[Knowledge Man Aviation Club EP.2] Listening experience: From Miguo Culture to Himalaya FM, how do they create fascinating audio content products?

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgV0b-x25ynO8Ax_gZbttZ6 SXCaaSe0mM5eGqTP2ng_i7xN84p69ZC9Ikesm544zNntzkrIo6EBPXGY0A2h3r_P_ChdHE3zOE_6C5wbqT9v0_ Fatb3D6cDsez1rKsaMmnXQRCTPy2gW-XKO/s1600/%25E7%259F%25A5%25E8%25AD%2598%25E4%25BA%25B A%25E8%2588%25AA%25E7%25A9%25BA%25E4%25BF%25B1%25E6%25A8%2582%25E9%2583%25A8+EP.2.jpg)

Recently, I have a feeling that I am not living my life every day, but that my life is urging me to move forward very quickly. I wonder if it is related to my age? As if I had just participated in the [Intellectual People Aviation Club EP.1] event, Hanhan’s sharing was still in my ears, and in the blink of an eye, [Intellectual People Aviation Club] had arrived EP.2] event, we also saw more friends coming to participate in this event.

I’ve been obsessed with audio for years. Not only because I have just recently cooperated with [Classroom No. 1] (http://wonder.mobi/) to launch my own audio course “[Building Content Marketing from 0 to 1] (https://content.tw/contentmarketing/)”, but it may also be related to the fact that I have played campus radio stations before, or have been listening to podcasts for a long time. So, as soon as the organizer mentioned that they would invite Mr. Hong Po, the director of the Taipei Production Center of Ximalaya FM, to share with you the current development of the Chinese audio learning market, I immediately signed up!

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjAYXuCkQpcHF-7arb6x2f-ao1MfB6iMo8NpSOp7oPrPsBLxFB2E DWjoKg1DOyQgCiUtSVI7QPYQk6mdaVzxcumnNLH0xeQkX_jnUbclaxln8qVmIM_V215UogAuDB2CzFlhgs6EROUx60j/s1600/S__19587111.jpg)

Miguo Culture’s MCN content production process

Mr. Hong Po’s background is somewhat similar to mine. We both worked as journalists in the past and later joined the content industry. At the beginning of the event, he first shared with everyone his past work experience when he was the editor-in-chief of Miguo Culture, that is, he was mainly responsible for the “[Speak Well](https://www.books.com.tw/exep/assp.php/vista/products/0010758868?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign =ap-201908)”, “Tsai Kangyong’s Emotional Intelligence Course” and other self-made content production and operation.

He mentioned the content production process of MCN, which is carried out according to the seed stage, plan stage, sample stage and packaging stage. If you don’t know much about what MCN is, let me help popularize it here.

The concept of MCN comes from the United States, and its full name is Multi-Channel Network (Multi-Channel Network). It is a third-party service provider that allies with multiple YouTube channels, providing a variety of services such as audience development, program content planning, creator collaboration, digital rights management, profit and sales. MCN does not produce content, but only brings together many weak content creators to establish channels to help them solve the problems of promotion and monetization, and finally shares it with the creators in a certain proportion.

MCN is also developing very rapidly in mainland China. It can be regarded as a product form of a multi-channel network. The basic organizational structure includes operations and commercial monetization. It combines the content of PGC, UGC and PUGC. With the strong support of production, interactive promotion, cooperative management and capital, it ensures the continuous output of content and can ultimately achieve stable commercial monetization.

Although MCN was born in the United States, it has flourished on the other side. Its main business methods have derived seven models, including: marketing, operations, knowledge payment, content production, IP licensing, brokerage and e-commerce.

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjPvl4ESPRvL4J6yqzgksyTsTPhZMK71g0SLwhoSEUSua1CE5Qb8 4MA5yKAxH0KAcd96cw8dyAiee93Rx_7NpZZMA-hBtoYFzEh3GS935VQVeHSGgqxPFYXTMhJlbdZqret5iTr3puXmM8o/s1600/S__19587112.jpg)

Mr. Hong Po mentioned that in the seed stage, it is necessary to take stock based on user needs and own advantages, and then find good product seeds. This sentence really resonates with me, and it is also my original intention when I polished the audio course recently.并不是为了赚钱或凑热闹才开始设计音频产品，而是必须从目标受众的需求开始想起⋯⋯

When entering the planning stage, first principles need to be taken into consideration. Mr. Hong Po proposed a set of formulas: “Who, in what capacity, under what circumstances, to whom, delivering what?” It also feels very familiar to me. In fact, I have repeatedly shared these contents with students in the content marketing courses I have taught externally in the past.

