The most complete! Summary of Zhihu’s traffic marketing strategies!

Did you know:

What kind of brands are suitable for marketing on Zhihu ?

What kind of results can be achieved through marketing on Zhihu?

Contents of this article:

1. What categories is Zhihu suitable for?

2. What effects can Zhihu achieve?

3. Basic marketing strategies on Zhihu

4. How to use public domain traffic: topic marketing

5. How to play with private domain traffic: creating accounts

6. How to play with precise traffic: search and information flow

The following is the text, please read! enjoy!

1. What categories are suitable for Zhihu?

I will first post a user portrait of Zhihu, which may change the perception of some friends.

The first "counter-common sense" is that the male-to-female ratio on Zhihu is 53:47, which is basically balanced.

In many people's impressions, the main user profile of Zhihu is: "male" and "Internet practitioners", but this is not the case.

Cognitive blind spots often mean dividends. Brand owners of beauty, clothing, mother and baby products and other categories that mainly target women have seen this dividend and made arrangements in advance, and have made a fortune. The method will be described in detail later.

Let’s take a look at the following more detailed user portrait.

The second "counter-common sense" is that the educational background of Zhihu's users is really high.

Nearly 80% of users have a bachelor's degree or above. I believe this is difficult to achieve on other platforms such as Douyin, Kuaishou, Toutiao, Weibo, Xiaohongshu, etc.

So jokes like "I'm in the United States, just got off the plane", although exaggerated, do reflect the user profile of Zhihu to a certain extent.

The third "counter-common sense" is that the average daily browsing time on Zhihu exceeds 60 minutes.

For a long time, Zhihu has been a long text and picture platform, or more accurately, a text-based platform.

For some users, the appeal of pure text content is no less than that of short video content. This group of users is generally considered to have a higher "education level".

Based on these three "counter-common senses", Zhihu's user portrait is vividly portrayed: balanced genders, highly educated, and "addicted" to long text content; those who meet these three characteristics are generally "high-income" and "high-spending" people.

Based on these three limiting conditions, I have divided brands into two categories that are suitable for Zhihu: high customer unit price, high cognitive threshold, and long decision chain.

Mass consumer goods: including "mid- to high-end products" in digital, beauty, skin care, maternal and child care, and daily chemicals

Cautious consumer goods: including education, medical care, insurance, real estate, financial management and other "products with high cognitive threshold and long decision chain"

2. What effects can Zhihu achieve?

Let’s talk about “selling goods” first. When you see this word, you may doubt: “Can Zhihu sell goods?”

The reason for the doubt comes from the characteristics of Zhihu:

The first is the threshold of text content, which has been clarified in the previous part and will not be repeated here;

The second is Zhihu’s long-standing “serious” community style, which encourages in-depth content and rational analysis, but cultivates users’ natural resistance to “eating for a living” behavior.

A typical case is the Baidu Wei Zexi incident. Many Zhihu big Vs accepted public relations fees from Baidu and covered up the incident, and were eventually blocked from the Zhihu platform. This is also one of the landmark events of Zhihu's boycott of marketing.

Zhihu’s boycott of “eating rice” is similar to that of Bilibili.

Users of Bilibili also resist the practice of making money by eating, especially the wrong way of doing it. The core reason is the "purity" of the subculture circle. Zhihu and Bilibili have the same conclusion on this matter. The more fundamental reason is that Zhihu has lacked a complete "conversion loop" for a long time.

The grass planted on Zhihu must be pulled out on other platforms. In contrast, Douyin, Kuaishou, Xiaohongshu, Weibo and WeChat in the next class have established a complete e-commerce closed loop sooner or later, and can convert the traffic generated by the content more directly and efficiently.

Zhihu not only lacks an official monetization path, but has also been cracking down on e-commerce traffic diversion forms such as external links and Taobao passwords for a long time. Only a few WeChat public account ecological diversion behaviors are tacitly allowed.

The lack of a complete conversion loop has inhibited brands’ conversion attempts on Zhihu from a system level.

Because of these three characteristics, most brands have not thought about Zhihu as a platform for selling products.

