Study On The Content Marketing Strategy Of VN Enterprise’s Boiler Product WeChat Account

With the internet,enterprises have the opportunity to reach more target users in a short period in order to increase brand awareness.However,with the internet,people are no longer satisfied with passively receiving advertisements which released by enterprises,and start looking for information online.Therefore,lots of company start to focus on creating high quality content in order to attract users’ attention.However,when enterprises are doing content marketing,they might find the content they posted online is not good enough to engage more users or make a bigger brand impact.In this paper,we take VN company as an example,based on content marketing 5A module and consumer perceived value theory,and using LDA text analysis method to classify the content of VN’s official We Chat account into different categories.Meanwhile,regression analysis is used to study which content type has better performance in terms of pageview,user interaction and sales conversion.In this paper,we also find out the root cause that affects users’ behavior on We Chat account.The study shows that if the content is highly relevant to consumers,it would have higher entertainment value or information value.Then the content would have better brand impact and higher sales conversion.This paper provides a real case on how enterprise operate their official We Chat account,and tests the universality of how perceived value theory is applied in the field of content marketing.