Universal template for beginners of new media: I don’t know what content to create for my official account and it always goes off track. What can I do?

What I said here is basically applicable to all public accounts . Even if I didn’t explain it well, I still recommend that you use it well.

What content to produce for a public account has always been a concern for operators . Especially for beginners, they don’t know where to start.

Even many veterans often fall into this trap and easily go astray from the content!

How to break it?

In fact, there are guiding standards!

We always say that official accounts should provide users with valuable content and be able to help them solve problems. Is that right?

Well, this is a standard that everyone agrees on. However, if some problems are not solved, it is possible that the recognition standard will be useless.

Ultimately, what valuable content should be provided? What problems does it help users solve?

Is there a reference standard for this?

some! This is what Mumu Laozei shared with you:

1 Provide 3 types of content and solve 3 problems

Everyone has different needs for content, but there are three types of content that everyone needs:

1) Everyone needs skill guidance and practical content.

Any industry and any group of people have corresponding skills, methods and practical suggestions.

For example, "How to quickly get an offer from a potential company", "6 tips for writing a hit article title ", "Easily teach you how to solve the problem of your computer not booting up"...

2) Everyone needs content that can comfort them, relieve stress, or help them express themselves, or even vent their emotions.

Because modern people are under tremendous social and family pressure, and it is getting greater and greater. Everyone has emotional, mood or mental problems of one kind or another, many of which accumulate in the heart and need to be digested.

So, emotional accounts are very popular now. There are more and more of them, too many to count. Almost everyone follows one or two of them, and everyone is very receptive to them.

Because my emotions were comforted, I could say what I wanted to say, resonance was generated, and I found similar groups.

It is worth noting here that funny content also belongs to this category. It can help us relieve stress and forget unpleasantness.

3) The third one is hot news and industry information.

In this era of information explosion, almost everyone suffers from information anxiety.

Therefore, information news has always been the most important content section. Everyone watches the news, and every industry has its own news.

Hot topics and following hot topics are an extension of the information category, and also utilize the influence weight of news.

In addition, strange news also belong to this category, which also enrich our social information. There are also quite a lot of people who produce this kind of content. Although the quality of fans is not that high, the quantity is large.

Since everyone has a strong demand for these three types of content, the content that a public account can provide is:

☑ Write opinions and provide skills guidance.

for example:

"Don’t wait until 50% of your advertising budget is wasted before reading these 8 suggestions that were earned through hard work and tears!" 》

How to insert multiple animated images into a public account? I mean all the animated images play automatically! 》

☑ Writing about emotions and mentality can help comfort the soul.

for example:

《I don’t want to please anyone, even though I know how to please! 》

"You are so awesome, you deserve no one to pay attention to you!" 》

☑ Writing about hot news can relieve information anxiety.

" Mimeng was lucky to be banned, but the banning of 25 public accounts including " Care for Gossip Growth Association " and "Poisonous Tongue Movies " was tragic!" 》

"shock! WeChat launches another major feature! The spearhead is directed at Toutiao ! 》

To sum up, users have: knowledge anxiety + emotional anxiety + information anxiety.

Our content is mainly intended to help users solve these three anxiety problems.

On the other hand, current public accounts must be personalized. The presence of practical information, emotions and gossip will make the personality of this account more complete.

2Think about 3 key items

Believe me, you won’t go wrong if you think carefully about the contents of these three directions.

However, there are 3 points you need to pay attention to to avoid going astray!

1) The output type of the official account must be determined.

Do you want to create a public account that provides practical opinions, news and information, or emotions? This needs to be determined in advance.

Because the output type of your official account directly determines the proportion of the above three directions of content in your official account. If you want to create a practical official account, then the most important content should definitely be practical opinions, and its proportion should be higher.

If you post emotional inspirational stories every day, wouldn’t that be a deviation?

For example, Lao Zei’s account is about sharing practical opinions and insights, and basically most of the content is about practical opinions, practical skills, etc. Then there are news and information, and finally the smallest proportion is emotional.

