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esc0rp 发表于 2024-7-26 22:18:27

B2B内容创作思路和传播矩阵

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">今年<span style="color: black;">败兴</span>，不少B2B品牌营销人的关注点回到了“市场部的价值<span style="color: black;">怎样</span><span style="color: black;">表现</span>？”</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">虽然说</span>很忙很忙，宣传资料要做，官网要发布，社媒要更新，客户活动要组织，百度搜索<span style="color: black;">不可</span>停...但斗胆问一句，假如不做这些工作，<span style="color: black;">机构</span>业务会受很大的影响吗？”</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这几乎是送命题，To be</span><span style="color: black;">(B)</span> or not to be<span style="color: black;">(B)</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">欠好</span>说，</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">最少</span><span style="color: black;">无</span>想象的影响<span style="color: black;">那样</span>大</span></strong><span style="color: black;">。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">此时</span>候我思考的<span style="color: black;">专题</span>变<span style="color: black;">成为了</span>“B2B品牌营销人的工作中，最有价值的是哪一项？”</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">想来想去还是</span><strong style="color: blue;"><span style="color: black;">内容的传播（内容+传播）</span></strong>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">过去，<span style="color: black;">咱们</span>常说酒香不怕巷子深，卖得好</span><strong style="color: blue;"><span style="color: black;">靠的是口碑</span></strong><span style="color: black;">。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">后来卖酒的多了，变成“酒香<span style="color: black;">亦</span>怕巷子深”，意思是好<span style="color: black;">制品</span></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">亦</span>需要吆喝</span></strong><span style="color: black;">。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">此刻</span>，竞争进入白热化，吆喝<span style="color: black;">亦</span>不管用了。在听到叫卖声之前，客户<span style="color: black;">已然</span>就被“截胡了”，文案<span style="color: black;">花招</span>越来越多，传播方式越来越卷。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">大众</span>用情感文化</span><span style="color: black;">（<span style="color: black;">例如</span>表达瓶）</span>包装，用品牌联名<span style="color: black;">（<span style="color: black;">例如</span>酱香咖啡CP）</span>跨界传播，挖空心思揣摩客户的心理，<strong style="color: blue;">拼的是内容和创意。</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">B2B<span style="color: black;">亦</span><span style="color: black;">同样</span>，仅靠技术领先，靠客情关系不见得可行。信息太多，<span style="color: black;">选取</span>太多，不吆喝不行，吆喝了<span style="color: black;">亦</span>不见得有用。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">同样</span>要<span style="color: black;">认识</span>客户的<span style="color: black;">需要</span></span><span style="color: black;">（感性）</span><span style="color: black;">和痛点</span><span style="color: black;">（理性）</span><span style="color: black;">，针对性地把<span style="color: black;">处理</span><span style="color: black;">方法</span>展<span style="color: black;">此刻</span>眼前。<span style="color: black;">倘若</span><span style="color: black;">目的</span>客户有兴趣<span style="color: black;">认识</span><span style="color: black;">更加多</span>，<span style="color: black;">营销</span>机会就来了。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">过去<span style="color: black;">咱们</span>认为传播很重要，投放<span style="color: black;">宣传</span>、SEM、做活动，搞视频号...<span style="color: black;">此刻</span>看来，好内容<span style="color: black;">一样</span>重要。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">怎样</span>写出让客户心动的内容？关键还是要时刻记住</span><strong style="color: blue;"><span style="color: black;">“客户是主角，企业只是向导</span></strong>（<span style="color: black;"><span style="color: black;">供给</span>支持、服务）</span>。”</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">首要</span>要<span style="color: black;">认识</span><span style="color: black;">她们</span>。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1. 洞察客户的<span style="color: black;">需要</span>与痛点</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">在B2B企业，<span style="color: black;">每一个</span>人身在组织中，比起个人决策者<span style="color: black;">思虑</span>得<span style="color: black;">更加多</span>。痛点既有来自企业内部以及<span style="color: black;">外边</span>市场中，<span style="color: black;">同期</span><span style="color: black;">做为</span>个体又兼有理性与感性两方面。