Communication strategies can also be subdivided in content and can be divided into the following major categories:
Dissemination goals, what is the goal of your content dissemination? What kind of "core experience" do you need users to achieve when seeing this content, and what kind of people are your communication audiences, who do you want to talk to?
The communication media is easier to understand, that is, where do you plan to say these words to the target audience, and what information do you convey? And finally the path of transmission; how are you going to get them to hear what you have to say?
3) Creative ided
Creativity is better understood, that is, what kind of creativity should your content use to achieve? For example, the type of story, case type, dialogue type, and scenario type on the short video are all types of content outputs that belong to an idea.
4) Spread the content
The final dissemination content is the production of the picture. If there are no errors in the first three items, there will not be too many inconsistencies in the dissemination content. The premise is that the first three goals are implemented around your business goals.
As long as business operators or bosses master a certain advertising process, and are equipped with relevant operators, with goals, users, and country email list content around a business strategy, then the content you make will not be messy.
Before each content, you have to ask yourself in your heart; I want to achieve xxx through xxx, and I must have "empathy" in the process of dissemination, and ask yourself from the user's point of view, does it have anything to do with me?
Example 1: Gree air conditioner, mastering core technology. 2. Gree air conditioners only need one kilowatt of electricity per night.
Two completely different advertising slogans, the former one is not important to users whether you master the core technology, and the latter one, using Gree air conditioners, only one kilowatt of electricity per night, saving money, is related to users .
Let me list specific cases and describe how traditional brands enter short video platforms with zero experience and gain traffic blessings.
First, let me briefly introduce the company in the case; it has been established for many years and was listed on the New Third Board five years ago. The company's main business is more traditional, such as building a website for the Internet, operating a WeChat applet mall, and operating a public account.
The company's main service targets are small and medium-sized businesses and individuals.
The above introduction is complete.
And medium-sized enterprises and businesses can capture traffic in post-era short videos to improve their business.
Since the company wants to obtain Douyin traffic, the business goal of the company should be to present the following path closed loop. Let's review the advertising process above.
Enterprises stationed in Douyin: communication goals (get more users to achieve transactions) = core experience (what core information the company expresses to achieve the goal) - communication crowd (small, medium and micro businesses and individuals on the Douyin platform).