7 tips and analysis methods for ToB content operations!

This article analyzes competitors from three perspectives, so you can know yourself and your opponents; it also analyzes how to operate your own blogs and columns from six perspectives, helping you to operate your content as soon as possible.

1. How to analyze other people’s content operations?

One thing you need to understand is that the content operation of your own website and column (hereinafter collectively referred to as website content operation) hopes that users will enter the content page through search engines and enhance the professionalism of the brand in the minds of users.

Measurement criteria: number of included content and keyword ranking.

Inclusion is the basis of ranking, and ranking is the basis for users to enter the page. These two aspects are used to measure how competitors are doing.

The following method only supports self-built blogs on the website, and does not support third-party columns.

1. site: command

The site command is a common technique used by SEOers, which can roughly check the number of website indexes. How to use: Site: URL.

From the perspective of Baidu search engine, a total of 1,083 pages are included, which is upper-middle level for corporate sites. The ranking pages of such websites are generally good. If there are double-digit pages included, the ranking will not be much better.

2. Tool Query

Commonly used tools include webmaster tools, Aizhan, 5118, etc. There is no good or bad tool. Don’t get hung up on these superficial numbers because they are all estimated based on third-party methods. They are not official numbers and are for reference only.

Weight analysis: The higher the weight, the better the quality of the website, the more included content, the more keyword thesaurus, the higher the Baidu traffic estimate, the more traffic it receives daily, and the more users who come to the website.

As can be seen from the above figure, the overall traffic of this corporate website is still very considerable.

Keyword word list analysis: In addition to the homepage ranking, [Personalized Recommendation], a word with a Baidu Index of 130, ranks fifth on the homepage and is an internal page of the blog. The content operation of the website blog is quite competitive in the industry.

1. Content Analysis

By roughly browsing the website content, you can basically judge the content quality, content source, content publication frequency, and total content.

The total number of website contents here is different from the total number of inclusions from the site above. Generally, the total number of website contents is slightly higher than the number of inclusions from the site.

This website has a total of 640 articles. The earliest content was published in 2015, and the content construction has been going on for 4 years.

Judging from the content composition, apart from the company's own news and publicity, most of them are technical articles. It can be basically concluded that the quality of the articles on the website is acceptable.

Analyze and judge the website content operation from three dimensions: site, tools, and content analysis. Everyone has their own standards. Generally, the standard site value is at least three digits, the weight is at least 2, and at least 1/2 of the content is valuable content.

2. How to do your own content operation

After analyzing the competitors or rankings that are doing well in the industry, you can figure out how to do a good job in your own content operations and bring customers and revenue to the company through content.

1. Product Positioning

According to your company's product matrix, choose a suitable flagship product. The so-called flagship product here may not be the same product as the company's main product. The Internet has its own characteristics, and analysis can be dominated by industry characteristics and product prices.

1.1 Industry Characteristics

For certain specific industries, such as companies engaged in military industry, government, construction engineering and other ToB industries that require bidding or strong public relations, content operation is really not suitable, and other promotion methods are not suitable either.

The products are targeted at the B-side business industry and have practical value for B-side customers, such as sass software, which can solve certain problems that arise in business operations or improve certain indicators.

1.2 Product Price

Generally, the average order value of customers found through the Internet is not too high, ranging from a few thousand to hundreds of thousands. For projects worth millions of dollars, when people inquire about prices through the Internet, they are usually just cannon fodder for the companies that have been selected.

Therefore, the unit price of the product should be between several thousand and several hundred thousand, except for companies that have already become famous.

Of course, whether you can ultimately operate through content depends on your own product characteristics analysis and the approval of leadership.

1. User positioning

Determine the user groups of your own products based on your company's products, or obtain data through existing data and business classmates. However, the data of business classmates is for reference only and is not an important indicator for acquiring customers from the Internet. Business classmates may be vice presidents or senior decision makers of the company found through connections, and most of these decision makers are not the target groups you can reach through operations.

Two groups of people are given here for reference only: product users and KPI indicator bearers.

2.1 Product Users

Generally, after a company purchases a product, the people who actually use the product are your target users.

For example: When we were doing SEM, we needed a customer service system. Baidu provided its own customer service system, but the data statistics were not comprehensive enough and often missed the delivery data of other platforms. So the SEM staff discussed changing the system and searched for the customer service system. After finding a good one, I applied to my leader for a trial. After the leader approved it, I successfully purchased this customer service system after the trial.

2.2 KPI Bearer

Growth hacking has been particularly hot in the past two years. Behind growth hackers are strong data analysis and summarization capabilities. One company that has done well is growingio, and they target operations personnel.

Because the internal operation personnel of the company are responsible for the results of the operation, the operation personnel are mainly targeted through operation skills and growth hacking. If the company lacks a decent data analysis team, the operation personnel must have data to analyze various indicators of users and formulate the next operation plan and skills.

Both of these groups are product users. We reach them through keywords and content, and users report to higher authorities and purchase products.

