How to do content operation

Making products without making content is equal to doing it for nothing! In internet plus's marketing world, content operation can be said to be the core of the whole product operation. It is the connotation and immanence of the product, which is directly related to users' cognition, purchase, use and promotion of the product. Therefore, making a content product that everyone loves is the knowledge that product operators must master. How to do a good job in content operation? This paper will analyze it from five aspects and share it with you. I. Concept of Content Operation In product operation, content is an indispensable core link. Therefore, doing content operation well is an important prerequisite for doing a good job in product operation system. Content operation mainly refers to creating, editing and organizing the presentation of product content patterns, so as to fill and enhance the content value of products and attract users to pay attention to products from the inside. Content operation is naturally inseparable from "content", which can be divided into broad sense and narrow sense. Let's analyze the "content" and operation mode contained in content operation. 1. The core concept of content operation The development of human society, all people-oriented, there will be supply when there is demand, which is the law of economic development. Based on this rule, the content has room for display. Especially in the Internet age, people's needs are more generated from the Internet, such as watching videos, searching for news hotspots, paying attention to star dynamics and making friends. Therefore, there are many products that provide content services, and therefore the concept of content operation has emerged. The core idea of content operation is to meet users' content consumption needs and improve product activity and users' awareness of brands through production and reorganization of content. 2. Value of content operation After the product development department builds the product, it does not mean that it will be used by users. At this time, product operators are needed to promote the connection between products and users, so that users can better understand the products and then use the products (pull new products). This specific way is used in content operation. In addition, content operation also plays a vital role in the activity and retention of users. The main value of content operation is to connect users and products, and establish a belt between them, so that users can understand and use products and convey deeper value to users. It can be said that no matter which link of product operation, it is inseparable from the link of content operation. 3. The specific role of content operation As far as product operation is concerned, the specific role of content operation cannot be ignored. How big is the effect of content operation on products? Let's take IKEA as an example to illustrate. The new house you just bought can be decorated. I heard from my friends that IKEA's products are good, so go to IKEA to study during your holiday. Before you go to IKEA, all you want is to refer to the furniture layout and furnishings in the IKEA model room. After you arrived at IKEA, you were attracted by the overall style of IKEA, and even every bookcase impressed you deeply. After a period of visit, you realize that IKEA is pursuing a simple, practical and easy-to-assemble style. When you leave, you have a clear overall impression of the decoration style of IKEA. Not only furniture placement and interior decoration, but also cute decorations appearing in small corners. In this story, you are a user, and you need to visit and study in IKEA. IKEA is a product, and the decoration model room of IKEA is the content. Before coming to IKEA, you have a clear rational need-to learn how to decorate. After you went to IKEA, you were deeply impressed by the overall style and furniture features of IKEA, which is an intuitive and emotional gain. After you left IKEA, you not only learned to decorate, but also got an overall understanding of IKEA, and maybe bought a lot of IKEA products. Simply put, it is the content operation (model room decoration) attached to the product (IKEA), which not only meets the rational content needs of users (you), but also makes the overall style and tonality of the product perceptibly recognized by users. Therefore, the role of content operation can be summarized as two points: to meet the content consumption needs of users; Communicate the positioning and tonality of the product. 1) The most important function of content operation is to present what users want to see. In general, the content demand can be subdivided into four categories: obtaining information (such as Netease news, central video, today's headlines); Pass the time and have social needs (such as Weibo and WeChat); Deep learning (such as HowNet, Shell, Netease Cloud Classroom); Consumer decisions (such as JD.COM and Vipshop). Of course, these four types of requirements will also cross. After understanding these four types of requirements, we can connect user requirements through unique content operation. 2) Conveying product positioning and tonality Content operation can also convey the positioning and tonality of users' products, so that users can have a certain exclusive impression on the products. For example, IKEA has created the brand image of IKEA through copywriting, TV advertising, offline activities, model room decoration and other content operation modes, making users feel self-shopping, simple assembly and comfort. To sum up, understanding the concept, value and function of content operation is very helpful for us to carry out detailed operation, which is also the premise of doing a good job in product operation and the homework that product operators must master. Second, content collection: define the theme and determine the direction of operation. In the process of content operation, the goal of product operators is to do a good job of content and bring zero bad reviews to users. Therefore, content collection is the first step in the product operation process. When collecting content, enterprises must grasp the current situation of products, so as to better grasp the operation direction of future content of products. Especially those enterprises whose products are acquired or merged by other enterprises have just taken over a new product, so they need to master the existing data of the product and collect the contents of all parties. Product operation first needs to know the daily active users, conversion rate and total users of the product, and then needs to know the data of product operation, such as how many messages need to be sent every day, the time period of each message, what kind of content each message is, the click rate, the distribution users, the click users and so on. These are all data that need to be mastered, and they are also the premise of