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgfh9SIcB6Ix9GAR3nlnVS-FnlqKDcT8jJdB8KISk-A_22Ozculz kWINWJFfu6q8pkcdchqBNoZw1qjyRJj3Qj4SFUCha-UGnoCY00DnBQwLiDbgqFOAY0ls8WWMpk0_Dn6AwXj2L4JQLtN/s1600/S__19587107.jpg)

Hearing him mention his past experience in polishing “Tsai Kangyong’s Emotional Intelligence Course” made me understand how to convey abstract-sounding knowledge to the target audience? In addition to Cai Kangyong’s own personality traits, they also put a lot of effort into many places that are not easy to see.

For example, the IP needs of intellectual artists are actually different from those of other YouTubers or Internet celebrities. Taking Cai Kangyong as an example, how to create a unique character, topic selection and content based on existing TV programs and books requires the efforts of the content team. After all, the core of paid audio content products is actually selling trust. [](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhbLrkZUXZs2EsMPMCWJTpB1kjDVz1opl4mlWtH73F_Kl4HckLGe VvNxaTpzT3t6sBkbKQ7G3eEMu_yWV5ReU7KfgugIRyL27b1VikQohbO8p4aR79T-9vkchxXo7HAvtxiz8vqC0EFnii5/s1600/S__19587105.jpg)

Polish the core skills of paid knowledge products

Entering the sample stage, Mr. Hong Po also mentioned four key points. As a professional lecturer, these points can be said to be my own goals, and I never dare to forget them. Although this slide is concise and concise, it has given me a lot of inspiration.

Miguo Culture has a manuscript formula, which is “introduction + story + knowledge + method”.

• This thing is powerful.

• This thing is actually very simple.

• This is actually the case.

• You only know one thing about this, but not the other.

Seeing this, I can’t help but think of the “[Get Quality Control Manual] (https://pic1cdn.luojilab.com/html/poster/pic4jV3M74m7YC2kA7Y7Xpl.html)” launched by “Get”. This manual summarizes knowledge mining tools and redefines the quality control system of knowledge products from seven dimensions. I guess, maybe Miguo Culture, Ximalaya FM or other knowledge industry players also have their own content library?

As for the final packaging stage, three key issues are solved from the core, namely:

• What am I going to say?

*Why do you need to listen?

*Why should you listen to me?

These three points are very important and I will mention them repeatedly every time in my copywriting class. I heard Mr. Hong Po say the same thing today, which is a good way to review the past and learn something new.

Summarizing his past experience in serving Miguo Culture, Mr. Hong Po believes that content is important, but the expression of the content is even more important. We all need to listen to the needs of users, especially the underlying needs from users. Finally, if you want to become an excellent content MCN company, you must pay special attention to IP value, content value and traffic value.

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhrgQjc4BU4hnkUMhQsjww4UCzTPTD cWDNCiu583r9abK2eLPZIPAvJpVHE5Vju7Rh1xb1m3jfSfXyNVPEMMqqpvKujlX7q2uz20b0uK6ixVVvxAh_P_5_kr63 MCOYQwg4JmDjuUoee1gGZ/s1600/%25E5%259C%25A8%25E7%25B7%259A%25E7%259F%25A5%25E8%25AD%2598%25 E4%25BB%2598%25E8%25B2%25BB%25E7%2594%25A2%25E6%25A5%25AD%25E5%259C%2596%25E8%25AD%259C.jpg)

Ximalaya FM’s business model and market strategy

From this “Online paid knowledge industry map”, we can clearly see the respective positions occupied by Miguo Culture and Ximalaya FM. Mr. Hong Po pointed out that 50% of Ximalaya FM’s content is audio books and audio novels, and the other 50% is paid programs and membership programs; however, the audio book part is rising rapidly, and the overall proportion will exceed 50%.

