Research On Strategy Of New Media Content Marketing Based On S.A.V.E.Framework

In the context of social marketing and digital marketing,content marketing which is proposed as a separate issue has been developing rapidly,and showed its important role and status of marketing communication.The word “Content Marketing” was firstly proposed in 1996 officially,although its similar methods and concepts had appeared frequently in the past for more than a century and had been practiced and validated.In the age of digital interaction,content marketing has become a sharp weapon for many medias,brands,and companies.Although content marketing has received more and more attention,it is still in its infancy in the field of theoretical research which of definition and composition is quite inadequate and conflicting,and the research discussion on content marketing strategy is rare.Therefore,content marketing has always been trying and exploring in the field of application.The strategy system is also weak,and the value of application is uncertain.In order to improve the situation,this paper chooses the new media content marketing,which is one field of content marketing,and optimizes the S.A.V.E.strategy framework to adapt to the domestic new media status.At the same time,it selects the representative new media S as the research object,in order to outline the strategy of new media content marketing at the content level.This paper first summarizes a large number of foreign and domestic literature,then classifies and integrates the theoretical research of content marketing.At the same time,this paper optimizes the selected S.A.V.E.content marketing strategy framework for subsequent interview research.After that,it takes the influencing factors of content marketing effects as the purpose of interview,and uses interview research method to 32 general readers and 7 professional editors about the content of new media S,recorded and organized two sets of interview data.Through the comparison of two sets of coding results and analysis of original interview data,this paper finally extracts 12 key categories from the coding results.These categories are incorporated into the S.A.V.E.framework,which summarizes the content marketing strategy framework model for the domestic new media environment.This framework model consists of four dimensions and 12 categories: Solution(positioning,audience demand),Access(multi-channel communication,interaction and derivative creation,context and timing,sustainability),Value(education,entertaining,authenticity),Emotion(high correlation,personification,storytelling).Among them,derivative creation is a new category that has not been mentioned in the past.In addition,this model is used to inversely analyze the advantages of the new media S.It is found that the content advantage of the new media S is most obvious at the emotional level,but it is relatively simple in terms of communication channels.It is suggested that some practical attempts can be made in this channel.With the trend of domestic consumption upgrade and consumption grade,the new media content marketing industry is expanding rapidly in terms of quantity,volume,and influence.Its content positioning and media attributes are also in line with content marketing methods.The strategy can also provide important value references.This paper studies the new media S,which has typical representative and high value in new media content marketing research.Other researchers can learn from the results of this paper or study contents marketing in other types or fields.If you are a brand owner or marketing staff,you can also refer to the content marketing strategy model derived from this article,and formulate corresponding policies according to your situation to improve effectiveness of marketing.This framework can also provide basic support for other researchers.