How can content operations play their own value?

Content operation is becoming more and more important, so what exactly is content operation? Is that the editor? If it is not a editor or copywriter , then what role does content operation play in a company?

Those who have placed ads will have a feeling that when a certain channel is still enjoying traffic dividends, ordinary content can also generate a good ROI. When more channels appear and more and more advertisers appear, the conversion rate of the same content will drop significantly. At this time, content operations personnel are needed to reverse this situation, not just copywriters or editors.

Checking the social circles, accounts, and news every day, everyone's attention is scattered by various contents, and it is difficult to feel connected. Once the user's impression of content lacks systematic connection, conversion will be very difficult. If you want users to focus their attention and make further conversions along the corresponding guidance trajectory, this also requires content operations.

1. What is content operation?

There is a difference between content operation and copy editing. Content operation focuses on how to serially deliver corresponding valuable information based on different users.

1. Content operation is a content system for cultivating users

During periods of concentrated traffic, copy editors only need to do a good job of individual content. But now traffic is not only fragmented but also highly competitive, and the lack of conversion rate for relevant content has made it difficult to gain an advantage in attracting attention.

Establishing a content system means building a system for cultivating users.
On the one hand, multiple contents can appear frequently to occupy users' attention and time, thus generating information economies of scale; on the other hand, the system's content can guide users toward set goals.

2. Treat content as a product

Porter-style content editing is already in crisis, and the trend is to operate content with a product mindset. Content-based platforms such as Toutiao have weakened their porter-style editing behaviors and started to transform into providing users with personalized content acquisition solutions. Use product ideas to operate content, just as content also needs to be iterated and upgraded, content also needs to match channels and pay attention to user experience, and content also needs to be personalized to solve user needs...

2. Functional Status of Content Operations

Content operation positions are so important, but in most companies, content operation positions are still set up in a very traditional way. For example, e-commerce companies often set up content operations positions as copy editors, who are mainly responsible for text editing and lack responsibility for overall operational goals, let alone applying operational and product ideas. Ultimately, even if the content is very high-quality, users will not buy it.

There are also some companies that will classify content operations as part of the duties of operations personnel, of course! As a professional operator, you must have certain content operation capabilities, but many ordinary operators easily fall into a dilemma, that is, they have the ability to operate content systems, but lack the ability to compile content quality.

Content operation requires bringing product operation thinking into text , but given the current state of the industry, it is still mainly undertaken by operations personnel. Of course, there are a small number of editors who have operational capabilities, but there are actually not many of this type of people.

3. Capability requirements for content operations

Some people would say that as long as I can write, I can definitely do well in self-media . In fact, it is not necessarily the case. Self-media has higher requirements for content operation capabilities. There are also company leaders who would say, I will find a editor, or a more advanced person called a copywriter, and then I can do the brand's new media , self-media, and platform content. The result of this kind of thinking is often that time and manpower are spent on doing things, but the conversion is very embarrassing.

The requirements for content operation and editor are different, and the professional qualities are also very different:

1. Content operations require operational thinking

The operational thinking mentioned here focuses more on: combining users and content channels to deeply operate the value of content. A editor may only need to edit the article and update it in accordance with the requirements, but content operation requires thinking, "what is a good article", "what kind of users the content is for", "what is the appropriate frequency of update"...

2. Content operations require copywriting skills

After the content system is laid out, for each single point of content to truly impress users and create real value, the quality of the content - the ability of the copywriter - is still needed. It’s just that this copywriting ability is combined with operations, and is based on deeper exploration of user needs, value mining and refinement . This is what people often call a copywriter with a monthly salary of 10,000 yuan. Now that users’ way of thinking and reading habits have changed, the content must of course be adjusted accordingly, whether it is down-to-earth or literary. The important thing is to start from the perspective of combining users with values.

4. How can content operations bring value to the table?

Content operation will play a role in multiple core nodes in the conversion chain. The performance of content operation value can be judged from some operational data, but the truly effective judgment still needs to start from the intrinsic value of content operation.

