Operation Society Radio: 4 ways to attract traffic through content operation

Recently, our operations research club discovered a problem: most people tend to understand content operations as being responsible only for producing content for user consumption and helping to improve user retention of the product.

In fact, in addition to activating users within the site, content operations can also export high-quality content to outside the site, contributing to product traffic and branding. If content operators want to use the high-quality content they have to generate traffic and build brands, the first thing they need to solve is the problem of off-site content output. This is also the core topic of this issue: how does content operation introduce traffic and what are the methods of content output.

1/ Brand-level content traffic introduction

The most common way to introduce traffic at the brand level is to aggregate high-quality content within the product based on topics, and produce e-books or paper books such as Zhihu Weekly, Zhihu "Yan", Baidu Knows Big Data, etc., and then output and disseminate content in major e-book markets and paper book channels. Zhihu Weekly, which has done relatively well in this regard, has nearly 100 million exposures across the entire network.

For other ways to output content at the brand level, you can reply to the keyword "content brand" in the official account "Product Rookies" to view it.

2/Introduction of content traffic at the self-media level

When it comes to content output at the self-media level, the first thing that comes to mind is publishing content updates on various social media platforms. In addition to racking your brains every day to figure out how to increase the number of readers, I wonder if you have ever thought about publishing content on these platforms and how to more efficiently convert recommendations and readings into product traffic.

Take the public accounts that everyone pays attention to as an example. Subscription accounts are stacked and various similar accounts are flooded. Now the ratio of the number of people who click on the article to the number of people who receive article push notifications can reach 10%. In addition, among these users who open the article, it would be good if the proportion of those who can scroll to the bottom of the article and click to read the original text and convert it into effective product traffic can reach 10%. According to this calculation, the conversion rate of the official account from the number of people reached by pictures and texts to effective traffic is only 1%.

So how do we improve it?

The suggestion given here is to use the message template function of the official account to replace the push of the official account to achieve content exposure.

For non- e-commerce products, if the WeChat official account message interface template is used for content push, users can directly enter the product web page by clicking after receiving the message. The conversion rate of message delivery/effective traffic should be increased by more than 10 times. In this way, the official account (only service accounts have template push function) will have the same value as the app's message push center.

If you have a product with transaction attributes, operators can use message templates to directly push product pages, improve the product page's ability to obtain effective traffic in the official account, and at the same time provide timely interactive messages based on users' consumption behavior in the product.

If your official account also wants to have the function of message templates, you can refer to the template interface of Youzan Mall for technical aspects, and you can refer to the official account "Uncle Kai Tells Stories" for operations. Clicking its pictures and texts will directly jump to the mall page. By the way, when you click on the pictures and texts pushed by JD.com, you will be directed to the specific business activity page.

3/ Introduction of content traffic at the social level

The biggest difference between content and activities in terms of traffic acquisition is that content traffic is mainly introduced through external sharing by users after the content is produced, while activities are a multi-channel warm-up and promotion before the core activity begins. Therefore, in addition to joining their own media channels, the way to attract traffic to products on social platforms should actually be to consider how to guide users to share high-quality content in the product on social platforms, and create good user return for the product through the content shared on social platforms, and it is direct and effective traffic.

There are two measures that operators can take to increase user sharing. One is to synchronize the content to the user's social platform by default after the user finishes writing it (if the user logs in to the product with a social account). The other is to set up sharing activities with prizes. The prizes can be red envelopes, trial memberships, points, etc.

4/ Introduction of content traffic at the business level

Resource exchange and traffic exchange are the simplest cooperation modes in product cooperation. Operators with strong resources and face recognition capabilities can actually use content as a bridge for cooperation and export the product's content SDK to attract traffic, such as entering Zaker, Toutiao , NetEase News, Baidu Mobile, UC Browser and other tool apps and smart hardware that need content...

This method of introducing traffic requires cooperation between operations, product, and technology colleagues to concentrate the platform's high-quality content in a container, and then embed it into the partner's products in the form of embedded functions. In this way, the content updated by the operation in the product will be quickly synchronized to the SDK-implanted product. The closer the content is to the attributes of the partner's products, the higher its efficiency and conversion rate will be. For example, the popular posts on Tieba are added to Sohu, which brings in millions of content traffic every day.

Okay, the above is all the knowledge about how to introduce traffic through content operation in this radio station. It mainly includes four levels of means: brand, self-media, social platform, and business cooperation. Simply put, it is to continuously and efficiently output high-quality content to other platforms, thereby achieving the introduction of traffic.

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

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