Content Operation: How to connect content to users?

Operators often say "content connects users", but do you really know how to do it? It’s actually not difficult. When it comes down to it, it’s all about these four points: being valuable, speaking human language, being interactive, and having a plan. But whether you can understand and practice them mentally is the standard that distinguishes an excellent operation. Next, I will talk about these four points one by one and show you how to build a complete operational mindset.

Operators are definitely the hardest-working group in new media work.

For example, the work of content operation alone includes content dissemination, transaction conversion, user retention, information reach, etc. , and each task is not easy to break down.

What’s more, the operation department has to compete with the product manager in copywriting thinking and explain the product logic to the copywriter, but there is a lack of understanding between the two parties and the operation department has no way to express its suffering.

There are many articles on the Internet now that teach people how to operate, how to convert, how to grow, etc. Although these can temporarily solve the immediate problem, in the long run, it is ultimately difficult to achieve a transformation from quantity to quality.

Why is this?

When doing operations, it is very important to establish a "thinking model". By building a highway in your thinking, you will have a law to follow when doing things. The more you focus on details, the easier it is to get lost in the sea of ​​choices.

For example, operators often say “content connects users” , do you really know how to do it?

It’s actually not difficult. When it comes down to it, it’s all about these four points: being valuable, speaking human language, being interactive, and having a plan . But whether you can understand and practice them mentally is the standard that distinguishes an excellent operation.

Next, I will talk about these four points one by one and show you how to build a complete operational mindset.

1. Valuable

The ultimate value of copywriting lies in that it is an important tool to solve product sales.

Before writing a copy, you must be very clear about why you are writing and the results you need.

Without a clear purpose, the time you spend on copywriting won’t be as productive. When defining your problem, goal, and opportunity, the more detailed the better. This will give you a basic starting point.

For example: A retailer may need to come up with at least 5 marketing strategies to increase product sales during the Mid-Autumn Festival. It could be:

Create a gimmick of Sister Chang'e coming to the store;

Offer raffles with great prizes;

Conduct a pre-Mid-Autumn Festival discount sale;

Publish advertising information through various media channels;

Invite celebrities to visit the store;

…

Only by taking these marketing strategies as the target, can the copywriting be carried out in a targeted manner:

The divergent parts include the following:

What type of products are being launched?

What functions or features of the product are very important?

Who is the target customer group?

What problem do you hope your product will solve for your customers?

Which market are you trying to enter?

What channels are you trying to use to communicate?

What market needs are you trying to meet?

…

The above are just examples. There are other situations, such as this copy is simply to promote the corporate image, issue important notices, etc.

However, only the copywriting that is clearly guided by the "ultimate goal" and constantly approaches this goal is valuable copywriting.

2. Speak human language

To put it in plain words, it means operating the character into IP. A clear and definite IP image can allow others to quickly recognize you, and the people attracted are those who have the same interests, hobbies or specialties as you, or those who are interested in your products and services.

For example, if you are a photography enthusiast and want to create your own media on photography to share your photography experience, then you can position your account as a photography expert.

If your company sells maternal and infant products and wants you to create a corporate self-media to serve users, then you can position yourself as a maternal and infant expert and frequently share professional knowledge related to maternal and infant products with your fans.

In addition, another group of people that you need to pay attention to when doing operations is the WeChat business group. Don’t underestimate them, as they are the best group in building personal IP.

The logic of micro-business is as follows:

With a positive attitude and hard work in studying and living, I have struggled all the way from an ordinary person to have a successful career and a happy family. Do you also want to be like me? The reason for my success is my hard work and excellent products. Do you want to try my product?

(WeChat business circle of friends)

Did you find it? Every micro-business is constantly building a brand image for its products.

In this era, lively, funny, down-to-earth, inspirational and positive brand images are often more popular. You can see which image is more in line with your brand positioning.

3. Interactive

Interacting with users is mainly to communicate feelings, build trust, and maintain contacts. First of all, it is a process, and the process is more important than the result. But no matter what, the ultimate goal is to make users buy into your marketing.

It is not difficult to increase interaction with users, but many details are often easily overlooked.

For example, the WeChat public platform has many settings that we can use:

• Use reply after being followed. The first interaction is after the user follows your WeChat account, and the user will automatically reply to the message you set.
• Using an auto-response menu is also a way to interact with users.
• Use keyword answering, which is a way to quickly call a specified function in one step.
• Use WeChat to customize the menu. The custom menu is very simple and convenient to use, allowing users to directly understand the columns of the official account through the menu bar.

(How to actively interact after following the official account)

The second point is to use activities to enhance interaction.

Holding an event is the simplest and most direct way to increase fans and promote corporate products and services. It is also an effective way to mobilize user activity. Let’s take the WeChat public platform as an example.

• Before planning an event, you need to first understand the attributes of WeChat users, conduct market research, and then plan and carry out all-round pre-promotion.
• During the event operation, there should be dedicated customer service staff in the background to record and answer user questions, guide users to actively participate in the event, and push event participation instructions through customized replies, so as to facilitate quick participation of interested users.
• By setting up multiple prizes to stimulate users and continuously promoting through multiple channels to increase participation and mobilize user enthusiasm.
• Pay attention to the convenience of interaction, and allow users to participate by choice as much as possible. The activity settings should be simple and convenient, allowing users to participate through simple numbers or English, which will greatly increase the activity level.
• Collect user feedback. After the event, remember to collect users’ suggestions and feedback to better analyze the event and plan the next one.

In addition, you can also continue to activate your users through other activities, such as group buying, voting, posting orders, in-app purchases , etc., to maintain contact with users. Establishing user relationships is a very important step in subsequent sales conversion.

(Make more use of marketing tools such as group buying)

4. Have a plan

Finally, let’s talk about product promotion.

Products, like people, are constantly growing, and we need to provide different stimulations at different stages, which is often inseparable from planning. For operations, it is necessary to have a complete plan, but also to be ready to adjust at any time like a guerrilla.

To promote a product, you can first conduct small-scale iterative testing using A/B testing and MVP principles, and make operational adjustments based on data feedback.

Its fundamental purpose is to adjust the communication channels so that both parties (products and users) can communicate better without being infected by redundant noise and decoding errors that lead to communication barriers and estrangement.

Communication is always a dynamic process, and so is operation. In the process of dynamic testing, life cycle management is introduced to form the metabolic function of operational work.

The idea behind optimized iteration is that when a product is launched, it is not in a finished state but in an initial state. It continuously improves itself during operation and product iteration.

For operators, the product is, to some extent, a planning scheme written jointly by themselves and the product department. This planning scheme is continuously optimized into version 1.0 and version 2.0 during the practice process, and is constantly revised and upgraded. Ultimately, the product information is delivered to users without any obstacles or redundancy.

Summarize:

The phrase "content connects users" that operators often use comes down to four points: valuable, human-friendly, interactive, and well-planned .

Understand them mentally and consolidate them in practice, and you are not far from an excellent operation.

Source: Fulu Network