Before starting this article , I have to say , For a long time , Because it's big for experts V Too much trust leads to the loss of self thinking , I don't have any doubts about the way headlines operate , As long as they say , We'll do it , It's the end of the year , Calm down, too , Write an article to summarize .
This week , Organize the team to watch the approaching 130 A headline video of operation , And then summarize and decompose . And downloaded 400 Several articles are summarized .
First of all, list the necessary objective facts ：
- The first importance ： Suction powder
- The headlines should be original
- The amount of traffic for the elderly is not as much as that for new people
These are right ？
Yes , It's not right ！！
Otherwise, how could so many millions of bigwigs abandon their farmland ！！！！
1 The headline is who gave us the money ？
About this , I asked directly ： Who are the creators of the money , Is that the headline ？ Or readers ？
If only from the official interpretation , The headlines, of course, pay us , Equivalent to the cost of our creation , But where does his money come from ？
Obviously, the money was given to us by the headlines , Who gave the money for the headlines ？
2 About the content and skills of the post .
Who gives me the money , I work for who , Except for those who are interested in literature , The fundamental purpose of our side is to have better profits .
Many articles and teaching videos are about what time to send video , There will be a good flow of articles , Why on earth ？
Why does this time give you traffic ？
1、 During this period, customers are looking at their mobile phones, of course, there will be traffic .
2、 This is a lot of big V Sum up the experience
3、 Three rural video is a hot spot
4、 Only by rubbing hot spots can there be traffic
Actually, it's all right , But it's all wrong , First of all, we have to understand the problem , Who is paying for all our expenses .
Who's paying for our creators —— advertisers
Understand the problem , We need to know what advertisers need ？
1、 Customers see my product
2、 Customers buy my products
3、 Customers publicize my brand
4、 I have good sales
Of course , Of the customer base Portraits are important . Because every customer has different characteristics , And no one has the ability to tamper with this person's characteristics .
It made me reflect , As a former advertiser , I began to reflect
I'm an advertiser , I put an ad under the headlines , It's about planning , I plan to have a group
At this time, I log in to the background of the advertiser , Then compare the background of the Creator
Let's sum up dm single , What are my options ：
- Behavioral interest
- Application platform iOS or adroid or pc
- The Internet
- Mobile phone brand
- Cell phone price
- Professional status
These are the questions I need to know as an advertiser , Of course, the headlines will sum up for me , It's based on these features that I make up a directional package , And then throw the money out .
Based on these technologies , Information flow advertising began to carry out his mission , Bring me together people who fit these characteristics , according to cpm perhaps cpc Charge me ： Pass on my product information to users with such features .
3 Now I Change How do you do it? ?
It's not just headlines , The advertising algorithm of each platform is very clever , Otherwise, foreigners won't let you hand in the algorithm first .
This is the core of these companies , It's good to have a whole set of neural networks through the data , Others are good , Sort out the characteristics of these people , Meet the needs of advertisers ,OK, You have clients , I have income , Everyone was very happy ……
Now I've changed my identity , I also want to make money for the headlines , I want to make money for him , Will give me more traffic , Is that the truth ！！！！
What shall I do? ？ Also do agriculture, rural areas and farmers , Also do funny , Knowledge output ？ Too many choices ！！！
4 Only a few advertisers who invest money at most
Which advertisers invest more money ？ We operate on the headlines, and we do more information flow advertising , We need to know what kind of information stream advertising accounts for , I don't want to explain this concept .
1、 Financial advertisers
2、 Real estate advertisers
3、 Car advertisers
4、 E-commerce FMCG advertisers
This is a few big ones on the information flow platform advertisers , They are willing to spend money to let people know about their products , How can we help them make money , If the attributes of our articles can let more of their customer attributes come to read , Does it increase the exposure ？（ This sentence is wordy , Simply speaking , That is, the readers of my articles coincide with the clients of advertisers ）
Enabling Marketing ：
The word is very simple , But it is also my side of the company spent nearly 300 million investment to get started , Headlines are smart , Its algorithm is really excellent , We advertisers , Is constantly testing his algorithm , Let more of my clients see my advertisement . And he was learning , Improve the efficiency of advertising distribution colleagues , We also use algorithms to analyze deviations from user requirements , Let users break through “ information cocoons ”. Optimize the user experience .
In summary ： Data driven lean growth , Every headline operator doesn't just have to look at the content , Think more about what kind of customers your content can bring .
- 1、 For this kind of advertisement user demand carries on the article to write .
- 2、 Capture this kind of users key word Write .
- 3、 I don't know the direction , It depends on who advertises more , Just write about the customers in that direction .
Because this article adopts the way of oral to text narration , And limited by the lack of their own knowledge structure , Inevitably, it will be different from the rigorous technical implementation , Welcome to error correction .