Content operation belongs to the persuasion line and is the engine that convinces users. This article will explain content operations in a simple and in-depth manner from a basic level. This article is a basic article.News, content, content marketing , informationThe meaning of content is very broad.Everything we see can be called content. However, from an operational perspective, different content requires different operational strategies. Therefore, I unscientifically divide content operations into four types: information type, practical type, marketing type, and information type.
information
Information is time-sensitive content. For example, news, purchase information, job openings, etc. Normally, most posts in communities are also effective. When users are no longer interested in discussing them, the value of the posts disappears, so posts are also a kind of information. Similarly, current affairs comments disappear as the news hot spots disappear, and are also classified as information...In the early days of Sina, Chen Tong established an operating model for Sina Information: massive and rapid. With just these four words, Sina became the leading portal.
Practical Tips
Useful information refers to content that has a long life cycle, has lasting value to users, and will not disappear with the passage of time. It is content that serves the interests and hobbies of users.For example, books are a typical type of valuable content, and some books will remain popular for a long time; recruitment websites contain information about resume writing and interview strategies; some knowledge sharing content, etc.Practical content gets its effects from operational strategies, cannot be imitated , can form a competitive barrier, and generally has a certain depth and high viscosity.
Content Marketing
Content marketing must serve the business itself. It has a strong purpose, such as promoting sales and massive brand exposure. Through creativity and planning, and in a way that users are not disgusted by, we can guide as many users as possible to generate the business behaviors we expect. Therefore, content marketing focuses more on business and conversion.For example, soft articles are a typical type of content marketing. Currently, a new way of writing soft articles is popular: planning a soft article with a strong storyline, inserting advertisements to attract users to watch, and doing brand display or new product announcements. I call it a magical soft article.Another example is the product details page of an e-commerce website, the product manual and brand introduction of a corporate website, etc.
information
So, how do we convey these contents to users? One of the carriers is information. We use information to inform or persuade (motivate) users to come, which is "information extraction." Information is a general expression of content that reaches users directly. The first thing users receive is information rather than content.Information is divided into two categories: promotional materials + information architecture1. Promotional materialsThat is, to convey the expression of business intentions, with the goal of prompting users to take further actions to achieve our desired goals.Such as the main title, subtitle, and visual design of the marketing activity page; promotional copywriting such as emails, text messages, and App PUSH; reminders such as marketing activity product entrances, internal letters, and notifications; sharing and forwarding copywriting, sharing pictures...2. Information architecture is the structure of the product, single page, article, etc.The main responsibilities of product information architecture are:Help users find the information they need more quickly, such as: content classification, keyword tags, site maps, etc.; provide guidance when users have questions, such as new product information wizards, user task process tips , customer service classification question systems, etc.; content management, such as CMS systems, tag systems, navigation systems, dictionary systems, etc.The information architecture is relatively fixed, the optimization cycle is long, and a lot of manpower costs are required. Therefore, an experienced information architect must be an authority in a certain industry and have a high salary.Single Page Information ArchitectureThe first thing users see when they open a product page is information, such as slogan, page layout, logo, copy, color, etc., which determines whether the user's perception of your product is clear or confusing.Information architecture for a single articleFor example, the article abstract, you can decide whether to read the article just by looking at the abstract; the article hierarchy, use bold, large font, italics, etc. to present subheadings, etc.In a word: information is the outpost and management system of content, and a carrier of intention communication.How to be user-centric when creating contentIn a book, are the words the product or is the paper the product? The answer is self-evident: users buy text, not paper, so text is the product, and paper is just a carrier for presenting stories, added value, or an operational element that drives users to buy. And it may be high value-added. So, e-books have revolutionized paper. Rather than the fate of paper books.Since paper is a carrier, it is replaceable. So for content-based products, the content is the product. When the content is moved to WeChat official accounts, the carrier changes, but the content does not change, so WeChat official accounts are also content-based products.Of course, the carrier that carries the content also needs some functionality. Good product features can add icing on the cake to the content and improve user experience. For example, for reading apps, the quality of the layout is closely related to the user's choices. Therefore, products and content complement each other and together constitute content-based products.Therefore, content is the product, and content strategy is product strategy. Products should be user-centric.Don't impose your worldview.The biggest difference between content operation and web editing is that editing is self-centered, while content