How to thoroughly implement content operations? These three new media experts gave 15 pertinent suggestions!

What kind of text style can users read most? Is it chicken soup or emotion? Or is there a more attractive style?

Why is it said that 80% of good content is wasted on titles? What kind of title concept should we have?

What are the 5 rules that most of the good content that is spread wildly by users follows?

Three senior new media experts in the industry provided 15 pertinent suggestions on how to thoroughly conduct content operations based on their years of work experience.

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Use storytelling style to let fans see the bottom

Mentor: Qinglong Laozei, founder of WeMedia, a self-media alliance, special mentor of Mantou Business School , and WeChat operations expert.

When it comes to creating content, I think the best way is to tell stories, because storytelling has the lowest cost for users to understand.

I have summarized 3 points here.

☞ Why are story-telling styles more easily accepted by users?

1. The story is novel, interesting and full of conflict

For example, this article "Are you hungry? Let me tell you a story" uses a very interesting storytelling method to advertise.

2. Alternative interpretation

For example: "Five Great Poets in Jin Yong's Works Whom You Often Ignore" does not talk about how powerful so-and-so's martial arts are, but tells the story from a very special perspective, giving people a refreshing feeling.

3. Evoke collective emotions/memories

If you have good content, you must lower the cost of understanding so that your users will be willing to read it to the end and share it. For example, Gu Ye, his fans are following Gu Ye’s advertisements every day. He is not writing advertisements, he is writing stories. He tells you stories every day, and users can understand what he tells. Very novel and fun. Put the advertisement that does not feel out of place at the end, and your fans will help you spread it.

☞ What pitfalls should you avoid when writing content?

1. Cut the crap

Many new media practitioners like to do a lot of groundwork at the beginning of an article. It is useless to be too long-winded. You have to consider that users use fragmented time to view content on their mobile phones. They will become impatient if there is too much content. Therefore, many articles in public accounts will have many subheadings. What is the purpose of a subheading? The purpose of subheadings is not to summarize, but to allow users to browse quickly.

2. An article only talks about one topic

If the theme is not strong and cannot be strung together, users will feel it is scattered and will not be able to truly understand what you want to say.

3. Titles can be ambiguous

I think the title can be ambiguous, but not vulgar. If the article is too vulgar or has too vulgar a title, users will be hesitant to share it. Your title is too explicit, and many users may not share it.

4. The story can be weird, but not too low

You can tell stories in many new and strange ways. Just like Gu Ye, a lot of the content in his articles is very weird, but you think a lot of it is very grand because he put a lot of world famous paintings in it.

5. Try to keep a consistent style when creating content

When creating content, you must give users a fixed routine, because they are already accustomed to watching this type of content. Several successful self-media outlets today, such as Shenwanfawu and Hu Xinshu, are very standardized.

However, there is a problem with being too standard. For example, the writing style of Liu Shenleilei and Gu Ye has been solidified. Users will feel that there is no novelty after reading too much fixed content. Moreover, most self-media only have one public account. But for corporate self-media, you can operate more accounts and produce things of different categories.

If the title doesn’t attract the audience

You have wasted 80% of your energy and time.

Mentor: Chen Wei, former content operations director of Zhenghedao and current CEO of Yuanjing Technology.

Advertising guru and founder of Ogilvy & Mather, Ogilvy, once said that the number of people who read headlines is five times that of those who read the text. He was referring to print media, namely newspapers and magazines.

When it comes to new media and public accounts, how many people should be there? It is estimated to be far more than 500 times, 5000 times. Because when you read a book, even if the title doesn't attract you, you will still read it. But on the official account you basically only read the title, so the brilliance of the title directly determines whether the value of the article has been realized and whether it has been viewed by users.

If your title fails to attract the audience's attention, it is equivalent to wasting 80% of the advertising cost. For those who create content, you have wasted 80% of your energy and time.

☞ 4 important principles for writing titles

1. Be simple, don’t beat around the bush

Users are lazy and intuitive. Don’t let them read things that they have to think about over and over again. Instead, say it directly and get to the essence.

We have many cases. For example, when Rui Chenggang got into trouble, we wrote an article that we reprinted. The original article has very few clicks and few people pay attention to it. But we made a direct judgment at that time, called "Rui Chenggang fell in value system", which received more than 400,000 clicks. We must bring out the essence of things and dare to make judgments.

2. Details, characters, and data

Many of us have switched from traditional media to new media, which is a big difference. For example, when we looked at the cover of "Chinese Entrepreneurs" before, if there were only a few words on it, it would not work on new media. For example, in the example we gave, important people and data must be reflected in it, and there must be details .

3. Suspense: Arouse the reader’s curiosity

For example, in the few cases we did before, Yu Liang went to visit Lei Jun , and you would be very concerned about what they talked about in the two hours. Now you can tell the editor's level just by looking at the title of a portal website. I think many people have similar experiences.

For example, you will see articles from my former employer Phoenix.com, and I think the editing level there is very high. He was talking about Xiaomi's car manufacturing, and then the editor gave it a title, "Lei Jun responds to Xiaomi's car manufacturing." Just this one sentence is very good and in line with the communication rules of us Internet people. If it is an inexperienced editor, he might write that Lei Jun said Xiaomi will not build cars. You already know the result, will you still read this article? Obviously not. So there has to be some suspense in it.

4. Relevance: It should be relevant to the user

Xinbang has done some statistics and specifically studied the patterns of articles with more than 100,000 views. He found that articles containing words such as I, you, him, man, and woman would receive a lot of clicks.

