The first stage: turn advertising into content.

Step 1: find the core concept of the content, the theme and theme of the communication between the brand and consumers. Your slogan, your copy, your vision and your video are all based on this central point.

Step 2: Create content media, which is the core content of the brand, and match with appropriate carriers, such as text, pictures, audio and video.

Step 3: Integrate the content into every information contact point of the brand that consumers can reach. Terminals, channels, users, self-media and publishers fully present content at each contact point.

The second stage: make the content into IP

This IP can be a festival, an activity, a user organization, a person's setting, a scene and the periphery of cultural creation. Then continue to operate and communicate with consumers through IP, such as Wenchuang ice cream, which is common in scenic spots, or KFC's "Crazy Thursday" shared by Little Red House, and self-media people like "Book Dog".

The third stage: turn IP into product realization

Content is not only the accessories and materials of products, but also can be sold, which can help enterprises create new monetization models and profit models. Therefore, the key is to design, iterate and promote your content as a product, then make it monetized and accumulate brand assets and fans.