42 Days, 28,573 Words: A Concise Content Marketing Framework

Source | Kong Shou

Marketing has entered the content era, where content replaces advertising as the central carrier of brand building. Content brings transformative changes and unprecedented opportunities to corporate communication and brand management, but also presents new challenges. Overall, content marketing today faces three major challenges— First, the challenge of communication effectiveness: How to solve the problem of consumers wanting to watch and participate? Enterprises engage in content marketing primarily to solve the problem of consumers not liking ads, so they wrap their commercial information in vivid and interesting content. However, content marketing is still marketing, carrying commercial intent. If companies create content purely from a commercial perspective, desperately trying to prove their product's superiority and persuade consumers to buy, consumers will not want to watch. In fact, many companies today, while touting the importance of content, are actually producing another form of hard advertising. Content marketing must balance the company's commercial intent with consumers' willingness to watch—this is a challenge. Moreover, content must not only be appealing but also encourage consumer participation. Traditional advertising is one-way communication; the communication ends once it reaches the consumer. Now brands pursue two-way communication, where the message must spark consumer interest and enthusiasm, trigger participation, discussion, and sharing, and lead to secondary creation to generate more topics and content. This determines the final communication effect. This makes content creation much harder, and the certainty of brand communication disappears. In the past, companies could achieve communication goals by spending money, improving brand awareness and recognition; sufficient media budget meant certain results. But now, money only buys exposure; without triggering engagement, the effect is limited. Whether content can spark consumer interest and participation depends on the quality of the content itself, and is influenced by external factors like platform algorithms and socio-cultural environment, full of chance, luck, and uncertainty. Second, the challenge of brand building: How to establish centralized cognition in decentralized content? Brands represent social consensus—the consistent perception of brand value, image, and culture by a group. Without consensus, a brand loses its meaning. In the traditional era, companies used a slogan, a TVC, and a key visual to conquer the market, running the same ad across all media for the whole year, emitting "one voice." Many companies even spent their entire annual marketing budget on a single advertising slogan, shouting it through strong media like CCTV and satellite TV to make consumers remember it, thus establishing the brand and achieving marketing goals. That slogan represented brand consensus. Just like ten or twenty years ago, many advertising slogans became household phrases and social buzzwords; once a golden phrase formed, the brand soared. Moreover, under the dominance of traditional media like television, the media environment was simple, making it relatively easy to achieve this effect. So when mentioning many traditional big brands, consumers first recall the brand's LOGO and SLOGAN. "Symbol + slogan" was the key to brand building, carrying consumers' memory, cognition, and emotion—this is highly centralized communication. But now the golden phrase effect has disappeared, and the media environment has changed dramatically. Even if companies still invest in hard ads and campaigns, they can no longer use one slogan across all platforms (even if they do, consumers won't remember). Instead, they must develop diverse content forms, design multiple topics, create a series of events, and even run personalized ads based on different consumer attributes. So how to highlight brand appeals amidst such complex information and make consumers remember a central point? In content marketing, companies cannot distribute their brand TVC or key visual to influencers and ask them to post identical content; they must create different content based on platform characteristics and influencer styles. Here's the problem: when content is diverse, scattered, and decentralized, how do you make consumers form a consistent perception of the brand? Many companies today produce and publish a flood of content daily, but consumers don't form a clear and distinct impression of the brand; they can't recall a specific memory anchor, only a vague impression. This means the brand doesn't stand firm; the brand's "form is scattered, and the spirit is even more scattered." Many people complain that branding is ineffective, seemingly doing a lot of brand advertising without forming centralized cognition—the crux lies here. Diverse and scattered content suits platform algorithms but not the human brain's memory patterns. Content should be distributed decentralized, but brands should be built centralized. How to build a distinct brand within scattered content is another major challenge. Third, the challenge of production efficiency: How to efficiently produce massive content? In the past, companies just needed to think of a shiny SLOGAN, create a TVC and key visual around it, and the year's brand work was basically done; the rest was just material extension. Moreover, because a large part of the annual budget was spent on one film and one slogan, companies took it very seriously, spending a lot of time and resources to polish it. For example, when I worked at an ad agency, shooting a TVC often took over half a year: two to three months for strategy and creative development, two months for proposal and revisions, and another two months for shooting and post-production. Advertising creativity is a craft; output quality heavily depends on the creative's inspiration, experience, and insight, requiring time to develop and refine. Now, facing the daily update demands of numerous social media platforms and rapidly changing social trends, companies have higher requirements for content quantity and timeliness. Content is moving toward industrial production and batch replication. In a sense, "content creation" is no longer applicable; it should be called "content production." However, the staffing of corporate brand departments and ad agencies, as well as the entire advertising industry's work philosophy and processes, do not support this model. The rise of AI gives us hope to solve this problem. Although companies are embracing AI, AI's application in marketing is still at the basic level. Specifically, after humans create creative visuals, AI adjusts sizes and extends materials; after humans shoot videos, AI does mashups, turning one video into hundreds of clips; or AI generates portraits to save on stock photo costs and model rights. In recent years, Coca-Cola has also been aggressively implementing AI marketing. Let's look at some examples. In August 2023, Coca-Cola launched the "AI Art QR Code" activity, generating five QR codes that look like art posters; scanning them leads to the Coke Studio music platform to watch different segments of brand music videos. In September 2023, Coca-Cola partnered with Xiaodu in China to launch the interactive activity "Co-create with AI, the Taste from the Future." Consumers upload photos, and AI generates futuristic tech-style photos, claimed to be what they'd look like in the year 3000. In March 2024, Coca-Cola Zero Sugar launched the "AI Spokesperson" activity, where consumers upload photos to generate posters of themselves endorsing the product, share to win gifts, and get a chance to win a year's supply of free Coke. The poster templates, product elements, and copy are pre-set; consumers just add their portrait. In November 2024, Coca-Cola launched a "fully AI-made" Christmas ad in Europe, paying tribute to the classic 1995 Christmas ad "Holidays Are Coming." The creative concept, visuals, and background music are identical to the 95 version, but all details are AI-generated. It's clear that even for a big brand like Coca-Cola, AI's application in marketing is still limited to simple template-based content generation and user interaction, extending human intellectual achievements, not yet capable of producing fully independent, original content with strategic guidance. So how should we use AI better in the future to participate more in content creation? And this isn't just about content production; it also includes content review and regulation. In recent years, many marketing failures and public relations crises have been triggered by small pieces of content—a blog post, an article, a poster, a video, or a topic—either not aligning with current social values or violating marketing common sense, causing user discomfort and backlash. Many are low-level mistakes, even by well-known big brands. The key reason is that the surge in content volume poses a huge challenge for content review; companies cannot monitor every piece of content timely and effectively. Moreover, the huge demand for content has attracted many newcomers to the marketing industry, either as in-house social media editors or user operations, or in new media companies and various agency operations (e-commerce, self-media, private domain, etc.) providing content services. These people often lack rigorous marketing training; when producing content, they only think about attracting traffic and creating topics, without considering whether the content aligns with brand tone and strategic requirements, whether it fits social culture and consumer perceptions, or even whether it complies with advertising laws. This leads to content marketing often being out of control, bringing many potential risks. This is another pain point in content marketing, and also where AI can help. Facing these challenges, companies should realize that content marketing is not just about execution—how to produce viral posts, shoot short videos, choose influencers, or optimize ad placement—but should be a strategic design. Companies should consciously build a content system to better achieve brand building and marketing goals, especially in this AI era, solving the systematic issues of integrating marketing with technology and data, and producing and monitoring content more efficiently. Scenario + Tags: Building a Content Bank In recent years, outdoor camping has become extremely popular. Have you seen live streams selling charcoal for BBQ on short-video platforms? These streams often set up a background of a tent or lawn, creating a scene of BBQ or tea-boiling. The host doesn't just talk about the charcoal's advantages like easy ignition, long burn, or smokelessness, but tells you that buying charcoal now gives you a free grill, plus grill plates, grill nets, oil brushes, tongs, and a full set of BBQ tools, and even a few packs of BBQ seasoning; or a tea-boiling set with a portable bag. In short, the feeling is that if you order now, you can head outdoors immediately with friends and enjoy BBQ without any extra preparation. Everything is designed to make you imagine that scene and trigger the urge to order. Their short videos are the same. Product explanation videos have storylines, explaining product advantages in outdoor scenes with plots of calling friends to BBQ; user review videos take the product directly to campsites, inviting real BBQ consumers to experience and test the product, then film it. It can be said that for content to make consumers want to watch, the first thing is not to sell the product, but to sell the scenario. Scenarios make the product's appearance in consumers' lives more natural; if the target audience has such scenarios in their lives or aspires to them, they'll stop and take a look. Therefore, companies should integrate their products into scenarios and create solutions around them. Content exists to depict consumers' pain points, anxieties, and expectations in scenarios, fully showing how the product solves problems, brings results and benefits, and tells them when and where to use it, naturally incorporating emotions and experiences. This way, consumers will become interested and aspirational, and be successfully "planted" (influenced). The human mind always interprets abstract concepts through specific scenarios. A friend who does live streaming told me that when selling