operation focuses more on user preferences and needs, and creates content based on the target users' access behavior and interests.I was born in the 80s. I once wrote the above Weibo post and was instantly scolded by people born in the 90s. Because people born after 1990 seem to like Guo Jingming more.This is where I make the most mistakes.I often look at users from my own perspective. The business I deal with most is with college students, so I often use my job search and exam experiences to do user research. For example, I am poor, so I think all college students are poor. My mobile phone has 300M of data, so I assume that users also have 300M. I work part-time to earn money, so I think users are also keen on part-time jobs. I don’t play games , so users definitely don’t play games either.This caused me to fail many operational rounds.Avoid professional vocabulary and follow the user's cognitive structureProfessional vocabulary refers to those professional terms that can be found in encyclopedias. Remember, users are non-professionals. What users want to know is whether your product can perfectly solve their problems, rather than treating your product as a scientific research project. Users don’t have time, so we need to take the time to refine the product highlights to a level that is “understood at a glance”.There was a case where a person who was an editor opened a restaurant, and the menu had "Baomei Rou". It turned out that this was "the dish on the upper right side of the menu", and its position was like Baomei. So it is named Baomeirou. Only people in the newspaper industry know this.Avoid being boringThe purpose of content operation is to please users and make them feel like geniuses. Otherwise, if you artificially create cognitive load and cognitive pressure on users, they will leave.This is why more and more content marketing is now taking the form of storytelling. The real effort of content marketing is to let users accidentally fall into your business insights while reading your story and willingly forward your ads. Those companies that still talk to themselves are gradually aging under the offensive of content marketing.Avoid talking to yourselfInstead of talking about how good your product is, it is better to package and display the good evidence, such as case studies, videos, etc.A resume is a piece of content marketing material that is obviously self-contained, and few people do not falsify it. Talking to yourself is not as good as "what he said", so inviting friends and colleagues to comment has become a viral method to attract new users.What is content strategy?Nowadays, there are more and more "twin" content products. But after a period of competition, some products will always stand out. The reason is that the focus of content-based products is no longer content construction, and the level of content operation begins to determine the success or failure of content-based products.Content operation evolved from editing. Some strategic editors began to try to get results from driving factors other than content, such as following hot topics to select topics, and how to combine content to maximize the effect. For example, what content to recommend on the homepage at what time, how to recommend different content to different users to personalize content, which recommendation combinations bring extraordinary business value, etc., which posts in the community are hotly discussed and have a high number of comment interactions, thereby defining the main content direction of the community, etc.In a narrow sense, editing is aimed at individual articles or posts, and involves proofreading, revising, and stratifying articles (dividing the article into blocks, and extracting different valuable information from different blocks, which is very similar to extracting the central idea of the article when studying Chinese textbooks), etc.; content operations are aimed at the articles, posts, videos, and audio content of content-type products as a whole, and focus more on data guidance, combining different types of content, and segmenting users to achieve the desired goals.1. Content production and editing, which is generally undertaken by editors;2. Content strategy, the job title is called content operation. Sometimes content operations do not produce content themselves. His work:Responsible for production plans, guidelines, publishing schedules, content presentation, information architecture, effect monitoring, user research, etc., responsible for the overall content operation traffic goals, retention goals and content quality, and manages the content team (mainly editors and reporters), which is equivalent to the role of an editor-in-chief.Let’s look at two typical JDs for different positions:
Editor job requirements:
1. Have good copywriting skills in the Internet direction, be good at operating creative titles and planning article content;2. Control the quality of manuscripts, have the ability to write independently and control the company's external text content;3. Have a good sense of professionalism and teamwork spirit, and be good at communication;4. Be able to independently complete the docking with the project team, complete the project marketing promotion plan and various copywriting;5. Have a keen sense of social hot spots, and be good at writing viral content based on social hot spots and events;6. Be able to independently complete the planning, writing, and modification of creative content until the push is completed, and be able to grasp the reading trends of different types of content;7. Graduated from marketing, Chinese or related majors, bachelor degree or above, 1 year or more of relevant work experience;
Content Operations Position Requirements:
