How to conduct content operations in the Internet home improvement industry?

There are two undoubted points about the Internet decoration platform: content + service. It is difficult for Internet home decoration to attract users simply by relying on content operation . It requires the coordination of both content and service. Platform content is considered a basic service. Since the Internet is a sharing platform, users may enter your platform from other channels, consume your content, accumulate a certain degree of trust, and then further enjoy the decoration services you provide. Therefore, I have always believed that content operation is crucial in the decoration industry.

1. Definition of content operations

I understand content operation from the perspective of website content.

Content operation refers to presenting content to users through collecting content, organizing and editing, optimizing layout, reviewing and publishing, and personalized recommendations, thereby improving user stickiness and further optimizing the direction of content operation through user feedback (number of readings, length of stay).

2. Content needs of users in the decoration industry

Due to the complexity of decoration, it takes at least three to five years to truly understand it. Therefore, 99% of decoration users are unfamiliar with decoration. Users often have a vague concept in their hearts: what I want to decorate it like, but I am not very clear about the details. Therefore, users generally go to see the decoration renderings first; then in order to avoid being cheated during decoration, users will consciously understand the knowledge related to decoration before decoration.

3. Content Operation Construction

1. Decoration effect diagram

Why are renderings placed at the top of the user pain points? Because first of all, users will want to know what the decoration will look like and what style it should be. Users who don’t understand can only look for renderings of the decoration to see if there is a style they like. As a professional decoration website, one of our content operation focuses is to provide owners with rich, diverse, fashionable and exquisite decoration renderings.

Effect picture classification

There are many types of renderings. We need to classify renderings according to users' search habits: by style, house type, space, area, part and color.

• According to the style classification: modern and simple, Nordic and simple, classical Chinese, American pastoral, Mediterranean, mixed, Japanese, Southeast Asian and other styles;
• Classification by apartment type: small apartment, one-bedroom, two-bedroom, three-bedroom, four-bedroom, villa, duplex, etc.;
• According to space classification: entrance hall, living room, bedroom, kitchen, dining room, bathroom, study, children's room, balcony, etc.
• According to area classification: <50㎡, 50-59㎡, 60-89㎡, 90-119㎡, 120-199㎡, ≥200㎡;
• According to the local classification: TV wall, ceiling, partition, bay window, bar, tatami, photo wall, stairs, wallpaper, cabinet, sofa, wardrobe, shoe cabinet, bathroom cabinet, etc.

You can also distinguish them according to the color of the renderings. However, since the price range of the most popular home decoration choices is not too large, no distinction will be made.

3D renderings

After all, decoration is a big deal. If it is not done well, it will inevitably affect the quality of life in the future. Therefore, many owners choose to make 3D renderings before decoration and choose to see the effect of the decoration in advance. 3D renderings are the specialty of professional designers, and good renderings are not cheap, costing 300-500 yuan per picture per space, and a set costs about 2,000 yuan. But with the development of computer technology, a lot of fool-proof 3D cloud design software have appeared on the Internet. Users can arrange the design according to their own preferences and finally generate a 3D effect. Users can also view the 3D effect online, which is really shocking.

2. Decoration knowledge

Decoration is divided into several stages. What should be paid attention to in each stage, how to inspect and accept the construction in each stage, etc. Users know nothing about these decoration knowledge. In order to eliminate this desire, they are eager to obtain this knowledge. We must provide users with professional decoration construction knowledge, help users to understand decoration, let them know the basic knowledge of decoration, and avoid being cheated in decoration.

Decoration is divided into before decoration, during decoration and after decoration. Each stage has many decoration construction stages, and each stage has a lot of decoration knowledge. As a professional decoration website, it should provide users with professional decoration construction knowledge to help users understand the construction process and the basic knowledge required.

