通过罗伯特·罗斯publishedJuly 31, 2020 EST读取时间:6

想与需求:是的辩论甚至是必要的?[周刊裹]

听每周摘要这里或在认购苹果播客要么缝合。如果你喜欢的节目,请花点时间评分或发布评论

And that’s a wrap of the week ending July 31, 2020

本周我问为什么有人需要内容营销反正。我与市场营销教授马库斯·柯林斯谈论企业天下雨了内容营销 - 约culture in content。和我分享挤满了,让你的内容更吸引人的想法的文章。

听(或观看)的每周摘要

我们的主题是本周要与需求。在滚石乐队的不朽名言:你不能总是得到你想要的东西/但是,如果你尝试有时,以及您可能会发现/你得到你所需要的。

让我们包起来。

听插曲(时间戳适用于音频版本):

看着它,太:

一个深深的思考:你卖的人想要什么(或需要)?(3:08)

你卖的产品,每个人都想要,但是没有人需要 - 喜欢艺术,化妆品,健身会员,酒类,餐饮,社交媒体应用程序,或者其他可自由支配的购买?

Or is your product or service a utility – something people需要但真的不希望购买,如医疗,电力,燃料,保险,获得生存空间,或其他非任意购买?

如果这两个类别进行不同的销售?

有关需求与讨论要自然会导致我们的理念,可能一瓶好的波尔多,以及绘图Maslow’s hierarchy of needs。Most people would agree on the layers of needs (physiological, safety, love, esteem). Discussion of the top layer of self-actualization – the things that fuel one’s potential – might take longer (and maybe involve more wine), but I believe ultimately, we will conclude that self-actualization is a need.

营销有时也相信我们设计的产品和服务,以满足需求和我们区分通过满足欲望。例如,我们的客户需要基本保险。但他们买our保险,因为我们提供更多的定制计划,以满足客户的需要的生活方式。

但是,不是那些“想”需要的只是组件?是不是他们有帮助人们实现一个更好的版本其势自或未来的?

当然,消费者并不总是正确的。他们可能不觉得通过购买满载土豆皮代替蔬菜的简板更多的自我现实化。但是,这并不使食物的任何需求较少。这是消费的行为 - 而不是产品本身 - 是满足情感。

In this segment, I explain why asking if we should market differently to people who需要our product than we do to people who我们的产品是一个错误的问题。我让从马斯洛报价本人解释原因。

Should you market need vs. want products differently? That’s the wrong question, says @Robert_Rose via @CMIContent.点击鸣叫

这一周的人作出在内容的差异:马库斯·科林斯(7:42)

My guest this week is marketing lecturer Marcus Collins, who studies the effects of cultural contagion on consumer behavior at the Ross School of Business, University of Michigan. He translates these cultural lessons for brands wishing to create contagious marketing campaigns that extend across both the online and offline worlds of social. Acknowledged for his strategic and creative contributions, he’s an Advertising Age 40 Under 40 recipient and a Clio Award winner who has launched campaigns like Cliff Paul for State Farm, Made In America Music Festival for Budweiser, Hello Brooklyn for the Brooklyn Nets, and Eggo + Netflix’s Stranger Things conquest.

他在广告时间之前,马库斯曾在音乐和技术。他是缪斯录制的创始人之一,他带领的iTunes +耐克运动音乐计划为苹果公司,并跑了碧昂丝的数字化战略。

While we didn’t get to Beyoncé in our chat, we did talk about culture and content, and some newly released stats (gathered in 2019) that show内容营销支出走到一路在过去的两年中,预计将继续上升。

这里是什么马库斯不得不说偷看:

I’ll see an ad and make a meme about the ad. That’s what gets spread, not the ad. We communicate through cultural texts, be it memes, videos, images, and the like that we propagate from person to person to help us get a sense of what is acceptable within our communities, our networks, our people. We negotiate and construct what is cool, what is not cool, what is in, what is out, based on these atomized objects – content. For marketers to just now realize, “Hey, we should probably double down on this,” it’s like, “What have you been doing all this time?”

记因,视频和图像文化文本得到一个什么样的我们的社区内接受的感觉,通过@CMIContent说@marctothec。#WeeklyWrap点击鸣叫

在听,然后了解马库斯:

一个内容营销理念,你可以使用(30:05)

我很乐意为你再看看这一周的一篇文章是我特色的历史最悠久的一个,把它过去10年的:10如何使内容更具吸引力

由米歇尔·林恩文章包括由内容营销的思想领袖很多精彩的观点和有一些有趣的。One of my favorites is from Patsi Krakoff who talks about how content needs to appeal to an emotional pathway, from the negative (a pain they’re experiencing) to a positive (imagining a better future) to rational/logical (analysis of facts) through curiosity, desire, objections, and scarcity to trust and, finally, a call to action.

#Content needs to appeal to an emotional pathway, says #PatsiKrakoff via @CMIContent. #WeeklyWrap点击鸣叫

有这老但糖果许多有趣的想法。你会发现他们值得你花时间。

爱情对于我们的赞助商:Sitecore的

作为国内著名营销俗话说,“内容为王”。并具有组织依靠其数字频道比以往任何时候,这些天来接触客户,创建和发布有效和引人入胜的内容变得格外重要的一个全新的水平。

Sitecore recently held its inaugural Virtual Marketer Day, and one of the tracks was dedicated to helping organizations better manage their content – from beginning to end.

有一个标题为“了解终端到终端的内容生命周期,”你可以优化您的内容引擎,并为客户进行个性化的数字化体验实际步骤,一个新的后事件指南。

立即下载该指南。

该总结

我希望你发现这个节目能满足您的需要和您的需求。我一直在努力改善它。如果你对你想听到或者客人你想从听,让我在评论中知道什么心思。如果你喜欢表演,我确实对你的爱对其进行审查或分享。HASHTAG我们上Twitter的:#WeeklyWrap

To listen to past shows, go to the 主要每周摘要页面

如何订阅

由约瑟夫卡里诺夫斯基/内容营销协会封面图片

作者:罗伯特·罗斯

Robert is the founder and chief strategy officer ofThe Content Advisory,教育和咨询组的内容营销协会。Robert has worked with more than 500 companies, including 15 of the Fortune 100. He’s provided content marketing and strategy advice for global brands such as Capital One, NASA, Dell, McCormick Spices, Hewlett Packard, Microsoft, and The Bill & Melinda Gates Foundation. Robert’s third book –Killing Marketing与合着者乔Pulizzi被称为“书,改写市场规则。”他的第二本书 -经验:市场营销的第七时代is a top seller and has been called a “treatise, and a call to arms for marketers to lead business innovation in the 21st century.” Robert’s first book,管理内容营销,spent two weeks as a top 10 marketing book on Amazon.com and is generally considered to be the “owners manual” of the content marketing process. You can catch up with Robert on his popular podcast -The Weekly Wrap。按照他的Twitter@Robert_Rose

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