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The Characteristics of Content Marketing
1.Content marketing is diverse. Content will be needed first in content marketing as the main information. Enterprises independently create different text, images and multimedia material works as the content of content marketing, then publish on the corporate website and other sites in a variety of carriers and manifestations. This is efficient for consumers to find the value of information and take the initiative to search and spread at the same time through this product introduction and information which will guide the consumer psychology.

2.Content marketing is a kind of spontaneous communication marketing strategy. Different from the previous push-type advertising communication strategy, content marketing uses interesting ways to express the information about products and brand which the consumers want to know. Not only can it reduce the consumer's resistance to products and brands, but also it is helpful to achieve a long-term guidance to consumers.

3.Content marketing can stimulate the customer to participate in the discussion with a complete information value to fully understand the customer needs. Furthermore, customers can make recommendations in the interactive, so that enterprises have the direction to improve the content of products and brand. Content marketing is a value transfer process which from attracting customer to make them accept and trust the brand. First of all, marketing content should be entertaining and then show the value of the brand on the basis of entertainment. This is conductive to guide the sentiment of a customer when implementing the content marketing, so that customer can resonate with the enterprise.

1.The marketing channel has changed which make content marketing become more difficult.
The emergence and development of content marketing are the results of the subdivision of information media. The development of the Internet makes the information media increase. In recent decades, communication tools have undergone enormous changes, the way of people access to and delivery of information is also changing. People have more ways to contact brand information and product information because the number of smartphones and other mobile terminals continues to increase. At the same time, the place of consumer media is also increasing, the media has become increasingly fragmented. The fragmentation of the media brings greater pressure to the marketing staff, they need to integrate more media resources and develop a broader media strategy during doing the marketing activities. Therefore, it makes the marketing staff have to improve their ability of integration and coordination greatly.

2.Too much content lead to counterproductive effect.
In recent years, content marketing has become more and more popular, many corporate brands want to enhance their brand awareness through content marketing. Many companies use content marketing as part of their marketing strategy, then constantly creating and pushing content to consumers. However, content marketing also follows the law of market supply and demand, when the market supply content is greater than the market required, it will lead to excess content. In the face of huge amounts of information, consumers will choose what they want to read, which will lead to a lot of content did not play the desired effect. What is more, the participation of enterprises with strong capital makes content marketing more competitive and content marketing becomes more and more difficult.