How to do a good job in content operation systematically, and how can we do a good job in content op

The content is not just text, copywriting, advertising creativity. The product we see when we go shopping is the content; The rich ** that I usually see is also the content; We see that some fun h5 in the circle of friends is also content.

In general, content operation is a way for users to interact, and it is definitely not as simple as sending a few posts and writing advertorials.

For the operation of content, we need to develop our content strategy.

I'll follow the six keywords what, why, how, where, when, and who.

what?What do we need? What form do we need to present?

To develop a content strategy, we must first think about the positioning of our product and what the image of the packaging is. Expert? Customer? Or is it a good helper?

For example, our company was building the image of a welfare sister before, and based on our products, what we need to present to users is a soul, that is, "people". And this soul needs to be passed on to consumers:

A role for health, sunshine, offer publishers, and diet experts. After the direction is determined, then our content can be packaged in these four points. The point of packaging can be a ridiculous article or a short piece of beautiful shooting**.

why?Why do you need all this? Does this content make commercial sense?

Why do users care? The flip side is how we do to get users to pay attention. In fact, it is to dig out a pain point and find the resonance point of users.

For example, making furniture has been looking for the pain points of customers, what are the pain points of furniture users? **Opaque, afraid of being slaughtered; To buy furniture, you need to run through the entire store to get a room full of furniture; I don't know if it's good or not. Does this content make commercial sense?

It's hard for us to be sophisticated for a while, but it's always nourishing our brand like a subtle one.

Running from scratch is an introductory chapter.

1. Internet Operations:

1. Content operation, content operation refers to the creation, organization, and presentation of first-class content, so as to improve the content value of Internet products, and create adhesion and active generation to users.

The content of the operation of a certain promotion effect.

Positioning, **, audience, presentation mechanism, content standardization.

1) Content consumer positioning (** positioning + audience positioning + operational goals) 2) Content ** confirmation (collection or search for content producers) 3) Establishment of content standards (what content there is, how to present the content, and criteria for judging the quality of the content) 1) Screening of content quality.

2) The exposure and presentation of good content.

3) Establishment of continuous push and recommendation mechanism.

Channel selection: whether to cover users, timeliness.

Channel analysis: what kind of channel, the total number of messages sent, the total number of messages received, the number of various user actions, and the conversion rate.

4) The path and mechanism selection to achieve "self-operation".

How do you tailor your content to your users? How to produce at a low cost and high efficiency? How to find and push to target users? How do you define success and acceptance?

To put it bluntly, content operation is to use new ** as the medium for promotion, content creation, copywriting creativity, activities, etc.

It meets the needs of user content consumption, connects users with products, and no longer relies on operation personnel, and has become a major force in recent years.

But how to stand out in so many new ** operations is also a big science.

To do a good job in content operation, we must first clarify:

1.Self-operated products.

2.A good understanding of the operating users.

3.Knowledge of the current state of the product.

4.The specific implementation method of content operation.

As the saying goes, "knowing oneself and knowing the other is invincible, we must first correctly understand the advantages and disadvantages of our products, promote our strengths and avoid weaknesses, focus on product and content positioning, convey product coordination and three views, and highlight the highlights of our products;

It is also necessary to know what kind of products your users want, and you can do what you like.

It is also necessary to be clear about the sales of similar products on the market now, and their core competitiveness is in the best place, so that they can further develop a set of perfect operation policies.

After formulating the plan, you need to pay attention to it before and after implementation:

1.Set an operational goal.

2.Send to the right customers.

3.Tracking data.

4.Modify or target based on the data.

5.Keep an operational diary.

Setting a good goal can keep you from being confused, and only when you have a goal can you be motivated;

After positioning their customers, they want to see content to retain customers for a long time, and often look at user activity data, what they are interested in, and what they are not interested in at all

The core problem to be solved in content operation is to build a virtuous circle around the production and consumption of content, and continuously improve all kinds of content-related data, such as the number of content, content views, content interactions, and content dissemination.

The main work revolves around the matching between the production and consumption of content. It can be specifically boiled down to the following categories:

1. Content production: For example, what are the basic attributes of content? (Text?)

**？Audio? What kind of tonality is required?

First-hand information? Literature and art warm-hearted? Content from?

ugc?pgc?）；How to make content that users prefer to watch on the basis of what is already available?

Content curation? Content Topic? How does content capitalize on hot events and people?

How can my content production be sustainable? (Do activities?) Royalties?

User incentives? Other quid pro quo? ）

2. Content organization and display: How is my content organized and displayed? (Topic?) List? Category navigation? Font? Size? Line spacing? Pitch? ）

3. Content consumption: How can existing content be consumed by users more easily and more frequently? (How do you write a content title?)

How does good content get to users? How often are pushes? What are the push methods?

edm？Message? push?

How can I better guide users to interact with and even distribute my content? (Making a topic?) Discussion atmosphere guidance?

What is the design of the propagation mechanism? ）

The content is referenced from "The Light of Operations".

As a content operator, what should be done, what should be considered, and how should be done are problems that many people need to consider, the more complicated and difficult it is to summarize, the more it is necessary to establish an overall framework in order to better understand, otherwise it is a blind man touching an elephant, only knowing one and not knowing the other.

