New media operations: 1 formula and 6 principles to create new media content

This article will provide a systematic explanation of how to improve writing, break through writing bottlenecks, find writing directions, and provide methodological support.

1. Use the value formula to analyze the underlying logic of the content

When making a product, the most important thing is actually product definition, which means explaining in one sentence what core value the product brings to users.

Correspondingly, if we talk about the most important point in writing articles and self-media, I think it is "topic selection".

The topic selection determines the framework of the article, is the beginning of the article's value output, and is also the first determinant of the article's upper and lower limits and scope of dissemination.

Why is topic selection important? We should start with the value composition of the article.

The attention and benefits an article brings us basically depend on how much value it brings to readers.

The articles bring value to readers, who will choose to share, forward, collect, reward, and follow to encourage producers to continue writing and further read new articles to gain more value, thus forming a closed loop of value between producers and followers.

So I summarized the formula as follows:

The value obtained by a single reader = the selected topic score * (the selected topic depth score * the selected topic breadth score * the down-to-earth score * the personality expression score) * X

X is related to external factors of the article, such as readers’ comprehension, matching channels, and dissemination and promotion. It belongs to the category of user research and operation promotion, so in this article we will focus on several indicators related to the article.

Let’s break it down one by one:

2. Break through the circle and choose a large number of topics

First, let’s clarify a concept: is choosing a topic the same as choosing a topic?

Choosing a topic requires choosing a topic, but it is not just about choosing a topic. Topic selection includes at least two parts: selecting a topic and selecting a theme.

Topic is a basic point.

Unpopular topics are destined to not have many readers, and the number of article readers will definitely not be higher than that of popular topics.

But please note here that this does not mean that the value is low if there are fewer people watching, because some niche groups, such as the "high-end investor group", are not large in number but extremely valuable.

The size of the user group and user value should be viewed dialectically, and which one to pursue depends on your own business model and planning.

However, for most successful self-media, scale is prioritized over user point value, because scale can bring more dissemination opportunities, give full play to the advantages of Internet information dissemination, and the difficulty of further pursuing the improvement of user point value will be reduced.

So our tentative goal is to choose topics with a large number of users.

Generally speaking, highly professional topics will have a smaller scale, but if they are combined with more down-to-earth topics that actually happen in life and that everyone can accept, the readership will increase.

For example, "live streaming with goods" is a concept in the Internet circle, and for non-Internet people, the scale is very small. But for the female group, "Li Jiaqi" is of great significance. If you write an article "Talking about the e-commerce live streaming model from the perspective of Li Jiaqi's IP creation", you can expand the scope of the topic, and at the same time bring different new values ​​to two different groups: Internet people and female buyers.

This process is the process of topic integration, where content breaks through circles and provides value across domains. It is also a way for self-media people to promote social progress through content.

With Internet thinking, female buyers can purchase products more rationally and gain knowledge value. With an understanding of Li Jiaqi's team, Internet people can better understand the group of female users. Through this article, both groups gained new value outside their own circles.

This is the value of self-media in the Internet information age:

It is easy to complete cross-circle information communication and achieve value growth.

3. Deeper themes, deeper identification

But choosing a topic does not mean that the article is successful. It is far from that simple.

Because even when discussing the same topic, the depth and breadth of what each person can talk about is different, which creates another difference in the core competitiveness of the article: "theme value."

For example, let’s talk about Luo Yonghao and Douyin live streaming sales.

In a shallower level of depth, we can talk about Luo Yonghao’s basic background, as well as the basic concepts and business model logic of Douyin live streaming sales.

Going a step deeper, we can analyze what is the essential reason behind Luo Yonghao’s cooperation with e-commerce companies in live streaming sales?

Going a step deeper, we can analyze the impact that Luo Yonghao’s promotion of products has on the entire industry, and what the future trends will be?

Deeper topics and more thorough viewpoints can stimulate readers’ thinking and identification, and establish an initial mental connection with readers.

4. Broader topics, more reposts

In terms of breadth:

We can analyze Luo Yonghao together with other things in a field, which will produce the synergistic value of the two parts of information.

For example, if we put Luo Yonghao and Banfoxianren (refer to my article) together for a comparative analysis from the perspective of their essence, that is, "the attributes of product managers and risk control", the breadth and amount of information will be expanded.

But more information is not necessarily better.

The more information there is, the heavier the article will be. If the average information value is not high, or the synergistic value generated by multiple parts of information together is not high, then the cost-effectiveness of the entire article will be low.