But the situation has changed. As Zhihu began to fully commercialize in 2019, "new variables" occurred. The original correct perception may be becoming a shackle that prevents brands from gaining new growth points from Zhihu. This is the Zhihu shopping cart.

The Zhihu version of the shopping cart is divided into personal version and institutional version (enterprise blue V version).

The public beta started around November 2019; the official name of the personal version of the shopping cart is "Good Product Recommendations", and the official name of the institutional/enterprise version of the shopping cart is "Conversion Component". Let me first introduce the personal version of "Good Product Recommendations". Below is a product screenshot of "Good Product Recommendations".

After clicking on the card, you will jump directly to Taobao, which is very similar to the early shopping cart practices of Douyin and Kuaishou. Currently, it supports three e-commerce platforms: Taobao, JD.com, and Pinduoduo.

Currently, not all accounts have the permission to enable "good product recommendations", and Zhihu still relies on invitations. The official has not announced the rules. Personally, I feel that the permissions are related to the content quality, number of fans, salt value, and creator level of the account.

At present, Zhihu has launched the "Good Product Recommendations" function for three months. What are the data like? The account with the largest sales volume has a monthly GMV of nearly 10 million, but this account has less than 50,000 followers.

The account with the most fans on Zhihu has over 2 million. This account, which is the most popular in selling products, can be considered a "mid-level account" at most. Below is a screenshot of the background of this account.

Although Zhihu’s ability to bring goods is certainly weaker than that of Douyin, Kuaishou and Taobao Live at this stage, please note that this data is from a time when the platform has only been in public beta for three months and has not used all its traffic to support it, and users’ shopping habits have not yet been formed. I believe that anyone with a discerning eye can tell what this data means: traffic dividend.

Next, let me introduce the enterprise version of the shopping cart - the "conversion component".

Compared with the personal version of the shopping cart, the main difference of the enterprise version is that in addition to supporting the insertion of e-commerce SKUs, it also supports the insertion of "forms" and "App downloads", with richer conversion forms, as shown in the figure below:

"Form" components are very suitable for brands with long-link conversions, such as education, real estate, and medical beauty clients. And if you have doubts about the marketing efficiency of the institutional version, the "conversion component" can also be used directly on the personal account by registering the personal account as a company, which is very invincible.

A conversion link that only has conversion but no traffic amplification function is incomplete and inefficient, so Zhihu has also opened up the buying volume function. Buying traffic is also divided into personal version and institutional version. The personal version is called "Super Agree". Currently, each reading is 0.3 yuan and does not have any crowd targeting function.

The institutional version is called "Zhi+", which uses the information flow model for bidding, can use crowd package targeting, and can be combined with the "conversion component". The cost is 0.2 yuan per click;

To be honest, the launch of the Zhihu version of "shopping cart" + "traffic buying tool" is like opening up the Ren and Du meridians of Zhihu marketing for old masters who are familiar with Zhihu's rules and gameplay.

Combining the existing "internal strength" - familiarity with Zhihu's distribution rules, understanding of the community's tone, and the ability to create high-quality content - can produce a systematic approach with high ROI and high monetization efficiency.

The overall logic is as follows:

The "Internal Strength" section contains cases, which I will share in detail in the next section.

Let’s talk about “product promotion”. Product promotion is brand promotion, exposure and reach, and CPM.

But the more essential feature of "brand promotion" is: "It does not aim at immediate conversion, but aims to create a unique and good brand image and to improve long-term conversion rate and gross profit margin."

In terms of product promotion needs, brands are more concerned about the platform's user base and content tone, as this is Zhihu's traditional strength.

The picture above is a typical Zhihu product promotion marketing, I don’t know the clinic. At this point, I want to tell you a story:

Some of you may have heard of "One Piece Luffy", one of the most "powerful" users on Zhihu. His deeds are as follows:

You may want to click and take a look. When some friends learned about the Pirate King Luffy, they joked, "Zhihu, share the story you just made up."

But objectively speaking, compared with similar platforms, Zhihu has the highest pursuit of real content. The second half of the story is: "Pirate King Luffy" account was directly blocked. It is a pity that a creative genius fell in this way.

