Poor big Data age: Do you want to stock content or flow content?

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Where does your content come from? Where do you want to go? In the age of no internet, the general content is fleeting, unless you can do it all. With the Internet, you put a fart ten years ago can be preserved intact, perhaps also can glow new value.

When it comes to content marketing, there is always a sense of distance away from the content two words, and I don't know what this content means. If you don't want to delve into what's in the content, you can understand the content from another perspective. When we add a timeline to the emitted content, we can determine how long the content life cycle is. The two concepts to be analyzed today are related to the content life: stock content and flow content.

What is stock content?

Stock content is not easily outdated, can be reused multiple content. This content generally has a long life cycle and will not significantly detract from its value over time.

For example, an encyclopedia concept, an academic article, a branding story, a blue Book or ebook, a tutorial, and so on. These contents can be put there for a long time, and some can even like the old cellar, the longer the more flavor. Classics, however, are a major feature of this content.

Example: There is a person called management on the Internet, very talented, he has a blog called: Management programming State. The homepage of this blog has a lot of tutorials, SEO, CSS, JS and so on, do very well, is a typical stock content. Many large Web sites use these tutorials as an entry-level tutorial and are widely circulated on the web. So far, the value of these tutorials has not diminished much.

Stock content will generally be made into the content of the Web site to store up, forming a site similar to the resource area, this place is often the focus of the link bait.

What is flow content?

Flow content is also called consumer content, that is, those who read after will be forgotten content, freshness period is very short, more is to play the function of news. such as a website bulletin, an industry explosive news, a real-life case-sharing, a travel story, a commentary article, and so on. These content generally have a relatively short life cycle, and over time its value will be significantly impaired, or even become a pile of garbage.

Example: There is a website, called the Tiger sniffing net, is a lot of media people like the site. The contents of the content in favor of the flow of content, a variety of explosive materials, hot reviews, rushes, in full swing. One more example: Today's headline, which is also a typical flow of content, everything is the headline, all the hard material, which is hot it touches what.

So, do content marketing, we really want to stock content or flow content?

This is a very naïve problem, like rebellious adolescent children, see things are not black or white. My proposition is to see the specifics. If your content marketing is based on the site, I think you can consider this:

1, media-oriented web site to flow content.

2, resource-oriented web site to the stock content.

3, personal blog, mainly to the stock content.

4, business website, the main stock content.

5. E-commerce website, mainly in the stock content.

Looking at the above five cases, the stock content to 4:1, as if it is very powerful. From this 4:1, we can deduce the following several conclusions:

1, the stock content is very demand.

The stock content actually represents the content in the general sense, is those worth collection of fine content. Is there much of this content? You casually Baidu, there are millions of results, look very inexhaustible appearance, but a careful look will find that 99% are junk information. The homogeneity of information and the low quality of people to scold a sound. Therefore, the rich and colorful content is a big gap. More and more people will be willing to pay for the content.

2, personal blog should be the image of experts to see people

Personal Blog If hard to update the industry news, sooner or later one day will be exhausted, and your news most people can not see. To run a personal blog, you must first become an expert and share your own professional stuff. Here said the experts, not the original experts, but you have to their own field has a unique vision, that is, can write original things, you can choose the most consistent with their own personality things.

3, the sale of the site to have content reserves

The so-called buying and selling sites are those that do business, such as corporate stations, electrical business sites. These sites can pay more attention to the question: what do people pay for your stuff? There are two answers to this question:

1, others agree with you;

2, others get your help.

How do you achieve these two goals?

1, a resonance of the corporate philosophy and business story;

2, professional solutions in the field of customer problems.

These two types of content, should be the most indispensable content to buy and sell websites. With the intensification of competition, the lack of personality and help information of the sale of the website business is not good.

PS: Brand story is not the "about Us" rotten page, but about the company's series of stories, the expression of the company's history, philosophy and mission. Here is a case to refer to: Chanel's brand Story (series).

4, the flow of content to the media to be responsible for professional

Media professional website to catch all the trouble on the network, they like the most fresh things, and sometimes on this basis deliberately to twist new things into a strange and interesting things. Their object is eyeball, not wallet, so the general blog and corporate website really do not need to go this way.

The above is only the content of the biased, not absolute. A normal website will generally have both flow content and stock content. And the two content is not good or bad, they just play a role and reflect the function is different. Flow content is concerned about the industry's hot spot, the stock content is the industry's normal. Flow content embodies the news function, the stock content embodies the knowledge function.

The combination of stock and flow content is a relatively healthy state. For example, SEO industry authoritative website seowhy, both "SEO 100,000 why" This classic content, also has the latest development of SEO industry. In the view of users, the former can embody professional degree, the latter can reflect the image of industry information entrance. Together, your overall image becomes more authoritative.

Facing the contents of stock and flow, the following three kinds of people can think about the following three questions:

1, Network Marketing Person: How to balance flow content and stock content?

Since the micro-blog micro-media, online marketing has suddenly become dramatic. A lot of people are desperately making quality content, is in order to be able to be in these micro-media to be wildly forwarded, all of a sudden to improve visibility. This idea is very human, who are eager to fast, but fast is often not easy to cast classics.