See the figure below: The above figure can be understood as the overall framework thinking of the operation of noisy content-based products. In general, all content-based products have three core elements: producers, information carriers, and consumers.

A standard content consumption path is the producer - the information carrier - the user consumption - the feedback (partly through the carrier) - the producer. And so on, forming a content ecosystem.

In the producer link, the operator needs to consider the target group positioning (to help the content positioning, in the terminology of the Internet, that is, to find its own tonality), how to produce the content (to establish a production system, whether it is PGC or UGC, how to find producers, etc.), and what is the standard of the content. After these three points are considered and put into practice, then the initial content will be generated.

After the content is produced (which should generally be planned in advance), the question to consider is, what medium to choose? Some carriers may be the product itself, but for example, self-a**, you need to consider which platform to release on; How to present, organize, and maintain, is through **, text or voice**, what is their ratio, including the frequency of content updates, how to organize and classify after more content, how to maintain the usual content, and how to respond to user feedback, all of which need to be considered at this stage.

After the content appears on the carrier, the problem that needs to be considered is how to let more people know, which involves the promotion of matters, how to let users actively participate, if it is a UGC product, then this is very important, and how to mobilize the enthusiasm of users, so that users can automatically spread the internal trouble.

At this point, from producers to consumers, the transmission of information is completed, but for operators, it is not over, because there is still user feedback, and the great value of Internet operation is to follow the user closest and promote product iteration and improvement. After the user consumes the content, the user will react and make their voice, one of which is the voice brought by the user's own consumption behavior, such as the number of readings, the number of likes, and the number of **, and the second is the voice expressed by the user, such as leaving a message.

At this time, the problem that operators need to consider is to collect and organize the voices of users, and then analyze the data to help and coordinate producers to produce more appropriate content. In this way, a piece of content completes its entire lifecycle. As for how to analyze the user's voice, a few words that can come to mind for the time being are:

Classification, screening of liquid jujubes, testing.

Finally, it should be emphasized that all the above content is for the content ecosystem, and cannot be viewed separately, and the highest level of content operation is to achieve a healthy cycle of this ecosystem.

Content operation refers to the complete operation process in which the operator uses new channels to present corporate information in front of users in the form of text or information, and stimulates users to participate, share regrets, dig up traces, and spread congratulatory broadcasts.

When we do content operation, we must first choose a suitable platform, you can choose multiple platforms together to increase the frequency of distribution, or you can focus on one platform and do everything well. It is important to note that the rules of use are different for each platform.

In addition to the need for high-quality content, you also need to pay attention to the interaction with users. When interactive, we need to pay attention to indicators such as attracting new users, retention, promoting activity, and improving conversion rate.

After the content is published, it is also necessary to analyze and organize the data and continuously optimize the content, such as the update time and update frequency.

In general, to do a good job in content operation, first you have to understand users, you have to produce content that users like, and then you have to understand operations and use various methods to improve user stickiness. Biju.

Content operation refers to the complete operation process in which the operator uses new channels to present corporate information in front of users in the form of text or information, and stimulates users to participate, share and disseminate.

What does content management do:

Responsible for the collection, distribution and formulation of related standards for content on the product to ensure that more and better content attracts and retains users. Content operation positions are generally more common in content platform-based Internet companies, and the content operations on these platforms are mainly responsible for the following matters:

According to the positioning of the platform, the preferences of users, the overall trend of the content industry, etc., determine the main content tonality, content type and content standards of the platform, which is generally a relatively high-end position in content operation, and is usually the main consideration and determination of the top leader;

According to the content required by the platform, set incentive policies and measures, and find more excellent creators suitable for the tonality of their own platform through various methods to settle in, and produce more content that meets the requirements of the platform;

Develop relevant standards for platform content and review the content. Delete or not display content that does not meet the platform's standards, display more high-quality content, and provide corresponding incentives; Guide users to like, share, collect, comment and other interactions on the content, so that the atmosphere of the entire content platform looks more lively and popular.

Uninvited! Then I'll give you an example first!

Now Douyin is very popular, and almost everyone will go to Douyin when they have time, but as many companies, they may not know that the operation method of Douyin must be magically expressed, such as Haidilao's n ways to eat. (Advice to check it out if you haven't seen it).

How to do the content? In fact, different products take different ways to express themselves. The content setting must make users feel valuable, be able to resonate with users, and help you share it with friends independently.

All in all, content must be the top priority of a business in online promotion and publicity.

Here, Yiren Network suggests that you must not choose the so-called "keyword dominance" and "seven days on the home page", because it is just a garbage method generated by loopholes, if you are caught, the company will suffer, not these companies that operate for you.

If you don't do content and SEO optimization in a down-to-earth manner, if you want to be opportunistic, your business will definitely be damaged in the end. All you have to do is to build your brand on the Internet, through the Internet, so that customers feel that you are better and more powerful than other competitors.

Content operation, to put it bluntly, is to use content for marketing. That is, the marketing advertorials we send daily, self-a**.

Content operation is a few major elements: originality, marketing, and user operation.

Originality and marketability are easy to understand. After all, content operations are for marketing or brand promotion.

In the long run, users are the core of content operations, therefore, the number of fans, the number of readings, the number of likes, the number of ** and the amount of conversion in the later stage are inseparable from the user. Therefore, to do a good job of content is actually to write good content and write good articles from the perspective of users.