But on the other hand, it also highlights Zhihu's concern for "truth". To a certain extent, this also supports Zhihu's position as a strong traditional "product promotion" platform.

I took a screenshot of a case. The background was that a user used the "clickbait-style" gameplay of a certain platform to post on Zhihu. Many people read it, but in the comment section, he was criticized by Zhihu netizens.

It can also be seen how high the requirements of Zhihu are for real, high-quality content.

Finally, let’s talk about “word of mouth”. In terms of word of mouth demand, brands care about whether they can influence users’ consumption decisions.

This is also Zhihu's traditional advantage project. The community tone and content interaction accumulated over the years have led some users to develop the habit of checking information on Zhihu first and then making consumption decisions (including myself).

The key to word of mouth is to search for brand words. We once served a client whose offline service had a bad reputation.

It was because of a big V on Zhihu that someone tried their products and ended up with severe skin allergies. The big V then posted a message on Zhihu, which then attracted the attention and collaboration of other big Vs in the legal field on Zhihu, causing the incident to begin to ferment.

It was expanded and spread to Weibo, WeChat, and finally appeared on CCTV. The cash loss and potential brand loss caused that year were estimated to be more than 1 billion.

This also illustrates the importance of Zhihu’s reputation for brands in rapid growth and mature stages.

The core reason is that the brand reputation on Zhihu is very important because its target audience is often people with the right to speak and influence, who have the ability to ferment and detonate word-of-mouth and are at the "upstream of the information dissemination chain". If it is not maintained well, it is likely to cause fermentation throughout the entire network.

So far, the three effects have been introduced: "brand promotion", "word of mouth", and "sales promotion". What weight can brands get for each of them on Zhihu?

Before the launch of the "shopping cart", the relationship might have been 5:4:1; now, it is more likely to be 4:4:2.

If more brands discover the benefits of selling products on Zhihu and join in, the weight of "selling products" may be higher.

3. Basic marketing strategies on Zhihu

Zhihu's traffic distribution mechanism is centered around question-answer, which is the basis for discussing Zhihu. Let's first look at a few simple questions (which are the basis for our understanding of Zhihu):

Question 1: What is an information element?

Information element is the most basic organizational form of information, similar to atoms in objects.

Question 2: What is the information element of Zhihu?

"Questions and Answers". One question, multiple answers.

The shape is similar to a centipede. Among them, the question is the centipede head and the answer is the centipede legs. This type of information element is a "composite information element".

Question 3: What is the difference with other platforms?

On other platforms, whether they are short text and image, long text and image, or video platforms, information elements are "individually independent".

For example, a "Weibo post", a "public account article", or a "Tik Tok video".

This type of individual independent information element is more similar in shape to "Paramecium" and belongs to the category of "single information element".

Question 4: What is the difference between Zhihu and other platforms?

For other platforms, whether WeChat, Weibo, or Tik Tok, the basis of their gameplay is to enhance and optimize a single information element to amplify the dissemination effect. "Just do this content well, that's enough."

Under Zhihu's "centipede" information element architecture, the characteristics of traffic distribution are obviously different, so more issues need to be considered, such as: "Do we need marketing questions or marketing answers? How to choose the right questions? Is the order of answers important?"

For a "Paramecium" type platform, the marketing effect only needs to look at the quality (content quality), volume (exposure data) and density (conversion rate, which is related to the first two) of the information element. For a "centipede" type information element platform, the marketing effect only needs to look at the quality (content quality), volume (exposure data) and density (conversion rate, which is related to the first two) of the information element.

In addition to the above factors, it is necessary to consider multiple factors such as "the relationship between the head and the feet" (the relationship between the question and the answer) and "the order of the feet" (the order of the answers), so the gameplay is more diverse.

Many friends are confused: "How are the answers to Zhihu questions ranked?" "Why are some answers ranked at the top with few likes, while others are ranked at the bottom with many likes?"

This involves Zhihu’s core algorithm: the Wilson integral algorithm, which determines the order of answers to a question. Sorting is one of the most critical distribution mechanisms of Zhihu, because any answer can only get more exposure opportunities if it ranks high.

