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The key to content advancement is to improve the quality of content. Bringing high-quality content to products is an important indicator of content operation , which can be done from the following three aspects.

Qualitative

Content serves products or KPIs. The positioning and entry point of the product directly determine the direction of the content. At the same time, the determination of KPIs also affects the output of content. High traffic does not necessarily mean high conversion, and high conversion does not necessarily mean high traffic. Different focuses directly lead to different content directions. Giving clear standards for the positioning and direction of content is a prerequisite for content operation . The characterization of content is mainly divided into content type, content nature, and prohibited content.

Content Type

To clearly convey what type and subject matter the product needs, it is necessary to interpret it in combination with the product's early positioning and the selected entry point. Baidu Reading initially focused on business and management books, so it mainly introduced business and management books. Xiaohongshu used Hong Kong shopping guides as an entry point, so it had to produce content about Hong Kong's popular products.

Usually, the general direction of the content is clarified through specific keywords, such as: business and management books, Hong Kong shopping guide, etc. The following is a website's regulation on content type output: TMT field, hot topics, technology and business. These keywords tell content producers what type of content to produce.

Nature of content

Once the general direction of the content is determined, in order to improve the quality of the content and better satisfy the user's appetite, the detailed requirements of the content need to be further elaborated. It can be stipulated that submissions must be original, all articles must indicate the identity of the submitter, and detailed requirements can be made for accompanying pictures. By further specifying the details, higher quality content can be presented to users.

Prohibited Content

Original and informative websites generally refuse plagiarism and soft articles, and comprehensive news self-media websites generally refuse vulgar and political news. Drawing red lines for content helps maintain content positioning and avoid unnecessary risks caused by the content.

Whether you want to produce content yourself or need users to produce content, it is essential to characterize the content in advance. As the saying goes, sharpening the knife does not delay the chopping of wood. Only when the direction is determined can you be confident.

Quantification

Clarify data indicators

All operations serve data content operations, and this is no exception. Attracting new users, retention , activation, and conversion are still the core data points, but in a certain period of time, the content is best to serve only one data indicator, because some data are negatively correlated. As far as attracting new users is concerned, there is a lot of uncertainty about new users. If the accuracy is not high, it is likely to lead to a decline in retention. At the same time, the overall conversion rate will also show a downward trend. Many real situations are like this. Content with high UV does not necessarily bring high-quality users. A clear single data indicator can make operations better.

Build user awareness

Perception and experience are based on feedback. Analysis of data is an important source of feedback. By observing the data, we can constantly perceive the quality of the content, what content will be shared frequently on WeChat , what content will be recommended to more users on Toutiao, etc., and gradually learn what users are interested in in a certain time period, scenario, event, or platform. Producing relevant content will inevitably bring the expected data effect.

Artificial

Control the tone of the content

The Alipay Circle incident tells us that considering data will cause problems. Operations are sometimes about finding a balance between data and content tone. Data sometimes lie, and sometimes when data grows, the product is not far from death. This is why WeChat has to crack down on induced forwarding, which is to control the tone of user Moments content. When Moments are full of advertisements and micro-business content, it will be a devastating blow to the Moments.

To control the tone of content, on the one hand, we need to have a reasonable view of data, and on the other hand, we need to look at product positioning from a strategic perspective. There is no problem with Alipay circles if we look at them purely from the perspective of circle operations. Meeting the needs of users for activeness is also a common means of community operations. If we look at the entire attributes of Alipay users, the problem is serious. How can I feel comfortable leaving my money in such a vulgar place?

Perception Data Expectations

The advance perception of content data is an important sixth sense for content operations and a necessary skill for advanced content operations. Especially when promoting content, you must first be able to perceive what content will bring expected data. This sixth sense comes from the accumulation of data analysis on the one hand and the control of hot spots and competing products on the other. If there is no advance prediction of the data, many operations will encounter many obstacles.

Large integration of content

Integrated content recommendations can be seen everywhere. The Double 12 shopping festival in the education industry and the Double 11 shopping festival in the e-commerce industry are a big carnival of product content and educational content. The variables in the basic elements of content are actually not that big, such as which brands of mobile phones are still popular, and which categories of courses are still popular. The only things that change each year are the theme and packaging (thematic style). So why does the content need to be aggregated in some form at the moment? It requires the right time, place and people.

