Starting from scratch, what is the true meaning of content operation?
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"Starting Operations from Scratch" is divided into introductory and advanced chapters. The author Zhang Liang has ten years of operations experience . Today’s book excerpt is selected from the “Content Operations” chapter of the advanced edition, and is suitable for partners who have been in the industry for less than two years. The introductory chapter is too simple and is not recommended for reading. I have a lot of e-books suitable for new media operations . Please leave the corresponding book title and email address in the background, and I will send the resources to your email within 24 hours. Resource list (select up to 3 books): "Operations from Scratch", "Positioning", "Long Tail Theory", "Essentialism", "The complete set of the "Tipping Point" series, "Easy-to-understand Data Analysis ", "Stories", "The Thinking Weapons McKinsey Taught Me", and "Weaknesses of Human Nature". Content Operation Advanced Edition is excerpted from | Operation Advanced Edition from Scratch. The content is slightly deleted. – Three things at the core of content operations – When it comes to content operation, we have to mention the three core things of content operation. As long as a website or product needs content, it involves the establishment of a content supply chain. As long as it involves the establishment of a content supply chain, it will inevitably involve three parties: the website and product itself, the content producer, and the content consumer. 1. Content Consumer Positioning Positioning content consumers is the first thing a content-based website or product must do. It is the key to determining the profile of the group of people who consume content among the earliest batch of seed users of the website or product. For example, Zhihu's early content consumers were IT and Internet people; Douban's early content consumers were people who like reading; and Mtime's content consumers were movie lovers. Such positioning will determine which user group the website or product will focus on in the early stages of providing content, thereby establishing a relatively simple but direct effect evaluation system and providing a basis for subsequent operational adjustments and improvements. The positioning of content consumers is dynamic. Therefore, every content-based website or product needs to evaluate the rate at which users are brought in and the control of user selection. Users entering too quickly may result in a lack of time to adjust the content consumption positioning, and may even impact the initially established content consumer positioning, affecting the quality of content provided by the website or product and user acceptance. Typically, the most sophisticated solution for controlling access to content consumers is the invitation mechanism. The role is: a) Make people feel “scarcity”. The feeling of "scarcity" will lead to two extremes: precise targeting of the crowd and rampant black market transactions. Precisely targeting the right audience is the best outcome, but if the scarce invitation codes flow into the black market, the target audience cannot be achieved and it may even lead to user disgust and damage the brand. b) Artificially create vertical user groups or user groups with a single structure. c) Test the capabilities of content operators and content producers, and even the quality of the website or product. The invitation code itself makes potential users curious and want to know what the world behind the invitation code is like. However, if the content producer or operator is incompetent, or even if there are technical problems with the website or product, it will easily lead to low user activity and failure to activate effective user retention and activity, thus bringing bad results. Another option is a moat. This solution is commonly seen in traditional forums, where newly registered users are not allowed to post or even speak for XX hours. The advantages and disadvantages of this approach are: a) Benefits ● Prevent small accounts and water army from entering, and reduce spamming. ● Some measures can be combined to ensure that users learn relevant rules and regulations before speaking or posting, thereby reducing the occurrence of spam content. b) Disadvantages ● Tests the user’s patience. In fact, testing patience is actually testing the level of users' demand for content. ● At the same time, test the quality of the content itself. Regardless of the solution adopted, controlling the type and rate of content consumers enter is positively correlated with the positioning of the website and the product itself. The starting point is to avoid premature expansion of content, so as to ensure that in the early stages of the website and product, content consumers are a relatively fixed and simple group, making it easier for operations to enter. 2. Content Producer Retention After identifying the content consumers, we will consider who provides the content and what kind of content will be liked by the content consumers. This is very similar to e-commerce. If a brand targets female customers, it may not purchase men's coats; if a brand targets digital enthusiasts, it will accept that large appliances may only be a supplementary category on its platform. Clearly identifying content consumers is only the first step. The next step is to provide content that consumers are interested in. This content can be provided by yourself or by others, but no matter who provides it, they are all content producers. It is important to note here that if the content producer is a human, then it is necessary to maintain a relationship with the content producer to ensure that the content producer continues to provide content to content consumers. 3. Feedback Mechanism and Follow-up Strategy 1) When collecting and managing content, user feedback and follow-up strategies for corresponding feedback must be considered. 2) Feedback mechanisms and follow-up strategies can be presented in different ways according to different platforms. 3) The data mining mechanism is very important, but what is more important is the feedback and follow-up after data mining. 4) Content is not static, it needs to be adjusted and improved. 5) Content operation must have KPI, but whether it is an exposure indicator or other indicators, the significance of the indicator is not to be used solely to achieve it, but to return to guide the next stage of content operation work. – When social media and content are combined – 1. Share. This is the most basic level. Social networking is about content, which will definitely bring more dissemination and wider diffusion. There is no doubt about this. Almost all those who create content have done so. 2. Interaction. This level is actually deeper than the previous one, involving interaction between content and users, and interaction between users. The so-called interaction means that if you move, I move too. If only one party moves, it is not interaction. Interaction will improve the accuracy, richness and targeting of content, and improve user experience. 3. Trust. I won’t say much about this. 4. Loyalty. This level is something that many people can see, but it is difficult for many people to execute and ultimately achieve. When users are loyal to the content, trust is built. 5. Marketing . Many products, companies or individuals that create content often put marketing before loyalty, which I personally think is problematic. Of course, maybe some content is just for the kidneys, and can achieve marketing goals without trust and loyalty, but I want to say that a lot of content is from the heart. Especially when going for sex is becoming more and more common, going for it with your heart, although it may seem slow, may be a shortcut, and it may not be really slow. Of course, these are just my personal opinions and cannot be taken as accurate. Mobile application product promotion services: ASO optimization services Cucumber Advertising Alliance The author of this article @边铁轴is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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