New media operation: How to improve content production capabilities?

Many students sent me private messages: When doing content operations , we will encounter some bottlenecks. In addition to topics or activities based on time, seasons, holidays, breaking news, etc., what else can we do? In addition to organizing some user interaction and reward-based participation activities, how else can we innovate?

The content operation discussed in this article refers to a new media platform with no scope restrictions. The "unrestricted" here means not being restricted by profession or field. We usually have two more important criteria when selecting content: one is the professionalism of the content, and the other is the interestingness of the content.

In specific fields, such as education, maternal and child care, and other fields with vertical population characteristics, the principle of selecting content is professionalism first, and "interestingness" can be used as an entry point for the content. On other more open platforms, users do not need such precise platforms, and we can look for "interesting content" as the basic point of dissemination. Let’s take the community as an example and talk about how we should do content operations in the community.

People in the community generally have certain interest tags, and are basically relatively precise groups of people with common demands. Of course, here we exclude those inaccurate users who mingle in the community for some commercial or other purposes.

How should we operate content?

Let’s summarize the most primitive and “dumb” methods of community content operation, which are also applicable to new media operations .

1. The content system is important, and the continuity of the content is important

First of all, you need to have a detailed plan for the content you produce: you should know what kind of content you want to plan in the near future and what effects these contents will bring. There are only two points for content dissemination: 1. Acquiring users, 2. Disseminating brands or services.

As a new media operator, it is not just about integrating and creating original content, but it is also necessary to set goals for product value or brand communication during the process of content dissemination. In this way, you are not a copywriter , but a new media operator in the true sense.

For students who have just entered the industry, if they are not aware enough about building their own knowledge system, they can polish the content first. Regarding content mining, it is recommended that you spend more time on conceiving original ideas or integrating original ideas. This way you can think more deeply about what kind of content you need to output for the platform.

The author once took over a team halfway through. This team consisted of some young girls. Their daily interests were very divergent, ranging from national affairs to dressing and celebrity gossip. However, when it came to writing copy, they started to short-circuit. Why not combine your work with your personal interests? After this idea was put forward, everyone's thinking seemed to be broadened, and everyone began to try to do special series... When you rack your brains and can't write the copy, you might as well start from your own interests and cultivate a sense of content production.

Of course, good content needs people to appreciate it, so how do you attract your own users? Content can actually spread itself. Good content will inevitably resonate with users. Once this resonance effect occurs, the content will spread out in a radiating manner. New media professionals, at a young age, cannot just copy and paste. It is important to create your own content and define your own style.

2. The longer the content is disseminated, the greater the benefits it generates

What kind of content can produce lasting effects?

1. Knowledge system type:
2. Expert popular science type:
3. Continuous activity type;
4. Question answering type;
5. Brand communication type;

Behind the production of these contents, operations can package a virtual customer service role in them (this role may also be optional, depending mainly on your product). The role of this customer service is to interact with users online in a timely manner and retain high-quality users on the platform. Especially in service-oriented platforms, the role of customer service is of great significance. Many editors of new media operations will also take on similar "customer service" roles when disseminating content, and accumulate these people in their own WeChat groups . This is also a common method used by new media operators when conducting user operations .

However, more new media operators ultimately retain users only in WeChat groups, but do no further in-depth operations. For example, how to convert target users into paying users of the platform or app, how to amplify the benefits of 100 people in the group by 10 times and form word-of-mouth communication. These require new media operators to go deep into users and communicate further with users. We call this traditional method "user feedback mechanism", which is generally followed up by dedicated customer service staff. In early- stage Internet companies, this work may be performed part-time by new media personnel. Although similar work is neither important nor urgent, it is the fastest way to collect user feedback and promote product or service improvements.

3. The materials come from users, building the brand’s word-of-mouth communication effect

The author has come across a platform before, which had almost no UCG elements, but the company was eager to push this platform to users. We also tried many methods in the early stage of the platform. We almost selected all the high-quality content to replace the display content on the platform homepage, but the number of clicks was very small. So I came up with a strategy: to hook up with users, write their stories, and display them on the homepage, and finally spread them through the users themselves, thus achieving fan growth brought by a large number of high-quality users.

The reason is simple: seize the user's vanity.

4. The construction of the knowledge system comes from your understanding of content operations

As a new media operator, first of all, you have to love the position of content operation. This job is extremely challenging in terms of copywriting, creativity, and visual layout.

Content operation is a relatively basic position among operations positions, and most excellent operations personnel have experience in content operation. Similarly, we can also get a lot of training in content operations, such as the ability to plan events , plan user acquisition paths, plan brand communication, and the ability to analyze data .

When choosing content, you must aim to create original, high-quality content. Only after you create original content can you form your own style (content style, verbal style). At that time, you will definitely be a new media operator with your own distinctive label.

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This article was compiled and published by @曹烨 (Qinggua Media). Please indicate the author information and source when reprinting!