Seven tips to teach you how to play with self-media!
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In recent years, as the earlier batches of personal media began to make profits, "self-media" has become increasingly popular and started to show a high growth trend. Why not make money to support yourself while being able to write inspiring articles and make comments online? But as manufacturers invest more money, more people are coming out to cheat. When they go out, they can brag that they are personal media, but they have no idea how to do it or how well they do it. I have not been a so-called self-media person for a long time, about a year or so. During this period, I have also learned some insights on how to operate a self-media platform . As a rookie, I have been asked the above questions by my friends. Today I would like to share some insights and experiences with you. 1. Emphasize individuality, and persistence is the key. First of all, I want to talk to you about principles or thinking issues. Self-media is fundamentally different from traditional media. Li Haigang, the founder of Geek.com, mentioned in his book "What You Should Know About Self-Media Thinking" that self-media people should have reverse thinking, anti-competitive thinking, individual thinking, and territorial thinking. He recommends everyone to read and learn. In fact, one of the core ideas this article wants to express is personality. As a self-media person, you must do the following three things: 1) Find the right position The forms of self-media expression are diverse and the industries covered are also very comprehensive. If you are an IT Internet-related self-media, but your content is not focused, it is obviously inappropriate to expose entertainment stars and publish gossip news all day long. If you focus on one point and work on it in depth, you will not only grow in the process but also develop your own characteristics, making it easier for readers to remember you. 2) Insist on individuality and personal opinions The value of self-media lies in its individuality, and manufacturers also value the influence brought by personal opinions. Opinions should be expressed in a forceful and clear-cut manner. No one likes to read the same old stuff. 3) Continuously output high-quality content Influence is a process of accumulation, and the worst thing to do is to work hard for three days and rest for two days. The explosive growth of self-media has given readers extremely rich choices in sources of information, so the transfer cost can be ignored. Self-media that cannot continuously output high-quality content will lose a large number of fans, and all previous efforts will be wasted. 2. Learn to imitate and create clever titles . After talking about the principles, let’s discuss how to operate a self-media platform well? First of all, the title. How to write a good title is a commonplace topic, and its role is self-evident. As the saying goes, "All articles in the world are plagiarized." As a newcomer, imitating other people's way of writing titles is a way to grow quickly. The more you imitate, the easier it will be to write. It is not a shameful thing. I am constantly thinking about this in my writing process. When I come across attractive and highly read titles, I will collect them for study. In fact, a good title generally has the following characteristics: 1) Focus on hot topics Sticking to hot topics can not only arouse other people's interest in reading, but also be more conducive to SEO optimization, and you can also get more recommendations on Toutiao. This is similar to promoting on Weibo, where you always have to include some of the latest hot topics in your blog posts to increase search exposure. 2) Create suspense and raise questions Compared to directly telling readers the result, ambiguity, raising questions or leaving something unsaid are often more curious. Of course, this kind of title is not as simple as adding a question mark or changing the sentence structure. For example, I wrote an article two days ago, the main content of which was Meizu's flyme5.1. The original title was "Flyme5.1 is better than iOS, come and argue if you don't agree! ”, which seems a bit exaggerated and has a poor effect. Later I changed the title to "Which is better, Flyme5.1, MIUI7, or IOS9? If you don’t agree, come and argue! 》The effect was evident, with nearly 30,000 reads and over 100 comments. For example, there is an article in the headlines titled "There are only two months left in 2015, and the Honor president made this decision..." The title is ambiguous, so what decision did the president make? In addition, with only two months left in 2015, many curious people will click in to take a look, and the data performance is impressive. 3) Hit the pain points and highlight practicality This type of article is suitable for popular science, practical skills, or experience sharing. Of course, it will be more effective if it can be combined with hot topics. Therefore, these characteristics are not completely independent and can be used in combination. For example, after the release of iPhone 6s, someone published an article titled "This must be the most comprehensive iPhone usage tips you have ever seen", and the number of readers reached an astonishing 1 million +. There is also an article titled "Teach you a trick to uninstall built-in promotional software, so your mother will no longer worry about insufficient mobile phone memory." This article grasps the pain point of the proliferation of built-in applications on domestic mobile phones. Mobile phone novices often click on it to seek solutions, and the number of readers has reached 400,000+. 4) Use emotions to move or intimidate people When you see revolutionary parades on TV, there are always people standing on a platform and waving their arms and shouting. These people are best at mobilizing people's emotions. They rely on language and actions, while we rely on words. For example, "Turn off these switches in WeChat! It's too dangerous! 