Summary: Let the content go before the sale
"It's only 30" is coming to an end, and I really want to send a knife to the screenwriter. The perfect ending that I expected Gu Jia to become the boss of a listed company through the counterattack of empty mountain tea, Xu Huanshan knelt down and begged for mercy did not appear. On the contrary, Gu Jia had a hard time selling camellia. Seeing that Gu Jia went to a big-name hotel to recommend empty camellia, she came up because "the empty camellia brand was not strong enough, and refused to cooperate", and then found a few teas promoted by big V. In the end, it was all sailors and spent more than 200,000 advertisements. fee.
I can't help but want to complain. Whoever starts a business chooses the hardest bone to gnaw at the beginning-B-end. Others have no choice. For example, when we are a SaaS website building tool, we can only do the B-side, because no one will spend 500 yuan to build a website. The tea business is different. It is also available on the C-end and B-end. In this case, if it wasn't for the resources (100% of the negotiated business) who would choose the B-end, the customer would choose the wrong one at the beginning, how could this business be done.
Regarding the design of this plot, it is obvious that this is a screenwriter who does not understand business or entrepreneurship. At the same time, Gu Jia's perfect female character has become a new version of "Silly White Sweet". Let's not talk about this unfinished tragedy. Today we will talk about how to sell the empty camellia.
1. Use content to drive traffic
Content marketing, in the most appropriate way right now, is: self-media + selling. Write articles-bring traffic-resell goods. Secondly, you can also make a short video if you can’t write an article. After all, Gu Jia is so beautiful, so you don’t need to use it for nothing. It is perfectly possible to be a'tea' internet celebrity, which can be modeled on the famous'wine' internet celebrity-Drunken Goose. .
In other words, the beginning of this road is to create an expert account that understands tea. Just like I talked about an entrepreneur who sells millions in Zhihu-Tang Hulu. To put it bluntly, you can sell tea as you like crabs. Let's first analyze the experience of Tang Gourd, how to do a good job knowing and bringing goods.
01. Familiar with the platform
As we said during the chat, familiarize yourself with the platform before making the content, and pay attention to the little butler. Don’t violate the rules. This is also the pit that Tang Hulu has stepped on. Then think about the platform tonality of Zhihu, what Zhihu wants is high-quality dry goods. At the same time, users think you are valuable, otherwise, you will not survive. At the same time, as long as users approve, the recommendation of your content is unlimited. This is also an algorithm and tendency of Zhihu.
Then improve your homepage information, avatar, nickname, signature, etc. The key to this part is to think of a suitable name for your product. Tang Gourd was originally nicknamed "Crazy Crab" and his profile picture was also "Crab", but it was obviously too vertical. Later, it was modified into a personal gourmet IP account "Tang Hulu", which can be regarded as a tortuous path in positioning.
02. Identify users
Why do you say that? This extends to the problem of user positioning. Clarify the three questions, who is using? Who pays? Who makes the decision? For example, hairy crabs must be a big circle of food. And your users are in the circle that pays attention to food, just concentrate on fishing here.
Take the maternal and infant products again. The child is used and the mother pays to make the decision. So what you need to do is a mother’s perspective account. The account from the perspective of children may attract a group of post-90s who like cute things. Which group you correspond to, the key depends on who pays and who makes the decision. This is the group you want to deal with, and who uses this part is your content choice.
And making tea depends on whether you want to make an Internet celebrity popular "small pot of tea" or a high-end tasting boutique tea. Then your content selection should correspond to the young people or the people who understand the tea ceremony.
03. Content selection
In this part, we do not talk about how to produce or write, but start with how to determine what you want to produce. First determine your content preference. There are two dimensions for content selection. One is the content that the group that makes the decision to like and pay attention to. The second is the extended content of your product.
Finally, the content of the platform is filtered according to these two dimensions. Taking Zhihu as an example, its content system is divided into question and answer + article + video, then we will attack one by one. Taking Kongshan tea as an example, we can discuss more about tea ceremony, tea country, and tea love.
