Research On Content Marketing Strategy Of Zhihu Institutional Accounts

In 2017,the Zhihu platform opened the registration of the organization number to the society,sounding the clarion call for the official content marketing of various brands on the Zhihu platform.As of 2019,more than 30,000 institutions have settled on the Zhihu platform,output 1.4 million pieces of high-quality content,and have also won the approval of more than 54.8 million platform users.However,with the influx of more and more agency numbers,although it enriches the content of the Zhihu platform to a certain extent,it also makes the overall content marketing level of the agency number uneven to a certain extent.How to optimize the content marketing strategy of the agency number so that it can achieve good content marketing results on the Zhihu platform is a problem faced by many enterprises!Based on the above situation,this study selects the content marketing 5A model based on the Zhihu platform organization number,and focuses on the content marketing strategy of the Zhihu platform agency number.By analyzing the current situation of the organization number in the five stages of understanding,attracting,inquiring,acting and supporting,it is summarized and sorted out that the organization number currently has problems such as "low content value,low content differentiation,insufficient content exposure,insufficient interaction with users,and low user conversion",and after further analyzing these problems,it is found that the main reasons for these problems are: "lack of organization number positioning,lack of organization number operation team,insufficient content planning,and insufficient content operation".Finally,around the problems and causes,solutions such as "clarifying the positioning of the organization number,the operation team of the component organization number,reasonably planning the annual and monthly communication lines of the organization number,and strengthening the content operation" are proposed.And put forward the corresponding guarantee mechanism to ensure the implementation of optimization measures.The research results of this paper have certain reference value for the number of institutions that are interested in optimizing their own content marketing strategies,and have certain guiding significance for the number of institutions interested in content marketing on the Zhihu platform,and also have certain practical reference significance for brands that carry out content marketing on other platforms.