How to promote brand marketing in Zhihu? Operation strategy of nanny-level institution number

While major brands have rushed to the popular platforms such as Tik Tok, Bili Bili and Video Number to seek traffic growth, Zhihu is often a "forgotten" traffic depression. Brand marketing promotion in Zhihu is a new media platform that almost every brand, especially those with strong service and high customer price, should pay attention to. There are four reasons: 1, DAU in Zhihu is growing rapidly, and there are many users with high education and high spending power, so there will be your target users; 2. Zhihu is the Chinese content community with the highest seo index, and its search right in Baidu is significant, ranking very high, which means that once a user on Zhihu evaluates your brand reputation, it will greatly affect the consumption decisions of interested users; 3. Zhihu is a truly "content is king" platform, and the content created by ordinary (amateur) users accounts for a very large proportion. If you do brand marketing promotion in Zhihu, you don't have to pay a high premium for talents. 4. Zhihu does not limit how to leave a "hook" in the content, which is convenient for the brand to drain the user traffic to the private domain when doing marketing promotion, or directly leave contact information for direct sales conversion. So what should Zhihu brand marketing do? Today, Bian Xiao takes the organization number as the carrier and gives you a nanny-level strategy! After reading this article, you can know: 1, the traffic composition of Zhihu, how to locate the organization number of Zhihu, how to find a suitable topic (Q&A), what skills Zhihu has in content creation, and how to improve the marketing effect by using SEO. First, to promote the traffic composition of Zhihu in Zhihu, we must first know what its traffic structure is and where the traffic inlets are located. The main traffic composition of Zhihu can be divided into the following four sections: 1. Search Traffic At present, many users will regard Zhihu as a search engine and go to Zhihu to see what they want to learn and what problems they know. Coupled with Baidu search's support for Zhihu, search has become an important part of Zhihu's traffic. For example, in Zhihu and Baidu, search for "sneaker recommendation": Baidu has a special area to show Zhihu's question and answer: and the weight is very high! Search first and second is Zhihu's link search traffic advantage: accurate demand, long tail traffic and long content life cycle; Disadvantages of search traffic: it is impossible to pursue high exposure in the short term, which is greatly affected by ranking; The main forms of content are: question and answer, video answer, article, etc. 2. Recommended traffic "Recommended" is the most preferred column in Zhihu PC +App (you can see it as soon as you open it). Many questions and answers are recommended by the community and become explosions. The system will personalize the content you are interested in according to your browsing and answering habits. Recommended traffic advantage: the recommended traffic given by the platform is large; Disadvantages of recommendation traffic: high requirements for content quality and creative ability; The content is mainly presented in the form of questions and answers, articles and videos. 3. Hot list flow Zhihu hot list is a hot topic in the whole station or a social hot spot. There are general tables and sub-tables in all fields. The content appearing on the hot list can get the attention of all users in Taiwan in a short time, and the exposure is extremely high. Hot list traffic advantage: the gift traffic is huge, which is conducive to improving account interactive data; Disadvantages of hot list traffic: fierce competition, high demand for content topics, easy to be trampled on (when it does not conform to the cubic point of view); Presentation form: question and answer, article, video, etc. 4. Video traffic At present, Zhihu platform mainly supports video content. On the home page, you can find a conspicuous column entrance, which is at the same level as the recommendation and hot list, showing its importance, and the video content will also be presented in the recommendation and hot list columns. Video traffic advantage: At present, it is in the dividend period, and this kind of content is supported by the traffic given by the platform; Disadvantages of video traffic: the recommendation and distribution of video content are not accurate enough; Content presentation form: video. 5. Other traffic attention columns, ideas, circles, live broadcasts, round tables, related issues, etc. There is also some traffic, but because there is no general entrance on the homepage, it is not the focus of brand marketing promotion. Second, how to position the organization number of Zhihu as the official number with certification mark, with certain authoritative endorsement. The first step to get the organization number of Zhihu is to confirm your position. A quick explanation with the formula is: "Positioning = segment population served+segment demand met". 1. For whom: The essence of Zhihu organization number is service organization and enterprise, and it is the official brand marketing promotion channel. Therefore, the target group targeted by the organization number is actually the target group of product positioning. Therefore, the target population of the organization number can be quickly locked without investigation. If your product is XX brand vitamin tablets, the people corresponding to your product can be subdivided into corresponding "topics" in Zhihu, which can be roughly divided into the following categories: core users-XX brand vitamin tablets (brand name), or product nicknames ... target users-potential users of vitamin tablets and vitamin nutritional dietary supplements-all users of vitamins, nutrition and health-in-station (Zhihu+Baidu). Target users and potential users are the key groups to strive for; All users have no clear interest, belong to a group whose content can be radiated by traffic, and also have a certain conversion probability. 2. Publish content: How to output the content after finding the account location and target population. But there is a core point here, and your content should meet the needs of segmented people. Take the vitamin tablets mentioned above as an example. For the content output by core users and target users, we don't need to talk about the functions and benefits of vitamin tablets in great length, but focus on the quality and quality of vitamin tablets. For the content output by potential users and all users, you need to pay attention to explaining the "vitamin" itself, because you need certain category education to convince users to accept your point of view, so that when you introduce your products, people will be interested or buy demand. When doing brand marketing promotion in Zhihu, we still can't avoid a question, that is, what kind of personal design and style do we want to create with the help of content? Because of the nature of Zhihu platform, it is generally best to build experts, but it depends on your own choice to take the serious route and the playful and lively route. Summary: Zhihu positioning and brand positioning are highly vertical. If you don't know whether the target group of your brand is in line with Zhihu and whether the product is suitable for promotion in Zhihu, you can leave me a message or a private letter, and we can help you diagnose the project. Third, how to find the right topic (Q&A) Looking for a topic on Zhihu is actually to find a Q&A post with corresponding keywords. In fact, this is a complicated job, not as simple as imagined. For example, what keywords should we search for? Which questions are answered first? Is there any other search method besides on-site search? These are all things to consider. 