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Form a synergistic effect of "content + marketing": K (K): With the help of data insights, select products first, then determine the marketing scenario, and finally find the right person to find the product translator to make the seeding deeply rooted in the hearts of the people. (): Accurately reach the scale of the population to amplify the benefits, improve operating efficiency, and help brands reduce costs and increase efficiency. (): Hold on to search demand and use user behavior as a guide to guide content strategy and delivery strategy to trigger user purchase intention. When the content of the note appears in a timely manner in a way that users are interested in, and the brand information is close to the needs of users, merchants can root in the user's consumption decision.



1. Content testing method - Funnel model for hot article testing The jamaica telephone code funnel model for hot article testing is also called the "" model, which was officially launched by Xiaohongshu in 2017. First of all, in the early stage of the test, we should pay attention to the richness of the material types (it is recommended to have more than 100 types), screen the excellent notes with click-through rate and interaction rate, and the historical hot articles of experts, etc., and comprehensively screen the high-quality notes to start the information flow test; then focus on the top high-quality notes in the test, refer to the click and interaction data, and distinguish resources according to the situation of the notes.



Gradually, we will increase investment in excellent notes to create hot articles, and analyze the types and selling points of high-quality notes, etc., and publish similar notes in batches as a supplement to the delivery; finally, we will continue to invest in the hot articles in the added notes, and continue to make them hot with higher interaction as the new goal. For merchants, how to quickly screen out high-quality notes and distribute them efficiently, how to allocate channels... can all be referred to the "" model. The core is to continuously screen and filter high-quality notes and continue to invest.