Business Analysis | KOL Newsboy’s column earns millions a month from private domain sales. Do you really understand?

Friends who work on content matrix are probably familiar with Newsboy. This article analyzes the business of Newsboy column from the perspective of KOL in the self-media circle and interprets it from two major aspects. I hope it will be inspiring to you.

I have spent some time researching these days, and today I would like to share what I have seen. They made a commercial plate based on the Newsboy column.

Uncle Qi would like to sum it up in one sentence: You and I are both players in the game, and everyone is a winner.

Below is an analysis from the perspective of KOLs in the self-media circle, interpreting this business model that makes a lot of money from two major aspects↓↓ (Well... only benchmarks are worth disassembling)

• Why do KOLs choose newspaper boys?
• What is the money-making model of selling commercial discs through KOL Newsboy’s column?

In the following text, KOL represents big bloggers and KOC represents small bloggers.

01 Why did KOL choose the newspaper boy?

Uncle Qi, can you please summarize what a newspaper boy is in one sentence?

Simply put, it is similar to a collection of paid content on a public account for a certain vertical content theme, and in addition, it has an additional most important distribution function.

In fact, some people choose to be newspaper boys to make money, while most KOLs do so to earn high-quality traffic and quickly gain market share. This gap is determined by business cognition.

If you have ever worked in self-media, you will know that sometimes you need to use low-priced paid traffic-generating products (not limited to communities/courses/services) to initially screen out high-quality paying users. (The Newsboy Column can also do this)

But the pain point for bloggers is that these paid traffic-generating products cannot automatically amplify traffic. Generally speaking, they still have to constantly obtain content traffic and increase fans, then divert private domain conversions, and then continue to gradually increase customer orders.

However, at this time, Newsboy emerged with the content column distribution function.

In fact, in Uncle Qi's opinion, it is estimated that the official Newsboys did not expect it↓↓

Originally, we wanted to use bloggers to promote Newsboy’s “Pure Value Content Column”, but it turned out to be used by bloggers as a tool for attracting private traffic!

🔺Newsboy official website slogan

Mutual use is good... After all, if the new product has no use value, who would want to use you...

It was also the birth of the Newsboy that led some smart bloggers to develop a paid traffic column matrix, and quickly gain territory through the distribution and sales model. (Seventh Uncle said that many of the underlying logics are the same)

Of course, not everyone can succeed in the circle, I will talk about it in detail later...

① Why should we create a paid traffic column matrix on Newsboy?

First of all, the traffic charm of the newsboy column distribution and sales has indeed made KOLs taste the sweetness.

If KOLs want to continue to grow the number of users of the Newsboy Column, there are only two ways: either continue to expand the traffic pool, or develop more paid columns to meet different user needs.

Therefore, the core purpose of creating a paid traffic column matrix is ​​to attract more target users.

Because different target users have different needs; with limited resources, the scale of users interested in a single vertical topic is always limited.

② Why can the newspaper boy help bloggers complete the traffic column matrix?

▶ Light content delivery

This is because of the characteristic of Newspaper Boy's light content delivery, that is, each article does not need to have many words, as long as it solves the specific pain points of a certain user.

For example, the blogger can reorganize the series of running courses that he has delivered before with fragmented information and publish them on the Newsboy column. Then users who don’t need running courses will naturally pay for them.

Some KOLs even have newsboy columns that provide IP partners with a traffic pool for marketing conversion content (I’ll explain why this is done in detail later)... I’m really amazed by this... So these column KOLs don’t have to spend any content production or operating costs, which is really a great idea.

In fact, it doesn’t matter if the course content is delivered lightly, because the ability to pay means that he has a demand for such products; if the experience of lightly delivered content is good, he will still give priority to upgrading his orders and learning from bloggers who have already generated paid links.

After all, who on the Internet expects to get cheap and easy content delivery, learn great knowledge, and achieve great results?

▶ Distribution function

In my opinion, the distribution function of the Newsboy is really a powerful tool for KOLs to sell products in their private domains. If the KOLs who distribute the products do not receive immediate profit feedback, then the enthusiasm of the distributors can be imagined...

③ Why did Uncle Qi say that the newspaper boy has become a private domain traffic diversion tool for bloggers to quickly expand their territory?

Because of the combination of Newsboy's distribution function and KOC joint sales, KOLs can quickly harvest high-quality paid traffic from all directions on the Newsboy column.

Moreover, most of the people who buy columns will join the big bloggers’ communities, thus gathering traffic to the private domain.

🔺Flowchart of distribution and sale of Newsboy Column

In fact, sometimes you don’t have to work hard on content traffic, you can still have fun by leveraging traffic integration. This is also the most common traffic master integration gameplay of the "Six Major Traffic Acquisition Systems" mentioned by Uncle Qi before.

The above are the main reasons why KOLs would abandon the WeChat paid collection function and seek the Newsboy content column.

02 Analysis of KOL’s Commercial Disk

The above explains why KOLs choose the Newsboy column.

