What activities the company has participated in, what awards it has won, and even in-depth reports on the industry, relevant hot articles, and even industry news trends, etc., these articles can also be set up as special channels.
The reading volume of the article and the conversion rate are one of the criteria for judging articles in this area. PR communication drafts are generally used by relevant media, mainly for "brand promotion" or channel optimization. If it is a draft, it must be pursued Quality, mainstream media submissions are generally "credit endorsements".
For the TOB industry, when there is no strong sales team, BD will be very weak, and PR and content are one of the key tasks.
Finding important channels for a small amount of investment, such as "investment and financing", "related business industries", is conducive to user expansion and initial accurate exposure, but all this must wait until "the product's fundamentals are formed".
5) White papers, dry goods materials
White papers are divided into industry-based ones and those “led and participated by their own companies.” When your own company’s products and services are large enough, you can work with head data media to produce white papers. When you don’t have enough market share, you can also do business with the industry. A case of professional company cooperation delivery of white paper.
Relatively speaking, this kind of price is relatively expensive, and it is not suitable for the initial dissemination. On the one hand, the white paper is printed out as a manual and sent to customers, and secondly, it can also be used as a souvenir of the conference. The online electronic version can be printed with "official". "Micro QR code" realizes the integration of three effects, of course, the white paper can also be deposited on the "academy".
The dry goods information category is very direct to attract "interested people", such as "20 sales process documents", "private domain traffic guide" and so on that we often see, so that people can only get paid if they pay attention to sharing.
There are many forms of content structure, and the above are the most common ones. All companies hope to attract a large number of potential customers and make sales through content.
However, it is often hoped that all these processes will be formed very quickly. It is best to produce new media or content teams today, and to have intentional customers to buy tomorrow. This kind of thinking is understandable, but it is not practical.
Although many people know that this is difficult, they always have such expectations. In the end, their official account or website may be full of "product introductions", hoping that customers can see it quickly, while ignoring the core of content output. Value not advertising.
In the end, readers or Party A who want to buy will lose interest, let alone conversion. This is what many TOB, SAAS, and SCRM content teams need to pay attention to.
2. Initial content should be more “focused”
In the early days of the content academy, there may be no such thing as "academy" at all, and even some companies will not invest "human cost" in content operation at all, and some even want to find interns to do "content marketing" work. Zhiyuan believes that at least 3 years of experience in the control industry are required.
TO B is different from TO C. TO C is a three-fast model, that is, product iteration is fast, delivery is fast, and the market is fast, while TOB is just the opposite, product iteration is slow, delivery is slow, and sales are slow. If it is a non-standard product, it will even cost more. big.
According to the survey, the price of non-standard products is more than 20,000 yuan, and the average user usually takes a month from intentional clues, to inspection, to ordering and closing, so the later stage is very test of "brand power", "sales" and "content dissemination" ".
If an enterprise realizes this aspect early, it should implement "content first", because content is the essence of media communication, and the second is to "focus play" in the dimension of content output.
You must know that the standardization of products is very slow, and most SAAS or SCRM are based on relationships (founders, executives’ personal resources) in the early stage. The customization is serious, and other team members will waste a lot of time investment, so the essential content The first is to output in advance and to accumulate precipitation.
The first dimension focuses on the system. If you are doing SAAS services for private domain traffic, then the content output in the previous stage must be done around private domain traffic. It is better to assume that a "system" can be formed, because the content of the system Essentially, it is a means of educating users to use the tool.
If you are doing sales, then you need to focus on "sales skills" or even "tool advantages". The content focus is to "quickly develop an industry" or the pain points of the products you are making.
The second dimension is "focusing on user behavior", such as under what circumstances do users search for such information, what kind of users pay attention to private domain traffic, and what kind of problems do they want to solve by paying country email list attention to private domain traffic?
How do I introduce my own product introduction through these questions and maximize the value of my product? This is a formal process and framework for a person to attract from search, to attention, to conversion. This type of model is suitable for "vertical industries", vertical Pain point SCRM software.
The investment in content must be at least half a year. Once the content is exported for a long time, a marketing system is established, and the college is formed, then the college and the content will become the "endorsement of the product".
At this time, these accumulations are combined with the daily dissemination of PR, and the company's targeted conferences are exposed, the products will be more convincing, and at the same time, sales staff can achieve twice the result with half the effort when copying orders.