</span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/8de27bc2ef3a49e89f6ae7efa71dacde~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1722576523&amp;x-signature=iSgLDBclkpKKo34XRm%2Bmodq9MeU%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">其中内部的、感性的诉求<span style="color: black;">倘若</span>“向导”能感同身受，并<span style="color: black;">能够</span>把这份“苦闷”连源头的<span style="color: black;">外边</span>问题一并<span style="color: black;">处理</span>，说不定<span style="color: black;">能够</span>和客户<span style="color: black;">创立</span>紧密而深厚的联系，参与到<span style="color: black;">她们</span><span style="color: black;">自己</span>以及所在企业的成长中。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">以成长型科技企业CMO这一群体举例，做个简单的示意。</span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/673c5c165b6947c4b8065693e549766d~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1722576523&amp;x-signature=b8vPLDupZRi2sVZJ6UAaRFlcE1o%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">假如某家<span style="color: black;">机构</span>能够比同行对手更深入地看到“<span style="color: black;">营销</span><span style="color: black;">分部</span>不认可市场<span style="color: black;">分部</span>的工作”，并在<span style="color: black;">方法</span>中能击中这个点，<span style="color: black;">亦</span>许比“客户数据激活难“更能打动客户。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">以上表格是一个<span style="color: black;">能够</span>随时细化的文档，随着<span style="color: black;">制品</span>的推出以及对客户深入的理解，<span style="color: black;">连续</span>更新。<span style="color: black;">不仅</span>市场<span style="color: black;">分部</span><span style="color: black;">运用</span>，还可以和<span style="color: black;">制品</span>、<span style="color: black;">营销</span>、<span style="color: black;">制品</span>、支持<span style="color: black;">分部</span>集思广益，优化完善。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2. 灵活用FABE创作内容</span></strong></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/e6baee0784374d26a8e30856610f82e5~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1722576523&amp;x-signature=QPFDarJcdjPZIef8%2FJt1WQrIHxw%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">FAB的<span style="color: black;">规律</span><span style="color: black;">能够</span><span style="color: black;">按照</span><span style="color: black;">制品</span>、行业特点和习惯的表达<span style="color: black;">秩序</span><span style="color: black;">调节</span>。</span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/f85d0622adc6469d9780f39f3313ec03~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1722576523&amp;x-signature=KGOe8Z3fnUQqZwgOHMBG1n%2Ft810%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">针对上面的举例，<span style="color: black;">例如</span>一家营销内容AIGC<span style="color: black;">机构</span>，推出了一款新的内容创作工具，FABE是：</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">F: <span style="color: black;">能够</span><span style="color: black;">按照</span>PPT资料自动生成内容文案；<span style="color: black;">选取</span>传播<span style="color: black;">途径</span>后能自动生成匹配的内容；一键发布，并<span style="color: black;">按照</span>打开率等数据<span style="color: black;">定时</span>测试<span style="color: black;">调节</span>内容…</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">A: 从PPT到千人千面的内容生成只需2分钟</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">B: 大大<span style="color: black;">提高</span>内容输出和投放速度，可量化效果</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">E: 某知名XX<span style="color: black;">机构</span>市场<span style="color: black;">分部</span><span style="color: black;">经过</span>内容营销推广新<span style="color: black;">制品</span>，2个月内<span style="color: black;">帮忙</span><span style="color: black;">营销</span><span style="color: black;">得到</span>XX条<span style="color: black;">营销</span>线索，签单XX条（约X百万美金），而市场<span style="color: black;">分部</span><span style="color: black;">仅有</span>两个人。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">以上是个虚构<span style="color: black;">制品</span>，但<span style="color: black;">亦</span>可想象，假如在<span style="color: black;">开发</span>期做了深入的客户诉求分析，内容写起来<span style="color: black;">亦</span>就不难了。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">3. <span style="color: black;">统一</span>内容与传播矩阵</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">有了内容素材，在<span style="color: black;">区别</span><span style="color: black;">途径</span>传播的时候<span style="color: black;">便是</span><span style="color: black;">按照</span>受众画像裁切、优化及分发。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">在这个过程中，</span><strong style="color: blue;"><span style="color: black;">市场人的角色有点像影视剧作中的“剧本<span style="color: black;">统一</span>”</span></strong><span style="color: black;">。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">要<span style="color: black;">晓得</span>，这可是个非常重要和厉害的创作角色。</span><span style="color: black;">一部长篇剧作的故事提纲和内容框架都<span style="color: black;">是由于</span>他来负责完成，<span style="color: black;">而后</span>请<span style="color: black;">有些</span>编剧将<span style="color: black;">全部</span>故事的细节和台词细化。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">在B2B企业里，市场<span style="color: black;">分部</span>必须担当起内容<span style="color: black;">统一</span>的角色</span></strong><span style="color: black;">。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">无论是网站，公众号还是<span style="color: black;">tel</span><span style="color: black;">营销</span>话术、<span style="color: black;">制品</span>一页纸介绍、白皮书等，都需要在同一时间是同一主题和基调。<span style="color: black;">仅有</span><span style="color: black;">这般</span>，传播的效率才高，被看到和记住的机会更大。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">举个例子，<span style="color: black;">例如</span>说一家科技企业有<span style="color: black;">区别</span>的<span style="color: black;">制品</span>此次推出针对某场景的<span style="color: black;">制品</span>1，<span style="color: black;">那样</span>传播矩阵大致如下。</span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/ada12794082f4a48a2bfa68d603d735a~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1722576523&amp;x-signature=vzfKViZDdv2%2B0cEVMdsOlL5XTWY%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">除了官网需要<span style="color: black;">所有</span>内容齐全之外，其他的场合只需要<span style="color: black;">按照</span>传播<span style="color: black;">途径</span>的特点来针对性的<span style="color: black;">调节</span>。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">例如</span>社交<span style="color: black;">媒介</span>，里面又分公众号、视频号等，<span style="color: black;">按照</span>传播的内容特点制作以及剪辑。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">区别</span>的企业可<span style="color: black;">按照</span>客户旅程中所<span style="color: black;">选取</span>的触点</span><span style="color: black;">（touch point)</span>来<span style="color: black;">统一</span>规划传播矩阵。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">倘若</span><span style="color: black;">无</span>这张表格，每种<span style="color: black;">途径</span>传播都要重新写内容，一是很难<span style="color: black;">保准</span>信息一致，<span style="color: black;">另一</span>工作效率低，<span style="color: black;">亦</span><span style="color: black;">不易</span>引入工具实现快速优化。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">总结<span style="color: black;">来讲</span>，这三个方面三张表格<span style="color: black;">便是</span>B2B内容输出的<span style="color: black;">规律</span>：</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">客户洞察--&gt;内容创编--&gt;多触点传播</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">写到最后，有读者可能会疑问，你的例子都<span style="color: black;">说到</span>了AIGC，说明AI能帮忙做内容了呀，以后这工作会不会被取代？</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">我认为大可不必担心，</span><strong style="color: blue;"><span style="color: black;">AI在收集资料、输出千人千面上确实厉害，</span><span style="color: black;">但内容方向、创意和<span style="color: black;">统一</span>上还离不开专业的市场人。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">引用在今年戛纳国际创意节上，NVIDIA CEO 黄仁勋谈生成式AI为创意产业来的新的变化的一段话：</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">“<span style="color: black;">咱们</span>如今能够前所未有地<span style="color: black;">经过</span>AIGC来强化创作流程，<span style="color: black;">能够</span>生成文本、图像、3D、视频等任何形式的内容。但无限的内容并不意味着无限的创造力，<span style="color: black;">咱们</span>必须要<span style="color: black;">统一</span>AI来生成符合品牌价值观和基调的内容。”</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">“<span style="color: black;">统一</span>”，<span style="color: black;">亦</span>许正是B2B营销人在创新时代最核心和重要的工作。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">作者 | Hanni<span style="color: black;"> 思享营销创始人，记录营销的点点滴滴。</span></span></p>

大哥 发表于 2024-9-8 04:40:05

这夸赞甜到心里，让我感觉温暖无比。

nqkk58 发表于 2024-10-1 15:08:07

外链发布论坛学习网络优化SEO。

qzmjef 发表于 2024-10-29 08:13:27

论坛的成果是显著的，但我们不能因为成绩而沾沾自喜。

7wu1wm0 发表于 2024-11-5 08:12:20

太棒了、厉害、为你打call、点赞、非常精彩等。

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