Compare and analyze the value of content operations in different functions from 5 areas
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One of the most common situations in content operations is that everyone pays too much attention to every word and sentence and keeps worrying about the title. It’s not that these are not important, but before that, there are some issues that need to be carefully considered. 1. Why should we create content? 2. What type of content should we create? 3. What method is used to create content? 4. Is the analysis of users and products sufficient? 5. Should the content be classified? 6. Where does the content come from and how is it produced? 7. Are there any competing products in the content? 8. How to make valuable differentiation? … The answers to these questions will vary in different content operation fields. Next, Xiaoyuan will conduct a comparative analysis from 5 areas. Content operation is crucial in these fields, but how will the value played by content operators with different functions differ? 1. New Media Field When it comes to content operation, most people will first think of the new media field, Weibo, WeChat ... All new media channels are inseparable from content, and now the traffic of a single new media channel has been broken down, and more integrated content operations are needed to maximize the value of new media. In the new media field, the core role of content operations is: 1. Attract traffic and use content to guide traffic. 2. Filter users. Different users are willing to receive different content. 3. Convert fans. Content is the detonator of fan conversion. The content on new media is fragmented, massive, and homogenized, so if you want to attract and convert user traffic, you must have unique personal perspectives and convey value. In addition, value needs to be expressed in a personalized way on different new media channels. For example, WeChat is more suitable for expressing one’s true feelings, and channels with an information background are more suitable for using keywords, and so on. New media content operations positions: For new media content operation, many companies do not directly set up this position. The most common ones are new media editors who are responsible for article writing and new media operations specialists who emphasize operations. Job Responsibilities: ① Edit content, publish, interact with fans, create topics, plan and execute activities , and maintain accounts on the company's new media platforms such as Weibo and WeChat to achieve the fan target; ② Disseminate new media content based on product and brand marketing needs and social hot events. Job requirements: ① Familiar with new media platforms, with good writing skills, topic sensitivity, and planning ability; ② Familiar with Internet culture, have a sense of the Internet, and be a heavy new media user; ③ Possess certain data analysis and user analysis capabilities; ④ Proficient in using new media content production tools such as typesetting tools and H5 production. Different types of companies such as e-commerce , media, and platforms may have slightly different requirements and assessments for new media operations, but they all rely on analyzing and refining the needs of target users, providing differentiated value, and breaking down and implementing core operational goals. New media content operation requires a high level of personal thinking flexibility, and also requires the support of product thinking and marketing experience. 2. Platform Field Content can be an aid to platform monetization or a product that helps the platform gather users. Whether it is vertically differentiated content or a large-scale content platform with an advantage in information volume, content operations will affect the platform's tone and monetization. In the platform field, the core role of content operation is: 1. Monetization: content and user activity, product value, etc. 2. Communicate positioning and form platform positioning and tone The content operation on the platform starts from content planning, content filling in the initial stage, to the stimulation, screening and push of UGC, as well as the guidance of PGC, etc. Only by allowing the platform to create a positive atmosphere with the help of content can content operations produce the expected monetization conversions. Positions for platform content operations: Column planning, content updating, review and recommendation...this is the most common working status for most platform content. Of course, some platforms’ content operations tend to be user operations , and they operate content indirectly by guiding users to share content. However, in summary, improving user stickiness to the platform, user numbers and activity, etc., is the core of the platform's content operation value. Job Responsibilities: ① Responsible for the operation of UGC, PGC and core users of the platform to improve user stickiness; ② Plan and execute platform activities to increase user registration, activity, retention rate and platform popularity. Job requirements: ① Familiar with the operation of the platform ( live broadcast , game , community, etc.); ② Highly sensitive to hot topics and good at exploring hot topics; ③ Good writing skills and good communication and coordination skills; ④ Familiar with the use of image processing tools such as Photoshop; ⑤ Heavy users of similar platforms are preferred. The platform has various types, such as live broadcast, community, Q&A, etc. On the one hand, content operation configures corresponding content and rules according to the different stages of platform development. On the other hand, it needs to operate the platform's tone and atmosphere, extract data dimensions related to content operation (DAU\UV\PV/user stickiness...), and operate content with a targeted direction and rhythm. 