Mr. Hu.
The gap between the two is the distance between style and no style.
“Every advertisement is a long-term investment in the brand image,” Ogilvy said The consistent and unique style of copywriting can not only precipitate the brand image, but also capture the attention of the audience in this era of information flooding. For example, Gu Ye’s divine turn, Mimeng’s venomous tongue, the ideology of ZTE department store, the constant pace, the literary style of Zuo’an coffee, etc., all of which are regarded as classic screen swiping copywriting, have their own unique style.
The style of copywriting is based on category and positioning. Many brand owners hope that the service provider can write Durex style copywriting. However, the connotation of Durex’s yellow lines is determined by its unique category, not any category can be imitated.
In addition, good copywriting style also needs to consider positioning. If the brand positioning is professional, then your copywriting style can’t be naughty and funny. For example, Japanese lifestyle is the mental positioning of Muji good products. Imagine, if it uses hip-hop style to write copywriting, what will be the effect?
Of course, it’s also important to know whether the copywriting style you adopt and the competitive brands have been occupied. The style of copywriting is the same as the orientation. Once it enters the mind, the later will become the copycat. Even if the copywriting is better, it is just for the competitor to get married.
When Jiang Xiaobai’s copywriting occupied the wandering style, other wine latecomers, no matter how well they wrote, were just imitators.
If you don’t want to be an imitator, you have to be an innovator.
Chengpin bookstore is a brand with a good combination of copywriting style and self positioning. Since it is a bookstore and lifestyle, the literary style is most suitable. This is attributed to Li Xinpin, the copywriter. She has such a temperament and is good at writing literary style.
No matter the interest point or the style of copywriting, they all start from the brand itself, which is easy to fall into internal thinking. It is not a good content to be divorced from the masses. Here is the last point: values. Let’s talk about brand content and how to better communicate with users.
When two professors of Wharton Business School visited Wharton knowledge online program, they thought that in this generation, we should not use the post-90s, post-00s and other generations to define young people, because in the same age group, everyone’s preferences can vary greatly. We should pay more attention to the firm and lasting values of consumers than to the changing age.
Patagonia, one of the top outdoor brands in the United States, advertised in the New York Times in the picture of its own jacket with the headline: “don’t buy this jacket.”. This is the best-selling jacket in his family, but it costs 135 liters to produce such a jacket. These are enough water for 45 people to drink every day. Finally, the advertisement calls for the environmental cost of producing clothes to be higher than the price of clothes. So, if you can wear old clothes, wear them; if you can buy new clothes, don’t buy them.
The advertisement conveys a kind of environmental protection value, which is very consistent with the concept of many outdoor activity enthusiasts. It not only shortens the spiritual distance between the brand and users, but also attracts new customers with the same values. Although the ad urged people not to buy, the sales of the outdoor brand doubled the next year.
There are also many brands that export environmental protection values, such as Freitag, Muji, and even 32 fashion companies such as Burberry, chanel and Hermes have signed environmental protection agreements.
In addition to environmental protection, there are many values that are welcomed by the younger generation, such as: ingenuity, play, health, beauty, etc.
Among them, the best way to do “beauty” is to count doven, and the values of “beauty” are fully displayed in its hands. Over the years, around the “beauty of women”, doven has created many well-known content, which are in line with the user’s values and naturally attract a lot of attention.
For example, in 2018, six outstanding women, including Guo Jingjing, were invited to share their skin changes on the road of pursuing dreams and establish a new aesthetic of “skin is beautiful due to experience”.
In 2019, doven hopes that every woman can be seen, and launched the “let’s see show us” activity around the world. Together with women around the world, doven will build the world’s largest photo gallery of real women.
On the contrary, if brand content does not respect users’ values, it is easy to be attacked or even blocked by users on social media. The same talk about beauty, Jingdong beauty is a good counter example.
Two years ago, Jingdong beauty appeared on the express box with a catchy slogan: what’s the difference between you and men who don’t wear lipstick. The photos of the express box printed with the copy were exposed on Weibo, which quickly triggered angry discussions among netizens. Most netizens think that the slogan is sexist. Thanks to Jingdong beauty’s timely response, it immediately apologized on its official microblog, said the copy was “inappropriate”, and promised to recall relevant express delivery immediately, so as to further reduce the loss.
Write at the end
At the end of the article, I would like to say two more things:
1. As mentioned above, interest point, copywriting style and values can be independent content, but if you want the content effect to go up to a higher level, it’s better to use them together. For example, when we popularize professional knowledge, we can set a good copywriting style, combine the values of the target users, and output content. Or in the cross-border, choose the brand cross-border which is consistent with its own tonality, and the cross-border play method should fit the user’s values.
2. Due to the limitation of carriers, the examples in this paper can only be point to face, point to point. If you want to go deep, you can follow the brands mentioned above, and read their copybooks and related articles carefully.
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This article was originally published by @ Wu Shuo Baidao. The copyright belongs to the original author. No reprint without permission
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