Content is king, but platform and environment are God!

We live in an age where it seems like media companies are everywhere. There is one thing I want to say, and I will say it over and over again, which is that I firmly believe that content is still the best way to market products currently.

Developing videos that are helpful to consumers or making some entertaining cartoons can all provide value. Give users what they really want, because good content can help you build a good relationship with users, which in turn helps to increase sales.

Jab, jab, jab, right hook. Provide value, provide value, provide value, and sales will increase.

But people often forget one thing:

Only based on the platform and environment can excellent content be created.

You may have heard this saying: “Content is king, but platform and environment are god!”

So the question is, how do you create the platform and environment for your audience user base? Consider the following three points:

1. Respect the platform and users

First of all, you need to respect your platform and respect the behavior and psychology of people on the platform. For example, a 40-year-old woman has a completely different mindset when logging into Facebook and Pinterest. On Pinterest, her main purpose is shopping, while on Facebook she may be keeping in touch with her sisters. So, you need to build your content strategy around the intent of why people use the platform and the platform itself.

Secondly, you need to respect your users, so the content you choose to publish must be what your users like, not what you like. For example, suppose you want to sell red wine to mature women, what kind of content should you publish to attract their interest? If you say, "5 bottles of red wine for $10 can help you forget the troubles brought by your furry kids for a day," you will surely get a lot out of it.

Therefore, the most important thing is to respect the platform, respect your users, and put your content agency service providers last.

2. The experience must be smooth

If you do have great content that fits the application scenario very well, then a necessary condition is that the content cannot interrupt the consumer experience. If someone wants to watch the video, the ad must be placed at the end of the video. If people are willing to watch the ad, it means they really want to know about the product introduced in the ad. In order to integrate content into consumers' daily lives in the right way, the application environment of the content is particularly important.

To give you a negative example, I once logged into the ESPN mobile app, but after entering, an Acura car advertisement popped up. No matter how I clicked to cancel it, I was always directed to Acura's official website. This may seem like a brilliant idea to marketers , but it’s a complete failure for user experience because it steals the user’s most valuable asset: their time.

Don't get me wrong, I'm not saying ESPN is bad, but I will never buy a Japanese Acura car again. Why? Because ESPN can bring me value, I like them, and I can see valuable content on the ESPN App, such as the game results of my favorite team. If they interrupt me "for one second" to push an advertisement, I can accept it. But Acura, as an advertisement, they gave me a very bad experience. In addition to having no value, they took up too much of my time, so I will not be their customer.

When you first launch a content product, user experience is very important. Don’t “set up roadblocks” for users; provide them with value.

3. Maintain content consistency

Every tweet you send, every comment you leave, every post and photo you retweet is part of brand content. All of this content needs to be published regularly, and each release needs to be aligned with brand goals. Your core content needs to be consistent, and the core content of the brand cannot be changed at will. If you want to achieve this goal, you need to set a larger content range, a wider platform environment, and convey clear content information.

What you have to do is reverse engineer, that is, be goal-oriented. If you have a clear company purpose, you will always have direction when you need clarity. You need to make your company goals known to every employee, from new employees to senior executives, to ensure consistency.