In today’s digital age, many professionals are venturing into self-media (WeMedia) to share their expertise. However, a common challenge arises: content creators often focus on what they are good at or passionate about, rather than what their audience truly needs or wants to hear. This disconnect can lead to content that, despite its professional depth, fails to reach its intended audience.

Consider the case of a seasoned real estate lawyer. He produced a series of short videos on China’s “2025 Draft Model Construction Contract,” expecting a wide impact among developers, contractors, and supervisors. Surprisingly, most viewers were fellow lawyers. This highlights a crucial issue: the “creator-centric mindset” versus “user-centric demand.”

Four Common Misconceptions in Content Creation

1, Content “Self-Indulgence”: Creators often produce content that is too technical or academic for a general audience, using jargon that creates a barrier to understanding. They assume their deep knowledge is inherently valuable to everyone, overlooking the audience’s actual comprehension level and information needs.

2, Vague Audience Profiling: Even with valuable content, a lack of precise understanding of the target audience can lead to misdirected efforts. If creators don’t deeply analyze their audience’s specific pain points and interests, their content won’t resonate, attracting the wrong crowd (like the lawyer’s videos attracting only other lawyers).

3, Monotonous Content Formats: Many professionals simply transfer traditional lectures or papers to digital platforms without adapting the format. This results in dry, unengaging content that fails to capture attention or convey its true value, especially on dynamic platforms like short video.

4, Traffic-Driven Risks: The pursuit of views and followers can lead to sensationalism or the spread of misleading information. In professional fields like law, this can severely damage credibility and even lead to legal issues. Success should be built on trust and authority, not just fleeting attention.

The Solution: A User-Centric Content Strategy

To overcome these pitfalls, the core shift must be from “what we can talk about” to “what they want to hear.” This requires in-depth user research and a strategy centered on the audience.

1, In-Depth User Research:

Identify Specific Pain Points: For construction law, the needs of developers (employers), contractors, and supervisors are distinct.

Employers: Focus on cost control, legal compliance, and risk prevention (e.g., avoiding illegal projects, managing payment disputes).

Contractors: Address timely payment, avoiding financial risks, and navigating contract validity issues (e.g., ensuring proper qualifications, managing subcontracting).

Supervisors: Highlight legal responsibilities, quality and safety control, and adapting to new regulations.

Utilize Data: Leverage big data and AI to analyze user behavior, preferences, and potential needs, moving from guesswork to data-driven decisions.

2, Content Optimization: Make it Accessible, Scenario-Based, and High-Quality:

Storytelling and Case Studies: Transform abstract legal clauses into relatable narratives using real-life construction cases. This makes complex concepts easier to grasp and more engaging.

Visual and Interactive Presentation: Utilize short video’s strengths. Employ animations, infographics, and even VR/AR to visualize legal processes or project scenarios. Design interactive elements to encourage audience participation.

Vertical Specialization and IP Building: Focus on a niche (like construction law) to build authority. Develop a recognizable personal brand that conveys expertise and trustworthiness. Consistent, high-quality content builds a loyal following.

3, Strategic Distribution and Community Building:

Multi-Platform Approach: Don’t just stick to one platform. Use WeChat for private traffic, but also explore platforms like Douyin (TikTok) for broader reach and LinkedIn for B2B professional engagement.

Online-to-Offline Integration: Use content to attract potential clients for legal services. Offer online consultations, courses, or organize offline workshops to build deeper connections and convert leads into business.

Active Engagement: Respond to comments, answer questions, and build dedicated online communities for specific audience segments (e.g., a WeChat group for contractors). This fosters loyalty and provides valuable feedback for future content.

Lessons from Success

Successful legal WeMedia creators, like Professor Luo Xiang, demonstrate that combining professional depth with accessible, engaging storytelling and a unique personal style is key. They don’t just deliver knowledge; they connect with audiences on a deeper level by addressing real-world issues and fostering trust.

Conclusion

For professionals like the lawyer, the path to successful WeMedia content lies in shifting from merely “outputting expertise” to genuinely “meeting user needs.” By deeply understanding the audience, transforming complex information into engaging and practical content, and strategically distributing it while fostering community, professional influence can truly flourish. It’s about building trust and authority, one valuable piece of content at a time.