Community operation: operation skills of community content!

Content is the prerequisite for the development of a community and an important means to attract users. A community that does not have the ability to output high-quality content will find it difficult to create long-term operational value or have sufficient influence. This article will start from the perspective of community operation content writing and talk about some skills and details about the four links of community content planning - editing - operation - review.

1. Community content planning

1. Why do we need to plan community content?

Every growing community carries certain operational goals, whether it is for fan monetization or brand communication. This North Star indicator is the direction of our operations. From the beginning to the end, we need to make an overall plan for community operations (like a sailing map), so one of the key points of the operation plan is our planning of community content (essential skills for sailing).

From which dimensions can we plan community operation content?

(1) Objectives

Fully understand the ultimate goal of our operations, then break it down level by level, and identify the key points we need to achieve step by step. Try to answer the following questions and take notes.

1. What is the ultimate goal of our community operations? What do you understand?
2. What stage is our community currently in and what is the goal of this stage? What operational actions do we need to take at this stage?
3. Based on the current stage of operations, what is our content planning framework?

(2) Audience

Be familiar with and understand the user attributes of our community. User attributes will naturally give us clear content guidance. Try the following steps and keep records.

• The first step is to picture in your mind: the gender ratio of our users, their age range, the scenarios in which they use our products, the attributes of their positions, and what skills they possess? What improvements do they need? Etc. List the portrait elements that you can easily understand.
• The second step is to think about which content is more likely to be favored by community users and why?
• The third step is, what content is helpful in achieving our current goals?
• The fourth step is to join communities with peers and observe and learn. Which of their content has received great responses from users?

(3) Theme

After a deep understanding of our goals and audience, we determined the themes of our community operations content and broke them down into weekly and daily themes. First, try to make a matrix table (in weeks) to clearly outline the operational content plan that you understand.

(4) Frequency

Based on the community operation content matrix we made, combined with our audience portrait, we plan the time points for the output of our content (is each theme content suitable for Monday or Tuesday? Morning, afternoon or evening?), the frequency of output (one per week? One per day?), etc. After completing this step, our community operation content planning table will be very clear and clear.

2. Editing of Community Content

1. Determine the topic

(1) Read 300 Tang poems by heart and you will be able to recite them even if you cannot write them

1. Various learning libraries
2. Industry-related public accounts
3. Comprehensive Information
4. Practical skills

Peer resources and other resources are battlefields that must be paid attention to and learned from.

(2) Copywriting and topic selection inspiration

• Digital English Network
• Plum Blossom Network
• New List
• Top copywriters

(3) Determine the topic

A good topic is the prerequisite for copy editing. Taking the editing of a topic in the community operation plan (such as the recruitment section) as an example, the following basic steps will gradually determine the topic:

1. The topic is broken down into various related keywords such as recruitment skills, recruitment management, interview quality, entry and exit process management, etc.
2. Search for various related keywords to learn and absorb, reserve high-quality resources, and clarify the general direction of this topic selection.

2. Refine the content structure

(1) Extract the main title and alternative titles of the issue

Optional angles for refining:

• What pain points does this content solve for users?
• What thinking value can this content bring to users?
• Which specific scenario of user needs does this content solve?
• What is the highlight of this content for the community?

(2) Extract key points of content

According to certain logical relationships, extract 2-3 key points of the topic content. In the age of speed reading and fragmented time, people can remember very little information, so the content should not be too long and the topics should not be too scattered. Extracting key points is the most direct way to make users interested in community content and willing to pay attention in the shortest time.

Small, beautiful and fresh content (small angle, excellent copywriting and clear content) is the first choice.

Content structure - the best way to refine titles and key points is through brainstorming and collective efforts.

At the same time, the combination structure of title + key points is also a first-hand source of material for social content previews and circle of friends promotions.

(3) Filling structure content

Okay, this step is very simple, because in the previous step, your title + key points = content outline has been clearly listed (with confidence), and you can start to quickly edit the content (transfer knowledge, copy and paste) and fill in each key point.

