How do content products operate?

How do you explain that product and operation are inseparable? How do content products operate ? How should products be designed to maximize operational effectiveness?

Xiaohua is a product manager who loves to learn. She has learned a lot from Da Niao and Xiao Ming before, and today she raised new questions.

Xiaohua: "Brother Big Bird, as the saying goes: 'Product and operation are inseparable', why should a product manager understand operation? What if he doesn't? Brother Xiaoming once told me that a product manager only needs to understand product positioning, demand analysis, product design, and communication and management skills."

Big Bird: "Xiaohua, let me ask you, if a product wants to develop, is the product more important or the operation more important?"

Xiaohua: "Of course operations are important."

Big Bird: “Why?”

Xiaohua: "In today's Internet age, even good wine needs to be hidden in a remote alley. Even if our products are good, if no one knows about them, they will just rot at home."

Big Bird: "I think that product is 1, and operation is the 0 behind it. If the product is not good, no matter how many 0s there are, it is useless. If the product is good, combined with good operation, it will form a geometric fission. Therefore, product and operation complement each other. Without good products, operation is meaningless; without operation, no matter how good the product is, it will not be able to get out of the door."

Operations can be divided into content operations , brand operations, new media operations , community operations, user operations , and business operations. Products are the foundation of operations. Only with good products can operations be successful. Operations, in turn, have an impact on products. They understand users and the market better, and can provide more optimizable features to products to achieve product improvements.

There are so many ideas involved in operations. Today, let’s start with “content operations” to see how content is operated. How does the product cooperate with operations?

How to classify content products?

The content can be divided into text, pictures, audio, and video, and the corresponding products are: text-based products include information ( 36Kr ), question-and-answer (Zhihu), and news ( Sina , SOHU); audio-based products include songs (QQ Music, Baidu Music), and voice ( Himalaya , Lazy People Listening to Books); video-based products include live broadcasts (YY, Huajiao), movies and TV ( iQiyi , Tencent Video ), short videos ( Kuaishou ), and so on.

Currently, the very popular and sticky products are basically content-based products.

How to operate content products well and integrate operational ideas into the products?

Questions for consideration:

How many steps are there to put the elephant in the refrigerator?

How many tricks are there to operate content products well?

• Exploration: Content-based products must first have content, and the content must have highlights. They must know how to take advantage of popularity and plan content based on hot topics.
• Creating stars: Content is provided by content producers. Only by surrounding high-quality content providers can the quality of content be guaranteed.
• Accurate recommendation: Operations also need to understand users and when to watch them. What do you think? Where to watch? What are you looking at? Accurately grasping user habits will achieve twice the result with half the effort.
• Channel : Content distribution is very important. Find a good channel to distribute high-quality content and achieve the purpose of attracting traffic .
• Interaction: To retain the users you attract, the key lies in the product. Only good products can retain users. At the same time, you should also add sticky things to the product, such as communities , communication channels, small activities, etc., so that users will think of you from time to time.
• Profitability: Profitability is the ultimate goal. Not having a suitable business model will lead to failure for users, content producers, and platform parties. All parties should benefit from the product.
• Feelings: Whether it is a product or an operation, if it can enhance the value and feelings in the end it will be more touching. Song Dandan once said in "The Birth of an Actor": "If you act with technique, I will judge you by technique; if you act with sincerity, I will judge you by sincerity."

Regarding the four key aspects of operation: "discovery", "star creation", "precise recommendation" and "profitability", we will further analyze how to operate in these aspects and how products cooperate with operations.

Digging

"Good content" is the greatest value of content-based products. Content-based products are highly exclusive, and users rarely install two similar products on their phones at the same time. Therefore, as long as users identify with a product, it is easy for them to become your loyal users.

When operators are looking for content, a common method is to focus on "hot spots". When a hot topic occurs, take immediate action to find content related, similar, or close to it in order to take advantage of the popularity.

For example, Durex will find out the connection between it and the event in a timely manner, no matter it is a hot event or a festival. For example, during Thanksgiving some time ago, Xiaodu gave thanks to all related products to take advantage of the popularity.

When it comes to copywriting that leverages momentum, Durex has to be the best.

In previous Thanksgiving days, Durex’s copywriting was quite brilliant. This year is even more interesting. Durex has made a big move and teased more than a dozen brands at once. One poster will be pushed out every hour, starting at 10 a.m. and continuing until 10 p.m. Very long lasting, very enjoyable to watch.

At 10 am, the first poster started. Thank you for your cover and @Green Arrow Chewing Gum.

11am, second poster @ Dove Chocolate

At 12 noon, push the Thanksgiving poster and @Snickers

In this way, send a thank you message every hour until 10pm...

