刘月好提出“内容黄金三角”原则 解码品牌与用户高效对话密码

Core Insights - The article emphasizes the importance of effective communication between brands and users in the digital age, introducing the "Content Golden Triangle" principle consisting of value, shareability, and contextualization as a practical approach to address content homogenization and inefficient communication [1][4]. Group 1: Value - Value is identified as the foundation of the "Content Golden Triangle," requiring brands to create a sense of scarcity in users' minds by providing solutions that address their pain points or emotional needs rather than just functional descriptions [3]. - A case study of Laopu Gold illustrates this principle, where the brand transcended the traditional "per gram pricing" model in the gold industry by leveraging cultural storytelling and non-material heritage craftsmanship, achieving a 60% higher price per gram than competitors and projecting a nearly 200% increase in net profit for 2024 [3]. Group 2: Shareability - Shareability acts as an amplifier, encouraging users to share content voluntarily, with emotional resonance and interactive design being key elements rather than traditional advertising methods [3]. - The example of 999 Cold Medicine's TikTok challenge highlights successful engagement with younger audiences, generating over 7,000 user-generated content pieces and achieving a total view count exceeding 300 million, effectively facilitating the brand's transformation towards a younger demographic [3]. Group 3: Contextualization - Contextualization serves as a connection point, allowing content to resonate in real-life scenarios, transforming one-way communication into a two-way experience [3]. - The Inne Calcium Magnesium Zinc product exemplifies this by extending its calcium supplementation narrative to a high-altitude setting, achieving over 12 million in sales within seven days, with short video content driving 67% of traffic [3]. - IKEA's focus on rental market pain points through "10㎡ rental room transformation" content generated over 820 million in topic exposure and increased offline foot traffic by 35% [3]. Group 4: Overall Strategy - The "Content Golden Triangle" principle provides a comprehensive framework for content operations, urging brands to avoid focusing on a single dimension and instead collaborate across all three aspects to build a complete communication chain [4]. - Future brand content creation is expected to prioritize precision and experiential elements, aiming to establish lasting connections in users' minds by integrating value depth, shareability vitality, and contextual warmth [4].