Brands often lack content. Where does the missing content come from? Starting from work practice, the author of this article shares three key points that need to be paid attention to in branding exclusive content based on cases, and analyzes and summarizes them, hoping to be useful to you. I often encounter brands that want to create content for their brands. After careful questioning, they may want 10W+ articles, or viral videos, or a Durex-like copywriting. Over the years, I have gradually discovered that behind their lack of content, the root cause is that when they output content, there is no text message service content to write . In their perception, 10W+ articles, viral videos, and screen-swiping copywriting are the best reflections of brand content. It's not wrong, it's just imprecise. It is imprecise, because 10W+ articles, viral videos, and screen copy copy are effects, not the content itself.