Research On Content Marketing Of WeChat Official Account Of Baicaoyuan Bookstore

Under the development of mobile Internet,the entity bookstore,which has suffered the double blow of online bookstore and e-commerce,began to seek its own transformation and upgrade after experiencing the cold winter of the industry.Among them,the launch of WeChat,a free instant messaging tool launched by Tencent in 2011,has completely changed the way people communicate information.WeChat uses its point-to-point communication advantage to accurately locate the corresponding user group.The WeChat public platform,which integrates interpersonal communication and mass communication,sets up a new marketing camp.Content marketing,as one of the WeChat marketing methods,with its strong brand exposure,and brand shaping power,has established a new marketing camp,among which,content marketing as one of WeChat marketing methods,with its strong brand exposure,and brand shaping power.At present,it is an effective way to promote brand awareness and realize the maximum of brand benefit in entity bookstore.However,how to use WeChat content marketing to improve brand recognition and spread corporate culture to achieve long-term brand effect is still a difficult problem faced by many entity bookstores.This paper selects 1140 articles published from August 1,2018 to February 1,2019 in the WeChat account of Baicaoyuan Bookstore as the research sample,taking the reading number and the good-looking number of the two indicators that can reflect the published content as the key elements.Through the comparative analysis to the integration and carding form the corresponding chart to carry on the analysis,from the hundred grass garden bookstore WeChat official account release rule,the release content,the content interaction,the content derivative four dimensions comprehensive analysis,Due to the different rules and characteristics of WeChat official account text in different reading numbers and good-looking numbers,it is necessary to put forward the marketing strategy of WeChat official account content.Through the above-mentioned research,this paper analyzes and summarizes the following four strategies of the content marketing of WeChat official account in Baicaoyuan Bookstore: in the aspect of publishing law,it stabilizes the user base through the continuous regular content output;In the aspect of release,we should pay attention to meet the users' real needs and accurately position the marketing content;in the way of interaction,we can stabilize the number of users through the dual interaction between online and offline;In the aspect of content derivative,the content realization is realized by multi-channel content marketing method.