Let me briefly talk about how I understand IP marketing in the era of self-media!

What is a long-term marketing method? Event marketing , leverage marketing , self-deprecating marketing ... ? These three are common short-term marketing methods. Marketing methods are short-term, and marketing effects are also short-term. So what kind of marketing method is long-term and sustainable? My answer is IP marketing!

In marketing thinking, what is IP?

In fact, it is very simple. It is to see whether it has a strong influence and appeal, is not restricted by the size of the platform, and can obtain traffic and achieve distribution (commercialization) on multiple platforms.

IP Competition in the We-media Era

Ever since Internet portals delegated the right to distribute traffic to self-media, the battle for IP rights among individual self-media people has ignited a fierce war. In the early days, the competition for IP was actually a competition for content. Self-media people distributed the high-quality content they produced to various platforms, such as Toutiao, Sohu, NetEase and other platforms, to gain traffic, increase influence, and ultimately form an IP.

For example: After two years of producing content on various platforms, A no longer wants to publish on various platforms. He wants to create his own platform. At this time, if the traffic can follow him to A’s own platform website, then A has successfully turned himself into an IP.

A battle for fans

Avoid building IP on a single platform unless you have connections within the platform. Because in the process of growing, you will encounter problems of one kind or another. If one day you accidentally violate the relevant regulations of the platform, or your account is blocked for other reasons, it would be a pity.

To avoid homogenization of content output and to become an "IP" in self-media, unique content is the key among the keys. The content must be of high quality and avoid homogeneity. Original content output is basic, and the form and character of the output needs to be shaped by the self-media itself. After all, the competition for self-media IP is actually a competition for fans in the early stage. Fans can bring the most stable traffic to self-media every day, and the same fans can expand new traffic for self-media. for example:

The official account of the ASO 114 optimization tool initially had only one fan. This one fan can influence six people around him, and these six people can influence 36 people, and so on. The value that a fan brings to the self-media is infinite. Similarly, what if ten fans or a hundred fans influence others for you?

The value of '1' is sometimes much larger than '1' itself.

The ultimate purpose of IP is a people-centered business strategy

In the process of building IP, self-media also needs to figure out how to capture the hearts of fans, so that fans will help you expand content spontaneously without the need for self-media to mobilize them, or distribute content in a non-platform form. The question is, how to capture the hearts of fans?

Sustainable content output

Sustainable content output means sustainable output of values, character and concepts, and more importantly, sustainable fan import. If the sustainable value of fan imports is large enough, it proves that the high-quality content is recognized by users. But it takes a process for ordinary users to become loyal fans, and you have to capture the hearts of ordinary users.

Ordinary users converted to die-hard fans:

The establishment of feelings—the bond of this emotion is content, the core of content is value, and value needs time to be continuously proven. What this means is that when users accept the value you output for a long time, relationships will naturally be established. Of course, if conditions permit, more online interactions and offline salons can be held.

Finally, IP marketing in the era of self-media is based on the marketing effects brought about by long-term content output. Without uninterrupted output in the early and later stages, the "IP" of self-media is just virtual, let alone IP marketing.