New media operation: How to build a self-media matrix?

Many students would say: It’s 2020, can self-media still survive? With information overload and content articles everywhere, can new public accounts still gain a foothold?

But I want to say: public accounts are indeed everywhere, but this is still an era where "content is king". For those of us who run individual public accounts, we still have many options to choose from.

No matter how flooded the Internet is with information, everyone is flocking to high-quality content. It is no exaggeration to say that content is the soul of self-media. Therefore, we must attach importance to the content of self-media and put content as the first priority in building a public account. This is not an exaggeration at all.

position

Selection of core content for self-media - select content in the areas that you like and are good at.

▎Determine a main line

Determine the segmented vertical positioning of your personal self-media. Positioning requires a certain degree of verticality. For example, if you want to create a public account about English, your first positioning must be to deny the general category such as English education. Next, let's break it down and think deeply about it. Is your main focus sharing English learning methods for adults? Or to solve a certain type of exam? Or can it be used as an aid in reading foreign journals in English? Think clearly about the direction you want to take.

▎Determine 1 or 2 sub-themes

The main line alone is not enough, you also need to add side lines to expand the content. Remember that the correlation must be strong, but correlation does not mean the same industry, and it does not mean doing the postgraduate entrance examination English and the college entrance examination English. What is important is the relevance to the audience. The audiences of postgraduate entrance examination and college entrance examination English are completely different, so choosing the wrong relevance will weaken the verticality of the self-media. To give another example, if you want to do adult English education, you can supplement it with some content from American TV series or even workplace content, but don’t let it take over the main focus.

content

We can choose articles, Vlogs, pictures, etc. as content carriers. But there are three points we need to pay attention to: continuity, stability and quality.

Continuity and stability

Make users develop a certain degree of reading dependence on your content.

Continuity and stability can make users get used to reading your articles. One to two updates per week. If I have time, I can upload more content.

▎High quality is divided into two aspects

The first is the quality of the content. Don’t produce shoddy work. You are building your own brand. Continuous high-quality articles will slowly improve your user reputation. At the same time, the degree of dissemination and user stickiness can be better improved.

The second is packaging. The overall layout and design must be stable, simple and beautiful.

Other traffic resources

In addition to traditional content, there are other drainage resources, such as: organized systematic learning materials, and difficult-to-obtain film and television materials.

Use resources as traffic diverters to external traffic platforms. Such as movie resources, book resources, audio resources, etc.

PS

The traffic resources need to be consistent with the positioning of the official account and be able to be extended in a targeted manner. For example, for a public account for English learning, some resource links can be placed in the public account, and external traffic channels can only be obtained through the public account. In this way, users from external channels will be continuously introduced to the public account. At this time, we need to find ways to retain fans.

The benefits of precipitation are obvious. After the official account’s tweets accurately reach every follower, they continuously strengthen the fans’ understanding of the official account’s communication concept, while also providing conversion opportunities for fans to engage in possible future payment or advertising behaviors.

The disadvantages are equally obvious. The space of WeChat public accounts is relatively closed, and articles published solely through this channel are unlikely to reach new users. Therefore, we need to open up more external channels to attract traffic to the official account.

Zhihu has a large user base and is more tolerant of those who produce personal content. It is a platform that provides multiple types of solutions, and users are willing to trust the content recommended by this platform.

And Zhihu can provide free referral traffic. As long as the user answers the question, his followers may receive the answer and even search and read it.

Answering some highly-watched questions on Zhihu may help one get a relatively high position in Baidu searches, which is almost impossible to accomplish with one's own ability.

Major information platforms

Toutiao, Yidian Zixun, Sohu Information Platform

Baidu Baike, Big Fish, etc.

Not a very good distribution platform. During monitoring, it was found that the traffic-generating effect of these platforms is not very good, but they can actually obtain some free traffic.

Fei Fei Shui provides you with some superficial ideas in the article. I hope you can try them more. I also hope you can tell me in the comments what good communication methods you have created, so that we can share and improve together.