Research On The Content Marketing Strategy Of Guizhou Micro Alliance's Douyin Account "Play In Guiyang

Currently,the number of short video users has reached 962 million.The study of short video content marketing strategy,on the one hand,can enrich the theoretical research of short video,on the other hand,can also further explore the content marketing optimization strategy of regional store lovers,it has positive guiding significance for the development of visiting shop industry.This article takes the largest Tik Tok probe account in Guiyang,“Wan Ju Guiyang”,as the research object.Through sorting out the relevant literature,the definitions and contents of content marketing,probe short video,Network integrated marketing 4I marketing theory,etc.are sorted out,the research frame and technical route of this paper are put forward.Based on the 4Is,this paper designs the outline and questionnaire of in-depth interview,and conducts a survey on relevant people,and analyzes the problems existing in the content marketing of “Wan Ju Guiyang”Finally,some optimization suggestions are put forward.According to the Interesting principle of 4Is,we should pay attention to the “Golden three seconds” of the video,attract the audience’s attention,innovate the content and enrich the content marketing methods,keep the old fans and attract the new ones at the same time;From the Interests principle of 4Is,Wan Ju Guiyang should not only take into account the management,but also grasp the audience benefit orientation.According to the interaction principle of 4Is,Wan Ju Guiyang should strengthen the awareness of social marketing and build an evaluation system of interactive effect.from the Individuality principle of 4Is,Wan Ju Guiyang needs to pay attention to the IP person who appears on the screen,distinguish between creating account highlights and target users.