☞ Top 10 titles of Zhenghe Island

Let me show you some of our previous data on the most read articles - our top 10 articles.

Every article with over 100,000 views is not accidental, there must be a pattern. Let’s take a look at the pattern of these titles.

The first one is: "A rare Peking University graduation speech, 535 words including punctuation, and 9 rounds of applause in 4 minutes."

The second article: "Breaking news, a liquidation crisis is finally coming."

The third article: "Jack Ma, Pony Ma, Lei Jun and other bigwigs gathered in Guizhou for just one thing." This was an event organized by the Guizhou Provincial Government at the time. Their publicity and content were particularly poor. Many bigwigs attended the event but there was little coverage online. We were very keen to notice this when we saw it. You can summarize some things in the title. Some important characters and key information must be placed in the title and not hidden in the content.

Article 4: "Rich people no longer buy houses, their money goes to these three places."

Chapter 5: Say goodbye to "Chinese-style" cleverness. We don't want to live in a society where trust has collapsed.

Chapter 6: “Why did Pang Donglai collapse?” The following is the original title, and the above is the title we slightly processed, which has more than 600,000 clicks. It was a bit unexpected at the time. Pang Donglai was not well-known among the general public, but people in the entrepreneurial circle were still paying close attention to it. We just used it directly.

Chapter 7: [Important] Anbang’s internal analysis of China’s economy in 2016: The situation is unprecedentedly complex. Our macro category clicks are still relatively high.

Chapter 8: Report from the State Council’s high-level think tank: Be aware of the huge differences between China and Japan.

Chapter 9: [Breaking News] 2016 may be the most difficult year for economic adjustment, so everyone should be prepared to live a hard life.

Article 10: Liu Qiangdong: I manage 7,500 people with just these four forms. This was a previous speech by Liu Qiangdong. We refined the content and reflected it in the title. It is very accurate, detailed, and contains data and practical information . JD.com was very satisfied with the article and soon reached an agreement on a collaboration with us after we created the title.

☞A classic creative case

The above are the titles of our top 10 articles. Let me give you another creative example for you to think about:

This is an article I read on FT Chinese website at the time. When you read this paragraph, you can think about what kind of title you would give this article if you were to write it. You don’t have to read the entire article, just read this paragraph and you will know what the article means. We later created a headline, which was highly praised by a senior media figure.

This article talks about how most of the funeral industry in mainland China is controlled by a few Taiwanese. We think the original title is not suitable for the title of a public account. Taiwanese businessmen are interested in the mainland funeral market, but it is too dull. We gave it a topic: "Born in the mainland, die in the hands of Taiwanese."

90% of the content is spread wildly by users

Follow these 5 rules

Zhang Liang: author of the best-selling book "Starting Operations from Scratch" and a famous figure on Zhihu. Vice President of Ordering Secretary

What kind of content is easy to spread? I have summarized 5 points and would like to share them with you.

1. Stimulate emotions

What kind of subscription account has the most users in the circle of friends? Many people may say that they are emotional or soul-stirring types, and that is indeed the case, because this type of public account can best stimulate your emotions.

What emotions does chicken soup for the soul inspire in us? It must be able to meet my inner expectations of this matter. For example, I think I am a very unconfident person. Chicken soup tells me that I should tell myself in the mirror every day that I must have confidence. After saying this for ten days in a row, you will find that you are indeed more confident than before.

There is also Mimi Meng , whose article "To the Bitch" has spread all over the circle of friends. Why are her articles so widely circulated? Because her content fits the user's emotions. Most people are ordinary people. I stand up and use my articles to speak for you and inspire your emotions. At this time, I will be recognized and my content will be easily spread.

2. Professional content

The most typical and iconic case is "Under the Dome". Or it could be said that this is content that looks very professional. Some people say that the content itself is not very professional and a lot of data is questionable. But during the Lunar New Year, she brought up the topic of smog, which really set off the social network at the time. Although it was banned in the end, we can still see that this so-called professional content can spread a lot in a short period of time.

3. Social Currency

Throughout the entire social media, the content I spread must be equivalent to representing what kind of person I am. What is behind who I am? Birds of a feather flock together. If I love something and am professional at it, it will definitely attract people around me with similar interests to pay attention to me.

4. Spokesperson

It is very simple to talk about being a spokesperson. It means I endorse something or other, or even I endorse myself. Where is the spokesperson thing most common? Some social events. The recent Kuaibo trial was extremely popular and gave rise to many classic quotes. Who is the spokesperson here? In fact, the speech made by Wang Xin, the founder of Qvod, in court was speaking for some otakus, including some Internet practitioners, because he mentioned that technology is innocent.

What were later widely circulated were many of the quotes said by Wang Xin and his legal team in court. It can be seen that a spokesperson can also effectively promote the virality of content.

5. Practical

Speaking of practicality, I don’t know whether health-preserving content should be defined as practical, but this type of content can indeed inspire emotions in many people and will be widely disseminated.

For example, DingXiang Doctor, if you follow their subscription account, you can see that each of their headlines has over 100,000 views. Why can they reach such heights? Because his content is very professional and practical. Including guidance on medical drugs and other content, can provide practical help to readers. Since the content they provide is authentic, scientifically certified, and the most professional and practical, it is no surprise that it is widely circulated.

In order to do a good job in content operation, Xiaoxian, a former senior content operator at Baidu, summarized a 43-page PPT to teach you how to do content operation from scratch. Reply "content" in the background of the "Mantou Business School" public account to get the 43-page heavyweight PPT.

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