Research On Content Marketing Strategy Brands' WeChat Official Accounts

At present,with the innovation of information technology,Wechat public platform is one of the battlefields of brand marketing.Wechat has generated a huge amount of daily information activity with a large user group.The Wechat public platform based on the development of Wechat can well meet the needs of brand for content marketing,promotion of popularity and brand culture.It is worth noting that brands are still exploring how to use Wechat public platform to maximize the role of content marketing to improve brand market share and influence.The WeChat official account contains many indicators,including titles,texts,pictures,videos,reading numbers,"watching number" and commentary.The relationship between different indicators has an impact on the marketing effect of tweets.The official account of official account official account for "NIKE" is used to study the content marketing effect of the brand WeChat public.The content analysis shows that: first,the number and frequency of the releases of the brand WeChat public number show a significant upward trend over time;second,the tweets titles of the brand WeChat public number mostly reflect the tweets theme directly,but over time,the number of the tweets issued by the brand WeChat official account is more direct.There are more situations in the suspense of headlines and the use of literary techniques.Third,the use of color and tone in the tweets can be beneficial to the content.The different themes can be used to achieve higher reading in the appropriate color.Fourth,the depth of the WeChat brand official account is still higher;Fifth,the interactive mechanism of the brand WeChat official account is not yet perfect.In this regard,the following suggestions are made for the content marketing of WeChat brand official account: at the release level,the tweet frequency of WeChat's public platform should be appropriately enhanced;the content of the brand WeChat official account should be increased in proportion to the depth of content.On the basis of the quality of the headline,the quality of the non headline tweets should be taken into account,and the color and tone should be used appropriately to present content;in the aspect of interaction,the brand WeChat official account should attach importance to interaction with readers,act as a good listener,give timely response to the feedback or response of users,and constantly improve the interactive mechanism in the process of building and maintaining WeChat brand public platform.