Social Strategy Solution
When starting your social media marketing strategy, it is important to think about what kind of content will best represent your business and bring you more viewer engagement. I’m talking here about content in general, as all kinds of content, like video, photos and articles, can be suitable.在开始您的社交媒体营销策略时，重要的是要考虑什么样的网络营销最能代表您的业务，给您带来更多的观众参与度。我在这里所说的网络营销一般来说，比如视频、照片和文章，等这些网络营销方式都可以适用。Today we’ll look at several kinds of content：
Unfortunately, most businesses, especially on WeChat, focus on the news. They post about what’s been happening in their company—new products, offers and projects. With the rising amount of companies on social media and the amount of similar content, it is just getting more and more tiring to read posts about new products.
Even though news is still an important and necessary part of any social media marketing strategy, it’s just not enough for making your company stand out. 遗憾的是，大部分企业把微信的注意力放在发布新产品和新项目的进展情况的新闻上。随着公司在使用社交媒体上的数量不断增加和类似内容的增多，阅读有关新产品的帖子变得越来越累。尽管新闻仍然是任何社交媒体营销策略中重要和必要的一部分，但它还不足以让你的公司脱颖而出。Studies shows that people are more likely to save content that is educational, and more likely to share posts they find valuable. But values are different for every company and every audience. For one viewer, the grabbing point is aesthetics while for another it’s humor, or being informed.So, it’s important to really consider what your audience wants to see so that they find value in your content and want to engage with it in a more productive way. Let's take a closer look at each content type.研究表明，人们更倾向于保存有教育意义的内容，而且更倾向于分享他们认为有价值的帖子。也许对于关注者来说，最吸引他的是美学；而对于另一个观众来说，则是幽默或是警示。因此，重要的是要真正考虑您的关注者想看什么，以便他们在您的内容中找到价值，并希望以更有效的方式参与其中。As we mentioned above, a study has shown that educational and useful content is often saved and shared by readers. With informative content, you can educate your client and user with your services. We see this, for example, in the tech industry with platforms such as Pinterest, Instagram and Shopify. These sites have mini academies where they teach users not just how to use the platforms in a more productive way, and often in tandem with others services. They are also sharing success stories, users’ success stories. Educational content can also show that you are a professional in your field. For example, the advertising agency Ogilvy shares market research, useful information about customer behaviors and changes in the market. Architecture company Gentler shares researches on office environment data and ideas about how to build a smart city. Also, this kind of content is increasingly common, especially in coach's blogs. 如上所述，一项研究表明，教育和有用的内容往往被读者保存和分享。有了信息性的内容，您可以用您的服务教育您的客户和用户。例如，我们在拥有Pinterest、Instagram和Shopify等平台的科技行业就看到了这一点。这些网站有小型学院，他们不仅教用户如何以更高效的方式使用平台，而且经常与其他服务一起使用。他们也在分享成功的故事，主要是分享用户的成功故事。教育内容也可以表明您是您所在领域的专业人士。例如，广告公司 Ogilvy 分享市场调研、客户行为和市场变化的有用信息。建筑公司Gentler分享了办公环境数据的研究以及如何建设智慧城市的想法。而且，这种内容越来越普遍，尤其是在coach的博客中。Personal content is content that focuses on personal stories or stories of other people. It can be emotion-based on the one hand and very inspiring on the other. Also, it shows integrity and the human face of the brand. My favorite example is Noach, a street-wear brand. They use their Instagram to tell stories about people, about themselves, and even how they brake the cost of the production. It feels honest. Open. Intimate. Some fashion brands like to tell stories of their artists, designers, and people who wear their brand. This kind of content is often used by bloggers when they are sharing a personal story to build their own brand and attract more readers. 它一方面可以是基于情感的，另一方面可以是非常鼓舞人心的。同时，它也展示了品牌的诚信和人性化的一面。我最喜欢的例子是Noach，一个街头服装品牌。他们用Instagram讲述人们的故事，讲述他们自己的故事，甚至讲述他们如何降低生产成本。这种方式给人一种诚实、开放、亲密无间的感觉。一些时尚品牌喜欢讲述他们的艺术家、设计师和穿着他们品牌的人的故事。这类内容经常被博主用来分享个人故事，打造自己的品牌，吸引更多读者。While content with a visual focus usually doesn’t require much text, it does need a concept—think fashion and retail platforms.People want to see inspiring images telling a good story. My favorite example is Gentle Monster which uses a very unusual visual style to promote their glasses.Focusing on visual aesthetics without additional text is highly popular among many companies in different industries. 虽然以视觉为中心的内容通常不需要太多文本，但它确实需要一个思考时尚和零售平台的概念。我最喜欢的例子是 Gentle Monster ，它用一种非常不寻常的视觉风格来宣传他们的眼镜。专注于视觉美学而不附加文本在不同行业的许多公司中非常流行。Some companies want to be funny. And sometimes even the more serious-minded companies can represent their news in a novel or hilarious way—a great example being The New Yorker.Old Spice is another great instance of a brand using comedy in their Instagram content.有些公司想搞笑。有时候，即使是思想比较严肃的公司也可以用小说或搞笑的方式来表达他们的新闻——《纽约客》就是一个很好的例子。Old Spice是一个品牌在其Instagram内容中使用喜剧的另一个很好的例子。Many brands employ user-generated content, which is good for the brand and good for promoting its users. Notable examples are Airbnb, GoPro, fashion brands, and of course Wikipedia, a company that built its business on user-generated content. 许多品牌采用用户生成的内容，这既有利于品牌又有利于提升用户。著名的例子是Airbnb，GoPro，时尚品牌，当然还有Wikipedia，这是一家基于用户生成的内容开展业务的公司。When planning or revamping your content strategy, it is important that the content represents your brand and mission. Your unique online content fingerprint can be a mix of different kinds of content, or one that focuses on just one type.在计划或修改内容策略时，重要的是内容必须代表您的品牌和使命。您独特的在线内容指纹可以是多种内容的混合，也可以仅针对一种类型。
Are you feeling frustrated about how to select the best type of content for your business? Contact us for consultancy. 您是否对如何为您的业务选择最佳类型的网络营销感到殚精竭虑呢？请联系我们获得更多相关咨询吧。Previous news on CHI social
Previous news on CHI media
To download PDF about CHI.social, press "read more"
要下载关于CHI.social的PDF文件，请点击“阅读更多”