New Media Matrix - How to distribute one article on multiple platforms most effectively!

" Wanda 's new media matrix ", " Haier 's new media matrix", "Smartisan's new media matrix", but these are all other people's new media matrices.

For a small company that does not have as many resources, talents and financial support as a large company, is it possible to create a new media matrix suitable for its current stage? The answer is of course yes. Now I will talk to you in detail about the new media matrix approach and how to operate it when the number of people and content cannot support too many platforms!

Why establish a new media matrix?

1. Increase the brand exposure of the enterprise;

2. Divert traffic to the main platform (currently most companies mainly use WeChat )

3. Public relations crisis enables companies to respond promptly and maintain brand reputation.

What are the main types of new media matrices?

In my opinion, there are two main categories:

1. Comprehensive type. A platform covering various content forms such as text, audio, and video;

2. Single type, such as multi-platform distribution of graphic and text content only.

Today we will focus on the second type mentioned above: how to comprehensively utilize graphic content platforms to distribute one article on multiple platforms more effectively!

There are so many new media platforms, how to choose?

We have previously mentioned the purpose of establishing a new media matrix: to increase exposure and direct traffic to the main platform. Therefore, we must take these two points into consideration when choosing a new media platform. Today we will mainly talk about the construction of a new media matrix for graphic and text content, which will involve the following platforms: Toutiao , Yidian Zixun , Dayu , Baidu Baike , and Sohu self-media platform .

Does the more platforms there are, the better the effect? ​​Not necessarily!

If you do not have strong content creation capabilities, for example, you can only write one original article every day, then the above five platforms are enough. While ensuring a certain level of exposure, you can also gain some fans.

Let’s start with exposure.

Based on the demand for exposure, we can divide the above platforms into mobile exposure and PC exposure.

On mobile platforms, such as Toutiao, Yidian Zixun, and Dayu, smart recommendations are made based on fans' reading preferences. Therefore, as long as you produce relatively high-quality original content in a certain vertical field for a long time, you can get better recommendations, which will bring exposure and fans.

On PC platforms, such as Sohu's self-media platform, the content you create will be included in the search engine and displayed when potential fans search for relevant keywords .

Like Baidu Baike, it has positions on both mobile and PC platforms, and it is better to get Baidu inclusion on the PC platform.

Therefore, our platform selection above takes into account the exposure of both mobile and PC platforms!

Let’s talk about diversion.

Especially for a platform that requires a certain type of vertical precise fans, it is even more necessary to build a new media matrix. As exposure is gained on more platforms, a large number of general fans can be screened, and a portion of accurate fans can be obtained on the main platform, gradually increasing the fan base of the platform, and then improving the self-propagation ability of the main platform. Of course, the content must continue to maintain high quality.

Now that we have completed a piece of content, can we publish it on WeChat now, and then just copy and paste it to the above platforms? Or can we just use relevant tools to synchronize and distribute the files with one click and we're done? That does save effort, but the effect will definitely not be very good!

Next, let’s talk about how to publish on each of the above platforms so that the articles can get more recommendations.

In terms of release priority:

Taking the above five platforms as an example, Toutiao and Dayu should be published first. If there is only one original content per day, you cannot publish on these two platforms at the same time. You can publish Toutiao on Monday, Wednesday, Friday and Saturday, and Dayu on Tuesday, Thursday and Saturday in a week.

Next, I will post some information, and then publish on Baijia and Sohu self-media.

In terms of release time:

The publishing time can be selected according to the reading habits of potential fans. Try to find the best publishing time and finally fix it.

The above are all my practical experience, for your reference! As platforms, they all hope that creators will give priority to publishing high-quality original content on their own platforms, be more active on their own platforms, and have also formulated corresponding rules. However, in practice, each platform is different, so you must pay attention to exploring the rules and understanding the details of the rules.

In addition to building a new media matrix through self-built platforms as mentioned above, you can also try to cooperate with KOLs on various platforms to form an external media matrix, such as looking for joke tellers on Weibo, big Vs on Zhihu, columnists on Huxiu and 36Kr , etc.

If you have the energy, you can also build a fan exchange group on the platform based on the above content matrix to narrow the distance with fans, have more in-depth communication, and improve fan stickiness.

The author of this article @ 51COO compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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