Of course, I personally feel that there are too few emotional contents on the account. A person with emotions can be more three-dimensional.

2) The output content insists on vertical refinement and in-depth cultivation.

Don't pursue big and comprehensive, it's good enough to do small and beautiful, this is a trend.

Now almost all self-media platforms regard verticality as a key factor in judging the quality of an account. The verticality directly determines the scope of your official account content, so don’t make it too broad.

Take the contents of these three directions as an example:

The practical opinions are definitely the subdivided skills in your field, such as operations, copywriting , makeup, and dressing.

Emotional mentality also needs to be subdivided. Although most of the emotional demands of modern people are similar, the emotional demands of different groups are different. People in the workplace have their own worries, operators have their own worries, those born after 1995 have their own worries, and young parents also have their own worries.

So, emotions can move people, but don’t express the wrong emotions.

Not to mention news hotspots, because we have always emphasized the correlation between news and public account attributes.

You must be clear: when it comes to news information, each industry has its own news, and each group has its own topics of concern.

For hot topics, the stronger the relevance, the better. Don’t have an emotional account broadcasting the NBA Finals every day.

3) The output content is consistent with the personalized positioning of the account.

Personalized positioning is to humanize the content, quality and services of the official account to distinguish it from other accounts, thereby helping users perceive the account through a character model with distinct personality, rich emotions and concrete impressions, and increase their favorability and trust.

This is also very important. What kind of person do you want to portray through your official account? Is it an uncle or a young beautiful girl? Is it serious or cute and funny? A friend or an expert? What are his values ​​and interests? etc.

This directly determines the writing style, illustration style, expression form, language characteristics, content tone, etc. of the above three directions.

Moreover, everyone has their own values ​​and aversions, so some content is bound to violate the values ​​of the official account, and it cannot be selected, otherwise you will be considered a person without principles.

To sum up, these three points are:

☑ Determine the type of public account, which solves the problem of the proportion of the three types of content;

☑ Adhere to vertical refinement, which solves the scope problem of the three types of content;

☑ In line with one’s own personalized positioning, this solves the problems of style, value, and tone of the three types of content.

3. Ask yourself 2 questions

After solving the above problems, you have determined the tone of the official account content, the image you want to create, the official account type, and the vertical direction of the content.

In this way, you will have a reference and guiding standard for creating content.

You no longer have to think all day long about whether to create this content, whether that content is good, etc., worrying about all kinds of things and wasting time.

To make this work more efficient, you can ask yourself two questions.

Please note that this question should be asked before and after the content is written, that is, it should be asked before the topic selection, and also after the content is written and the pictures are added.

The first question is, can this content solve the target users’ anxiety?

Does it provide practical skills guidance? Or can it help comfort the soul? Or can it alleviate information anxiety?

Of course, you can have both.

The second question is whether this content has gone astray?

Does it conform to your distribution of the three types of content? Is the same content too frequent?

Is it your vertical niche, and is it relevant to your vertical positioning?

Does it fit in with your account’s personality positioning? Are the values ​​of the content itself the same as yours? Is the style of the finished text consistent with the past? Is there any way to break away from the existing personality image?

Ok, after asking the question, if you get a satisfactory answer, then keep it up; if you even give a bad review yourself, then you know what’s going on.

In this way, over time, this kind of thinking will be formed, and the content of judgment will be made in an instant, and it will become an automatically triggered ability.

Make it your own "superpower".

In a word, it is to provide practical skills guidance, help spiritual comfort, and alleviate information anxiety based on the positioning of your own official account.

Such content is more reliable and practical.

Moreover, based on the changes in the Internet over the years, such content is more likely to survive and last longer.

Okay, that’s all for now.

Do you remember what I said at the beginning? I suggest you think about it carefully, there is no harm in it, and I won’t take your money anyway.

In addition, it is applicable not only to official accounts, but also to other new media platforms.

above.

The author of this article @木木老贼 is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting!

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