How to plan topics in content operations

On August 27, 2014, an event known as the first fight in the history of the Internet caused a sensation on the Internet. Luo Yonghao and Wang Ziru had a fight in Chaoyang Park over various performance issues of the Hammer phone.

Youku used the simultaneous online live broadcast of this unprecedented fight in Internet history to gain considerable traffic and interaction. A total of 2.5 million people logged in to watch the fight, and more than 300,000 people watched it online at the same time, setting a record for live broadcasts and refreshing Internet video live broadcast data.

The case just shared belongs to topic planning in content operation . It is said that content is king now, so today we at the Operation Research Society Radio will tell you how content operations should effectively carry out topic planning.

Not all products can attract traffic by setting up a stage for two parties with conflicting opinions to fight each other like Youku does. Without mentioning the product attributes, just looking at the intuitive stage of the product life cycle, it can be said that the strategies for topic planning are different in different product stages.

For early stage products, don’t expect to achieve massive user growth through topic discussions (except for phenomenal products). At this stage, increasing the amount of content in the product is the primary operational priority. For new products whose daily active users are less than 40,000 and whose daily effective content interactions do not exceed 100+, it is not a wise choice for operators to increase the interaction volume through topic planning. You will face product issues where no one is participating in the topic and the lack of community content is exposed.

If you are an operator of a startup company, in order to make the topic appear more engaging, it is recommended to use a community to bring together active users to ensure the timeliness of information communication, and then promote the topic in the group in advance. This will also contribute a lot of good content to the community, but the frequency of topic planning should not be high, and it is best to plan once a week.

For example, the communication community "Operation Research Society" we created for operation practitioners now has less than 200 UVs per day. We can still use topic discussions to complete effective content output and sedimentation of operation-related knowledge, because we have a community and our topics are actually discussed within the community.

When a product no longer worries about the amount of content, it can start considering using topic planning to attract users.

When it comes to user introduction (attracting new users), what everyone probably wants to know most is how to plan event marketing topics that will create a sensation in the Internet industry. Let's take the live video broadcast of Luo Yonghao and Wang Ziru's quarrel in Chaoyang Park planned by Youku as an example to summarize the entire process of the event: create hot topics - study user discussions about products and topics (combination points) - media voice - cause other media to spread - KOL voice - introduce users to the product to participate in topic discussions.

This is a very successful topic planning by Youku. But the reality is that planning event marketing topics to attract users often has disappointing results. For brands, media coverage is enough for event marketing topic planning, but for operations, having media coverage without substantial data improvement is just self-satisfaction.

Here is an example of an event marketing case in which I once participated. In 2013, we helped promote the brand of a sanitary napkin product. We organized four female college students on campus to stick QR codes on the inside of their thighs for people to scan and follow the official account . In order to make this incident a hot topic, we invited reporters from Chutian Metropolis Daily to take photos and report on the incident, and paid university students to reprint the news on their own public accounts.

Fortunately, the next day, other media in Wuhan followed up with the report. At the same time, Weibo campus marketing accounts in Wuhan began to comment on the incident…

On the surface, this event seems very hot, but for the event planners, it has not reached the core goal of increasing the number of followers of the official account. People don’t seem to care about the product itself. They are hotly discussing whether female college students renting out their thighs is a healthy behavior?

Regarding how to plan topics for the operation of mature products, I personally prefer the method introduced below.

Operate independently developed or reuse a topic discussion tool . In the community, such topic discussion tools are more common, such as barrage, topic posts, PK posts, and live broadcast posts.

Operations can select a tool and plan topics based on predictable hot topics, such as the Spring Festival, Valentine's Day, the Olympics, and company news. After the topic planning and preparation work is completed, it is necessary to carry out pre-promotion and warm-up in advance to let the target audience know about the topic and prepare opinions or pay attention to this hot topic in advance.

In order to increase the participation in the topic, after the topic discussion begins, in addition to setting prizes as rewards, the operator can also make a special display of the user's posting frame if conditions permit. I guess everyone has seen this a lot on Weibo. Every year Weibo plans activities such as "Travel with Weibo". Then as long as the user participates in this topic, Weibo will have a special display in the information flow .

Topic planning itself is not complicated. It is a common method used by content operators to increase product interaction. However, it is found in the work that some operators are exaggerating the effects of topic planning at inappropriate times, which not only brings pressure to their work, but also brings a lot of trouble to the product.

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

The author of this article @产品簡單号汇 compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting!