Last week, we made a micro-investigation on WeChat content marketing. The results of the data seem to be expected, but the embarrassment of WeChat content marketers has brought us a lot of touches. Today, the results of the survey and the data are behind. We explore the solution.
Editor’s note: This article is from WeChat public account “Stewed Marketing” (ID: Luandunyingxiao) , author Gao Yan.
Are you thinking that your official micro-operation is good?
When asked “Do you think your official micro-operation is good?”, the answer is “very good, the amount of reading and comment is not a problem” is 0, and more than half of them are difficult to give operational results. Positive self-assessment. From the perspective of the existing data, no matter whether it is Party A’s WeChat content marketer or independent new media person, it has not been able to get rid of such embarrassment.
Are you touching the pulse of WeChat operation? (just like being given a middle finger by reality)
WeChat operation is not good, naturally there is a reason. Confidence has touched the pulse of official micro-operations, and the market people who can operate with singularity and color are pitiful. About a quarter of them are still groping and smashing at the door of WeChat marketing. Nearly 60% of the respondents believe that they only have some methods for WeChat operation, but they still need more exploration for the presentation of effects and data. The reality is that this has given the B2B market people who are full of expectations a big one.Big middle finger.
What is the most difficult thing about Enterprise WeChat operation?
Different from other topics, I choose an option almost one-sidedly. Regarding “What is the most difficult thing about Enterprise WeChat content marketing?”, the spacing of options has not been opened. In contrast, the biggest pain point is still in the first half of the content marketing funnel: difficult to choose, difficult to create, difficult to add powder and difficult to transform, which also confirms from another side that although WeChat content marketing has been booming for many years, it is quite The number of business operators is still in the early stages of the exploration phase. As a result, for B2B companies with complex products and services, the embarrassing situation that the content is difficult to do and the customers are hard to find can be seen.
What is the value of WeChat operations?
It’s important to do something and how to do it. We think it’s more important to know why it is done. After all, as philosophers say: If a boat doesn’t know where to sail, then what wind will not be for it. Downwind.
Therefore, we also put the issue of WeChat operations on the value of B2B companies into the survey. Nearly 90% of enterprises use Guanwei as a channel for corporate brands to express their voices, specifically in the “export of brand communication” and “for All staff marketing provides communication sources, and “the platform for product iteration update information release” and other aspects. This also reveals a state of B2B marketing: Although many people are singing the value of WeChat as a marketing channel, WeChat is still the main position of the company’s external voice before there is no more suitable or more valuable channels; Content marketers can only look forward to the new channel from the sky while trying to keep the operation.
Overall, in the current emphasis on “integration of product efficiency,” for most B2B companies, the value of the official WeChat marketing effect needs to be further explored;
WeChat operation perspective, from topic selection to creation, to powder addition, interaction, sharing and transformation, still difficult. Creation, powder and conversion are the three sources of B2B WeChat content marketing.
What is your official level of cancer?
The official micro-operational cancer has reached the intermediate level. When we have to wrestle and pull between WeChat content marketing and what can’t be done, we will naturally issue a series of soul torture: What is the value of WeChat? Do you still want to continue to do WeChat? What else can I do besides WeChat?
▲How long does it take for WeChat to operate?
From the answer, although many content marketers are showing signs of fatigue, most people still believe that “as long as everyone is still using WeChat, companies can continue to operate the public number.” However, is this just a helpless choice? Based on comprehensive data, we believe that WeChat is still a high-quality content marketing platform for B2B companies.
First, in the first quarter of 2019, WeChat has become a super-app that has exceeded 1.1 billion users, which means that almost all Chinese with mobile phones have become WeChat users. Looking at the scenes of each of us applying WeChat, almost half of the people’s WeChat uses are used in work-related communication, and the WeChat public account is the existence of natural direct WeChat users (including workplace people). B2B companies must have the value of continuing to cultivate it.
Secondly, for enterprises, the main content operation platforms are currently focused on WeChat, Weibo, Vibrato and other Q&A content platforms. Compared with Weibo and Vibrato, the content format of the WeChat public account and the content consumption habits of the audience are more closely matched with the characteristics of B2B companies that rely on high-quality deep content for branding and marketing.
Therefore, the WeChat public account as a high-quality content platform still has important value for B2B companies. It only enters the deep water area of operation. How to transform it from a platform that only sounds as a brand to a mine The platform for more business value is what we should continue to think about.
For this, our analysis and thinking are as follows:
1. Content Focus: Design content based on the roles and needs of different segments
Any content platform with a high volume of content. Both will push their focus to change from quality to quality, and the WeChat public account ecosystem is at this stage of development. Looking at a number first, the number of WeChat public accounts in 2017 was 3.5 million. At that time, many people were singing the development of WeChat public number. However, the number of WeChat public accounts has exceeded 20 million. On the other hand, WeChat The average opening rate of the public number is less than 5%… This is enough to show that the readers of the WeChat public account become more critical about the content, and this kind of picky is reflected as:
First of all, the content consumer’s attention to the content Faces are becoming more and more “narrow”, but in contrast, the requirements for content quality are becoming more and more specialized.
In the era of information explosion, time is the most valuable resource, and the speed of iterative update of technology-driven knowledge continues to accelerate. People in the workplace have already entered the deep water area for content chasing within their own professional scope. For example, because we study B2B marketing, we will also focus on the public number of many marketing large and some marketing vendors, but because we pay more attention to the originality and depth of opinions, methodologies and cases, gradually only focus on the number of A few more. We also asked friends around us, and everyone’s choices are basically the same.
More importantly, content consumers are more concerned with whether professional content matches their role.
Taking the “dishesed marketing” that we operate now, we can see that the two readings are quite similar in terms of data. The number of “friends” reading in the public number fans is often very different. This shows that in addition to the ubiquitous industry insights, people of different roles are paying attention to content related to their roles for a limited time. For example, CMOs will pay attention to marketing strategies and how to cooperate with CEOs, but the first-line marketers will More attention to more focused tactics, play.
In summary, B2B companies must change from the previous “have” to “specialized” based on WeChat, and need to output high matching according to the different roles of the target group.Content, in other words, content content.
How to do it? First, we must carefully sort out the needs of our target audience: Which industry is our products and services focused on? What are the key decision makers and decision makers? What is the difference in the dimensions they care about for the same professional issue? What is the difference in the habits of such content consumption (what time, acceptable content, whether it is easy to collect and summarize…)? Then, according to the different needs of the target audience, each piece of content should be more “restrained” in the selection of the title and creation, to be precisely targeted to whom to see. A cruel fact is that if you want to please everyone, you will often be not satisfied enough.
2. Content is more sincere: Respect every time a content consumer spends on a brand
As if yesterday, the WeChat public accountants can enjoy the bonus of the “Title Party”. However, in a few years, if anyone dares to just take the eye and the content lacks real, unique and deep views, it is rare for readers to smile and be replaced by anger and spurn. The Mummon blasting incident has given an alarm to all brands and WeChat operators.
In the era of content flooding, B2B companies that operate the public number for marketing purposes need to realize that we are sharing the target audience with all content producers in the WeChat ecosystem. To attract and retain fans, you must come up with more sincere content. This sincerity is reflected in the ability to consistently produce deep, original content in a professional area of focus, from perspectives, methodologies, solutions, best practices, and data-based insights.
Believe: We are devoted to the sincerity between the lines, and readers must be able to capture them sensitively.
This requirement is very challenging for WeChat content marketing partners, so we often need to create incentives and production mechanisms for content creation across the company to ensure a steady stream of original content. For content on content production and creation, please refer to the previous article on content marketing, and will continue to output this content in the future. Please pay more attention.
3. Focus on conversion design: Conceptual content combinations based on transformation logic
There is also a more challenging discovery: WeChat users are less and less concerned about a number, even if they pay attention to it, they may be able to take it out at any time because of an accident. To put it bluntly, content consumers will only be loyal to good content, not to a public account.
This reminds us: instead of paying attention to the loyalty of fans to the public number, it is better to polish every article and even push the frequency is not the most critical day. The important thing is to insist on the articles. a boutique strategy; at the same time, there needs to be a stronger transformational thinking