Content operation: Doing this is very "valuable"

What is good content? This is not a question with a standard answer.

But looking at those recognized good contents, it is not difficult to find the commonality behind the answer, that is, "value" and "human nature". The value of content attracts users' attention and sharing, bringing influence and dissemination to the content; while the humanity of content promotes user interaction and loyalty, bringing favorability and personal charm to the content. They are the two keys to creating good content.

In the past two years, a large number of people have become famous by relying on content, such as Papi Jiang, Mimi Meng , Ergeng, Tongdao Dashu , etc. They attract fans through content and even gain the favor of capital with content. Being able to achieve this level in an era of content overload means that both of the content techniques have been taken to the extreme. Today, I will explain six forms of presenting valuable content through a simple analysis of six accounts that have become popular on the Internet because of their content. At the same time, taking "Bowujun" from "Bowu Magazine" as an example, I will talk about the basic characteristics of "humanistic" content. Through such analysis, we hope to provide some inspiration to content operators .

How to create “valuable” content?

What is valuable content? Simply put, it is content that is useful to the readers. This value can be interpreted from six perspectives:

1. Have opinions or attitudes that can resonate and inspire readers

NetEase News has a slogan called "Produce news with attitude". Shouldn't the news media remain neutral and impartial, which is exactly in conflict with opinions and attitudes? However, it is this media "with attitude" that stands out from the numerous news media and wins the favor of users. There are controversies, quarrels and stories behind the news.

In the midst of homogeneous content, attitudes and opinions are like a personalized coat. Because they are bright and unique, people who like them will like and resonate with them, while people who don’t like them will oppose and dispute them. In short, they will bring topics and traffic .

Take Mimi Meng as an example. Her biggest feature is that she has opinions and attitudes, and her attitudes and positions can be basically summarized very simply, that is: women must be self-reliant, confident, independent and motivated, and have correct outlooks on life, the world and the world. In her content, she is like a spokesperson for the "elite women" group.

So when you read her articles, you will find that she is either scolding women who live for men, or scolding cheating men, or she is cooking pots of chicken soup, earnestly teaching women to please themselves and be good to themselves, or she is reminding women working in the workplace to work harder, be stronger, and be more motivated.

We will not investigate whether this attitude that runs through the content is correct or what kind of value orientation it will bring, but this attitude comes with its own IP, so there are almost the same number of articles supporting Mi Meng and criticizing Mi Meng. And we can easily imagine that if the content that Mimi Meng chose to create at the time was all right, if she wanted to please elite women while maintaining the self-esteem of housewives, and if everything was balanced and divided into two parts, then would readers with the same views still feel so happy reading it, and would readers with different views still feel so heartwarming reading it?

2. Be innovative and bring readers a fresh experience

The novelty of content may be the novelty of analysis angle. When others are chasing after the classical beauty of the poetic girl born in the 1990s, turning the perspective of analysis to the host is novel, and focusing the analysis angle on classical literature education is also novel. The novelty of content may also be the novelty of expression form. When everyone is editing text with an editor in a conventional way, the content of H5 is novel, the content of long pictures and texts is also novel, and the content of comic style is also novel.

Continuously launching new content can not only provide users with a fresher experience, but also maintain users' curiosity and expectations about the content. Moreover, the unique approach will also bring readers a unique perspective, which is of course more valuable.

Papi Jiang’s popularity is due to her innovative form of expression. Before her, it was rare to see someone like her playing various roles in the same video, making jokes, complaining, and being quick-witted. Because of her novelty and her strong camera expressiveness, she will become extremely popular and a representative worshipped by content entrepreneurs .

Similarly, the bottleneck for Papi Jiang’s future lies in the word “novelty”. She has tried out new ideas in terms of form, but in terms of content, she has always been a middleman of hot online topics. When the new ideas are no longer novel and the once popular way of complaining is no longer popular, if she fails to come up with more innovative forms and content, she will eventually become a "phenomenal" Internet celebrity and be replaced by other more innovative Internet celebrities.

3. Contains valuable information to bring nutrition and benefits to readers

Dry goods originally refer to food without moisture that can be stored for later consumption. However, for content management, dry goods refer to experience and knowledge without moisture that can provide real inspiration to readers.

The "appearance" of dry goods generally has three obvious characteristics: clear logical thinking, knowledge theory is not superficial and general, it requires repeated reading and thinking, and it can provide guidance to readers.

If you have read the titles of the content in the Operation Uncle's public account , you will find that the most frequently appearing words are basically "how", "how to", "teach you", "summary", "skills", etc. How to write popular titles, how to do marketing , teach you how to optimize, work summaries, creative skills, etc. All the content selected by the Operation Uncle basically retains the basic characteristics of the above dry goods, just like a textbook, which must allow readers who pay attention to it to gain something and understand something.