Time

As the saying goes, it is to aggregate content by time and integrate and disseminate content based on the characteristics of a certain point in time. The highlight of the Spring Festival promotion is definitely the group members, and the focus of Double 11 packaging is on discounts. Operations need to have a good understanding of the key points at different times and make advance plans. Understanding the core meaning of time and innovative packaging are the manifestations of content operation skills. The weather can be divided into fixed time and unknown time.

Fixed time

1. Traditional festivals

The time nodes of festivals are very fixed, such as the Spring Festival, Mid-Autumn Festival, Dragon Boat Festival, etc. Early planning is the key. Operators can make operational preparations in advance based on the characteristics of their own products. During the Spring Festival, many special topics about local customs and Spring Festival travel content will appear in front of users, allowing users to understand the local customs and practices of various places, and at the same time they can also get real-time Spring Festival travel information to facilitate travel.

2. Special fixed time

The Olympics, European Cup, the start of school, Double 11, etc. The quadrennial Olympics is the focus of public attention and an opportunity that all portals must seize to meet users' needs to keep abreast of gold medal counts, Olympic highlights, and schedules. Missing this opportunity means missing out on a large number of users.

Unknown weather

In the process of operation, there is a method called grabbing hot spots. This hot spot is the unknown time. When a hot spot is formed, attention will inevitably be focused on it. If you can combine the hot spots for content planning, it will inevitably grab more attention and bring unexpected results.

The hot topics in 2016 include Wang Baoqiang's divorce, Fu Yuanhui, Leonardo DiCaprio winning an Oscar, and Ge You lying down, which are all good points to intervene.

Geographical advantage

After the product framework is completed, it needs to be enriched with content. The product section is like a content base, where the content is self-contained and presented to users. Video websites aggregate and recommend content by constructing bottom TABs and top columns. Operators can build their own "geographical advantages" based on the types of their products and content to better present content and form a better content consumption position. In order to better serve VIP members, the video website has added a member-only section in the bottom TAB bar, using this "geographical advantage" to better serve paying users.

Human harmony (harmony)

People aggregation is also a very common method in content operation to aggregate and recommend content based on a certain person or a certain type of person, making it easier for users to select and consume content. Video websites often use celebrities as labels to classify content. For example, searching for Andy Lau can find all of his movies, which satisfies the needs of fans very well and allows them to see all of their idol's works at once.

The people who gather the most on news portals are national leaders, and they are usually on the headlines.

Mining the attributes and tags of people in your own products to integrate content will have a positive impact on user retention time and PV.

Content Operation+

Many content operations are converted from editors, and editing is also the starting point for many people in the Internet industry. Content operation is generally a standard configuration of a product, and many positions are actually content operation + positions.

New media operation = content + planning. Good new media operations not only need to create high-quality content based on product characteristics, but more importantly, plan spreadable points to take the product to the next level. For example, the popular campaigns "Escape from Beijing, Shanghai and Guangzhou" and "Book Throwing Campaign" in 2016 both ignited the Internet and increased the popularity of the products. Content is the body and planning is the front, both are indispensable.

Community operation = content operation + user operation . The prosperity of a community is inseparable from users and content. Good community operation must understand the operation of content and users. Content is consumed by users as basic data, and users are content producers and active participants in the community, complementing each other.

Beyond Operations

Generally speaking, you can only operate a certain type of content. If you are in education, you may only operate language education content, and if you are in reading, you may only be responsible for the operation of novel content. But in your career, it is very likely that you will not be responsible for the corresponding content in the future. Those who work on language content may start to operate novel content, and those who work on novel content may start to operate entertainment content. But the key to being able to handle it well is to have a deep understanding of content quality standards and the right timing, location and people, so as to go beyond the limitations of single product content and play with content across boundaries.

The process of achieving transcendence is also the process of forming perception of content quality and data. Qualitative change requires the accumulation of quantitative change. It requires repeated perception of the time, place, and people of different scenarios, periods, and product content to be able to make new interpretations of one's own. As the saying goes, if you keep thinking about it, there will be a response, and new heights will naturally be achieved.

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

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