The new era of "content-driven products" comes fully

Duzi Jian said in a recent remark may make people wonder: it is recommended that every big company to dig a magazine's chief editor to become the company's network manager. Even if you have to pay an annual salary of 1 million is also worth. Because in his view, the era of "content-driven products" has come fully, especially in the field of mobile Internet, an excellent editor arrived enough to reach 100 good sales representatives.

This sentence makes sense.

When we talked about the term "internet thinking," we would certainly think of the carving of Sirloin sirloin, three squirrels , Huang Taiji pancakes or Ma Jiajia, not to mention the quality of their products and products, and how the back-end support system of the story is Most importantly, when we talk about "Internet thinking," we will certainly mention or think of these businesses, and for them, they have succeeded in securing a place.

When the barbarians at the gate of the Internet worshiped these names, the masters of new media marketing liked the names because they were the best gimmicks for their flicker. "No Hao experience in the restaurant industry, opened a restaurant, two months to the valuation of 4 million you know? A Amoy brand, only 65 days to become China's first network of nut sales ... ... If you do not learn You're dead. "

Good story, really can bring good spread. A lot of people may pay for this story.

As sea fishing, many people worked hard to line up, waiting to eat a "can not learn."

And now? Brother is not eating beef sirloin pancakes, is chewing the Internet thinking, and of course, their valuation is increasing.

With the Internet thinking fly to heaven, save much of the promotional fee?

The virtuous circle is that on the one hand many people come to their story. On the other hand, they will have the funds and opportunities to strengthen their back-end systems and dream about these stories.

From the brand promotion, they are already great winners. This also reveals what I want to say today. All industries are media.

First, the media where to go? Why do companies do the media?

Mobile Internet Deconstruction and restructuring of various industries, the media in particular.

In the past have the most readers of the magazine, "know the sound", "story will", "reader", what they sell is "sweetheart" - gossip, "story" - paragraph, "reader" - chicken soup. These three things have massive demand, and mobile Internet will change what?

Open your cell phone, the most missing is that these three!

News client, microblogging, WeChat over-flooding. Therefore, the existence of these three magazines, the king, has become a waste of resources - the printing of trees, sending gasoline consumption. Gossip, Duan Zi, soul chicken soup user's needs will not change, but the media tools to meet change. (Some magazines that provide scarce resources can also exist, such as high cost surveys, with a professional bar.)

Media do not die, large traditional media will be mutilated, are scattered to specific individuals, people and businesses.

Individual unconscious, group conscious.

The fall on the business is: In the past, companies want to shine, whether soft or hard, have to find the media. But the clear trend of Internet bulldozers is to push off the intermediary.

As a result, many self-media, businesses need to be made, whether weibo or WeChat, more and more tools, but also tools evolved. Businesses enter the era of self-propagation.

Second, enterprises from hard to soft dissemination, has entered a self-propagation.

What is hard to spread? Rim Pa men standing CCTV loud Joseph, selected Louvre! Simple, crude, tall. In fact, it was only during the years of the French-Chinese Culture that it was shown at the clothing show held by the Lenoart chamber in Louvre. Each year, such shows show dozens or even hundreds of venues in the Louvre.

What is soft communication? A man dressed in Rugao men, shouting mixed well not to come back. Do not speak costume directly, in our country, "the birth can not lose at the starting line," the country, to beat everyone.

Since the media age, you say that the selection of the Louvre useless, that mix well do not come back, are not useful. Users need to look closely at the factory, production, entrepreneurial image, and the business's perception of the world through their own media.

Good product is the premise, but the product homogeneity competition, you have to fight style, fight the information behind the product. Enterprises to provide information, is doing the media.

Third, companies that do not have good media qualities can not survive

Sometimes look Taobao or Lynx shops on the poor, because no money to buy traffic was knocked into limbo, no one is interested in long night. No matter how good the product, no one to see, raw as dust, dead like a mustard, come and go no one knows. The chances of giving them from the media are that, even at a young age, they can be given the same kind of light and fire as the possibility of being seen.

A good business must have media specialties. Good business without a story? That is the idea of ​​the industrial age, and now to say that selling emotions, emotional carrier is the story. Without detonating genes of the business, it is difficult to survive. Similarly, products without media attributes are neither contagious nor persistent.

Fourth, self-propagation on the business, ten views:

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

2, all industries are also the media industry, because companies need to heat their own light to spread.

3, you have to provide media content, and many are not your own story, is the story of this industry. There is also the lifestyle introduced by this industry, as well as the values ​​expressed by this lifestyle.

4, work and life is to create stories, life is the media, work is the media.

5, fans = users = readers. Every business must have values, tastes, tonalities.

6, business from the media, can not be C media, Ctrl + C & V, behind a scissor Edward is doing, just porters, coolies, and even information pollsters.

7, Beyond "Xiaobian" thinking. Many corporate media, but also commonly used "Xiaobian" such a word, self-sufficiency, passing is the seniority, young. "Xiaobian" to do the content you do not want to see.

8, Huawei is also very media-specific, others do not say, Ren Zhengfei's internal speech, are the most scarce media.

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

10, the enterprise from the media does not mean that is the official micro-micro-channel and WeChat public account, may be a matrix, the official microblogging + business leaders Weibo +. Customer service Weibo + Weibo + WeChat Many companies beyond the micro-magazine, Of the new media can go beyond the "men", Nike can do beyond the "Sports Weekly" new media.