To stand out in the flood of information, you need to add four kinds of ingredients to your content

Content operators hope that the content they produce and manage can stand out from the vast amount of information, bring stimulation to users, and convert corresponding value. But how many of these contents are ignored by users because they are too bland? Is it possible to add some "spice" to the content to make it more attractive?

Content operators are working hard on content operations, hoping that after users receive the information, there will be conversions in operational indicators. However, in this environment filled with a large amount of information, even if the content is effective enough, it may not be effective, especially if the content is bland.

Although a lot of information is presented to users every day, users are actually suffering from information famine. Lack of personality, lack of interest, and too boring performance may cause users to ignore the content directly. In fact, users need content with some spice, rather than bland information push notifications.

However, most content operations are just moving information or piling up words in a situation where they are trying to balance KPIs and pursue brand prestige. They are overly concerned with balancing the rules and regulations in the content, but ignore the "flavor" of the content among users.

No user wants to be exposed to repetitive content, nor does any user want to waste time receiving irrelevant information, and has no patience for boring content. Information flows faster and faster, and it becomes more difficult for users to make decisions on content that requires them to invest time and energy to consume. Therefore, if you want your content to stand out in this flood of information, you really need to add some “spice” to it.

1. Add some "emotion"

Everyone has realized that content that has "emotional" investment will be more useful. However, when pursuing emotional investment in content, a nearly standard routine emerges: first, the brand is characterized, then personified, and then interesting content is created. This is not wrong, but the final effect is not as expected. Why is this happening? The content has obviously been made lively and interesting, and obviously has been sensational enough, so why?

In fact, the main reason is that these are all voices from the brand's perspective, and the content has not deviated from the broadcast-style communication. It has just changed from polite and stiff language to down-to-earth and lively language. A lot of content information does not land on the user's perspective, but the content that truly incorporates emotions is to stand in the appropriate role position to " really " communicate with the user, or to immerse yourself in the user's thinking process and be in line with the direction and process of the user's logical thinking . Therefore, when adding some "emotional" material to the content, you can think about this: what character is being used to add the "material"? At which point in the thinking process do we add “spice”?

1. Positive emotions outweigh negative ones
2. The dialogue should be immersive
3. Strengthen emotional breaking points

The contents of many joke tellers can be widely circulated. In addition to being entertaining, the values ​​they spread are also positive, especially those self-deprecating comments on the current situation. Once the emotions are captured and invested well, the content will touch people's hearts. The most typical example is the donation incident that has been all over the screen in the past two days, but Xiaoyuan will not discuss it in depth. Let’s talk about Xue Zhiqian’s H5 that was popular in the circle of friends some time ago. In addition to feeling that every frame is an emoticon, it is actually a kind of emotional substitution for self-entertainment.

In addition to the content displayed in this H5, Xue Zhiqian’s dedication to the shooting process of this H5 was also extended and displayed, which together became a process of emotional fermentation and infection. I have to say that Xiaoyuan found the H5 very interesting, but after reading the content related to the filming process, she felt very moved and instantly became a fan of Xue Zhiqian! !

2. Add some “performance”

Content is not just text, but also includes the form in which the content is presented after processing. From the fact that live streaming is so popular, we can probably see that users' consumption habits of content have changed. In the past, people received information from a single dimension of vision, hearing, and touch, such as reading and listening to music. Now, multiple senses are used to access information in parallel. Users can even filter out the order of their feelings based on their tendency to become "lazy".

Fortunately, technology now allows for richer ways of presenting content, so content operators not only need to know the latest content presentation methods and technologies in a timely manner, but also need to flexibly reorganize and apply them. Don't limit yourself to words, and don't put too much emphasis on pictures. Rich forms of expression, in addition to allowing users to understand the content more quickly, also extend the need for users to feel immersed. By immersing themselves in it, the possibility of further communication and contact will be greater. Just like many VR contents, in addition to being optimized on the content side, they will also be continuously upgraded on the hardware equipment.

There are still many examples, but the one that impressed me most was an H5 by Han Han some time ago. The way the content was presented was quite interesting and also made some innovations. In addition to the content being associated with Han Han's identity as a well-known blogger, the content layout has extended to the content on Weibo. The content experience is no longer just what the H5 is showing on the screen at this moment, but the content routine has been made deeper. How many people read Han Han’s Weibo after watching the H5 and then saw the advertising content?

Content operations require constantly adding one's own ideas (of course, every job requires some ideas, the difference is how much is actually applied). These ideas include "whether to think about the logic of the content from the user's perspective", "whether some optimization can be used to improve the expressiveness of the content"... When doing content operations, if you fall into the role of piling up words, you will lose your grasp of user psychology and the motivation to add more ideas and creativity to the content.

Xiaoyuan is most afraid of encountering content operators who do not put their own ideas into it. Of course, everyone can say that it is because Xiaoyuan is lazy, but Xiaoyuan really does not want to make unnecessary secondary thinking investments. Of course, investment in optimizing ideas is necessary. Those content operators who have no ideas do not invest in professional understanding, nor do they think about how to refine and create the value of the content. In fact, you can tell whether there is thought put into the content by simply looking at the content.

I won’t take screenshots here, you can go and have a look. A lot of the content has confusing logic, messy logos, and rough images...not to mention those that cost a lot of money but ended up producing content that is neither good nor bad. This is also a manifestation of lack of ideas.

4. Add some "logo"

The content on the Internet has some characteristics, or features that are helpful to the value of the content, including tag aggregation, interactive display, etc. In order to stand out among so much information, in addition to adding specific logos to aggregate traffic, it is also necessary to use the logos repeatedly so that users can gradually form an impression.

IP-based operation is a relatively common identification method for content visualization. When doing content operation, it is necessary to have IP awareness, integrate IP into the content, and continuously expand the influence. A more obvious example is the cartoon image of Uncle Tongdao. Every content is presented through this cartoon image. Even if the content is "washed" to other places, it becomes a way to strengthen the IP impression.

In addition to using tags to aggregate traffic, another way to add tags is to repeatedly display similar content to strengthen it. If you keep producing the same type of content, gradually there will be users who demand the content, fans will appear, and the content will become distinctive.

Uncle Tongdao occasionally makes a stable series of themes based on the 12 zodiac signs, such as "Virgo in the eyes of earthlings", "Cancer in the eyes of earthlings", etc. As long as you stick to good themes, you will always attract a group of loyal fans and users. Especially the series classified with fan attributes can quickly acquire the first batch of high-stickiness fans.

There are many, many more ways to add some spice to your content, and there are even more creative ways. It could be changes in the logical presentation of the content, or changes in hardware that drive changes in content, or changes in the roles of the user in the conversation that lead to changes in the emotions of the content.

No matter which one it is, it needs to keep changing and not do nonsense. On the premise of making the content valuable, then start to add some "stuff" to the content. On the premise of solving user needs, then enrich the process of users enjoying the content.