JD.com and Taobao have been revamped! The golden age of content operation is here!

In fact, I had been wanting to make this alarmist statement a long time ago, not because I have worked in content operation , nor because of the rise of new media in the past two years or the capital boom in content entrepreneurship , but because of the two screenshots below.

JD Discovery Channel

Taobao Weitao

These two pictures respectively show the newly added content-based functions of JD.com and Taobao. The former is called JD.com Discovery Channel, which has already introduced excellent vertical institutional authors such as Hupu.com, Guoku.com, Diaodia, Dingdong, Penguin Food and Drink Guide, and Hippo Dentist. The latter is called Taobao Weitao, and all the recommended content comes from Taobao sellers. Here you can also see hot articles about Wang Baoqiang’s divorce and various similar products posted by sellers. It gives sellers a new way to attract traffic by editing high-quality content.

It is normal for an app to have a content recommendation section, but we must remind you that both JD Discovery and Taobao Weitao are on the homepage tab of billion-level apps. This is a very good exposure position for new features. It can be seen that content has become much more important for e-commerce products that have always been particular about cost-effectiveness.

In the past, everything Taobao and JD did was to promote "buying, buying, buying", but now, they have to retain people first, and the best means is "content". The Weitao function has turned Taobao into a shopping website with timeliness, editorial ideas and "content" as the main focus. JD has found that product recommendations have changed from cold browsing history-based recommendations to professional scenario-based content recommendations.

In addition to e-commerce applications that are focusing on content, if you observe carefully, you will find that more and more tool apps are beginning to use content to retain users (monetize) after meeting users' high-frequency and urgent needs. For example, the discovery page of Chubo Phone has a very large page for recommending hot news; the discovery page of WiFi Spy, which has over 100 million downloads, is completely like an early Toutiao.

Chubao News

Wifi spy

Seeing this, I guess those friends who are not doing content operations are starting to get excited. The golden age of content creation has come, but what should those who have poor writing skills do?

On the Internet, editors can be divided into three categories according to the way they create content: the first category is editors in the portal era who are very good at complex pasting and typesetting, also known as CV engineers (Ctrl+C/Ctrl+V); the second category is editors in the golden age of content who can discover high-quality content based on user needs in the product and perform secondary processing on the content; the third category is editors who are very good at writing and have sufficient originality.

Ever since the popularity of the "Toutiao" client, the first type of editors has basically been replaced by machines, because even NetEase, a traditional portal, has arranged editors to work on NetEase (NetEase is NetEase's self-media platform launched in 2016). The second type of editor is the editor of NetEase. Based on the development of the content industry, there is currently a huge demand for this type of editor. They should be living a good life, and they are also the editors most needed by major Internet companies. The third type of editors basically start their own businesses in today's content entrepreneurship era. They include Wu Xiaobo Channel, Mimi Meng , Shen Ye Fa Chi, Yi Tiao and other high-quality self-media accounts. These people have very strong original capabilities in the company.

The enthusiasm for new media platforms and content venture capital can be said to have given online creators with good writing skills a very good opportunity for a comeback. Now that major traffic giants are developing content functions, it can be said that this provides us with a very good opportunity to transform and contact content operations and become the second type of content editor (content operations start from editing).

Because most products are in the form of UGC or reprinting, you don’t need to edit the content yourself when operating this type of product. You only need to understand what content the product users need and how to find and introduce organizations or individuals who can produce this content. If you want to go a step further, you need to understand how to modify the title and pictures to increase the click volume of the content in the function, and try to build an automatic content recommendation system based on user data analysis .