1. Content operations should be based on specific circumstances and build a corresponding content system

Users have different channels and methods for receiving content. If you want to cultivate users’ recognition and conversion of value in multiple dimensions, you need to make content appear within the scope of users’ attention at an appropriate frequency, which requires building a corresponding content system. Building a content system is also the design of a user traffic transfer route. Content can attract traffic, but when users are attracted, their requirements for the corresponding content will be different. If the content is irrelevant at this time, the user traffic chain will be broken.

(1) The content system needs to consider user experience: the content needs to meet the requirements of user experience

Different users have different conversion stimulus points. For example, some users will make a purchase after seeing an ad, while some users will actively look for a lot of reference content after being exposed to the ad before deciding to buy. Therefore, when building a system, we must consider changes in user behavior and user experience.

In addition, some content is excellent from the perspective of the editor’s copywriting, but this does not mean that it has a good user experience, just as the effect of the traditional one-draft publishing is getting worse and worse. Therefore, when editing content, you should also consider the user experience.

(2) The content system should be set up in accordance with the actual personality: different contents should be treated differently but still be relevant.

The personality mentioned here first considers the user's individuality. Today's users tend to have personalized needs for content acquisition, which is why many information platforms have begun to provide personalized push notifications for each individual. There are also many WeChat public accounts that classify users and push different content based on users with different attributes. This is more user-friendly and prevents them from unfollowing others because they see too much red dot information that is irrelevant to them.

In addition, there are many content tools , platforms, and channels involved in connecting with users, which can be emails, advertisements, WeChat pictures and texts... and users have different reading habits on different platforms, so the content they accept is definitely different. When establishing a content system, it is necessary to consider the individual characteristics of the content, so that the content can be displayed differently on different channels, truly achieving the purpose of "impressing" users.

2. A single piece of content also requires deep operational investment, depending on the conversion rate of the specific content

I usually pay attention to the content matrix of some brands, but I see this situation in many of them: the operation of WeChat public accounts is very detailed, but when you look at the related forums, they are really a bit sloppy. This may be because many companies do not have enough energy and cost to invest in operating multiple channels, but by looking at Xiaomi's performance in related channels, you can see where the gap lies.

Some companies say right from the start that they want to create a forum, a community, or their own media because everyone else is doing it and they are afraid of missing out on the benefits if they don’t. However, the content system is not intended to be widely distributed, but to connect users in the most cost-effective way. If we ignore the refined operation of individual content in order to expand our business, we will only end up with half the effort and twice the results.

In addition to the textual level, refined content operation also requires the content to be operated as a product. Initial launch and continuous iteration make the content generate value. This is not something that can be achieved through beautiful typography or wordplay .

(1) Content initialization phase operations: determine content sources and control content quality

When the content is launched, it will go through an initialization phase, and later there will be a datafication phase that needs to match the user's personality. Content operation is to understand the needs of users at different stages in a timely manner and configure corresponding content.

The content operation strategy in the initialization phase is similar to the product launch strategy. Seed users can be invited to contribute high-quality content, or rules can be set to guide content generation. The content in the initialization phase has a great impact on later content changes. Once it goes astray, subsequent adjustments will be very difficult. Therefore, in the initialization phase, it is necessary to set the dimensions of the content and use rules and operational methods to control the content.

(2) Content data stage operation: Push different content to different people

When content operation enters the personalized data stage, this is the period that is most different from traditional editing. During the initialization phase, the editor can take on the role of filling in the content. However, as the number of users increases, they are no longer satisfied with standard content and begin to pursue personalization.

Just like information platforms, user traffic is getting bigger and bigger, and the time users invest is constantly being compressed by a large amount of information that is designed to "satisfy everyone's needs". A single user is "wasting time" on too much irrelevant content and can only choose other ways to get the information "I want to see" faster.