1. Questions and answers, select suitable questions. How to filter? The answer is to find the right keywords.
Maybe you will think of food and crab making for the first time. These keywords are conventional routines. Most people will think of these. But in the process of selling crabs, Tang Gourd found that some customers had wrong perceptions of crabs. For example, some people think that crabs on Mid-Autumn Festival are the best, and some people only eat female crabs but don’t know that male crabs are also delicious... He thinks this is a good entry point, so he knows the key to search The word "secret" found a question: What little secrets only known in circles? So in the same way, what little secrets are there in the tea circle that you only know?
Later, Tang Hulu's answer quickly became popular. He also searched "common sense", "expert", "cold knowledge" and other keywords with the same attributes as "secret", and achieved good results. After this step, returning to the keywords that came to mind for the first time, such as food, crab making and other conventional issues, the effect will be good. At this time, you are no longer a small white account, but a powerful account, but at this time you should pay attention to content writing.
2. Article
The Q&A has been done well. At this time, you can make your own food column and make a collection of good Q&A content. Those who follow you can immediately see the column content full of dry goods and increase your fan stickiness. Secondly, the content of the article, Zhihu will re-recommend you. In other words, if the Q&A is not popular, the article may be popular.
The following are the answer criteria that Tang Hulu thinks after summarizing, and can also be used as the topic selection criteria
a. Look at the number of followers and page views of the question. With enough people to follow, this kind of answer is meaningful and has a chance to be seen by more people. It's like you go to open a store, and you have to choose to open a store in a place with a lot of people, so that more people will visit your store. The truth is the same.
b. Look at the heat of the problem. Check the update time of Gaozan's answer. If it shows that it is one or two years ago or more, then this question can be passed, and choose a fresher question to answer. You can also see when the last comment in the answer was left.
c. View the problem log. Here is mainly to check whether the problem has been on the hot list, and the number of times on the hot list is not high. For example, the question of "circle secrets", after checking the problem log, you will find that it has been on the hot list many times. This is a good signal. Being able to be on the hot list many times indicates that this problem is very well known and loved by users. You know that every time you are on the hot list, Zhihu will give basic traffic exposure, so that your answers will be shown in front of everyone again and again. Are you happy? So when you encounter such a good question, you will earn it. You must answer with your heart.
04. Stable production of high-quality content
This part is about how to write valuable content. Take Tang Hulu’s answer in the circle of small secrets as an example. He listed dozens of knowledge points about hairy crabs in detail, including when hairy crabs are best to eat and how to choose hairy crabs. , How to identify dead crabs and other knowledge points, then for crab lovers, this hairy crab avoiding pit guide is a rare dry product.
How to create this content specifically? The idea of "Tang Calabash" is as follows:
a. Create according to your actual situation. I write what I think in my heart, the creation is not a random fabrication, but based on the actual situation you have mastered in your usual work. For example, my understanding of crab habits and consumer pain points, if I have first-hand material and then create it, everyone can naturally perceive the true feelings in the text.
b. Select the inventory type. I found that several articles use an inventory structure, which is a column structure to answer questions. After observing the contents of 1, 2, 3... etc., I think this kind of template looks clear and clear, and it is especially suitable for outputting dry goods articles, so it is directly applied.
c. Be attractive at the beginning of the article. For an article to attract attention, it must start with something screaming.
