In the case of the explosion of content information, the grass planting directed at users' desire for consumption has caught users' browsing habit of "short, flat and fast", but the hard and wide form of "eager for success" is increasingly unacceptable to young users. In the second half of grass marketing, users become more rational about massive and complicated content, and even question some of it. Some brands/products that are contrary to the actual experience will be marked with expressions such as "marketing number" and "exaggerated publicity", which will undermine the long-established "trust" between brands and users. It is true that as "planting grass" is valued by more and more brands, the competition is becoming more and more fierce. With the uneven quality of grass planting advertisements, users will only become more and more disgusted with "inferior" grass planting content. In this case, the brand needs to adjust its content marketing strategy. Today, Zhenyuan Marketing will come to talk to you. In the new era of content marketing, what are the new ways for Xiaohongshu to plant grass? What is "brand awareness"? Simply put, it is "the public's understanding of the brand." For example, have you heard of this brand, what products/services it makes, why you choose this brand, and so on. We might as well substitute it into the role of consumers. When you think of eating hamburger fast food, do you think of KFC or McDonald's? If you want to go to a convenience store chain, will you think of every household nearby? Therefore, in order to build a successful and competitive brand, it is essential to shape brand recognition. Why are some online celebrity brands able to get out of the circle quickly now? To a large extent, they have established brand awareness through content. The brand tonality, temperament, personality and other elements are skillfully integrated into the grass planting content of Xiaohongshu, thus leaving a deep impression on users. For example, Xicha, which developed in the new consumption era, knows how to build a brand through brand packaging design, product taste, cultural attributes and cross-border joint names. Almost every time there is a new joint name or new product, you can always see posts about planting grass or discussing it in Xiaohongshu. Moreover, in addition to the excellent appearance and taste of the product itself, the brand has realized the value output from the product to the user experience and brand culture, and strengthened the concept of "new tea", so it is very popular among young people. Content-Driven Sales Growth In the past, content marketing was actually more about creating an "interactive opportunity" for brands and users. For example, sending a little red book to Xiaocao, starting from one of the main selling points of the product, combined with common scenes in life, can realize the strong correlation of "scene-pain point-product" and let consumers remember the brand. This kind of content is not only more acceptable than traditional advertising, but also can bring continuous traffic to the brand. Nowadays, some changes have taken place in the content marketing of planting grass, and the content has evolved from "generating interaction" to "driving sales". For example, in live broadcast, products are promoted through product trial and explanation; For example, the evaluation of planting grass is set by professionals to endorse products; For example, some kols will also export the selling points of products through knowledge sharing, funny jokes, chicken soup for the soul, cartoons and other rich and varied forms, creating an immersive experience atmosphere for users, or infecting users through emotional drive, and finally achieving sales goals. It can be said that the "content" in content marketing is gradually strengthened, but no matter how varied its forms are, its ultimate goal is to drive users to do behaviors that are beneficial to the brand itself, such as buying, sharing and repurchasing. The "people, goods and market" that traditional marketing attaches great importance to before the content creates a new market has become increasingly blurred. Social media platforms such as a certain tone, a certain blog, and a certain hand not only have massive content and provide social functions, but also gradually evolve into platforms for consumers to obtain product information (understand product experience) and even provide consumers with direct purchase channels. Under the change of the new consumption era, brands that are good at content creation not only have the ability to "plant grass" on social media, but also make it easier for users to "pull grass". This is also the reason why Xiaohongshu has been exploding in recent years and has been valued by the brand. Moreover, in today's small red book planting grass, not only the content forms are diversified, but also the user roles are changing. Consumers are no longer simply "receiving information", but also have the ability to "spread". If your content can incite these potential "communicators" and well lay out the sales channels of various platforms, then the sales growth brought by your content is very considerable. New content empowers brands. Whether it is colorful pictures, short videos or live e-commerce, its essence is content. So what role or influence can these contents bring to the brand? It is never an overnight thing to precipitate brand assets and derive cultural symbols to build a brand. Why do well-known brands always advertise? The purpose is to accumulate enough brand awareness in the hearts of users and let consumers recognize their products, which is an intangible brand asset. However, in the new era of content marketing, content is no longer as time-sensitive as TV advertisements, elevator advertisements and big-screen advertisements in the past, but can form content precipitation on the platform and can be used repeatedly for a long time. Take Xiaohongshu as an example, even if the content has passed the delivery period, it can still be searched by users through keywords, which undoubtedly increases the vitality of the content for the brand and helps to precipitate brand assets. Another part of new content marketing is to help brands derive cultural symbols. Why can Yuan Qi forest bubble water be sold to 5 yuan, while a well-known brand of sugar-free bubble water can only be sold to 3 yuan? Among them, the price difference in 2 yuan lies in the fact that in the content marketing of Yuan Qi Forest, consumers have accepted the mental cognition of "healthy bubble". With the deepening of marketing behavior, this kind of cognition will gradually become a highly recognizable cultural symbol of Yuan Qi Forest. This kind of high-quality content output, combined with excellent product characteristics and brand personality, can effectively increase the added value of the brand, so the brand premium is naturally a matter of course. Screening circle users In today's small circle culture, many brands have also begun to tap minority cultural content and set their sights on subdivided tracks. On the one hand, it can endow the brand with cultural attributes, on the other hand, it can bind the brand with a certain culture and infiltrate the brand into different users, thus gradually affecting larger consumer groups. The most typical is "Hua". First, the labels of domestic brands are very popular with consumers, and the brand name and product design are skillfully combined with traditional culture. Not only promoted Oriental Beauty, but also successfully screened users. Through multi-circle cultural infiltration, the brand has been empowered and differentiated symbols have been established. At the moment when the content carries more marketing functions, brands can no longer simply focus on "content causes interaction" if they want to play the little red book and plant grass. Instead, we should make good use of the convenience of social media platform, lay out new sales outlets, give full play to the power of content, and at the same time "build brand awareness" and "drive sales growth"!