Thursday, December 5, 2019
Content marketing and short video
Content marketing
Content can be shown using images and text, short videos or live broadcast.
Content is everywhere in daily lives and start to serve marketing purposes.
Sales = views * conversion rate * ATV
Forms of content in traditional media: newspaper, tv commercials, posters and banners
Forms of content in the internet era: images and text on shopping websites, product info are displayed.
Forms of content in the new media era: replacement of behaviors and habits of PC users by mobile devices users, users want to express themselves over social media, users want to buy products after viewing the content, combination of products and content users like.
Mainstream content channels: FB, IG, YouTube, TikTok, etc.
3 forms of content marketing:
1. Product + content
2. Service + content
3. People + content
Planning
• Content distribution: multichannel distribution
• Fours aspect: appearance, style, presentation, highlights
• Basic account settings: avatar, motto, profile
An image speaks louder than words
Types: images and simple text
Scene: indoor and outdoor, environment style
Food images: Foodie
Poster about food and people: Butter Camera
Personal images: Facetune, BeautyCam
Write a popular article
Common title: numbers + benefits, antilogical, threatening, news jacking, adding tags
Mistakes on writing titles: misspelling, mixed spelling, special symbol, false implication, inappropriate title
Structured writing: writing tool x-mind, sequence, relation between major and minor components, cause and effect
Why short video
Content presentation of short video is more intuitive
Presentation of short video is more authentic
Video is more desirable for consumers
Video can drive traffic to offline stores
Video marketing mindset
Use of short video in we-media: ordinary people can become a star, each one has a potential to become a KOL
Use of short video in online stores: future trend
Use of short video in brick and mortar store: consumers follow stars and and bring traffic to offline stores
Make an interesting short video
Which kind of content users want
Which kind of content sellers want
Present live streaming by short video to make real person feelings
Keep in mind the entertainment nature
Common video types
Dance, fingers dance, vlog, clothing
Pets related products
Travel related products
Food related products
Homeware related products
Beauty related products
Photography related products
Target
Make multiple short videos
Make real person short videos
Basic requirements:
Hardware: smartphone 10M pixel camera,
App: TikTok, Vue, InShot, B612, Videoleap
Intermediate requirements:
Stabilizer, lighting, backdrop
Quick start short video
• Make a text video: Zishuo App
• Special effect video: daytodaybusiness App
• Vlog video: QuickMediaEditor App
Standard short video:
• Single shot processing: clipping, filters, import multiple pics, etc.
• Compositing multiple shots: import multiple shots, adding transitions
• Real person: voice changing (B612), real time voice processing (InShot)