"Harvard Business Review" once pointed out: In a business context, content covers all products and services related to consumers: it can be a game, a topic, a variety show, a live broadcast, including the precipitation of consumers. experience and feel. For enterprises, content has become the "third element of communication" besides products and services.
This means that companies should place telemarketing list content as high as products, drive users through content production, distribution, and application, and establish emotional and warm connections with users, thereby building a brand moat.
Why should companies take content as a strategic investment for brands? Here are a few conclusions I've come to over the years.
1. Content = Perceived product and brand value
As mentioned in my book "Breaking Word of Mouth: A Brand Methodology from 0 to 15 Billion", to a large extent, consumers are actually paying for the content before purchasing your product.
Therefore, when a brand builds a product, it mainly includes two parts: the hard power of the product, which is its actual function, such as high quality and low price, high appearance, and good experience; the soft power of the product, which is its content gene, such as Values, topicality, interest, etc.
If you compare a product to an adult and convey it to consumers, what does it look like? Is he humorous or calm? Does he have a great story? Is his mind on the same channel as mine? and many more……
Returning to the content, first of all, is the selling point of your product combined with the real pain point of the consumer, and can it solve his actual problem? Can it stand out in the noisy noise, "detonate the value" of the product, and make consumers have trust and desire to buy? Can they have the motivation to forward the second transmission?
Secondly, today's consumers are more concerned about whether your products can bring him image and identity recognition. Another way of saying that is "value output".
The content is the magnifying glass of the brand when communicating with consumers. It returns to the essence of the product by capturing details, extracts information from small things and details, and then enlarges it into a language that consumers can understand, using words that fit the brand or (product) and Precise communication with specific consumers makes our product and brand value visible and perceptible.
Every time a new product of HEYTEA is telemarketing list released, it can be seen from the presentation of the content that HEYTEA has a high standard.