Strategic Analysis And Application Research Of Content Marketing In The Digital Era

The digital revolution is reshaping the entire marketing ecology,and user first and experience as the core have become a new communication law.At the same time,the explosion of digital information makes it difficult to match unlimited information with limited attention resources.More importantly,the awakening of users’ sovereignty consciousness has also brought about changes in their needs.They pay attention to and search for themselves,and their emotional connection has become a strong need.In such a communication environment,content marketing has become an effective way to reach consumers’ minds and attract and retain customers.This article researches and sorts out related documents such as the definition,application and process of content marketing;the attribute types of digital content and digital communication channels.Through meticulous research and analysis,the author summarized the connotation characteristics and practical procedures of content marketing in the digital age,and on this basis,combined with the analysis of consumer demand and content consumption motivation,three digital content marketing strategies are proposed:attractive strategy,Connectivity strategy and empathy strategy.The attraction strategy is based on the traditional advertising and marketing strategy,and further incorporates new elements of human values.The connection strategy is dedicated to the construction of the marketing value network.The empathy strategy is combined with the empathy dynamic model,through dialogue participation,scene adaptation,etc.The principle realizes that empathy occurs.In summary,the attractiveness strategy is the prerequisite for the content marketing to function,the connection strategy is the basis for the generation of connections and value transmission,and the empathy strategy directly points to the fundamental value and result realization of content marketing.The three strategies are each It focuses on layer-by-layer progress and provides systematic theoretical guidance for content marketing practices.Under the guidance of the three strategies,this paper starts from the two perspectives of content and channels,and settles in the specific application of content marketing."Dialogue","storytelling" and interactive participation are three application modes from the content perspective.From the perspective of channels,this article selects the brand’s official website,We Chat,Xiaohongshu,and Douyin,which are widely used communication channels,and proposes specific content marketing practices based on the characteristics of each channel,and combines them with case studies to prove it.