1. More than three years of experience in Internet product content operation , those with industry operation experience are preferred;2. Understand user psychology, be able to independently complete content column planning, topic planning, special topic construction, etc. around the core goals of the product3. Have excellent creative ability, open and broad thinking ability, keen insight, familiar with the Internet, have super theme creativity and copywriting planning ability, good at planning and packaging new gameplay and efficient execution4. Familiar with various modes of content operation, passionate about content marketing, and have a certain degree of foresight and innovation in content disseminationThe value of a strategy lies in achieving business goals at the lowest cost and with the highest efficiency.Minimum cost: only produce content that users are interested in;Business goal: only produce content within the business scope.I mentioned above the case of a self-study online school doing SEO . In order to achieve the traffic target, it created a lot of popular education keyword content, increasing the average daily UV from 7,000 to 100,000+, but sales did not increase. This is a wrong operational strategy that wastes time and goes against the value of the business itself.Therefore, the content operation strategy generally needs to finalize the following issues:1. How to determine the tone of the content to differentiate it from competitors?2. What content do users like most about your product?3. How to present the content in a structured manner?4. How to productize content operations?6. How to analyze content effectiveness? How does content impact business value and how can it be measured?5. How can the main site content and channel content complement each other and move toward the same goal?The following article will interpret the first four content operation strategies. The last two points are more comprehensive and will be discussed in detail in the advanced section.1. How to define a “model” for contentFan, also known as content tone, is a personalized thing that can give users a sense of belonging and expectation.For example, when I was a web editor, the BiNiuShi Forum gave me a sense of belonging. I also follow a lot of big self-media accounts. They give me a sense of anticipation, and I often look forward to their updates. I like ideological advertisements, Zhang Ailing's way of writing about desolation, and Murakami Haruki's language habits. They are all personalized in my heart.Why should the media build credibility? Because credibility is a kind of "model"; and successful communities are full of sentiment, such as Tianya, the online home of Chinese people, which focuses on the "tone" of "the bright moon rises over the sea, and we share this moment across the world."Therefore, it is important to set an example for content-based products: content is visible, but examples need to be cultivated strategically.How to cultivate tonality? We need to talk about the users’ own “appetite” and “taste”, that is, the deep-seated reasons behind their demand for content.
Similar to your own personality
In ancient times, people like Liu Yong and Qin Guan were extremely romantic. According to normal logic, they were all hooligans who molested women. But why are they still idols in our hearts even though they indulge in romantic activities every day?Why do many contemporary writers fail to become famous after writing books, but become famous after writing pornographic book series, such as Jia Pingwa's "Wasted City", Watanabe Jun'ichi's "Paradise Lost", and Murakami Haruki's "Norwegian Wood"?Why are Gu Long and Jin Yong, both masters of martial arts, giving people different impressions? Jin Yong is elegant, while Gu Long is more worldly. They both ended up becoming the pioneers of martial arts novels...In fact, each of them has a group of enthusiasts who can perceive something similar to their own personality in the products of their favorite writers. It’s just like many people born in the 80s are obsessed with Han Han and many people born in the 90s are obsessed with Guo Jingming.Therefore, to operate a content-based product, it is necessary to give the product a character based on the personality of the target users. For example, as long as the WeChat subscription account is personalized and the target users can clearly perceive the existence of this personality, it will always attract a group of fans.
In line with own interests
This is easy to understand. For example, when users go to recruitment websites, they obviously have the need to find a job; why would your boss like to share some inspirational articles with you? Why do you use Meitu ?I used to have a crush on depressed people in high school. I found that melancholy people are particularly attractive to girls because of their secretive nature. After some in-depth research, I learned that melancholy can produce an elegant temperament and burst out an unfathomable power.So I read a lot of articles on how to cultivate a sense of melancholy, with a clear purpose: I wanted to attract the attention of little girls myself.These practical skill articles are in line with my own interests.
Why do users churn?
If you recall the girls you have had a crush on from junior high school to college one by one and list the characteristics of each girl, you will find that the objects of your crush during this time period were obviously different: in junior high school, you liked girls with long hair, in high school, you may have liked girls with baby faces, and in college, maybe it was a girl wearing a white dress that made your heart beat fast. When you have more life experience, you may be more attracted to intellectual girls.So, your interests are changing, your character is maturing, and your personality is changing.This is why even the best-run content products will still experience user churn: when a user’s own personality no longer matches yours, he will return to his own personality and start hunting for another product that matches his own personality.Similarly, when your product no longer aligns with the interests of users, users will abandon you. For example, the business I used to handle included primary school to junior high school entrance exam, high school entrance exam, postgraduate entrance exam, and campus recruitment. A person only has this one need in his or her lifetime, and the user will leave after it is completed.Therefore, content-based products also have a life cycle and cannot stay with users forever. Just like internet celebrities , their popularity will eventually fade away.