At the same time, the brands that were thanked also responded in a timely manner, expressing gratitude to Xiaodu in return, forming interactions and riding on each other's popularity.

When it comes to content, all companies must deal with copyright and often purchase some content to provide content support for the platform, especially film and television platforms. These contents should also be labeled and associated to provide good ammunition for possible battles.

Question for reflection: How should content production be coordinated for content-based products?

Content is the core of the product. The product must be able to provide similar, identical, and similar correlations between content. When users see a piece of news, they may also be interested in other news related to it. When the product makes associative recommendations and guided recommendations for them, users may be more interested, and the product will also bring more traffic .

Products should be recommended so that users can see related news. When watching a video, other videos of the starring actor or videos of the same style can also be provided. This is the relevance of the content. Products need to label content and add algorithms to establish good associations between content.

Star Making

More exposure. Of course, the profits of these contracted authors must be shared with the platform. Some platforms will even give opinions, create illustrations, and come up with titles for contracted authors, so as to establish a very strong connection between the team and top users and create platform stars. The platform creates stars, and the stars produce content. When the stars earn income, they will provide better content, and the platform will benefit from it.

Popular anchors like MC Tianyou, Li Ge, Azhe, and Xiao Bailong all came out of similar star-making movements.

Tianyou is one of the popular anchors, the most popular anchor, and his rap "One Person Drinking Drunk" became popular all over the country.

Question for consideration: How does the product need to provide services for operations?

Based on the above operational ideas, product students need to think about how to create stars in the product.

1. We need to add a weighting function to the product and give more preference to contracted authors.
2. To increase its exposure and display position, it needs to have prominent positions such as anchor recommendations and contracted writers.
3. Provide illustrations, subtitles, special topics, comments, reading volume, rewards and other functions for celebrities' works, and strive to create a celebrity halo.
4. There should be advancement mechanisms such as levels and points so that ordinary users can also become contracted authors and form a metabolic system.

Accurate recommendations

Operations must also consider the user's time, location, and person. Users often use their free time to watch content, mainly in the morning, noon, and evening:

Morning is the beginning of the day, and people prefer to watch something relaxing, simple, and entertaining;

The time at noon is relatively short, and I usually watch some jokes, short stories, and short videos;

There is relatively more time in the evening, and some people have the habit of reading at night. This time is more suitable for learning, and the content can be slightly longer and more in-depth.

A lot of content is restricted by regional culture, such as skits and crosstalk, which northerners are more interested in, while southerners sometimes can't quite understand. When operating, you must consider the audience and promote with purpose.

When recommending content, you need to consider the user’s occupation, gender, age, hobbies and other information, make targeted recommendations to users, create user profiles, and build a relationship between users and content.

Question for reflection: Considering the perspectives of time, place, and people, how should products be coordinated with operations?

• Time: Timed recommendations can be added to the product to provide users with suggestive recommendations based on time.
• Location: Can the product include location functions such as "nearby" and "local" to make the product more refined?
• Character: Accurate recommendations should be included in the product. Collect user behavior and attribute information, create user portraits, label content and users separately, and provide users with accurate content based on the degree of match.

profit

The profit model is the driving force behind product development. Operators need to allow high-quality content providers to make profits, so that it will be more attractive and produce better quality content. For example: Lizhi Live. Only when the anchors on the platform make money will they work harder to create content, and the platform will also develop further. Of course, to make money, someone must be willing to pay, so operators have to consider why users should pay.

• Reward model: Users gain something after reading the content and are willing to reward good content. Like a public account .
• Send gifts: The anchor’s hard work in performance brings more happiness to users, and users are also willing to send gifts to the anchor. Such as: YY, pepper.
• Payment for knowledge : Users are willing to pay for knowledge and purchase online courses only when they grow through learning. Such as: litchi, Qianniu, Fenda .
• Membership: Package the content once, and after becoming a member, users will have certain privileges. For example: you can watch paid movies without watching advertisements. Such as: Tencent Video, Youku.
• Bundled payment: Sell multiple paid products in a package to make users feel that they are suitable and cheap. The bundled sales price should be lower than the individual purchase price.
• Traffic generation: Convert users into fans through high-quality content, and then convert fans into value. Such as: Kuaishou.
• Commission: As long as the user who shares the content pays the fee, you can get a certain percentage of the total fee. For example: Litchi Live.

Through the above methods, profits can be provided to content providers, and products can provide benefits to high-quality users. This is the greatest reflection of the platform's own value, and more high-quality users will join. Profit is the "kidney" of the product and the "driving force" of product development.

Question for reflection: Product profitability is the basic level. Allowing users of the product to make profits is a higher level of the product. How do we think about the product’s profitability from an operational perspective?

Can you answer.

The author of this article @ChanPinLaoWu was compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century