The essence of the medium is "content".
Content has to run to the front of the tool so that leads can be captured.
Open all TO B products, whether it is SCRM or SAAS, it seems that every official website has "academy" and "knowledge section support". Why does TO B build a knowledge area?
The essence is a long-term investment for low-cost customer acquisition and continuous exposure.
Content marketing means that companies can efficiently reach users and increase conversion rates. At the same time, they can bring accurate customer sources to products or teams, reduce communication costs with intended customers, and provide overall delivery timeliness. Paying customers can also play a guiding and educational role.
For customers, the reach of content has the invisible effect of "broadcasting" and "biography". A tool or software wants to express its own advantages with customers and the public. The conventional means of broadcasting are "industry conferences", "PR" "Exposure, but it can only have a short-term impact on the mind.
The essence of "biography", in addition to word-of-mouth, audio communication, and video communication, the basic point is the "content" that surrounds it.
The decision-making cycle for B-end customers is relatively long, and a lot of "communication" time is delayed in the middle. From the perspective of the enterprise, it is impossible for a large customer to "educate" 100 or more customers one by one, so the content will play an "invisible" role. The role of driving".
1. Positioning, planning, focusing
Whether it is SAAS or SCRM, the content academy is also a product, and positioning must be done well in the early stage, and the positioning of content products is to better empower "tools". The important aspect of positioning here is the division of industries, followed by tools What kind of customers to serve, so as to attract users' attention from the perspective of customer acquisition.
Most of the tools or SAAS content services are single-point articles or dry goods output in the early stage, but the construction of the content academy should be based on "thinking from the perspective of God".
For example, attracting users, guiding registration, use, functional experience, purchase transactions, and learning of follow-up marketing plug-ins, etc. This is an overall user life cycle link. Only with a clear path can a "basic framework" be designed.
1. Several dimensions of planning and college content
No matter what platform content system is built, it is inseparable from the 4P marketing strategy.
For most TOB companies, planning is often the most neglected thing. When they start to create content, they always think that "content" knowledge is deposited in new media, and a section on the WeChat public account is enough. In fact, such thinking has limited.
Planning is a complete set of rhythm listing that needs to be combined with product development and market promotion strategies, including "college product planning", content output dimension planning, promotion including content SEO, product publicity PR, content distribution, etc. , making and perfecting is a routine action.
Let me give an intuitive example. For example, this year, the company continues to serve small B users, KOLs, and KOCs. The products made by the company are also aimed at such groups in the subdivided industry, and the company's country email list market promotion direction is also aimed at this group.
Then "from the perspective of content academy planning", we must also work hard in this aspect to be consistent with the whole.
For example, this year, the groups that mainly focus on "enterprise WeChat" or "sales staff management" and "store customer acquisition" are doing SCRM, so the content academy should also develop at this level.
The content of many companies is relatively fragmented, and there is no overall rhythm. It is like a mess of sand. Today, a certain KOL is invited to speak on a forum, and a certain founder is invited to share it tomorrow. In this way, for a long time, there is actually no penetration.
TOB Content Academy produces "content" in several ways:
1) Product introduction, tutorial class
It mainly focuses on SAAS or SCRM tools. At the same time, according to various functions made by production and research, it judges the advantages and disadvantages of product functions and the functions of friends in the market, and then cuts in from the perspective of content, which core publicity to do and which weaknesses are hidden.