1. Product-User-Channel

After the product and user groups are determined, channels become particularly important to determine whether search engines can be used as a traffic source and whether solutions are found through search engines based on the user groups divided by the product.

How to do it: Expand keywords based on products and user behaviors to see if the keywords can be expanded enough to support content publishing.

Now you can increase the exposure of your content in search engines by placing your content on search engines. At the same time, SEM can be used to increase the exposure of the follow-up page.

1. Language-User

Different content needs to be prepared for different groups of people. The prerequisite is to divide the groups of people. In fact, the division of groups is very simple. Generally, those with less than 3 years of experience are called rookies, those with 3-7 years of experience are called veterans, and those with more than 7 years of experience are called experts.

According to the 80/20 rule, content marketing is mostly targeted at novices and veterans. Experts generally have their own knowledge system and methodology and may agree with your product. But for those who disagree with your content, instead of spending 80% of your energy to win over 20% of the experts, it is better to spend 20% of your energy to win over 80% of the rookies and veterans.

The most useful content for novices is XX from entry to mastery, with a slightly more clickbaity title: The key points summarized by XXX after earning a monthly salary of 100,000.

For veteran content, you have to limit yourself to one trick or one technique. After all, with the basic skills, you will be immune to the transition from entry to mastery. The general content will be: According to the AARRR rule, this technique increases conversions by 200%.

5. Keywords

Don’t forget that content operations increase the display and ranking of keywords in search engines. Keywords are the only bridge connecting us with users.

Keywords are generally determined in the following two ways.

5.1 Keyword Association

Keyword rules are formulated based on the characteristics of the industry and target group. These words are generally called industry words or core words, such as: ASO.

This word obviously cannot help us complete content operation. According to the ASO industry, we can think of APP operation. This word belongs to the first-level word. App operation includes data operation, user operation, content operation, and channel operation. These words can be called second-level words.

Expand long-tail words based on core words, first-level words, and second-level words.

5.2 Keyword Expansion

Common tools: Commonly used tools for expanding keywords include the Keyword Planner in Baidu's bidding tool, 5118, Jinhua Webmaster, and Aizhan Toolkit, which can all be used as tools for keyword expansion.

5.3 Competitors

Find a competitor that is related to your industry and does good content marketing, dig out the competitor's keywords, and make a keyword database based on the competitor's keywords. This trick is much better than just thinking about it yourself.

6. Article source

When users search for keywords and click on a web page, they must want to solve the questions in their minds, and the articles corresponding to the keywords must solve the users' problems.

If the keyword database is expanded to 10,000, then 10,000 corresponding articles will be needed. This is too many. If you produce them yourself, the display will not be good. And the quality of purchased articles cannot be guaranteed.

Here are 3 tips that can help you solve problems with article sources.

6.1 Translation

There are many good articles from abroad that can be translated and reprinted on company blogs, but during the translation process, try to use manual translation as much as possible. With translation tools like Google Translate and Baidu Translate, there will always be a situation where a sentence is correct but does not feel right when reading, and search engines can also identify whether an article is machine translated.

6.2 Aggregation

Aggregate articles of the same category, use tags or special pages to aggregate articles on the site, and layout keywords in special pages or tags.

Alibaba Yunqi Blog is one of the best blogs in this area. When searching for technical articles, you can see that Alibaba Yunqi Blog is ranked very high.

Special pages are common when conferences are held. Major media websites will create a special page to report on the conference. For example, the 2019 Government Work Report_China Government Network is currently ranked first when searching for Government Work Report on Baidu.

6.3. Reprint

For reprinted articles, you must obtain authorization from the original author and indicate the source of the article at the end of the article, otherwise it will become plagiarism.

The articles that are preferred for reprinting are public account articles, which should be reprinted as soon as the author publishes them, because the content of public accounts cannot be crawled by Baidu search engine. Secondly, choose the original blogger. The original content is still of higher quality and repost it as soon as possible. Try to avoid reprinting articles from large platforms, as these articles tend to become ubiquitous and have low search indexes.

1. Article operation tips

The article cannot be translated or reprinted verbatim. When operating the article, you should pay attention to the deployment of keywords within the article. A total of 4 key points are specified here.

1. The keyword should appear at least once in the title.
2. The keyword should appear at least once in the keyword and description.
3. Keywords appear multiple times in the article and are bolded when they first appear.
4. Add anchor text links from other pages.

Ps: Anchor text link, add a hyperlink to the keyword, the added link is the article link corresponding to the keyword.

Doing a good job in content operation is not a matter of overnight. It requires long-term persistence and accumulation. Here are some ways and methods to create good content. These are just entry-level methods. Each part can be broken down and discussed. More other issues about blog and column rankings belong to SEO issues. I hope that friends who do content operation can also pay attention to SEO techniques.

Related reading:

1. The three core elements and operation processes of to B operation!

2. Tob business promotion, an effective way to acquire customers for Tob business!

Author: Zhang Mu

Source: Paradigm Product Operation (ReadMeditation)