I found that many people think that the hairy crabs on the Mid-Autumn Festival are the best. In fact, the hairy crabs have just been on the market during the Mid-Autumn Festival, and their taste is far worse than the later period. Based on this, I used this knowledge point as the beginning of the article, which breaks the user's inherent cognition as soon as it comes up, plays an eye-catching role, and makes them interested in continuing to read it.
d. Place pictures where possible. Dry goods articles tend to give people a boring feeling, and pictures can be a good solution to this problem. On the one hand, pictures can supplement text information, on the other hand, food pictures can play an eye-catching role.
e. Arouse users' emotions. In the process of creation, I consciously described the interestingness of some knowledge points, such as talking about crab yellow crab cream, which is essentially the gonad of hairy crabs, and talking about the mating of hairy crabs. For many users, this is a very new and peculiar knowledge point, and they will actively participate in the discussion, which is very beneficial to the dissemination of the article.
In short, if it is valuable, they will take the initiative to give you likes. Zhihu’s like mechanism is similar to Weibo’s forwarding function. The more likes, the more exposure. After talking about the "Tang Hulu" personally summarized likes, let's talk about what kind of content will prompt others to share. I learned a rule in the book "Crazy Biography" to turn your product into a social currency, and more For detailed analysis, refer to the following mind map.
05Explosion analysis
Do you know why your Q&A got hot? Zhihu will generally give an analysis table for the hot content, and this is an information table you want to use. The above clearly stated, which user, when the big V gave you a like, prompted a surge in your reading volume. Because every big v's likes will be pushed to the users' fans again. This is a push mechanism of Zhihu, which can be equivalent to sharing.
As a little transparent stage, Tang Hulu started slowly by maintaining a good relationship with the big V. Of course the point is that your content and products are also good. So he did a stupid way to go through the users who gave me likes one by one. A few thousand likes are thousands of Zhihu users. But it is also very effective. I really found some Zhihu big V from it. Then I sent them a private message, saying, "Thank you for giving me a thumbs up. In order to express my gratitude, I will ask you to eat crabs." Then I gradually got to know them. Some of them also made friends and invited them to eat. My crab. Later, when Tang Hulu answered the question again, it was very convenient to ask them for help, and it also brought a lot of traffic.
Tang Hulu summed up two key points: On the one hand, you have to be valuable, and the value of Zhihu is that you have to have dry goods articles, so that they will be happy to give you likes; on the one hand, make friends with heart and say yes If you want to eat crabs, you must arrange it in place, and the relationship is out of place. Therefore, the same is true for selling tea. Don’t be like Gu Jia. Selling tea without even leaving the opportunity to taste it is not enough.
Second, how to reap cash after having flow?
The specific channel for Tang Hulu's drainage and realization is to first mark your official account on Zhihu, and then place an order on Zhihu-WeChat private account-Youzan Mall, a platform that uses SAAS tools to help build stores, that is, tea. Consumer goods can also be operated exactly in this way.
For companies that deliver goods or services offline, such as education, medical, and decoration industries, the monetization path we provide is:
Path 1: Media platform drainage-jump to the official website-consultation-transaction
Path 2: Media platform drainage-WeChat official account/personal account-jump to the official website-consultation-transaction
For the pure e-commerce industry, everything from drainage to transaction can only be done online like Tang Hulu.
Three, other platforms
Tang Hulu also said with emotion that now is the era of oversell goods, the competition is getting more and more fierce, the only way to stand out is to create a personal IP, sell goods before sell people. "In Zhihu exporting dry goods knowledge of crabs, to my customers, my IP is a crab. They trust me and trust my crabs. Conversion is a matter of course. Of course, drainage is only part of the entire business system. A link, product selection, after-sales and other aspects are very important. Each link must be treated with care and carelessness, so as to form a perfect closed loop."
When it comes to quality, Tang Gourd warned that “Don’t mix with water, your customers are not fools.” When it comes to its own products, Tang Gourd said, “If the product is not good, a bunch of people will be scolded on knowing it. I won’t be invited by the platform to give lectures.” That is to say, you should not add flavor, sugar, dye, fade and deacid like ordinary tea vendors.
But Zhihu we only analyzed the pictures and texts, not the video. But let's briefly talk about a phenomenon, that is, we often see some large numbers, and move the content directly from Douyin to Zhihu and then to station B. After we see it, we should think that this is a large effect. In fact, the requirements for content are similar, and users like it. This is also the survival rule of content platforms.