1. Building a keyword library has two advantages: first, it can accurately find potential questions and answers and operate the content rhythmically; Second, you can always check which keywords have been covered and which ones are to be laid. How to build it can be started from these two dimensions: looking for product and product function keywords, product name, product function, and looking for product application scenario keywords such as vitamins to improve immunity, vitamin C to whiten skin, and vitamin A to protect eyesight. 2. The method of mining keywords. Search related questions in the station. 4. What are the skills of Zhihu's content creation to determine the topic, followed by content creation? How to get high praise and exposure is the top priority of Zhihu's brand marketing promotion. Simply using a formula to express it is: "Praise answer = straight to the point, giving results+well-founded analysis+interaction at the end of three links". Straight to the point, giving the result means that at the beginning of the answer, you should use concise words to summarize the conclusion and create attraction. For example, "recommend 12 conscience websites, each of which is completely free and very easy to use, so that you can meet and hate each other late." "As a documentary, I am fascinated by jellyfish. I watched hundreds of documentaries. Only this 12 top documentary attracts me. Every time I look at them, I sigh at the explosion! I want to see it again, covering history, humanities and the universe. Definitely worth seeing! Especially in the middle of the two ~ ""do fried chicken take-out, a month's net profit of about 4w, a year's profit of hundreds of thousands. I don't know if it is profiteering. Many people have eaten fried chicken takeout, but few people know that this business can make so much money. Perhaps this industry is not very eye-catching ~ "This writing has the advantages of" attracting users to continue reading "on the one hand, and Zhihu will default to the content in front of the text before it is launched. (For example, the following figure) Well-founded analysis to attract attention is only the first step, and then we need to retain users with substantive and useful content. When answering questions, you should not only introduce what it is, but also explain why and how to solve it. Users in Zhihu like deep, little-known and hard-to-consult content, so after answering questions, they can extend some topics, expand the content and tell them deeper knowledge, experience or opinions, which will be more easily recognized. So when writing your answer, you can take "Will others ask me why when they see this?" Suppose that you can subconsciously write more detailed and useful content. If you want to make a point, you can also tell others why you think so, which will be of great help to your readers. At the end of the interaction, we should seek more interaction with readers, guide more users to participate in comments, likes and concerns, and implant products as soft as possible. Don't be hard and wide. Hard and wide will not only cause users to resent, but also delete posts and even ban accounts, which will affect the weight of accounts. V. How to use SEO to improve the marketing effect When the content is successfully released, we can enter the next link-SEO. If the content is compared to 1, then SEO is the last 0. The latter is the amplifier of the former, which can bring greater exposure to the former, and then help expand the brand marketing promotion effect. So what exactly should we do? 1. Finding a favorite high-weight account is nothing new. The new version of Wilson's algorithm makes it possible for the new answer to surpass the early favorable answer. This algorithm is very complicated to talk about, and it is not the focus today. To sum up briefly, the praise weight of high-level accounts in the vertical field is very high! For example, comparison: the V5 account in the same field has a good rating 10 V3s. In other words, in the past, praise was about quantity, but now it is about quality, because now the effect of high-level account praise is immediate, and even the effect can be seen by refreshing the link. I would like to add here that there are actually two skills to praise: it is a long-term work to cultivate high-weight trumpets to praise themselves, but if it runs through it, the mutual praise between the organization number and the trumpet can also form a positive cycle, which is conducive to improving the weight of both. However, it should be noted that every praise from Zhihu users will appear in the account dynamics. Please don't praise only one account for a long time, users will find it and complain to the Zhihu authorities. If it is serious, the account will be blocked. So the correct way is to simulate the normal user behavior trajectory, interspersed with praise for some answers that will not form direct ranking competition with us; Don't open the link and jump directly to the target answer. You can simulate normal browsing, look at other questions, or make some simple comments. Actively attract large-scale likes with high weight. Another skill is to actively attract large-scale likes. We can quote some opinions in the content published by Big V in our answers, and then @ 丫丫丫丫丫 in the article. If the other party approves our content, there is a great chance of getting the praise of the other party. Of course, the premise is that our content should have enough information and value to make others feel worthy of "accommodating people." For example, in the following example, XMind asks "What is Feynman technique?" In the answer, I quoted the video content selected by @ Eyesight Technology, and then @ called the other party. 2. Use the self-recommendation function. Zhihu organization number can get a certain number of "self-recommendation" for completing tasks every week. Simply put, let the platform help it distribute more functions. However, the number of times per month is limited. It is best to combine the background data to screen out the recent potential content for self-recommendation. 3. Open Liukan Mountain. Sometimes when you encounter a question and answer with low page views, you can open Liu Kanshan or the creator recommended by your own system to let your content be seen by more users. Finally, Bian Xiao thinks that doing brand marketing promotion in Zhihu is a great test of the content creativity of his own operation team. Due to the characteristics of the platform and its users, it is necessary to present valuable and helpful content to impress Zhihu users. If you don't know how to do marketing in Zhihu, you can click on the link below to learn more about Zhihu's marketing plan and Zhihu's network promotion information.