When Li Mu prepares to go to family/home of Chen Wan situated in Yanjing is a guest, YY Blog person in charge Chen Tong from Li Mu this becoming a hit Blog found an inspiration. 当李牧准备前往陈婉位于燕京的家中做客时,yy博客的负责人陈同从李牧这条爆红的博客身上找到了一丝灵感。 Blog as one Self Media product, in current from all over the world very fiery/popular, but this fiery/popular localization is obvious, the US (America) Blog product, in the China very difficult fire , is very difficult in other national fires. 博客作为一种自媒体产品,在当下的世界各地都非常火爆,不过这种火爆的地域性非常明显,美国的博客产品,在华夏很难火起来,同样也很难在其他国家火起来。 Even YY Blog, cannot promote in the range of the world, it in the subscriber of the world, must be short a lot compared with the subscriber of YY space. 即便是yy博客,都没能在全世界的范围内推广开来,它在全球的用户数量,比yy空间的用户数量要少得多。 Chen Tong understands the content very much, therefore the level of his content based conducted the thorough research to Blog, draws one set of conclusion: The Blog content general length is long, quality to be high, the audience viscosity to be high, but the drawback is also very obvious, the premium content of long length extremely will limit the creation speed, will enhance the behavior cost that the user read. 陈同很懂内容,所以他基于内容的层面对博客进行了深入的研究,得出一套结论:博客的内容普遍篇幅较长、质量较高、受众粘度较高,但是弊端也很明显,长篇幅的优质内容会极大的限制创作速度,也会提高用户阅读的行为成本。 The present stage is quite active on Blog, the attention quite high celebrity, their average Blog creation speed is about three days, after all the present stage Blog author has formed the custom, Blog not only need have the explicit selected topic and sharp argument, but must have the moving sentence and magnificent literary flourishes, a content must give dual attention to so many points, the creation difficulty truly increases. 现阶段在博客上比较活跃、关注度比较高的名人,他们平均的博客创作速度是三天左右,毕竟现阶段博客作者已经形成习惯,博客不但要有明确的选题、犀利的论点,还要有动人的语句与华丽的辞藻,一篇内容要兼顾这么多点,创作难度确实增加许多。 But user's patience in network is also getting more and more bad, Chen Tong made the technology help conduct statistics, they first under Blog that in a celebrity sends newly conducts the data to bury, then counts this Blog to go to the heavy click number of users, the data conclusion that the time that as well as each user jumps out, draws finally makes the Chen Tong back send coolly. 而用户在网络上的耐心也越来越差,陈同曾经让技术帮忙做过一个统计,他们先是在一个名人新发的一篇博客下面进行数据埋点,然后统计这篇博客去重的点击用户数,以及每一个用户跳出的时间,最后得出的数据结论让陈同后背发凉。 First, this Blog altogether 2600 characters, match 8 pictures, the time of normally reading will not be lower than ten minutes. 首先,这篇博客一共有两千六百字,搭配八张图片,正常阅读下来的时间不会低于十分钟。 Next, this Blog from publishing in later 24 hours, clicks makes good use of the number altogether 160,000 people, the user who jumps out in ten minutes, achieves 120,000 people, this means that 75% people, have not looked ; 其次,这篇博客自发表之后的24个小时里,点击进来的去重用户数一共有十六万人,在十分钟内跳出的用户,达到十二万人,这意味着,75%的人,都没看完; Again, in jumped out these 120,000 people, more than 60,000 people jump out in five minutes, this also means, the probably 40% users had not looked at half walked ; 再次,跳出的这十二万人里,有六万多人在五分钟内跳出,这也就意味着,大概有40%的用户连一半都没看完就走了; Meanwhile, Chen Tong discovered an interesting data, over 95% users, stayed for over 1 minute in the page. 同时,陈同发现了一个有趣的数据,超过95%的用户,都在页面内停留了超过一分钟。 Then major collection of problems of came. 