Research 100+ brands and summarize 30 thoughts and suggestions on how to create good "content"!

Content marketing is a very important part of brand operation. As a brand marketing worker, the author of this article summarizes his thoughts and suggestions on content based on his work experience and observations. It is suitable for those who are interested in content marketing.

In today’s sharing, I summarized some of my previous experiences on content marketing into 30 notes to share with you:

01

Content marketing is not only a marketing method, but also a strategic thinking. Content construction is no longer just the responsibility of the brand marketing department, but a systematic project of "co-construction and sharing by everyone" in the enterprise. Each department should give full play to their synergy, take consumers as the core, jointly produce touching and high-quality content, understand it together, and work together.

02

Content Marketing [1% Rule]: Among 1,000 people on the Internet, only 10 will create content, another 100 will interact, and the remaining 890 will browse. To create content and gather users, you need to think clearly about which group you want to gather potential energy in, and don't think that everyone likes you.

03

Content marketing can either be about "fast moving consumer goods" or "luxury goods". It can either be fun, interesting, and updated quickly; or it can be about perseverance, polishing, and becoming a flower on the mountain.

04

Brands need to establish a stable content system around spiritual cores such as style, ideas, and values, and insist on long-term bundling of content accumulation and brand.

05

The brand content needs to be broken down into smaller parts and a more focused unified expression. For example, Huaxizi did not convey oriental aesthetics to consumers at the beginning, but broke down beauty into details and content that consumers can understand. So the first concept it promoted was to use flowers to make up, and later the brand made lipsticks with micro-carving technology, which was to convey the cultural symbolism of the ancient East.

06

From industry ecology, competitor intelligence, and consumer psychology to user needs, visual control, and text creativity , more advanced content is the axis connecting market strategy and sales conversion, and is a concrete presentation and concentration of the brand's core value. This is the true value of content.

07

Don’t be stingy with the continuous output of high-quality content, as it can determine the potential, thickness and height of the brand.

08

Content marketing is a traffic entrance with no ceiling. It bears extremely important traffic value. Every touch is a timely awakening and connection to users. As long as brands are able to output high-quality content to consumers, they have the opportunity to break the traffic blockade.

09

When a brand creates a product, it mainly includes two parts: the hard power of the product, that is, its actual functions, such as high quality and low price, high appearance, and good experience; the soft power of the product , that is, its content genes, such as values, topicality, and fun.

10

Content marketing is always before product development, not after . Your content operation ability on the product side will directly determine the sales volume of the product. If you only think about your selling points, your content dissemination, and your scene usage after you have finished producing a product, it will be too late.

11

Content operation is a magnifying glass in life. It returns to the essence of the product by capturing details, extracts information from small things and details, and then amplifies them into a language that consumers can understand, using words that fit the brand or (product) to communicate accurately with specific consumers.

12

The extraction of excellent product selling points can not only reflect the core advantages of the product, but also reflect the differences and dislocations from competing products , and can directly hit the pain points, pleasure points, and itch points of consumer demand.

13

Think about: Are the selling points of your product combined with the real pain points of consumers? Can they solve their actual problems? Can they stand out from the noise and "explode the value" of the product, so that consumers will trust and want to buy it? Can they be motivated to forward it for secondary dissemination?

14

The original intention of a brand to produce content should be to treat consumers like first love, be familiar with the products, and have insight into consumers.

15

For every product promoted to consumers, we must put ourselves in the role of the consumer and empathize with them to extract what our consumers’ real demands are and how their concerns and interests evolve. We then convey every scenario and every experience to consumers through content.

16

"Good products speak for themselves", but in fact it is not the products themselves that can speak, but the "content gene" is injected into the product when it is conceived, that is, "marketing is injected from the beginning of product research and development", so that the product has its own content marketing.

This includes:

17

In the process of building consumer relationships, users are one of the most important partners in brand development. Allowing users to spread brand stories and create emotional, righteous, and flesh-and-blood brand stories can win users' trust in the brand from the inside out.

18

In the process of co-creating products with users, brands will gain insights into product development and user pain points, which will help content production. At the same time, high-quality content will inspire users to co-create, thereby precipitating and spreading across different social platforms, improving content production efficiency.

19

When creating content, you must think about these things: how to build an amusement park to make users happy, and how to have fun with users in this amusement park .

20

The process of co-creation of content between brands and consumers is like a window that pushes user thinking to new heights, penetrates into marketing, and builds the same brand on the same stage by dancing with users in all aspects.

twenty one

What makes good content? I have come up with a four-point rule: emotional, interesting, useful, and good quality.

twenty two

Sharpening the knife does not delay the chopping of wood. Only by creating value can users be retained. Don’t speculate when producing content. You must focus 60% of your energy on selecting topics and creating content.

twenty three

Either it can burn you to the point of explosion, or it can "pain" you to the point of resonance. In short, if you can stir up emotions, you are the winner.

twenty four

When brands create popular content, they are reducing users’ time costs . They want users to find it fun, interesting, and even useful, and have a strong desire to forward and share it, rather than “wasting another time.”

25

The essence of content marketing can be summed up in eight words: gain attention, earn trust, and generate conversions.

Why do people follow you? Can your content tell users who you are? Can the content you continuously spread win the trust of users?

Everything [communication-building of trust] starts with remembering who you are and what you represent, and then comes familiarity-trust-purchase.

26

Not only talk about products, but also understand users; not only think about yourself, but also be able to listen; not only have highlights, but also have resonance; not only be a company, but also be a friend.

27

The enterprise of the future must be a media company. It needs to drive users with content and establish emotional and warm connections with users.

You must have a planning gene to form a corporate user community through valuable, high-frequency activities and interactions, so that users can help you spread and build your brand together.

28

Most brands think that content marketing is a waste of money because they only understand content marketing as media distribution of content. However, once the content transformation is turned into a content organization and runs through all aspects of the brand, the cost will be shared.

29

“Content is a ‘point’ to awaken customers. Brands need to spend 80% of their energy on content and manage 20% of users.

30

If you have patiently read to the last 30th article, do you have anything to add?

Article 30 is left to you all.

Author: Mulanjie Talks About Brands; WeChat Official Account: Mulanjie (ID: mulanjie-)