Finding the growth lever has increased my content traffic by more than 100 times

Nowadays, Internet traffic always appears in unexpected places. If some content is published in a different way, the traffic will be different. Let's take a look at how the author uses the Internet traffic pool~

Nowadays, many people who work in self-media like to tell you that you can kill two birds with one stone by creating content.

However, this is correct but useless nonsense.

If you follow this sentence, you will most likely be wandering around various platforms every day, posting your own content. It seems that you are working hard, but it is easy to fall into the trap of "low-level diligence".

The result is that I am not proficient in any platform, and I use tactical diligence to cover up strategic laziness. I work so hard every day but achieve little results, and only I am moved...

After all, Uncle Qi is also a self-media person, and he has deeply felt this correct but useless nonsense. Experience tells me that in the early stage, I should focus on a single platform to open it up, and then find content traffic leverage on other platforms, and then selectively expand horizontally in the later stage when the potential energy is built up.

During this period, Uncle Qi changed his thinking and started distributing content outside the site, and every piece of content on Toutiao became a small hit.

Uncle Qi claims to be a content traffic operator with billions of traffic. After all, the two short video tools he has operated on Douyin alone have traffic of over 100 million if we only count the core brand traffic.

Therefore, we have very deep insights into different content traffic methods; of course, the content traffic methods you use must be different at different stages and with different resources.

So for personal self-media, how can we find the traffic leverage for off-site content distribution while focusing on a single platform?

Below, Uncle Qi will share the entire thinking + practical process from idea to implementation.

1. Consider the purpose of content distribution

We can first think about what is the purpose of content distribution?

The purpose is to obtain more search traffic and referral traffic from target groups on major content platforms, thereby achieving cross-platform traffic diversion to official accounts or private domains.

2. Analyze content distribution leverage factors

So, as a personal self-media, how can you find leverage to amplify content distribution traffic on other platforms while focusing on a single platform?

Then we need to start from the content recommendation algorithm platform and analyze the key factors that affect the account content recommendation traffic, mainly the following three points.

Account weight factors, popular content factors, content data assessment factors

Of course, this also requires you to have a very thorough understanding of the content platform, from the recommendation traffic mechanism to the content traffic logic; only then can you find the precise growth leverage factors to break through.
Therefore, analyzing the above three factors, starting with the account weight factor is undoubtedly the best growth leverage point for off-site content distribution.

If you want to start with the factors of explosive content and content data assessment, you will undoubtedly have to spend your energy on multiple content platforms at the same time. However, the content tone preferred by users on each platform will be different; this will make you very tired.

3. Propose a hypothesis + design an experiment

So how does Uncle Qi find a solution to the account weight factor?

First of all, you need to have a clear understanding of the account weight factors. The difference in weight between new and old accounts can be understood as account labeling, account fan base, and stable and continuous recommendation traffic.

So my goal became to find an account with vertical labeling in the field, a certain base of fans, and stable referral traffic to help me post content.

When my own content has the properties of a hit, and is backed by the basic referral traffic from old vertical account labels, my content can easily break through the primary traffic pool and acquire more referral traffic. It is much faster than creating a new account from scratch and posting content to start a new account.

After all, I know very well why "the same popular content topic, sometimes when I post it, there is no traffic, but when others post it, it gets tens of thousands of likes or 10w+".

Because account weight is one of the important factors!

IV. Evaluation Results

After a period of time, just as Uncle Qi had imagined, the traffic of the same content published on the new account and the old account was different.

Obviously, after being released on an old account with high account weight, basically all the posts are small hits.

On the left is Uncle Qi’s new account, and on the right are other old accounts

Sometimes, don’t easily deny that your own content is not good. It’s just that you really don’t understand the logic of content traffic and the platform recommendation rules.

The above is the method that Uncle Qi used to leverage content distribution traffic in the early days. Simply put, it is a marketing method of leveraging momentum. Reasonable leveraging can at least magnify your traffic a hundred times!

So now, can you apply the content traffic leverage method that Uncle Qi has shared to your own business? Of course, it is not limited to cross-platform content distribution scenarios (both short videos and pictures are applicable, so you can think deeply about it)

5. Final Thoughts

In fact, many "technique"-level gameplays are centered around the "Tao" level.

The more thoroughly you understand the "Tao" level, the more you can find ways to easily obtain accurate traffic; the iterative update capability of traffic gameplay is also the most powerful and core competitiveness of the Internet today.

After all, there is no one-size-fits-all traffic strategy.

But no matter how things change, the essence remains the same.

In addition, there are many more ways to play with self-media traffic... As Uncle Qi continues to work on the traffic of this account, I will share them one after another.

Author: Qishu WeChat Official Account: Qishu Entrepreneurship Circle