How Companies Should Approach New Media
If you're willing to invest:
1. Basic team composition for new media: one operations manager, two copywriters, one graphic designer, and one video shooter/editor.
2. Primary goals of the new media team: building the company's media matrix, establishing the corporate brand, driving traffic to the business, and converting that traffic into revenue.
Content produced daily includes: source material for article posts, visuals and text-based posters to build the WeChat Moments presence, on-page and keyword optimization for the official website, promotion of encyclopedia entries and wiki pages, and leading traffic acquisition and exposure efforts.
Building and managing online communities: After content gains visibility, funnel the attracted users into internal communities to convert them into private traffic, then guide them toward product purchases to retain existing customers. (Acquisition channels can include selectively adding people from business owner lists, meeting attendees from offline events, members from external communities, and users who comment on official account posts.)
SEO channel alignment and optimization: SEO—short for search engine optimization—is about earning more free traffic from search engines. This includes creating encyclopedia entries across platforms like Baidu Baike, Sogou Baike, 360 Baike, Hudong Baike, and China Search Baike (covering company entries, brand entries, and founder entries); improving the website's search rankings; and optimizing keyword rankings for the company, brand, and founder. It also involves planning and executing paid channels such as SEM, CPA, CPS, CPM, CPT, and CPC.
Reputation marketing optimization and planning: Optimize keyword-driven reputation content on third-party Q&A platforms such as Baidu Zhidao, 360 Wenwen, Sogou Wenwen, 520 Wenwen, Wukong Wenwen, Zhihu, and Tianya Wenwen, focusing on industry-specific questions. Create trending topics and invite top KOLs to comment, like, or share, driving traffic back to the brand.
Partnerships with local government platforms: Depending on the scope of business, appropriate collaboration with local government bodies can be pursued. EYike can align effectively with clients based on their business or product characteristics.
Once these pieces are in place, a corporate account will be largely set up. If you'd rather not spend much upfront, test each approach for a period, review the data, double down on what performs well, and drop what doesn't.