那么一大堆的问题就来了。 The first issue: If mass users have not looked at this lengthy Blog patiently, what significance that this Blog content high-quality also does have again? 第一个问题:如果大量用户没有耐心看这篇长篇博客,那这篇博客内容再优质又有什么意义？ The second issue: If over half of users will jump out from this piece of lengthy Blog browsing midway, that other lengthy Blog are the destiny is also similar to it? 第二个问题:如果超过一半的用户会从这片长篇博客的浏览中途跳出,那其他的长篇博客是不是命运也跟它差不多？ The third issue: Means, reduces this Blog content length, will increase the user proportion of this Blog full text reading? 第三个问题:是否意味着,缩短这篇博客的内容长度,就会增加这篇博客全文阅读的用户比例？ The fourth issue: Actually many short contents, are the most suitable online contents? 第四个问题:究竟多短的内容,才是最适合线上的内容？ After displaying these four issues, Chen Tong on has been finding the way to solve these four problems. 在罗列出这四个问题之后,陈同就一直在想办法去解决这四个问题。 First, he contacted with some famous experts, making them try the length of deflation content, later he obtained the data that made him exclaim: 首先,他联系到了一些名家,让他们试着缩减内容的长度,随后他得到了一个令他惊叹不已的数据: Blog of 3000 characters, the click jump rate/lead in 75% high and low fluctuation, the proportion of user comment can only account for 0.5%-1% of click proportion high and low ; 3000字的博客,点击跳出率在75%上下浮动,用户评论的比例则仅能占到点击比例的0.5%-1%上下; In other words, 100,000 people of Blog that looked at 3000 characters, 75,000 people had not looked that walked, the remaining 20,000 5000 people can look, Renmin that then commented generally in 500-1000 people ; 也就是说,十万人看了一篇3000字的博客,七万五千人没看完就走了,剩下的两万五千人能看完,然后评论的人大概在500-1000人; The same author, issued 1500 characters Blog, the click jump rate/lead reduces 45%, the proportion of user comment accounted for 1.5%-2% of click proportion high and low ; 同样的作者,发布1500字的博客,点击跳出率就降低到了45%,用户评论的比例占到了点击比例的1.5%-2%上下; In other words, 100,000 people of Blog that looked at 1500 characters, 55,000 people can look, commentary Renmin generally in 1500-2000 people ; 也就是说,十万人看了一篇1500字的博客,有五万五千人能看完,评论的人大概在1500-2000人; The number of words reduced, may look the person who actually increased, because looked the person who increased, the commentary number was also increasing much. 字数降低了,可看完的人却增加了,因为看完的人增加了,连带着评论数也增加了不少。 This discovery makes Chen Tong feel, Blog to this/should downsizing time, extremely long content not only affects to create the speed, but also disturbs the user to read and interact. 这个发现让陈同觉得,博客到了该瘦身的时候了,太过冗长的内容不但影响创作速度,还干扰用户阅读和互动。 When he also wants to continue to try 1000 character shifts, Li Mu's that Blog was suddenly hot! 当他还想继续尝试1000字档位的时候,李牧的那条博客忽然火了！ Chen Tong didn't expect, Blog of Li Mu that more than 300 character in a short time spread the nation on the fire, then the fire spread the world, the media of all countries in the world translated its writing his simple Blog content, then reported on this/should Country Media, but this/should country's people approved to his viewpoint mostly, even found this Blog original address specially, gives him to comment a to praise. 陈同没想到,李牧那条三百多字的博客在极短的时间内就火遍了全国,然后又火遍了全球,世界各国的媒体都将他那简单的博客内容翻译成本国文字,然后在该国媒体上进行报道,而该国的民众对他的观点大都非常赞同,甚至专门找到这篇博客的原地址,来给他评论点赞。 Blog sent out less than a day of time, the hits has achieved tens of millions, the commentary number approached 1 million, Chen Tong were frightened ignorant/veiled by this data. 