sportswear, setting the video background on a street generates more sales than a sports field, because a sports field implies the clothes are only for sports. This means scenarios can stimulate or define people's imagination about a product; content based on scenarios better influences consumer perception of the brand. There's a saying in the industry: brands sell aspiration; advertising is the dream-making business. This sense of aspiration is created through scenarios. Take projectors, for example. Common keywords for this category in seeding content are "personal home theater," "stay-at-home happiness," "ultimate after-work enjoyment," etc. This scenario evokes the image of lying in bed or on the sofa after work or on weekends, opening a drink and snacks, and comfortably watching a favorite movie—the ideal life for office workers. In fact, consumers don't want the scenario itself; they buy the product to have that scenario. Another thing content must do to make consumers want to watch is to embed emotions into scenarios as much as possible. You can't stir emotions by shouting slogans; you need to depict scenarios and create atmosphere. Scenarios let brands participate in consumers' life plots and emotional narratives. For example, many cooked food sellers on short-video platforms show a person drinking alone after work, telling you "a man's happiness is this simple"; or create a heroic drinking atmosphere to show masculinity. I've also seen a Northeast smoked chicken brand whose videos are set on green trains, showing strangers from Northeast China bonding over a chicken and a bottle of liquor, eating and drinking together at the small table. This scenario presents the unique straightforwardness of Northeast China, the kindness and simplicity between people, evoking nostalgia. Content with scenarios gets traffic and helps sell products. Another example is the "bestie machine" (闺蜜机), one of the hottest electronic products in 2024. It's essentially a large tablet with a floor stand, movable, with built-in games, exercise, and drama streaming. The name "bestie machine" emphasizes its targeting of women's home scenarios—not just a functional big screen, but providing companion-like emotional support, becoming an "electronic bestie" or "stay-at-home electronic pet" for women living alone. In seeding content, it uses phrases like "more useful than friends," "available anywhere at home, anytime," to activate emotional connections with users. For companies, content marketing shifts from product-oriented to user-oriented, inspiring content creation. Without scenarios, companies easily create content from their own perspective, only explaining product functions, quality, and technology, falling into a self-talk loop. With scenarios, creating content from the angle of providing solutions and emotional value makes people want to watch. Like the live stream above, if they just talked about charcoal, consumers wouldn't be interested. Especially, with scenarios, companies can naturally create a large amount of diverse content, integrating multiple content types around the scenario, gathering text, images, videos, events, topics, and other materials, thus building a vast content bank and establishing a strong content middle platform. At the end of 2024, there was another viral product called "kiss candy" (接吻糖). Its two selling points: first, it freshens breath and leaves a lasting fragrance; eat one before a date to avoid awkwardness during intimate contact and leave a deep impression, creating long-term memories of sweet moments, hence called a date essential; second, the product is shaped like a tongue, pink with a grainy texture, feeling like a kiss in the mouth—a very unique experience. Eating candy before a kiss—that's a scenario. Fresh breath and leaving a fragrance memory are the user's tasks in that scenario. With this scenario, many bloggers created numerous product review videos testing whether it really feels like a kiss; they also created many romantic and date-related plot videos, like hoping the other person remembers the taste of the moment, recalling this scene. With lots of content, the product sold exceptionally well, with many shops selling out. The seeding name "kiss candy" itself carries a scenario, and it also tags the product with a series of labels, targeting the audience, better conveying product experience, consumer benefits, user image, and emotional value. Look at the "girl group water" (女团水) that went viral in March 2021. It's actually a homemade drink made with fruits and other ingredients, said to originate from a Korean girl group member who shared a weight-loss method on a Korean variety show. The method was then dubbed "girl group water" and heavily promoted by many self-media accounts and consumers. The name suggests it has magical effects: drink it daily to easily lose weight and get a girl group figure. So "girl group water" is a vivid, distinct label, implying consumer benefits and defining the consumer image. Although not scientifically proven, it hits many people's pain points and satisfies their aspirations, plus the simple method and attractive appearance made it go viral, standing out among many weight-loss methods. For more specific scenarios in consumers' lives, "girl group water" spawned a series of product formulas like "de-grease water," "oil-scraping water," "weight-loss water," "poop water," "period water," "eye-care water," "bare-face water," "whitening water," "anti-binge water," etc. This provides a content framework for self-media bloggers, allowing them to create content based on this template, publishing drink recipes and methods for specific scenarios, sharing results and experiences, describing visible benefits and personal stories. "Girl group water" is like a content bank, storing a large amount of content assets. Countless bloggers create content and deposit assets—and these contents are tied to specific scenarios with clear labels, so many consumers are influenced, start imitating, and participate in secondary creation, i.e., withdrawing content and depositing again, forming a positive cycle of compounding interest. Thus, since 2021, "girl group water" has become a long-lasting internet meme, with lots of content generated every year, especially in summer, and matched with specific brand products like Nongfu Spring's Oriental Leaf tea and Suntory oolong tea. Many people design recipes around these products and share hidden drinking methods. The popularity of "girl group water" also directly boosted sales of Nongfu Spring's infant drinking water (commonly called "maternal water"). Since this product is 1L, with a large capacity and wide mouth, and designed for easy holding and carrying, many consumers buy it to make "girl group water." Plus, the packaging is attractive, making it perfect for photo ops, directly boosting sales. Originally, "maternal water" was only for making baby formula, a narrow scenario, but with "girl group water," the scenario expanded dramatically, and sales soared. Later, some alcoholic beverages like RIO, Guolifang, and even beer and baijiu started borrowing this play. For example, mixing Guolifang with Yuanqi Forest sparkling water is called "bestie gathering," with tea pi is "goodnight gathering," with RIO Strong is "heartbreak gathering," with Want Want milk is "slacking gathering," etc., creating a large number of cocktail recipes, generating massive content, and inspiring consumer imitation and DIY. And these date gatherings, weekend gatherings, girl gatherings, brother gatherings, confidante gatherings, longing gatherings, love gatherings, heady gatherings, rave gatherings, health gatherings, house party gatherings... each gathering is a scenario. (Images from Xiaohongshu users: 小雯喝一杯, 芋泥丸子) The "girl group water" play helped these brands build a huge content library. The essence is to cut into countless niche scenarios, create unified labels, and under the guidance of "scenario + tags," companies can create massive content and continuously accumulate content assets. To build a brand and enhance brand assets like awareness, associations, and loyalty, companies used to rely on advertising; now, on one hand, they rely on audience assets—continuously accumulating fans and loyal customers through user operations. People are the subjects who cognize and remember brands. On the other hand, they rely on content assets—the more quality content a company owns, the greater its brand influence and voice. Content is the carrier of brand value and image. I. Consumer Profiling To accumulate content assets, you need to build a content bank. To build a content bank, first draw a more precise consumer profile based on "scenario + tags." In the past, brands profiled consumers mainly based on demographic factors like gender, age, occupation, city tier, income level, marital status, and family structure, which describe the most basic population characteristics. Next, add psychological tags like personality traits, interests, content preferences, and lifestyle, to understand the target audience's daily preferences, consumption views, media habits, and content types they prefer. This helps us gain insights and infer deeper values and motivations to guide creative development and media strategy. In customer operations, based on sales data, analyze different buyers' average order value, purchase frequency, and habits, distinguishing their level of brand contact and decision path, and tag users with behavioral labels, which help segment customer structure. This seems like a complete consumer profile, but anyone who has worked in an ad agency or brand department knows that a brief with only age/gender/city cannot inspire creativity; there's no creative spark, and you don't know what kind of creative will resonate with the target audience. Psychological traits are mostly derived from research, often vague and not deep enough, with no significant difference from other groups, making it hard to guide creative direction. So besides these conventional dimensions, we should also depict the target audience's specific life scenarios. What are the occasions and timings when they might consume the product, such as morning, afternoon, bedtime, at home, office, social, commute? When and where do they appear daily, and where do they shop, like malls, convenience stores, office buildings, sports fields? In these scenarios, what specific problems, pain points, and emotional states do they have? These scenario data are highly inspiring and guiding for content creativity, media strategy, channel strategy, and terminal promotion. Like the Oreo Cloud Cake case, its first scenario is breakfast, targeting new mothers. With the breakfast scenario, "new mothers" transforms from an abstract concept into a vivid, real existence; we can immediately understand their pain points and psychological state, and find the product's meaning for them (making creative and media strategy easier). The second scenario for Cloud Cake is late-night snacks, targeting young people and college students. The late-night scenario covers a wide range of people, but young people are more concentrated and emotionally charged in this scenario. With the late-night scenario, the brand can more easily reach young people and resonate with them. We need to capture the target audience in scenarios. II. Content Library Second, use "scenario + tags" as a framework to guide content creation and build a content library. In content marketing, there's an important concept called keyword library management, which means seeding content should include various keywords consumers might search for. Content marketing should embed keywords and organize the content library according to the keyword library. The keyword library mainly includes these types— 1. Product/Category words: The brand's main product name and its niche category name, ensuring consumers searching these terms find the brand first; 2. Functional selling point words: Describing product efficacy and the benefits and advantages it brings to consumers; 3. Scenario words: When, where, and under what circumstances consumers buy and use the product; 4. Audience words: Descriptions of the target audience to create a sense of identification; 5. Style/Emotion words: Words expressing brand style, persona, and product design style, as well as consumer psychological states, and the emotional value and meaning the brand brings to consumers.

