Two dimensions teach you how to spread high-quality content?

In an era where content is king, the value of high-quality content is self-evident. Almost all content platforms face this problem: how to make high-quality content appear in front of users and enhance users' favorability and stickiness to the product itself through high-quality content.

Content dissemination is the last important link in content operation . Content dissemination is divided into two outlets. The first is internal product dissemination, which is to publish the content in the product content module; the second is external channel dissemination, which is to spread the content to social media and other platforms to form a chain dissemination effect.

Internal product communication

The internal dissemination of content products includes four main operation forms: free flow, boutique recommendations , message push, and weighted ranking, all of which require certain support from the product mechanism.

(1) Free movement

Free flow means that content is published in the content module of the product without human intervention, and users can discover and read the content independently, and the dissemination is mainly influenced by the established product mechanism. For example, after a post is published in Baidu Tieba , it will be presented in the bar in chronological order. When a user replies to the post, the post will appear at the top of the bar. Zhihu's answers flow according to the user likes mechanism. When a user likes a piece of content, the content will appear on the timeline of the user's fans. The mechanisms for the free flow of content mainly include chronological order, latest reply, and likes from followers.

(2) Recommended products

Featured content recommendation is a commonly used mechanism in content operations, where content operators manually select appropriate content and recommend it in the operation position. Recommended content usually receives more attention. For example, on the first day of work in the new year, Apple's APP Store launched two special topics, "Adjusting Your Schedule After the Holidays" and "Embrace Work", and made concentrated recommendations on high-quality applications for time management and work efficiency, which just met the needs of office workers. The main operational means of boutique recommendations include opening up recommendation positions with large traffic entrances, pinning content, special tags, etc.

(3) Message push

Message push is a widely used operation method in the mobile Internet era. It is called Push or floating pop-up in APP, and called in-site message or desktop pop-up in the PC Internet era. Message push is one of the most powerful means of operation. The reason is that its information presentation is prioritized and mandatory, which can attract users' attention to the greatest extent, so the effect is better. However, due to the abuse of push notifications by many products, users are now less sensitive to push notifications.

(4) Weighted ranking

Weight ranking is achieved by performing multi-dimensional numerical evaluation of content and reorganizing and regulating the order of content according to a certain logic. For example, the download list, rising list, and new list in the Xiaomi App Store make recommendations based on multiple dimensions such as total downloads, downloads per unit time, and new and high-quality apps. Apps that enter this list will have more concentrated exposure opportunities. The advantage of weighted ranking is that it can discover emerging high-value content with potential, and can recommend long-tail content, avoiding the situation where users only see national applications such as WeChat , QQ, and Alipay on the list.

Similar to this are Jianshu 's new list, daily report, 7-day hot list, and 30-day hot list mechanisms. As the amount of content on Jianshu's homepage grows and the flow of information gets faster and faster, the weighted ranking mechanism can help high-quality content gain more lasting exposure opportunities and avoid being swept away by the rapid flow of information.

External channel communication

Internal product dissemination channels are always limited by the size of the user base, while external channels, especially social media, can generate greater dissemination due to the diversity and scale of user coverage. External channel communication mainly includes two platforms: social media platforms and content aggregation platforms.

（1）Social Media Platforms

Nowadays, almost all apps have the function of sharing content to social media platforms. Everyone hopes that their content can have greater explosive power with the help of social dividends and become a hit in the circle of friends .

The content dissemination of social media platforms is divided into native content dissemination and social media content synchronization. Native content dissemination means that users share links from within the product. The advantage of this form is that it can achieve the purpose of content-driven downloads by implanting product download entrances on content pages.

Another way to synchronize content on social media is to publish the content in the social media's own content ecosystem, such as WeChat public accounts and Weibo articles. The advantage of this form is that several social media, whether WeChat or Weibo, have given a higher weight to the content within the free content ecosystem, which can circulate more smoothly. For example, WeChat will limit the display of external links when they are shared to a certain level in the circle of friends.

When disseminating content through social media platforms, it is necessary to consider the characteristics of the social platforms and work hard on title planning and content presentation to make full use of the platform's dissemination potential.

(2) Content aggregation platform

In addition to social media, there are some platforms that do not produce content themselves, but aggregate other people's content, making themselves a content container, making it convenient for users to read multiple content sources on one platform at the same time.

For example, Toutiao and Yidian Zixun , which focus on aggregating news and information content, allow self-media authors and content source websites to authorize and synchronize content to the Toutiao platform. For example, the technology media such as Huxiu.com, Titanium Media , and 36Kr are all content sources for Toutiao. These technology media can use the aggregation platform to spread their content to more target groups, which solves the problem of limited scale of their own users.

The above-mentioned operational methods for content dissemination are applicable to content-based products, content aggregation platforms, communities, etc. I hope they will be helpful to everyone.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @白崎 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map