New media operation hot spot analysis and topic planning!

If you want to increase the number of readers of a single article, you must reasonably match the content and the communication carrier so that the content can just impress the users on the carrier.

This article takes "Nian Gao Mama" as an example to see how it uses new media as a carrier to conduct content e-commerce in the maternal and infant vertical industry!

By attracting users through high-quality free content and then using marketing methods to convert them into paid users, Nian Gao Mama has realized the "selling courses + e-commerce" business model.

In the business world, efficiency comes first. One of the important goals is to attract as many users as possible to read with as little free content as possible. Attracting users' attention is only the first step, and getting users to spend money is the ultimate goal. How to convert content readers into paying users through marketing means has become the second important goal.

Nian Gao Mama’s content carrier is the new media matrix, which includes the WeChat public account matrix, Nian Gao Mama APP, comprehensive information platforms (Himalaya and Toutiao), and Douyin short video platform. Judging from the data, WeChat public account matrix and Tik Tok short videos have the largest number of viewers. This article will take these two as examples to explore how to increase the number of readings of a single article and achieve the first important goal.

Carrier 1: WeChat public account (matrix) - Nian Gao Mama, Supplementary Food Account, Parenting Encyclopedia, Growth Camp, Parent-Child Academy

1. Current popular content

Nian Gao Mama (main account)

The main account has millions of followers. If you post WeChat tweets between 7 and 8 in the morning, the reading volume of the headline can basically reach 100,000+, and the reading volume of the second tweet can reach 50,000+.

The following rules can be summarized from the popular content in the past month:

(1) Celebrity parenting and hot news easily attract attention, and you can take advantage of this popularity.

(2) Ordinary parenting knowledge is no longer able to attract attention easily because the relevant knowledge is widely popularized; therefore, it must be subversive and warning in order to make parents feel nervous and click in out of curiosity.

(3) Dealing with family relationships is always a difficult problem. If the article deals with solving family conflict scenarios, it can also attract considerable attention. At the same time, it can be combined with current family hot topics, such as the universal two-child policy.

(4) There are many hot articles that resonate with women. It mainly arouses widespread resonance by describing the heavy tasks of parenting and the physical and mental exhaustion of mothers. This indirectly reflects that the pressure on Chinese women to raise children is still quite high.

(5) There are few hot articles on women’s development. The theme is to encourage career development and rethink the value of women.

Article example:

Food supplement number, parenting encyclopedia, growth camp (tool number)

These three accounts have different focuses in terms of content. The supplementary food account mainly provides food knowledge and methods of making nutritious meals; the parenting encyclopedia provides various parenting skills; the growth camp mainly focuses on preschool education and family relationship management.

Obviously, these three tool accounts belong to the content subdivisions of the main account, so they have similarities with the main account in hot content.

Parent-child Academy

The Parent-Child Academy currently publishes relatively few articles. The main purpose is to promote the course and ultimately achieve the payment behavior of "users purchasing courses". However, pure marketing will definitely cause users to be disgusted; the course can be divided into early, middle and late stages, and different forms of display and promotion can be carried out respectively, combined with real-life cases to highlight true feelings.

You can refer to my other article "Research on User Operation Strategies of Knowledge Products - Taking Postpartum Yoga Classes as an Example", which gives a detailed explanation using "Postpartum Yoga Classes" as an example. The number of headline readers is between 20,000 and 30,000, and there is no particularly hot content.

2. Who is the user? Do they have any needs that are not being met?

Because the author cannot obtain background data, he can only roughly draw a user portrait by summarizing user preferences from hot content and combining online reports and usage of friends around him.

User requirements:

3. Future content ideas (all topics come from my own imagination...)

Popularization of parenting knowledge combined with life scenarios

Life scenes that change with seasons, social development, etc. are the closest to users, and adding this to the topic selection will definitely attract attention.

For example: "Is spring always full of colorful flowers?" careful! The baby may already have a "muddy face" (Spring pollen allergy)

Popularization of parenting knowledge based on age groups

Children aged 0-6 are different at each stage and have corresponding physiological and psychological needs. It is more scientific to discuss them separately.

For example: "A 2-year-old only knows how to play? In fact, he learns much faster than you", "Children's version of Game of Thrones: Put 20 five-year-olds together..."

Recommendation of weight loss and body shaping courses for the purpose of course marketing

For example, the Parent-Child Academy already has a course called "Slimming Yoga Designed Specifically for Moms". You can interview users who have participated in the course in the past and talk about the changes brought about by the course, which will be more convincing.