1. Product/Category words: vacuum cleaner, hair dryer, smart cleaning, etc.
2. Functional selling point words: fluffy, non-damaging, styling, black tech, etc.
3. Scenario words: pet raising, home, fitness, etc.
4. Audience words: middle class, young girls, family, etc.
5. Style/Emotion words: fashion, trend, girlish heart, happiness, etc. Another example is the new clothing brand bosie. Relying on its "genderless" style, it achieved sales of 140 million in its first year in 2018, becoming the fastest new brand to break 100 million on Tmall men's clothing; its hit product Little Prince down jacket did 10 million in sales during Double 11 in 2018, selling 60,000 pieces over the next two years; in 2021, overall sales exceeded 1 billion. In its development, content marketing played a significant role in growth. Its content keywords include—
6. Product/Category words: summer short sleeves, shirts, tie-dye jeans, knit cardigans, hoodies, Little Prince down jacket, cactus T-shirts, etc.;
7. Functional selling point words: domestic quality selection, niche national trend, slimming, affordable, boyish, designer brand, celebrity-favorite trendy store, male celebrity private wear, 100 yuan to get idol's same style, etc.;
8. Scenario words: date outfit, exhibition outfit, office outfit, early autumn outfit, weekly commute, camping shirt, fresh boy date outfit, etc.;
9. Audience words: new star humans, students can afford, steal boyfriend's wardrobe, save boyfriend's outfit, female college student outfit, cool girl outfit, sweet girl look, high-sweet couple outfit, bestie outfit, parent-child outfit, pet outfit, etc.;
10. Style/Emotion words: cool, quirky, grandma's, retro, preppy, gentle boyfriend style, high-end childlike, boy who never grows up, sweet and salty, genderless, bold young attitude, clean outfit, plant-based outfit, relaxed outfit, lazy outfit, dopamine outfit, etc. Among these keywords, scenario words should come first. As I've always said about the scene-person-product logic, consumers and their needs are found in scenarios, and product value is validated in scenarios. So, use scenario words to bring out audience words, and functional selling point words and style/emotion words are actually the benefits, experiences, and values consumers get in specific scenarios—the three types of tags mentioned earlier. Finally, naturally incorporate the brand name and product/category words into the content. Scenario words + audience/benefit/emotion words + product/category words is a more logical keyword structure. Content building requires deep study of scenarios, using scenario-based content to connect with target audiences, uncover user tasks, present user benefits and experiences in scenarios, capture user emotions, and highlight core brand tags. Another common tool in content marketing is the seeding name (种草名). Many brands give products a seeding name to make them easier for consumers to understand and remember. Seeding names usually fall into three categories: One is describing product packaging or visual features, like Little White Bottle, Little Light Bulb, Big Red Bottle, Red Waist, etc.; Two is using colloquial techniques or rhetorical devices like exaggeration or metaphor to highlight product functional benefits, like Fairy Water, Girl Group Water, Mom-Made Mask, etc. This is essentially a tag; Three is scenario words, like Kiss Candy, Selfie Screen, (Victoria's Secret) Rave Bra, etc., emphasizing that the product is a solution for a specific scenario. Let's look at a complete case: Wonderlab (万益蓝). Wonderlab has multiple categories of health products, with over 10 types of probiotics as its main products. Despite the many products, consumers don't feel confused when purchasing because Wonderlab provides a detailed buying guide telling you which probiotic suits which people and scenarios. For example, targeting adults, children, women, the elderly, and allergy-prone groups, focusing on scenarios like weight management, bad breath and social contact, menstrual care, and spring respiratory allergies. Around weight management, Wonderlab created a product combination called "Early B Late S." Among them, B420 probiotic targets people who "can't control their mouths" in dining scenarios; it should be taken half an hour after breakfast or lunch to control energy intake, allowing "eat freely with less worry." S100 should be taken half an hour after dinner, targeting people who "can't move their legs" after meals, and those with late nights and slow metabolism, aiming to boost energy metabolism and give you a "light and good figure." If the weight base is large, B420 also has a strengthened version, BODY100. These three products are called the "big meal CP." They give specific scenarios, clear audiences, clear consumer benefits, and share detailed consumption methods and processes—this is the secret to successful seeding. (Recently writing about Wonderlab, I see it as soon as I open Taobao) Another example is Wonderlab's white kidney bean pressed candy. White kidney beans contain a natural amylase inhibitor that reduces the conversion of starch in food to glucose, so taking white kidney bean extract before eating high-starch foods can help control sugar and reduce fat. So this product focuses on specific scenarios like hotpot, ordering takeout at work, holiday gatherings, and business trips where it's hard to resist high-carb diets, targeting young women, fitness enthusiasts, sedentary office workers, and those prone to weight gain, providing a solution to control calories before meals and block energy intake. The product claims "Chew 2 tablets before meals, control calories and eat freely," "2 tablets before meals, triple strike on sugar, carbs, and oil," and it also gave itself a seeding name "pre-meal control tablets." Its core content marketing messages are all scenario-based. And Wonderlab's milk thistle capsules. This product focuses on liver protection, so promotion uses late-night scenarios as the main, with smoking, drinking, socializing, and daily takeout as auxiliary scenarios that may burden the liver, targeting office workers with the claim "Stay up late without liver damage, comprehensive protection." Even the product's Taobao header image has a background of a night office desk, with big copy like "Staying up late = draining liver blood, 100% milk thistle truly nourishes the liver," "1 capsule daily for a clean liver, feels like you didn't stay up." In keyword library usage, "Early B Late S" scenario words include emergency for gatherings, big meal savior, fitness partner, 30 minutes after meals, etc.; audience words include sedentary, fitness enthusiasts, slow metabolism, large base, etc.; functional words include appetite suppression, sugar control, accelerate fat burning, fit back into size S, etc.; emotional words include lying down to lose weight, visible results, etc. From a technical perspective, with the "scenario + tags" framework and its guiding keyword library, we can better command AI to produce content—this is the "prompt engineering" of content marketing. Through keyword library management, companies can organize a content ecosystem around scenarios, embedding keywords to generate a massive content library. On this basis, companies then consider specific content formats like product reviews, science popularization, good product sharing, collection lists, and execution details like viral post formulas, templates, headline techniques, cover image selection, and comment section interaction. Moreover, the consistent use of these words across different content helps build a unified brand tag and a clear, distinct brand perception. Like Wonderlab, each product's seeding is tied to scenarios and audiences, providing perceivable benefits, visualizable effects, demonstrable functional principles and ingredients, emphasizing scientific evidence at every step. Combined with product design, VI, and event marketing, the overall brand perception formed is scientific, beneficial, fashionable, and convenient, making consumers fully understand its brand proposition "Beneficial, with reason and evidence." When building a content bank, companies should first find core scenarios, and around the pain points, experiences, and emotional states of consumers in those scenarios, design a series of brand tags. Alternatively, based on target audience and product attributes, design core tags first, then embed them into different scenarios in consumers' lives—this is the new era of centralized brand building. Like Haidilao, today consumers can't recall its LOGO or SLOGAN, but they have a clear and consistent perception—good service experience, suitable for family and friend gatherings. That's Haidilao's core tag and scenario. Haidilao can create varied content on different platforms, but different content collectively highlights and reinforces the same scenario experience and cognitive tag, from which Haidilao's strong brand power comes. If today they still created a chili symbol or a slogan like "Haidilao, good service," and then spent on hard ads across major media to build the brand, that would be back to the traditional era, with poor communication effects. III. Influencer Strategy Finally, use the "scenario + tags" framework to guide influencer selection and media placement. In the past, when selecting influencers for content marketing, brands mainly looked at three things: One is the influencer account's basic data (like follower count and profile, read/play/like counts, comments and interactions), Two is content quality (viral post rate, update frequency, originality, authenticity, account health), Three is commercial value (cooperation fees, ROI, conversion rates, past commercial cases), to judge and select influencers. Then, brands would also form an influencer matrix strategy based on their development stage and marketing goals, allocating head, waist, and tail influencers and ordinary users in proportion according to follower tiers. Among them, head influencers are responsible for boosting brand exposure and brand quality; waist influencers strengthen product awareness, improve seeding efficiency, and penetrate specific circles; tail influencers create authenticity and brand popularity atmosphere; ordinary users are used for volume. From a scenario perspective, when selecting influencers, companies should first look at the scenario fit between the influencer and the brand—whether the influencer's content vertical, persona, and style match the brand's main scenarios. The ultimate goal of influencer placement is to better reach the target audience and create high-quality content the brand wants; only scenario fit can achieve this. Like Oreo Cloud Cake focuses on family breakfast scenarios, so it mainly chooses maternal and baby bloggers. Estée Lauder DW foundation focuses on outdoor sports scenarios, so it mainly chooses fashion and outdoor sports KOLs for seeding; their content can better present the product's value in outdoor scenarios, improving authenticity and credibility, and reaching consumers interested in outdoor sports. Besides the mainstream model of finding audiences in scenarios, brands can also lock onto the target audience, look at their typical life scenarios, and find media and channels that can penetrate those scenarios. For example, an international luxury perfume brand targets urban refined women. If the brief only lists demographic factors, the person receiving it would be at a loss. The brand's research found that the target audience loves travel and food, and attends concerts and art exhibitions in daily life. So the brand created content around these scenarios and sought influencers in related fields for promotion. For example, collaborating with food bloggers, the seeding content talks about Western cuisine, using the order of appetizer-main course-dessert to analogize the perfume's top, middle, and base notes, thus reaching urban women interested in food while fully considering brand tone and value. This case is a minimalist example