Content operation: How to plan activities with the help of hot topics?

Following hot topics is also a way of thinking. This article combines the "Avengers 3" hot topic in TV content operation to see how to organize hot topics and achieve good results through the thinking path of following hot topics.

Following hot topics is an essential skill for content operators , but they often fall into this problem: when faced with a hot topic, how should they combine it to achieve better operational results?

In fact, there is also a set of thinking paths to follow hot spots, which can help us follow hot spots more efficiently. The key points are as follows:

1. Hot spot screening : Which hot spot is most worth chasing?
2. Hot spot demand analysis (key point) : Why do target users pay attention to this hot spot?
3. Content distribution : How to distribute hot content?
4. Effect tracking and optimization : How to optimize and further amplify the effect?

Next, combining the hot topic of "Avengers 3" in TV content operation, let's see how to organize hot topics and achieve good results through the thinking path of chasing hot topics.

1. Hotspot screening

Have you ever encountered this problem - working overtime to chase many hot spots, but the final result is not good.

The reason behind this is: we have underestimated the process of hotspot screening. Not all hotspots are worth our effort. We need to screen out the hotspots that are truly worth pursuing in order to maximize the role of the hotspots.

So how do we screen out valuable hot spots?

1. Hotspot analysis

Hotspots can be divided into regular hotspots (Spring Festival, College Entrance Examination, World Cup , etc.) and sudden hotspots (natural disasters, celebrity revelations, etc.). When it comes to content operations, we should first choose conventional hot spots, because these hot spots have higher certainty and can be planned in advance. On this basis, sudden hotspots are also taken into consideration.

We can use hot marketing tools , tables, mind maps, etc. to manage hot spots and sort out the hot spots for a period of time in the future (which can be weeks, months, or quarters).

Case: Taking TV content operation as an example, plan the hot spots in May in advance.

This planning used hot marketing tools, focusing on screening out classified hot spots such as "blockbuster schedules", "general festivals", and "IP TV series releases" that are related to our content.

2. Evaluate hotspot levels

Assess the priority of hot spots to help us determine which hot spots should be invested more energy, which hot spots need less energy, or which hot spots should not be followed up.

Rating based on:

• What is the influence of this hot spot? We can use tools such as Baidu Index, Wei Index, and WeChat Index to help us make judgments.
• How is it relevant to us? Including current users, related resources, etc.

Examples:

Taking TV content operation as an example, we manage the sorted hot spots in a table, and evaluate the hot spot level (S/A/B/C/D) by resource relevance and hot spot heat. Finally, we determine that the focus we need to pay attention to in May is the release of "Avengers 3".

The reasons for selection are as follows:

1. In the historical data of "Baidu Index", related keywords are higher in a certain period of time and last longer.
2. We have a full range of Marvel resources, which can be used to increase the consumption of content on the platform.

2. Hot spot demand analysis

After selecting the hot spots, further analysis is needed to help us formulate topics or themes.

(1) Public opinion analysis: What are people’s concerns?

For a hot event, there are usually multiple aspects and forms of topics. So which topics are of most concern?

We can learn about it through major platforms, such as Weibo, Zhihu, etc. Sort out the hotly debated topics to help us use them as a reference for formulating special topics.

(2) Audience analysis: What kind of people are paying attention?

Hot topics of different dimensions may have different target groups. For example, in the “World Cup” hot topic, there are topics such as “Champion Analysis and Prediction” that are of interest to senior football fans, and there are also topics such as “Most Handsome Football Star List” that are of interest to females.

Understanding the characteristics of the populations discussing different topics will help us select topics that are relevant to the characteristics of our platform.

(3) Topic formulation: Based on 1 and 2 and the characteristics of your own platform, what kind of topics can be produced?

Through the above two steps, we can determine which topics are most in line with the platform characteristics and have the highest popularity.

Case: Taking TV content operation as an example, the current hot topic is "The release of "Avengers 3"". So what are the topics of this hot topic on major platforms and what is its audience?

1) Zhihu: The most popular topic at the moment is "What preparations should be made before watching Avengers 3?"

The number of views has exceeded 900,000, and the audience are mostly people who are interested in Marvel movies and may be ready to go to the cinema to watch them.

