The increasingly important knowledge marketing

  The constant changes of knowledge marketing Knowledge marketing, the definition on Wikipedia is: to spread new science and technology to the public and their impact on people’s lives, through popular science propaganda, so that consumers not only know what it is, but also know why, and re-establish a new Product concept, and then make consumers germinate the need for new products, to achieve the purpose of expanding the market.
  For the general public, the first wave of “market education” in knowledge marketing is the health care product advertisements that were constantly flooded in the media at the beginning of the 21st century, especially the product advertisements in newspapers and magazines. effect. This can be regarded as the earliest “component party”.
  While the media form is constantly evolving, the content scene of knowledge marketing is also changing. In the era of PC Internet, search engines, as well as products such as Q&A, community, and post bars that are constantly incubating, cover the entire link of knowledge acquisition. When people search for a question and click on the landing page carefully designed by the brand, they are also given relevant products by Amway while understanding the answer. As various advertisements and misleading information penetrated into various knowledge-based products, the public also began to seek other knowledge portals.
  In 2013, as the public account gradually occupied the picture and text reading scene, WeChat-based knowledge payment became popular. At that time, a large number of related vertical accounts such as workplaces, skills and emotions were realized through courses, and “Get APP” ran out of them. However, homogeneous content and anxious conversion copywriting make it difficult for the public to form a habit of continuous payment. Even in the media era of “short video + live broadcast”, this type of knowledge payment is not uncommon.
  With the recent fire in the live broadcast room of Dongfang Selection, the number of fans has rapidly expanded to the level of 20 million, which makes people see the possibility of combining knowledge marketing and live broadcast with goods. It turned out that, in addition to the hawking-style live broadcast, it can also use bilingual teaching, historical literature, and landscape and other content to drive hundreds of millions of GMV growth with “textbook-style delivery”. This is far beyond people’s imagination of “all-round anchors”. It turns out that the end of the goods is the teacher of New Oriental.
  Behind the popularity of Oriental Selection
  There is no casual success, and no unprovoked popularity. Perhaps, no one can copy the path of Dongfang Selection, but if we look backwards, there are three consensuses behind the knowledge marketing of Dongfang Selection:
  1. Platform environment: some leading anchors of major platforms encountered “gray swans” and released a large number of The live broadcast has deeply attracted the attention of users, and the time is 618 nodes. Whether it is users, brands or platforms, they are all happy to see the emergence of new head anchors who create increments;
  2. Differentiated content: people are interested in homogenized, shouting live broadcasts The insensitivity of the content requires differentiated content to fill it. This does not mean that knowledge-based anchors replace all-around anchors, but complement each other. All-round anchors can bring goods on a large scale, and there is basically no category restriction. Knowledge-based anchors It can meet the needs of users for high-quality live content;
  3. Emotional and personal value: Yu Minhong “leaves the field” decently, donates desks and chairs, and the main direction of helping farmers, bringing the advantage of the mental dimension to Dongfang’s selection of live broadcast construction. It is also the basis of the audience’s empathy for “finding hope in despair”, which is the influence of the personality and the brand’s goodwill.
  From the perspective of individual cases, the content trend of brand marketing is also tilting towards the direction of “knowledge increment”. Kuaishou plans the “New Market China Festival” commercial IP, focusing on traditional festivals and solar terms culture; from the Galaxy Project to the Star Map Knowledge Project , Douyin focuses on continuing to support knowledge verticals. Domestic brands are also cooperating with experts in the fields of intangible cultural heritage and traditional culture to enhance the brand communication potential. Book experts represented by Fan Deng are also driving the sales conversion of book categories through knowledge content.
  Whether it is the improvement of content quality, the establishment of brand mentality, or the transformation of related categories, the value of knowledge marketing is becoming more and more prominent. From a purely user perspective, after experiencing continuous consumption of life and entertainment-related content, users have a demand for “emotional satisfaction, rational return”, that is, in addition to shallow emotional content, they also need deep-level value content. to have a “sense of gain” based on cognitive increments.
  New Features of Knowledge Marketing
  Looking back at the current media environment, my definition of knowledge marketing is: firstly, it has cognitive increments, and the content is fresh and novel to users; secondly, the content should make users have a sense of acquisition , this sense of acquisition is the state of acquired knowledge, whether it has practical significance; finally, the output content is consistent with the brand texture and product scene. Let’s explain them one by one.
  First of all, cognitive increment is the key to “cognitive ice breaking”, that is, when users see you for the first time, whether they will stay, whether they will trigger emotions, whether they will read down, and whether they will be converted into purchasing decisions, all need Rely on the first step of “breaking the ice”.