Such as "Busy Mom's Weight Loss Diary: Losing Weight While Pushing a Stroller"

Course/product recommendations in cooperation with other platforms

There are already many professional tools for time planning, and we can work with manufacturers to improve them for mothers. Similarly, counselors can provide professional support and can work with Simple Psychology, Knowyourself, etc.

For example: "Feeling upset? Nowhere to tell? Here is a phone number that can be called 24 hours a day”, “Are you so busy that you wish you could grow 48 arms? Maybe it can help you", "KY test is here, 1 million mothers say it's good"

Create a KOL team, women help each other and create development together

For married women, seeing possibilities is the most important thing. This will enable them to not be limited by three meals a day, husband and children, but have the confidence to pursue financial independence and personal independence. (After all, if “she” can do it, maybe I can too!)

The author has observed that Nian Gao Mama is currently conducting training on writing courses. Perhaps she can select outstanding students from the course and ask them to talk about how they regained their dreams and developed their abilities.

For example: "After 15 years, I finally got the first place" and "I was fired from the company after giving birth? It doesn’t matter, I earn more than the CEO.

Discussion of hot topics related to family relationships

Among such topics, resolving widowed parenting and conflicts between mother-in-law and daughter-in-law is of utmost importance.

For example: "10,000 ways to turn your husband into a baby-raising expert", "It is said that the mother-in-law is not as good as the mother, but this mother-in-law moved her daughter-in-law to tears"

Carrier 2: Tik Tok - Nian Gao Mama

1. Current popular content

Highly Liked Videos

The most recent 200 videos were counted, and there were 21 highly-liked videos (10.5%). Highly liked videos refer to videos with more than 50,000 likes.

Hot Videos

It is particularly noteworthy that some of the highly-praised videos are actually hits, with a total of 10 hits (5%). A hot video refers to a video with more than 100,000 likes.

Summary of core hot spots

• Users are eager to learn about new ways of communication, that is, how to find a balance between encouraging respect and being bound by rules.
• Women's personal development has also received widespread attention, and modern women are more pursuing personal and economic independence.
• Family relationships remain an important issue, especially the relationship between mother-in-law and daughter-in-law. Women are very eager for the support of their husbands and the understanding of their mothers-in-law.

2. Who is the user? Do they have any needs that are not being met?

The users who specifically come to read the Gao Ma column basically overlap with the WeChat public account users. Some are just bystanders who were spotted by chance.

3. Future content ideas (all topics come from my own imagination...)

The usage scenarios of WeChat official accounts and Douyin are very different.

WeChat public account:

When people encounter problems, they will look for Gao Ma’s WeChat account to seek professional support. The official account serves as a tool.

At the same time, people regard the daily push notifications as "tabloid knowledge", and the official accounts also have the function of transmitting information.

Tik Tok:

The main purpose of watching Tik Tok is entertainment. Fragmented information in the form of short videos must quickly catch people's attention in a short period of time in order to stand out.

Here are a few types of content that are likely to go viral:

(1) Satisfying the curiosity

• Introducing something never seen before. For example: "A German baby rides a "bottle" to school"
• Subverting common sense: For example: Gao Ma’s 60 Seconds – “Cover up in spring and keep cool in autumn? This time the old saying is really wrong
• Daily transformation: such as "A piece of floral cloth, make 100 things for your baby"

(2) Arouse resonance

Here we need to combine the analysis of hot content just now and focus on finding content related to parent-child communication, women's development and family relationships.

Viewpoints:

• You can intercept expert speeches, such as Professor Li Meijin's "When my mother scolds me, my father never speaks"
• You can also record Gao Ma videos, such as: "Should I scold my child if he talks back? 》

Story type: Tell stories from different perspectives and touch people.

• A mother's perspective, such as: "The 10,000 hours after giving birth: how mothers get through it"
• The mother-in-law’s perspective, such as: “What is it like to have a good mother-in-law? 》
• The perspective of independent women, such as: Ma Yili's interview "The Definition of Independence"

Conclusion

Raw information is difficult to understand. The more you understand new media channels, the more you can perceive the user's usage scenarios and moods, so that you can cater to their preferences and create popular content. Users are happy to watch the content and the author earns over 100,000 copies. This is a win-win situation.

Author:LWX

Source: LWX