Research On Content Marketing Of Network Self-Made Variety Shows

With the rapid development of Internet and mobile Internet technology,the way of receiving information has changed,and the form of audience has changed from the passive receiver in the one-way communication process in the past to the "one transmission and one receiving" that actively seeks information.The openness,immediacy,fragmentation and other characteristics of the Internet make the audience take the initiative to receive information selectively through the Internet.The attention of the audience is gradually distracted by the mass information content and diversified communication channels,resulting in the attention becoming a scarce resource in the current society,indicating the arrival of "attention economic era".In this era,the effect of traditional marketing methods is not as good as before,and many enterprises are in urgent need of seeking new brand marketing communication methods to attract the attention and recognition of the audience.And since in recent years for the traditional TV "limit" the word makes policy constraints,make traditional TV variety shows less advertising and marketing space,network self-made variety shows,based on the content of the relatively loose production environment,create the audience with openness,accurate positioning,interactive strong characteristics such as content,attracted the attention of many young audience,thus also attracted many advertisers sponsored.The sponsors who advertise on mainly appears in the form of advertising to the audience,but for wide audience in hard,content marketing as a new type of advertising expression adopted by many shows and advertising companies,this way of marketing to brand marketing and content depth of fusion,and value to a messaging strong content,attempts to show the audience into the consumer,to achieve marketing purposes.At the same time,it is changing the stereotyped impression of the audience on advertisement for a long time and improving the promotion effect of advertisement.Based on the above status quo,this paper mainly studies the content marketing status analysis and development Suggestions of network self-made variety shows.Firstly,this paper discusses the related concepts of network self-made variety shows and content marketing,and points out its development reasons and characteristics.Secondly according to the author's own practice experience choice "Let's talk" as the research object,for its quarterly sampling analysis on the contents of the marketing performance,summarized about the present situation of network self-made variety show content marketing,according to the author in youparticipant observation,with the content of the journal science said marketing work process is expounded;Finally,it points out the existing problems and development suggestions of network self-made variety show content marketing.