  For example, I once visited a start-up brand that does functional skin care. Their strategy when doing PR is to first anchor the “medical beauty” scene, and then invite the director of the dermatology department of a tertiary hospital to go to popularize the skin repair after medical beauty trauma. This refined and specific demand scenario, as well as the knowledge popularization content endorsed by experts, can quickly form a consensus – “This content is dry and suitable for me”. This specific scenario, celebrity endorsement and product placement is the most scenario-based way to shape the value of “incremental cognitive”.
  The second is to have a sense of achievement. I don’t think “knowledge” and “acquisition” are synonymous. The so-called “sense of acquisition” is a state of being willing to convert knowledge into social currency after learning knowledge. Especially at the moment when content consumption behavior is random and fragmented, the sense of gain of knowledge marketing is leveraging social traffic with “content leverage”. Content leverage is reflected in the dense nodes in knowledge marketing. Compared with long stories, brand knowledge marketing needs to be short and concise, and it is necessary to seek the content logic of “short links + strong point of view + picture sense”.
  At the moment when the grass-growing economy is popular, compared with push marketing, brands need to understand the three principles of shaping this sense of gain: use the shortest possible link to demonstrate the theme that the brand wants to convey. This theme is that the brand needs to repeat , repeating, repeating content; too common viewpoints, lacking the strength to transmit the mind, the brand needs to use professional content to convey powerful brand concepts and values; finally, it is the sense of picture, that is, the content of knowledge marketing “Remember points” are required.
  Finally, the output content is consistent with the brand texture and product scene. There is a knowledge marketing idea of ​​a wine company, that is, the founder has insight that every user will habitually smell the cork after opening a bottle of red wine, and he will make the brand information and origin story into a few small pieces of copy content, Printed on the cork, this creates a connection between the consumer and the brand.
  Therefore, knowledge marketing is to pass the valuable knowledge possessed by the enterprise to the potential users through effective knowledge dissemination methods and channels, so that the potential users can gradually form a cognition of the enterprise brand and products, so as to finally convert the potential users. Various marketing behaviors for users.
  In the process of contacting with brands, users can learn new knowledge, and with the help of the carrier of “knowledge”, the promotion and introduction of products and brands can be extended, so that users can understand the characteristics of products and services. Some first-line liquor brands often encounter the problem of counterfeit products appearing in the market, so they use the method of self-questioning and self-answering on Baidu Know, Zhihu, Douban and other related question-and-answer communities, and first ask for help in the user’s tone to “distinguish the XX year”. The method of cellaring the authenticity of wine”, and then invited vertical KOLs to give relevant answers, which provided users with useful answers, and conveyed the brand story and product value point shaping.
  In addition, knowledge marketing can also have the potential of “crazy” content. In order to present a certain car of Infiniti whose power system is derived from an F1 race car, Infiniti, together with Zhihu and two car vertical anchors, made a 10-hour live broadcast, dismantling a car on the spot, from decoration, powertrain The in-depth dismantling satisfies the target audience’s curiosity, but also presents the product quality and brand concept.
  Different knowledge marketing methods can be summarized into the following paths:
  offline meetings, for example, Apple retail stores will regularly invite guests offline to share the knowledge of creation through Apple products; cross-border cooperation, recently a men’s skin care brand has joined the skin Experts in the field, publish reports on men’s skin health care; cooperate with knowledge platforms, and cooperate with platforms such as Wikipedia, Zhihu and Douban to conduct knowledge marketing through content co-construction; KOL cooperation, with the help of the IP of vertical talents to output professional content, and touch Dada fan group; official account operation, brand exit, settled in mainstream content platforms, and updated knowledge content rhythmically.
  For brands, no matter what path, they must follow “content is the primary productive force”.
  Knowledge Marketing: The Integration of PR and Marketing
  Brands are the greatest asset. When creating a brand, we need a “big idea”, such as by occupying a new category, to implant the new brand in the minds of consumers. Then the brand repeats, repeats, and repeats, with “resonant” advertising, to transmit the core value of the brand to consumers and maintain this strong brand.
  An interesting point is that with the development of productivity, the prices of various products and services are falling, while the production and placement costs of advertisements are rising. As consumers establish a shielding mechanism for advertising information, and there are several brands competing for consumers’ attention in any sub-sector, there are even a number of advertising companies that use various brand communication theories to amplify your brand marketing investment, making it difficult to start a business. Harder.
  Whether it is “big idea” or “continuous repetition”, building and maintaining a brand requires huge investment in order to maintain the brand image and continue to accumulate brand equity. Among them, “knowledge marketing” is an important way to build brand equity. It can offset people’s natural resistance to advertising content, and consumers can have “knowledge increment” and “sense of acquisition” in it, that is, the integration of public relations communication and advertising marketing, More “moisturize and silently” affect mental preferences.

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