Is new media operation easy to do? 4 Dimensions of Analysis

Taking a different approach, let everyone use four dimensions to analyze whether new media operations are easy to do. Whether you are about to join the new media operation or already working in new media, this article is worth your in-depth consideration.

Last week, WeChat underwent a large-scale change. The display appearance of public accounts underwent fundamental changes, and voices saying that it is becoming increasingly difficult to operate on WeChat broke out again.

• The bad news is: the WeChat platform has been exhausted and the traffic dividend has ended. It may not be long before Douyin completely replaces WeChat.
• The good news is: everyone is fine.

Many new media editors who have just entered the industry, faced with unachievable KPIs, rack their brains every day to think about how to produce content that has 100,000+ views. But there are always some people who, in such a difficult environment, can go viral by doing some activities or writing a few articles that seem ordinary to you.

I have also attended many writing courses, mastered the ideas and methods of copywriting , and know how to write attractive titles , but why can’t I write a hit article?

Is it the person who is wrong or the method that is wrong?

Today, I would like to discuss with you based on my own experience: How to judge whether new media is easy to do based on the company's products.

Suppose there are two companies:

• Company A’s product is K12 online English training.
• Company B’s product is blockchain .

Please see the picture below:

The author will analyze one by one from the four dimensions of users, scenarios, hot spots, and carriers.

1. User

Content is written for users, and the user's attributes and needs determine the value of the content. Then the company's business scope directly determines the target user attributes and education costs.

Company A

Your target users are school-age children and their parents. Daily new media content output can easily reach target users. All parents understand what English training means, and they all generally believe that learning English is very necessary. In this way, even if your writing skills are average, users will agree with your basic attitude based on their own values. The cost of educating users is almost zero.

Company B

Who are your target users and where are they? Office workers or high-end professional elites? Freelancer? Maybe both. Only 1% of the population pays attention to blockchain. No matter how down-to-earth and popular science your content is, it is difficult to tell your target users what blockchain is in a very short time. In addition, the public's attitude towards it is mixed, even though many government agencies have opened blockchain research institutes. However, when many people mention blockchain, they instinctively think of Bitcoin , and with it comes the impression of a Ponzi scheme. This naturally determines that the cost of user education is very high.

2. Scenario

According to my experience, the more concrete and situational the content is, the more it can impress users. Especially the life-like scenes are the most attractive to users!

Because the product determines the scenario, the scenario determines the user's needs at this moment, and the user's needs determine the pain points!

Company A

In addition to the common schools and families, educational products also exist in daily life.

Please see the following scenarios and demand pain points:

• School: Most of the students in the child’s class have very good English grades. If you want your child to keep up with the times, you must study English hard.
• Family: My neighbor Wang’s child is only in fifth grade, but he can speak fluent English. As a mother, I must let my son speak English too and not fall behind.
• Social : After graduating from junior high school, I participated in a summer camp study tour. I needed good oral English to pass the registration.

Content fulcrum: Whether it is the importance of English, the joy of learning, or the satisfaction brought to parents by the children in the neighborhood competing with each other for early learning, these points can be deeply explored, which can not only match the user's life scenes, but also be well integrated into the transformation of their own products.

Company B

There are basically no corresponding scenarios for blockchain in daily life, because blockchain is still in the stage of being fully developed. Blockchain has not been integrated into daily life at all. Perhaps you can guide it from aspects such as the stock market or the global economy, but the people who pay attention to these are not your target audience, and their needs and pain points are completely different. It's hard to find a fulcrum to better leverage the content.

Content pivot: Almost none.

3. Hotspots

If you follow the hot topics well, you can gain tens of thousands of fans in minutes and quickly increase your brand influence. But not all hot spots are worth chasing, and not all can be combined with your own products.

We cannot simply ignore product attributes and user needs just to catch the trend, as this will only backfire.

Company A

There are many hot topics to follow for educational products, such as the just-concluded college entrance examination, admission score lines, graduation season, employment season, primary school to junior high school, school district housing, the talent war, studying abroad, etc. These hot topics are basically naturally spreadable and discussable, and no knowledge background is required. These hot topics can be fully understood by the public.

And it is related to your product, the crowd, and the needs, so it is very easy to find the right fulcrum to convert, divert traffic , and spread.

At the same time, there are many hot spots, high frequency and wide range, which can be understood as a constant source of content materials for you. Are you still afraid that you can’t write anything?

Company B

For blockchain, the hot topics that can be followed are limited to the financial industry, such as the Sino-US trade war , the Federal Reserve's interest rate hike, the A-share market crash, etc. What these hot topics have in common is that without a certain amount of economic knowledge or interest in studying them, as an ordinary user, few people can understand and pay attention to them; and as a content creator, you simply cannot write valuable content. This means that it is difficult for these contents to be widely disseminated and discussed.

4. Carrier

The carrier can be a store, APP, offline physical store, etc. New media relies on carriers to have free traffic entrances and distribute content , creating a virtuous cycle. It's completely our own position.

Company A

The product carrier can be an APP or an offline experience store. These carriers can serve as both traffic entrances and repeat purchase promotion platforms. Even if traffic is particularly expensive, you can still use these carriers to drive traffic. And your content has a distribution platform for repeated promotion.

Company B

Because it is blockchain, whether it is an APP or an official website. It is necessary to develop your own ICO project. As we all know, the country jointly stopped ICO as early as last year, and even many borderline cases cannot escape the law. Therefore, there is naturally no carrier to help promote your content, attract traffic, and attract new users . Therefore, the content basically cannot be circulated effectively.

By analyzing the four aspects of a product, namely, users, scenarios, hot spots, and carriers, it is not difficult to draw the following conclusions:

• Good product types: education, finance, OTA, home life, food, clothing, housing, transportation, emotions, social
• Difficult product types: AI , big data , smart hardware, healthcare , genetic testing, B-side products

From the above, you can analyze the new media corresponding to any product based on these four dimensions. If you are a student who is about to join the company, you can analyze it first. If you are a working student, you can reorganize your thoughts.

Author: Scrambled Eggs with Tomatoes, authorized to be published by Qinggua Media .

Source: Scrambled Eggs with Tomatoes