Content Planning Of Shanbay's New Media Matrix

Shanbay is an online English education platform founded in June 2011,which belongs to the language learning category in the typical online education industry.Language learning is a high-quality track in the online education market.There are too many homogenized products.In the word,reading and other market segments,shanbay are not the head app.At present,the market is mixed.Under the stimulation of capital,competitors will continue to take market share through capital promotion.Therefore,shanbay need to be more active in marketing to achieve the direct goal of customer acquisition and the ultimate goal of brand and word of mouth.Based on the SWOT model,this paper analyzes the development needs of shanbay products and the existing operation matrix of shanbay.It is found that shanbay attach importance to content operation,which is steadily updated in most social channels.At present,the online education marketing competition is fierce,and social channels are becoming a new competitive place for marketing,which coincides with shanbay's operation strategy.Therefore,shanbay need to improve the brand communication and content operation matrix,and do a good job in the output of high-quality content in each platform.Because of its own value and interest,high-quality content can moisten things silently and cause users to spontaneously spread,realize low-cost content brand construction,strengthen the user's brand mind and get more users.Considering the platform flow level,shanbay's customer demand,compatibility between platform users and shanbay users,shanbay should be focused on content operation in tiktok and bilibili.Through content column,content secondary processing,content PR output,content interactive communication,content integrated communication and other ways to achieve the promotion of content to brand.