Classic is the need to accumulate, precipitation down the content is more thick, not easy to get the micro-media dissemination, but it will become a source of micro-media, and become a search engine favorite things. Therefore, the precipitation of information, such as encyclopedia, List, guide, Daquan and so on the stock content suitable for storage in the search engine this large warehouse, which is the most important SEO should be concerned about.

And those that need to be spread quickly through the tide of public opinion and social tools, usually based on the stock content, combined with the current social hotspots and the public pain point itch point for lean production (the title party, visual design, language popularization), on the media and social platform to become the flow of content, this content mainly exert PR function.

Therefore, the stock content as a backing, responsible for SEO, flow content as a pioneer, responsible for PR. The two feed each other, I believe it will be a slow and steady network marketing strategy. Do not think the search engine has died, as a marketing site, just settling down, and the flow of quality instead of a lot of improvement. If you do not have too much time and energy and creativity to do PR, do a good job of the stock content is a sensible approach.

2. Business owners: What kind of corporate image does the content create?

Many companies don't want to miss the Internet, because you may starve to death if you don't get on the boat. Under this big trend, there is another crowd: commentators who have never done business. They did one thing with passion: The whole theory of Internet thinking. Those who really do business enterprises smell this lump of things, the eyes of a bright, feel very powerful appearance, so that the Secretary hand a print out, summoned everyone to open a historic transition conference, to the printed draft hard to read. After the meeting, all staff felt a sense of mission, so everyone talked about the internet thinking. Two months later, the boss found that the man at the bottom did nothing but fart. So I went home at night to smoke and I felt for my wife: we did nothing wrong, wrong is too old.

This story tells us: if you take the bystander's imagination as a guide to action, ultimately endocrine disorders must be themselves. And the man who has the fantasy, continues to do nothing but pretend.

The internet provides a very fair place for enterprise competition, in the future the Internet competition of enterprises is essentially content competition, or there is no competition at all, because enterprises should pay more attention to the problem of content differentiation. The tide who all can see, the thought anyone may pull up two sentences, the key is how to make something. If an enterprise wants to really climb the Internet, consider this simple logic:

Bask in the web (socialization)--Find your own way (niche market)--establish style and image (positioning)--Build content system (Implementation strategy)--continuously plump your image (content construction execution)

In fact, it is not easy to finish the previous four steps, the final content construction is endless, once the beginning, simply stop. Enterprises to infiltrate their own influence on the internet, it is necessary to do the content as a product.

From this process, you will find that your content is your Internet assets, these assets carry your image, reputation, history and so on to spend money to buy things. Think about it now: Ten years later you look back at what you've exported on the Web, and it doesn't make a living content ecosystem that your customers perceive as a corporate image from your content. In this way, you will feel much more comfortable.

Therefore, do not always busy on the site on what corporate news and industry dynamics, and spend more time to build knowledge of the content and reaction to the business philosophy of the story is the business. The stock content continues to output, the flow content sees the timing to be targeted, this is the enterprise carries on the content construction the basic idea.

On the internet to find their own position than the lifeblood is also important, long tail market firepower is the business should pay attention to the trend, with traffic thinking to blunt performance is equivalent to drink erguotou thirst, finally how to die do not know.

3, from the media person: I am what kind of from the media person?

The small individual, also has its own right to pull the light. Former mountain village singers only to the mountains and rivers sing the heart of the song, and then listen to their own echo slowly grow old. Now the standard of living has improved, every family can connect to the Internet, so the immortals from the mountain came out. One of the great benefits of being a media buff is that you can stay in front of a big tree, put on a wire, assemble a bunch of fans, and start to rip.

Although I do not understand the essence of the concept of media, but I think it should not be grandstanding, fooling the senses of the tool. In addition to the news hot class comments, there are many people eager to have more value output. To provide a good song, a good video, a solution, an industry report, a practical experience, etc. are very demand, of course, all kinds of "2B" Internet war, the views of the road Fang is also very interesting. The current media environment is, fang many, knowledge and methodology of the output is too small, usually this group of people are personal webmaster or bloggers. And this one from the media may be more demand, from Baidu Library, Baidu Experience, Baidu Reading and so on product adjustment can sniff this trend.

Therefore, personal webmaster and bloggers ushered in a glow of the second spring opportunity, theoretically. Personally, these output expertise and methodologies are from the long tail of the media and can find their place in many vertical areas. This part of the people should pay more attention to the classic stock content, and these content needs a more stable storage space, usually is a website or independent blog.

For journalists from the media, but also the current mainstream from the media, they are good at the flow of content to maximize the value, sharp point of view, spicy hot comments, unique insights and fame is their capital, their voice is a brand. The amount of channels and the number of subscriptions determine how many people their voice can influence.

The stock content is like grain, the flow content is like a good dish, the light eats the grain not to eat the food or the light eats the food not to eat the grain to be out of condition. Therefore, the contents of the stock and flow content is not good or bad, the two just play a different function, different people to their needs are not the same, but in most cases the two are at the same time with each other. From the content marketing point of view, the current stock content demand is greater, especially in the field of professional content, many users are struggling to find but nothing. The information famine in the vertical area may be an opportunity for small and medium-sized enterprises, and it may not be as difficult to take advantage of this gap to win more customers for themselves.

Article Copyright: Zhang SA's blog