The more novel, profound, and intense the topic of the article is, the more new ideas and new value it can provide to readers, and the more likely it is to be forwarded and recognized by readers.

The broader the topic, the more satisfaction it can give readers, encouraging them to convert this feeling into social currency and share the article.

5. Use practical information to make the article more down-to-earth

The down-to-earthness of an article is often supported by the amount of practical content.

The dry goods refer to practical methodology and case summary sharing.

Views and ideas can be quickly accepted by people, but they tend to be abstract and can only give people a sense of enlightenment, but are difficult to guide action.

Although methodologies and practical information are boring, they can support readers in taking action and make the article more down-to-earth.

Therefore, the content of the article often determines how much value it can bring to readers in their future daily lives.

Practical information needs to be digested, absorbed and verified in practice, so compared to the what you see is what you get of opinions, it needs to be tested through practice, and the verification cycle is relatively long.

Therefore, often the content of practical information and methodology will not lead to forwarding but will lead to collection.

6. Personalized expression style brings a full personal IP

Furthermore, for different articles, there are different ways of expression and styles of expression.

Most argumentative articles do not necessarily have to be as sophisticated and perfect as writing novels, but they can still be expressed in different styles.

For example:

The novel and humorous style will attract curious and young readers.

The concise and capable style can attract rational, ambitious and idealistic readers.

In the long run, if you stick to your own style of expression, you will gradually accumulate readers and build a fan group related to your style attributes.

At the same time, in turn, a fuller and more complete image of the author is established in the minds of this fan group, and this image is the foundation of our personal IP.

With personal IP, there is the possibility of breaking the circle.

By further expanding one's own expression style and content outside the circle, one can make one's personal image more complete, and the interaction between readers and authors more frequent and diversified. It is not just a relationship based on attention and reading of the article, but gradually becomes a highly sticky relationship of recognition and interaction.

But this relationship cannot last forever. Without iteration in topic selection and expression style, readers will easily fall into aesthetic fatigue.

In order to iterate your topic selection ability and expression style, you need to have sufficient input, otherwise you will not be able to create new content.

Therefore, it is necessary to create a closed loop of input and output so that producers and readers can enhance value together.

7. Use input to iterate creative value

Then the input method can be gradually improved according to the items in the formula we mentioned above.

To improve the "ability to select topics", you need to pay attention to the problems in people's lives and the demands of various groups, which can be obtained through online communities, social platforms, entertainment platforms, etc. Pay attention to the real things happening that everyone cares about. Only in this way can we select topics that touch people’s hearts.

To improve the "depth of the topic", you need to improve your vision and experience so that you can provide more unique and in-depth insights. You can read books in various fields, which will become part of our decision-making model and view model when looking at topics and problems.

It is very effective to improve the "breadth of topics" and refer to other people's views and opinions in addition to exploring more. Being able to integrate information from other people's opinions, comments and discussions achieves value integration.

To improve the "down-to-earth attribute", it is necessary to continuously accumulate experience in the process of practice. A person who has worked on e-commerce products talking about e-commerce is definitely more down-to-earth than a layman. Practical experience can make our ideas and opinions more practical, rather than just remaining on the surface of abstraction and theory, which will make the theme value of our article more substantial.

There is actually no particularly good book to refer to when it comes to improving your "expression style", because the best style is your strengths + the style accepted by your readership. Once you have acquired some basic principles and methods, deliberately practicing a specific style is the only way to grow.

Summarize

In summary, using product thinking to analyze and iterate your life is actually based on users, breaking down goals into several key indicator steps, such as in writing:

1. User spread level
2. Collect, like, forward, follow, reward
3. User stickiness

According to these indicators:

• Find the corresponding product touchpoints (article topics, themes...)
• Analyze the most basic influence relationships (breaking circle value, personal IP, practical information and opinions...)
• Further define the product (big topic, deep and broad theme, down-to-earth, stylish)
• And form an iterative closed loop (how to improve through input)

This kind of product thinking can also be transferred to other scenarios and other projects in life.

If you are interested, you might as well start by studying the Feynman learning method, try writing, and use writing as an example. Use product thinking to plan iterations and form your own input-output closed loop. You will benefit a lot.

Author: Product Art

Source: Product Art

Related reading:

1. How to go from entry to mastery in new media operations?

2. Tips for selecting topics for new media operations in 2020!

3. Five key points of the new media operation matrix!

4. New media operation: Find hot spots in 3 directions!

5. New media operation user growth skills!