Content, community, and brand are three in one, curing traffic anxiety

Starting from the content mechanism of WeChat, the author of this article discusses the direction of WeChat, information matching, and future organizational changes.

In 2019, the scale of mobile Internet users in China exceeded 1.13 billion, which means that China has entered the era of universal online. From 2009 to 2019, in just ten years, people have moved a quarter of their lives online. The efficiency of the Internet is truly amazing. China's urbanization process will take more than 30 years.

But the problem is that online traffic peaked in 2019, and there was a cry of grief both online and offline: "Traffic thinking is dead." Entrepreneurs, product managers, marketers, media professionals...all suffered from "traffic anxiety" overnight.

The era where traffic is king is gone forever, which requires us to pay more attention to products or services and focus on internal optimization and innovation. Before new entrances were created, traffic had already spread horizontally into vertical downward channels. Now traffic is becoming more and more expensive, and conversion rates are getting lower and lower. In the post-traffic era, traffic needs to be deeply cultivated.

How to deepen traffic cultivation?

Content, community, and brand are the basics for cultivating traffic

Content: The essence of traffic is content-based user attention.

The traffic will not disappear, but it will continue to jump.

"Two Weibo and One Douyin" is the main battlefield for content marketing. As traffic flows downward, new turning points have begun to appear in content, with "vertical" and "new knowledge" becoming the new levers of traffic.

Community: Shift from traffic thinking to community thinking.

The community is a retention pool for traffic. The quality of the community does not entirely depend on the amount of traffic, but on the quality of the retention.

"Rapid growth in the number of users; high retention, continued user stickiness and activity; high conversion and high monetization." Such a miracle is unlikely to happen in 2020.

Consumers' demands are becoming more and more personalized, and large groups are becoming small groups. Today is no longer the era of operating communities, but the era of how to "make good use of" communities. It is better to "use" communities than to "create" them. The key is to have a deep understanding of people’s behavioral habits and the rules governing the operation of the community, and combine them with your own products and operations!

Brand: Brand traffic is the most valuable traffic.

In the traffic enclosure movement, the value of traffic is often overestimated, while the value of the brand is underestimated. The traffic battle without a brand moat is ultimately a game of capital. The Tmall data from Double 11 this year shows us the return of brand value:

In 2019, traffic thinking is dead. In 2020, we refuse to run naked.

What new entrances will 5G bring us? Will content distribution get smarter? How many ways are there to cross-brand? How much room for imagination can the community economy bring us?

Let’s wait and see in 2020! ! !

Author: Xiaoye's cat is thinking

Source: Xiaoye's cat is thinking