3. E-commerce The e-commerce field includes e-commerce platforms such as Taobao, Tmall , JD.com, etc., as well as official shopping malls operated by brands themselves. The content operation will be subdivided into many scattered but related functions, including copywriting planning, product copywriting, operation-related comments/orders, etc. Show the brand tone and product value, and cultivate and guide users in conversion. In the field of e-commerce, the core role of content operations is: 1. Communicate brand tone, convey the brand tone through content display 2. Communicate product value, display product selling point value, service value, etc. 3. Cultivate and convert users, cultivate and convert users through marketing content Content operations in the e-commerce field are generated in a sales-oriented business atmosphere. The direction and positioning will inevitably be more commercial, but the content is still to convey value and solve user needs. E-commerce content operation positions: In every aspect of user consumption, we do content planning, page display planning, rule setting, etc. to stimulate sales conversion. Job Responsibilities: ① Responsible for the planning and copywriting of e-commerce platform activities, and collaborate with graphic designers to complete the production of related pages; ② Optimize product titles, plan and copy product details pages to enhance product attractiveness, increase page dwell time and conversion rate ; ③ Track and analyze data on content pages such as store homepage, activity page, product details page, and make timely modifications and optimizations. Job requirements: ① Academic qualifications in Chinese, journalism, advertising, or marketing; ② Excellent copywriting skills, innovative thinking, and strong learning ability; ③ Strong communication skills, with certain data analysis, logical analysis, and operational planning capabilities. Content operations in the e-commerce field tend to be based on marketing + product manager thinking, constantly exploring product selling points, conducting market analysis, and converting the tone and value of the brand and product into content that users can understand and accept. 4. Network Promotion Field Promote on different network platforms to achieve traffic conversion. It is much more difficult to post external links now than before, so gradually, it has become more common to rely on content to guide traffic conversion, such as posting soft articles, doing social media communication, etc. In the field of online promotion, the core role of content operation is: 1. Traffic diversion, content exposure in traffic channels, guiding traffic conversion 2. Brand reputation and tone transmission, large-scale exposure of word-of-mouth 3. Optimize user services, layout service content in the network where users appear Some companies will set up related positions such as online public relations and SEO to carry the value of this content operation. This requires the ability to plan the layout of online content, and then upload and publish content according to the rules of different platforms, such as search engine optimization, forum blog word of mouth, press release release, etc. Online promotion content operation positions: Relevant positions must have a clear understanding of the content rules of different platforms and adapt to the rules to mobilize the platform's users, generate traffic transfer, and even direct conversions. Job Responsibilities: ① Responsible for brand promotion in external media and publishing soft articles on various information platforms; ② Responsible for SEO optimization and promotion; ③ Plan online channel activities to attract the attention and participation of online channel users; ④ Collect and organize user feedback information, and make corresponding feedback and follow-up in a timely manner; ⑤ Responsible for contacting celebrities for content cooperation on major interactive community websites, etc., to achieve the network information volume of the content. Job requirements: ① Strong copywriting skills, proficient in writing soft articles, press releases, event copywriting, etc.; ② Familiar with forums, communities, WeChat, QQ, etc., and understand the rules of social communication platforms; ③ Understand social marketing and have strong execution capabilities. 5. Brand Promotion Users are already distributed on different platforms and receive a variety of information. In the past, brand promotion could achieve very good results directly through SEM or SEO, but this obviously doesn’t work now. In addition to exposure on different channels, brand promotion also requires personalized training and education of users based on the user situation of different channels. In the field of online promotion, the core role of content operation is: 1. Exposure and traffic diversion, brand exposure in different channels 2. Improve conversion rate, optimize the delivery content to improve the effect of traffic diversion 3. Cultivate users, stimulate users to pay attention to the brand in a personalized way on different channels The content involved in brand promotion includes brand public relations content, brand placement content, brand event content, etc., and the content tends to be more marketing planning. Brand promotion content operation positions: If you search for content operation positions related to brand promotion, you will find that there are no intuitive content operation positions. Content planning is mainly the responsibility of the marketing director or manager, and the positions responsible for implementing specific content are mainly copywriting planning, public relations, etc. Job Responsibilities: ① Brand publicity and promotion work, including news dissemination, brand copywriting planning, public relations hype, etc.; ② Monitor brand public opinion and create good word-of-mouth content; ③ Edit and organize online promotion content, including promotional copywriting, promotional material production, etc. Job requirements: ① Good writing skills, strong writing ability for various promotional manuscripts and copywriting; ② News sensitivity and crisis public relations awareness, and a deep understanding of public relations and communication; ③ Possess certain market analysis and innovation capabilities, and understand project promotion and event planning. In fact, in many fields where content operations are becoming increasingly important, the relevant job positions are still relatively traditional. However, the requirements for related job responsibilities have changed. We need to use content operation thinking to create content, make the content come alive, and integrate the content of each node to play the best role. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @粉小圆 (Qinggua Media) by the author @粉小圆. Please indicate the author information and source when reprinting! |
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