》The title of this article has some threatening connotations. In fact, it is not that serious, but it is enough to arouse people's interest. And this also sets up some suspense, which switches are dangerous? Click in and read it to find out. 5) Write more and ask more questions I believe that everyone has read a lot of experience sharing on how to write a good title. When you read it, it seems to make sense, but when you start writing it yourself, you are confused and can’t write it at all. Our ancestors said it well: "What you learn from books is shallow; you can only truly understand it by practicing it yourself." It is useless to read more. You still need to write more, practice more, and ask more questions. What's the question? Before publishing an article, show the title to others and ask them if they would click on it to read it if they saw it. Why or why not? How can you change the title to make others interested? Moreover, we should not only regard ourselves as authors, but also as readers after writing. If we don’t feel that we are attractive enough, how can we gain the attention of others? 3. Know how to identify and focus on breakthroughs. Some time ago, I was invited by a domestic IT portal website to join its editorial department for exchanges and learning. At work, we are often asked to send links to our high-quality articles to the work group or relevant persons in charge for centralized data optimization. In fact, not all articles are worth promoting. With limited resources, the best approach is to identify high-quality content and make key breakthroughs. High-quality content must first be within certain limits, such as being original, beautifully formatted, and in line with the positioning, etc. However, tracking data will be more intuitive and instructive. The data mentioned here mainly include four categories: reading volume, comment volume, forwarding volume and collection volume. Among them, the latter two play a decisive role in judging whether the content is high-quality. Why do I say that? In fact, the ultimate goal of content creation and dissemination is nothing more than to increase exposure and reading volume, but the number of readings does not necessarily represent the quality of the content, because readers are likely to be attracted by the title or pictures, and the same is true for the number of comments. Perhaps the purpose of the reader's reply is just to scold you. If an article is very useful, readers will usually collect it and then forward it to share with colleagues and friends. It can be said that useful content is high-quality! Once we find these high-quality contents, we can carry out data optimization in a very targeted manner, which will also have a very important guiding role in future content creation. 4. Content selection and mastering methods As we mentioned above, only useful content is of high quality. Then again, what kind of content is useful? I think at least the following four characteristics should be followed: 1) Originality Plagiarism has always been despised by people, of course, the imitation we mentioned above is another matter. Plagiarized content cannot guarantee its own individuality, and readers can easily find similar content elsewhere, making it difficult to form its own characteristics. Such self-media accounts are often of low quality and eventually end up closing down. 2) Exclusivity It would be best if you could get exclusive news, but the Internet allows information to spread quickly. When you know something, others will soon know it too. If everyone writes about the same event, the effect will definitely not be very good. At this time, it is very important to be able to find appropriate exclusive analysis points and entry points to determine the content of news or commentary. For example, when I was operating a Toutiao account, I would usually log in to the Toutiao homepage before writing, enter relevant content keywords to search and browse the content that others have posted, to ensure that my creation is from an exclusive perspective and presents an independent commentary point of view. The same goes for illustrations. Try to create news-like pictures as much as possible. You can also make the article format more innovative by adding unique prompts such as quoted text. 3) Timeliness When creating content, especially news content, special attention should be paid to its timeliness. There is no point in publishing outdated news, and even if it is published, its data effect will be greatly reduced. Of course, the "timeliness" mentioned here does not only refer to the content itself. If it is difficult to find exclusive analysis points, publishing it before others is also a good choice. Sometimes I feel very tired at work. Occasionally, I suddenly get some hot spots in the middle of the night, and then I start to rush to write the manuscript, or get up early the next day to publish it first. It turns out that the god of luck often favors those who can seize the opportunity. 4) Non-cognitive Everyone has curiosity, and readers will be interested in things they don't know. Such a mentality is of great significance to content creation. For an event that is known to everyone in the streets and alleys, even if it is still a hot topic today, don't write about it step by step. Instead, try to dig out something that others don't know. For example, there is an article on Toutiao today titled "Do you know these hidden functions of the MIUI system? 》 has received over 150,000 views. The author is trying to dig out things that MIUI system users don’t know to arouse the interest of this group of readers. 