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgcX3nZuGf2TWa6uU7NQKmd7NkXLPmgqzLxyaZNvLILQLoIVb8xe l4-0SP3cFiekCgacaUArCu_OmiFIdJDtt7oFfYDB3PcsHgh6qNwPpt-Z4wLEsylY1As_dwq2RlLKOwcWCBgpftBCXnT/s1600/S__19587094.jpg)

He also mentioned that an audio book or audio novel can easily reach a scale of one thousand episodes, and through the business model of free first two hundred episodes, it is easy to attract target listeners to retain them, and then attract them to pay to listen.

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgs5gO_dXwWLWcZD9hp3vllfLNhMVlsB7CHGsETd0Uqm5oovz4IK RNpIOHFpH78YzspQfQaRFunI5y0jrXyTAKrmrcm6ob27zSSM4BdjvIpaMcNdZEkdJkRyxZDSS1yIjwtqcFdfbLub25j/s1600/S__19587090.jpg)

When it comes to the planning of audio programs, Mr. Hong Po took the women’s track as an example to share with you how to segment the market? Looking at the picture above, they drew a clear chart for the female market according to age divisions, attitudes, cognitions and skills. This approach is simple and clear, and is worthy of reference by Taiwanese peers.

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhIidfU4vUKnDbOxeejgrjJG5XDNT8glFtVu0infI9WURg76L5l2 qb2902uB62h7R2ioWkqOgsubZBCP4t-TWMDRIGgcsfYEvZRIHZCUaZ95CLDBRBBZHAeYwSjhAPya-p7cYui4xdXBqC6/s1600/S__19587082.jpg)

Opportunities and challenges in Taiwan’s audio market

Today’s sharing also allowed me to see the rigorous side of mainland China’s knowledge industry. Just looking at their early research on topics, marketing and promotion, and how serious they are about data, it is not difficult to imagine that they manage and operate products in a scientific way.

I have always known that any success is no fluke. It can be said that I benefited a lot from what I shared tonight. In addition to thanking Mr. Hong Po for his generous sharing, I am also grateful to Shengxian Shishu for hosting the [Intellectual People Aviation Club EP.2] event. [](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhYgILUwuLohaCmMERwp4qmh2QllUn0zak89cNAYHNAxr 6o9Z5uIAQcqsIfP05-N8AsNZHP5-XG7GHoFoRMFSXEQSXtS4QSGPZnEarre45I-A5Ik0EDItB2OScas_rhIgBWnrJYhmbFHGrD/s1600/%2 5E6%2588%2591%25E7%259A%2584%25E7%259F%25A5%25E8%25AD%2598%25E6%259C%258D%25E5%258B%2599%25EF%25BC%259A%25 E5%25BE%259E%25E9%259F%25B3%25E9%25A0%25BB%25E8%25AA%25B2%25E7%25A8%258B%25E8%25AB%2587%25E8%25B5%25B7.png)

After listening to tonight’s lecture, I not only understand the operating model of the knowledge economy industry on the other side, but also have a little idea of how they create fascinating audio content products? And all of this reminds me of the audio course “Creating Content Marketing from 0 to 1” that I recently collaborated with [Classroom No. 1] (http://wonder.mobi/). To be honest, I knew that developing audio content products would not be an easy path, and the Taiwan market was still in a very early stage.

Although there is a long way to go, after listening to the first-hand sharing from Himalaya FM tonight, I am more interested in this field. Originally, a few days ago, I was going to have a closed-door sharing session with fellow students from National Taiwan University to talk about my attempts to pay for knowledge; well, now I have more inspiration… Think about it, maybe this is also an unexpected gain!

[ ](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiRkkZkKnEI3F3AtHZhFcQjutPU_ezlsOXByvA31zRQneHPyscQRWJ sudYWFiRPv1Coi6Y891okvHqCekeef6_qaJxR2Ew-d-4HQovzGpVN1hJqKWkKp-4mAlMO2NE2PEsjS2-Zs8WLBOFr/s1600/b_illust_91_0M.png)

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★ Photo Credit: Vista

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