For a complete explanation of the Wilson integral algorithm, you can read the explanation of the former product director of Zhihu. In short, the order of answers under each question is determined by the weight of the answer:

The weight of each answer = original force + buoyancy – sinking force

Force = [the account weight of the answerer in the category to which the question belongs]

Buoyancy = [Like], [Collection], [Editor's Recommendation], [Professional Medal], etc.

Downward force = [oppose], [no help], [report], etc.

As can be seen from the formula, the factors that influence the ranking are far more than just the number of likes.

From the perspective of "Tao", all factors that affect ranking are highly correlated with content quality.

This tells us the first rule of Zhihu marketing: "Content quality is the most important."

It is these forces working together that create the "weight" of the answer.

What can be broken down more finely is that the composition of each force is related to the "person/account" behind the application of this force.

Force ≈ (Account weight of the force exerter in the category to which the issue belongs x 70% + Number of followers of the force exerter x 30%)

This sounds a bit abstract, so let me give you an example:

Here’s a question – What cosmetics and skincare products are there that you knew were useful, but only discovered after using them that they were actually so useful?

Suppose I answered the questions above and implanted the product. There are two Zhihu authors, A is a beauty blogger with 30k followers, and B is a car blogger with 100k followers. Which one's like will have a greater impact on my answer? The answer is A.

Because this question belongs to the "Beauty" category, A's account weight in this category is much higher than B's, so A's like weight under the question is also greater than B's.

This illustrates the second principle of Zhihu marketing: "Whether the category of the big V fits is more important than the number of fans."

By the way, Zhihu has currently opened an official channel for big V brand cooperation, called the "Zhi Renwu" platform. The picture below shows the various big Vs that the Zhi Renwu platform can cooperate with.

At present, brands can only cooperate with officially certified MCNs;

Now that you know Zhihu's "information elements" and basic "sorting logic", let me introduce Zhihu's "traffic distribution".

Zhihu’s traffic can be mainly divided into three parts: public domain traffic, private domain traffic and precise traffic.

Public domain traffic mainly includes recommended traffic and hot lists, which are introduced in detail below.

Private domain traffic mainly includes attention flow and private messages; precise traffic mainly includes search boxes.

I have summarized the following rules about the scale and value of these traffic in marketing:

It should be emphasized that there is a difference between Zhihu and other platforms: the distribution of recommendation flow and search box will bring a steady stream of long-tail traffic. This is an important feature of Zhihu. If used well in marketing, it can greatly improve ROI. Please refer to the following figure:

The following figure summarizes the traffic distribution links of Zhihu, which can help you quickly understand Zhihu:

After introducing "traffic distribution", let's move on to the specific gameplay level, that is, "technique";

I will introduce a case for public domain traffic, private domain traffic, and precise traffic.

4. How to use public domain traffic: topic marketing

The main method of playing public domain traffic is "topic marketing", which is divided into three steps

1. Plan or find a suitable question

2. Invite appropriate influencers to answer questions and carry out implantation

3. Achieve brand exposure and conversion

First: What question to choose? The questions must be related to marketing demands. Common routines used by Zhihu are:

“What kind of xxx is cost-effective?”

"Among xxx, which brand is niche and easy to use?"

"I am xxx and need to buy yyy. What is suitable for me?"

The picture is typical

Of course, the questions don’t have to be too formulaic, you can just use your imagination and think outside the box. For example, there is a marketing tactic called "surprise twist."

I once saw a question: "What is it like to buy a luxury car when you are young?" Let me briefly tell you the story of the answerer who had a "magic turn":

I had just graduated from studying in the UK and returned to China to start working. My family gave me 500,000 yuan to buy a car and a watch to improve my appearance.

I originally planned to buy a car worth more than 300,000 yuan and a watch worth more than 100,000 yuan, which are relatively good grades. But as I was choosing, I found that it was not feasible. This Mercedes-Benz E300L luxury version worth 500,000 yuan was simply customized for me. It was so attractive that I had to buy it.

But after buying a car, I can’t buy a watch, which makes me so worried. After struggling for a long time, I finally solved it perfectly!

