Since the knowledge payment industry began to appear in China in 2016, and now a large number of payment platforms have emerged, knowledge services have attracted a large amount of capital due to their fragmentation and pan-knowledge characteristics, which has become a new business trend. In the fierce competition, the entire The industry has problems such as low user stickiness, low repurchase rate, and content homogeneity. How to differentiate marketing is a problem that many businesses need to think about. Pan-knowledge payment platform is a new format that conforms to social development, so what is the pan-knowledge payment industry? Features?
1. Optimize the operation mechanism of each link and empower users throughout the process.
The pan-knowledge payment platform is particularly important to provide users with a complete and meticulous full-process experience. It can effectively help the platform build reputation, expand the influence of content, and achieve customer acquisition, customer retention, and user retention. The platform has a series of links from customer contact, customer influence, customer retention, and continuous care to continuously deepen the user's impression, pay attention to details and control, and complete the entire process operation mechanism from customer recognition to continuous care after purchase.
2. Refine the core content, create a distinctive style, and provide targeted high-quality columns.
Since 2016, “spending money for knowledge” has become a new trend, but with the emergence of some negative reviews, the buying boom of users has cooled, and their consumption behavior has returned to rationality. With the outbreak of the epidemic in 2020 and the rise of the new online economy, people's demand for online learning and self-improvement has increased, and knowledge consumption has once again recovered. Among them, the gold content of the content becomes the key. Users expect the columns to be refined and interesting, but reject lengthy and general content, pursue easy-to-practice content, and find a value-for-money buying experience.
3. Actively extend content categories and increase premium paid albums to meet user acquisition needs.
High-quality content is an important factor for audio platforms to maintain user stickiness and promote the process of pan- knowledge payment . The platform continuously expands its resource map, maintains the innovative power of platform content, extends content categories based on popular areas in the market, and establishes new content labels. At the same time, it cooperates with high-quality content providers to increase the number of high-quality albums in popular categories, and provide users with multiple choices to cover user information acquisition needs.
Fourth, focus on subdividing user groups, precision marketing, and help content out of the circle.
The audio platform combines current hotspots, launches exclusive content columns for different groups, and creates new themes by means of festival marketing to attract user participation. During the festival, we cooperate with topic stars and well-known IPs to mobilize the attention of different groups, arouse emotional resonance from users, and expand the influence of content. Taking the Himalaya platform as an example, the Himalaya "Super Emotion Festival" is an exclusive festival for female users, but 59% of the audience is male, reflecting the importance of column marketing and content origin.