"Content-driven products" era: An editor-in-chief of 100 sales reps

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Recently, Du Zijian said: "It is recommended that every big company dig up the editor-in-chief of a magazine to be the company's network manager." 1 million a salary. Because the era of "content-driven products" has arrived, especially in the field of mobile Internet, an excellent editor-in-chief has reached 100 outstanding sales representatives.

This sentence makes sense.

When we say the word "internet thinking," will inevitably Lenovo's beef brisket, yellow taiji pancake, three squirrels or horse Jia Jia, regardless of their products, the story behind the support system, the most important thing is when we talk about "internet thinking", the inevitable mention of these enterprises, their success card position, has won.

The Barbarians in the Internet worship these names, and new media marketers like them, which is their best gimmick. "Do you know a man who has no experience in food and beverage industry, opened a restaurant, two months to the valuation of 400 million?" a Amoy brand, 65 days to become China's network of nuts sales first ... If you don't learn, you'll die. ”

Good stories can really bring good spread. A lot of people are probably paying for this story.

As the seabed, many people toil in line, waiting to eat a "learn not".

And now what? It's not beef brisket, not pancakes, it's chewing the internet thinking, and their valuations are certainly increasing.

Along with the internet thinking fly to heaven, how much propaganda fee?

Virtuous Circle is, on the one hand many people will come to their story. On the other hand, they will have the money and the opportunity to strengthen the backend system to interpret these stories.

From the brand promotion, they are already a big winner. This also reveals what I want to say today, all industries are media industry.

Where did the media go? Why do companies do media?

Mobile internet in the deconstruction and reorganization of various industries, especially the media.

In the past, the most popular magazines, "Bosom Friend", "story", "reader", what they sell? "bosom friend"--Gossip, "story"------------------------------- These three things have a huge amount of demand, and what does mobile interconnection change?

Open your cell phone, the most is not missing is these three kind!

News clients, microblogs, micro-letters over the flood. So, these three magazines, the King, has become a waste of resources-printing costs trees, delivery consumes petrol. Gossip, jokes, chicken soup, the user needs will not change, but the content of the media tools are changing. (some magazines that provide scarce resources can still exist, such as high cost surveys, and professional hurdles.) )

Media is not dead, the vast traditional media will be dismembered, scattered to specific individuals, people and enterprises.

The individual is unconscious and the group is conscious.

And fall to the enterprise is: In the past, enterprises want to shine, whether soft or hard, have to go to the media. But the clear trend for Internet bulldozers is to push the intermediaries away.

As a result, many of the media produced, enterprises themselves need to make, regardless of micro-bo or micro-letter, more and more tools, but also have tools to evolve. Enterprises into the era of communication.

Second, the enterprise from hard to soft spread, now has entered the self-communication stage.

What do you mean by hard propagation? Jin PA men's standing on CCTV loudly, was selected the Louvre! Simple, rough, tall. In fact, it is only in the Sino-French culture year, in the Louvre in the hall of the costume show to participate in the show, and each year in the Louvre dozens of or even hundreds.

What is soft propagation? A young man dressed in the strong PA men, don't come back with a bad mix. Not directly to say clothing, in our "Born can not lose at the starting line" of the country, to everyone dozen chicken blood.

Since the media age, you said that the Louvre was useless, said not to be a good mix do not come back, are not very useful. Users need to observe its factory, production, entrepreneur image, and the company's view of the world from the media.

Product good is the premise, but the product homogeneity of the situation, you have to spell style, spell the information behind the product. Enterprises to provide information, is in the media.

Third, no good media characteristics of enterprises, can not survive.

Sometimes look at Taobao or cat on the small shop is very pitiful, because no money to buy traffic is abandoned, no long night. Products again good, no one saw, born like dust, death, such as worthless, come and go no one knows. The opportunity to give them from the media is that, even in small, they can emit the same light as the fire-like insects, there is the possibility of being seen.

Good companies must have media qualities. A good enterprise has no story? That is the idea of the industrial age, now since to say that the feelings of trafficking, the carrier of emotion is the story. Businesses that do not have the genes to detonate can hardly survive. Similarly, there is no media attribute of the product, there is no dissemination and continuity.

Iv. on the self-dissemination of enterprises, my 10 points of view:

1, a business, from selling products, selling services, to sell emotions, now also need to sell content.

2, all industries is also the media industry, because the need for enterprises to heat their own glow to spread.

3, you must provide media content, and many not your own story, is the industry story. There is also the lifestyle introduced in this industry, as well as the values of this lifestyle.

4, work and life is in the production of stories, life is the media, work is the media.

5, fans = users = readers. Every enterprise must have value, taste and tune.

6, enterprises from the media, can not be C media, Ctrl+c&v, behind a pair of scissors hand Edward in doing, just porters, is coolie, even information pollution molecules.

7, Beyond the "small series" thinking. Many corporate media, but also commonly used "small series" such a word, insignificant, passing is the seniority is shallow, the age is light. You don't want to see the contents of the "Little weave".

8, Huawei also has media characteristics, others do not say, Ren's internal speech every time, are the most scarce media information.

9, the traditional media lost advertising fees, many are not transferred to other new media platforms or personal media, but used in their own since the media construction went.

10, enterprises from the media does not mean that the official micro and micro-credit public accounts, may be a matrix, official microblogging + corporate leader microblogging +. Customer Service Weibo + product microblogging + micro-letter + many beyond the company's own micro-magazine, Durex Silk's new media can completely surpass the "men's outfit", Nike can run beyond the "sports weekly" new media.