博客发出不到一天的工夫,点击数已经达到了数千万,评论数逼近百万,就连陈同自己都被这个数据吓蒙了。 However he soon starts to analyze Li Mu this Blog to explode the fire the factor: 不过他很快开始分析李牧这篇博客爆火的因素: First, he is Li Mu writes, Li Mu is a bringing current capacity and attention super big celebrity, therefore pays attention many is also normal ; 第一,他是李牧写的,李牧本身就是一个自带流量和关注度的超级大名人,所以关注多也是正常; Second, the Li Mu this Blog content is sharp, can arouse the resonance of reader ; 第二,李牧这篇博客的内容犀利,能够引起读者的共鸣; Third, is the most essential point, this Blog content is terse and forceful! 第三,也是最关键的一点,这篇博客内容短小精悍！ The enough short content, can guarantee the maximum user complete reading rate/lead, because his dozens seconds can look, basically shaded the eyes with the hand to look to look, want to walk not to respond ; 只有足够短的内容,才能确保最大的用户完整阅读率,因为他几十秒钟就能看完,基本上搭眼一看就看完了,想走都还没反应过来; The enough short content, can cause the self-propagation of user, the dissemination rate/lead high joke theater is terse and forceful, is not only easy to remember, is easy to rephrase in own words, others also allow Easy Music to understand, the jokes of 15,000 characters are funny, few individuals can all remember, then rephrased in own words to others ; 只有足够短的内容,才能引起用户的自传播,传播率高的笑话影院是短小精悍的,不仅容易记住,也容易转述,其他人也容易听懂,一万五千字的笑话再好笑,也没几个人能全记下来,然后再转述给其他人; The enough short content, can cause the media paid attention and rephrased in own words crazily, the paper media, is the online media, is the television media, rephrased in own words the contents of several hundred characters, does not need to take the too big length, or too long time, therefore the media conducted the viral -type proliferation dissemination to Li Mu this short Blog, if Li Mu Blog 5000 characters, translated English to write all over one edition, Host must read for 15 minutes, how did this also report? 只有足够短的内容,才能够引起媒体的疯狂关注和转述,无论是纸媒,还是网媒,还是电视媒体,转述几百字的内容,都不需要占用太大的篇幅,或者太长的时间,所以媒体才对李牧这篇短博客进行病毒式的扩散传播,如果李牧一篇博客五千字,翻译成英语得写满一版,主持人要读十五分钟,这还怎么报道？ Moreover, Chen Tong discovered the most essential point: The short Blog creation cycle is extremely short, can enormous degree the fragmented time of use author, oneself unable to plead Li Mu such busy person to write 1500-2000 characters to Blog every day, has the argument, to have the style, to have the solid stuff, to have the photo even also to have sense of humor high-quality Blog, but oneself can plead Li Mu the time of eating meal, going by car and resting, going to bathroom to squeeze out every day little, writes 200-300 characters to Blog the short content, it does not need what style and what solid stuff even photo, only needed a main thought on to be able. 而且,陈同发现了最关键的一点:短博客的创作周期极短,能够极大程度的利用作者的碎片化时间,自己不能恳求李牧这样的大忙人每天给博客写一篇1500-2000字,有论点、有文笔、有干货、有配图甚至还有幽默感的优质博客,但自己可以恳求李牧每天从吃饭、坐车、休息、上厕所的时间里挤出一点点,给博客写一篇200-300字的短内容,它不需要什么文笔、什么干货甚至配图,只需要有一个主题思想就可以了。 Like that Li Mu just sent, even can be briefer than that for example: The goal that I start an undertaking is to make money, as well as makes more money. 就像李牧刚刚发的那一篇,甚至可以比那一条更加简短,例如:我创业的目的就是赚钱,以及赚更多的钱。 Li Mu even can speak words in view of the present hot spot casually, for example: Wish all HKALE candidates to test the good achievements. 