So what exactly is the existence of the Newsboy Column in the KOL’s business landscape?

Uncle Qi will first summarize from two perspectives. The way to play this business disk is↓↓

Potential energy perspective: leverage each other’s momentum.

KOLs first leverage their momentum to distribute products to KOCs, and then the KOCs who work together to distribute products gather together to create momentum, which in turn empowers and increases the potential of the KOLs themselves.

From the perspective of making money: KOLs plunder high-quality paid traffic and accumulate high customer conversions in private domains.

While allowing KOCs to make money by distributing columns, the traffic collected by KOCs can be deposited in the KOL private domain through the columns; then the KOLs whose potential energy is continuously raised can reversely market these KOCs to promote the conversion of high-profit products. This is the real money-making model.

How to understand? Let me explain in detail↓↓

Uncle Qi will first use his own drawings to present it, to help you better understand this business disk, where KOL makes money↓↓

▼First look at this commercial disk link based on the newsboy

🔺Some of the big bloggers' commercial plates

▼ Let’s look at the product system of the big bloggers

🔺KOL product system (the Knowledge Planet series is temporarily ignored)

All business can be summarized by traffic, products, and conversion. Looking at the above picture, you will find that big bloggers do not rely on content traffic, but rely on paid column products and the distribution and sales of countless KOCs to continuously harvest traffic. (This is actually a set of marketing combos that has exceeded the scope of most self-media bloggers playing with content traffic)

It doesn’t matter what the distribution ratio is for the newsboys, and it doesn’t matter whether they make money or not.

What is important is that while amplifying the column traffic through distribution and sales, it can also amplify its own potential, and the main purpose is to harvest traffic and divert it into the private domain for continuous distribution, upgrade orders and conversions, and empower KOL partners.

03 KOL Newsboy Column Private Domain Sales Successfully Launched

▼ In this commercial segment, let’s first look at the sale of the Newsboy Column.

If you want to delve into the business of making money from the KOL Newsboy column, you need to have a deep understanding of the following two questions↓↓

① Why was the KOL Newsboy Column so successful?

In order to successfully sell, you must first meet the following two conditions↓↓

First, there are good products that users can pay for.

There is no need to say much about good products that users pay for. They have been in this industry for so long that they must be familiar with the user pain points.

Even if you are not sure, it is completely feasible to use their well-selling courses as column content.

The second is to establish a cold-start seed sales community of a certain scale.

As Uncle Qi said above, not everyone can succeed in making a circle.

These KOLs have accumulated many years of experience in the industry and have a group of very loyal fans and partners. Moreover, they are all loyal fans with their own traffic. They help spread the word layer by layer, and their voices also rise.

The scale of the cold start of the sale determines the extent of the hype. Therefore, it is difficult for people who do not have sufficient resources to sell privately through the Newsboy Column.

Don’t always look at others selling hundreds or thousands of copies... In fact, there is traffic empowerment behind it. I will explain in detail how it is empowered later.

② Why are KOCs willing to help promote sales?

Here KOL solved 2 core problems↓↓

One is trust, the other is interest.

There is no need to say much about the trust that loyal fans who bring their own traffic have in KOLs. As for the benefits, the key is to set the distribution ratio as high as possible, so that those who enter the market early can make money first.

In addition to the purpose of learning, KOCs who help promote sales can be roughly divided into two types in my opinion↓↓

One type is the KOC who has no products and does not make much money;

One type is the KOC who has products and makes money.

The first type of KOC has no products but has traffic. Their biggest goal is to monetize the traffic and make a little money.

It is a normal idea to use products with mature IP to monetize traffic. After all, products with big IP have endorsements and guarantees, and the distribution of products does not require post-delivery by themselves; and KOC can also accumulate a batch of paid traffic and make money.

The second type of KOC, who has products and makes money, has the biggest goal of socializing and linking resources.

After all, the joint sale of KOL columns brings high-quality paying users, which is much more efficient than creating content yourself to screen users.

Uncle Qi quoted this sentence from the master Charlie Munger:

“There are two principles in fishing. The first is to fish where there are fish. The second is not to forget the first principle.”

So where are the target paying users of KOCs with products? Isn't this obvious? So do you have the ability to link?

Once the two important issues of selling products and selling traffic sources are solved, it will not be difficult to convert the remaining target users. In addition to the novelty of users picking up bargains for low-priced paid columns in demand, KOLs also have a series of marketing methods to empower distribution KOCs.

Running through the paid column matrix to sell traffic is equivalent to running through the basic base of high-quality users that KOLs can continuously generate.

After all, these traffics are all screened through paid channels. Compared with attracting paying users through account content, the conversion cycle of users to orders brought by the column sales should not be too fast...

04 The big money-making private domain upgrade link

▼ In the commercial market, let’s look at the private domain order increase that really makes a lot of money.

This is the right part of the picture below, which is the stage of deep conversion from KOC to purchasing users to private domains. This is also the beginning of the stage where KOLs really make money.

