Content evolution of "big" sites: how value content unfolds

"Big" site, that is, in the industry has a certain status of the site, such a site in the content is a certain accumulation, with a huge amount of content resources and user resources.

Because of the sheer volume of its content, the so-called "being here and losing it" is has laid the status of its industry, attracted a large number of users to query information, learning, but because of the large amount of content, but also produced such as the uneven quality of content, users are difficult to find from a large number of content, the appropriate information, the content of the old, no longer applicable ... And so on, has seriously affected the user experience degree.

Baidu know as a representative of the website information of the bloated and true, Sina, NetEase representative of the traditional information portals of the old information information, Tianya representative of the traditional forum website true and false information ..., these problems all the times not affect these "big" site user experience, torture users of the site loyalty.

With the increasing severity and prominence of the problem, these "big" sites have taken many steps to address these issues, especially as the advent of the mobile internet era and the shuffling of content markets, these "big" sites have really bothered about content evolution.

　　1. Content control is the foundation, fine and valuable content of the production and the old content of the reorganization.

Content evolution, the content itself is the foundation, the user needs is the content, is the content can be valuable, so for the site itself, the quality of the production of valuable content is the cornerstone of all. such as questions and answers expert certification, information portals, such as expert columns are extremely attached to the value of their own initiatives, so there are hundreds of Baidu, titanium media, tiger sniffing network, such as a large number of emerging media sites, these sites are a major feature of the value of the production of a great importance. Value content has been a lot of existing "big" site attention, the site has returned to the content of the era of King.

The production of value content is on the one hand, but the old content of the collation has been not too much attention, although there is treatment, but not dedicated. False, advertising information, useless information ..., flooded on some large platforms, such as Baidu know, Baidu Encyclopedia of Marketing advertising, news portal Soft article ..., now although the monitoring and audit has been strengthened, but for the past produced a lot of information processing is in the cumbersome, this is undoubtedly the "big" The vulnerabilities and flaws of the website will also affect the user experience. The path of content evolution, still need to work hard.

　　2. Move the end, push the appropriate content to the user.

With the advent of the mobile internet era, mobile end of the content construction has been the "big" site, but also understand the mobile end of the content of the king, so for the mobile end of the content building are spared no effort.

On the whole, the mobile end of these "big" sites is evolving in the following ways: Based on its existing content, the development of content distribution flat, that is, the development of its own app, combined with user data, analysis of user habits, attributes, reading trends, etc., to the user to push the appropriate value content to the user. NetEase read clients, today's headlines, Baidu know mobile end of the know daily ..., as it is, the difference is only the user attribute analysis and content push matching degree.

　　3.PC end, add the value of the exposure port, and the content search engine to build.

These "big" sites have a lot of content, including bad content, false content, but also do not lack of quality content.

With the advent of mobile internet, these "big" sites for the optimization of mobile content, but ignore the PC side of the content optimization, how the content of the PC side will be more displayed in front of the user does not have much action.

As the previous article said, with the increase in content, these "big" sites become more bloated, with time, content, too much quality content will not be displayed in front of users, these high-quality content will also lose its significance. These "big" web sites want to evolve, they have to do: to show more valuable content in front of users.

How to display these valuable content in front of the user, Pengjinjie that:

On the one hand, we can refer to the content distribution mode of the mobile end, and at the end of the PC, it is possible to give the user the right content by analyzing the user attribute.

On the one hand, it is necessary to study the information access and habits of PC end users, to create content to meet the needs of netizens to obtain ports, portals, and aggregation of their own platform content, set different content filtering sort, so as to enable users to more easily find their own needs of content, and will be more valuable content to show in front of users.

For example, the Netizen has in the Baidu hundred home to understand "the traditional electric Dealer promotion" The information demand, Baidu hundred can according to user's this demand, creates the content entrance to present to the user (like the keyword presentation and so on), then unifies the station Content topic analysis (content topic is what, main speaking is what content), the content quality (user appraises), Time (instant content), content production subject (the author's popularity, daily performance, etc.), will be more high-quality, more in line with the user needs of the content priority to display to the user.

News information can be sorted by time and keywords; the content of the knowledge type is sorted by user evaluation, time, content producing subject and so on ..., this is undoubtedly an alternative search engine-station article search engine (note: Engine is not a platform, is not a tool, but a set of perfect mechanism, system).

The creation of a segmented content port will recreate more content rendering ports, allowing more value content to be exposed, increasing the chance of presenting value content, and avoiding the "burying" of a large amount of value content due to a large increase in content.

However, in the evolution of PC-side content, these "big" sites do not have these initiatives, so far, most of the content is still simple to present to the user, there is no system, perfect content presentation.

In this view, the content of these "big" sites evolved, some are already in evolution, but some are not satisfactory, a long way.

Source: Pengjinjie submission, micro-signal: Pengjinjie Internet Circle, the original link.