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《哥伦比亚新闻学评论》11-12/2014(美国哥伦比亚大学新闻学院创办的新闻媒体和市场研究刊物)品牌企业进军内容市场,新闻业如何应对?为吸引消费者,品牌企业纷纷实施“讲故事策略”:建立内容营销团队,生产时效性强的信息和娱乐内容,推送给社交媒体平台上的受众,不仅追求速度和准确性,而且始终关注受众需求。与新闻采编室唯一不同的是,内容营销团队明确地与品牌企业的利益保持一致。据报道,可口可乐公司花费在原创内容上的开销已经高于电视广告费用;雀巢公司每天生产1500多条内容产品,该品牌在脸谱网上积累的粉丝数超过2.5亿;雀巢旗下的普瑞纳宠物食品公司建立了自有内容平台,并将其嵌入社交网络。品牌企业擅长学习新闻媒体吸引受众的
The Columbia Journalism Review 11-12 / 2014 (News and Market Research Journal founded by the School of Journalism, Columbia University, USA) How Brand Companies Enter the Content Market, How the Journalism Works? To Attract Consumers, Brand Companies Implement “Storytellers Strategy ”: Building a content marketing team to produce time-critical information and entertainment content that is delivered to audiences on social media platforms that not only pursue speed and accuracy, but also focus on audience needs. The only difference with Newsroom is that content marketing teams are clearly aligned with the interests of brands. It is reported that Coca-Cola spent more on original content than TV advertising costs; Nestlé produces more than 1,500 content products a day, and the brand has more than 250 million Facebook fans; Nestlé’s Purina Pet Food The company has built its own content platform and embedded it in social networks. Brand companies are good at learning the news media to attract the audience