质方咨询创始人王梦珊：内容是品牌增长的第一杠杆

Core Insights - The forum "Intelligent Manufacturing Going Abroad: Cross-Border New Trends" highlighted the importance of content marketing as a key driver for brand growth in various industries [2][3] - AI is transforming the advertising landscape by automating routine tasks, but the core competitive advantage remains in content creation, which cannot be replaced by AI [3][4] Group 1: Content Marketing as a Growth Lever - Content marketing is identified as the central lever for driving growth across all businesses, regardless of size or industry [3] - The rise of AI is changing the dynamics of advertising, allowing for efficient completion of tasks like data analysis and content creation, but the essence of creativity and insight in content remains irreplaceable [3][4] Group 2: Underestimation of Content Value - The value of content has been significantly underestimated, with companies focusing on numerical sales growth while neglecting the foundational role of content in driving that growth [4] - There is a severe shortage of professionals with the necessary content expertise, leading to a homogenization of content across the industry [4] Group 3: Research-Driven Content Creation - Effective content strategies require thorough market analysis, competitive analysis, user research, and data-driven content strategy output [5] - The example of a hairdryer brand illustrates how a well-researched content strategy can differentiate a product by highlighting its unique advantages [5] Group 4: Future of Brand Strategy - The future competitive advantage for brands will be rooted in their content strategies, moving away from reliance on high-budget influencer collaborations to a more balanced approach with user-generated content [6] - Distributing budgets evenly among everyday users can create a more stable and expansive brand presence compared to traditional influencer marketing [6]