How to scientifically and systematically build a "self-media matrix" and make profits?

Building a self-media matrix is ??not simply about platform subsidies or profits. If it is a corporate operation, it requires scientific and systematic planning and operation. There are differences between building a matrix and personal operations: first, the matrix not only covers the industry, but also further covers industry subdivision groups, group segmentation needs, etc.; second, the profit of the matrix is ??not limited to platform subsidies, and the matrix of vertical industries can deeply connect with the industry. Upstream and downstream suppliers are the main source of profit. It is difficult for personal accounts to have direct contact with industry suppliers.

Take the self-media matrix of the automobile industry as an example.

To settle on the platform, you first need to figure out the platform management, account management, and implementation.

1. Divide self-media platforms in the automotive industry into two categories based on professionalism. The first category is vertical platforms, such as Autohome, Bitauto, etc. The second category is information platforms, which are the familiar Toutiao, Yidian News, etc.

2. Because it is a matrix operation, according to the daily needs of car owners, the account is arranged in the three fields of "new cars, used cars, and used cars", covering all users in the entire industry.

3. For implementation, since the number of matrix accounts exceeds 300, the method of applying for accounts in batches is adopted. 300 accounts will be settled in 3 batches.

The first batch, register for Toutiao and Sohu accounts.

In the second batch, register for Yidian News, Big Fish Account (then called UC Toutiao), Penguin Account, Baijia Account, NetEase Account, Sina Kandian and Automobile Toutiao.

The third batch is to register Autohome’s Chejia number and Yiche number. These two platforms were placed in the last batch of registrations because Autohome, Bitauto, etc. are vertical professional websites in the automotive industry, and they have very strict requirements for self-media and content.

How to ensure the output of high-quality content from a mechanism?

First, personnel reserves. Recruit at least 15 local interns within 5 days.

Second, introduce the old into the new. Teach them step by step how to make self-media. The training content includes self-media editor, explosive article monitoring, use of pseudo-original tools, rules of respective media platforms, etc.

Third, post in batches. Last year was the content growth period for major information platforms, and pseudo-original content could also be recommended. Therefore, using explosive article monitoring tools and pseudo-original tools to assist in batch publishing of articles was effective. Now this operation is obviously not feasible. Therefore, it is still important to output high-quality content.

Fourth, statistics. It is required to count the popular articles generated by the 9 major platforms every week, and comparatively analyze the differences in the content recommendation mechanisms of the 9 major platforms.

How to achieve matrix profitability?

Once a matrix is ??formed in a vertical industry, the benefits will be more than just the so-called platform subsidies.

First, platform income. In the beginning, platform revenue was our main source of revenue.

Second, platform bonus. When platforms have passed the content growth stage, they will use various policies to attract high-quality original authors.

Third, advertising revenue. Advertising revenue mainly comes from cooperation with OEMs. This revenue is not covered by many self-media. In fact, this is the bulk of revenue.

There are two specific types of advertising revenue:

The first type: brand public relations. When an OEM releases a strategic model, it usually has a large budget to build the brand. OEMs value the data of Autohome Chejiahao and Yichehao most (including frequency of posts, number of reads, and number of comments). If your account can be on the list, it will be a bonus and you can get a higher offer.

The second type: online promotion and offline sales. This type of cooperation is usually a year-long signing, in which the company cooperates with the OEM for a fixed number of offline sales activities a year, attracting traffic and receiving sales commissions.

Fourth, clue income. The lead income is mainly based on cooperation with local dealers and is paid based on valid leads for viewing cars in the store.

Can traffic be achieved through the self-media matrix?

The self-media matrix can attract traffic, but if you directly leave information such as WeChat ID, QQ account, and official account in the article, your account will be blocked easily. Everyone must know this. The self-media traffic we currently use is realized through the automatic reply function of Toutiao keywords.

Today’s Toutiao keyword traffic can be divided into two steps: the first step is to use copywriting such as gift information as “bait” to guide users to pay attention to Toutiao accounts and obtain them by sending private messages (keywords) information; the second step is to use the keyword auto-reply function of Toutiao to automatically send the copy used to attract traffic to fans. Whether it is to guide fans to follow the official account or add personal WeChat ID or QQ account, it is all possible and will not affect Recommended amount, and your account will not be banned. So you need to polish your "bait", and then show the "bait" to fans through the content of headline articles! Fans in vertical industries are basically precise fans.

Final suggestions:

First, you must change your IP for batch registration; second, the local community of self-media will be the next stage of monetization model for self-media; third 3. You can’t earn all the revenue from the platform. If you’re doing graphics and text, just focus on graphics and text. If you’re doing videos, focus on making videos. Don’t be greedy for too much.