Editor's lead: With the continuous diversification of social media, cross-platform marketing has become more choices for brand marketing. The author summarizes the key strategies of brand cross-platform content marketing through examples. Let's take a look together. I hope it helps you after reading it. Some time ago, when Wang Chuanfu, chairman of BYD, was asked why he was named BYD, he said: There are many enterprises in Shenzhen, and the name of two words is not easy. Five names were given at the beginning, but they were all found in the last check, so only three words could be taken. Soon, an article entitled "BYD CEO admits that BYD's name is fabricated" quickly fermented on the Internet, and the article and the screenshot of Wang Chuanfu's interview were spread to WeChat community, Zhihu, Weibo and other platforms, becoming a typical case of brand content communication. It doesn't matter whether BYD's name is made up or not. What's important is that because this story has attracted public attention, and because of this story, BYD's brand has become more humanized, and it has shaped a true, sincere and warm brand personality image. Looking back at the communication path of this content, we can find that the brand is losing control of the communication content. After the brand content is released, it will not only be disassembled into countless small topics, but also be adapted and even misinterpreted by users in the process of word-of-mouth communication. Therefore, in order to do content marketing, brands need to take the lead in solving two problems: how to choose a content publishing platform to stimulate users' desire to create topics spontaneously; How to influence the user's topic trend to meet the brand's communication demands. Some time ago, KANTARx Zhihu released the White Paper on Value Insights of 202 1 Content Marketing Platform, which showed in detail the new trend of content marketing in 20021-2022, consumers' cognition and attitude towards content platforms, the influence of content platforms on shopping decisions, the decision-making links of different types of consumers and their preferences in choosing content platforms. From the report, we may find a solution to the problem of brand content marketing. First, how to choose a good content platform? The Z era is a generation driven by interests, and they will instinctively shield "extraordinary" people. These like-minded users have formed an exclusive cultural community on the Internet. The Internet platform is relatively closed, and the operating preference of the platform will also attract fans from different communities to gather and create their different brand personalities. People leave stereotypes about individuals, and these stereotypes will also be printed on the corresponding platforms. For example, a widely accepted saying is that "women's rights in Weibo are dominated by men, and the second dimension is". However, personal thoughts are extremely complex and interests are constantly changing, and no content platform can fully meet the needs of a class of users. Therefore, it is necessary to carry out personalized content marketing for users of different platforms. By comparing users of Tik Tok, Little Red Book and Miley Miley, the report found that most consumers' impressions of Zhihu were authentic and reliable. The impression left on the ABC platform is: a large, all-inclusive, beautiful and promising fashion lifestyle, interesting secondary culture and circle design. The purpose of users using Zhihu is to gain knowledge and seek help, while the purpose of using ABC platform is to improve their life taste and understand popular gossip. From this point of view, Zhihu is highly recognized in the output of professional content. In terms of feelings, users get relaxed and happy when they go to platforms A and D, and gain more feelings (self-improvement, knowledge and help) when they go to Zhihu, while they feel beautiful and hopeful when they go to platform C. In terms of content identification, users generally pay attention to the evaluation of others and the safety of products. On this basis, there are obvious differences between platforms. Zhihu users care more about technology, composition and technology, expert endorsement, while ABC platform users care about cost performance, conformity, face value, celebrity artists, niche, innovation and so on. In short, the report believes that due to the differences in community culture, product structure and content form, each content platform attracts different types of user needs and forms its own core style in users' minds. Brands can choose different platforms for personalized publishing according to different content styles. But the content must meet the preferences of users on different platforms. For example, it is not appropriate to publish popular science content in Little Red Books, and the effect of celebrity entertainment in Zhihu will not be good. From a strategic point of view, the fans of Xiaohongshu and Bili Bili are more sticky, and the conversion rate of planting grass is obviously higher. Zhihu's search rate in Baidu is extremely high, which makes it easier for users to actively search, and the content life is longer. Weibo's topic manufacturing ability is stronger, which can bring better topic communication. Second, how to influence the direction of the topic? Different social platforms have the advantages of fast communication speed, large amount of content information and obvious characteristics of consumer groups. Brands can adopt different content creation methods and marketing methods according to the tonality and user characteristics of different platforms, combined with their own product attributes and brand positioning, and carry out a new model of cross-platform marketing. Through cross-platform marketing, we can realize the complete closed-loop marketing from the exposure of new products to the touch of new products, and then to the new varieties of grass to ensure the sales volume and sales volume of products in the market. But it is worth noting that in addition to controlling the cost budget, we also need to pay attention to the impact of content on different platforms. The same content is published on different platforms, and there may be two levels of divided comments. Brand marketing tells a story, which will become an accident if it is wrong. 1. Users of different platforms interact and overlap with each other. It is reported that 78% of users' shopping process will be influenced by more than two platforms. According to the research, Zhihu also has a certain influence on the shopping decisions of users on platforms A, C and D. However, it is obvious that users from Zhihu, Weibo and Xiaohongshu often have great differences when evaluating the same event, so brands should pay attention to various potential risks. 2. Consumers are accustomed to cross-platform reference to different information, and more than 80% users will go to different platforms to learn about product information to support shopping decisions. In Zhihu, for example, consumers are used to browsing the topics of popular science and pan-life scenes and planting grass in questions and answers. Therefore, brands should pay attention to displaying different selling points of products on different platforms. 3. The demand of products with different price points on the content platform will be affected. The report shows that users are more inclined to go to Zhihu and D platforms to learn about high-priced products, while platforms A and C are more likely to influence mass products. Explain that brands should choose different content publishing platforms according to the price of products. The popularity of the Internet has brought us into an era of great convenience and entertainment. In this era, there are more and more ways for consumers to obtain information, and the purchase behavior will become more and more complicated. However, when a brand sells marketing information through multiple social media, the user experience becomes the key to determine brand purchasing power and brand stickiness. If omni-channel collaboration cannot be achieved, it will easily lead to repeated contact and over-marketing. Each platform may be a marketing opportunities or a catalyst to accelerate customer churn. Third, whether in Zhihu or Weibo, consumers will never remember the content on social media platforms, but the topics that are spread and remembered. How to do brand content marketing? To sum up, nothing more than the following four key points: the trend of cross-platform mobile consumers. According to Kaidu's research, 22% of consumers mainly use a content platform; 37% of consumers said that they mainly use two content platforms, and more than 465,438+0% of users often use three or more content platforms. Scenario consumption demand. If there is a demand for planting grass, consumers will go to Xiaohongshu for search, and if they want to know the product knowledge, they will go to Zhihu for search. Enterprises can use personalized content in promotion to meet the different needs of consumers on different platforms; Good content is productivity. The core of content platform is content, and different platforms have different forms of content. But 94% users think that good content will affect their purchase decision; Beauty is more real. It's just that Rainbow Chuanfu's frank and sincere content is more easily loved by users. According to the report, 59% users like to evaluate or compare various products more objectively, and 57% users like popular science knowledge and content.