How to solve it?

I bought a car worth 500,000 yuan, and at the same time, I spent 2,000 yuan to buy a high-end imitation watch that is exactly the same as the original. When I put it on, others would not doubt the authenticity of the watch when they see me driving a 500,000 yuan car. Spending 2,000 yuan achieved the effect of spending more than 10 yuan. Perfect.

After going through so much trouble, can you guess what the answerer is marketing?

That’s right, a high-end imitation watch worth 2,000 yuan, a true “miracle twist”. In the comment section under the answer, there were also a lot of Zhihu netizens asking where the watch was bought.

Back to the topic, when choosing a question, should you choose to create a new question or answer under an old question?

Finding the right old problem is always a priority.

Because existing questions already have people paying attention, adding new answers will provide more opportunities for traffic distribution.

But can any stock problem be selected? Not really. If the number of people answering the question is too large (more than 100 answers) and there are already highly-rated answers (more than 100 likes), marketing will be more difficult.

According to the sorting logic introduced above, newly added answers to a question need to compete with existing answers. If there are already many answerers and highly-rated answers, it is like your visa-free entry is already a mountain, and it will be difficult to stand out.

For example, the old question below has a very high number of answers and upvotes, which is simply Mount Everest. It is not recommended to choose it.

After selecting the question, you need to find a suitable influencer to answer it.

As mentioned earlier, the weight of Zhihu users’ answers is 70% for their accounts in this category, and the number of fans accounts for 30%.

Therefore, "big V category fit" is the [first principle] for selecting big Vs. “The more fans, the better the appointment” is the second principle of choosing a big V, because a big V with a large number of fans can bring more traffic distribution through the attention flow of private domain traffic. "High-quality content" is the third principle for selecting big Vs.

In the past, we generally used the indicator of "the average number of likes for the last ten pieces of content" to measure the content quality of big Vs.

Values ​​over 1000 are top influencers.

500-1000 is a high-quality V.

200-500 is a good V.

100-200 is a qualified V.

Anything below 100 might be a little too weak.

The reading rate of a single article on Zhihu is generally = number of likes x 100. Since you can’t see the number of readings on Zhihu, you can use this formula to estimate it.

Therefore, the three main principles for selecting big Vs are "the big V's category fits", "the more fans the better", and "high-quality content".

In addition to these principles, there is now a smarter way to measure the quality of big Vs, which is Zhihu MCN's backend system "Zhi Renwu".

Similar to Weibo's micro-tasks and Douyin's star map, it is open to Zhihu's official certified MCNs. In "Zhi Tasks", the category scores and rankings of big Vs can be displayed. It is much more efficient than the previous needle-in-a-haystack approach to finding big Vs. Currently, it is only open to Zhihu's official certified MCNs, including us.

The picture below is my own "Zhi Mission" background rating:

It can be seen that in the Zhimanship system, the categories that the big Vs are suitable for and their commercial value within the categories are clearly quantified, making it easier for brands to select big Vs.

After completing the two operations of "picking questions" and "finding big Vs", the next step is to figure out how to rank your answers higher and get more exposure.

In the past, such operations were often combined with some non-standard operations, such as finding big Vs to follow, like, or even oppose, but these behaviors are all violations and may result in illegal marketing, deletion of answers and questions, and in serious cases, there is even the risk of account suspension. I don't recommend it.

Since Zhihu was commercialized, it has completely standardized this type of process. It cooperates with officially certified MCN agencies, places orders through "Zhi Mission", and cooperates with big Vs. This not only has a higher ranking weight, but also makes illegal operations unnecessary.

And there is another benefit. The content obtained through cooperation on "Zhi Renwu" will not be deleted. Previously, any content with marketing purposes on Zhihu may be officially deleted due to reasons including automatic detection by algorithms, manual review or reports from competitors. Placing orders through the official "Zhi Renwu" avoids this problem.

At the same time, you can insert "good product recommendations" in the answer to directly carry out product conversion.

