[nint任拓]：内容营销看运气标签科学如何助品牌拿下确定性roi -尊龙凯时人生就博

目录 01趋势篇 02方法篇 03案例篇 z z 20241-10 20241-10 / 20241-10 400 ＜2500 ＜4900 16n ＞2.3n ＞n 500%＞ 100%＞ 70% 2024 4% z 2024 94% vs 202450% 2024q3 2% 105% mat202310 mat202410 lv1 11% 49% 32.3% 43.6% 11.3% 14% 54% lv2 17% 50% 1% 39% 34.9% 41.5% 24.4% 47.3% 53.1% 33.4% 12.4% 11.6% 9.0% lv1 10% 30% 3% 14% 14% 41% 7% 57% lv2 19% 36% 1% 29% 11% 酒 31% 42% 0% 14% mat20231038.8% 34.5% 30.3% 27.3% 57.8% 34.8% 55.0% 28.4% 43.7% mat20241046.0% 38.1% 37.6% 40.0% 66.0% 44.5% 62.5% 30.8% 49.9% 7.2% 3.6% 7.3% 12.7% 8.2% 9.7% 7.5% 2.4% 6.2% lv1 21% 22% 52% 55% 27% 49.2% 40.8% 61.6% 12.4% 11.2% 14% 10% 15% 44% 45% 2% 27% 7% 45% 30.0% 42.6% 37.5% 36.8% 44.6% 9.2% 11.1% 9.2% 7.8% lv2 mat202310mat202410 52.0% 39.2% 53.7% 46.7% 55% 56.1% 68.4% 12.3% 47% 41.4% 53.1% 11.7% 4p 3t 700 r＞0.6 163% 143% 133% 75% 93% 89% 101% 99% 80% 121% 95% 110% typelength 60-120 characterscenepainpointfunctioningredient/technology fluoroction;;; experience , packagingbrandimageguideforconversion ; 600 500 400 300 200 100 0 -5,00010,00015,00020,000 350 300 r=0.61 250a 200 150c 100d fe 50 h g -i - b 2,0004,0006,0008,00010,00012,00014,000 好标签分布 好标签互动贡献 投产比 人设 21.40% 28.89% 134.96% 卖点 38.13% 37.35% 97.96% 场景 32.78% 29.68% 90.54% 痛点 6.69% 3.47% 51.90% 好标签分布 好标签互动贡献 投产比 人设 21.31% 28.24% 132.52% 卖点 44.26% 45.10% 101.89% 场景 27.87% 26.75% 95.98% 痛点 5.74% 3.32% 57.91% 好标签分布 好标签互动贡献 投产比 人设 15.72% 19.05% 121.18% 卖点 51.10% 46.94% 91.87% 场景 26.37% 21.27% 80.12% 痛点 3.40% 5.71% 167.94% …… …… …… …… 1 23 456 7 89 10 婆婆媳妇、丈人女婿、老公老婆之间 •特种兵旅行、讨论养老退休、户外徒步•海外生活、进口超市•膝盖疼痛、腰酸背痛、关节嘎嘎响、上楼费劲、脚软•现有问题可能恶化成更严重的摔倒、骨折、扭伤•高钙营养，环节钙流失；补充营养、保护关节•/小分子、高 纯度 •90后、00后、30岁等青年•女性/宝妈•工作、办公室、加班、出差•产后、哄娃、熬夜带娃•情绪差、熬夜、睡眠差、压力大•年龄增长、膝盖疼、关节嘎嘎响、关节磨损、半月板损伤•内调外养、养生、养骨，全面提升身心健康 •;高纯度 外人及运动人群 •徒步、爬山、打球、滑雪等•帕梅拉、普拉提、减肥 • •运动过量或日常缺乏运动导致关节损伤•相比深层次的氨糖/骨胶原流失，消费者更关注直观的关节问题，如膝盖疼/响、腰酸背痛、骨折、扭伤等 • •/ • •80 14308679667401546410340 700 600 500 400 300 200 r=0.62 好标签分布 好标签互动贡献 投产比 人设 12.55% 20.54% 163.71% 场景 9.97% 15.73% 157.85% 痛点 9.50% 13.03% 137.24% 卖点 60.92% 47.24% 77.54% 100 0 -2,0004,0006,0008,00010,00012,00014,00016,00018,000 好标签分布 好标签互动贡献 投产比 人设 12.55% 20.54% 163.71% 场景 9.97% 15.73% 157.85% 痛点 9.50% 13.03% 137.24% 卖点 60.92% 47.24% 77.54% 好标签分布 好标签互动贡献 投产比 人设 10.29% 9.45% 91.84% 场景 8.90% 8.49% 95.38% 痛点 13.46% 21.82% 162.11% 卖点 65.26% 59.77% 91.59% 700 r＞0.6 163% 143% 133% 75% 93% 89% 101% 99% 80% 121% 95% 110% typelength 60-120 characterscenepainpointfunctioningredient/technology fluoroction;;; experience , packagingbrandimageguideforconversion ; 600 500 400 300 200 100 0 -5,00010,00015,00020,000 4p 3t 1. 2. 3. 4. 5. 6. 7. 8. 9. nint , nintnint ai , nint nint nint nintbusiness@nint.com nint nint nint nint nint business@nint.com nintnint nint thanks！