Voting likes with your feet is the hardest.
Editor’s note: This article is from the WeChat public account” sixth man “(ID: connect_yourself) , author: sixth man.
All future companies will become two types of companies:
1. Top design company
2. Top content companies
The design itself is part of the content, so we can think that all business organizations in the future will evolve into content companies.
This point also applies from dimensionality reduction in business organizations to personal brands.
Imagine: If you become a successful top-tier MCN content agency, what business capabilities do you need?
The answer speaks for itself:
1. Creative ability: the ability to incubate IP and Internet celebrities, there are explosive points that can support you
2. Distribution ability: With these high-quality content hot spots, how can the scope be expanded so that people across the country can see it?
3. Continuous communication: high frequency, continuous brainwashing, strengthening your personal brand value, and letting the explosion continue to live
In other words:
On the one hand, you can create popular content; on the other hand, you can maximize the spread of these content… The most ideal effect is of course viral spontaneous fission, so that more people can understand your good content and , Your value as a person.
For a personal brand, you must have the ability to produce explosive styles, and at the same time, you also need to have the ability to communicate through multiple combinations (for example, if you are a beauty lover, you must have the ability to pass Xiaohongshu Douyin WeChat video account and other platforms to spread Content capability).
Special content such as community sharing, public account graphics, video account short video live broadcast, forum community Q&A and other special content output by personal brand is a product in itself. The quality, competitiveness, and irreplaceability of the content determine your personal brand recognition and monetization ability.
When you produce a high-quality official account article, you will attract many large reprints. Tuba becomes your distribution channel, they become your agent, letting you be known by more people, Tuba assumes the role of “distribution channel”.
So: a person’s poor distribution ability is actually not a big problem. High-quality content has its own penetrating power, allowing other platforms to see you at a glance. However, poor content, or creation that is too personal and lacks universal inspiration, is difficult to spread widely. So in the end, although the ability of creativity + channel must be grasped with both hands and both hands must be hard, we still have to focus on returning to the essence of the problem, namely:
Continue to produce high-quality content.
There are probably several ways to realize personal branding, and the probability and probability of success decrease in order:
1. High-frequency and high-quality: Rigengpai represented by “Hui Goqi Tan”
2. Low frequency and high quality: In-depth long literary school represented by Susan Kuang and Zhou Ling “Clear Brain”
3. High frequency and low quality: Growing volume players who understand certain creative rules
4. Low frequency and low quality: beginners of personal brand entry
The 4 stages of content creation experienced by a personal brand
It can be seen that it is not the frequency of the content that really determines success or not-because whether you are high-frequency or low-frequency, the high-quality core of the content itself is the fan And the root cause of long-term retention of subscribers. High quality means unique value, which means deep recognition and trust.
“Hui Geqi Tan” and Susan Kuang have explained that both high-frequency high-quality and low-frequency high-quality paths are likely to succeed. Each person’s field of expertise is different, which also determines that he may be more inclined and dependent on different paths to success. .
Creators with low frequency and high quality will face a dilemma: because of low frequency, users may lose quickly and lack patience.
However, because Susan Kuang is a hardcore slash and has a strong productization ability, she solved this problem very well: In English, personal growth and many different directions, Susan built Own rich product matrix. Even if the content update frequency is low, paying users still There are reasons for replenishment and repurchase-they You can choose different products and services and stay on her platform for consumption in those days without updates, without affecting readers and fans to continue to like and support her.
Most of us ordinary people will start building their own personal brand from beginners. Of course, you also know this painful point: I feel that my content is neither unique , The quality is medium to low; at the same time, the frequency of updates is not too high. One or the other is a Buddhist operation-it seems that there is really no advantage in it. Don’t do it, right?
Some novices have achieved rapid fan accumulation, and the dark horses have been killed, all relying on a particularly useful action, that is: daily update, high frequency.
Scrolling from the left to the right of the coordinate axis will help the personal brand to achieve a cold start. This does not have any technical content, but it is just-fighting physical strength and willpower.
However, for those who have always pursued the “high quality” of content, and for those who pursue perfection by nature, it is special to accept “high frequency and low quality” difficultOne thing… I have also sneered at this model.
But after carefully observing the phased success of some people around me, I found a very simple truth: If you want to do a good job in personal branding, especially in the cold start phase to achieve rapid growth, it is impossible to hold the shelf. Achieved.
Want to be known, but also hope that you are already a first-class first-line traffic star hiding behind the scenes. This self-recognition and positioning itself has a huge misalignment with the reality-because you are not a first-line, so you must First squat down to get the flow.
In the early days, winning by quantity and cultivating fans’ reading and viewing habits is exactly what “high frequency” really means.
This set of gameplay is exactly the same as the operation of many micro-business and private domain traffic: the main purpose is to add people quickly, operate quickly, win by volume, and screen high-frequency. The content is not important, the important thing is: I dominate the screen around you every day, “I appear in your eyes every day.” Of course, you still have to make good choices and judgments, that is-be sure to maintain your style and temperament, and don’t let your brand really become out of taste.
These four quadrants are exactly the four stages that a personal brand will go through. To put it bluntly, everyone must move from low-quality low-frequency to the ultimate high-quality high-frequency.
The main threat of volume players is that after reaching a certain stage, they will suffer a cliff-like fan decay. The attrition rate is extremely high. There is only one solution-to improve the quality and level of content, especially the ability to create high-quality content with long-term collection and inspiration.
After observing some high-quality authors around me, I found that the dimension of breakthrough is not limited to the frequency but the depth of the content. In addition to reprinting, high-quality content has been recognized by some industry media and research institutions to become a columnist. I think it is a good path for content creators.
Personal brands need to find a relatively focused area, continue to produce columnized content, and then find a specific target group to gradually open up the situation and influence. Creative ability relies on massive reading, in-depth thinking, the use of advanced tools, as well as exploring patterns from successful personal brands and finding ways to break through content.
The most difficult thing is that when we reach the fourth stage, the ability to copy high-quality content in batches will become the driving force behind the distinction between personal brand weights—that is: everyone can’t get rid of this core proposition:
After reaching a certain stage, achieving breakthroughs in frequency and maintaining the quality of content at the same time will be an ability that a person must train.
Let yourself become a content company: With the ability of the entire industry chain from creativity + execution + post-production + distribution, this will undoubtedly be a huge challenge.
There are several important invisible factors that need to be taken into consideration when personal branding can exert power:
1. Collaboration and conflict between personal career goals, life goals and personal brand goals
2. The account balance of the individual’s time and energy at a specific life stage
3. The high empowerment and endorsement effect of the personal career platform and Title
The probability of completely stripping away a person’s success in his main business and talking about the success of his personal brand is extremely low. People often trust a person who has been successful before and believe that what he says and act is true; it is more difficult to trust a person who has almost no historical background and reference coordinates through the Internet.
Beyond the above complex factors, if you want to quickly make a personal brand, or, as many people say, talk about “personal IP” at every turn, it is a castle in the air. It is not just a personal brand to break through, but also to try to achieve professional success, two-pronged, two-way empowerment!
through sustained efforts and commitment, we are expected to become high-quality creators: win a small part of the depth of trust and identity, creating their own unique products and services, and these people really like their friends.
In the end: voting with your feet is the hardest thing!
About the author:
The sixth person: a columnist, a cross-border marketer spanning Beijing, Shanghai, Guangzhou and Shenzhen, who loves hosting and writing. The sixth person of the public account (connect_yourself) has long explored marketing rules and the road to personal brand success, and strives to become an excellent buyer of good reading and lifestyle!