The same goes for being sought after on one platform on another. Once you have seen Zhu once’s black humor, you will know it, a high-level short video ironic comedy. It's nothing more than the "Super Symbol is Super Creative" mentioned that everything is one thing. And this part of the relevant content is already a lot, we will not elaborate here.
Fourth, platform strategy
Finally, let’s talk about platform strategy and give you two rules: exposure + transaction, exposure + website transaction. You can think deeply about whether content marketing is just two simple things. We divide platforms according to these two rules.
Exposure + Transaction: Douyin + Kuaishou + Weibo
Exposure + Website Transaction: WeChat + Headline + Xiaohongshu + Zhihu
01. Exposure + Transaction
Douyin is currently a young brand's position, with huge traffic pools and Douyin shops that can be monetized directly through traffic.
Kuaishou, the national short video community, is very suitable for sinking the market. If your product is focused on third, fourth, and fifth-tier cities, and the unit price is relatively low in the same industry, then Kuaishou is a good choice.
Weibo, although there have been a lot of turmoil recently, Weibo is still open. Compared to platforms that do not allow links to be placed here, it is very suitable for hotspots, drainage, and there are also small micro-shops or links to jump to sell goods.
02. Exposure + website transaction
This conversion path is relatively long and needs to be led to the website to complete the transaction.
WeChat, WeChat is the platform with the most users now, with 1.2 billion users, it is the most important position of the brand image. But for the initial stage, the closed ecosystem of WeChat will indeed be difficult. But it is very suitable for event operations. You can learn about the H5 crazy transmission plan suggestions. In addition, community operation is also a good choice. It is very important to make the WeChat personal account and the community into a closed loop to make private domain traffic.
Toutiao recommends this seemingly deadly platform to outsiders because of Zhang Yiming's recent big news and frequent digging. On this platform, a good exposure can also be achieved. When choosing a platform, you still have to choose a platform of a large company that is likely to rise on the cusp of the storm, and the corresponding platform is like station B that loses money all the year round. Of course, if you have sufficient funds and don't care about burning money, you can also cooperate with a big V. It is also a good path.
Xiaohongshu, a branded grass planting platform, companies do not necessarily have to sell goods on Xiaohongshu, they can plant grass on Xiaohongshu, which can help you complete transactions on other platforms.
Zhihu, although the content of the platform threshold is high, the corresponding user quality is also high. Correspondingly is the youthfulness of station B, while Zhihu appears to be older. But still the same sentence, whoever has the decision-making power and who pays, go to convince whoever.
Dealing with websites and doing things on websites seems to be a bit old-fashioned, especially in the era of new media. But why is it necessary for e-commerce? It is nothing more than a private domain transaction with low cost. Whether it is Douyin, Kuaishou, or Weibo, after all, it is on other people's platforms.
Conclusion
Become a million sellers, tens of millions, hundreds of millions............ You will find that the B-side business will not be found. Compared to a large-scale blogger Gu Jia voted, the last more than 200,000 lost money, it is better to bring the goods by yourself, do a good job of content, and express your feelings, not afraid that the goods will not be sold.
In short, the drama was over yesterday. The talents of writing, the commercial outlet and the back door of going abroad, "Thirty Years Old" finally relied on machinery to support everything, and the older social animals said that it would be fine after watching the idol drama. Today, we have to be anxious about our intelligent SaaS tools. It is the 34-year-old life to finish automation as soon as possible.
I hope that today’s sharing is helpful to you. If you have any questions about cloud computing and website building, you can privately trust me. I am Bei Ke, a master's degree in CS (Computer Science) from Cornell University, and a serial entrepreneur. I am currently working in the R&D team of Alibaba Cloud AI intelligent website construction technology as a senior algorithm engineer. Welcome to pay attention.