It’s not easy to become popular, don’t do it alone: use leverage skillfully to exchange traffic with good content and media
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This article is written by Girl Karen, a newbie in the media. He once served as the editor of Taiwan’s most popular online native media, broke into a 4A public relations group, and currently works in a television media. Thank you for authorizing the “Content Hacker” website to reprint it. Thank you hereby.
[Why we repost this article] Should bloggers or YouTubers charge for content that they authorize the media to use? Some people think that “content has a price” and media should pay to obtain authorization, but others think that it can be authorized for free. From the perspective of “Exchange Traffic”, the girl Karen believes that before content creators become popular, they may wish to adopt free licensing methods to gain media exposure and gain more traffic. Of course, the premise is that the content created by the creator must be eye-catching and have a certain topical nature, otherwise the media will not ask for reprinting. Can everyone learn how to create hot content from the experience shared by Karen?
The value of free exchange traffic
“I write articles to make money, and I don’t accept free exchanges for traffic!” I have heard that some bloggers insist on their own principles and think that their articles are well-written and meaningful, and they have taken a lot of effort to produce them. Why should they be used by others for free?
In fact, there is nothing wrong with this idea and there is nothing wrong with it. But why do various platforms and websites such as Google, Facebook and YouTube encourage netizens to provide content for everyone to use for free?
You may have heard the saying “Free is the most expensive” in the past, but in the online world it’s the other way around: “The most precious things are free.” On the Internet, the most precious thing is the traffic each reader contributes to you. Because traffic can not only be monetized, but also accumulate popularity; after a long time, it can also develop other businesses. If you have the opportunity to exchange traffic for free, why not? (If you are already a celebrity or Internet celebrity, it is outside the scope of this article.)
What is exchange traffic? Please think back, have you ever seen a video shot by a few specific Internet celebrities or Blogger, but it was exposed on multiple news media? Do they have the budget for advertising? In order to avoid the embarrassment of citing other people’s examples, Karen used her own experience to illustrate:
Example sharing: video exposure effect
If you were following the [Girl Karen] (https://www.facebook.com/karengirl503/) fan group before the end of last year, you may have seen a video I shot [I just want to go to the next stop… A visually impaired friend Nike “raised the bus number” and waited for an hour No bus is willing to take him】
The film caused a lot of discussion at the time. Ten minutes after it was released, the number of shares reached 50 times; then various media came to ask if they could quote it, and promised to mark [Fan Page] when promoting the fan group’s tweets, and also in the The inner text indicates [hyperlink original text]. As a result, more than 10 media reprinted the video, including Eastsen, United, ETtoday, Sanli and Apple, all of which are among the top news media in Taiwan.
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Later, the cumulative exposure achieved by this film was as follows:
- Number of views: 77,000 times. *Number of likes and sentiments: 1148.
- Number of shares: 274 times.
Compared with the number of fans at that time, which was about 18,000, the number of views obtained was almost four times the number of fans, and the growth rate of video viewing also exceeded 1,000%.
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In fact, the original intention of shooting the video at that time was not to increase traffic, but simply to share this incident. However, due to the topical nature of the content itself, the high popularity among netizens, and the educational significance, many media came to ask for authorization.
But I did not ask for remuneration (fee) from the media, but negotiated with the media to help promote my fan page by using [marks]. Over time, netizens who don’t know me know that [Girl Karen] will make videos to care about social issues, and gradually they will come to care about the fan page. Not only has the number of fans grown, but my reputation has also increased (of course it is far less than Internet celebrities), and now I can also write workplace articles!
Social management ideas
Running a community is never about being quick, but about becoming famous. Before becoming popular, it was all a period of self-incubation. In the process of community management, links are provided to news media by exchanging traffic; the media obtains unique, high-quality, and traffic-generating articles or videos, while the creators gain fans and fame, and both parties complement each other.
Therefore, don’t naively think that it’s enough to struggle alone! That is very hard work, but the benefit is that fan loyalty will increase accordingly. Of course, there are also celebrities who become famous unexpectedly, but most of them are driven by unpredictable factors, so I won’t discuss them here.
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Caption: Media exposure, creator output, and exchange of traffic are complementary to each other.
Generally speaking, amateur reputation does not accumulate too quickly, and most of them take more than half a year. In the red sea of competition on the Internet, you must first find out your own characteristics and positioning. If you want to continue to grow, you must continue to produce, exchange traffic with the media, and constantly promote yourself. After netizens get used to it, they will naturally be restricted. If they want to see relevant [issue content] (https://www.contenthacker.today/2018/02/web-site-original-content.html), they will take the initiative to report to your official website and fan page; in the future, they can adopt a fee-based viewing, or take on business to increase their income.
Here are a few famous examples:
【Want to learn English】→ Adi English
【Toy Unboxing】→ Anjiu
These YouTubers are creators who have been involved for a long time. Celebrity does not happen overnight, but has been prepared for a long time before the energy can explode at the right moment. As the saying goes, “Content is King”, when running a community, you should never aim to become famous overnight, but whether you persist after becoming popular. Let’s fight together!
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★ How to learn how to make presentations and use them for content marketing at the same time? Please sign up now for the Content Hacking Lecture Series (CHL6): How to use presentations for content marketing[Registration now]
★ How to produce attractive content? Please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”
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