List your distribution matrix

Last time, we talked about content production, and a lot of people think that's what content operations are all about. That would be a big mistake.

Content distribution refers to the introduction of content to target groups for consumption, which does not necessarily mean paying for it, but includes reading, forwarding, collecting, following and other behaviors. Simply put, it's about getting your good content seen and getting your reading numbers up on the web.

This step is very important, even as important as content production, but is overlooked by many people. A lot of companies hire one or two people to do content full-time, and then they write and hit send, and they don't do anything, and they wait for the read rate to settle at 100 or 200. I simply cannot understand how such an input-output ratio can be tolerated. In particular, when you meet a good topic, you should spend more time to distribute it, instead of blindly writing the second and third article when you see that the reading amount is not enough.

First, how to establish their own content distribution matrix

(I) Understand the characteristics of each platform to grade channels

The first step in content distribution is to pick the right channel for you. What works for someone else may not work for you. A relatively simple way is to list the mainstream content publishing platforms one by one, understand the entry policies, support policies, push policies, and so on, and then use a month to try, gradually adjust the attention, eliminate the input and output is not high, and then add some potential vertical channels, gradually form their own content distribution matrix. You can also look at the distribution channels of your competitors.

Loading in...

Here is a special reminder, do not think without hesitation to put 80% of their energy in that not many fans, open rate and continue to lower wechat public number. Large "two more" have been "to the public number", 80% of his broadcast volume are from the channels outside the public number.

Loading in...

When defining the priority of your content distribution channel, don't just look at the number of reads, which is a composite dimension that needs to be judged, such as effort, user accuracy, content life cycle, good flow guidance, fan interaction, user precipitation and other dimensions.

I have attached a table so that you can rationally judge whether a channel is suitable for you during the test. Many people have heard about some of the popular events in Tiktok and are excited about this channel, so you can try to fill in this form to see if you know the characteristics of this channel.

If you are willing to try it even though you know its limitations and difficulty, then you can start. Don't only look on the bright side. In particular, Douyin is a special channel. Unlike an article I wrote on the official account, it can be distributed to 10 channels. It has its own characteristics and needs to be specially customized for this channel. The investment is relatively large.

Loading in...

I once worked as a content operation consultant for an Internet travel company. After testing, our distribution channel priorities were:

Class A: Mafengwo & wechat ecosystem

Grade B: Flying pig & Weibo

Grade C: Tiktok

A micro channel ecosystem refers to personal micro signal, public number, wechat group, these three are one, must be used together, in order to offset the poor interaction between the public number and fans, closed, open the disadvantage of low rate.

So why do we give up on Toutiao, which has a good reading volume and a good touch? Because it is too difficult to divert traffic to the private domain traffic pool. Travel is not a fast moving consumer product, so you can place silent orders directly on Toutiao.

This also reflects the different starting point of doing new media and doing content operation. New media students usually assess the exposure and fans of the whole network, so as long as there are fans and reading volume on Toutiao, they will not give up. And the operation will be more concerned about whether the exposure outside the station can be converted into private domain traffic so as to carry out retention and transformation. If not, don't linger on indicators of false prosperity.

To take another personal example, when some of us want to do personal brand, friends circle is definitely an important content distribution channel, but friends circle is too closed. Therefore, we will choose some platforms to output content with our own values and circle fans in the public domain traffic pool.

For my own example, my content distribution priorities are:

A: wechat ecosphere & online class

B: Vertical communities, where everyone is a product manager

C: zhihu

Zhihu is especially suitable for dry cargo, an expert in the field, especially easy to realized knowledge, if you spend a few months to pick questions to answer seriously, not only can realize personal WeChat ID or public Numbers rose powder, online education platform of BD personnel are possible to send direct messages to you invite you to their platform lectures and other potential cooperation opportunities.

(2) Content communities focusing on vertical industries

As you can see, who your subject is and where your target group is can make a big difference in your channel priorities. In addition, we should pay attention to content communities in vertical industries. For example, tourism businesses should pay attention to Mafengwo, Feizhu and Ctrip. Compared with other content platforms with large volume but pan-industry, these places are closer to users and transactions. The travel company mentioned before, if we use a topic, we only send the public number, about five or six thousand reading volume, and if we send on the hornet's nest, there are hundreds of thousands of reading volume, and its life cycle is very long, may be to this place in the peak season, this article will be searched and read by users.

Loading in...

Xiao Zuo, founder of Scarecrow Travel, another pioneer of niche travel, once told me that they set up a radio station in the Himalayas and learned from their audio programs that their customers were not small. This is to the surprise of many peers.

Similarly, in addition to Yelp, food merchants can also pay attention to the "Xia Kitchen" app, which can implant personal information at the bottom of published recipes. Beauty merchants can delve into the "little red book"; Hanfu merchants can study B station; Handicraft craftsmen study the "Employer" app.

In a word, try more, after 90, after 95 new to the emerging channel is very sensitive, if we are on the same channel to spread content, competition will be white-hot. So, do better than others in the same channel, and at the same time look for promising new channels.

(3) Three-point reminder to double the conversion rate of your distribution

Three final caveats.

First, when staffing is limited, do better than average in your high-priority channels before you roll them out. Because every platform is layered with creators, they support quality content producers. If they find out, you'll get a steady stream of traffic. And if you're mediocre on every platform, it's not going to add up to much.

Second, people tend to follow the crowd, just like in the stock market. When they all start to follow blindly, there may be no dividend. We should work tirelessly to find the potential content platform in our field and run it with our heart, even if the base is not so large, even if only a small circle of people know, it doesn't matter, that is accurate.

Third, after the content is distributed, the hook should be left at the end of the article or in the signature of the account, so that users can find you or buy the channel, settling in their own private domain traffic pool. Otherwise, a large amount of exposure is a lot of noise and little rain.

Finally, I want to tell you that using content to get high quality wet traffic is definitely the trend of the future. Do a good job in the production and distribution of content.

Second, summary and promotion

All right, that's it for today. To summarize: This lesson shows you how to build your own content distribution matrix.

Don't without thinking I give everybody introduction to put 80% of the energy in the WeChat aboard the public, to understand the characteristics of the platform to the grade of channels, and in the classification, don't simply look at reading, the need to judge the multi-dimensional, I provide you with a table, you can use form rational to judge whether a channel for you.

In addition to large but pan-industry content platforms, we can also focus on vertical industry content communities. Finally, there are three things you can do to double your content delivery conversion rate.