The "lustful" style of operation management notes
When I was making the operations management notes blog, the tone I set at the beginning was operations complaints, so I wrote a lot of articles such as "Operations, We Must Be Excellent Streetwalkers" and "Operators' Complaints". As a result, I wrote too many complaints and it became a gathering place for operators' negative emotions.Later, I started writing serials, such as "The Career Operation Path of a Lower-Rank Liberal Arts Student" and "I am a Signature Designer", trying to impress operators with authenticity, but the response was minimal: no one cared about your experience.Later, I started with the quality of articles and began to write articles with higher viscosity and practical content, such as knowledge sharing. For example, "The Cognitive Consideration-Action Model of User Operations " and "How Operators Get Results from Copywriting" have gained me some fans, but I found that in the operations circle, some people were talking about my articles, but no one was talking about me.In order to leave a deeper impression on users, I started writing about workplace politics, such as "The Angry Operator", which portrayed the workplace as terrifying. Some people began to pay attention to the author behind the article, but it was far from my expectations.Finally, I found a position for myself: to be the most lustful person in the operations circle. At this time, my writing style changed drastically, and I began to "pick up girls by using operational knowledge." I incorporate knowledge into conversations with the opposite sex. Every article contains funny jokes, incorporating elements of self-deprecation, loser, and jokes.As a result, good luck came, the number of fans grew exponentially, and people in the operation circle began to discuss and spread my knowledge.Later I concluded, isn’t this what “people who are mean are loved” means? The fan base of those who are lustful, self-deprecating, loser, and tell jokes is the largest.Of course, this style of writing also caused complaints from some netizens. They thought I insulted women and was too narcissistic, but I was indeed making fun of myself.
The "jianghu" style of 108 website operators
Because I am obsessed with the underworld atmosphere of Hong Kong and Taiwan advertisements. So I also gave the website 108 Generals a style of a man of the rivers and lakes, a life of poetry and wine.1. The “Fan” among seed usersI think beauties are indispensable in the lives of men and women in the martial arts world. There is a considerable amount of content about beauties in Gu Long’s novels, which may be one of the reasons why Gu Long’s novels are so popular. So I need to find these beauties for a cold start. Then you will see the stories I wrote. In fact, they all have prototypes. I met with them one by one, convinced them all, and asked for their photos. Most of them are my classmates and old colleagues.Later, I set my eyes on the girls in the company, and I found that they had a natural charm and a "bait" temperament. So I tried to get close to them and helped them with their work when I had nothing to do. Over time, they started to give me all their photos.Later, a handsome guy found out about this and insisted on going to the website to operate the 108 Generals Gathering Hall page, and he wanted to be ranked first. I told him that if he introduced me to some pretty girls, he would be ranked first. He was very happy and brought me 6 photos in less than a day.This has developed into a habit of mine where every time I move to a new company, I would first check to see if there are many beautiful women I can attract.2. The “Fan” is reflected in the textLater, I focused on revising the visual presentation of the page. Since my photo editing skills were limited, I simply changed the entire forum to black, white and gray. Then the spirit of the underworld is reflected in the text.So I first wrote a recruitment post:In 2012, the year of Guichou, at the beginning of late spring, 108 people were specially recruited to operate the website, hoping to start an uprising. Thinking of talented people, they will soar high; admiring excellent people, they will attend elegant forums. coo108 has original articles and operation comments; it also has handsome men and beautiful women, and the elegant tunes of Xue and Lin, which can serve as the scene of the love affair of "For whom do I stand in the wind and dew in the middle of the night". It is better to share a room with others than to enjoy it alone. Just like an apple, it is sweet and delicious. If one person enjoys it alone, he gets one flavor. If two people share it, they get two flavors. The same is true for thoughts. By sharing one thought, everyone gains one thought. This is the meaning of gaining two tastes. Although everyone in coo108 is different and has different styles, when they have similar interests, they will be happy to meet each other and be content. Han Li was an incompetent man, but he rose up in rebellion. If you come to make snow, please sweep the flowers and wait for you!Then I gave everyone a nickname, such as Little Li Guang, Swallow Li San, etc., which sounded a bit like the underworld.3. Deliberately add “Fan” to the activityWhen I was doing activities, I deliberately imitated the style of martial arts. For example, when I was doing the first offline party, I invented the beautiful woman Murong Xuefei. I described her like this:On the eve of the gathering of the 108 generals, Murong Xuefei was overjoyed when she heard the news, so she splashed ink and wrote a large cursive script "Nian Nujiao Red Cliff Nostalgia" to congratulate the successful gathering! You may ask, who is Murong Xuefei? The