New media operation: graphic design, in-depth IP creation

For operational promotion, the most important thing is to establish connections between the company and users and the public. Therefore, how to set up marketing content is critical. Only by creating marketing content that users like can it be popular. Next, I will start from three aspects.

Title Design

What attracts visitors most? It is the title. Only a good title can attract the attention of viewers. Only if your title is attractive enough, viewers will click to read your article. Therefore, how to set the title is very important. Therefore, every marketing operator must master the skills of title creation. In this chapter, I will tell you some related matters about title drafting and some precautions before writing a title, etc.

01. The role of the title

I believe that when you browse various articles, we will definitely be attracted by the titles of some articles, and then you will open the article with curiosity. So it seems that if you have an attractive title, you are already half successful. A good article title has the following functions:

Refine the content of the article;
Arouse readers' desire to read;
Increase click-through rate and traffic;
Win more popularity for the operator.

02. Principles of title creation

Measuring the quality of a title not only depends on whether it is attractive, but also includes some other principles. Only titles that follow these principles can be excellent titles. Then there are five main principles of title creation: substitution principle, novelty principle, inclusion principle, phasing principle, and keyword combination principle. Next I will explain them one by one.

transposition

When drafting article titles, operators should not only think from their own perspective, but also from the reader's perspective. In other words, think of yourself as a reader and think about what search terms you would use to search for the answer to this question if you, as a reader, wanted to know the answer to this question. In this way, the article title written will be closer to the reader's psychology, and the article search ranking will be higher. When writing article titles, operators can first enter the relevant keywords into the browser for search, and thus find many answers to various article questions raised by readers. Then find out the rules of writing titles from the top-ranked articles, and then apply these rules to the titles of the articles they want to write.

novel

It is very important to make the title of the article novel, because after the operator publishes the article, he needs to go through some in-depth research before deciding whether to pass it. The platform will check the article for plagiarism during the review. If the operator's title is the same as that of other articles, it will be judged as non-original by the platform, and the article may not be passed. Therefore, when writing the title of the article, you must pay attention to the principle of novelty in the title. There are actually many ways for operators to make their article titles novel. For example, you can choose to use the form of a question sentence, such as your title is "Are you still worried about losing weight?" "Do you know these diet matching techniques?" Titles like this kind of question sentence will be more likely to arouse people's curiosity, thereby attracting the attention of readers who are troubled by this issue. The title of an article should be as detailed and meticulous as possible, so that it can give readers a more credible feeling and will be more attractive. For example, you can add specific numbers to the title to give readers a more intuitive feeling. Things that involve the readers' vital interests should be directly expressed through the title. Such interests can be matters related to the readers' daily lives, or they can be content in the article itself that can bring benefits to readers. This kind of interest-based title has a good drainage effect.

Included

If an article wants to be valuable, it must first be included in the website. Only included articles have the possibility of being disseminated. Articles stored in your own computer are of no value. An article with a good title is more likely to be included in the website. The most important point of website inclusion is originality. Therefore, operators must create new titles for articles on their platform according to the website's inclusion principles. In addition to being novel, they must also keep up with current affairs, hot topics, and buzzwords. Only in this way can they be quickly included in the website. When writing titles, operators can first put the written article topic online for inspection. If many similar titles are searched, they should consider changing the wording.

Phased

One thing that operators should be clear about is that if you periodically include some soft-text advertisements for your own products in your articles, then you have to consider that readers at different stages search for different keywords for the products involved in the article. Accordingly, when writing article titles, you should also add different keywords to the titles based on the stage the customer is in, so that you can achieve marketing effects.

Keyword combination

Keywords are the magic weapon for article traffic. On various platforms, articles with multiple keywords as titles usually have a high reading volume. Articles with only a single keyword in the title will not have as good ranking influence as articles with multiple keywords in the title.

03. Reflect the main idea of the article

A good title reflects the content of the article. The title can directly reflect the quality of the content. There are many ways to measure a good title. If a title cannot make the reader understand what it wants to express at the first glance, then the reader is likely to think that the article is not worth continuing to read, and therefore will give up the idea of reading to a large extent. After analyzing the results of whether the title of the article reflects the main idea of the article, a set of concepts have been sorted out. If you can reflect the main theme, then you will be able to find the value of reading and read further, and finally collect and share it. However, if you do not reflect the main theme, then you will not find it worth reading and will not read and browse it, and finally unsubscribe. Therefore, after analysis, you can see that whether the title of the article reflects the main theme of the article will bring different operating effects to the operator's article. Therefore, when the operator chooses a title for the article, he must pay attention to whether the title can reflect the main theme of the article, and capture the viewers through the main title.

