On the dilemma between local community website and local news portal

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

In the series of "dilemma breakthrough: two or three line City community web site development" in the first chapter, I gave some ideas about the choice of community website interest groups. So in this article, I will focus on the local community web site and local news portal competition issues with you to discuss. In the competition with local websites, there is a kind of competition which is the most difficult: direct confrontation with the news portal. This kind of website basically by local news media directly founder, in the news and content resources occupy absolute advantage, in addition, in the capital, network and social credibility of the absolute upper hand. These advantages will have a very high conversion rate, in a short period of time can form a city-wide influence.

The local community websites and news portals are gradually converging, which is a new trend of the development of the community websites, which is the relationship between competition and cooperation. In fact, in order to survive in the local community site, not to be washed away by a large portal site, we must rely on the power of local news and information providers. How to use the regional characteristics of news to serve the website, to attract more users, becomes our core issue. The content of website news is more important than style and function, which is the consistent thought of local news portal. In fact, this is not absolutely true, although the news content can attract users to see more than a few pages, but if too much information, lack of other services, in the network functional temptation so big today, who will have the patience in such a site for an hour?

When I first explored the topic with my Peng network colleagues, I received feedback from several questions, probably saying: Although the function we occupy the absolute advantage, but the news portal content resources superiority is too big, simply from the information that we cannot lead. My answer to that is: instant news, softening news and alienating news. A little more specifically, one is to use the platform advantage to rob fresh information, the second is to soften the tone of the news and rich graphics and text; The third is to capture people's curiosity to find strange and bizarre city stories.

Two or three-line city's community website should first be clear, the site should be convenient and effective release, query the general needs of the local masses of information mainly, can do some local news, but not too much information, can not be quick to rob the news portal readers, because we can not do more than their professional. Luckily, Peng and the local evening paper became strategic partners, which gave us a little bit of a sigh of relief for the news. Here to insert a digression, newspaper and website Fusion trend is also gradually revealed, I hope webmaster friends can attach importance to seize this opportunity.

The competition between the community website and the local news portal is not only reflected in the provision of information, activity resources, cooperation channels, business partners and so on, there are fierce competition, even news portals will be involved in community Web services. To sum up, the essence is a kind of local quality resource snatch war. It can be said that the competition cycle will be very long, the community site should be fully prepared to fight a protracted war.

But the community website and the news portal to the resources competition, may boil down to the local user attention degree competition, who has the user group superiority, who has the resources superiority. Traditional local Web sites in the fight for users still stay in the basic design, content design, layout design, functional design, activity design, etc., can be considered as basic design. And really let users have loyalty to the site, in addition to these, there are cultural construction and dissemination.

This is a local community site has long neglected the focus of work, the past, cultural construction and dissemination has been a lot of local webmaster as a "gimmick", or is considered to be the "plaything" of large enterprises, biased visual blind area caused by our users of the site brand superstition is very low.

Some time ago fortunately attended the Taobao University in Xuzhou training activities, in the name of technical teaching and exchange of experience, the essence is a disguised conference marketing (myth and promotion of new pay function), in this process, Taobao embedded superstition culture spread: You use these functions to make a lot of money, do not have to earn, but also to be eliminated. In fact, the spread of culture does not divide the enterprise scale, those famous enterprises, no one is not in the early growth of the importance of cultural strategy.

As far as local community websites are concerned, our cultural communication should be focused, without fear of the news portal's involvement in the community, which is essentially a disorderly, egalitarian surface infiltration. Focus on the public to convey the site to the city of fresh, true, useful, fun, adhere to the user experience the supremacy of the concept of communication, to find suitable for the site's own characteristics of the dissemination of the way, it will be relative to the news portal more close to the advantages of people's lives to play to the This is not only a local news portal a pressure, but also the external site of a heavy blow to the station.

This article by the www.pengke.com webmaster feeds!