The data stage is to provide personalized content based on data analysis . This stage will also stimulate the generation of UGC and PGC. This is the stage that truly tests the content operation capabilities. In addition to ensuring that different users receive content of the same high quality, it is also necessary to ensure that the content obtained is personalized. These are operational thinking that most ordinary editors lack.

3. Set up rules for content operations and use them to manage content

For most editors, the content rules are mainly about update frequency and topic selection direction. However, the content rules of content operation still need to be based on data, users, and products. The rules for pushing and updating content are no longer rigidly defined as once a day or a certain number of content a day. They need to be formulated based on the user's habits of obtaining content, the data performance of the content, and the product and user performance.

Many marketing accounts update their content at a high frequency, and the homogeneity of the updated content is very serious. This content approach will play a certain role during the traffic dividend period, just like when Weibo first became popular, a large number of marketing accounts gained fans. This approach also appeared during the traffic dividend period of WeChat public accounts . However, as the number of unread red dots increases, users have less and less desire to open boring content, and the traditional editors' push rules are no longer applicable.

(1) Push rules: push method and frequency

The time, frequency and method of push notifications are not rigid and unchanging. Constantly adjust the rules based on data, user analysis, and channel characteristics. For example, when it comes to WeChat public account push notifications, many people just post the content and then forget about it. However, if we operate flexibly and combine it with the data system, can we select users with high stickiness and remind them in their Moments? For users with low activity levels, can we reduce the frequency of push notifications and push more targeted content to awaken them?

The push rules in content operation are not just an assessment work, but a real way to reach users from the user's perspective.

(2) Content production rules: how to generate content, what content is needed, and what content is excluded...

Content generation includes editor-initiated content and user-generated content. For content initiated by editors, what process should be used to control the output quality and frequency of the content? For user-initiated content, corresponding rules need to be formulated to screen and review the content and guide users to publish appropriate content.

Many people often overlook this aspect, and the most likely result is that if an editor resigns or a user speaks casually, the quality and atmosphere of the entire content will eventually be destroyed. Therefore, during the entire content operation stage, corresponding content production rules must be considered.

(3) Content upgrade rules: How can content be continuously updated according to operational goals?

In Xiaoyuan's previous operating experience, in order to stimulate core users to produce higher-quality content, the company used activities that combined medals with training plans to encourage users to produce high-quality content in a targeted manner. Eventually, this method gradually evolved into a stable rule. Later, content contribution agreements were signed with corresponding users to further regulate the continuous upgrading of content.

The upgrade of content is constantly changing according to specific circumstances. The purpose of regulation is not to control but to guide, because operators need to understand how valuable content is produced better than scattered users, and then make rules that users can accept more to guide content upgrades and user progress.

5. Don’t limit yourself to a one-dimensional role

Some people, when doing new media operations , always feel that they are editors because of company reasons and industry reasons. Then they gradually define themselves as such, repeatedly moving information every day, doing the formatting, and pushing it on time.

There are also many operators who feel that the skills of an editor or copywriter are not what an operator needs to have. They just plan every day and need to assign an extra editor to each company they go to. Once this editor is missing, the quality of the content will be very poor, which will ultimately affect the effectiveness of the operation.

Based on her core professional abilities, she can then extend them to improve related auxiliary skills, so that she can be able to cope with more operational challenges and truly upgrade herself. This is the development requirement that Xiaoyuan has for herself. Regardless of whether it is for operations or editing, content operations are a necessary skill to master in light of the current trend of user upgrades. Understanding the value operation principles of content operation will be very helpful in improving your own content operation capabilities.

1. Content operation is the operation of content matching . Accurate matching creates value. Personalized content is configured between different products and different users, while ensuring that the corresponding matching content is of high quality.
2. Content operation is the operation of system relationships , with efficient connection between contents, and corresponding transfer and conversion value between different contents, so that the contents are connected and generate effect value.

If the content is not operated, its value will not be realized.

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

Author of this article@ Pink Little Rounds is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting!