Taking Baidu Index data as an example, how should we select topics in content operation direction?

In order to allow most users to see the content they like, good materials are naturally indispensable, and finding materials can be said to be an essential skill for new media editors. However, often because the mobile phone screen is too small, when encountering large amounts of content, it is still necessary to use the search engine on the PC to complete the editing.

Therefore, the data from the PC side can provide certain guidance for new media operations . However, web pages generally have a lag, so this method is not recommended if you want to keep up with hot topics.

As the traffic leader on the PC side, Baidu has successfully developed various data mining tools for the general public in recent years, and Baidu Index is one of them.

"Baidu Index is a data sharing platform based on Baidu's massive Internet user behavior data. Through it, we can study keyword search trends, gain insights into changes in Internet user needs, monitor media public opinion trends, and identify consumer characteristics."

The official definition feels very authoritative, but what is the actual operational effect?

Today, Li Gen will use the relevant data of Baidu Index and combine it with the WeChat interactive marketing industry to look at how to select topics in the direction of content operations .

There is no doubt that, judging from the industry he is currently in, Li Gen is more concerned about keywords such as "new media operation , WeChat marketing , WeChat typesetting, WeChat interaction", so he hopes to use Baidu Index to mine user data to help himself better select and plan content.

Content demand trends

Judging from the trends of WeChat operation -related keywords in the past year, the four aspects of WeChat official accounts , WeChat promotion , WeChat editor , and new media operations have been relatively stable. Therefore, our future content priority will continue to be to output WeChat editor operation tutorials and new media marketing cases .

The overall trend index is indeed a powerful tool for verifying demand. It is very important for self-media engaged in content entrepreneurship . If the overall index is indeed lower than 200, it means that the public demand is relatively small and you need to be very cautious in choosing. Perhaps the improvement of the overall index depends on the contribution of your team.

Let's take a look at the index trend comparison of the five major self-media platforms : Toutiao , Yidian Zixun, Zhihu, QQ official accounts and Baijiahao. The higher the index of a platform, the more attention it receives. Therefore, if time is limited, we must make some choices when choosing the platform to push articles.

Content Demand Map

It is not difficult to see from the demand maps of the above two groups of keywords " WeChat public platform " and "WeChat public account " that "editor" and "WeChat editor" are closely related to the core keywords. This shows that most new media operators will immediately search for the editor for editing and typesetting after logging into the WeChat public account backend. Our future content focus will naturally be to output more practical tutorials to help everyone easily typeset.

The keyword "new media operation" directly represents the vast number of backstage fans themselves. From the picture we can clearly see that this position is very sensitive to responsibilities and implementation plans. A more intuitive picture for me is: Xiao Li, you have just joined the company, you need to clarify your job responsibilities and come up with a relatively complete operation plan for me as soon as possible.

Of course, there is nothing wrong with the company doing this, but new media operation is a profession that has only become popular in the past two years, and people with senior work experience are few after all.

Therefore, we will prepare more new media marketing case studies for push in the future, so that every operator can make a little progress every day.

Perhaps attentive students have noticed that some keywords in the content demand map can be connected. You can use the long-tail keyword tool of Webmaster Home for matching and optimization in order to discover more user needs.

Public Opinion Insights

WeChat operation keyword public opinion:

Public opinion insights are more important to operations than the value of Baidu Knows, because through them we can know what questions users are most interested in in search engines.

Judging from the content of the above screenshots, netizens still have some doubts about the typesetting format and material selection of the WeChat editor. This means that we can be more targeted when doing search marketing and content selection, but the prerequisite is that we need to edit a Q&A collection, and then disseminate it through platforms such as Baidu Knows, Zhihu and the official website, and then monitor public opinion through the index after a period of time to see if our answers have played a role, and continue to cycle back and forth to form our own public opinion model.

Crowd portrait

From a geographical perspective, searchers for WeChat operation-related terms are mainly concentrated in Beijing, Shanghai, Shenzhen, and Chengdu. This is basically consistent with the statistical data from the backend of our official account. In the future, when expanding offline course business, first-tier provinces, cities, and districts will be the main battlefield.

Judging from the gender distribution, men account for the majority. I didn’t expect that men could arrange such a beautiful layout. Maybe I should seriously consider whether it was done by a female man.

The above is the Baidu Index analysis based on WeChat operation-related words, which uses keywords such as "new media operation", "WeChat marketing", "WeChat layout", and "WeChat interaction". If you are willing to add keywords of your own industry and explore further, the data you get will be more accurate.

Finally, let me summarize for you how to use Baidu Index to select content topics:

1. First, select a few related keywords based on your industry and field. Remember, they must be the words most relevant to user behavior.
2. Study keyword marketing trends, evaluate the effects, and understand the conversion rate of the content invested in it;
3. Insight into the real needs of users. Don’t just work hard. You need to know what kind of content services users really need.
4. Monitor public opinion trends and respond promptly;
5. Identify consumer characteristics, who our users are, how old they are, where they are, and which day their search enthusiasm is highest.

Example

To give a simple example, through the analysis of the keyword " car ", it is found that querying traffic violations is a high demand, and the query button in the custom menu of the Autohome official account just verifies this point;

At present, vertical self-media is extremely popular, and I believe that the automotive field is no exception. We selected several popular keywords (cars, SUVs, car quotes) for trend research. The overall trend is upward, OK, no problem;

By looking at the public opinion insights of "Car Reviews", we can see that the public wants to see a professional program that can analyze quotes and fuel consumption. The more intuitive way is of course video;

Finally, looking at the population positioning, the target group is middle-aged men in first-tier provinces and cities, which basically matches the consumer group of the above-mentioned models.