A new era of content distribution! Is Robin Li also here to “teach” everyone how to do operations?

A new era of content distribution! Is Robin Li also here to “teach” everyone how to do operations?
A few days ago, Li Yanhong, one of the leading figures in the domestic Internet industry, issued an internal speech titled "Welcome to the New Era", which is probably the most down-to-earth of all his speeches. What is most worthy of praise from our operations staff is that he mentioned "content" 32 times in this open letter. Among them, he emphasized the new era of content distribution, which made me presumptuous to think that he was blatantly teaching us how to do operations. Why do I say so? "Content distribution is one of the four major directions of content operation , and content operation is precisely the most important in the operation field." The new era of content distribution of Baidu means that we can obtain accurate traffic from Baidu at low cost through content operation, and Robin Li’s interpretation of this era is telling us how to obtain massive exposure on Baidu through content in 2017! 

Therefore, this article analyzes and studies "Welcome to the Era" from the perspective of content operation, and the key points can be seen: 1) What does Robin Li understand about the evolution of content formats? 2) What is the value relationship between content and business? 3) Where is the content disseminated? 4) Where is the traffic bonus of content on Baidu? 5) How to better use content distribution to attract traffic? 1. Evolution of content form In the early days of the Internet, content was mainly in the form of text. As bandwidth conditions improved, pictures began to appear. Today, there are more than just pictures. There is a new picture-related form called atlas that is also very popular. In addition to pictures, there are also videos. Today's video is very different from the past. First of all, there is the rise of short videos , which are applicable in very different scenarios and reach very different groups of people. Another content I think is data. Data is new content. With the advent of the mobile Internet era, how can data be combined with applications to present something more valuable? Structured data, on the one hand, provides users with more valuable content; on the other hand, it is also a prerequisite for the future of AI. The above light grey texts are all quoted from Li Yanhong's "Welcome to the New Era" (the same below) 

 Viewpoint: The content form of the data is actually not very clear at present. The content services based on language search and image recognition technologies mentioned in the article are currently perceived to be quite far from being operational. If we want to extend the content format, the content formats that are currently easier to see and easier to operate are topics (vertical content) and people who can produce content. There are also relatively successful product cases in these two dimensions. At the person level, there are Weibo, Facebook , and Twitter . In the direction of topic content, there are Orange Entertainment, Kuaikan Comics, Xiachufang vertical APP, etc. 2. The core dissemination position of content in the whole world has been changing, from PC Internet to mobile Internet . Many super apps have emerged on mobile Internet, and more and more content is encapsulated in WeChat and Weibo. In an environment of social media and self-media , people often talk more about emotions and want to spread what they are willing to believe. The facts are no longer important. This is a huge challenge for a company like us that focuses on search engines . Viewpoint: In terms of content production and dissemination, Baidu, which uses web pages as its main content carrier, is indeed not as good as Weibo and WeChat in terms of user experience. The most direct feeling is that we can quickly find the knowledge we want by looking at the pictures and texts in the public accounts , but the web pages found based on Baidu search are actually useful texts in advertisements. In addition, at the communication level, people now get more information through sharing by friends, and the information that friends are willing to share does contain articles with opinions and situations. This is also a challenge for Baidu, which specializes in distributing cold web pages. As for what kind of content is easy to spread, Robin Li also gave his opinion: it should be popular and pleasing to the eye. 3. Service contentization The contentization of services is also a relatively obvious trend. We write the services provided by Nuomi into content that users like, and push them to them through the feed flow of Baidu Mobile, which users will also be very receptive to. In the next ten to fifteen years, there will be a major trend, which is consumption upgrading in China. In the past, no matter how bad your product was, as long as it was free, users would use it; no matter how good your product was, as long as it was charged, users would not use it. Today it is completely different. As long as you do a good job, users are willing to pay for you. Users are also willing to pay for virtual things, service things, and content things. So in our definition, the so-called connection service, as long as it is not purely virtual content, as long as it includes payment behavior, includes online-to-offline connection, etc., we consider it to be a service. Interpretation : As I understand it, the contentization of services means packaging products and services with scenario-based content. It can be an experience sharing or a story, but it must not be a cold parameter interpretation. For example, if you introduce a restaurant, you can say that many celebrities queue up to eat there, or tell the inspirational story of the restaurant owner. This will definitely have a higher conversion rate than saying that the price is cheap or the location is good.

