In fact, it is not easy to build such an IP that can really produce high-quality content for a long time:
First, you need to work hard in this industry for many years, and then you have certain theoretical basis and practical experience, so that this other Chinese cabbage and rookie can really learn from you;
Second, we must have a very complete knowledge system. In other words, you haven't done enough in a certain segment. You should also build a relatively complete knowledge system, so that you can form an all-round knowledge output and value output.
On the basis of professional knowledge accumulation and perfect knowledge system, you must also have strong output ability. In other words, it is the ability to turn your industry experience into a simple language, which can be exported and understood by many people. Input and output capabilities complement each other, and at a certain stage, internal circulation can be formed, and finally a constantly improving IP can be formed.
Just like this account (Rudd Studio), it is an account with its own distinctive characteristics. Dare to say that it is sharp and can be understood by ordinary people, which is why he will be sprayed by many experts. In other words, its professionalism is not as good as that of many professors, but it has a mass base. In other words, it can make many ordinary readers buy his account, which is one of his advantages, but one of his disadvantages is professionalism. Everyone can see every personal IP, with its long board and short board. In fact, we can also correspond to ourselves. Where are your long board and short board?
For example, there are many experts and professors, and they can't give lectures to ordinary people if they work hard. He can only give lectures to people in this major and this subject. That means he doesn't have the ability of an IP yet, which means he can't walk out of the circle. I have been talking about this concept before, which is out of the circle. For example, like Dai Jianye, he can make his classes particularly wonderful and make many netizens feel excited. Then these people are either studying Chinese language and literature, or studying Tang poetry and Song poetry, which shows that Dai Jianye is already a very mature IP, with professional skills, which can be explained in simple terms, and then many C-end people pay the bill.
Look at the account map of our college, which is the account of a small partner who has a deep understanding of the content. Like this account, it is an incubating IP. Why is it an incubation period? Because this author has a strong understanding of this content, he can write many good works, but he knows nothing about the platform, and then he doesn't know how to build his own IP on the headline platform. In other words, he doesn't understand the platform, which is one of the core reasons why his current IP is immature. The second reason is that the output system of his language needs to be more dimensional. He raised his style too high and lost the audience.
Many of us actually have this kind of own label, and we may all have some related certificates and titles. These things can actually turn it into something to strengthen your personal IP, but you have to do some authentication. For example, Fanghua has some qualification certificates related to mental health, and you can turn it into a label of your personal IP.
Of course, when you have determined your personal label, once you have determined this label, if you write information unrelated to this engineer and this industry, it may weaken your label.
So don't set up your own personal design easily. You have to pass this certification to show your professional knowledge. Even if you talk a lot, it will eventually be introduced into your own industry. Only in this way can you strengthen your personal IP, otherwise, it will damage it.
Of course, the IP we are talking about is more personal IP, and the previous IP is also personal IP, which actually includes institutional IP. It may not be a person, it may be a group of people, and then make a brand, such as the firewood cutting academy, then it may be an institutional IP. That is to say, a group of people form such an IP concept in the same place, and many people may be outputting content.
But his content is to maintain a very consistent tonality, which is what many personal IPS are trying to do now, called studio mode. In other words, it's hard to say that an account can output content stably by one person, including an account like Wan Xiaodao, with a studio behind it, which can make up for his shortcomings.
Then, on how to build your own personal IP, the most important point I have always emphasized is that your input and output form a long-term daily you. Even if you don't invest a lot every day, maintaining consistency is the key factor for IP.
Many friends may say that I can't have such a strong professional accumulation, and I can't form such an influence. Then I suggest you take a look at Li Duochai's account, a typical grassroots number, which is only a yellow V up to now. In fact, there are many sayings about Li chopping firewood now, that is, the concept of Li chopping firewood is not deliberately strengthened. It was created by several people. In fact, he first avoided a person's limited output ability, and second, he was able to run this data to the front through the team model and understanding of the platform.
You can look at this account. His data is very healthy. The number of micro-headlines and pictures and texts every day is very stable, and his data is also very stable. This account can run data and run in front of many personal accounts. This platform will give traffic to people who run to the front, so this personal IP actually has the name of a personal IP and uses the team battle mode of the studio. So I suggest that if you feel that you are not competent enough, you can organize a group to do IP.
Then there is another mode. You think your things are unique, and you don't want your account to be the same as others. Then you need to invest 100% to show your uniqueness.
We must find a balance between platform readers and ourselves. I have been saying that no matter what route you choose, or all kinds of routes, you can try it, but you must pay attention to it, that is, you must conform to this specification of the platform and really run the data. The most taboo is fishing for three days and drying the net for two days.
In my opinion, the most critical sentence to make a personal IP number is to be able to produce high-quality content sustainably. You must have stable output and stable input, and then form a virtuous circle, so that a rising tide lifts all boats, and then form a strong potential energy. At a certain stage, it will naturally break out.