Four important links in content operation, you need to know

Content operation is a painful and joyful thing. Many people find it boring. With the increasing cost of traffic , the value of content will be valued for a long time and excellent content operators will be very scarce.

This is an era of information overload. Even good content can easily be drowned in the ocean of information on the Internet. Content operators are obliged to process and package the content and fully explore the value of the content. If we take a house as an example, what the content contributor produces is just a bare house, while the content operator needs to decorate and design the layout of the bare house to make it more attractive.

This link mainly includes four parts: content review, content value judgment, content attribute packaging, and special collection content planning.

1. Content Review

Not all content complies with the platform's rules and requirements. For example, illegal information such as pornography, violence, and reactionary activities is not allowed to be publicly disseminated on the Internet. There are also many marketers who post small advertisements with promotional information everywhere, and the content contributed by users is uneven. Not all content can be published on the platform, so the content needs to be reviewed. Bad money drives out good money is particularly evident in the information field. When a platform is full of spam, it will affect the overall experience of the product, and users will choose to leave because they can't stand the low-quality information.

There are two mechanisms for content review: one is review before release, and the other is release before review.

1. Review before release

Review before release means that the content uploaded and submitted by users is not directly displayed online and is not visible to external users. Instead, it is first stored in the system server and can only be released after the machine performs established logical judgments and the content operator checks it in the background in accordance with the platform rules.

The policy of review before release solves the problem of the proliferation of low-quality information and can effectively prevent illegal information, advertising information, and low-quality content from damaging the tone of the product. However, there are certain disadvantages, which is that it reduces the liquidity and timeliness of information, and brings a relatively large workload to content operators.

The combination of machine review and manual review is the model currently adopted by most content platforms. Machine review is achieved by setting some sensitive keywords and special logic. When the content submitted by the user touches on sensitive keywords and special logic, it will be automatically judged as failing the review. Sensitive keywords include pornographic information, competitor product names, QQ numbers, WeChat accounts, swear words, competitor product names, etc., and special logic includes articles that are too short or have external links. Machine review can greatly reduce the workload of content operators, but as the devil is always one step ahead, especially since many marketing practitioners will think of various ways to break through the sensitive keyword rules set by the platform due to business pressure, content operators need to constantly improve the keyword library and logic.

2. Release first, review later

Compared with the "review before release" method, the "release before review" method is a post-processing method, which prioritizes the circulation and timeliness of information, publishes the content online first, and then reviews whether it complies with the rules.

The content of Baidu Tieba is mainly published first and then reviewed. For new posts published by users, the machine will first scan whether it meets the standard requirements of the entire Tieba . The bar management team of a single Tieba will check whether the post complies with the rules of their own bar. Sometimes the content may be very good, but it does not meet the content standards of a single Tieba, and the bar management team will also delete or ban it.

For UGC community products, content operators can try to mobilize the enthusiasm of community users to help review the content. Tieba is one of the best in this regard. Each bar has its own bar management team. I once operated a forum. In the early days, there were too many advertising messages, so I arranged a special advertising deletion team. Every hour, there were people patrolling and deleting posts in shifts to ensure normal communication in the bar.

2. Content Value Judgment

Content operators must have a clear grasp of the quality of content, which is reflected in their judgment of the value of the content. That is, what is good content, what content can generate value for users, what content can become popular, and what content has enough explosive power and dissemination power.

As mentioned earlier, many products have available operational resources such as banners or recommendation positions. The focus here is to use them on valuable content. Take Zhihu as an example. Bai Qi's answer was fortunately noticed by Zhihu editors, who published the answer to the recommendation list, attracting more users to see it in addition to those who originally paid attention to this question.

The judgment of content value needs to refer to the content tone of the product and the mainstream user preferences. What is tested here is the content operator's ability to identify content. Especially for professional content, content operators need to have a certain knowledge background and professional qualities in order to know whether the content is valuable or whether there are logical errors in the content.

It is particularly worth mentioning that hot topics and menstrual topics are one of the important catalysts for content explosion. For example, during the Spring Festival, the old topics of escaping from Beijing , Shanghai and Guangzhou, urging marriage, and naughty children are all highly concerned topics. Combining these hot topics with the content that users pay attention to will naturally attract more users.

3. Content attribute packaging

In the content operation of WeChat official accounts , some people say that official accounts that are not original and only excerpt articles are not considered content operations. In fact, this is not the case. The main work of content operators of official accounts that mainly excerpt articles is actually content value judgment and content attribute packaging. Finding the right content source is the process of completing the content value judgment. When editing articles for public accounts, there are actually many things worth thinking about, such as how to make a dry article more attractive.

Content attribute packaging mainly starts from six aspects, namely title , illustration, recommendation, structure, label and classification.

There is nothing wrong with the fact that many content management experts are good at using clickbait titles . The title is the external face of a piece of content. Whether the title is attractive determines whether users are willing to come in and read it. Choosing a title is a science. Common methods of title optimization include: leveraging hot topics (how to deal with family members’ urging to get married during the Spring Festival), emotional guidance (to bitch, why should I help you), how to express (how to learn operational knowledge from scratch), keeping people in suspense (the latest five low-cost magic weapons to acquire users, how many do you know), resource collection (the most comprehensive PPT template library in history, collect it quickly), etc. If content operators want to improve their title selection skills, they might as well record all the attractive titles they see on a daily basis and then imitate and learn from them.

Compared with text, pictures are more attractive to the eyes, so a good picture can also increase the attractiveness of the content to users. Common pictures of beauties and celebrities are the two types of pictures that are most likely to attract attention.

The same goes for recommendations. When the title and image are fixed and cannot be modified and do not have many highlights, operators can work hard on the recommendation and summarize it in one or two concise sentences to catch the user's attention.

Taking Duokan Reading as an example, the title and cover of a book are often fixed, and the content operators put a lot of effort into the recommendation. For example, the title of the book "Giant Babies Country" does not seem very attractive at first glance, because it is the first time I come across this concept, the word "giant baby" is not familiar to my mind, and I am not sure whether this is a novel or a romantic book. But the content operator added a recommendation: Most adults are babies psychologically. This sentence is attractive enough to readers. Users will become curious and start thinking, "Am I also a baby psychologically?" As long as users are interested, there is a possibility of guiding them to purchase and read. From this perspective, the value of a recommendation is enormous.

The well-known workplace learning public account "Chazuo Academy" once reprinted an article by Bai Qi. After this article was edited by Chazuo Academy's senior content operator @一番队Captain, he couldn't help but exclaim that this was the most professional public account content operation case the author had ever seen. Without changing the meaning of the original content, the operators processed the content for the second time. First, they reorganized the writing structure of the article to form large and small headings to make the article framework clearer and more prominent. Secondly, they extracted key information and marked it, and made particularly valuable sentences more prominent by changing the font color and making them bold. They even added interactive links with readers.

Accurate labeling of tags and categories can place content in the appropriate place, allowing users to easily find it through search or directory. It is particularly important to note that when users select tags and categories for content uploaded by them, they may not necessarily understand the meaning of the categories accurately, and content operators need to make adjustments when packaging the content.

4. Special Collection Content Planning

A special topic is a concentrated display of content on topics that users are interested in, allowing users to see multiple different contents on the same page. Through special content planning, a topic can be presented more clearly, especially by introducing content with different viewpoints and perspectives, which can bring users more valuable information.

The technology media 36Kr once did a special feature on the launch of Moji Weather , and gave it a great name called "What Weather Will Moji Encounter When It Goes Public?". All discussion articles on the launch of Moji Weather on 36Kr were presented on this special feature page. It not only talked about the launch of Moji Weather, but also extended to the current situation and breakthrough of tool products. This allows readers to have a deeper understanding of the topic of Moji Weather's listing, and can help tool product entrepreneurs who are facing the same dilemma as Moji Weather. This is the value of the special topic.

The planning of special content usually combines hot events, holidays (including holidays created by the company itself) to create an independent special page that aggregates relevant content information. Recently, some e-commerce products have packaged and planned collections of content to offer multiple paid products to users at one time. This is also a form of thematic content planning.

Take Duokan Reading as an example. Kevin Kelly is a popular author in the field of science and technology. Many of his works are regarded as classics by Internet practitioners. The content operators of Duokan Reading have compiled the author’s three most classic works and recommended them to users by selling them in packages. This is also a reorganization and processing of the content.

Content operation is a painful and joyful thing. Many people find it boring. With the increasing cost of traffic, the value of content will be valued for a long time and excellent content operators will be very scarce.

As long as you put your heart into it, users will feel it .

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @白崎 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map