The 4 stages of private domain, the last one is the god

This article deeply analyzes the four development stages of private domain content operations and provides strategies and suggestions for improving content quality. It aims to help readers succeed in the field of private domain marketing. I hope it will be helpful to you.

From the perspective of content, private domain development can be divided into four stages:

1. I don’t know the content is important
2. I don't know how to do it
3. Know how to create content
4. Content level 90 points or above

The fourth one was directly deified. Let’s look at them one by one.

In the first stage, I don’t know the importance of content

If you are in this category, frankly speaking, you haven’t even started in the private domain. The importance of private domain content is already a consensus in the industry. If you have done some research, consultation or study with a few people who are really engaged in the private domain before entering the market, you will know this.

But then again, we can indeed be easily misled. After all, the private domains we often see, especially the top private domains, their content is simply terrible.

In the private domain of some leading brands, you thought that the private domain (content) was like this, but it turned out that everything you thought was wrong, without you knowing it. This is the most fatal and terrifying thing.

I don't know how many people have been misled by these top figures. With their level of skills, they still have the nerve to share here and there every day. What's most infuriating is that some of them rely on extras to make false claims, and the official authorities use them as cases to publicize them everywhere. It's really a case of outsiders watching the fun and insiders seeing the joke.

If you don’t know the importance of content yet, I suggest you read these two articles to fill in your basic knowledge.

1. "I've bought the tools and studied the cases, but why can't I do private domain well?"
2. A way to make money quickly in your private domain

In the second stage, I don’t know how to create content

After the first stage, you know that content is important, but how to create content next?

I have to say that it is indeed not easy to create content in the private domain.

First of all, the private domain is not like the public domain. In the public domain, you can copy content from your peers or other industries, but it is different in the private domain. You cannot copy content from your peers (the same as content from your peers 💩). Even if there is something good, you cannot copy it.

Secondly, private domain is not like e-commerce. E-commerce customers search with clear needs, and the content focuses on conversion and does not need cultivation. However, private domain is to sell things through content marketing in an environment where people originally had no intention of buying things. The requirements for content are extremely high. It needs to be cultivated, activated, retained, converted, delivered, and have emotional value.

In addition, there is a lot of content in the private domain, while the content in other places is mostly simpler. The positioning is just one sentence, and the advertisement is a little more, two or three sentences. The college entrance examination essay is no more than 800 words, but there are 9 touch points in the private domain, and each touch point requires content, and the amount of content required is large and the forms are diverse.

Moments need daily updates, official accounts need long articles, 1v1s need private chat scripts, WeChat groups need operational scripts and materials, video accounts need short video content, and live broadcasts need live content.

This is not the most important thing. The most important thing is that customers have extremely low tolerance for private domain content.

• The content of Moments is not good, screen.
• WeChat group content is not good, collapse (or quit the group)
• The content of the public account is not good, please remove it.
• 1v1 group messaging is not acceptable, please delete it.
• …

This is the last straw that breaks the camel's back for those who want to create content.

Because of the above reasons, many private domain contents go to two extremes.

Either they push the content recklessly regardless of whether it is good or bad, and go further and further down the path of losing fans.

Either they dare not speak or promote content for fear of being deleted.

Both situations will result in the private domain not being done well or being unable to continue.

3. Know how to create content

This kind of result can be obtained in the private domain.

If you can handle the content, you have handled the most difficult part of the private domain.

But then, you still have two problems:

1. The problem of continuous content production
2. The issue of content quality

To continuously produce content, there is no doubt that a mechanism for continuously producing content is needed.

A common practice is to form a content team and build a content middle platform, with the front end responsible for using the content and the middle platform responsible for producing the content.

This method can indeed produce content. People like Liu Siyi and Liu Run both have content teams.

The problem is that most companies do not have such team configuration and content talent.

What to do?

Let’s break down our thinking. What we need is continuous content, but that doesn’t mean we need to continuously produce content. These are two different things, right?

If we can reuse good content, it will solve the problem of continuous need for content.

Just like advertising, good advertising is all about repetition.

This is what we often call standardized SOP. SOP is not just an action or a process, it also includes content.

Okay, in this way, the problem of content sustainability has been solved, and the last problem left is the issue of the quality of the content.

4. Content level above 90 points

We talked about quantity issues before, now let’s talk about quality issues.

When it comes to private domain, quantity of content alone is not enough. Quantity only determines exposure. Oh, no, exposure cannot determine it. In this era when even young ladies are not useful, if the content is not good, no one will read it at all . What determines exposure is the quality of the content. The quality of the content determines whether it can be seen, spread, attracted, trusted, and converted.

We set a score for content quality, 60 points for passing, 80 points for good, and 90 points for excellent.

As for the current level of private domain content in the market, it is no exaggeration to say that it is not up to standard at all. It is all the same colorful advertisements, all of which do not speak human language and are all self-indulgent and narcissistic.

When doing private domain business, the minimum requirement for content is 60 points. How to achieve 60 points?

Just use one trick - speak human language . What does it mean to speak human language?

I’ll show you a set of rhetoric to speak in human language (how much you understand is up to you).

It is no exaggeration to say that once the content speaks in human language, it can defeat 80% of its peers.

Of course, our requirement for private domain content should be 80 or 90 points, because sooner or later your peers will wake up and achieve the 60-point level.

But content that scores 80 or 90 points cannot be achieved just by hard work. Such content talents are extremely scarce in the market, so scarce that they are impossible to recruit.

Therefore, please cherish the people in your company who can create content, especially those who can create high-quality content, and give them support.

If your private domain has reached this stage, I want to congratulate you. Your private domain will definitely get results, and very good results. It is no problem to support the company, but don’t be too comfortable supporting yourself. The four stages of private domain content correspond to the four stages of private domain development. Take a look and see which stage you are in now?

Author: Dajiang Wu; WeChat public account: Dajiang Wu (ID: gh_ba13460e1d2d)