Tips for selecting topics for new media operations in 2020!

When operating new media , there are two major problems that cannot be avoided.

One is the title and the other is the topic. First comes the title, then comes the click, and the topic selection direction comes first!

Topic selection must be something that every operator has to do on a daily basis. Of course, it is also probably the most troublesome thing. It’s okay if you have built your own topic bank, otherwise you will be selecting topics, selecting topics, and selecting topics again from morning to night.

I worry all day long: I can’t think of a good topic, all the topics have been written by others, which topics are of interest to users... Especially for novices, they may not know where to start and can only think hard.

Regarding content selection, I have previously shared some practical methods with you, including:

Decomposing the knowledge system required by users, establishing a hotspot library, looking inward at one's own account data, looking outward at other accounts, using the nine-square grid method to select topics, using the mind map method to select topics, etc.

Many friends gave good feedback, saying that they got some clues right away and are benefiting more and more from it.

Today, I would like to recommend to you a white triangle topic selection method that can provide stable topic output. As far as I know, many mature big V teams are also using it.

I first saw this method in an interview with the famous Japanese creative genius Toshiyuki Konishi, who called it the "White Triangle Notes".

It probably means something like this:

Prepare a blank sheet of paper, set the creative theme you want, and then take three steps.

①Write down everything related to the topic on the left side of the white paper. The more detailed and complete the better. For example, if it is a product, you can list all the key features, functions, appeal points, usage scenarios, etc. related to the product.

② Forget what you wrote on the left and your product, and write on the right what your target audience may like, be interested in, and be familiar with, without considering relevance.

③Finally , combine ① and ② together, and boldly recombine them to create interesting possibilities.

During these three steps, you don’t need to worry about whether your creativity can be realized, and you don’t need to set limits for yourself. Just let your imagination run wild and think boldly, what we want is more possible ideas.

Screening and evaluating which ones are available is what comes next.

This way, you will get more good ideas.

Konishi Toshiyuki once shared an example of using the "White Triangle Notes" to come up with ideas. The idea he wanted was " ideas to attract young women to take a bath in the bathhouse ."

First, he wrote various information related to the bathhouse in the triangle on the left:

Then, in the right triangle, he wrote down what his target audience (young women) might like:

Finally, it’s about recombining the information on the left and right to create interesting ideas, such as:

1. Plastic scoop pancakes

2. Cat Faucet

3. Handsome guy locker

4. Do it on the wall of Mount Fuji

5. Coffee milk whitening

6. Handsome Chimney

7. Lion’s Mouth Divination

8. Beauty Essence Faucet

9. Chatting Massage Chair

10. Massage by the grandmother at the counter

Of course, Xiao Xilixing likes to use triangles. I personally like to write directly on both sides of the white paper. This is not the point. It all depends on personal preference.

The key points are the exhaustiveness of topic-related information on the left, the understanding of the target audience on the right, and finally the bold combination of the two.

Some of you may have already figured out that this method is not only used to consistently come up with creative ideas, but is also fully applicable to new media topic selection.

The method is the same.

On the left, write down all the content directions involved in the positioning of your new media account, and on the right, write down the things that your target audience may like, be interested in, be familiar with, and value.

Finally, a bold combination of the left and right sides can produce a large number of possible topic directions.

But before you get started, you need to answer a few questions:

☑What is the positioning of your new media account?

☑What target groups does this account focus on?

☑What problem can your account solve for these people?

☑How did your account solve their problem?

Being able to answer these questions clearly will ensure that you have a clear understanding of the positioning and target audience of your new media account, and then you can move forward.

For example, if you want to think of some different topic directions for an account that focuses on new media marketing operations. Then, it can be:

On the left side of the white paper, write down the content direction of the new media account:

Private domain traffic, KOC, event operation, fan growth, title writing, daily life of operators, content creation, user operation, etc.

Then, on the right are things that the target young people might like, be interested in, and be familiar with:

Short videos, fitness, weight loss, health preservation, handsome men and beautiful women, celebrity idols, playing games, fashion and good looks, pets, traveling, movies and variety shows, dating and love, making money, etc.

Finally, we can have fun recombining them to come up with interesting ideas.

Putting aside some conventional topics, we can definitely come up with some different ones.

For example, for the combination of private domain traffic and dating and love, the topic can be "Private domain traffic is not dating, it is passionate love"

For example, the combination of daily life and health care for operators, the topic can be "The Illustrated Guide to the Hardship of Health Care for Operators"

For example, the combination of user operation and game playing can be "how to use game thinking to make users excited"

For example, the combination of title writing and movie variety shows can be "How do those popular variety shows choose their titles?"

For example, the combination of activities and pets can be "Operator Pet Competition"

Another example is the combination of the operator's daily and fashionable appearance, which can be "The operator's appearance is also inverted by everyone"

There is also a combination of increasing followers and making money, which can be "increasing followers means making money, and increasing followers without value is useless"

…

Okay, what if we were to consider the topic based on a hot event?

Selecting hot topics requires a strong sense of the Internet. Either you are fast enough and have strong action ability, winning in terms of time; or you have to have explosive angles and quick thinking, winning in terms of craftsmanship.

Actually, it’s the same. When using the white triangle topic selection method, we also write on the right things that your target audience may like, be interested in, and be familiar with.

The only difference is that the left side can be replaced with six elements around hot spots:

1. Time (when the event occurred)

2. Location (where the incident occurred)

3. Characters (people involved in the hot topic)

4. Cause (the reason why the incident happened)

5. Process (how things happened)

6. Result (the result after the event)

In this way, a lot of ideas can be produced quickly in a short period of time.

With a large number of topic options, you can then discuss, evaluate, and combine them with the positioning of your own account to select the appropriate topic.

Finally, we can ask a series of 5 questions to finally determine the topic:

1. Does my topic fit the positioning of the official account, is relevant to users, and can it bring value to users?

2. Is the user coverage of this topic large enough? Can it penetrate into different circles of users?

3. Is this topic relevant? Are there any risks involved?

4. Can this topic generate motivation for sharing? For example, providing topics for conversation, helping others, showcasing one's image, helping with expression, and promoting social comparison.

5. Is my topic different from others? Is there a deeper level of cognition and thinking than others?

Okay, that’s all for now.

In my opinion, choosing a topic is very similar to coming up with creative ideas. First of all, you have to let go and boldly recombine different elements.

If you start thinking in circles, you can only rack your brains and mechanically apply old ideas.

Only if you dare to dream can you have dreams to fulfill!

Author: Old Thief

Source: Mumu Laozei