Commercial Content Operations

Built Zhihu’s commercial content supply system from scratch. On a platform where users hold content to a higher bar than anywhere else, the Zhi+ product faced a classic trade-off: you could scale quantity, or you could protect quality — but getting both at once seemed impossible.

Partner Ecosystem Expansion

I started on the supply side by growing the MCN partner network: recruited 20+ MCN agencies from zero, scaled daily content supply from 100 to 800 articles, and lifted effective consumption rate from 21% to 40%. This meant we weren’t just producing more — each piece of content became twice as likely to convert into actual ad spend.

Content Methodology

On the quality side, I built the methodology layer that made every piece of content work harder. Mining delivery and consumption data, I identified the recurring traits of high-performing commercial content and codified them into the Zhihu Commercial Content Playbook and the Zhi+ e-commerce content methodology, covering beauty, education, and e-commerce verticals. This playbook is the part of the work I’m most proud of — it turned scattered know-how into a reusable system, so every new partner could quickly grasp what kind of content both drives performance and builds brand affinity on Zhihu.

Agency Training

I ran regular training sessions for agency teams, covering everything from topic selection and writing techniques to data interpretation. The goal was to help agencies build in-house capability for producing effective commercial content at scale, continuously raising their daily spend and campaign reach.

This experience gave me a clear view of the content supply chain from end to end: supply volume sets the ceiling, content quality determines efficiency, and methodology and tooling decide whether the whole system can actually scale.

Responsibilities

• Led content supply strategy and industry seeding methodology for the performance ad product Zhi+
• Managed MCN partner ecosystem and agency training programs

Achievements

• Expanded MCN network to 20+ partners, grew daily content supply from 100 → 800, lifted effective consumption rate from 21% → 40%
• Authored the Zhihu Commercial Content Playbook and Zhi+ e-commerce content methodology
• Delivered regular agency training, systematically improving daily spend and campaign scalability
• Received 2020 H1 Outstanding Individual Award, selected as Zhihu Commercial Product Training Instructor