answer was: a talented girl, 24 years old, wandering around Beijing, frequenting major overpasses and parks, earning a meager income by designing signatures to support her postgraduate study. Single, never married!During that time, many people asked me about Murong Xuefei. Isn't it interesting?Later, I often told stories about the underworld and the world, for example, I once boasted about a poem at a salon:Strolling along the small streets of SuzhouMy eyes wander around distractedlyAlways want to inadvertentlyA man wearing a 108-point T-shirt fell on the light branch of my gazeAfter the forum was shut down, many users contacted me and said they were very disappointed. This kind of loss is caused by tonality.Tone is the belief of an organization.4. Create a model for the best contentThe operation of the website 108 will carry a lot of my hard work. During the salon, there was no host, so I begged my wife to come out. There was no front desk receptionist, so I asked my football friends for help. In the QQ group, I answered netizens' questions in detail and used my only sense of humor to maintain order in the community. Then various street football matches, basketball games and other activities are held.At that time, there was no strategic planning or data-driven approach. Everything was done based on the operational feel, with a little bit of initiative, so we were able to do it with full confidence. The main operating ideas at that time can be summarized now, but it still has some meaning of tactical matching (the sixth sense of the operator is actually the heart is with the user):A topic brings out seed users – Online and offline event planning + content construction retains users – Soft articles + e-books pave the way to tap new users – Website operation 108 runs the event throughout, and users are converted to the groundBrief description:The planning effect of the special topic of "Catch all the website operation knowledge in one go" was completely fried out. The most critical thing was that a mind map of "Catch all the website operation knowledge in one go" was embedded in the special topic. This mind map was forwarded crazily on Weibo because of Uncle Bing's recommendation, which brought in a group of core users.This topic gave rise to the entire community. Therefore, based on the success of this special topic planning, 10 similar topics (content construction) were planned in succession; the activities in the community are dazzling: online essay writing, forwarding prizes, offline football and basketball games, salons, gatherings, etc. The planning of the event has accumulated sufficient materials for various promotional activities. In terms of channel acquisition, I used soft-article promotion channels, without any large-scale actions. I only relied on the first few soft-articles in my blog (link bait) and several planned documents, etc., and then new users came in every day. Later, I wanted to find a gimmick to convert these users into landing users (for life), so I formed 10 communication groups. In this way, users enhance stickiness.2. How to find the content that target users needIf we know what content the majority of our product users like the most, then we can create content based on the interests of mainstream users, guide the editorial team, author team, and even UGC content producers to strengthen the output of these contents, and effectively avoid wasting resources by producing a lot of content that users don't like.Therefore, it is crucial to study users' expectations and interests in product content. First, to meet user expectations, and second, to reduce costs and reduce internal friction.Generally speaking, I have used the following four methods to analyze user interests and hobbies:
Traffic Analysis
For example, in channel operation, which channel has the highest UV, PV, and average stay time can be easily discovered from monitoring tools . With these data, we can analyze users’ preferences for content access, and then optimize the direction and ideas of content construction based on these preferences.Generally speaking, when we do user analysis, we can only understand users through their behavior, access methods, etc. However, it is actually more important to understand the user's psychological state and interest trends. At this time, content analysis can help us understand the user's psychology.For example, what content does the user watch every day, what is his purpose, and how does he feel about the content we provide?
User voting method
User voting is a quantitative analysis method. Determine which articles users like based on their comments, quotations, likes, and reposts on your articles.Here is a typical example:According to statistics, there are more than 70,000 Tang and Song poems that have been passed down to this day. Among so many poems, which ones are the classics? Which works are good works that are recognized by the public? Some scholars use Internet technology to explore some of the poems that today's users are most concerned about. Take Song Ci as an example:The following is the judging criteria:Excerpted from "Song Ci Ranking List"
Taxonomy
When you organize and categorize the products you purchase throughout your life, you will discover your interests and hobbies. You will find that you will always be impulsive several times in your life.That's the beauty of classification. Classification is the cutting of time. The longer the time span, the better you will understand yourself.The same goes for understanding user preferences: by extending the user's time span and then categorizing the user's behavior, such as the information and channels they browse, you can then capture the interests of mainstream users.