Renovation stage

Before decoration (preparation stage): house acceptance, decoration budget, measurement and design, contract signing; during decoration (construction stage): main body demolition and modification, water and electricity transformation, waterproofing project, masonry project, carpentry project, wall painting, installation completion; after decoration (move-in stage): soft furnishings, move-in preparation.

How to present decoration knowledge

As a professional decoration website, you will have a lot of small knowledge and articles under each stage, but the things presented on the front end are limited. In order to facilitate users to view, you need to change the content presentation method to help users better understand. You can present it in the form of the above picture on the content list page, and classify it in order to help users understand and view. Of course, you can also choose the form of planning special topics.

Special topic planning

Plan page topics according to the points that users are most interested in, and gradually determine the theme, subheadings, language style and content of the page. For example, "Must-read guide for moving into a new house and must-read moving precautions." The entire page can integrate the content of articles that users are most concerned about when moving into a new house. The process of special topic planning is divided into determining the theme, collecting content, organizing and arranging, reviewing and modifying, and personal recommendation.

3. Decoration Company

Users do not understand the decoration industry, and they know even less about decoration companies. The focus of decoration websites is to provide users with a display platform for decoration companies, including company name, company introduction, designers, design cases, and construction sites. Decoration companies are also the basis for the profitability of decoration websites. They cooperate with decoration companies and make money by recommending decoration companies. However, generally, the companies recommended on the website are large companies, which are relatively reliable.

Choosing a decoration company tests the decoration qualifications, design level, decoration quotation and construction quality, etc. However, the content of companies recommended on decoration websites on the market is not very good. Users can only rely on their own experience or introduction from others. When recommending decoration companies, word of mouth is often very important.

The content operation work of the decoration company section is still a long way to go. The focus in the future will definitely be to display more information related to the work experience of the decoration company's relevant designers, design cases, construction sites, etc., and introduce the decoration company's current construction sites. In the future, the live broadcast function may be added so that you can see the construction site at any time.

4. Renovation Diary

The purpose of the decoration diary is to find real owners to update their own decoration process, share the problems encountered in the decoration process, and help everyone understand the entire decoration process. This is the most ideal content operation realm, but most websites cannot reach this level, so the early decoration diary content is collected and organized by website editors.

The key to a decoration diary is authenticity: authentic language, authentic pictures, authentic emotions. As long as the editor uses his or her own authentic language, there won't be any big problems. However, it is indeed not easy to edit a large number of diary articles. In the medium term, the registration entrance will still be open, and an incentive mechanism will be added to guide owners to update their decoration diaries.

5. Decoration service

Content operation belongs to the basic consumer service. After all, decoration is still about decoration services. What users care about most is whether you can provide practical services for my decoration, whether the company you recommend is reliable, whether the design level of the person you recommend is good, and how to ensure the construction quality. These are the contents that users care about most, and this is also the core competitive advantage of the enterprise, but it is best to provide differentiated services so that you can win in user comparison.

For example, everyone is talking about providing three free design plans and quotations, can you provide quotations for four plans? This is your advantage; for example, users are very concerned about apartment design, after all, it is related to the user's living environment throughout their lives, and apartment design tests the designer's ability. Can you provide professional personnel to come to the site to measure the room and design it, such as more than five years of design experience, national qualifications, etc.? This is also your advantage.

Everything must be fed back by data and operating costs. You can try to provide users with different new services, but you have to pay attention to whether users are interested in this service and whether they can afford the cost. As a professional decoration website, you have to measure whether the final benefits of doing so are worth it.

4. Content operations have a long way to go

Currently, Internet decoration is in a rapid development stage with a large market size. It is a good development opportunity for small Internet companies, but they need distinctive content operations and service supporting facilities. In the early stages, they simply and crudely attracted users and strongly recommended company services, and the user experience was not very good. The standards of the Internet decoration industry are not yet standardized, the rules are not transparent enough, and the services are not user-friendly enough. There is still a long way to go in the operation of Internet decoration content. I always believe that the future will definitely be an era of deepening content and optimizing services.

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