04. Use keywords wisely

As mentioned before, when writing titles, you should follow the principle of keyword combination. This way, you can increase the "exposure rate" of the article with more keywords and make your article appear in front of more readers. In this Xiaojie line, let me introduce to you how to use keywords in titles. In addition to making the article available to readers who have already followed the operator's platform, another purpose of the writer is to attract potential readers. Only by continuously attracting the attention of potential readers can a stable growth in popularity be achieved. Therefore, when writing article titles, full consideration should be given to how to attract potential readers. Article editors should consider whether the keywords contain roots in order to make good use of keywords in the title. Here I will explain the meaning of the root word in simple words. For example, the title of an article is "Teach you how to quickly learn PS cutout in ten minutes", then in this title "PS cutout" is the keyword, and "cutout" is the root word. Based on the root word, we can write more titles related to cutout. This is the wonderful use of keywords.

Image Design

If we want to make the pictures on our platform attractive, as long as we do the following points right, we will be able to attract the readers' attention.

Color matching should be appropriate

The appropriate color matching of pictures can give readers a pleasing feeling. For some platforms, the appropriate color matching of pictures requires two points:

(1) The picture is bright in color. When choosing the color of the picture, you should choose a brighter picture. Many readers hope to have a relaxed and pleasant atmosphere when reading an article, and do not want to read in a depressing environment. Brightly colored pictures will not give readers a depressing and dull feeling, but will also bring readers a relaxed reading atmosphere. Simply put, the reason why brightly colored pictures bring more clicks is that they make readers feel bright, and thus they will choose to read the article after they become curious. In the end, as your readers increase, your click-through rate will also increase.

(2) Appropriateness with the content of the article: When selecting images, the platform needs to consider whether the images are appropriate with the content of the article published on the platform. If the content being pushed is relatively somber and rigorous, it is necessary to select images with colors that match the content, and avoid using images with colors that are too bright, as this will make the overall look less harmonious.

Pay attention to the number of pictures

The number of pictures and texts pushed; the number of pictures and texts refers to how many articles are pushed by each platform every day. We may usually find that some platforms send several articles a day. The more pictures and texts are pushed on the platform, the more side pictures will be used; the fewer pictures and texts are pushed, the fewer side pictures are used. Whether it is a single picture and text push or multiple pictures and texts, they have their own characteristics. Single picture and text; fewer side pictures are used, and the number of articles pushed at the same time is also small. The quality of the articles will be higher, which is more conducive to readers to read each article carefully; multiple pictures and texts; more side pictures are used, and the number of articles pushed at the same time is also large. The official account conveys a lot of information to readers every day, but readers receive very little valuable information.

In terms of article typesetting, there will be situations where there are more or fewer pictures. The number of pictures used in article typesetting will bring different experiences to readers. The difference is that if you use a small number of pictures when typesetting your article, your entire article will look simpler and the pictures will take less time to load. If the article is too long, readers will easily become impatient and give up reading. If you use more pictures, the content of the article will appear more vivid, and readers will not suffer from visual fatigue due to too many words when reading, but the loading time of the pictures will increase.

Three functions of pictures

For a new media operator , it is important to know the power of pictures on the platform. Pictures can make articles more convincing and increase readers' satisfaction with the content of the article. Generally speaking, there are three functions.

(1) Display product details. When you want to promote or advertise a product on the platform, you can display it in the article through pictures and add corresponding text descriptions to achieve good publicity effects. At the same time, when using pictures to display products, you can make the product look more creative through product packaging and text descriptions to attract readers.

(2) Make readers feel involved. Merchants can put pictures of customer purchase dialogues and user experience pictures of products in the advertising articles promoted by the platform. This will allow other readers to integrate into the transaction process and create a sense of involvement. They can imagine themselves as customers, and imagine themselves consulting before purchasing the product or expressing their feelings about the product after using it. This allows them to experience the customer's mood. This is actually the sense of involvement that pictures can make readers feel.

(3) Visualize the product effects. Pictures can convey information to people, and the information conveyed by pictures is the most direct and can be deeply rooted in people's hearts. When pushing articles and products, pictures that are suitable for the advertising copy should be embedded. Only in this way can consumers intuitively see the appearance of the product and also be able to use the product's effects in advance. This is the product effect that pictures can visualize. When people decide whether to buy or look at the product, they will decide whether to buy or not after seeing it. Through pictures, consumers can see the effect after use, which can impress readers and make them want to buy immediately, thus facilitating transactions.

Platform push notes

1. Push information at the correct time;

After editing the content, a difficult problem faced by the operator is to grasp the timing of promotion, when is the most appropriate time to send it, and which time point has the highest reading volume. As we all know, when users publish some articles, there is a rule, that is, the articles posted later will be in front of the first ones, that is, the display order and the order of information sending time are just the opposite. Whoever updates last will be at the top, so choosing some appropriate sending times is very important for some operators.

2. Preview first and then push;

No matter what software you use to edit the content of the article, you must preview the article! So when you preview, you should check the following aspects: