The Research on the Integrated Development of Personal IP and Content Marketing
DOI:
https://doi.org/10.54097/6scm8g59Keywords:
Personal IP; Content Marketing; Integrated Development.Abstract
In the context of accelerating digital informatization, this paper focuses on the integration mechanism of personal IP and content marketing, exploring how to enchance communication with consumers in the era of new media. Based on the three core capitals on which personal IP is built—the Individualized Experiential Trajectory, distinctive professional capital, and emotional capital,the study analyze the relationship and mechanism between personal IP and content marketing. It reveals that through the complementary and scenario-based embedding，personal IP lends credibility to content marketing, while content marketing empowers personal IP. Furthermore, the paper analyze the key challenges in the process of integration of personal IP and content marketing and proposes corresponding responses, offering both theoretical insights and practical guidance for enterprises to build differentiated marketing systems and achieve long-term brand sustainability.
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