Content operation monthly salary from 3,000 to 30,000, just 5 steps!

As a content editor of a product, you will focus on producing content and will not pay much attention to the product itself. You will only be responsible for the content you edit, including what content to post, when to post it, the number of content, UVs, interactions, etc.

If content operations want to 100% complete the editor's work requirements, they only need to do these two things. One is to find the content tone of the community and select it, and the second is to come up with a good title, description, and picture for the content. It may be a bit too low to say that an editor's monthly salary is only 3,000, but it should be around this range.

When a product no longer has to worry about content and user acquisition, it can start to consider doing things at the brand level. Although it costs more money, it is a good way to transform a product from quantitative change to qualitative change. When it comes to product branding, people may think that it is a marketing job and has little to do with our content operations. Don’t rush to talk about how to build a brand through content operation. Let’s first give a few cases to help you understand the concept of brand building.

Image 1: The Double 12 poster operation recommends rare and good products, reflecting the omnipotence of Taobao

Image 2: CCTV reports on Baidu’s search for Spring Festival big data

Image 3: Zhihu Weekly - Deep Integration of Fragmentation Issues

For product brand building, the marketing department can shape the overall brand image from a large market level, such as coming up with a sentimental slogan, inviting celebrities who match the product's tone to endorse the brand, and then producing some videos or posters for placement on subways, video media, targeted advertising and other channels.

Content operation is to explore content that can reflect the brand characteristics from the product level for brand communication. The voice does not need to be loud, but the content communicated must be highly recognizable.

Content brand building is a work based on content mining. As a content operator, you need to sort out what content elements can be mined for the product you are responsible for.

For Tieba, "posts" are its content units, "posters" are its "content authors", and "bars" are a collection of posts on specific topics; for Zhihu, "questions" are its content units, "answerers" are their professional users, and "topics" are a collection of certain questions; for Taobao, "products" are its content units, "sellers" are their key users, and "categories" are a collection of its products...

After fully understanding the content features of the product, operators can package the content in the following five ways to achieve the promotional effect of the content on the brand. The packaging methods are explained in order from difficult to easy.

1/ Content Columnization

The concept of column is most commonly heard from TV stations. As a relatively independent information unit broadcast every day, a TV column has a fixed name, fixed broadcast time (i.e. fixed start and end time), and a fixed column purpose. Each issue broadcasts different content to attract people's attention and bring them information, knowledge, enjoyment, joy and interest.

For Internet products, the regular daily or weekly content is made into content columns, which are differentiated from the ordinary content of the product in terms of content form and packaging. For example, Hot Dog Talk, Curious Daily, People's Tucao Daily, etc. on Tieba, by organizing content with product characteristics into columns, enhance users' awareness of product brands and stabilize users' expectations of the time they spend browsing content.

Let me focus on my favorite column "NetEase Relaxing Moment". I don't know the average daily PV, but my colleagues who use the NetEase News client say, "I open the NetEase News client every day to read the daily relaxing moment, and then check out some other things." This column has changed from a daily issue to the current morning and evening newspaper format, and there are also voice broadcast versions in various dialects, which shows that it is very popular.

Image 4: NetEase’s premium content column “Relax Moment”

Relaxing Moments is a content column created by the New Media Center specifically for the NetEase News client. Under the management of Fat Editor, it collects jokes and compiles them with pictures and texts. Its advantages are:

1) The publication time is right during rush hour, which makes it suitable for reading on the way to and from get off work after caching;

2) The text is short and does not cause reading burden;

3) It is humorous and interesting, and it criticizes current issues. You can quickly and easily learn about the hot topics of the day from this column;

4) Some of the content comes from netizens’ comments, which is a good promotion for NetEase’s “attitude” brand

When the brand of a content column reaches a certain level, that is, when the user accumulation and article supply are large, you can try to productize the content brand and independently make a high-quality content app, such as Douban Yike, Zhihu Daily, and Guokr Selection.

Whether a content column can be productized depends mainly on the leadership, but as an operator, we can further upgrade the column by turning it into e-books, audio, video and other content formats for multi-channel dissemination. That is the second way of content packaging – secondary processing of content.

2/ Secondary processing of content

The content unit of most products is text, which can be processed into common content forms such as video, comics, audio, e-books, pictures, h5, etc.

