Content distribution is to push the content to the target group for consumption. This consumption is not necessarily paid, but includes reading, forwarding, collection and attention. Simply put, it is to let your good content be seen and let you read more on the whole network.
This step is very important, even as important as content production, but it is ignored by many people. Many companies recruit one or two people to do full-time content operation, but after writing, click and send, they don't care about anything, waiting for the reading volume to stay at the level of one or two hundred.
I really can't understand how such an input-output ratio can be tolerated. Especially when you meet a good topic, you should spend more time distributing it, instead of blindly writing the second and third articles after seeing that the reading volume is not good after distribution.
So how do we build our own content distribution matrix?
1. Understand the characteristics of major platforms and hierarchical channels.
The first step in content distribution is to choose the channel that suits you.
What is suitable for others may not be suitable for you. It is easier to list the mainstream content publishing platforms one by one and understand the access policy, support policy and push policy. And then try for a month, gradually adjust the degree of attention, eliminate those with low input and output, add some potential vertical channels, and gradually form your own content distribution matrix.
Of course, you can also refer to the content distribution channels of your competing products.
What I want to remind you here is that don't put 80% of your energy on the official WeChat account. This account has few fans and the opening rate continues to decline. The large-sized "Ergeng" has been "de-registered to WeChat official account", and 80% of the broadcast volume comes from channels other than WeChat official account.
When defining the priority of your content distribution channel, don't just look at the reading volume. This is a dimension that needs multi-dimensional evaluation, such as energy input, user accuracy, content life cycle, good diversion, fan interaction, user precipitation and so on.
I attach a form here, so you can rationally judge whether a channel is suitable for you during the test.
Many people have heard about some exciting events and are eager to make a difference in Tik Tok, so you can try to fill in this form to see if you know the characteristics of this channel.
And after knowing its defects and difficulties, you are willing to try, then you can start. Don't just look on the bright side. Tik Tok, in particular, is a special channel. Unlike an article I wrote on the official WeChat account, I can distribute 10 channels. It has its own characteristics and needs to be customized for this channel. The investment is relatively large.
I once worked as a content operation consultant for an Internet travel company. After testing, the priority of our distribution channels is:
Class A: Honeycomb &; Wechat ecosystem
Class b: flying pig&; Ctrip.com
Class C: Weibo &; Douyin
Class A WeChat ecosystem refers to personal micro-signal, official WeChat account and WeChat group, which are integrated and must be used together to offset the disadvantages of poor interaction, closure and low opening rate of official WeChat account.
Then why do we give up reading well and touch some headlines today? Because it is too difficult to divert to the private flow pool. Travel is not a fast-moving consumer goods, you can directly place an order silently in today's headlines.
This also shows that the starting point of doing new media and content operation is different. Students who do new media usually assess the exposure of the whole network and the number of fans, so as long as there are fans reading a lot of headlines today, they will not give up. The operation will consider whether the off-site exposure can be converted into private domain traffic for retention and conversion. If not, don't cling to false prosperity indicators.
To give another personal example, when some of us want to be personal brands, the circle of friends is definitely an important content distribution channel, but the circle of friends is too closed. Therefore, we will also choose some platforms to output our valuable content and go to the public domain traffic pool to circle the powder.
In my own example, my content distribution priorities are:
A: WeChat Ecosphere &; Online course
B: Vertical community, if everyone is a product manager.
C: Zhihu
Zhihu is especially suitable for experts with dry goods in a certain field, and it is especially easy to realize knowledge. If you spend a few months carefully picking questions and answering them seriously, not only can you achieve the popularity of your personal micro-signal or WeChat official account, but you may also have potential cooperation opportunities such as BD personnel of online education platforms sending you private messages to invite you to give lectures on their platforms.
2. Pay attention to the content community of vertical industries
It can be seen that who is the subject and where your target group is will make your channel priority very different. We should pay attention to the content community of vertical industries, for example, travel merchants should pay attention to cellular &; Flying pig & Ctrip strategy, etc. These places are closer to users and transactions than other large-scale but pan-industry content platforms.
The travel company mentioned earlier, if it writes a topic, we only publish the official WeChat account, and the reading volume is about five or six thousand. However, if we publish it on the hornet's nest, the reading volume is hundreds of thousands, and its life cycle is very long. It may be searched and read by users as soon as it reaches the tourist season in this place.
Xiao Zuo, the founder of Scarecrow Travel, another pioneer of small group travel, once told me that they built a radio station in the Himalayas and knew that their customers accounted for a large proportion through audio programs. This surprised many colleagues.
Similarly, in addition to public comments, food merchants can also pay attention to the "kitchen" app, and personal information can be implanted at the bottom of the published recipes; Beauty merchants can study the "little red book"; Hanfu merchants can study Li Li; Craftsmen study the "Dongjia" app.
In short, try more. After 90 s and 90 s, users are quite sensitive to emerging channels. If everyone goes to the same channel to spread the content, the competition will be fierce. Therefore, we should do better than others in similar channels, and at the same time look for potential emerging channels.
3. Three reminders will double the conversion rate of your distributed content.
Finally, there are three reminders:
0 1
In the case of limited manpower, we should do better than the average before promoting high-priority channels. Because all platforms are doing the layered operation of creators, they will support high-quality content producers. If they find out, you will get a steady stream of traffic support. And if you have an average platform, it doesn't add up to much.
02
People often stare at two small shakes and follow the crowd, just like stock trading. When the aunts start to follow blindly, there may be no bonus. We should tirelessly discover the potential content platform in our own field and operate it with our heart, even if the base is not that big, even if only people in a small circle know it, it doesn't matter, that is accuracy.
03
After the content is distributed, you should leave a tick at the end of the article or in the account signature, so that users can find you or purchase channels and deposit them in their own private domain traffic pool. Otherwise, no matter how big the exposure is, it will be much cry and little rain.
Finally, I want to tell you that it must be the future trend to obtain high-quality wet flow with content. Do a good job in the production and distribution of content, make persistent efforts and make a sound.