User survey method
When I first started creating content for campus recruitment, I didn’t know where to start for a while. Later, I conducted surveys on WeChat and Weibo targeting fresh graduates, and finally found the focus of content operations.The Structuring of Content Products from the Perspective of CalligraphyThe word structure is both easy to understand and difficult to understand.There are many structures that can be seen in daily life: for example, a house with two bedrooms, one living room, one kitchen and one bathroom; a bank card number 0000 0000 0000 0000, a group of four numbers, etc.But the word structure becomes abstract when used in Internet products.I remember when I first entered the Internet industry, I was more interested in HTML, CSS, and JS, but I could never understand the concept of separation of structure and style. Until one day, when I was practicing calligraphy in my spare time, I suddenly remembered a sentence from Wei Furen's "Bizhentu": The structure is round and complete like seal script, and it is flowing and free like regular cursive script. Suddenly I realized something. It turns out that there are rules to follow when it comes to dividing the structure and organization of a perfect calligraphy work.This is structuring.So let me first talk about the structure of calligraphy works, and then understand the structure of the website.Structure in calligraphyIn my opinion, a complete calligraphy work has three components: technique (penmanship), composition (planning) and charm (intention).Specifically:1. TechniquesThat is the smallest element that makes up a work of art: horizontal dot, stroke, hook, and vertical dot and hook. These elements form words, words form rows (columns), and rows (columns) form works.For example, seal script is generally rounded, with uniform thickness and the beginning and end of the strokes hidden. This way, the whole work appears "elegant and smooth"; while cursive script is not bound by form, with some strokes fast and some slow. It seems to be free, but in fact it must follow certain rules, such as not flying when moving and not being solemn when still; official script pays attention to the beginning and the end of the strokes; Wei stele brushwork is calm and composed...These are the limitations of the smallest elements in a calligraphy work. This is also the difference between writing and calligraphy. Calligraphy pays attention to the font, while writing is free: whether it is loose, round and sloppy or neat and clear, everything is up to you, without having to stick to the font.The reason why many calligraphy masters have their own characteristics is due to the way they use the brush. Yan's muscles and bones, Yan's thinness and Huan's plumpness are all achieved based on the use of the brush.2. CompositionIt is also known as planning the composition, which refers to the echoing relationship between words, lines, and characters, as well as the design of inscriptions and seals.The layout consists of four parts: format, text, title and seal.The so-called format refers to the central hall, scroll, couplet, horizontal plaque, hand scroll, banner, fan, etc.; the main text is the text content that the calligrapher uses to express his thoughts and feelings, such as poetry, lyrics, etc., as well as the ink color; the inscription is the content written by a certain person and the name of the calligrapher, and there are also many requirements, such as long inscription, short inscription, empty inscription, single inscription, double inscription, etc. When writing the inscription, the host and the guest must be clear, and the font must be appropriate; there are also many rules for seal stamping, and the color of the ink paste, the size of the seal, the position and number of seals, etc. must be just right.These are all the contents of the chapter. It seems that there are many details to pay attention to. The method does not exceed the principle, and the wonder does not exceed the truth.3. Shen Yun (Intention)The reason why calligraphy works are called traditional culture is that calligraphy, like music and literature, is created to express one's feelings. Therefore, it is crucial to make calligraphy works arouse readers' emotions.There are two types of thoughts and feelings: happy mood (beautiful calligraphy, expressing feelings through landscapes, and emphasizing interest) and life emotion (bad luck or worrying about the world).These moods directly affect the calligraphy fonts you choose: cursive script is suitable for expressing personality and freedom of expression, official script is suitable for expressing landscape interest, and Weibei is suitable for expressing tenacity and calmness...The most praised "Lanting Preface" is praised as the first masterpiece of ancient and modern times, not only because of its first-class pen technique and coordinated structure, but also because it expressed Wang Xizhi's life insights at that time: a group of literati and scholars met at the Lanting in Shanyin, Kuaiji. Wang Xizhi, taking advantage of the wine, used a rat-hair brush to write impromptu on silkworm paper, with his heart and hand fluent, and wrote the "Lanting Preface" of 28 lines and 324 words, which was praised by later generations as "the best running script in the world". It expresses Wang Xizhi's lament that great things do not last forever and that "life and death are subject to nature and eventually come to an end."While we are typing away on keyboards and talking nonsense every day, calligraphy has long been buried in a desolate grave. But it is most appropriate to use the structure of calligraphy works to interpret the structure of the website.Structuring in website productsThe design of a website is similar to a work of calligraphy, which consists of three parts: function (technique), information layout (composition) and business intention (which can be understood as charm).1. FunctionFunction is the smallest element that makes up a website