How to operate content well and create phenomenal products
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In my past work experience, I have always been thinking, what are people really interested in? We have found that the public and the media have always imagined, inferred or spread information around "stories" when perceiving a brand, rather than charts, logic and data. This rule is also valid even in an era without writing, such as myths and legends and religious stories from ancient times. The simpler the story, the better the missionary effect. The Greeks carved stories on pottery, which were easily destroyed in the course of history, but the stories were passed down, proving that the vitality of stories is far greater than the medium that carries them. My career experience has just gone through the changes in mainstream domestic media in recent years. For example, I started out as an advertiser, serving a food e-commerce company in Wuhu called "Three Squirrels". This brand was born in 2012. When we were promoting the brand, it was the early bonus era of Taobao brands. It was relatively easy to create a brand in that era. We found the most powerful advertising channel , and then laid out a large area to block this "entrance" and quickly penetrate into the minds of consumers. It should be said that in the early years of e-commerce, it was a blue ocean market without mature brands. This kind of "positioning" theory-based advertising mental warfare was very direct and effective. But in this era, the previous advertising-based marketing methods are becoming less and less effective, and traffic is becoming more and more expensive, so later I focused my work on researching content dissemination. The communication environment has changed. 1. The right to speak is extremely decentralized. We cannot control what others say. When building a brand, you really cannot guarantee that everyone will like you. There will always be people who are dissatisfied with your products. A few years ago, the voices of user dissatisfaction could not be heard in the era of advertising and media. In that era, content and products were separated. Users may be cursing the product, but the media will still say that the product is good after receiving advertising fees. But now, the reputation of a product is very intuitive in new media . Everyone can comment, the information is completely transparent, and there is even special word-of-mouth data. The product itself becomes the content that is directly reflected. At this time, what are people? In fact, people have become a medium for disseminating content and products. In addition, all content, when it spreads spontaneously on the Internet, will present a state of public participation in creation. Often when it is spread later, you will find that it is no longer in its original form. I occasionally go to Bilibili now. There are many videos on Bilibili that spoof Zhuge Liang and Wang Lang in The Romance of the Three Kingdoms. The Romance of the Three Kingdoms is a serious historical drama, but netizens on Bilibili can make it very nonsensical. Many people complain that they can't understand it. They don't understand what the young people born after 1995 or even 2000 are thinking? 2. "Content compression" phenomenon: everyone loves to read jokes Based on the communication environment of Weibo and WeChat , I proposed a concept called "content compression", which is a concept I proposed at the beginning of my book "Resonance". What does content compression mean? If all content is disseminated in the friend circle dominated by WeChat, then the long and in-depth content originally in large media will no longer be suitable for dissemination. When opening WeChat, many people will find that the kind of chicken soup articles of about 2,000 words have always been very popular in the friend circle. The mainstream format of the Moments has become a "compressor", putting large chunks of in-depth content into a meat grinder, and what comes out in the end is a very thin and shallow slice. 3. Information Nest, we only see messages pushed within the circle An incident happened some time ago, which is the casting incident of Zhao Wei's new movie. We will not judge whether this incident is right or wrong, but only discuss the spread of the incident itself. An interesting phenomenon is that when the whole country was criticizing the actor casting incident, I found that everyone in my circle of friends' information flow was brushing another incident, which was the resignation of Feng Dahui , the former CTO of Dingxiangyuan and founder of Gossip. People in the technology media and self-media are extremely concerned about Feng Dahui's resignation. Not only is it flooding the WeChat Moments, but it is also being discussed in various groups. It seems that more people are paying attention to Dahui than to Zhao Wei. Is this really the case? Of course not, this is just an illusion created by the information nest. Whether it is search engines, social networks or music video websites, they are all becoming more and more intelligent, and will recommend content and people based on your preferences. Coupled with human blocking and screening, the "tastes" that remain are all similar. But this sometimes gives us an illusion that what we see is the mainstream of the outside world. How to adapt to such an era In such an environment, the information attached to the product spreads very quickly in the era of mobile Internet . You will find that the main body of communication is people, and the "connection" between people spreads the product content. A lot of content feedback is directly targeted at the product. In the past single channel, the authoritative media with qualitative descriptions of the product has become invalid, so I came up with a conclusion: "The product is the content, and the user is the medium." To adapt to the era of product and content integration, we will face three problems. Next, let’s talk about several ways for brands to disseminate content in the mobile Internet era, and how to use these methods to build high-quality brand content. 