4. Contain the truth, bring truth and shock to readers

Truth-related content generally includes the following forms:

1. Decryption : originally secret files, originally secret conversations, originally top-secret document reports, originally confidential character relationships, etc., are unsealed and introduced.
2. Revealing the secrets : exploring and revealing what were originally secret recipes of traditional Chinese medicine, what were originally secret histories that were circulated among the people but had a basis in reason, what were originally unknown secrets, what were originally secret manuals that made people fascinated, what were originally secret realms that made people curious, etc.
3. Puzzle solving : Provide guesses and answers to historical puzzles and world puzzles that were originally difficult to answer, as well as other mysterious questions that originally made people concerned and curious.
4. Exposure : What was originally a privacy, a conspiracy, a scam, and an inside story is now exposed for more people to know.

Such content is often popular because it satisfies readers' curiosity and desire to peek into secrets.

For example, content platforms like the Gossip Care and Growth Association rely on truth-based content to stand out from the crowd of entertainment media and gain the favor of capital.

Just share a few article titles from the official account of the Association for Caring for Gossip, and you will know how inseparable the truth and gossip are: "A Taiwanese female star looks down on mainland artists but pretends to be familiar with them and treats them as friends", "A famous female star revealed that she has a wealthy Hong Kong godfather and has no qualms about spreading it everywhere", "A famous married female star had a secret love affair with her married ex-boss in her early years in order to get ahead! 》《A female host asked for reimbursement of airfare and hotel expenses, but was rejected when she was found to be performing privately》《A well-known actress became the mistress and was almost interfered by a mainland movie queen! ”, which is full of privacy and information, is even more formulaic than the Zhiyin style, and is definitely a template for truth-related content.

5. Profitable and brings benefits to readers

Profit is a good thing, because the world is bustling with people, all for profit. This is why no matter how good the content is, it will occasionally do activities that bring benefits to readers.

But interest is a double-edged sword, because the previous sentence has a follow-up: The world is bustling with people, all for the sake of profit. Users who are not attracted by the model and their own internalized things may also easily leave because their interests are no longer there or they are attracted by other people's interests.

But no matter what, benefits can always make people who are already paying attention to the content more excited, and can also attract the attention of people who don’t know the content, allowing them to use benefits as an entry point and gradually pay attention to the content. That’s why free marketing strategies always work. Therefore, good content must have benefits, but in moderation.

Profit incentives are almost a standard feature of all self-media operations to attract fans. You know, even official accounts like the People's Daily, which have no shortage of fans or traffic, issue red envelope codes from time to time, allowing everyone to grab them on Alipay at the hour.

Reading content platforms such as Shidian Reading hold activities from time to time, and the "sharing content + giving away books" model has become standard. It not only enhances the dissemination of content, but also locks the target users into the range of reading enthusiasts. It is definitely worth learning from.

6. Interesting and can bring happiness to readers

There are readers who want to learn throughout their lives and hope to gain something. Naturally, there are also readers who are under great pressure at work and read just to have a moment of relaxation and a good laugh.

Interesting content does not necessarily mean the same old jokes and stories found on the Internet. It will be more effective if you can combine the jokes with the positioning of your own content, or if you can add some spice to the original serious content. After all, jokes are everywhere, and only when they are perfectly combined with your content can you demonstrate your wisdom and bring more smiles.

The leader in this regard, we have to mention Durex, which is known as the originator of content creativity. After years of playing with it, they have perfectly combined a small condom with various interesting jokes and hot spots. When Google's intelligent robots defeated human masters, they added a picture of their hands and massagers and said "In fact, humans have long lost to machines"; when the Chinese national football team won 2:0, their copy was "Nothing can stop a man who has sex twice a night", especially at the Apple conference, condoms were presented to look like the invitation card for the Apple conference, and headphones were designed to look like shooting sperm.

Durex's content is indeed very dirty, and because of its brand, it is not suitable for a serious approach. If the content is written as a series of dirty jokes, people may want to report it immediately. What they do is combine jokes with brands and associate jokes with hot topics. When readers read them, they think that it turns out that it can be said this way and it turns out that it can be played this way. At that moment, the brand impression is further deepened and readers also gain happiness and pleasure from it.

After talking about value, let’s talk about the “humanity” of good content.

How to give content “humanity”?

It is said that the value of reading lies in having a dialogue with wise men from ancient times to the present. The reason why we can have such a dialogue is naturally because there is humanity behind all good content. We know that such content cannot be provided by copying and pasting, nor can it be provided by piecing together, because only communication can lead to dialogue.

Different platforms have different values, and different platforms also have different human natures. When explaining "valuable" content, I used six examples to illustrate six forms of valuable content. When talking about the "humanity" of content, I would like to talk about how to create "humane" content by taking "Bowu Magazine" operated by "Bowu Jun", which was praised and reported by many media outlets a few years ago:

1. Have a character setting to let the reader know who is talking to him

The so-called character setting is actually a process of positioning the content. Positioning the content with a character image is to make the brand image more vivid and three-dimensional, and to make communication more convenient and smooth.

