Do you think you can do a good job in APP content operation just by writing articles?

Is content management difficult? Someone said, give me a pen and I am a content operator; someone else said, give me an Internet cable and I am a content operator; the last old man said, never think of things too simply. yes! Things are far from that simple. If I give you a pen, you can be a content operator with original ability, but have you ever thought about what to do if your output reaches the ceiling one day? If you are given an Internet cable, you will become the porter of the Internet, but have you ever thought about whether the lack of innovative content will affect the style of the product?

Content operation is to give users what they want to see

Can you do a good job in APP content operation just by being able to write articles? Things are far from that simple. It may take a few days to develop a new feature of an app, and this feature can be used until the market is lost, but what about an article? We believe that in order to cultivate users' reading habits, it is often necessary to expand content on a regular basis, in a quantitative and high-quality manner for ten years, and to provide users with content that they want to see and like for ten years.

For example, in a church wedding, the biggest headache for the newlyweds is how to decorate the church on that day. Which kind of flowers to use? Is the dress Western or Chinese? ...Why do these problems arise? Because we want to give guests what they like and want to see. At this time, the guests are your users, the wedding is an event, and the church itself is like your product, carrying the responsibility of user entrance. When users come in, they will first browse through the various functions of the product. Whether some functions are useful or not is another matter, but if the users are not interested in the content presented on the surface, they will choose to leave. Just like when we go on a blind date, isn't the first thing we look at appearance? If we are not satisfied with the appearance, we may never contact each other again after breaking up.

Therefore, we need to have the following points to do content operation:

Content operation is not just editing, but also a builder who coordinates the entire APP content direction. He needs to do a lot of data analysis , such as the browsing differences of different types of articles, the browsing habits of users of different genders, etc. Some APP companies will also let operations be responsible for content delivery on multiple channels, such as WeChat public accounts , Weibo, Sohu self-media , Toutiao , etc. At this time, we also need to study the performance of different types of articles on different channels, conduct continuous AB testing, and then deliver content in a targeted manner based on the preferences of users on each channel.

Why does APP need content operation?

I always believe that no matter what kind of APP it is, it needs a great content operation. For example, Xiao Chen has a functional APP for checking the physical health index, but he found that the average user login time does not exceed one minute. Later, he found that Xiao Zhang also had an APP of the same type as his. After using it, he found that Xiao Zhang's APP had an additional knowledge channel about life and health knowledge compared to his APP. Then he suddenly realized that users left immediately after using the core functions of his APP, but when using Xiao Zhang's APP, users would also browse the articles in its knowledge channel, which not only increased the user's online time, but also induced users to share articles, thereby promoting the growth of APP users.

The above examples show that if the core functions of an APP are supported by relevant high-quality content, the effect may be beyond expectations. Qinggua Media APP Promotion Platform found that a large number of users like to use fragmented time to read. Therefore, our idea is how to enable users to use our APP to read in fragmented time. (The following figure shows the content page of each well-known APP)

From the picture we can see that WeChat selects several hot news every day, so that they can be read on social platforms. Baidu Knows has introduced the high-quality content of Dao Daily, so that information can be read on the question-and-answer platform. Tencent Maps pushes content in a targeted manner, so that functional apps can also read it. The apps of the Internet giants have all put a lot of effort into content operation. How can we stand still? Even if users like to read in fragmented time, the only thing we can do is to satisfy them.

Time to push high-quality content

As mentioned above, content operations must constantly explore users’ reading habits, reading time, etc. Most users like to read in fragmented time, such as on the bus to work, during lunch break, on the way home from get off work, during meal time on weekends, etc. When analyzing our own data, we should also focus on analyzing the push time of competitors so as to choose the correct push time node. The figure below shows the time nodes for news delivery on WeChat in a day.

They are around nine in the morning, around twelve in the afternoon, and around seven in the evening. Among these three time periods, Qia Qia is the node where users are most likely to have fragmented time. In addition, I personally suggest that during weekends, it is better to choose lunch time to push news. The news pushed on weekends should be precise rather than too much. After all, users are resting. They are busy sleeping in the morning and entertaining themselves at night, which means that noon is the time when fragmentation is most likely to occur.

After reading this article, everyone must have discovered that there is actually not much explanation about how to write original articles, because originality is one of the basic qualities of content operation. In fact, whether it is original or reprinted, the most important thing is to have your own point of view. There is an implicit connection between the article and the product. I once saw an example where all the articles on a website were copied from other websites, but the operator made his own comments on the content of the articles at the end of the articles. Because his comments are sometimes humorous, sometimes spicy, and sometimes harsh, they attract a lot of users. Therefore, being able to write articles will definitely add points to content operations, but it does not mean that those who can write articles will definitely do a good job in content operations.

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

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