A must-read for advanced operators | 1 center and 3 basic points of content operation!
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When you enter a product, you are actually entering a world of content. The four menu bars at the bottom, the categories at the top, the 9.9 free shipping activities... etc., there is content everywhere, but the forms of expression are different. It can be divided into three types: 'skeleton' content, 'flesh' content, and social content. These are also the three basic points for operational advancement. In actual work, you have me and I have you, and we cooperate with each other to promote the growth of product data. The most fundamental data is to let users consume their currency. All operations should revolve around this center. 'Skeleton' content Product function is also a kind of content. It supports the operation of the product like a human skeleton. When users come in, their first impression is the layout of the product. Excellent skeleton content can well meet users' usage habits and consumption motivations. An important breakthrough point for WeChat was the launch of the Shake function, which allowed lonely people to relieve their loneliness through chatting. Shake was an important backbone content of the WeChat product, driving the rapid growth of WeChat users. WeChat emoticons are also a special type of content. They can express the user's emotions at the time in an easy, exaggerated and interesting way. They will stimulate many users who are reluctant to speak to click on a vivid emoticon to express themselves. At the same time, good WeChat emoticons need to be purchased, which can also bring monetization to the product. Skeleton content provides many content entrepreneurs with more entrepreneurial ideas, and helps other products become active and monetize by providing skeleton content. Expression Cloud is famous for providing rich expressions. You don’t need to produce expressions, you just need to access its platform expression data, and users will be eligible to use its expressions. They can also make their own expressions according to product needs to better improve retention and drive monetization. There are more contents that can be flexibly accessed in BAT. Baidu once launched DuerOS, and many apps will be able to access it in the future to provide good search services for their users. It is a product function and also a skeleton content that can be flexibly accessed. 'Flesh' content When the product manager and technology have completed the construction of the product skeleton, operations are needed to dress it up and fill it in so that the product can be enriched with its own tone and characteristics. It can also be said to be content initialization. 1: It is necessary to clarify the entry point of the product and try to produce content in the form of a single breakthrough For example, Xiaohongshu started to provide a shopping guide for Hong Kong in its early days. This way, the target users would be very accurate, users would be able to better understand what the product does, and the initial operating costs would be relatively small. After the data is verified well, the content can be further enriched. 2: Ensure continuous and fresh content Users will consume your content every day and will definitely want to see something new and interesting. You must ensure that you can continuously produce content for your product and maintain a regular update cycle. Communication content Like people, products also need to communicate in order to interact with existing users, and also to create the possibility of interaction with potential users. This type of content is generally produced by event operations and new media operations . He will have the following two attributes. The purpose of creating stimulating content in this area is very clear, which is to stimulate users who have not yet interacted to interact and to interact more actively. The 1 yuan group purchase meal is a good way to stimulate potential consumers to pay for the first time on the website; taxi apps can offer a 50% discount on taxis during the seven days of National Day, and the interaction between users and products will be much higher than usual (transactions) Social currency communication content is like a kind of content currency that constantly circulates among users. As it circulates more, users will naturally memorize the product image in their minds, just like remembering Mao Zedong’s portrait. Durex's meaningful pictures and texts always make people smile, and can even become social currency to be passed among target users. Therefore, Durex has always held the largest market share in the condom industry. The most important value of new media operations should be whether it can produce content currency for products, allowing the value of products to be widely disseminated over a long period of time. Working together: skeleton and flesh are one family Take making a news content ranking as an example. The product manager needs to make a prototype of the ranking, text display view and other framework content. At the same time, you need to cooperate with operations to complete the following 5 contents. Data dimension: Is it to sort by the number of clicks on the news or the number of comments? Is it necessary to consider the time dimension? Divide weights: The selected dimensions need to be assigned weight values in proportion, and finally the comprehensive value is calculated for sorting. Data simulation: After the standards are established, simulation experiments should be conducted using past content to see whether the extracted ranking content meets expectations. Dimension correction: Generally speaking, it is impossible to extract good content in one go. For example, news is very time-sensitive, and the ranking list should be refreshed every 1 hour or 3 hours. Will there be less good news if it is refreshed every 1 hour? Will good content be missed if it is refreshed every 3 hours? All these need to be corrected according to the simulation situation to meet expectations. Official launch: After confirming that there are no problems with the overall test, notify that the product can be launched. The control of content quality is generally handled by operations personnel, while algorithms, dimensional technology, and online launch are generally the responsibility of product managers. Without anyone, it would be impossible to present the content of the product well. Focus on consuming user time and money It is said that content is a commodity. When users use your product, they are consuming your commodity. There are two currencies used for consumption: money and time. The value of the product is to maximize the consumption of these two currencies by users in the product. Extend the user's usage path. When a user is about to leave after consuming a product through a certain path, you can give him another reason to continue consuming. Prompting it to continue spending his currency. For example, when a user feels that a course is boring during an educational live broadcast and clicks the close button to leave, a confirmation window will pop up and recommend related high-quality courses for the user to watch and study further. In the e-commerce industry, some apps will pop up a lucky draw wheel for you after you finish shopping. You will definitely win a prize but the path to claiming it is relatively long. Usually you have to download a sister app and then register with the same mobile phone number to claim it. This extends the user's usage path and attracts new users to the app. To create more possibilities, you will find that in some mature industries, the content is constantly enriched to tell you that I have everything you want. Taobao claims that I am omnipotent. The group buying website has actually launched a train ticket channel. It seems that train tickets are not easy to buy in a group, but it can create the possibility for users to spend money. Activating impulse consumption Consumption is divided into rational consumption and impulsive consumption. Normally, if I want to buy a course to study, it means I really need to improve myself and I have a lot of time to invest in course learning, so I will go back to spend money to buy the course. But often, we inadvertently buy a 9.9 or 1 yuan course, and after a while we realize that we have not studied at all. Calm down and think about why I bought it at that time! That's because the operation created an event that pushed your dreams and stimulated your impulses, and you paid money unintentionally. Users who occupy more scenarios are people. People live in the spatial world and there are scenes everywhere. Occupying more user scenarios can encourage users to consume more of their currency. When users feel lonely, they may go back to consuming Momo and Shake; when users are on the subway or having lunch, they may go back to consuming Toutiao and Moments; when users are cooking, they may consume music and audio content. If you want more currency, you need to occupy more scenarios and consciously promote it to maximize the user share of a certain scenario. Only when users continue to consume their currency in the product can the product live well and thrive. The three basic points must serve one center. This is what is called economic construction! Mobile application product promotion service: APP promotion service Qinggua Media information flow The author of this article @Panda Prawn is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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