After Zhihu's brand questioning function was launched, a brand asked a question on Zhihu: What puzzling and mysterious behaviors did you and your baby encounter?
The problem has blown up many precious parents, and probably "inscrutable behavior" is really a very attractive topic. In particular, many parents told their babies all kinds of interesting behaviors in an illustrated way, which attracted many friends' praise.
Zhihu, which has been developing towards large-scale advertising since the end of last year, frequently mentioned the concept of "knowledge marketing" this year. Let me add one more point: knowledge marketing refers to the communication between brands and consumers around knowledge, experience and emotion, but it also implies another meaning. Different from the traditional business model, Zhihu's knowledge marketing is not one-off and will not end with the sinking of information flow. Brand content has content in Zhihu.
This meaning is consistent with Zhihu's repeated emphasis that "knowledge marketing is the brand's long-term content investment". But this seems to make the brand hesitate between the long tail effect and the short-term goal. Because the brand may be more concerned about the effect, that is, doing knowledge marketing in Zhihu, can the effect be immediate?
Three Suggestions on Knowledge Marketing
From the practice of Lego's brand questioning in Zhihu, it is not difficult to sum up the indispensable elements of knowledge marketing and effective brand questioning in Zhihu:
2. Clear brand purpose: Unlike ordinary users who ask questions with curiosity or thirst for knowledge, brand questions have obvious commercial demands and more specific communication demands on the premise of communicating with consumers. For example, Tmall Communication upgraded its brand, and Lego promoted its brand Lego Debao. In addition, it directly makes the problem a part of the activity.
For example, Braun, a razor brand owned by Procter & Gamble, asked three questions in June, 5438+00: What is the "magic weapon" to become a game party, how to become an "invitation harvester", and how you struggle to chase girls. Braun introduced himself, this is his "most challenging" series of questions, and the three questions correspond to games, job hunting and picking up girls respectively. The idea of a series of articles is of course familiar to brands. Under the theme of a battle, shooting multiple videos from multiple perspectives has become a standard creative action. Compared with a single question, multiple questions surrounding a topic are in1+1> The effect of 2.
3. Brand landing and feedback: brand questioning is not to ask and leave, but to maximize the transformation and transfer of user content value to the brand. A problem, brand must be regarded as an activity or project. Regarding topic output, Gao Qiang, vice president of Zhihu Commerce, said, first of all, brands should be clear about their communication demands and users who want to communicate. On the other hand, the Zhihu team will also provide professional advice based on the operational experience of community content and topics. "This process needs to go through some running-in stages, and its core challenge is whether the brand content conforms to the whole tonality of Zhihu, or whether the users' needs are completely consistent, or whether the styles we adopt are completely consistent. This is something we must discuss. 」
Enterprises need to constantly try new ways to promote online word-of-mouth marketing, which will help attract users' attention for a long time. How to tell the story of users' concern well and raise the problems that users care about requires the continuous innovation of enterprise marketers. Zhihu platform is one of the main battlefields of online word-of-mouth marketing and knowledge marketing, and it is also the difficulty of online promotion. This article is shared by Ma Xiao, a consultant of Zhixing, aiming to bring inspiration and inspiration to friends engaged in network promotion.