李牧甚至可以随便针对时下热点说句话,例如:祝所有的高考考生考出好成绩。 Even can also be something that do not have the nutrition, for example: The Yanjing weather was too recently hot, your there? 甚至也可以是一些没有营养的东西,例如:最近燕京天气太热,你们那里呢？ By the Li Mu's influence, his attention is seeing such content, will easily have the interactive very much the mood, then in commenting the area responds to Li Mu. 以李牧的影响力,他的关注着看到这样的内容,很容易就会产生互动的心情,然后在评论区里对李牧做出回应。 Such content, by Li Mu such opinion leader level character, a day creates several simply with ease, although seems like no nutrition, but general fans and fans will be will absolutely not repel to such content, this instead can improve the viscosity, to enhance the interactive enthusiasm of user...... 这样的内容,以李牧这样的意见领袖级人物来说,一天创造几篇简直轻轻松松,虽然看起来好像没什么营养,但是广大粉丝与拥趸们对这样的内容是绝对不会排斥的,这样反而能够提高粘度、提高用户的互动热情…… Combs this time, Chen Tong suddenly had one set of explicit mentality. 一路梳理到这的时候,陈同忽然有了一套明确的思路。 He must based on Blog, make in a content to walk to simplify light Blog of route! 他要在博客的基础上,做一个内容上走简化路线的轻博客！ ...... …… Chen Tong writes the light Blog products plan earnestly time, Li Mu is sitting in the restaurant of Chen Wan, has the dinner with her as well as her parents together. 陈同埋头写轻博客产品方案的时候,李牧正坐在陈婉家的餐厅里,与她以及她的父母一起吃晚饭。 Li Mu brought the Maotai of several bottles of collection levels to Chen Wan's father Chen Yuan, according to Chen Ze, these liquor collects the rare goods that in the market only happened by happy circumstance, basically few was willing to bring to drink personally, Chen Yuan saw was also unable to put down, but opened one bottle on own initiative, must drink two cups with Li Mu together. 李牧给陈婉的爸爸陈远带了几瓶珍藏级的茅台酒,据陈泽说,这些酒都是收藏市场上可遇不可求的稀罕货,基本上没几个人舍得拿来喝,陈远一看到也是爱不释手,不过还是主动开了一瓶,要跟李牧一起喝上两盅。 Li Mu does not understand the wine-tasting, only feels this liquor reading high scary, since is accompanies the elder to eat meal, naturally must accompany is drinking several cups. 李牧不懂品酒,只觉得这酒读数高的吓人,不过既然是陪长辈吃饭,自然还是要陪着多喝几杯。 To Chen Yuan, Li Mu absolutely is his honored person, before, he in Jinling the contact small project under the father hand of Zhang Kexuan, an opportunity of oneself independent development estate did not have even continually, because of Li Mu, he can cooperate with Wanying Real Estate, attained a development opportunity of Yanjing big estate, this to him, might be considered as one step to withstand/top for five years. 对陈远来说,李牧绝对是他的贵人,之前,他就算在金陵也只是在张克轩的爸爸手底下接点小工程,自己连独立开发一个楼盘的机会都没有,但因为李牧,他得以跟万盈地产合作,拿到了燕京一个大楼盘的开发机会,这对他来说,堪称是一步顶五年。 Because of this, Chen Yuan husband and wife two pairs of Li Mu are quite polite, somewhat is politely embarrassed to Li Mu. 正因为如此,陈远夫妻俩对李牧都极为客气,客气到李牧都有些不好意思。 Exchanges toasts, Chen Yuan filled one cup, carries, said to Li Mu: „Chief Li, I respect your one cup again, thanked your attendance to our family......” 推杯换盏间,陈远又斟满了一杯,端起来,对李牧说道:“李总,我再敬您一杯,感谢您对我们一家老小的照顾……” Li Mu stands up immediately, the double action the wine glass is calling continually is not at all. 李牧顿时站起身来,双手端着酒杯连称不敢当。 Chen Wan is his woman, to a certain extent is his benefactor, stemming from the Chen Wan's friendship , helping one group of Chen Yuan on career, in his opinion is also own job. 