Draw your content matrix

Why are the words about content so popular in the past two years? Content entrepreneurship, content operation, we media, content e-commerce and so on... Content itself is nothing new, but for a long time it has been separated from transactions. However, when Taobao and other e-commerce platforms join a large number of content guide channels, wechat \ Weibo such a naturally full of content platform and access to convenient transaction methods. Content and transactions come together more naturally and closely than ever before.

So we say content namely flow, flow namely clinch a deal.

And the traffic from the content is wet traffic. Is a much higher quality flow than the dry flow. This is probably the first time you've heard about wet and dry flow. I describe it this way so that you can understand more vividly the different nature of traffic value is not the same.

Dry flow is no emotional basis, high resistance, easy to drain. For example, Taobao home page before most or shelves of goods, that is, you can only see the picture \ name \ price. After clicking into the baby details page, we have to identify what is true and what is not from the numerous descriptions, but also to pick out the bad reviews, in the whole transaction process you are easy to fall into the price comparison, doubt and tension in the atmosphere.

Wet flow must be moved by the values of moistened, such as this thing is in the circle of friends/Weibo you see your friend used to say good, or a KOL recommended, but also wrote a large section of experience report, after entering Taobao, see a host in the live broadcast of this product, what is it in front and back, How to use and how to wear all can communicate with the anchor to get immediate feedback. The anchor will also do collocation and combination with you, so under the lure of the content, you often unconsciously shopping cart more things, but also very happy and happy.

It can be seen that wet flow has a positive effect on conversion rate and customer unit price.

Understand that content operations are an important source of wet traffic. Let's talk about how to manage content.

The definition of content operation is to build a virtuous circle around the production and consumption of content and continuously improve all kinds of data related to operation. Two things need to be noted here. One is the production and consumption of content. Once content is produced, it has to be consumed, that is, distributed for potential users to see. Second, the content has the triple purpose of attracting traffic, cultivating potential users and inducing transformation. You can't just look at exposure, you can't just look at followers, you can't just look at leads translated into sales.

The knowledge point of content operation is more, we divide two classes to tell. We're going to start with content production, and then we're going to start with content distribution.

First, I want to point out a misconception that many people have. There are two groups of students, one of which is the traditional group, who is too eager to write about product companies and regards the content platform as their official website. Many contents are self-generated, which makes people not willing to share at all. And then there's the newfangled, who cater too much to the algorithms and preferences of various new media channels, spend too much time curating the content that that platform likes, get caught up in buzz, event marketing, and forget who they are, and lose sight of their business purpose. Even if there are fans on the new media platform, after the noise, there is no real user precipitation, a sale of goods will lose fans. At a time of budget tightening, it's tempting to cut someone who isn't necessary and doesn't add a certain amount of value to the company.

I am, of course, in the middle of the traditional and the new. I suggest that students who are engaged in content operation should start their content production based on the product, but not sell products every day. You should plan out your content matrix in advance, that is, the topic range. This thing is almost the same on any other platform, only the length of content, form, title, tone, etc.

In this way, the brand can form a relatively unified user's mind and give users a less fragmented impression.

How do you plan your content matrix properly?

By reading a large number of top public accounts on the new list, I found that the content can be divided into five categories.

From the inside out, the first category is product and brand related, such as team story, founder story, new product launch, product sale, memorabilia and so on. The second category is to extend a bit of industry-related content, such as industry news. The third category is to extend a little further your audience to love the lifestyle articles. These three circles form the main body of a company's content matrix, plus two circles, one of which is hotspot. Not all hot spots need to chase, the right chase. One is a special topic, which is a bit like a special report of a magazine. It is usually a planned continuous content with strong vitality. It is not the kind of content that will be out of date in a few days after it is published today. It adds depth to your content and creates a moat. That might be a bit of a stretch. You can look at the picture below, and I'll give you an example.

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The content operation of a mathematical enlightenment product can do this when planning the content matrix of the product:

① First of all, in the inner circle, the product is related to the brand, such as how the product manager developed and iterated the product, the founder's original intention, the honor and praise obtained, winter and summer promotion and so on.

(2) Then the industry related, about the mathematics enlightenment of the industry related content, such as foreign trends, scientific research, learning methods and so on, do not need to pull to their own products at the back of each article, to provide value to users, let a person feel concerned about you this number in addition to selling courses or professional, can learn things.

③ Lifestyle related, attention to this number is usually the parents, can write a little related to the parents of this age, such as tutoring children to do homework in this matter there are a lot of slot easy to cause transmission, such as parent-child psychology related topics, poking the user's warm empathy topic, can be used as some embellishment.

(4) hot spots. If you want to chase hot spots, fast and deep must occupy the same. As a mathematical enlightenment product content operation, which hot spots can be audited? For example, what prizes the Chinese bull baby has won in a world-class math competition, which star's baby is particularly good at math, and some entrepreneur said that he would give priority to hiring employees who are good at math.

(5) project. For example, the analysis of mathematical thinking questions of N junior high private schools, the interviews of N schools' cow children and tiger mothers, and the calls for papers of N educators can be made into continuous columns, and the entrance can be set in the menu bar. This kind of article has a long life and is worth reading for a long time.

This plan, this number will not appear thin, commercial too thick. There are tree brand output value of the content, but also sell the content.

I work with startups, and I've found that it's usually fine to use this approach to frame content for them, but you just need to adjust the proportions of each part in the implementation.

If you're applying for a job in content operations now, using this method to write a content matrix for the company you're applying for, plus the distribution matrix for the next class, is a great bonus report!

To sum up, today's content is that content operation can bring us precious wet traffic, scientific construction of our content matrix, from the inside to the outside of five parts, respectively products and brands related, industry related, lifestyle related, hot spots, and topics, can make content rich, in the long run to form the user mind.