Image 5: Cartoon – Tmall Brand Day hand-painted packaging for Nestlé

Image 6: Audio – Mantou Business School ’s Marketing Red Book on Ximalaya.fm

Image 7: Video – Zhihu’s Job Introduction Series on Youku

Zhihu's "Job Introduction Agency" is the most systematic form of video content I have seen in terms of secondary content processing, and it has very good quality and effects. As a content operator, it would be great if you could plan a secondary packaging form of content like Zhihu's "Job Introduction Agency". A monthly salary of 30,000 would be no problem.

It is an interview video program officially produced by Zhihu, focusing on those professions that are very close to the lives of the general public but are not understood or even deeply misunderstood. Each episode invites professionals with senior experience in a certain industry (Zhihu's high-quality answerers) to have dialogues on industry-related issues mentioned on Zhihu, and show their personal work experience and industry truth in the form of video answers.

3/PR output of content

Compared with media platforms, Internet products have a very obvious advantage: they have analyzable data and a group of highly sticky users. If you read news information frequently, you will find that many authoritative media will introduce data, content and users of Internet products. This is an opportunity for content operations, as they can contribute to brand building through content output through traditional media.

On January 13, 2015, Baidu Knows, in conjunction with the Beijing-based website joint rumor-refuting platform, released the "Top Ten Life Rumors of 2014" under the guidance of the Beijing Municipal Cyberspace Administration and the Capital Internet Association. This is an excellent example of using content for PR output. Baidu Knows' content operation uses the social hotspot of combating rumors to cling to government agencies. After carefully sorting out and verifying the high-search volume questions within the product, it produced the "Top Ten Life Rumors of 2014". This report was not only widely circulated within Baidu's products at the time, but also attracted the active reprinting of many media outlets and the attention of CCTV.

Image 8: Baidu Knows "Top Ten Life Rumors of 2014"

When using PR to build content brand, in addition to producing content reports, you can also discover users with stories or talents within the product and export them to media platforms. When I was working at Tieba, I discovered a forum member through the volunteer team who had been helping netizens to grab tickets for seven consecutive years. I collected all of his posts on Tieba, communicated with him directly, and successfully exported his ticket grabbing story to many high-quality traditional media, including Southern Daily, Chongqing Business Daily, Yangtze Evening News, etc.

Figure 9: Baidu Tieba human ticket grabber

4/Interactive content communication

"The content dissemination method in which some kind of user interaction can trigger content display" is called content interactive dissemination. In the PC Internet era, user behaviors are clicking, drawing prizes, answering questions, dragging..., and in the mobile Internet era, they are shaking, swiping, gravity sensing, position movement... These common user interactive behaviors can all become interactive packaging forms of content.

Search is a standard function of the product. Many content operators also use user search behavior as a trigger for display, which has a very good communication effect in terms of timeliness and event marketing .

Figure 10: Baidu search engine’s search Easter eggs on Labor Day

Figure 11: Xiaohongshu’s anniversary celebration set up search easter eggs as a communication channel

5/Content integration and communication

The operation revolves around a certain content theme, focusing on packaging the content in multiple forms and disseminating it through multiple channels within a certain period of time. As the highest level of content brand building, the integrated dissemination of content is comparable to large-scale market investment. My colleague and idol on Tieba, Sister Ji, has successfully integrated and disseminated content many times. The most classic one is "Tieba Godly Translation - This is a Contest of Morality"

Figure 12: This is a contest of moral integrity as translated by God

Figure 13: PR promotion of Shenyi Translation

Picture 14: Secondary packaging of hot word translation content

Figure 15: Event marketing combined with CET-4 exam

Figure 16: Interactive game of God’s translation

…….
Finally, let’s talk about the biggest difference between brand building for marketers and brand building for content: high-quality content, due to its own value and interest, can quietly induce users to spread it spontaneously, thus achieving low-cost content brand building. Market brand building, all-round deployment by land, sea and air, is simple, crude and loud, with significant short-term effects, but the cost may be a bit high.

Although the branding market is now clearly shifting towards content, for operations, their core competitiveness is to best understand the most original high-quality content/people/collections within the product. This is probably what the market cannot replace and is the charm of operations.

If content operations want to do a good job in brand building, in addition to being aware of the high-quality content in the product, you can also learn the brand's routines and look at the marketing methods of brand bigwigs.

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