陈婉是他的女人,某种程度上说更是他的恩人,出于对陈婉的情分,在事业上帮一帮陈远,在他看来也是自己的分内事。 He very sincere said to Chen Yuan: „Uncle Chen, please later must should not be so polite, you are the Sister Wan father, is my elder, said no matter how, I am the younger generation, you said, really folded the ghost I.” 他非常诚恳的对陈远说:“陈叔叔,请您以后务必不要这么客气了,您是婉姐的父亲,是我的长辈,不管怎么说,我都是晚辈,您这么说,真是折煞我了。” Chen Yuan brings several points of awkward said with a laugh: „Drank several glasses of liquor, the brain had not turned around, I from punishing one cup!” 陈远带着几分尴尬的笑着说:“喝了几杯酒,脑子没转过来,我自罚一杯！” Li Mu helpless shaking the head, nearby Chen Wan is also a helplessness of face, after Li Mu looks at each other one, she to Chen Yuan said: „Father, you little drinks, drinking several glasses of liquor is blurry, your former alcohol capacity is not so bad.” 李牧无奈的摇了摇头,一旁的陈婉也是一脸的无奈,与李牧对视一眼之后,她对陈远说道:“爸,你少喝点吧,喝几杯酒就迷糊,你以前酒量也没这么差啊。” Chen Yuan said with a smile: „Before Jinling, day in day out various not being able to turn down treating with courtesy, after coming Yanjing, treats with courtesy all of a sudden was short, the liquor drank is also short, alcohol capacity to regress slowly.” 陈远笑道:“以前在金陵,一天到晚各种推不掉的应酬,来燕京之后,应酬一下子少了,酒喝得少了、酒量也就慢慢退步了。” Chen Wan asked one subconsciously: „After how to come Yanjing, treated with courtesy are few?” 陈婉下意识问了一句:“怎么来燕京之后应酬就少了？” Chen Yuan shows a faint smile, sighed: „Jinling is the temple small evil wind is big, who came us to polite is accompanying, one glass of liquor fell down, making you do you to do, food did not drink one -and-a-half jin (0.5 kg) unable to get down, now what we do was the Wan Ying land for building, the Wan Ying background in Yanjing the peer and partner in industry, the high-level leaders were well aware, therefore all can be accommodating, basically before does not need likely, treated to eat meal to accompany to drink, even occasionally treated with courtesy still no one to urge to drink, not only did not urge to drink, others also blocked are urging me to drink few, therefore basically was. Arrived stops.” 陈远微微一笑,感叹道:“金陵是庙小妖风大,谁来了咱都得客客气气的陪着,一杯酒倒在那儿,让你干你就得干了,一顿饭不喝个一斤半根本下不来,但现在我们做的是万盈的地皮,万盈的背景在燕京无论是行业内的同行、合作伙伴,还是高层的领导们都心知肚明,所以一切都会给行个方便,基本不需要像以前那样请客吃饭陪喝酒,就算偶尔应酬也没人劝酒,不但不劝酒,别人还拦着劝我少喝,所以基本上都是点到即止。” Li Mu nods, says with a smile: „Alcohol capacity regresses is not the misdemeanor, at least health.” 李牧点了点头,笑道:“酒量退步也不是什么坏事,起码身体健康。” Chen Yuan said with a laugh: „Yes, the liquor drank was short, without before was so busy, before I was follow the Little Wan uncle to work, generally simultaneously met many small projects, therefore ran every day everywhere, now is free from worry.” 陈远笑着说:“是啊,酒喝得少了,也没以前那么忙了,以前我是跟着小婉的舅舅做事,一般同时接很多个小工程,所以每天到处跑,现在就省心多了。” Li Mu gives a calm smile, said: „Day that Uncle Chen, is free from worry now like this possibly shortly.” 李牧淡然一笑,说:“陈叔叔,现在这样省心的日子可能没多久了。” Chen Yuan heart next one tight, hastily closely examines: „How to say?” 陈远心下一紧,急忙追问:“怎么说？” Li Mu said with a smile: „The Wan Ying Gubei Water Town project must begin, a project estimate of film and television base will begin within this year, when the time comes you did not have now is so relaxed.” 李牧笑道:“万盈古北水镇的项目要开工了,还有一个影视基地的项目估计今年年内就会开工,到时候你就没现在这么轻松了。”