| With the continuous development of the mobile Internet,We Chat We Chat official account has become a powerful marketing tool in the digital media era,and the mobile Internet industry with strong traffic and fans’ attention has injected new kinetic energy into the development of the real economy with lightning speed.Enterprises in the health field have begun to pay attention to the huge market dividends and unlimited business opportunities hidden behind the content marketing of We Chat We Chat official account.The health industry urgently needs new marketing methodology to realize the stable and healthy development of enterprises.Content marketing is to attract customers’ attention by spreading and sharing meaningful content.The purpose is to turn potential customers into real customers and ordinary customers into loyal customers.It can promote enterprises to retain old customers,develop new customers and build enterprises into strong brands.It is a very effective marketing method for enterprises.This paper focuses on "Healthy 160",which has made remarkable contributions in the area of healthy content marketing,taking its official We Chat account platform as the main research object and selecting 391 articles published from August 1,2021 to August1,2022 as research samples.Using case analysis,text analysis and statistical analysis,this paper draws on the research results of 5W and Naseri et al.(2018),and divides the content marketing process into planning,production and publishing.In the planning stage,the main dimensions include We Chat official account positioning analysis and target audience analysis;In the content production stage,it includes tweet title,tweet subject,tweet format,tweet length,originality and interactive comment content analysis;During the effect measurement stage,the key factors affecting reading volume are explored by using the method of text analysis We Chat We Chat official account from the text content pushed by We Chat We Chat official account,and summarizes the influence relationship between the text content and the health communication effect.Through the independent sample T-test and one-way ANOVA of SPSS statistical software,it is concluded that the content source,content format,article location and article topic type of "Health 160" will affect the reading volume,but the title sentence expression and whether the article is original or not will not affect the reading volume.The content source,article location,and article topic type of the "Health 160" text push will have an impact on the amount of liked articles,while the way the title sentence is expressed,the content format,and whether the article is original do not affect the amount of liked articles.As a mass health media,"Health 160" attracts the attention of many users with its diverse themes,popular science,interest and professionalism.However,the content marketing of "Health 160" also has a single type of content,which is difficult to break through in the user circle;The high-quality content is scarce,and the professional content is not rich enough;The content format is limited,and users are prone to fatigue;Poor interactivity and low user cohesion.This paper puts forward corresponding optimization suggestions to provide reference experience for the content marketing of health We Chat in We Chat official account. |
