To do content operation, you must master these 3 core capabilities

1. What is content operation ?

2. Judgment Ability Required for Content Operation

3. The Importance of “User Thinking”

4. Positioning

What is content operation?

What exactly does content operation do?

Writing copy , event planning , backend operations, business development, content recommendations, internal and external communication, paying attention to hot topics, encouraging UGC content production, checking content, and answering questions as a customer service representative. Everyone who does content operations will be exposed to the above work content to some extent.

I have been working in operations for many years and have summarized the following core capabilities that content operators must possess: one is copywriting ability, which is universal and all jobs require copywriting; the second is personal connections; and the third is communication skills, which is mainly for friends who have just entered the industry and don’t know how to communicate in society after graduating from college.

People who do content operations always think about "what is good content". This depends on the operator's judgment, which is extremely critical and the greatest value of this job.

Judgment skills required for content operations

How to judge whether a content has real value? In the era we live in, data such as reading volume, playback volume, number of fans, etc. can all be falsified. How can operators judge the quality of content?

I think it mainly relies on the following three methods of judgment: the first is subjective judgment, relying on the intuitive reaction of the brain; the second is data judgment, which is a very normal way; the third is opposite sex judgment, which is what I proposed myself.

Let’s talk about data judgment. In my personal experience, the completion rate and completion rate are important bases for judging the value of content .

When we judge a good program, if there is a five-minute content and many users turn it off after listening to four minutes and thirty seconds, then this content is very valuable and has potential.

Why are completion rate and reading rate so important? Currently, there are many contents with high playback volume like this: sensational headlines + exaggerated and revealing pictures equal super high click-through rates .

Giving such negative examples just proves the importance of completion rate, because users really spend time on this content. We know that all apps are now competing for users' time, so user time is very critical.

Let’s talk about interaction rate and sharing rate. Here is a very interesting example. I have two friends who are both in the technology media circle. One has 700,000 fans, had 10 million views yesterday, and 20,193 interactions yesterday. One has 1.4 million followers, but only 100,000 views and very few interactions. When we place advertisements or introduce content on Weibo, we consider the number of followers rather than the number of readers, so we often invest in media with 1.4 million followers. I think this matter is worth everyone's consideration.

The third method of judging the opposite sex is something I invented myself. The inspiration came from my girlfriend, who told me that she was following "Story of Yanxi Palace" and asked me to borrow iQiyi 's VIP account. I found that when I personally heard the words "Story of Yanxi Palace", my subjective judgment was that I would not watch it, even though the drama has been viewed over 10 billion times. On the other hand, most girls probably don’t know Wang Ziru.

These two examples tell us that when creating content, we must listen to the opinions of the opposite sex, rather than just focusing on areas and content that interest us.

The importance of “user thinking”

The concept of "user thinking" has been talked about so much that many students in content operations will only have a deep understanding of it after they have fallen into the trap.

Let me give you some examples. The picture below shows the content titles I came across when I was working in technology media: CES, Apple Conference, Blockchain Changes the World, and the copy I wrote for the first "CES". My boss at the time said that other people couldn’t understand what I wrote, but I thought that “CES” was something that everyone could understand. But in fact, many girls didn’t know what CES was. As a result, the title I chose, "CES Exhibition", had the lowest click-through rate, while my boss's title " Artificial Intelligence May Make You Unemployed" had a normal click-through rate.

The last two titles, “Apple Conference” and “Blockchain Changes the World”, were written by my colleagues. After being changed to the content on the right, the click-through rate was about 5 to 10 times higher.

These cases illustrate a problem very well, that is, media people (or people who create content) are most likely to have a God's perspective. They only write about things they like and interview people they like, so they will definitely have a God's perspective. Therefore, students who create content must think about what users think is good, that is what is good .

In addition to the copy, another important issue is the picture. The picture below is also my personal case. The text of the two pictures is almost the same, but the visual effects are completely different. While the copy is almost identical, the click-through rate of Image 2 is much higher than that of Image 1 .

Picture 1 is what I thought of, a very straight male perspective. Picture 2 is what my female colleague thought of, she has children and knows what children like. After analysis, we found that women and children account for a certain proportion of the audience of this program. This example tells us that pictures expressing the same content with different images can bring surprising results. The results behind this depend on the user's preferences, not the preferences of the content producer.

position

Finally, let’s talk about “positioning”. This concept is also often mentioned. To give a small example, the following two car brands , when we mention Mazda, we think of handling, and when we mention Jeep, we think of off-road. But the fact is, the car enthusiast in me knows that the off-road performance of the Jeep is not very good. The reason why we have the impression mentioned above is because of the brand’s long-term positioning .

When we create content, we have three very important considerations. First, who is consuming our content. Second, what value does it create for users. Third, emphasize, emphasize, and emphasize. There is a lot of similar content in this world. If you want to stand out, you must constantly improve the differences in your content and the benefits it can bring to users. When we have done a good job of positioning, we are really halfway to success.

Summarize

What exactly is content operation? The most important thing is to provide users with the content they need most. If your user is a young person who has just graduated, then interview skills and resume modification methods are his or her basic needs. If your users are children, fairy tales are their basic needs. If I had the chance, I would print this sentence on a big sign and put it next to my bed, which would say "Provide users with content that they most urgently need."

Many people graduate from school and want to engage in content operations, so how do they judge whether they are suitable for this position? First, you need to be familiar with the content of a certain field, whether it is technology, business, history, art, etc. Second, you need to be dissatisfied with what you have written so that you can keep improving. Third, be good at researching and imitating . Imitation does not mean copying, but studying.

Source: Duiba Operation Help