of using the "scenario + tags" framework to guide consumer profiling, content creation, and influencer placement. Scenario Scripts Drive IP + UGC Scenarios first solve the problem of how to make consumers want to watch content—that is, how companies should create content themselves. Next, let's look at how to stimulate consumer participation—that is, how to get users to help produce content. This is UGC, User-Generated Content. In the entire content marketing system, broadly speaking, we can divide content into two major modes: one is enterprise-produced content, which includes BGC (Brand-Generated Content), PGC (Professionally Generated Content), and OGC (Occupationally Generated Content). I group them together because whether it's brand self-made content, paid influencer content, or third-party agency and professional media producing special reports and PR articles, they are essentially paid communication by the company, producing professional, polished, complete content that meets brand strategy requirements and carries obvious commercial intent. The other major category is user-generated content. UGC is spontaneous user behavior without commercial traces; the content itself is more raw and rough, but its role in modern communication is undeniable. For consumers, UGC is more authentic and credible, subtly influencing decisions, while enterprise content is very commercial and deliberate, inevitably making consumers wary and suspicious. For content platforms, they naturally welcome and encourage UGC, giving it more traffic support; while enterprise content is inherently suppressed, requiring payment for traffic. This is both for the platform's profit and to protect the platform's authentic, rich, and diverse content ecosystem. For enterprises, consumer participation (sharing, discussion, especially secondary creation) is a hallmark of successful brand communication. The industry likes to use terms like "screen-brushing case" or "phenomenal" to evaluate communication effects, but the only standard for truly going viral is the generation of a large amount of UGC. Without widespread consumer participation, it's not going viral; spending money on hard ads for reach is just brainwashing. Therefore, in communication and promotion, more important than enterprise-produced content is stimulating consumer-produced content. However, UGC also has the problem of being hard to stimulate and uncontrollable; it's not something a brand can have just because it wants it. Moreover, UGC quality varies, and it doesn't cater to brand needs or consider brand tone and philosophy, so it may not be what the brand wants. So how do we stimulate UGC and encourage consumers to create quality content for the brand? According to the Fogg Behavior Model (B=MAP), a behavior requires three elements: motivation, ability, and prompt. The same applies to getting consumers to create for the brand. First, consumers have no interest or motivation to create for the brand. Users create content to show and share their own lives and run their own accounts; brand products, even if they appear in their content, are more just life backgrounds and props. Second, content creation has high ability requirements, especially in the short-video era, where the threshold is higher; not everyone can create, especially ordinary people who lack high original ability. Finally, even if consumers have motivation and ability, without environmental stimuli and prompts, they won't spontaneously think of creating for the brand. Let's first look at the motivation issue. Consumers have a daily behavior called "showing off" (晒), which is actually actively posting brand-related content. Consumers are willing to show off brand products because it provides them with two types of value: One is symbolic value—the brand represents the consumer's life, showcasing their identity, image, social status, unique personality, taste, aesthetics, and lifestyle. This value is mainly provided by high-end luxury brands or niche aesthetic brands. The other is social currency. When a brand is particularly hot recently, at the forefront of trends, with high topic heat, and everyone is paying attention and discussing it, consumers are willing to show it off when they buy or get close to it. Because it represents talking points and proves the consumer embraces new things and ideas, stands at the forefront of fashion, and stays consistent with society and others. For professional self-media, they especially actively post related content because it means traffic. Examples include the sauce-flavored latte in 2023, Xiaomi cars since 2024, and this year's (2025) two hottest topics: Labubu and Suchao (Jiangsu City Football League). In the first half of this year, many people showed off their Labubu purchases, and many self-media analyzed Labubu's success secrets, interpreting the social psychology and cultural changes behind it. Even celebrity Yao Chen posted on Weibo showing off her limited-edition Labubu bought in previous years, jokingly calling it her only profitable investment, which led to several hot searches. Another example is Suchao (Jiangsu Provincial City Football League). Jiangsu Province has been a meme on the internet in recent years, like "bulk Jiangsu," "Thirteen Taibao," "Huijing," "Suzhou has no airport," etc., with netizens creating many jokes, funny images, and emojis. When Suchao emerged, these old memes were all used again; and many new memes were derived, like "Taihu Three Fools," "Changzhou Diaozhou Jinzhou," etc. This gives us two insights. First, to stimulate UGC, companies need to do their own brand building, strengthen value marketing and brand culture output, and integrate the brand into larger social emotions. That is, give the brand more added value, enhance its topicality and social popularity. Second, more importantly, build brand IP. Labubu, Lei Jun, and Suchao are typical work IP, persona IP, and event IP. IP is the productization and branding of content. When producing content, companies should package content as an independent product, solidify rituals, and operate it like a brand, giving it names, symbols, emotions, and personas. IP is an upgrade of enterprise content. With IP, companies have a sustainable marketing position to engage fans and a source of topics. Because IP can continuously provide topics and traffic, attract consumer attention and participation, it can stimulate ordinary users' motivation to create content, provide inspiration and materials for creation, and the hot atmosphere created by IP also provides a prompt for UGC. When a large amount of UGC is generated, content forms repeatedly used in UGC—like phrases, symbols, gags, BGM—will emerge and become internet memes (i.e., memes, MEME). And memes further stimulate users' secondary creation enthusiasm, forming larger-scale imitation and following. In today's media environment of diversification, fragmentation, and high barriers between platforms, memes may be the only cognitive means that can break through platform barriers and penetrate consumers' brain filtering mechanisms. Because memes represent social consensus and can form social trends. In the past, companies just needed to advertise on CCTV to reach nearly a billion people and form nationwide brand influence. But now, no single media can do that; perhaps only through memes can we consolidate consensus, stimulate users' widespread participation and creation, and use memes to cross platforms and generate UGC. The power of memes can even spill over overseas, forming global influence, like "Old Money" is a global hot meme. From a brand building perspective, IP and memes carry brand memory, are new anchors for consumer brand cognition, and are important components of brand assets, like McDonald's "McGate," Crocs' "Hole Gate," Huawei's "leading far ahead," etc. Another example is Xiaomi. Today, the first thing people think of is Lei Jun. The IP building of Lei Jun and Xiaomi's executive team, along with continuous content output, has spawned many hot memes like "Not convinced? Run a score," "Are you OK?," "Liang Factory/Coarse Grain Factory," "Persuading executives overnight," etc. Brand-driven upgrades become IP-driven, and meme communication replaces SLOGAN communication. Together, they build Xiaomi's brand influence and public opinion heat, which are important factors in Xiaomi's brand, especially the outstanding achievements of Xiaomi cars in recent years. Another example is KFC. Today, when mentioning this brand, many people probably can't recall its advertising slogan, but think of "KFC Crazy Thursday" and "V me 50." For its brand building, KFC today doesn't need to invest in hard ads to promote the slogan "Always Tasty," but to build the "Colonel" IP and create brand content around it; to operate "Crazy Thursday," distributing its various jokes, meme images, and emojis. Despite the massive and fragmented content, consumers ultimately form a clear and distinct perception of KFC—fun and meme-worthy—with specific cognitive anchors—Crazy Thursday and the Colonel. Besides focusing on consumption scenarios and designing brand tags, IP + memes is another means of building a centralized brand. As mentioned earlier, a company's content system can be divided into enterprise-produced content and user-produced content. From the company's perspective, IP is the center of enterprise content. Companies shouldn't just produce a bunch of fragmented content, but create branded content products, solve the problem of loose, centerless, anchorless content structure through IP, make IP the carrier for creating fans and stimulating user participation, and use IP to create topics and traffic to provide materials and prompts for UGC. From the user's perspective, memes are the center of user content. Memes emerge from UGC and in turn drive UGC resonance. Memes play the role of unifying content and solving the problem of user participation. In the traditional era, companies centered on "LOGO + SLOGAN", created "TVC + key visual" for media placement, forming cognitive intensity. This is typical centralized brand building and centralized content distribution. Now, companies should center on "IP + memes", lead enterprise-produced content, and stimulate user-produced content, building communication density through massive UGC. This is typical centralized brand building and decentralized content distribution. To summarize with a formula: "IP→UGC⇄Meme". IP is the prerequisite for UGC; it can mass-produce memes, forming a surge of UGC. Memes and UGC mutually stimulate each other; memes come from UGC, and after creation, they trigger consumers to imitate en masse, boosting UGC, becoming a catalyst for viral spread and social trends. From a brand perspective, the process of creating memes is actually about those keywords in the "scenario + tags" vocabulary that have high value attributes (providing emotional and cultural value to consumers) and carry a call to action, being reused by consumers, triggering massive secondary creation, thus becoming replicators in content communication. Like Ralph Lauren's "Old Money," Huawei's "leading far ahead," and the milk tea industry's "Autumn First Cup," these are both anchors for presenting brand value and influencing user cognition, and drivers for brand diffusion and user action. The existence of IP can provide motivation and prompts for user-generated content, igniting user creation enthusiasm, but user-created content may not be valuable to the brand or align with brand tone and style. To encourage users to create the content the brand wants, the key is to create scenario scripts. If IP is a sufficient condition for UGC, then scenario is a necessary condition for UGC. Companies should first build scenarios and set examples, providing users with demonstrations and demonstration effects. This step may derive IP; in fact, most work IP and event IP are born from scenarios. Second, the brand should provide a creation template for users to replicate—this is the scenario script. This not