product. It is the coding and automation of website user needs, and reflects the product team's demand analysis and technical research and development capabilities.In today's various product forms, there are dazzling functions, but most of them are just reconstructing information.For example, social products make offline relationships Internet-based; portal sites label, channelize, and integrate scattered information; e-commerce products make product information Internet-based…To sum up, the functions generally include information release (platform products), information display (portal content page, landing page), information navigation (such as home page, channel page, list page, search), information aggregation (bookmarks, forum sections), information exchange (IM, Email, Weibo) and information management (CMS, etc.).What website designers need to do is to use information reasonably and optimally through Internet technology. The purpose is to filter information through technology according to the different needs of users, subvert the method and speed of users obtaining information, and allow users to get answers as quickly as possible in the misty ocean of information.Let’s take an example of a website function intention that not many people pay attention to, which is how the website manages emotions through its functions. Generally, when we purchase something on a website and are not satisfied with it, we always have negative emotions. There are generally two ways to deal with it: turn around and leave and swear not to come back; or go back. Several methods: Look for customer complaints through online IM and find a dedicated complaint channel. Therefore, website designers need to open such a channel for users.Of course, the highest level of website function design is to facilitate users to complete user tasks as quickly as possible.However, there is a paradox: a core indicator of the success of a portal site is user stickiness, which is reflected in the average time users stay on a page and the average number of pages visited. Therefore, we will see that many portal sites have done a lot of rogue functions in order to steal more time from users, such as turning the pages of an article several times, adding junk image browsing functions, etc. This practice is a typical crooked trick that professional managers come up with to improve website performance (if it is a founding team, they would probably not do this).In a word, the website functions must benefit users in order to achieve the website's purpose.2. LayoutA website consists of functionality and content, with business intent implied. The function has been discussed in the first point. Let’s see the content. In today's digital age, the Internet strategies of all large, medium and small enterprises are without exception aimed at making a fortune from content.The smartest and most profitable ones are search engines. The cleverness of Google and Baidu lies in making a fortune by using other people's content and making content creators willingly spend money to advertise on it.The second smartest way to make money from content is through social networks, which truly bind users to the website through sticky functional techniques (sedimentation of relationships) and conceptual rendering, and eliminate the user's switching costs from the root, cleverly kidnapping users through product functional forms.The content is messy and complex, and the reason why it can form a huge website is precisely due to the functional structuring mentioned in the first point.The website layout solves the problem of the website's overall information architecture and the layout of a single page. In this field, many professions have been born, such as information architects, page optimizers, page designers... For example, the most well-known one is the design of the landing page. The design of the landing page is the most important page. The advertisements you place and the SEO optimization you do are ultimately to direct users to the page you designed in advance, which is the landing page. Therefore, the design of this page is crucial. It is very important to consider where your business information should be placed on the page, how your shopping guide information should be laid out, and how the visual presentation should be done.3. IntentionThe so-called intention is the ultimate goal of building a website, that is, the action you most want users to take on your website.Intentions can be divided into big intentions and small intentions.The general intention is obvious, which is to hope that you will spend some money, hope that you will pick up the phone and dial, hope that you will consult online, hope that you will click on the advertisement, hope that you will contribute useful information, etc.Small intentions are intricate. Simply put, when the website was first built, it had set up various "trap" according to the behavioral characteristics of the target user. In order to complete your tasks on the website (such as browsing the information you want, ordering a book, saying hello to friends, etc.), you must follow the rules of the website usage. In this rule, there are various small intentions of the website designer. For example, if you find a person posted a post in the website operation 108, and you appreciate the article you wrote and want to express your thoughts, then you have to register to post it. Registration here is the small intention of the website operation 108 community.There are many intentions, such as filling out forms, logging in, improving information, receiving tasks, earning (points), top posts, posting, participating in events, adding (shopping cart) to place orders, etc.The intention of the portal site is very simple, which is to provide companies with performance marketing (shopping guide services or database marketing) and brand advertising through your clicks, browsing, and registration information.The intention of a 2.0 type website is to create a