---
title: "Content Marketing: The Killer Move of Top Livestream Sellers and the Nemesis of Livestream Failures"
description: "Many celebrities have failed in livestream e-commerce, such as former hosting queen Li Xiang, whose sales didn't even cover the slot fee, and Xiao Shenyang, who sold 100 items but saw 80 returns. The root cause isn't their traffic but poor content marketing. Most brands' marketing content is formulaic, and all streamers express products in the same way. Content marketing is crucial for brands, especially startups, to gain high traffic with minimal cost and break through resource constraints."
author: "高级研究员 海游"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2021-09-14"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/9O-4B9V6LWuDX9szpxyPoA"
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---

# Content Marketing: The Killer Move of Top Livestream Sellers and the Nemesis of Livestream Failures

> Many celebrities have failed in livestream e-commerce, such as former hosting queen Li Xiang, whose sales didn't even cover the slot fee, and Xiao Shenyang, who sold 100 items but saw 80 returns. The root cause isn't their traffic but poor content marketing. Most brands' marketing content is formulaic, and all streamers express products in the same way. Content marketing is crucial for brands, especially startups, to gain high traffic with minimal cost and break through resource constraints.

**Click to read the original article for details**
In livestream e-commerce, many celebrities have failed. For example, former hosting queen Li Xiang's sales didn't even cover the slot fee, and Northeast brother Xiao Shenyang's livestream sales saw 100 sold but 80 returned.
**The overall reason isn't their traffic, but that the product livestream marketing didn't output good content. In short, content marketing was done terribly.**
Most brands' marketing content is much the same, as if trapped in a fixed template, and they can only continue following that mold.
All streamers express products in the same way, and the brands behind the products don't think much either, simply relying on big streamers' traffic. For brands, this should be the most counterproductive thing.
Especially for entrepreneurs, content marketing gives them the opportunity to gain extremely high traffic with very little money, thereby breaking through resource blockades. The traditional business model is "goods find people," while the new model is "people find goods." Whoever's content can capture users' attention has a better chance of getting users to open their wallets.
Next, let me share some of my views on content marketing.
**Expression Methods of Content Marketing**
We are in an era where consumer attention is diluted. In recent years, user attention has become an increasingly scarce resource. Brands should note a logic in content expression:
**Use video whenever possible over images, and use images whenever possible over text.** Of course, all three aspects should be managed well, and seizing the right moment to express comprehensively can capture consumer attention more efficiently in the short term.
**Content Marketing Requires Empathy**
Let's first talk about content generation methods. One is PGC, content produced by professionals, which is common, such as many daily chemical ads featuring a professional doctor in a white coat explaining product efficacy.
Another is UGC, content produced by consumers themselves, also common. When we look something up, we often go on Xiaohongshu to see other users' experiences.
Regardless of the form, content creation requires empathy, thinking about users' interests. In other words: **If I were a consumer, what would my needs be? Where would my focus be? What content would lock my attention?** With these foundations, we can start creating content.
**The core goal of content is to reach and convert users.** Let's analyze:
**1. Core Selling Point Type: Strong Reach + Strong Conversion**
This type of copy has a strong user benefit penetration point, understanding user needs better than users themselves. Classic examples: "Afraid of getting heaty? Drink Wanglaoji," solving consumers' "heatiness" problem; "Charge for 5 minutes, talk for 2 hours," solving users' time and battery capacity issues.
These contents amplify product selling points, directly hit users' benefit points, and bring strong reach and conversion rates.
**2. Self-Celebratory Type: Strong Reach + Weak Conversion**
This type of copy is common, and even top brands often stumble here. The copy endlessly describes how advanced the product technology is, what patents they have, that they are a time-honored brand, their strong brand advantages, etc., but lacks telling consumers what the product can do for them.
Saying a lot is like saying nothing. These brands seem to spend money to set up a stage for a public welfare performance, attracting onlookers, but whether they can take it in is not their concern, as long as they enjoy themselves.
**3. Gibberish Type: Weak Reach + Weak Conversion**
The biggest feature of this type of copy: it doesn't speak human language. Either it pretends to be high-end by complicating simple language, making it hard to understand, or it throws out a bunch of professional terms or jargon, making it incomprehensible. In short, if you don't understand, that's the point.