Regarding the contentization of services, Alibaba and JD.com actually advanced it earlier than Baidu. The above picture shows the newly added content functions of JD.com and Taobao respectively. The former is called JD.com Discovery Channel, which has already introduced excellent vertical institutional authors such as Hupu.com, Guoku.com, Diaodia, Dingdong, and Penguin Food and Drink Guide. The latter is called Taobao Weitao, and all the recommended content comes from Taobao sellers. Here you can also see hot articles about Wang Baoqiang’s divorce and various similar products posted by sellers. It allows sellers to have a new way to attract traffic by editing high-quality content.  4. In the new era of content distribution, Baidu’s core business is still content distribution. We now attach great importance to feed flow products. In the past, traditional searches were about people looking for information, but now it is gradually evolving into information looking for people. When a person does not actively express his information, we can already guess that this is what he likes and this is the information he needs. How to distribute it conveniently and efficiently to those who need and are interested in it is also a new opportunity and challenge in the form of content distribution. Encyclopedia is a very rigorous thing, but it started making videos that can be understood in seconds very early on, and they are placed at the very beginning of the entries, so their sensitivity to the content distribution environment is high enough. So this is the way of thinking we must maintain as we welcome the arrival of a new era. Be sensitive to new things and what will affect you. Opinion: Last year, when I learned that Baidu Encyclopedia was distributing video content at the top, I was really surprised, because it broke the original content format of Baidu Encyclopedia, which was mainly text and pictures, and turned knowledge into dynamic pictures. It caters to the reading habits of the younger generation of users who love to watch short videos in the mobile era, and also shortens the time for knowledge acquisition. In addition, knowledge products similar to encyclopedias have great potential and a high-quality foundation for content distribution, such as Baidu Knows, Baidu Experience, and Baidu Zhixin products. Everyone can pick up this area and study it again. After all, Robin Li also mentioned the need to vigorously develop knowledge graphs to match search queries with knowledge, so the search weight and traffic given will continue to increase.

At present, there are not many feed flow products in Baidu. Apart from Sogou as its core platform for content distribution, the feed flow products with some traffic are Baidu Tieba, Baidu News, and Baidu Nuomi, which was launched with a large amount of investment. What people are most looking forward to at present is how Baidu Maps and Baidu Cloud, which still have considerable traffic, will perform the feed function. The era of content distribution has arrived. Xiaoxian would like to give some suggestions to companies that want to generate content traffic on content distribution platforms. 1. As a content provider, don’t distribute blindly for the sake of distribution . This will make you lose your composure. For the specific reasons, you can read "Why you work so hard but still can’t produce good content"! 2. Please be sure to structure the content before distribution, and use your unique understanding of the industry to provide structured content that is truly valuable to users, rather than just focusing on hot spots and gossip with high traffic. This will cause great demands and harm to operators. 3. If you want to attract traffic through content distribution on Toutiao , UC Youshi , and NetEase, it still depends on the team's genes. For example, if a sales-driven company wants to start a content business by recruiting three new media editors, then I would suggest you find an outsourcing company to turn your services into content, and then concentrate on sales with strong cash flow. 4. Content distribution should be adapted to local conditions. Now Baidu Mobile is vigorously developing feed flow traffic, which likes indecent titles and content, but the content style of NetEase is indeed catering to articles with positive energy; Toutiao prefers short content, especially short videos, but articles in official accounts can be longer.

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

This article was compiled and published by the author @陈维贤(Qinggua Media). Please indicate the author information and source when reprinting!

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