The following is the topic marketing we carried out for OPPO last week through the official "Zhi Mission", including "topic planning", "big V selection", and "good product recommendation". It ranked first on the hot list and the effect exceeded customer expectations:

Many brands are also worried that it will be very expensive to place orders through the official website.

In fact, this is a misunderstanding and it won’t happen. The "Zhi Renyi" platform has many big Vs in various categories with very high cost-effectiveness, and the cooperation price starts as low as 3,000, which can be chosen by customers.

After introducing the public domain gameplay, let’s introduce the private domain gameplay.

5. How to play with private domain traffic: creating accounts

The most typical private domain gameplay on Zhihu is to create accounts, which is very suitable for various categories with high customer unit prices and long decision-making chains, including education, real estate, medical beauty, and insurance. If you know your stuff, the ROI is very high.

In the past, it was quite popular to create a personal account, but according to Zhihu’s rules, virtual identities are against the rules, and it is also against the rules for a personal account to conduct malicious marketing, which carries great risks.

When we were practicing, our team members operated more than 30 accounts with more than 10,000 followers, and most of them were blocked, which shows that Zhihu cares about the "authenticity of the content."

Is there a way to create an account that is permitted by Zhihu rules and has low risks?

There are two types. One is the operating organization account, Blue V, the main body behind it is a company, the marketing is reasonable and legal, and it can also use two powerful weapons, "conversion components" and "knowledge+".

The second type is people who are related to marketing products and have real identity support, such as founders of educational institutions, executives of insurance companies, doctors of medical beauty institutions, etc. They can create high-quality content for their respective products from the perspective of relevant practitioners and conduct marketing.

These two methods can also be combined. You can register a personal account, but register the personal account through the company, so that you can add "conversion components" and "Zhi+" to the personal account.

With conversion channels and traffic amplifiers, the user resistance caused by the corporate personality of institutional accounts can be avoided. How can I make a good account?

There are probably several steps:

[Character positioning] is the first thing to consider when operating on any self-media platform, and the same is true for Zhihu.

After internal analysis, we found that a good Zhihu account requires potential users to be able to answer the following three questions within 7 seconds after seeing the personal homepage of the Zhihu account:

1. What kind of content will this account create?

2. What value can this account provide me?

3.Why should I follow this account?

The following is an example of our operation, from an institutional financial client called "Huanbei", which answered the above three questions very well.

Let’s take another example of a personal account. Similarly, the homepage is an important landing point for personal image and an important user touchpoint. It determines the conversion rate of the "follow" link in the user funnel, and its importance cannot be overemphasized.

We have three principles for setting the homepage of personal accounts:

1. Completely reflect the value proposition

2. Fully reflect professional labels

3. Have a clear conversion path

The following case is also handled by us. The numbers marked in the figure correspond one by one to the above principles.

Let me reveal a piece of data. For the customer mentioned above, our services only cover Shanghai, and we bring her a GMV ranging from 300,000 to 500,000 per month.

【Content strategy】is the second step. A good content strategy needs to clearly define which categories of questions should be answered in the future and how their respective weights should be allocated.

The following diagram can be used for demonstration:

The above picture is the report we provided to our clients. The left part just illustrates the problems that most brands encounter when creating accounts on Zhihu due to the lack of content strategy.

The right part is a content strategy presentation, which clearly states which sections of content will be answered and what the respective weights are.

【Content writing】is the third step . There are fixed routines for writing content on Zhihu. I only say that I have practiced and think it is the most effective -

The first 30 words need to arouse the viewer's interest, otherwise there is a chance that the viewer will not finish reading the content.

Therefore, the common opening sentences on Zhihu, such as "I oppose all other answerers with my real name" and "As an xxx, I have the right to speak on this issue", all follow this routine.

Make users interested in reading on and play the role of "beginning" in the "introduction, development, turn and conclusion".

In the middle section, what needs to be done is "continuation" and "transition". The key is logic and amount of information, and each has its own method.

A more efficient way is to use the general-specific-general model, first presenting the point of view, then supporting it through different arguments, and then returning to the summary. For the specific proof method, please refer to the figure below:

In the middle section, it is also important to keep the user interested in reading. What I often do is, when the narrative is too long, throw in some "candy", such as questions, to pique the user's interest and get them to keep reading.