2) Weibo: Popular blog post "What do superheroes do every day? 》This topic is highly entertaining and may have a wider audience. WeChat public accounts : "In order to understand "Avengers 3", I watched 18 Marvel movies again", "Remember the superheroes when you were a child?" have a large readership. The audience is mostly interested in Marvel movies and superhero movies.

… …

Based on the above analysis, the most popular dimension is "What can I do to understand "Avengers 3" before watching it?" Users who are interested in this topic are likely to watch Marvel movies, and we have the movie resources of the Marvel series.

So the final topic "The order of watching "Avengers 3"" was selected, as shown below:

3. Content Distribution and Organization

After formulating the topic, you also need to pay attention to the distribution and circulation of the content. In short, there are two points:

1. It is necessary to consider which nodes can present content along the user's behavioral path of consuming content.
2. Based on the characteristics of the node, how to better organize the content for better consumption.

1. Distribution: Which nodes in the user path can be utilized?

For content-based products, users can be roughly divided into "browsing type" and "goal-oriented type". “Browser” users browse content at random, without a clear purpose. Usually people browse content casually through recommendations, rankings , etc. "Goal-oriented" users have specific purposes and usually find the content they want through searching and classification.

Based on the analysis of platform characteristics, are the proposed hot topics more suitable for "goal-oriented" users or "browsing" users?

The focus of the distribution process is also different. For example, "The viewing order of "Marvel 3"" is more suitable for "goal-oriented" users, who should pay more attention to the recommendation of this content in search and movie classification.

2. Organization: How does each node organize content for better consumption?

Based on the characteristics of each node and user consumption scenarios, how should content be presented to facilitate better circulation?

If it is a banner on the homepage, then you need to focus on how to present the recommended pictures and text in order to attract users. If it is a search, how should the recommendation copy in the search be drafted to meet user needs?

Case: Taking TV content operation as an example, after determining the "Marvel 3" viewing order, how should it be distributed and circulated?

(1) Sorting out distribution path nodes

(2) Node content organization

Movie Channel: Recommended picture design.

Search copy: "Avengers 3" make-up course order.

Classification: Replace the background of movie classification with characters related to "Avengers 3".

4. Effect tracking and optimization

After completing the release of hot content, you need to continue to pay attention to its effects in order to optimize it again.

There are two directions for your reference:

1. If the results are not as expected, what is the problem?

Even if the previous steps are done well enough, there may still be poor data. In fact, operational work is affected by many factors, and there is no guarantee that a certain operational action will definitely improve the data. But we can analyze it layer by layer to see what the reasons behind it are?

Optimize relevant factors as much as possible to increase the probability of improving operational results.

2. Assuming the effect is better, how can we maximize it?

If the hot content has a good effect, then we can also consider how to maximize its effect?

• Increase the amount of relevant content. Leverage this hot content to expand more relevant content. For example, for the topic "Marvel 3 Movie Viewing Order", you can add topics with similar themes such as "DC Heroes".
• Push content externally. You can also organize the content into other forms and distribute it externally to increase the exposure of your own platform. For example, it can be output in the form of an article titled "Marvel Movie Viewing Order and Viewing Address" and released to the public.

Case: Taking TV content operation as an example, how to track the effect and optimize it?

(1) We pushed the topic "Marvel 3" viewing order and found that the click-through rate of this topic was high, but the content playback time was short.

Analysis: The short broadcast time may be because the content of this special topic is for VIPs only and requires payment to watch. However, a large number of users who visited this topic were non-members, and the VIP purchase conversion rate did not increase as a result.

Optimization: Use this content to add VIP promotions to increase VIP payment conversion rates and thereby increase content viewing time.

(2) This hot topic has a high click-through rate, which has led to the expansion of more related content. Taking movies of similar themes as the entry point, DC's film resources have been increased, thereby increasing the consumption of related topics.

The above is the basic thinking path for riding on hot topics. It should also be noted that different types of products have different focus points, operating indicators, etc., and it is necessary to optimize the mechanism of chasing hot topics based on the characteristics of your own products.

I hope this article can inspire you.

author: Awei, authorized by Qinggua Media to publish.

Source: Awei