Using the advertiser's identity to bombard, the final result is that many people know something seems to exist, but they don't know what it is.
**4. Plain Description Type: Strong Conversion + Weak Reach**
There is a type of copy that is plain and unremarkable, but describes the product's basic features very accurately. Users with a need for the benefit point will directly buy the product, but they definitely won't share it on their social circles.
This type of copy is like a kind, honest, and inarticulate man going on a blind date. It's hard to reach women, but once he does, she becomes his wife, with an extremely high conversion rate.
**Summary: As Guo Degang said, whether your crosstalk is good can be proven by a commercial performance. Indeed, crosstalk that people are willing to pay for is good crosstalk. Everything is judged by results. The ultimate outcome of good or bad content marketing is only one: through content, make products sell better, and through users' dissemination of content, make products sell even better.**
**Content Marketing Must Grab Attention**
Consumers' time is precious. Excellent content must be concise and precisely cut into users' benefit points. Especially, don't expect consumers to think about or even reason through your content; otherwise, you're creating content garbage. Excellent content must have the ability to attract attention.
**1. Content Should Spark Users' Curiosity**
A typical example is Kinder Joy. The content copy is simple and direct: "Fulfill three wishes at once: deliciousness + toy + surprise."
The first two are product descriptions, while "surprise" fully sparks children's curiosity. A small space holds infinite creativity, like Doraemon's magic pocket, with various cartoon characters and animation elements, both known and unknown, appearing from it.
You never know what the next Kinder Joy will contain, and many enthusiasts even share their collected toys online.
**2. Content Should Have Personalized Genes**
For example, many brands spend heavily to purchase certain series IPs, such as Peppa Pig and Honor of Kings. Their purpose is merely to drive traffic, attracting IP fans to their own brands. The copy content also revolves around traffic generation, and at this point, so-called content marketing lacks personalization.
**Good content marketing is not about creating marketing gimmicks, but about transforming content power into product sales power. It should blend and resonate with the borrowed IP content, forming a new IP, which is conducive to user reach and conversion.**
**3. Create Interactive Content**
Teaching a thousand times is not as good as participating once. Good attention-grabbing content can interact with users.
Ten years ago, Jiangxiaobai was a master of content marketing from its debut, using the "expression bottle" form to let consumers know: first, it tells stories and emotions, easily resonating and being shared; second, it shows the emotions and feelings of youth, easily touching people's hearts; third, it uses scenes as emotional spaces, easily creating product associations.
Through the above content marketing, the company and consumers truly interacted. On one hand, through emotional interaction of online content, consumers wrote their emotions on the expression bottles.
On the other hand, activities like wine-tasting parties, small bars, and friend gatherings coordinated content operations with offline activities, allowing users to immerse themselves in the experience. Such interactive content quickly brought Jiangxiaobai to its peak.
**4. Content Should Learn to Ride Hot Topics**
Riding hot topics is a skill. Good content marketing can always combine current news hotspots with their products, brand philosophy, business philosophy, and corporate culture in the first time.
Take the recent Henan flood disaster as an example. Companies like Erke, Huiyuan Juice, and Mixue Bingcheng combined their acts of helping those in need with their corporate culture, achieving good marketing results.
**Summary: Content should remain vivid and innovative. Treat content as a product. Can consumers see it? Can they think of it? Are they willing to experience it? These are the keys to measuring content's success in grabbing attention.**
**Final Thoughts:**
In this era of information explosion, fragmentation, and decentralization, only content and stories are constant needs. Interesting content will always spark people's interest and attention. Content marketing allows good advertising without spending money, giving unlimited space for dissemination.
As a netizen said: Human learning is the process of constantly linking new things with old ones to generate cognition. Extract the core and highlights of content, then present it to users in detail through various content forms, and finally let users form a unified brand cognition through these fragments and integrate into the brand. That is what content operations should do.


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