only lowers the difficulty of user creation but also guides and regulates user-created content, leading users to create the content the brand wants. Just like Douyin's most important mechanism to encourage user creation is "shoot the same style" (拍同款), which is the platform selecting high-quality creation templates for users to imitate. With the power of examples and topic traffic, more users' interest, passion, inspiration, and creativity are ignited, and in imitation, real creation emerges, producing more excellent original works and hits. So, whether it's enterprise content or user content, it needs to be created based on consumer life scenarios. Especially to trigger user co-creation, the key is to create scenario scripts, which can effectively enhance users' ability to produce content and help companies establish their own content paradigm. Let's look at Insta360; this is how it does it in overseas markets. Since its founding in 2015, Insta360 has targeted the global market, with overseas revenue accounting for over 70%. In June 2025, Insta360 officially listed on the Shanghai Stock Exchange's STAR Market and was selected for the 2025 BrandZ China Global Brand 50, ranking 24th [1]. According to Frost & Sullivan data, as of 2023, Insta360 has ranked first in the global panoramic camera market for six consecutive years, with a market share exceeding 67%, expected to reach 81.7% in 2024. In 2017, Insta360's revenue was only 1/40 of GoPro's, but by the first half of 2024, it had overtaken GoPro [2]. The action camera market is fiercely competitive, and content marketing has been key to helping Insta360 find a market breakthrough and stand out. On social media, it doesn't hard-sell or lecture boringly, unlike traditional tech products that focus on hardware specs; instead, it fully showcases product usage scenarios and creative play to attract users. On major overseas social platforms like Facebook, Instagram, X, YouTube, and TikTok, Insta360 is active, updating creative videos almost daily. As of April 2025, Insta360 had 2.34 million followers on Instagram, with over 10 million interactions on posts [3]. On the enterprise-owned content side, in July 2016, when launching its first consumer product, the Insta360 Nano, it strapped the camera to an eagle. As the eagle hunted and soared, viewers could clearly see the eagle's head and the 360° scenery around it. This unprecedented "eagle-eye perspective" greatly satisfied people's curiosity and brought panoramic cameras into the public eye. The Nano gained millions of users' attention and discussion within two weeks of launch, even becoming the first Chinese smart hardware product recommended by Facebook. The "eagle-eye" panoramic aerial video was Insta360's first real market recognition. Since then, with each new camera release, Insta360 straps it to an eagle and flies it. In November 2022, a video of an eagle flying over the nature reserve around Neuschwanstein Castle in Germany garnered over 10 million views across major social media [4]. The eagle video has become a proprietary IP for Insta360, built on a unique usage scenario. In 2022, on Insta360's 7th anniversary, it upgraded its global SLOGAN from "Chase Adventure" to "Think Bold." To make more consumers aware of the new brand proposition, Insta360 still followed content marketing thinking, encouraging users to create content and share their "Think Bold" stories on social platforms. To this end, in February 2022, Insta360 established the Think Bold Challenge Fund, soliciting the boldest creative ideas globally, providing funds, cameras, and technical support for shooting and editing to help people implement and complete videos. This project has successfully produced over 20 viral videos with millions of views. Subsequently, Insta360 launched a sister project, the Think Bold Hero Fund, soliciting the boldest public welfare deeds. In February 2023, Insta360 released a short film "Assemble! Mountain City Knights" co-produced with Chongqing Communist Youth League and Chongqing First Eye, paying tribute to the heroic motorcycle knights who assisted in firefighting during the Chongqing mountain fires. This is also a vivid case of moving from brand-driven to IP-driven, using content to shape the brand. On the user content side, Insta360 is a model for scenario-driven UGC. It collaborates with many social media influencers, mining the diverse usage scenarios of its products as much as possible, using various novel and creative plays to unlock users' creative desire and help people express themselves. This approach has brought Insta360 a large number of loyal Gen Z content creators, generating massive UGC. The most representative is #NoseMode#. In November 2021, a Japanese KOL had a whimsical idea: he put the Insta360 panoramic camera in his mouth and filmed himself running. The highly creative visual effect began trending on major global social media. Insta360 quickly launched the #NoseMode# themed challenge, inviting global users to join in. This triggered a global imitation craze, with dozens of videos reaching millions of views, with CrazyDudePaul's "Bee Grandpa" video being the most viral. Insta360 was nominated for the 2022 YouTube Streamy Awards Brand of the Year. As of May 2024, #NoseMode# topic videos had accumulated 5.85 billion views across the internet [5], significantly enhancing Insta360's brand assets. Additionally, Insta360 launched other co-creation topics like #TinyPlanet#, inviting users to turn panoramic photos into "small planet" effects. This topic accumulated 620 million views in 2022, driving a 130% surge in search volume on Amazon US; In 2023, Insta360 invited users to use the new "invisible selfie stick" feature to shoot aerial-like visuals, under the topic #NoDroneNoProblem#, which garnered 238 million views on TikTok; Since 2025, Insta360 has also had the popular #大头钉环游地球# (Thumbtack Travels the World) activity, with nearly 700,000 notes on Xiaohongshu by the end of April [6]. Topics like these first come from real usage scenarios. For example, the "invisible selfie stick" feature was developed after Insta360 identified the pain point of skiers wanting to film dynamic skiing footage. In skiing scenarios, users wanting to capture dynamic shots would need to hire a photographer at high cost, with high requirements for the photographer's skiing skills; if users wanted to shoot themselves, they'd need to place a camera on the ground and constantly adjust its position, which is cumbersome. So Insta360 developed a third-person perspective invisible selfie stick. This feature, beyond skiing, spawned many new uses. In 2023, Insta360's marketing director Yuan Yue said in an interview with Daofa that Insta360's product innovation follows three principles: don't care who the user is, preset scenarios, and lower the usage threshold [7]. Because users are fluid and may appear in multiple scenarios, like both traveling and skiing, and their product needs differ across scenarios. So Insta360 values fixed scenarios, setting different usage scenarios for each product, matching functions, optimizing user experience, and striving to make camera use easier. Insta360 found through statistics that users mainly use panoramic cameras in three major scenarios: sports shooting, recording needs in specific scenarios (like travel, weddings), and daily life recording (like parent-child, pets) [8]. So on social media, besides the usual unboxing and review content from influencers in the smart hardware industry, Insta360's content is mostly various usage scenario content. Especially with the recent boom in the outdoor economy, Insta360 has abundant usage scenarios, spawning more novel camera plays, and its content volume and topic count are rising year by year. These usage scenarios constitute users' brand perception of Insta360 and create brand tags. On overseas social media, Insta360's popular usage scenarios include ski selfies, TinyPlanet, and live streaming from NASA's Mars rover, According to DT Business Observer data, in the past year (as of April 2025), on Reddit, there was a lot of content about Insta360 related to auroras, star time-lapses, and more extreme sports scenarios, giving Insta360 a perception of creativity and hardcore tech [9]. In consumers' minds, Insta360 is not just smart hardware but a trend culture, a lifestyle that helps people release creativity and express their personality and attitude. On Xiaohongshu, scenarios are more everyday, like recording travel, swimming, flowers, pets, etc. "Taking Insta360 to ski" has 920,000 notes on Xiaohongshu, and cycling has over 810,000 notes, giving Insta360 tags like cute, healing, adorable, funny, and beautiful—words frequently appearing in user reviews [10]. The wonderful moments captured by Insta360 products drive users' creative desire. Content inspires content, and content breeds more content. Insta360 also aggregates scattered content into topics like #Insta360Challenge, attracting users to post content with official topic tags. Additionally, Insta360 monthly releases #Best of Insta360# selected content, with single posts often exceeding 10 million views. These centralized content measures further highlight the brand imprint. With UGC feeding back to the brand, its growth becomes smoother. From Insta360's case, we can see that scenarios are the stage; they can write scripts in consumers' lives. When companies set scenarios, they provide users with a stage, letting users perform according to the script written by the company, naturally generating UGC, forming a communication effect of the company building the stage and users performing. More specifically, the six elements of a scenario are the components of a script. Among them, the timing and place of the scenario provide environmental atmosphere and background information for user imitation; the role relationships and emotions in the scenario constitute dramatic conflict and plot; the process and rituals provide key actions and highlight moments. With roles, plot, conflict, and environmental scheduling, the script appears, and everything is ready, waiting for users to take the stage. Let's look at the Guolifang case to see how scenarios create scripts. Guolifang is a fruit wine brand under Jiangxiaobai (now the company is called Bottle Planet), or fruit liqueur. It has a low alcohol content, over 30% fruit juice, and a fruity aroma. But like all innovative wine types, its biggest problem is the lack of a mainstream drinking scenario. Formal banquets call for baijiu, casual gatherings call for beer—when do you drink Guolifang? Guolifang observed that young people's drinking scenarios today are completely different from the previous generation. Middle-aged people have drinking sessions at the dinner table, while young people drink anytime on the streets and roadsides. This new scenario, Guolifang calls it "wild drinking" (野酒). Wild drinking scenarios include: wild bars on the roadside, having a passionate drink on the curb; wild parties in parks, feeling the freedom of a sip under the sky; wild gatherings on the playground, dormitory cocktail mixing... In short, with Guolifang, you can turn life into a livehouse anytime, anywhere. To promote the wild drinking scenario, Guolifang defines itself as "party wild wine," creating the "City Wild Drinking Diary" series, going deep into different provinces and cities like Chongqing, Guangxi, and Shandong, exploring local wild drinking culture and stimulating local consumer identification. At the same time, it opened a content column called "Wild Youth's Drinking Sessions," inviting consumers to serve as wild drinking spokespersons and drink and chat with wild youths. These are enterprise content, and to some extent, they are also building content IP, but its symbolization is insufficient, and the connection to social emotions is not fully integrated; the IP image and persona need further improvement. On the other hand, to stimulate UGC, Guolifang set up wild drinking stations in various outdoor places where