Therefore, an appropriate personality cannot be too far away from the brand image, and at the same time it should be an image that corresponds to the target and likes to communicate. Therefore, Durex’s character will be a young man who is a bit naughty and cute, rather than a middle-aged uncle who is full of dirty jokes. The characters of female brands are more like caring older sisters rather than middle-aged uncles. The characters of elderly brands are more like experts in the field rather than young people who are full of talk, and so on.

The person behind "Bowu Magazine" is "Bowu Jun". As a magazine aimed at young readers, it encourages readers to understand nature, be knowledgeable, explore and be realistic. Its positioning can actually be very broad. It can be an outdoor enthusiast who has experienced the vicissitudes of life, or an old scholar buried in piles of old papers. In the end, "Bowu Jun" chosen by "Bowu Magazine" is positioned as a young, energetic, living and mobile "100,000 Whys" dictionary. In his pinned Weibo, it will be stated what types of questions "Bowu Jun" cannot answer. As for the rest, Bowu Jun knows astronomy and geography, and nature and humanities are not difficult for him.

It is precisely because of this positioning that readers will have trust. When they encounter questions that they cannot find the answers to or knowledge that they are not clear about, they will tag Bowujun and ask for answers.

2. Speak human language so that readers are willing to listen

When I write about speaking human language, I think of the sour scholars in ancient times, who spoke in a lot of nonsense. In fact, they probably didn’t know what they were saying, but just wanted others to think that they were of a different status from them. So someone always had to respond with a harsh “speak human language” so that they could say this in words that more people could understand.

But at the same time, human language is closely related to the character. Human language does not necessarily refer to plain language. Different characters have different speaking styles. The character is set as a kind and righteous elder brother, so don’t call him “other” all the time, just say “kiss” when there is nothing to do, which is full of the flavor of a young girl. If you want to portray yourself as an expert, then don't use all kinds of self-doubting and non-affirmative interjections.

To speak in human language, just pay attention to a few points: match the tone of the character, know what you are talking about, make sure what you say is not contradictory, don't use jargon all the time and only use it when it is necessary, and don't add some inexplicable things to attract attention.

Mr. Bowu's speaking style is concise and to the point. If he can say it in three words, he will not use ten words. If he can say it directly, he will never be mysterious. In fact, this style is also in line with his personality. After all, it is solid stuff without any water.

3. Understand human nature and make readers feel cared for and respected

People are social beings and hope to be noticed and respected. Humane content can mobilize these emotions.

One way is to take the initiative and interact with the official Weibo accounts of other brands, and increase the influence of other people's content in a joking way. Usually, as long as your status is not too low, the other party will reciprocate. One way is to respond. Not only should readers’ needs and questions be answered, but they can even become material for new content, letting more users know that what they say is listened to and valued.

Bowujun has adopted both methods, but the targets he chose to actively attack were Internet celebrities and stars. For example, Chen Kun posted a Weibo post, raising questions that he didn't understand: tap water cannot be drunk directly, so why can apples washed with tap water be eaten directly; sunflowers follow the sun, so why do they face the sun again the next morning? The other party may have just wanted to express some paradoxes, but Bowu Magazine took the initiative to share and provide answers to these two questions from a professional perspective. This kind of self-defeating tactic made other official accounts unable to help but make fun of it, saying, "This is easy, I don't care if you don't mention me." On the other hand, the biggest feature of Bowujun's operation is to respond to fans. His content is supported by users' constant questions of various kinds and his corresponding serious and professional answers. The world is so big that there is nothing strange; nature is so vast that it encompasses everything. Through such question-and-answer interactions, Bowujun has a steady supply of materials for his operations, and each reply is based on listening to the other party's content, so there is also a steady stream of people "asking for a flip".

4. Human personality gives readers a more novel experience

In real life, people with personality always make people feel more lively, and adding a touch of personality to the content will always make it easier to stand out from homogeneous content and be remembered.

The character setting is just the basic image of the characters, which makes the content vivid and three-dimensional, and the personality will make the content more flesh and blood. Being scheming, introverted, nagging, overbearing, and gentle are all personality traits. Personality gives content personality and can occupy the user's mind with the same content.

The personality created by Bowujun is cute and a bit tsundere. This kind of tsundere will be shown in his ability to point out other people's mistakes, and can also be felt in his casual tone of disdain. But this kind of tsundere is not annoying, because when he is explaining science seriously, you have to say that this kind of tsundere makes him look very cute because of his own erudition.

Values ​​and human nature are two big topics. My analysis may not be able to explain the two behind the content in depth. However, creating content is like being a human being. Throughout our lives, we must constantly explore the meaning and value of our lives and find our own "human nature" that is different from others. At the end of our operating career, we will inevitably have to work hard to create valuable and "human" content.

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