If you are very attentive in extracting titles and key points, then the content editing process will be very smooth. As a poem can describe it: Read ten thousand books and write like a god!

After completing the content editing, reflect on whether the title can be fine-tuned to be more accurate.

Question: Why should we refine the outline first and then write the content?

If we write the content first and then refine the title and key points, following this line of thinking will easily lead to our content being illogical, and it will be very easy for our thoughts to jump in the middle, forgetting the core of the topic, or even deviating from the topic and causing all our previous efforts to be wasted.

After the final content is produced, it will be very difficult to refine the title and key points. You will find that the content does not serve the theme, and the brainstorming group needs to spend time to understand the content first. At this time, the discussion will be very scattered, far less focused than when the content structure was refined at the beginning.

The probability of overturning, re-editing, or even re-selecting the topic is very high.

3. Pay attention to the transformation of terms

The tone of the copy is directly related to whether our content has community affinity.

What is community affinity? Community affinity means that our content not only has to meet user needs in terms of subject matter, but also has to be in tune with everyone in terms of identity.

A community is a place where a group of people can communicate and speak at the same frequency. In the early stages of writing, we must choose the same identity.

For example, if the content we output today is about HR recruitment interview skills, our identity in this content must be an HR, an HR similar to the general public in the group, rather than packaging ourselves as HR experts just because we are responsible for the output of the course. We don’t need experts to have the final say, but we need a hundred flowers to bloom in the community~

In the communication and exchanges in the community, it is also necessary to switch one's sense of identity to an identity that is no different from that of group members. This will help to remove the sense of identity as the owner and allow the community to operate spontaneously better.

If you don’t find it easy to understand, you can try to feel the community affinity of each of the following sentences:

1. Professional HR should pay attention to the invitation issue before the recruitment interview;
2. HR should pay attention to the invitation issue before the recruitment interview;
3. We should pay attention to the invitation issue before the recruitment interview.

Obviously, the community affinity of 1 is the best, and the community affinity of 2 is the worst. 1 gives people a sense of superior expert status, while 3 makes the identity transparent, which invisibly creates community affinity.

The usual solution is to simply replace the word "HR" or "you" in the two types of terms with "we".

4. Keep the content of the content appropriate

The nature and rhythm of the community determine that the length of community content should not be too long. Try to control the content within 35 pieces at a time and the broadcast time within 25 minutes.

But the key point is the clarity and rationality of the content. Regardless of the length, our content must be clear and serve the users and goals.

It is also very delicious if paired with the corresponding resource package as a dessert or fruit cut after a meal.

3. Operation of community content

(1) Output time

Output must be based on the planned time and cannot be taken for granted, so as not to disrupt the predetermined plan and affect the entire series of operational actions.

On the surface, community operation seems to be a very free thing. In fact, the logic behind community operation is very important. Be careful not to adjust your thinking instantly and disrupt your output time just because of temporary activity or silence.

What we need to do is to observe and record the key points in each operation cycle (especially in terms of content). At what time does it appear? What is the reason for the possibility? What kind of hint does this give us?

Developing the habit of recording community operation data will better help us make rational optimization plans.

(2) Focus on interactive guidance

If our community eventually becomes a community where only internet trolls speak, it would be a complete failure. Therefore, interactive guidance must run through every cycle of content operation.

As operations managers with a sense of identity, we must always remember that community operation is a stage play carefully planned by us. The protagonists must be the core users (opinion leaders), and we are the hard-working screenwriters or directors behind the scenes.

Therefore, on this stage, what we want to cultivate are various star users. Applause and flowers are for them. Their ability to truly grow and make transactions is the value of our operations managers.

4. Review of community operation content

Based on daily community operation data records, we conduct a review at least once a week.

• Which content do users prefer?
• What content do users like and is highly relevant to our guidance goals?
• What content do users like but we haven’t output yet?
• What content do users dislike but we output?

Find content that meets user needs, meets our operational goals, and has long-term output capabilities. This will be our focus.

Take from the group and give back to the group. What topics that arise freely within the group give us hints on operational content?

Author: BM Xiaohui

Source: BM Xiaohui