website atmosphere by actively creating content, causing user discussions, making friends, etc., creating network effects, and viral transmission. When the user base reaches a certain number of users, monetization methods are adopted to make profits. Of course, this intention will not give you power, but will serve user tasks.When users come to a certain website, they have their own tasks: finding friends who have been separated for many years, ordering a bouquet of flowers for their girlfriends, learning about the information of a certain mobile phone, comparing prices, etc. When the website's services solve/unsolve the user's tasks, it will affect the user's psychology changes:Wow, this website is a gooddamn website, come here for freeThis change directly affects the achievement of the website’s intention:Frequently visitand farewellTherefore, the word website optimization came into being.Website optimization solves the problem of treating guests and staying there.Many small intentions serve the big intentions. This is the familiar funnel diagram. In short, big intentions are the ultimate goal of the business, and small intentions are the actions you want to do what the website expects.The design of the website's functional modules directly combines information and strategic intentions, just as the techniques in calligraphy directly realize the author's charm and plot. Therefore, the functional design of the website is the root of the website's stability.Standards for content operation: content productizationProductization means standardization, which will allow users to accumulate cognition, and each use is a mental enhancement. To give a simple example, Feng Gong's Spring Festival Gala Show always said: I miss you so much. This is how they incorporated productization ideas during the performance. This is a strategy, and it is a forgetting curve, not an unintentional move. Repetition is easiest to remember, and remembering means being kind. Song Xiaobao is the same, "Look at your disgusting color!" is Song Xiaobao's strategy, but Feng Gong's words are in plain language and are aimed at the whole country, so they are broadcast on the Spring Festival Gala. Song Xiaobao's words have typical local characteristics, so the Northeast is its main attack position.Take WeChat as an example: when making content, we can continue this idea.1. Production of push content2. Production of graphic list3. Production of article content4. Production of release timePush content productizationDo content that goes all the way, such as making the content number of campus recruitment information, just do the campus recruitment information, or narrow the scope and become a famous company! If you don’t do other content, over time, users will have an impression: if you find a famous enterprise to recruit campuses, you will go to your account. Even the resume and interview guide are not done, but only focus on campus recruitment information.Production of graphic lists1. The article title is structured and a good title formula is made. This is very reliable when doing campus recruitment. For example, the title is standardized: xxx company + 2016 campus recruitment. Continuously strengthen the 2016 campus recruitment point.2. The number of pictures and text lists is standardized, and 4 are generally the best. 4 items are a better choice. If there is a lot of information, you can make a summary post on the last item, but the first three items must be selected for those well-known companies, which are all over the country and have a lot of recruitment! ”Production of article contentThe content of WeChat’s articles mainly consists of three parts: the beginning of the page + the content + the end of the page.1. You can implant standardized things at the end of the article page. Many WeChat accounts are 'click here to follow' at the end of the page, and then write 'you can forward it to your friends' at the end of the page'. This is a standardized thing, but it is of the guiding nature and has promotional value, but it does not constitute productized value. We can put a core value point at the beginning of the page. For example, the core value points of campus recruitment for users are: information at the first time, famous enterprises, national regions, all majors, etc., and these points are constantly strengthened, and value will be generated over time. This is a bit similar to the function of watermarks. Watermarks are a good example of productization.2. The content of the article can also be presented in a structured manner given the uniqueness of campus recruitment information. For example, general campus recruitment information is composed of these parts: company name + company profile + campus recruitment position + campus recruitment requirements + campus recruitment region + online application start and deadline + online application address, etc. These information can be presented in a standardized manner using typesetting tools. In addition, you must grasp one thing, and the most important information should be placed on the first screen of the mobile phone. The most important thing about campus recruitment information is campus recruitment position + campus recruitment region + online application start and deadline + online application address. Therefore, this information must be ranked first, and users rely on this information to judge whether it is in line with themselves, and then they will read the company profile.Release time productizationThe release time is very important. Most fresh graduates come to look for school recruitment information at night. It is between 8 and 10 o'clock. We can choose the time point of 9 o'clock and publish it at 9 o'clock every day.Okay, the basic content operation chapter has been explained, and the advanced chapter will explain in detail how the content is combined with business, content data analysis , and the formation elements of super IP.
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