This is an era when the supply of material and content is getting richer and richer, and it is also an era when consumers demand higher and higher quality of life and spiritual consumption. And "content marketing" is the link between interest content and brand products. For content marketing, the constant theme is: let good content and good products merge into good life inspiration to really impress consumers. With the upgrading of supply and demand and the evolution of media, content marketing has been evolving iteratively: from the brand of 1.0, the content implantation of 2.0 and the social topic of 3.0, the form of 4.0 people planting grass has been derived. Little Red Book Inspiration Marketing and Gravitational Media jointly released "Let Inspiration Ride with the Wind-An Interpretation Report on the Content Marketing Combination Strategy of Little Red Book KFC", which * * * interprets the content marketing combination strategy under the unique ecology of Little Red Book, helps brands ride with the wind, plants grass scientifically and efficiently, and opens up a new blue ocean of content marketing. The following are the highlights of this report: How does the summary of the report really enter the minds of users? "Content" is the axis of content marketing! In the fragmented catalyst environment, users' attention is fleeting, and marketing needs to be based on high-quality content more and more. UGC and PUGC have greatly subverted the traditional way of brand content production and expanded the market opportunities of content marketing. Content marketing stimulates users' "potential desire" and "direct demand". When the boundaries between content field, social field and purchase field are becoming more and more blurred, and the link between users' product cognition and interaction and product purchase is becoming shorter and shorter, the role of content marketing is becoming more and more critical, which directly drives users' behavior: planting grass while browsing the content of interest; Search and compare the selling points of products, and at the same time buy Amway to become the brand spokesperson. Content planting grass is a marketing weapon, but it is not always effective to pile up talents to take notes. * More than 80% of consumers will feel "information overload", and brands will also encounter management problems: it is difficult to produce on a large scale, it is difficult to expand in coordination, and it is difficult to measure and evaluate. Therefore, in addition to high-quality content, we need accurate access and scientific evaluation in order to deeply and effectively intervene in consumer decision-making. Exploration and Technical Realization of Little Red Book Content Marketing The digital infrastructure of the Internet platform is improving day by day. Marketing technology products, data tools and measurement methods make content marketing more scientific and deterministic than an experience. Content technicalization has penetrated into all Internet content marketing carriers, giving marketers new weapons from the processes of content insight, creative generation, matching distribution, content management, resource boosting and effect measurement. As a "lifestyle community" for young people, Little Red Book bears real, professional, interesting and useful life scenes. 55% of users on the platform tend to be immersed in browsing, and 45% will take the initiative to conduct in-depth search. It is also based on the domain characteristics of the platform that Xiaohongshu is becoming the main battlefield of content marketing for more and more brands, stars and talents. Satisfying users, making good brands and products successful, releasing greater content value and enhancing marketing certainty are important propositions that Xiaohongshu's inspiration marketing has been exploring. At present, Xiaohongshu has completely built a panoramic view of commercial products, effectively opened up the whole basin content, and provided marketing full-link solutions to escort the improvement of grass planting efficiency. The previous data insight was completed by Lingxi platform, word-of-mouth planting was realized by Dandelion platform combined with talents, two decision-making scenarios were browsed and searched by spotlight platform to accelerate the effect, and business effect was calculated and analyzed by Xingluo platform. The comprehensive integration of product matrix can significantly improve the efficiency of commercialization, so that the brand's content marketing is targeted and the position management can be based on evidence. Based on Xiaohongshu's community content ecology with "sincere sharing" as the background, Xiaohongshu inspired marketing to launch KFS content marketing combination strategy, that is, the core strategy combination of Kol (creator) high-quality content detonation +Feeds (information flow advertisement) accurate reach and efficiency improvement +Search (search advertisement) enhanced search interception. KFS content marketing mix strategy follows the logic of users' browsing and decision-making, which can make high-quality content use the advantages of commercial products to reach users more accurately, influence decisions and change card positions. KFS's content marketing combination strategy combines the consumer path with Little Red Book's inspirational marketing products to form a "content+"synergistic effect, so that the brand can always take asset management as the goal from the user's needs: K(Kol): With the help of data insight, first choose products, then determine marketing scenarios, and finally find the right person and product translation, thus deeply planting grass in people's hearts. F(Feeds): Accurately reach people, achieve large-scale benefits, improve operational efficiency, and help brands reduce costs and increase efficiency. S (Search): Hold the search demand, guide the content strategy and delivery strategy with the user's behavior as the traction, and trigger the user's purchase intention. As a well-known milk beverage brand, Yili is still close to the life scene of young people through content marketing as a case of KFS content marketing combination strategy. On the occasion of the release of new high-end organic pure milk products in Jindian Juanshan, Yili sponsored "Elder Sister 3", hoping to continue its popularity in Xiaohong Bookstore, deeply talk to the younger generation, and realize mental cultivation and word-of-mouth fission. In Xiaohong Bookstore, users' cognition of the value point of Juanshan's "high protein" products is almost blank, so it is necessary to combine the hot spots of content trends, bind the selling points of products and output the content marketing strategy of the system. Through the insight into the inspiration marketing data of Little Red Book, we found the contents of healthy life such as _ Red Girl, camping and fun running. This summer, we continued to broadcast in Xiaohongshu, and the high fever "Kol" in Yili projection station made notes on life scenes such as aerobic, camping and breakfast. And establish a high-end awareness of products; In terms of information flow (Feeds), anchor core keywords such as "Juanshan" and "Organic" to reach high-net-worth people in a targeted manner, complete accurate and efficient follow-up and accelerate traffic flow; Supplemented by interactive products and search products (search) to undertake users' active search needs. In the end, Juanshan's new products were strongly recognized by users, and the brand precipitated a large number of high-quality notes, which formed an overwhelming advantage in the category track. Conclusion When the content appears in time in a way that users are interested in and the brand information comes in a way that is close to users' needs, the brand can be rooted in users' consumption decisions and truly enter consumers' lives. In Xiaohongshu, let good inspiration ride the wind, use inspiration to light up more good products and achieve more good brands. For more insights and analysis on the content marketing mix strategy of Little Red Book KFS, please refer to the details of the following report. Massive data, professional reports-pay attention to me and take you to understand an industry every day.