young people gather, providing drinks and sharing various wild drinking methods. Additionally, it designed topics like #随地大小喝# (Drink Anywhere Anytime), #聚会就喝果立方# (Drink Guolifang at Gatherings), #果立方怎么混都好喝# (Guolifang Mixes Well Anyway), #怎么聚都有趣# (However You Gather, It's Fun), #聚会小野酒,感觉立刻有# (Party Wild Wine, Feel It Instantly), etc., encouraging consumers to experience, try, open their imagination, break the rules of drinking, and make wild drinking more enjoyable. This approach ignited user emotions and creativity. Consumers invented various mixed drink recipes, among which the combination of Guolifang with Water-soluble C100 became an instant hit, and the viral drinking method triggered large-scale imitation. The #果立方水溶C# topic on Douyin has been viewed 1.43 billion times, remaining hot since November 2023, with continuous viral content. The topic's popularity isn't because the mix tastes great, but because it hits a high-energy wild drinking scenario—couples dating and confessing to crushes. Especially the latter: for a man and woman in the ambiguous stage before officially confirming a relationship, alcoholic beverages act as a catalyst for breaking the ice and confessing. In Guolifang's own words, it's "the matchmaker for confession night," "a cup of peach flavor~ from shy awkward chat to direct eye contact with sparks." Guolifang mixed with Water-soluble C100 became a tool for expressing love in this scenario, spawning more topics and content like #kisskiss上头酒# (Kiss Kiss Heady Wine), #喝完感觉来了# (The Feeling Comes After Drinking), #情侣日常# (Couple Daily), etc. In this case, the scenario writes the script, sets the roles and plot (potential couple dating, confessing), sets the dramatic conflict (needing a trigger to break the ice), sets the time, place, and atmosphere for the scene (night, tipsy moment), and provides a simple, easy action as the key signal to advance the plot (turning Guolifang upside down and inserting it into the Water-soluble C100 bottle to mix). Consumers can follow this script and act it out directly, making content creation easy. With a script to follow, content isn't entirely up to user imagination and better meets brand needs and expectations. Moreover, scenarios not only create scripts but also hint at when and where consumers should perform, which is very conducive to the concentrated outbreak of large amounts of content, thus promoting the formation of internet memes and hot topics, creating a viral effect. Like the osmanthus Fenjiu that exploded online in October 2024. At that time, the #桂花汾酒# topic on Douyin had 370 million views, and #自制桂花汾酒# had 110 million views. The topic specifically referred to the brand encouraging consumers to buy Huanggai Glass Fenjiu from Fenjiu's live stream, then make osmanthus Fenjiu at home with dried osmanthus and yellow rock sugar. It sounds simple, but Fenjiu had previously tried various flowers to create rose Fen, grapefruit jasmine Fen, chrysanthemum Fen, etc. Why did osmanthus Fen become so popular? The key is that other flowers are just flowers, but osmanthus carries its own scenario. It's highly associated with autumn, so the promotion set the consumption scenario of October golden autumn and the first cup before winter, linked to autumn emotions. Since ancient times, people have felt sad in spring and autumn; autumn always evokes feelings of time passing and life's brevity. So the official Douyin challenge theme was #桂花泡汾酒,梦回少年游# (Osmanthus Soaked in Fenjiu, Dreaming Back to Youthful Travels), inviting consumers to preserve the taste of autumn together. In high-like videos, the most common copy was "欲买桂花同载酒,终不似少年游" (I want to buy osmanthus and carry wine, but it's no longer like the youthful travels). The background music for these videos was the same Chinese-style song "青丝" (Black Hair), with lyrics: "By the misty river, fishing boats, tonight's lights are dim, I still, living in a dream, laughingly watch the world change like water." Both the copy and the music fit the scene perfectly, evoking user emotions and generating interest in participation. Moreover, osmanthus blooms in autumn, so many people filmed themselves picking osmanthus from trees in their community and then soaking it in Fenjiu at home, bringing a strong autumn ritual. Additionally, the finished osmanthus Fenjiu has excellent visual appeal; the sight of spinning the bottle under a flashlight is stunning, which is also one reason consumers are attracted to imitate. In this autumn ritual script, the product's stunning visual effects and simple preparation method, combined with autumn emotions, became the key to stimulating consumer imitation and posting related content. These contents burst out concentratedly during the autumn season, with autumn serving as an environmental prompt. With lots of content and corresponding topics, memes naturally stand out, like "桂花泡汾酒,梦回少年游" and the background song "青丝" in the osmanthus Fen case, and hot memes again stimulate creation. Memes are memes, so in other words, scenario script = template + meme. It provides users with a creation template to imitate and provides soil for memes to emerge. Malcolm Gladwell, in "The Tipping Point," emphasizes that the formation of social epidemics requires three laws: the Law of the Few, focusing on the stickiness of the information itself; the Law of the Few, emphasizing the diffusion role of opinion leaders; and the Power of Context, focusing on the influence and shaping of the social environment on group behavior. The Power of Context is the big premise for epidemics. Creating scenario scripts requires setting clear time and place, prompting users to make similar behaviors and post similar content at specific nodes. When a large amount of content is generated at the same node, order emerges from it. Originally chaotic content gradually evolves into uniform forms, and memes are born. At the same time, consider whether the emotions in the scenario resonate with the current social emotions and popular values. When scenarios resonate with social emotions and align with social cultural trends, the power of content is infinitely amplified. So setting scenario signals to let scenarios stimulate social emotions is the big premise for content explosion. Second, the consumption methods, processes, and rituals of the product in the scenario, the five-sense experience and ritual sense they bring to users, are the stickiness factors that stimulate user interest and action. For example, in the osmanthus Fen case, going downstairs to pick osmanthus and the visual of spinning the finished bottle carry strong stickiness, and this production method and dynamic visual effect also motivate users to shoot videos to share. In the short-video era, just attracting users to take photos and check in is no longer enough. The product's consumption actions should be simple, clear, and integrated into the user's consumption process as key actions, creating a sense of ritual, leaving a deep impression and forming memory points, like Oreo's "twist, lick, dunk." The five-sense experience and creative consumption methods also make content interesting, vivid, and explosive. Finally, it's about the subject of communication—people. Brands must try to capture those users who have voice and influence online, love to create and share , like young women. Find the high-energy scenarios that most move this group, and through role-playing and social relationships in those scenarios, move them to create content, thus triggering UGC. Examining the complete framework of a scenario, only by deeply understanding the series of prerequisites that a scenario produces can we provide consumers with better solutions and better stimulate UGC. The six elements of a scenario—timing, place, role relationships, emotions, process, and rituals. Timing, place, and emotions are the big premises for epidemic explosion; emotions, process, and rituals are stickiness factors; role relationships are the key factor driving key figures to create content. Product + Brand: Building a Content System When a product is seeded to consumers through content marketing, the first thing to create is scenario-driven demand creation content. This content is linked to lifestyle, showing specific scenarios in life, presenting the problems and pain points consumers encounter in those scenarios, and the results and benefits they gain after having the product. Its role and value: first, capture the target consumer group through scenarios and evoke demand; second, make the product a part of consumers' lives, stimulate interest, and build brand awareness, thus attracting more potential users. To help consumers better perceive the product and achieve better seeding results, we also need product experience content. Experience refers to the feelings consumers have during product use and the methods of use. To move consumers, a product cannot just talk about functions, quality, and technology; it must also show the five-sense design and tell consumers whether the product is convenient and easy to use, or whether the usage methods are rich and creative, etc. As I said earlier, product function + usage scenario = consumer benefit. Companies should show the benefits the product brings to consumers in specific scenarios. Product experience should also be presented in scenarios, during the consumer's use process. Benefit is the result; experience is the process. Functional benefits need to be recognized by consumers, while experience can be perceived because it's visual and tangible, better mobilizing senses and emotions, making the product deeply resonate. The role of product experience content is to let consumers understand the product more deeply and take further actions like searching and inquiring, thus completing the product seeding goal. Product experience content and scenario-driven demand creation content complement each other; they can be presented separately or together in the same content. Let's look at a case: Anchor Cheese Slices. Anchor is a New Zealand dairy company and a globally renowned dairy brand, with products covering milk, yogurt, milk powder, and table dairy products. Specifically for cheese slices (i.e., cheese), as we know, most Chinese consumers don't have the awareness or habit of eating cheese. Due to huge dietary cultural differences, China's per capita cheese consumption is far lower than other countries. For example, France and Finland have per capita annual consumption of up to 16 kg, neighboring Japan and South Korea have 2 kg, while China is only 0.2 kg [11]. (Source: Digitaling) In other words, cheese slices have no scenario in Chinese people's lives. In this context, if Anchor only emphasized the deliciousness and nutrition of cheese, trying to educate consumers; or promoted "global cheese leader" or "choose Anchor for cheese slices," would consumers buy? Obviously not, just like the Miao Ke Lan Duo case we analyzed. So Anchor's marketing strategy first creates scenarios for eating cheese in consumers' lives. Based on Xiaohongshu data, it found that the topic #芝士火鸡面# (Cheese Fire Chicken Noodles) had 190 million views, #芝士焗虾# (Cheese Baked Shrimp) had over 6.6 million views, and 14 million people on Xiaohongshu had seen how to make tomato cheese baked rice. Further research found that many young people try to use cheese to transform home-cooked meals, giving ordinary ingredients new flavors. (Source: Digitaling) Clearly, the real consumption scenario for cheese slices is "homemade food," especially late-night snacks for young people. In this scenario, the consumer benefit provided by cheese slices is "creative flavor transformation." Based on this, Anchor first launched three innovative products: classic Italian tomato flavor cheese slices, rich thirteen-spice crayfish flavor cheese slices, and spicy Sichuan green peppercorn flavor cheese slices. These three products connect to the scenario, turning cheese slices into the soulmate of crayfish and fire chicken noodles. With the products, Anchor launched the "Cheese Blanket, Explosive Flavor Transformation" promotion, guiding consumers to DIY cheese-flavored food. Next, let's look at Anchor's content marketing. Anchor created a viral post template with the same structure and modules: 10% cheese blanket + 30% production process + 30% finished product display + 30% taste description. "Cheese blanket" is a visual effect, used as the cover and shown in the first 3 seconds of the video, showing the cheese slice melting over food at high temperature. It's actually a signature visual that attracts attention and boosts appetite. Second, the video shares the specific method and process of making food with cheese slices, making it easy for consumers to imitate. Finally, it shows the finished cheese food and describes its taste, attracting consumers to try in an intuitive way. Additionally, Anchor combined different scenarios like cooking at home and dining out, creating content from four types: food making, food plots, food exploration, and food culture, emphasizing that cheese can not only transform various foods but also transform family relationships and food culture. For example, I saw a foreign food blogger visiting a night market in a domestic city, asking a stall owner to add a slice of Anchor cheese to fried rice, and wrapping cheese around grilled skewers, praising Chinese food culture and sharing creative eating methods. These systematic designs helped Anchor's content marketing reach a new level, bringing up to 71 viral content notes, with 7 notes having over 20,000 interactions, and an overall viral post rate of 65%. It also helped Anchor stand out in the cheese slice category, with product search terms rising to industry first and user search volume increasing by 71%. Ultimately, it led to sales growth: 34 tons sold in the first 2 months, and cart addition rate exceeding the average by 40% [12]. This case actually tells us that content marketing must first present scenario content to stimulate consumer interest and demand, completing the first step of seeding. Second, it must fully present the product's performance in the scenario, i.e., product experience content. Product experience content has a formula. Product system = five-sense design + consumption ritual + social emotion / scene * person * product. This formula guides how to design product experience and how to create content around experience. Five-sense design means examining the product from visual, tactile, auditory, olfactory, and gustatory perspectives, describing how the product looks, feels, sounds, smells, and tastes. Is the product design fashionable, beautiful, easy to carry and use, durable? How is the texture of raw materials, is it comfortable, textured, and premium? And the product's sound, fragrance, and taste performance. Consumption ritual means showing the product's consumption methods, processes, and rituals. The way a product is consumed is as important as the product itself, or even more important, because it can drive product trial, stimulate purchase desire, and subtly cultivate consumer habits. Special, creative consumption methods can also generate traffic and topics, are a key part of stimulating UGC, and can significantly enhance product value perception and become part of brand assets. If a product can create a sense of ritual in consumers' lives, it will bind to the scenario, become a highlight moment in the scenario, and create peak experiences for consumers. Consumption ritual is thus an important part of content marketing. Social emotion describes the feelings and psychological states of people during product use, what emotional reactions the product evokes, how the product is closely linked to aspects of people's lives, and how it combines with people's joy, anxiety, fear, desire, and dreams, becoming part of collective social emotions and values. The integration of product and scenario not only connects the product to consumers' lives, helping them better recognize the benefits, but also mobilizes all senses, becoming a switch to open emotions. In creating solutions and solving life problems for users, good experience design incorporates senses, stimulates emotions, creates meaning, and lets users feel the role the product plays in their lives and what it means to them. These concrete, perceptible product experiences also abstract into brand tags, influencing user cognition in the long term. For example, the DIY cheese food scenario and its experience gave Anchor cheese slices tags like creative, food-transforming, and novel. Based on this formula, let's look at another product's content marketing: Synear Tangyuan (glutinous rice balls). In November 2023, ahead of the Winter Solstice, Spring Festival, and Lantern Festival, Synear Foods launched the new product "Shishi Ruyi" (Everything as Wished) Tangyuan. This product became the fastest out-of-stock hit in Synear's history, selling over 100 million units within 3 months of launch, with over 65% of the target audience being under 30 years old. (Source: Digitaling) This product became a hit, fitting the three components of the product system above. In five-sense design, it has a high-appearance persimmon shape, with an orange body and four small green leaves, very cute and eye-catching. In social emotion, it caters to young people's current "superstition" mentality of "receiving good luck" and "choosing incense over work," providing auspicious meanings and emotional value that fit the festive atmosphere. Initially, Shishi Ruyi Tangyuan only had black sesame flavor. Following user suggestions, Synear "listened to advice" and launched peanut flavor "Haoshi Huasheng" (Good Things Happen) and "Liuxin Shizi" (Molten Persimmon) products, further catering to people's emotions and resonating with the collective social emotions during the Spring Festival. (Source: Digitaling) In consumption ritual, Synear has a lot of content about DIY New Year desserts with Tangyuan. Additionally, since many young people don't know how to cook Tangyuan, often boiling them to burst, turning them into bagels, or steaming them into persimmon cakes, Synear launched the co-creation topic #这玩意儿到底谁煮成功了# (Who Actually Cooked This Successfully?), encouraging consumers to share their kitchen notes for persimmon Tangyuan and promoting a comprehensive guide to cooking them. (Source: Digitaling) This helped Synear gain over 3,000 Xiaohongshu notes in two months, increasing its content penetration rate in the Tangyuan market by 18 times [13]. But Synear launched Shishi Ruyi not just to "roll" the Tangyuan market but with greater ambition. Traditionally, Tangyuan consumption is limited to the Lantern Festival, with the sales peak concentrated around 20 days before and after. Once those 20 days pass, the product's life cycle for the year ends. Synear hopes to make Tangyuan a daily food entering three meals and four seasons, and the key lies in scenario expansion. There are many small scenarios in consumers' daily lives where they wish for everything to go well and gain good luck, like academic success, passing exams, proposals being approved, and Mercury retrograde retreating. There are also many scenarios where consumers face stress or troubles and hope to be healed by eating sweets—a very common consumer psychology. #吃了甜食会开心# (Eating Sweets Makes You Happy) is also a hot topic online. So Shishi Ruyi Tangyuan targets user tasks in these scenarios, not only helping users get festive luck but also daily good luck. For daily life scenarios like breakfast and afternoon tea, Shishi Ruyi Tangyuan developed many creative eating methods and related content, like using "fermented rice frozen Tangyuan" for afternoon tea, so your thoughts come true; or making a "Shishi Ruyi bento" to seed office workers' lunches. High-appearance product design, plus innovative eating methods, combined with good-luck emotions, plants Tangyuan into daily life. This is Synear's overall strategy; it not only helped Tangyuan sell out during the Spring Festival but also gave the product more growth space, significantly extending the sales peak season. In this case, product experience content and scenario-driven demand creation content worked together to achieve excellent seeding results. When conducting content marketing, besides showing the product, companies should also shape the brand through content. For brand-level content presentation, companies also need brand resonance content. Brand resonance content shows brand image, core values, and outputs brand culture and values. It's the value consideration behind the product, telling consumers why the company provides such a product and what the philosophy and goals are in creating it. Its role is to strengthen brand recognition, win brand identification, and build brand relationships. Additionally, driving sales also requires content. After years of 618 and Double 11 promotions, especially the food delivery subsidy war in the first half of 2025, marketing professionals should realize that consumers are not short of coupons; just issuing coupons and promotional policies isn't enough to move consumers to buy, and this approach is too costly. Companies should combine promotion with content, creating topics through vivid and interesting content to attract consumer attention and participation, giving users rewards during brand-consumer interaction, and issuing coupons in conjunction with content promotion—this is the correct way to issue coupons. This is called sales conversion content. It embeds content information into product promotion, involving more consumers; and introduces gamification mechanisms into user operations, activating user relationships. Specifically, sales conversion content can be divided into three types: One is making sales information topical, making it more vivid and memorable, like Hema's "Move Mountain Price" against Sam's Club; Two is branding promotional activities, turning promotional campaigns into periodic activity brands, becoming fixed consumer habits; Three is vivid design at the point of sale, setting up scenarios at sales sites, using vivid copy, material displays, and peripheral designs to attract users to visit and check in. In the past, terminals relied mainly on promotional activities and salesperson scripts and recommendations; now they need more topical content, like RT-Mart's "Fireworks Literature." The role of sales conversion content is to complete conversion and strengthen the connection with consumers. "Refreshment" is Coca-Cola's core value, focusing on product function and experience. Around food scenarios, Coca-Cola created the themed activity "Refreshment Food Bureau," conveying the refreshing experience of BBQ with Coke and the brand concept of refreshing gatherings. In March 2025, Coca-Cola invited Jia Bing to serve as the "Chief Roaster" for promotion, creating a series of fun content. Many people, after taking a big sip of Coke, can't help but let out a refreshing "ah." Coca-Cola turned this sound into a memory symbol in food scenarios and designed it as a visual ICON to highlight product experience and enhance brand memory. Coca-Cola's other core is the emotional and social "Share Happiness," mainly spread through social scenarios. For example, in 2024, Coca-Cola partnered with Oreo to launch a co-branded product inspired by "social partners" (搭子). Through joint marketing and the current "partner" culture, it derived a lot of content topics, integrating the brand into real scenarios and becoming people's social partners. In summer 2025, Coca-Cola launched the "Play with Coca-Cola Share Bottles" interactive marketing activity, introducing 20 limited-edition share bottles with different persona labels printed on them, like social butterfly, show-off, E-person, atmosphere group, foodie, meal partner, comedian, etc. This play not only makes it easy for consumers to find themselves, strengthening identity and belonging; especially in party scenarios, it becomes an icebreaker for strangers to quickly understand each other and match interests. So