In fact, all KOL product systems serve different types of people. They know exactly what the corresponding target users want...

According to this product system diagram, this is the ultimate secret of making money with this commercial platform↓↓

By directing traffic to the paid product Newsboy Column and bringing the filtered traffic into the KOL's private traffic pool, the initial mission has been completed.

So how do we convert these users into higher-order users?

Simply put, develop products to meet their needs, and then market them for conversion.

If you want to convert high-order products, KOLs also solve 3 important factors↓↓

The first is the result, the second is the resource, and the third is the potential energy.

In addition to the KOL's own accumulation, after the joint sale with KOC, the results, resources, and potential that are reversely empowered to the KOL are sufficient to greatly enhance the user's trust and professionalism in the subsequent conversion of high-order products.

Then, when faced with the sale of paid columns to attract traffic and screen users, advanced conversions will be directed to high-customer-order accompanying classes, training camps, knowledge planets, and super-profit product IP partners.

Uncle Qi will talk about the IP partner product separately here. After all, I also like this kind of super profitable product. I estimate that it will be a trend product in this circle in the future!

From the perspective of sales traffic alone, the target group of IP partner products is the group of distribution KOCs who have their own products and have made money. Generally speaking, those who have not made money themselves have basically no demand for IP partner products.

It can also be said that the KOC group that purchases profitable products from IP partners invests the money earned from distributing columns into KOLs as a bargaining chip for upward social interaction and linking resources.

Because this type of KOC group with profitable products also needs high-quality paid traffic and high-quality circles; they are more aware of the circle resources behind the KOLs, and how high the quality of the traffic attracted after the joint sale is, which is much better than outputting content and attracting traffic on public platforms and then converting them.

After all, being an IP partner is equivalent to getting the endorsement of a KOL. Anyone who knows a little bit about the industry knows what that means, right?

In fact, the selling point of KOL in IP partner products includes traffic support!

Share and empower the KOL's original accumulated traffic, the newsboy column traffic and private domain traffic with his IP partners, and then repeatedly clean the KOL traffic pool to squeeze out all the value of this traffic pool. (The same principle applies to follow-up advertising: as long as you don't leave his private domain, there will always be a product you will pay for again)

Why do IP partners need to be repeatedly cleaned?

Because for this type of KOC with profitable products, in addition to improving their learning ability, the most important thing is to have good paid traffic resources.

The best delivery is to allow them to learn and earn money at the same time.

So you will understand why KOLs would promote other IP partners’ newsboy columns or knowledge planets in their private domains, and share the content of IP partners in their own newsboy columns.

This also explains why KOCs who have products and make money will buy IP partner products↓↓

Because KOC can get the traffic support of KOL by buying it, and can make money back by letting him promote it once, and can receive money at the same time. Moreover, you can stay in his resource circle and learn courses for a long time.

If you want to make money continuously, let others make money first.

Of course, KOLs will not be too worried about these KOCs diverting users away. After all, their ultimate super-profitable products also come from the super-profitable IP partners who distribute KOLs...

In this way, the KOL's business will continue to start the growth flywheel one by one.

05 Conclusion

After the above explanation, you will find that in the sale of the Newsboy Column, we are all players in the game. KOLs spread/provide value, KOCs spread/provide value, and users purchase different demand values ​​multiple times, and they are all winners in their respective positions.

For KOLs, if they want to continue to generate revenue automatically through the low-cost paid column matrix, they must continue to dig deep into the column product matrix + KOC + IP partners + (paid traffic), otherwise it will be difficult to maintain a stable traffic base.

However, if most participants use the Newsboy Column as a tool for distribution, making money and attracting traffic, and deviate from the meaning of the content product itself, I think this new way for KOLs to plunder traffic will not last long.

After all, most of the information I bought from the Newsboy columns is knowledge that can be solved by searching. So I feel that I am paying for the information collated by the column blogger. (Of course, I don’t deny this value.) As the official Newsboy said, "People are willing to follow a living person."

Moreover, if you create something new like the Newsboy to attract traffic, after washing the traffic pool, users will become smarter, and the sales conversion rate will become worse and worse. It is the same as the bargaining of a certain number of people.

In addition, users can buy columns for 10 yuan or 19.9 yuan, but in the end they find that what they read are just some correct cognitive nonsense and outdated knowledge; they are out of touch with the latest market practices, so that users can’t get the small results they can reach, and they will gradually abandon them and lose the desire to distribute. (After all, distribution is also based on the trust of the purchasing users in the KOC)

Of course, there are many bloggers who are serious about delivering newsboys, but this is not the point I want to discuss in this article.

The above business analysis is only for the mission of the Newsboy column in the KOL business plate that I have seen, and is only Uncle Qi’s personal opinion for reference.

On the road to entrepreneurship, only by maintaining deep thinking and continuous deep learning can you get closer to the essence of success of those who achieve great results.

Author: Lao Qi WeChat public account: Qishu Entrepreneurship Circle