How to do marketing promotion on Zhihu?

The way Zhihu is presented to us is through articles. When we trust an article, we also trust the things embedded in the article, which leads to behaviors such as paying attention and purchasing. Of course, first you have to make sure that what you provide is really good. If your product is not good, even if others come, if you cannot provide them with good service and value, they will not be your loyal users and will still stop following you. When others ask you about your product, they may even have very negative comments.

So when we do promotion on Zhihu, what we need to do is to find suitable questions and give high-quality answers.

1. Find the right question

Various questions and answers are generated on Zhihu every day. When we choose questions, do we choose according to our preferences, abilities, attention or according to the products? What are the principles of selection?

Principle 1: The question must be relevant to your product and target users

We answer questions to provide value to our target users and increase their trust in us. If you choose irrelevant questions when selecting questions, but also implant your own products at the same time, the result is that the product implantation is awkward and users will not buy it. But if you have made achievements in some other field and want to increase your attention on Zhihu, that’s another matter.

For example, if we are in marketing, then the topics we choose will be mainly "marketing keywords". We can choose relevant questions under topics such as "Weibo and WeChat marketing", "Marketing", "Copywriting", and "Channels".

All we need to do is list the keywords related to our products, and then search for these keywords on Zhihu, while also ensuring that the questions we choose can cover our target users.

Principle 2: The more attention a question receives, the better it is

The more attention a question receives, the better it is not necessarily. When the number of followers for some questions has reached tens of thousands or even higher, there are actually many high-quality answers below. Even if your answer is good, it may not be able to be pushed to the top and seen by more people. Unless your answer is exceptionally better than others, it is indeed difficult. You need to know how many great people there are on Zhihu.

Of course, there should not be too little attention. If the number of followers is too small, even if you give a high-quality answer, only a certain number of people will see it, and it still won’t achieve particularly good results.

Therefore, when we choose a question, the attention level should be moderate, neither too much nor too little, 2000-4000 attention levels are enough.

Principle 3: Answer questions that are within your capabilities

We all have this experience. When answering questions about things we have personally experienced, we can often talk about them fluently without too much embellishment, and we can still impress others because it is our own business. You are just narrating your mood at the time, so it is easy for people to feel your sincerity.

But if our marketing knowledge is still at the elementary stage, we have to answer a question that requires a marketer with 4-5 years of experience. Since our professional knowledge, vision, depth of thinking and the problems we encounter are not at that high level, the questions we answer will be too superficial. In front of senior people, it is like waving a sword in front of Guan Gong. We will not achieve the desired effect and cannot solve other people's problems.

Therefore, when choosing questions, you should choose questions that you can answer well and thoroughly if you try your best, rather than aiming too high.

Example: For example, under the topic of “ WeChat Marketing ”, “ Why do some articles go viral on WeChat Moments? What kind of articles can go viral on WeChat Moments? ”

For me, I am still in the early stages of marketing, so the questions I choose are mostly based on those at this stage.

Although after a period of experience, I have some experience in writing articles. But I haven’t written an article that has gone viral on WeChat Moments yet, so if I were to answer such a question, it would be particularly unconvincing. Then this question is beyond my ability. If you want to answer this question, the best way is to write an article that will go viral on your WeChat Moments.

2. Give high-quality answers

After choosing the question, the remaining question is to answer it.

Whether you are writing an article on Zhihu, WeChat, or Weibo, the principles are actually the same. We first need to determine our target users based on the question. Who are we writing for and what are their needs? Secondly, we need to show users the content they want to see in a reasonable and well-founded manner. Finally, we need to answer our questions in a style that is most accessible to users.

Below, taking the top answers to the question “ How should someone with no college experience write a resume ?” as an example, we will briefly analyze why so many people agree with this question and answer.

First, the article targets a clear target audience. The first sentence is that this article is written for recent graduates and people who want to change careers. If you belong to these two groups, you will feel the urge to read on.

Second, the selling point is clear. If you don't have good grades in college and don't have much experience in activities, how can you submit a resume that HR can't refuse within 1 month, make up for your lack of experience, and do something that will amaze HR.

Third, within the effective reading time, there is an urge to attract users to continue reading. In the first paragraph, I told you who my target audience is. An answer I once gave was collected 774 times. If you use them together, your job search will be smoother. If you really need to find a job, of course you would be willing to read on.

Fourth, explain the selling points with reason and evidence. Each selling point is explained in detail, and each selling point has a reason and basis. It is easy to increase users' trust.

Therefore, when writing articles, you must target the needs of the target audience and express the user's needs in a way that the target users like and in a reasonable and well-founded manner. Only such articles will be outstanding and popular among target users.

Related reading:

1. Zhihu’s operational strategy: What are the chances of fighting against content “entropy increase”?

2. Zhihu promotion and operation: How to become a Zhihu celebrity with millions of likes?

3. How to use Zhihu promotion to efficiently attract targeted users?

4. Zhihu’s 4 quadrants and 2 rivals!

5. Take these Zhihu promotion and follower-increasing techniques for free!

6.How do keep, Zhihu, etc. conduct user operations?

7. Understand the 4 principles of Zhihu community operation in one article!

8. Encircle and suppress the number one V on Zhihu!

9. Zhihu Promotion and Operation | Zhihu under siege!

author: wendy

Source: Marketing Learning Notes