Where does the high-quality content of B2B websites come from?
Source: Shangpin China |
Type: website encyclopedia |
Time: January 25th, 2014
On the surface, B2B websites never seem to lack content and content creation mechanisms. For the purpose of optimizing and finding customers, most members have released a large amount of product information, including package pictures, prices, introductions, etc. In the forum of B2B website, the number of people discussing business is no longer small, and a large number of active users and active participants are active. Even, much information on B2B websites is overflowing, reprinted by search engines or other platforms, and even quoted by newspapers, radio, television and other offline media. The content of B2B website is not too little but too much. However, in Shangpin China's view, although the total amount of B2B website information content is huge, the information structure is unreasonable. There are too many products, fragments, repetitions and inferior content, and too few high-quality information content.
Traditional access to information content on B2B websites
Through exhibitions: the industrial industry will hold various exhibitions every year to promote China Website construction company As for the agricultural instrument industry, there are more than ten related exhibitions every year. The exhibition is not only a platform for the convergence of products and businesses, but also a platform for the convergence of information flows. While some B2B websites are still using the exhibition as a window for publicity, only distributing leaflets and contacting potential merchants, some B2B websites have long regarded the exhibition as an important source of information. For example, when Shangpin China participated in several instrument industry exhibitions, Instrument.com, Conghui.com, and Shanghaibao all sent special acquisition and editing teams, and their information acquisition and editing efficiency was impressive.
Through conferences: the industrial industry also holds various conferences and meetings every year, such as academic conferences and high-level forums in the spring, and the local people such as enterprise annual conferences and new product launches, where there are people, there is information generated. At these meetings, there are always some high-quality industry information, such as some technological breakthroughs, changes and interpretations of government industry policies, industry structure ideas, etc. Therefore, B2B websites in some industries are keen to become the co organizers of such industry meetings, in order to obtain high-quality information.
Through an exclusive interview: In terms of external profits, people are good at both fame and profit, especially entrepreneurs. Most of them have the impulse to be famous after having profits. All products have grasped the weakness of human nature, perhaps B2B websites. The method is to interview enterprises in the industry. In order to reduce costs, a variety of interview methods can be used, including telephone interviews, text interviews, video interviews, and so on. And some entrepreneurs can really express their unique views and content in their exclusive interviews.
Through celebrities: there are celebrities in every industry, who can be successful entrepreneurs, government officials or professors. The reason why celebrities become celebrities is that they have a large number of followers. B2B websites can obtain high-quality content resources through close contact with celebrities, and can also influence celebrity followers. For example, Shangpin China once interviewed a chairman of a listed company in the instrument industry. After the video was launched, the website's traffic increased significantly, which fully demonstrates the celebrity effect.
Through activities: B2B websites can also obtain high-quality content by holding corresponding online or offline activities. The content obtained through the activity is relatively scattered. What the website needs to do is to integrate. During and after the activity, the content is regularly presented in an integrated manner. These steps should also be included in the activity plan.
These methods not only require a certain cost to obtain high-quality information content, but also the number of participants in many channels is gradually decreasing, such as the number of participants in exhibitions and the popularity of forums. Therefore, B2B websites need to explore new ways to obtain high-quality information content.
Current situation and source of B2B website information acquisition and compilation
You copy me and I copy you: Shangpin China Website Construction Co., Ltd. was the chief editor of several industry B2B websites before, including an agricultural instrument industry B2B website and a life service B2B website. Among the collections of Shangpin China, there must be few B2B websites in large industries and information websites of the same type. For example, for the operation of agricultural instrument B2B website, part of the information comes from the instrument industry website, because agricultural instruments are a subdivision of the instrument industry. Copy their headlines. Of course, if it is the original boutique content of my website, it will also appear in similar B2B websites. It is easy to see that direct reprinting and plagiarism are common problems in B2B website operation due to the lack of original content.
More fragmented content, less system content: B2B websites certainly provide services for enterprises, because enterprises use membership fees and advertising fees to support the existence of B2B websites. Of course, enterprises pay for B2B websites to sell their products, so B2B websites will naturally meet the requirements of enterprises. For example, the company news, product promotion and other information of the enterprise will be placed on the front page of the website. However, many enterprises hope to obtain some valuable information from B2B websites when they sell products through B2B websites, including how about the recent industry development trend? What is the industry policy environment? What are the price changes of competitors' products? What are the business ideas of leading enterprises? wait. Especially for small and medium-sized business owners, they need to make production and sales adjustments through this information. However, many B2B websites do not provide such system information. The evidence is that the topic of B2B websites often seems to lag behind. It is precisely for this reason that large B2B websites have set up research institutes. For example, Business Treasure's B2B Research Center, Ali Research Institute, etc. are just for the purpose of lacking the short board of system information.
There are more low-quality content and less high-quality content: enterprises will not provide high-quality original content to B2B websites for the purpose of low-cost optimization. B2B websites also take money to do things, and do not pay attention to website brands. Moreover, many B2B websites are still on the edge of profitability. This has led to the proliferation of inferior content on B2B websites. But on the other hand, B2B websites also need to be promoted and optimized. High quality information content will increase its cost, so low quality information content, patchwork content and duplicate content can be presented, but the valuable content needed by enterprises is not.
New ways to obtain high-quality content from B2B websites
Shangpin China proposes the following ways to operate B2B websites:
We media approach: if B2B is about communicating, buying and selling pairs, and selling information, then Baidu is the largest B2B website, but now even Baidu has begun to become one of the 100 We Media platforms, then whether other B2B websites have considered trying We Media. This does not mean that B2B websites can establish an We Media platform, but that B2B websites can cooperate with some We Media platforms to customize high-quality information articles to a large number of We Media people.
Ways to cooperate with traditional media: In the early stage of B2B website development, if an exhibition is held in a certain place, traditional media, such as newspapers and television, will be the first to disseminate information, and then B2B website will reprint it. But now, the fastest way and the most comprehensive way to understand what happened in an exhibition is the industry's B2B website. However, due to the weakness of B2B websites in the acquisition and editing ability, it is necessary to establish a cooperative relationship with traditional media to jointly produce industry information.
Ways to cooperate with research institutions: Because industry research institutions have certain technical capabilities and understanding of the industry, their published reports and other text information are of high value. Publishing such information will improve the authority of the website, so B2B websites should seek to establish cooperative relations with research institutions in the industry to obtain high-quality content resources.
Data mining approach: Because there are a large number of customers and transactions are generated every day, B2B websites occupy a certain amount of big data resources, which can be developed. The products produced include news data products, such as information maps. Alibaba is making efforts in this area. The content obtained in this way is not only exclusive, but also very popular.
In short, information content is an indispensable part of B2B websites, especially high-quality information content. In extreme cases, the quality of information content presented by a B2B website can show the professionalism and concentration of this B2B website.
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