5. Timely adjustment to turn decay into excellence For articles with mediocre data response, we must make timely adjustments. The data here mainly refers to exposure and reading volume. It is not difficult to turn decay into prosperity: 1) Modify the title: The workload is very small and the effect will be more obvious. Therefore, when the data is not good, the first thing that comes to mind is to modify it to a more exaggerated and attractive title. Of course, if you can see the accompanying picture on the homepage, it is also very important to choose a beautiful and eye-catching picture. It would be best if the accompanying picture is also exclusive. 2) Modify the content: Articles with poor content will often not be recommended, such as those that lack exclusivity and have a large number of similar articles. At this time, you must follow the four characteristics of content selection and make timely modifications. If the effect is still not good, delete it, modify it and resend it. 3) Increase the number of replies: Whether it is a self-media platform, forum, or Tieba, content with more comments will always become a "hot spot" and be pushed to the front page. Organizing people to appropriately post replies is also an effective way to increase article exposure and gain more readings. 6. Master the principles and get recommendations. In Toutiao, getting official recommendations is the most effective way to increase exposure. The data of articles without recommendations are often not satisfactory. So what are the factors that influence the recommended amount? Toutiao has also made relevant explanations, and here is a brief introduction: 1) The most critical factor: insist on originality and publish it on the entire network as soon as possible. Articles that are identical or highly similar to existing content on the Internet will not be recommended. Readers who activate the original function may receive more recommendations. 2) Click-through rate and completion rate: The more people click on the title and finish reading the article, the higher the recommendation. The backend of Toutiao will first recommend the article to users who may be interested. If the click-through rate is high, it will gradually expand the scope and recommend it to more similar users. To improve the completion rate, we can set some suspense at the beginning of the article, or use extraordinary means such as setting a riddle or brain teaser at the beginning and publishing the answer at the end of the article. 3) Consistent title: Make the title party appropriate; 4) Content quality: High-quality content is the foundation; 5) Account positioning is clear: As mentioned above, accounts with random and broad article topics are less likely to be recommended; 6) Number of interactions and subscriptions: The more active the readers are, the more recommendations they will receive. In Toutiao, users who have read the account’s content more than twice in the last 30 days and whose reading rate (reading/recommendation) is not less than 50% are defined as monthly active fans; 7) Off-site popularity: that is, to grasp the hot topics, topics with high attention on the Internet, and recommend more; 8) Posting frequency: that is, to persist in producing high-quality content, it is important to post frequently and stay active. 7. Make good use of means to promote dissemination. In fact, there are some other means to promote content reading and dissemination. Here are some additional ones: 1) Adapt to search engines: Many contents can also be seen through search engines such as Baidu. In order to facilitate the crawling of engines, the title and content should try to comply with the following standards: A. When posting the same article to different platforms, different titles are required, and the first paragraph content should be adjusted to some extent, and adding or deleting sentences is acceptable; B. The title should be related to current affairs and industry hot topics, and reflect the theme words (i.e. keywords) of the article. For example, in the article "Which is the real price reduction in the fight between JD.com and Alibaba?", "JD.com and Alibaba" in the title is a recent hot topic, and "price reduction" is the key word in the article. C. Article keywords (i.e. article subject words) should be user-sensitive, hot words, and words that appear in the drop-down list of the Baidu search bar. D. There are other requirements: a) Keyword density: The keyword should appear completely in the title 1-2 times, and in the body of the article, the keyword should appear completely 2-8 times, so as to achieve even distribution; b) The title should contain as few punctuation marks as possible, and the sentences should not be too simple. They should be appropriately extended based on the keywords and should be consistent with the content of the article. c) Text length: no less than 500 words; d) Originality: 80% original. 2) Pay attention to the layout of the content: the text layout should be concise and neat, with at least three pictures of the same size. You can add "quotes", "votes", "videos", etc. to enrich the content of the article; 3) Use charts appropriately: Charts are more intuitive and easy to understand, and they appear professional and convincing, and are often easier for readers to share; 4) Grasp the publishing time: The best time to publish is during the lunch break and after work in the evening. Whether you are a working person or a student, this time is free and browsing the Internet for news is a normal thing, so the chances of your article being read are greatly increased; of course, as mentioned above, time-sensitive content should be published as early as possible. This is the end of my experience in using self-media platforms. I welcome all experts to criticize and correct me. I also welcome like-minded friends to add my WeChat or QQ to learn and communicate together. APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing APP marketing information. Welcome to follow the official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
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