A hot article has more than just 100,000 views: How to create a hot article?

A small hit article I wrote in November 2015, "Ten Thousand Words of Practical Information !" You may have read "How to Become Content from Scratch".

In addition to being reprinted by major platforms and media in the Internet operation circle, this article was also edited by Yibang Power Network, Meihua Network , and Shuying Network. The total number of readers on the entire network is nearly several million, and it has also been circulated on the intranets of Tencent and Alibaba .

It not only enabled the Operation Research Society to increase its followers by 10,000 in two weeks, but also allowed us to be invited by many platforms to produce content ( 36Kr , Huxiu, Baiketashuo , Renrenshishipinmiao , etc.). With the recommendations from major platforms, an article now has an accurate exposure of 50,000 to 100,000 across the entire network.

Writing a hit article is not just about getting 100,000+ views, but also about finding a way to connect with various traffic platforms. There are routines to follow in writing and disseminating small popular articles of this scale. I will share the entire operation process with you.

1. Determine the topic

The topic of " Content Operation " was selected based on the user feedback at the salon on Smalltalk. At that time, many users liked this topic, which happened to be what they were good at and had a lot of relevant experience.

The topic selection actually has a certain experience component in it. After being in an industry for a long time, you will have a sense of what will be popular and what will not. But no matter what, a high-quality choice will meet the following 5 characteristics.

1. Low threshold: The topic content does not contain professional knowledge and the target audience can understand it. For example, an article introducing black truffle sauce should mention the popular Lao Gan Ma.
2. High resonance: The topic is related to the target audience and helps them express their opinions. For example, regarding the recent LeEco incident, there was an article with over 100,000 views that expressed opinions for those who like Jia Yueting .
3. Get close to celebrities: The topic should be related to celebrities, and you can borrow their opinions. For example, Jack Ma ****, Robin Li *****, and Toutiao CEO****.
4. New point of view: When choosing a topic, you cannot just follow the crowd, but you should also maintain correct views.
5. Following the hot topics: This is a commonplace topic, so I won’t elaborate on it.
6. Abnormality: Choose a topic like "He graduated two years ago, has a monthly salary of 5,000 yuan, but bought a house in Beijing", which is a hot social news. The article should write about the most distinctive points.

2. Write long text and pictures

When users see your article and say “Wow, that’s awesome”, “666”, or “Must bookmark this”, then the quality of the article is basically good enough. If you want users to express such feelings, you have to write articles that they think they can't do. Either the layout design is super beautiful, or the knowledge is super broad, or the language style is particularly interesting.

If you don’t have any special skills, I suggest you choose to learn all the knowledge points, because as long as you have enough patience to study, you can basically do it. "Ten thousand words of useful information!" It took me half a month to write the article "Content Operation from Scratch".

If I were to write it again now, I would suggest that you draw a map first and list all the knowledge points before writing. Set a small goal for yourself: write a certain amount of knowledge points in a day, calculate how long it will take to finish the first draft, and then how long it will take to optimize the article (it’s enough to optimize it until you don’t want to see it anymore).

Each of my pictures and texts has a mind map

3. Layout and drawing

A good article needs to have a good form of expression. A long article of tens of thousands of words is very difficult to read, and if the layout is poor, it will be difficult to spread. The graphics here are not only for illustrating the article, but it is also best to make a PPT for the article. It is very good to use it for secondary dissemination. Remember to write a good title for the article when typesetting.

4. Graphics and text operations

"Behind the dissemination of articles are human relationships"! You need to make everyone feel that their friends are sharing this article. If your public account has few followers, you need to take the initiative to privately chat with KOLs and users in the circle to spread your article. Don’t worry about the face issue. If your content is not spread, all your previous efforts will be in vain. In addition, it has been proven that experts are willing to help spread good content, so feel free to use your face.

At this point, as an operator, you have to ask yourself, how many KOLs in the circle do you know so far, and how many of your WeChat friends are target users . There was a saying before that if you don’t have 2,000+ friends, don’t do new media .

5. Connecting Platforms

When an article becomes popular in the circle, some platforms will find you in the background of WeChat public account and apply for reprinting. At this time, you cannot simply put them on the whitelist and stop contacting them. It is best to add them as a friend so that you can continue to contribute later . Only then can the purpose of establishing a connection with the content distribution platform be truly achieved.

The research society operated in this way has been linked to most of the mainstream platforms, and basically the platforms actively invite us to join. Previously, UC subscription account invited us and gave us a special account. Using popular articles as connections is a quick way to get through the platform. If you want to do a good job of content distribution, it is best to do this. If one article doesn't go viral, write a second or even a third one (if you can write an interview with a celebrity, the chances of success will be greater) . Continue to use the same method for text and image communication operations.

When we go to war, we must use bombs to blow up the enemy's arsenal! If your public account operation is not going smoothly, it is because you lack a "hot article" that is popular in the industry.