The ending part is the "end" in "introduction, development, turn and end". It can end directly and roughly with "above", or it can complete the sublimation of the theme or leave users with an aftertaste. The specific methods are not introduced here.

Today I have repeatedly emphasized the importance of "content quality" because I have not found anything more important than this in terms of improving the input-output ratio.

Many accounts are blocked because of the quality of their content. You can refer to the following link to learn about the rules of the Zhihu community and the areas of low-quality content.

【User interaction】 is the fourth step. It includes two levels: active interaction and passive interaction.

The most efficient way to actively interact is to actively interact with big V accounts in the same category, as well as Zhihu official accounts (@Zhihu Technology@Zhihu Parenting@Zhihu Travel@Zhihu Campus@Zhihu Pets, etc.).

This includes actively commenting, liking and collecting high-quality content, etc. This is a very important step in building social relationships.

Passive interaction is interaction with users who actively follow, like, and comment on my account. It can be of various styles, salty or sweet.

I personally think that the most important thing is “not being pretentious”, which is a very important way to build a mass base.

Through [personal positioning], [content strategy], [content writing], and [user interaction], you can gradually build a private traffic pool on Zhihu.

After having a private traffic pool, you can achieve efficient conversion of the private traffic pool by implanting it in content and personal pages, combining "conversion components" and "Zhi+".

By producing high-quality content that attracts the public's attention, we attract users and draw them into our private traffic pool. Then, through the "conversion component" (circled in the picture above), we redirect them to different e-commerce platforms to complete the conversion. It achieves the so-called "product and effect integration".

After introducing public domain and private domain traffic, we will finally introduce how to play with precise traffic.

6. How to play with precise traffic: search and information flow

I have seen a piece of data before that Zhihu generates 30 million searches every day, 20% of which are brand-related.

According to our practical cases, Zhihu’s search box does generate enough accurate traffic.

There are two types of search terms related to brands, brand terms and category terms.

For a company, brand words involve the brand's public relations image. The best way is to produce high-quality content that will be included in the search terms through content operations, and maintain the brand image legally and in compliance with regulations.

Here are two common sense:

First, the title has a higher weight than the main text when it is searched, so when creating content, it is best to include brand words in the title;

The second is the ranking under the search box, which I roughly understand as the "answer ranking" under the conditions of search terms. Therefore, the weight of the content is also very important for whether it can be included.

Brand word search also corresponds to official products, which can be maintained by purchasing the "Brand Zone". I think the price is very cost-effective for large companies. The image below is an example of a brand zone.

The second type of search terms are category terms, such as "mobile phone", "vacuum cleaner", etc.

Category word searches are often accompanied by potential consumer demand for that category and are very accurate traffic.

If a brand wants to be included under this search term, there is no other way but to follow the "search term" matching principle, bury as many keywords as possible in the content, and then find ways to increase the weight of the content by creating high-quality content.

In addition, brand word and category word searches can also be combined with public domain topic marketing and private domain account operations to achieve better results.

The strategy of precise traffic also includes information flow delivery.

In fact, many brands are not clear about Zhihu information flow. It is mainly settled in OCPC and CPC, and supports multiple forms such as App downloads, form lead collection, e-commerce SKUs, and mini programs;

It is very suitable for customers in industries such as "education", "medical care", "insurance", "real estate and home", and "medical beauty" with high customer unit prices and long decision-making chains.

The next most suitable industries are "e-commerce", "tourism" and "Internet services". The current CPC average is between 0.7-0.8.

During the epidemic, the cost of delivering Zhihu information flow has dropped significantly (of course, the same is true for many other platforms) because industries such as tourism, catering, and offline entertainment have been affected.

For industries such as education and insurance that have been less affected or even seen growth, placing Zhihu information flow ads actually pays dividends.

On Zhihu, whether it is distribution or sorting, high-quality, authentic and professional content is the "Tao", and other methods are "techniques". I hope the above sharing can help you better conduct "Zhihu Marketing"!

Author: Qun Xiang

Source: Qun Xiang Club