Three steps to do a good job in content operation of driving test products

1. Understand the target audience of the content

Whether it is product operation , user operation or content operation , you must first understand your users. Because only by understanding the basic attributes of the user group, you can understand what kind of content the users you are facing like and what their purpose is in forwarding this article. Only by reverse inference in this way can the content be made more attractive.

When we think of driving instructors, we generally think that they are mostly middle-aged men, most of whom have a college degree or below and have a hard job. Creating content also requires more communication with users. Only in this way can we know what kind of people the users are, rather than our rigid assumptions about what kind of people they are. Only by truly understanding users can you know what kind of content they want to see and what content they will forward.

2. Choose the right content

Our product is a driving test-related product, and the users of our product are primarily coaches, so most of the fans of our official account are also coaches. Therefore, we need to know clearly what the coach wants to see or what content he wants to forward. The content we send out is ostensibly for coaches, but actually for students. In order to keep the coaches paying attention to us, we have to create content from their perspective. They want the content to be accessible to students who will immediately come to them to sign up for driving lessons after seeing it. This is the coaches' need and also their requirement for our content. We have to start from the perspective of coaches. We are helping coaches produce content, and they are the disseminators of content.

The most important thing in creating content is choosing the topic, because there is too much information on the Internet nowadays. The coaches follow more than one public account related to driving tests, and they will also choose the content they want to read from them.

Therefore, the content must be relevant to the product and in line with the positioning of our official account. The content that coaches want to see and forward can be divided into the following categories:

1. Information related to driving tests, such as what new driving test rules have been issued and what impact the new rules have on students or instructors;
2. Driving test skills, test skills for subjects one to four, or how to improve the pass rate of the test;
3. Coaching voice category, every group wants someone to speak their voice on their behalf.

Creating content is actually the same for any industry or product. You must first clearly understand who your users are, what kind of content they like, and how they will help you spread your content. Only by clarifying these issues can you create content that users will actively forward.

3. Find content inspiration

In the process of content operation , there will always be times when you don’t know what content to create. A general method may be to see what other public accounts have done recently, or what hot topics and festivals are worth following recently. However, if you want the content to be more closely related to the product, the inspiration for the content still needs to come from something related to the product.

1. See what your competitors are posting

This is the simplest method, because the user groups and content operation purposes of competitors are consistent with ours. So when you don’t know what content to post, looking at what competitors post is also a way to find inspiration. Maybe we may not publish as early as them on some topics, but we can make it into a collection, or we can go a little deeper. Driving training is a very vertical and closed industry, so there is not much fresh content. It depends on who publishes it earlier or can do something more innovative.

2. Ask the coach directly what content he wants to see

Whether it is product operation, user operation or content operation, you should interact more with users, because only from their mouths can you get their most direct ideas. Understand clearly what the coaches want to see and why they forward the article. Because coaches are users of our products, the purpose of our content, in addition to increasing readership, is to keep coaches using our products, so the coaches’ demands are the most important. So, we can introduce a certain function of the product, we can write about the deeds of the coaches as a group, and we can also write about the coaches’ voices.

3. Check out the latest news

As long as the information has been released, it can be found on the Internet. As long as we enter keywords such as "driving test" and "learning to drive" on Baidu, we can find a lot of content. Some are policy reform information, and some are more special news reports. This information is all related to the coaching industry. Many coaches may not often go online to read the news, nor will they actively search for such keywords to find news. Therefore, we can also process these contents and send them to the coach.

Summarize

The purpose of our content creation is to make coaches feel good about our content through content operations, thereby making coaches more sticky to our products. What content we create is just a tool for us, but whether the operation of this tool is appropriate will also indirectly affect users' views on the product. When applied to other products, the content operation method is actually the same. In addition to working hard on writing skills, the most important thing is to understand the product and the users.

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