Why should I read your content? If we can't solve this problem, there will be no sense of belonging, let alone improvement. If we can use the sense of belonging of users to promote this, I think the effect will be different. In fact, the answer to the question is very simple, because your content is valuable and can solve users' problems in a certain aspect. For example, for a nervous student who is about to take the college entrance examination“ Seven Ways to Deal with College Entrance Examination Anxiety ”It will certainly attract the student's interest in reading.
Therefore, the first thing to improve the sense of belonging is to "create user value". Through the creation of value, the promotion of soft articles has become a gathering place of users with the same needs and a spiritual tribe.
So, how to do this? The core is to change the thinking of "I like". The purpose of soft text promotion is not based on what I have, but on what users need; Content creation is no longer how good I am, but how helpful to users.
After creating value and gathering users, the next key step is to "continuously output value". This is because only continuous value output can maintain users' sense of belonging; Only on the premise of stable relationship with users can we lay a solid foundation for the next step of improving the sense of belonging.
The key to the sustainable value output of soft text promotion lies in two aspects, namely, the sustainability of content output and the stability of output platform. The former is easy to understand, that is, to maintain the frequency and inertia of content updates; The latter means that the content delivery channels should not change frequently, but remain stable. For example, when launching on We Media, many users are attracted by the content this time, but if the next launch changes to another channel, it is undoubtedly equivalent to starting from scratch.
How to maintain the continuity of value output? The best way is to carry out long-term cooperation with the soft text publishing platform, such as U communication with rich network media resources, whether it is portal websites, local media, or new media channels. After the release channel is selected, as long as the effect meets the expectation, it can always be launched in this channel.
On the premise of ensuring value creation and sustainability, we have reached the stage of "multi-dimensional improvement of user experience" to enhance the sense of belonging of users.
How to understand this? Everyone knows that people's needs are diverse, and at the same time, their needs are constantly changing. In terms of improving the sense of belonging of users, there is no possibility of "constant changes" in the promotion of soft articles. Therefore, it is necessary to constantly adjust and improve according to the changes in user needs, and improve the user experience in multiple dimensions while maintaining the core value.
In this process, the key is to grasp the changes of user needs in a timely manner. In addition to the feedback of the effect of soft text promotion, we should also rely on the strength of sales, customer service and market research.