Coca-Cola also developed "persona version of you-guess-I-act" mini-games for party scenarios. Another example is the drama-watching scenario. Coca-Cola linked with the drama "A Record of Mortal's Journey to Immortality," letting consumers use the "atmosphere group" share bottle to virtually clink glasses with friends, creating a drama-watching atmosphere. And the dining scenario, using the "meal partner" bottle to promote Xiaolongkan hotpot sets and peripherals, inviting friends to enjoy together, bringing them closer and feeling the joy and happiness of sharing Coca-Cola. This bottle play also created many content topics and real user interactions through limited packaging, celebrity collaborations, offline pop-ups and check-ins, online topics and stunts, providing social currency and emotional resonance, thus generating a lot of UGC. On the brand side, Coca-Cola's content now has a strong sense of series. For example, for Spring Festival marketing, Coca-Cola focuses on the New Year's Eve dinner scenario with the theme "Let's Be Together for the Year"; in social scenarios, through cross-border collaborations and bottle plays, it spreads "Let's Be Happy Together"; in food scenarios, the main line is "Let's Gather Together"; For the 2024 Paris Olympics, Coca-Cola also created a brand campaign called "Embrace the Moment, Let's Win Together." This is brand resonance content under scenario guidance, together reinforcing Coca-Cola's century-old brand spirit of "Share Happiness." Still in the BBQ scenario, in August 2025, Coca-Cola launched a strong promotional interactive activity—weekly "Roast You" (烤烤你). Coca-Cola used a pun to turn "exam paper" (考卷) into "roast coupon" (烤券), creating fun content around BBQ, attracting consumers to answer questions and interact, with correct answers earning coupons. The activity set a fixed time node: every Friday, new "roast questions" are released. Consumers answer through the "Coca-Cola Bar" mini-program, then redeem product discounts and partner merchant benefits through the Meituan mini-program, directly placing orders. On Weibo, Coca-Cola also created a hot topic "可口可乐这波烤题我先冲了" (I'm Going for This Round of Coke Roast Questions), sparking widespread discussion and active participation, further expanding social spread. This is sales conversion content under scenario guidance. All brand building and marketing practices ultimately return to consumer behavior patterns. This might be the sentence I repeat most. According to Kotler's 5A behavior path, consumers go through 5 stages from knowing the brand to purchasing and building a relationship: Aware → Appeal → Ask → Act → Advocate. Consumer identity also changes from Opportunity (potential audience) to A1, A2, A3, A4, A5 audiences. The size of the 5A audience constitutes a brand's audience assets. According to the 5A path, we can classify all marketing activities into 4 categories: 1. Acquisition — From a marketing goal perspective, it's also called nurturing or cultivating target customers; from a brand goal, it's improving awareness and penetration, building brand awareness. It corresponds to the 5A stages O→A1/A2, A1→A2. To achieve this, companies need to strengthen brand exposure and channel distribution, reach more target consumers, and stimulate their demand and interest in the brand. 2. Seeding — From a brand perspective, it's improving brand awareness and strengthening brand associations, corresponding to O/A1/A2→A3. To do this, companies need cognitive education, product experience, and user interaction activities. 3. Conversion — That is, purchase, corresponding to O/A3→A4. To drive conversion, companies can do sales policies, terminal promotion, node promotions, and performance-based advertising. 4. Recommendation and repurchase — In marketing, it's called customer relationship management (CRM), membership building, and user operations; brand metrics are loyalty, reputation, and word-of-mouth, corresponding to A4→A5. To do this, companies need brand building and value enhancement, user management, and relationship improvement. Looking back at content marketing, to achieve these 4 goals, companies need 4 different types of content: scenario-driven demand creation content, product experience content, sales conversion content, and brand resonance content. Scenario-driven demand creation content mainly drives acquisition and assists seeding. It stimulates consumer demand, forms brand awareness, and generates interest in learning more about the product and brand. Therefore, it can cultivate opportunity audiences and expand interest audiences. Product experience content deeply seeds the product and assists seeding and conversion. It enhances user cognition, drives users to take actions like searching and inquiring about the product, and participate in brand marketing, thus facilitating conversion. Sales conversion content drives direct conversion and drives repurchase. It motivates consumers to purchase directly, or leave information or visit stores. Good sales conversion content can also trigger social imitation and cultivate repurchase habits. Brand resonance content can both gain loyalty from existing users , cultivating brand loyalists and loyal customers, driving their own repurchase and recommendations to friends and family, and forming online word-of-mouth, thus enhancing brand value; and gain recognition from new users , cultivating opportunity audiences, increasing their understanding and interest in the brand, and expanding brand exposure and reach. Today is no longer the era of one video conquering the world or one poster for the whole year. Companies need a large amount of information and rich, diverse content materials in marketing communication. But this massive content cannot be chaotic and indiscriminate; it should be divided into different types to achieve different marketing goals and drive different behaviors in the consumer path. At the same time, different content should be organized and integrated based on the complete consumer journey, establishing a complete content system and forming an organic, orderly content ecosystem. With such a whole, the synergy between brand and sales is completed, and the duality of product and brand is synchronized. In the content system, it can convey product-level functions, quality, benefits, and brand-level emotional experiences and cultural meanings, and also bring purchases and repurchases, driving performance growth. For example, let's look at Suntory Oolong Tea. In scenario-driven demand creation content, Suntory's 1.25L share pack focuses on party sharing scenarios. For the 2024 Spring Festival, it designed four sets of content around the lifestyles of four first-tier cities: "Together Beijing Lunch," "Together Shanghai Afternoon Tea," "Together Guangzhou Morning Tea," and "Together Shenzhen Party," all connecting to the theme "Together Oolong, Strong New Year Flavor"; Suntory Black Oolong Tea focuses on dining scenarios. In November 2023, it partnered with Hongjie Old Hotpot to launch the cross-border activity "Fearless Spicy," promoting oolong tea's ability to relieve spiciness and greasiness. Additionally, Suntory Oolong Tea, Clear Tea, and Barley Tea jointly created the "3 PM Tea Talk" in 2025, focusing on workplace stress relief, saying goodbye to afternoon drowsiness, inviting consumers to drink tea together to relax and meet friends to share feelings. In product experience content, Suntory, based on its 0 sugar, 0 fat, 0 energy functional selling point, associates it with a relaxed, stress-free, enjoy-the-moment lifestyle, conveying the emotional experience of "let go, burden to zero"; and there's also content popularizing the most complete oolong tea drinking methods, like homemade oil-scraping water, de-grease water, weight-loss water, etc. In sales conversion content, Suntory has the famous "Every Third Day Suntory" (逢三得利), a promotional activity offering exclusive discounts every Wednesday, covering online and offline channels. But Suntory turned it into a periodic activity brand, turning "Wednesday water stocking day" into a fixed consumption node, strengthening consumer habits. Suntory also invested in many ads specifically for "Every Third Day Suntory" to reinforce user memory. In brand resonance content, Suntory Oolong Tea's brand philosophy is called "Always QUALITEA," playing a word trick and homophone pun on "QUALITY." Before 2024, Suntory's advertising slogan was "Good Tea That Lives Up to Time" (My Time, My QUALITEA). Starting in 2025, it changed to "With This Quality, Suntory" (Always QUALITEA), and officially announced Cheng Yi as spokesperson. In 2024 and 2025, Suntory also collaborated with Pokémon twice, overturning the stereotype of traditional tea drinks and making the brand more fashionable and trendy. These different types of content jointly support Suntory's marketing communication, helping consumers complete the full process of knowing the brand, experiencing the product, purchasing and converting, and building relationships. With this content system, it becomes very clear what each content platform should focus on. For example, Suntory's spokesperson announcement and IP collaborations are mainly spread on Weibo and Bilibili, while "Every Third Day Suntory" invites consumers to WeChat and Meituan mini-programs to claim coupons and order, and is also spread in private domain groups of offline convenience stores like Xinli Youjia. And Oreo focuses on Xiaohongshu to explore new consumption scenarios like camping, outdoor, and travel, creating content and topics with Xiaohongshu officially; on Douyin, it promotes the new product Cloud Cake, focusing on breakfast and late-night snack scenarios, conveying the delicate and soft product experience, and the visual of it being Q-elastic and milky when squeezed. Searching for Oreo on Douyin, most content focuses on specific products like Oreo Cake, Oreo Thin Crisps, Oreo Wafers, Oreo Ice Cream, and homemade Oreo desserts. Hot topics are all about Oreo consumption methods: creative ways to eat Oreo, divine ways to eat Oreo, 100 ways to eat Oreo, Oreo dessert recipes, etc. On Weibo, Oreo's content topics focus more on brand spirit and propositions, like Oreo plays for real, Oreo releases playfulness, Oreo plays together for the New Year, Are you the most playful Oreo person?, and various topic discussions when Oreo announced Jay Chou, Xiao Zhan, and Wang Hedi as spokespersons. So Douyin is more suitable for new product promotion, publishing product experience and consumption methods; Weibo is suitable for brand-driven campaigns and celebrity interactions; Xiaohongshu should create content centered on scenarios, advocating a lifestyle. Additionally, Oreo has also created content albums on Bilibili like Ultraman Theater, Oreo Research Base, Talent Biscuit, and Oreo Little Chef, communicating with young people in fun and vivid ways to rejuvenate the brand. Of course, a platform won't have only one type of content, but each platform has its own algorithms, audience profiles, and content ecosystem. Companies should try to create content suitable for the platform's field attributes, focusing on different types of content on different platforms. Moreover, different brands have different product attributes, target audiences, and resources. When conducting content marketing, the choice of content platforms should also be selective and focused; not all platforms need to be done, and resources shouldn't be equally distributed. In summary, companies should build a pyramid-shaped content marketing system. Based on 1 center: scenario; 2 major modes: build IP in enterprise-produced content, and find ways to stimulate user-generated content, create memes, and derive UGC; 3 types of tags: consumer benefits, consumer image, and consumption framework as fulcrums, integrated into 4 content types: scenario-driven demand creation content, product experience content, sales conversion content, and brand resonance content. 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