1. How to make your audience interested in your content First of all, we should give the other party a reason to understand our products and services, and this reason is "connection". Think about it, if a user finds that the content delivered by a brand, or an article in the circle of friends has nothing to do with him, unless he is curious, he will not pay attention to it or even forward it at the first time, so contact is very important. We pay attention to a piece of information because it has a "connection" with our hearts. For example, parents like to forward health jokes or health content in their circle of friends because these things are closely related to them. Young people will find it particularly annoying because these problems cannot be related to themselves for the time being. However, our parents have a stronger sense of crisis in this regard. They forward the content to give others a kind reminder. If a piece of content is relevant, he will pay more attention to it and may spread it. For example, the “Escape from Beijing, Shanghai and Guangzhou” campaign planned by Xin Shixiang is a typical example. At present, we are working on the content for Tubatu, and there seem to be some difficulties in this area, because home improvement is an industry that people are very concerned about at a certain stage, but receive less attention at other stages. But we can extend the content cycle and provide users with some aesthetic and interesting content about home to meet their imagination of future home space. In fact, many people who are still paying attention to housing prices have a very good impression of Tubatu. I believe that these people will pay more attention to us in the future. 2. How do emerging products seize an old mature market? The second keyword we mentioned about content is "confrontation". Let’s recall, among the companies in our industry, which ones have had the greatest momentum of development and the most obvious disruptive attitude since their birth? Let me tell you, it is Alibaba and Didi. Alibaba consciously put forward a confrontational model back then: "e-commerce versus traditional enterprises." Similarly, for Didi, "online travel versus traditional taxi-hailing" are all conflicts between new things and old things. So we say that a key word is "confrontation". The confrontation model can tell a story very simply and make it easy for people to "put themselves into the story", such as the confrontation between traditional industries and the Internet, the (life) confrontation of struggling young people, the confrontation between new things and old things, and so on. The essence of all sports revolutions, business innovations, or "pain points" that companies solve is actually "confrontation," which can easily create "tension" in the content. In the confrontation, two roles will emerge, one is a good guy and the other is a bad guy. In China, the public has long accepted "binary education"; it is either black or white. No one is willing to bear the crime of "stifling new things", so most people will support new things. Who are these early users? They are those who are dissatisfied with the old business model and innovators who are willing to try new things. Such people have the characteristics of early users. When we were promoting home decoration, someone in the circle promoted a concept called "Internet decoration" to distinguish it from the traditional home decoration business model that was redundant and full of pain points. The idea was to confront. 3. How to make the product have the potential to spread everywhere In the end, everyone will find that all the brands that are being promoted can be summed up in two words: "story". What kind of stories do people generally like? The answer is stories with a considerable "gap". We have an idiom called "ups and downs", which describes that the life of a person, or the birth of a product, is not an ordinary straight line. When Chu Shijian first started to grow oranges, why did so many media people like this brand story? Because Chu Shijian's life had ups and downs, which included gaps. The media likes this kind of story and the public is happy to accept it. The ability to give product content is becoming increasingly important in entrepreneurship I've been reading a book recently called "Guns, Germs, and Steel", which describes a case in which the rise of modern nations and why the West was able to conquer America were all due to guns, germs, and steel. But if we look at it from a business perspective, the replacement of one civilization by another is itself very similar to the competition between traditional enterprises and Internet companies. Before the arrival of white people, America was a traditional agricultural market. Among the three weapons brought by the West, guns, germs and steel, guns represented more mature and iterative technologies, steel represented the resources necessary for commercial development, and germs were a metaphor for communication and media because they relied on communication between people. These three capabilities are what many traditional companies today lack, and they are far from realizing it. I think any startup company needs technology, resources, and the ability to disseminate content. Mobile application product promotion service: APP promotion service Qinggua Media information flow This article was compiled and published by @Monkey·D·Luffy (Qinggua Media). Please indicate the author information and source when reprinting! |
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