"Operational methods in the post-product era" How to do content operation well?

Let’s first define content operations :

Everything that our eyes see can be called content. But from an operational perspective, different content requires different operational strategies. For example, there are information content, practical content, and miscellaneous content. These are all content.

So how can we present this content better to users, that is, sell the product to users and make them want to accept it? This is the topic we are discussing today: how to do a good job in content operation?

In fact, the content operation tips I wrote today, from push to end of push, this entire process is a content operation process. I will use some means or planning to make it easier for you to accept my ideas, thereby increasing the content value of Internet products, creating user stickiness, and activating operational content that has a certain promoting effect.

First, we break down content operations into four key words: content collection, content presentation, content dissemination, and content effect feedback.

1. Content collection: Content collection is the first process of content operation. For the time being, we will position this role as the editor of a traditional newspaper. A good editor needs to determine the direction of the writing, clarify the theme and meaning of the writing before writing. The general direction needs to be determined before adding flesh and blood to it. Similarly, content operations need to determine the content’s positioning, content source channels (UGC or PGC or other forms), target groups, significance and function, etc. After clarifying these major directions, we can start preparing for the next step.

Content presentation

2. Content presentation: Content presentation is the process in which operators arrange the content and present it to users. This mainly involves the title, layout, illustrations and the content itself.

a. How to create an eye-catching title?

The title is the eye of an article. Most users will decide whether to proceed to the next step after just one glance at the title, so here are some common ideas for making titles for your reference.

Emotional Arousal:

You can never wake up a person who is pretending to be asleep, and you will never affect a person who has a blocking attribute. Now that the messages in the circle of friends are annoying, who will care about your advertisement? It’s none of my business and is stuck on everyone’s forehead. The title, as the face of the content, must stimulate others. Only by arousing the emotions and stimulating the interest of passers-by can they focus their attention on you.

Human nature: Any title that cannot arouse other people's emotions is sexually cold. Things that can fuel or alleviate people's emotions such as laziness, lust, greed, curiosity, and fear are everyone's interest.

In addition, clear-cut opinions or views that challenge authority can also create a chemical reaction in people's emotions.

"Products for minors, the taste is really unique!" 》

"Working overtime late at night, I didn't expect that this time... "

Are you still moving bricks? He has made money without doing anything using this method.

Dramatic Effect:

The legend's eye-opening feeling is largely due to drama. The dramatic effect is to create conflicts in the title. The onlookers are all in the mood to watch the fun, and only the excitement brought by conflicts can arouse people's curiosity.

Conflict: Life is always dull, so everyone has a backlog of daydreams or bizarre, melodramatic events in their hearts. Using the abnormality or irrationality of things in the title can cater to this potential psychological need.

"Why is a newly graduated intern embarrassing you who has been working for 3 years?" 》

"Has the Internet celebrity status of live-streaming sleeping hurt you, an unknown person?" 》

"Traveling around Europe with a monthly income of 1,500 yuan, this is how this post-95s person does it"

Benefits presentation:

If you don’t even give me spicy strips, who would want to play with you? Directly tell others the benefits that the article can bring. See if your article can entertain, educate, or show off. This will highlight the "pain point information" that users are most concerned about, and can quickly attract core groups of people.

Numbers: Numbers can quickly achieve the effect of highlighting key points or categorizing. The three methods and five suggestions can invisibly help others refine the content of the article, giving people the sense of déjà vu that they can grasp the truth of the world in the time it takes to pick their feet.

"5 pictures to tell you how bad it feels to be single in your 30s"

《18 steps of craftsmanship, but I’m just a sticky note》

"Take these three magic weapons for copywriters to turn the tables!" 》

b. How to choose illustrations?

There are some guidelines that must be followed regarding illustrations: 1. The image and text must be relevant, and images cannot be placed randomly. 2. Try to use high-quality pictures. 3. The size meets the layout requirements.

c. How to format?

The requirements for typesetting vary depending on personal aesthetics, but the following guidelines must also be followed: 1. Divide into multiple paragraphs and do not mix them in the same paragraph. 2. The line spacing is appropriate. 3. Don’t use fancy fonts, just use an appropriate size.

d. How to create high-quality content?

In fact, no matter how eye-catching the title, layout, and illustrations are, the most important thing is the content itself, so it is very necessary for operators to provide high-quality content. At this stage, the Internet is changing rapidly. Content that is close to hot topics is more attractive to readers, and practical content is more in line with users' appetites. Both UGC and PGC need to be considered from the user's perspective.

3. Content dissemination: how the content reaches the users. After writing an article, do you promote it through forums, official website channels, or WeChat , Weibo, Tieba and other communication channels? In addition to primary dissemination, secondary dissemination is also very important. In fact, for some product operations, the effect of secondary dissemination is far greater than that of primary dissemination. For example, the article I wrote today, "Operational Strategies in the Post-Product Era", how to do good content operations? 》 It was first published on Jianshu, and then my fans saw it and thought it was good, so they shared it on WeChat Moments for more people to see. This forwarding process is a secondary dissemination (so you know, if you think it’s good, just forward it decisively!)

4. Content effectiveness feedback: When the created content is disseminated through communication channels, does it reach users immediately? What are the users’ feelings after seeing the content? How many clicks ? How many readings have you received? Various questions arise, so how can we evaluate the effectiveness of content operations? Here we need to use the core weapon of our operations - data.

We will not expand on the data here, but will talk about a few data dimensions commonly used in content operations: number of visits from a single IP address, page dwell time, bounce rate, number of likes, number of favorites, etc. These are all key data that must be analyzed.

With these data, after analysis, we can decide how to implement the appropriate operational strategy next. Using data to feedback the results is a more reliable analysis approach, which will be beneficial to the improvement of subsequent content.

Mobile application product promotion service: APP promotion service Qinggua Media information flow

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