Research On Content Marketing Strategy Of Beauty Brand In The Social Mediaage

With the advent of social media era,content marketing plays an increasingly important role.In the past,beauty brands’ understanding of content marketing was to release a large number of content marketing advertisements on social media platforms to gain consumers’ recognition in a short period of time through promotion and to achieve the purpose of sales growth.However,with the outbreak of COVID-19,the demand of lower-line markets slows down,and new large-scale flow dividends no longer emerge.It is difficult for beauty brands to achieve long-term development relying on a large amount of marketing expenditure.Under the realistic industry background," how to combine branding and performance in content marketing" is increasingly attracting the attention of beauty brands,which is also a realistic problem worthy of marketing management research.Using the literature research method,the study summarises the research status of both at home and abroad and takes Perfect Diary beauty makeup brand as the research object.With the comprehensive application of the case analysis method and questionnaire survey method,the study uses the STEPPS principle,SIVA theory,5A theory and other theoretical knowledge to analyse Perfect Diary content marketing strategy in the age of social media,including content production and dissemination.The conclusions are as follows: firstly,the development of social media has brought new opportunities and challenges to Perfect Diary.Secondly,the media layout of the content marketing of Perfect Diary is characterised by multi-channel,excellent crossover and full coverage to reach the strategy of focusing on short videos,distributing content through multiple channels and promoting IP joint marketing.Thirdly,through the evaluation of the marketing performance of Perfect Diary,the study finds three advantages: excellent content,multi-channel communication and content co creation mode.Finally,the study analyses and summarises the existing problems of Perfect Diary,which are product quality,cultural construction and consumer insight.In view of the current situation and problems of Perfect Diary content marketing strategy,the study puts forward corresponding optimisation suggestions are as follows: big data insight into consumers,continuous output of high-quality content,re-brand core value and construction of self-media matrix.Meanwhile,the study puts forward two safeguard measures,which are to establish the effect evaluation mechanism and improve the supervision and management mechanism.In addition,the study gives some advice about the future of beauty brand content marketing strategy.Content marketing is a systematic marketing behaviour and needs to follow the "six strategy".They are demand orientation,content popularity,resource integration,operation continuity,brand commercialisation and institutional transparency.According to the content marketing strategy analysis of Perfect Diary,the study is expected to provide some enlightening ideas and reference for beauty brands to make content marketing strategies and help them improve marketing efficiency and effect in the future.Furthermore,it will enrich their understanding of content marketing practice in the beauty industry to a certain extent.