content collection. Of course, we can also understand content collection from a more professional perspective. For the time being, we will position the product operator responsible for content collection as the editor of the magazine. As we all know, an excellent editor needs to determine the direction of writing, the theme and significance of writing, and the general direction before writing, and then enter more details in the article. Similarly, in product operation, when doing content operation, it is also necessary to determine the positioning of the content, the source channel of the content (UGC- user-produced content, PGC professional production content or other forms), the target population, significance and role. Only by clarifying the general direction can we better prepare for the next content operation. In order to better show the process of content collection, we take ANT FOREST as an example to introduce the "content" of content collection. ANT FOREST is a public welfare action designed by Alipay client for the first phase of "Carbon Account": users can reduce the corresponding carbon emissions by walking, traveling by subway, paying water and electricity bills online, paying traffic tickets online, registering online and purchasing tickets online, which can be used to raise a virtual tree in Alipay. When the tree grows up, ant ecological partners such as public welfare organizations and environmental protection enterprises can "buy out" the virtual "tree" planted by users in ANT FOREST and plant a solid tree in the real area. 201September 19, China's "ANT FOREST" project won the United Nations "Guardian of the Earth Award". 1. Horizontal content collection The main starting point of horizontal content collection is whether product operators, product managers, product marketers and product planners collect content in an original way or authorize the reprinting of content, or whether the content is generated by users. Obviously, ANT FOREST didn't hire a special spokesman, but asked the tree planter to tell the story of himself and ANT FOREST, which is an original way to collect content. As shown below, ANT FOREST Alipay Life released the following original content. In this content, the product operators in ANT FOREST personally communicated with the tree planter and wrote down the story of the tree planter, during which ANT FOREST was the most contacted link. Through this opportunity and way, product operators in ANT FOREST throw out original stories one by one, bringing unique experiences to users. This kind of content comes from horizontal collection, which is the operation mode that product operators should learn. Product operators can use original content, original stories, interviews and other ways to obtain content, bringing users a more amazing content experience. 2. Vertical content collection The source channel of vertical content collection is to study where the content comes from, how to come from, where to get it, and how to let content contributors continue to contribute content. ANT FOREST is also a master in this respect. In March, 20021,the ANT FOREST Tree Cave Question and Answer Activity was officially launched. By guiding users to participate in activities according to the specified steps, go to Weibo or pay attention to ANT FOREST, and share questions or answer screenshots on the topic of # ANT FOREST Shudong #, you will have the opportunity to obtain a limited number of blind box seeds. Perhaps Xiao Shu's answer may not really answer the question, but it may plant a seed in your heart. It is precisely because of this "forget the grocery store" operation that product operators in ANT FOREST have a vertical source of content, and content producers are platforms and users. And this kind of content collection just lets more people know about ANT FOREST, which is a very good content operation. Product operators should seize the objective events and "implant" products in time, so that the content can be revealed naturally through the development of events and bring visual experience to more users. Therefore, both the original content of product operators and the content triggered by external objective events can be used as the source of content collection, and product operators should learn skills. Third, content planning: design topic, Racine brand operation One day in 2065438+2004, the first "contract event" occurred in the history of the Internet. Luo Yonghao (the founder of Hammer Mobile Phone) and Wang Ziru (a well-known digital media expert) had a debate on the performance of Hammer Mobile Phone. The biggest winner in this contract is neither Luo Yonghao nor Wang Ziru, but Youku. Youku Live planned the content of "Internet First Covenant" in the first time, and won a lot of traffic and interaction in the process. According to statistics, 2.5 million people logged in to watch this live video, and more than 300,000 people watched it online at the same time. These numbers are huge today, not to mention 20 14, which is an era when video websites became famous with hundreds of thousands of hits. Such data not only set a live broadcast record, but also refreshed the live video data on the Internet, giving all product operators a new understanding of the operation means of content planning. As a video website, Youku has made a good plan on content operation and planned a "contract" with a professional attitude. At present, there are many similar activities on the Internet, but all of them come from content planning, that is, product operators should plan and spread the scene packaging in the form of discussion, pk and barrage around hot topics, so as to complete the operational purposes of innovation, retention, promotion, transformation and brand building. How can we be more professional when planning content? We should mainly grasp the following points. 1. Planning content by topic When a product has passed the stage of pursuing quantification, it is necessary to consider how to conduct professional planning on content operation, so as to introduce new users (pull new ones). Here is one of the most effective methods: planning the topic. Take the live video broadcast of Luo Yonghao and Wang Ziru planned by Youku as an example. Let's carefully analyze the process of topic selection planning in this incident. At first, there were hot spots in Weibo (many parties planned to launch a hot search), and there was a topic of "mutual pinch" between Luo Yonghao and Wang Ziru in Weibo. Youku (Media Attribute) immediately followed up, enlarged the topic, and created a live video debate scene. Luo Yonghao and Wang Ziru voiced their voices in Weibo and confronted each other on the same stage. Major media, including print media and online media, rushed to follow up the report. Since the media and opinion leaders began to speak out, all kinds of "people who eat melons" began to gather in Youku to provide live video services. Users directly choose to watch on Youku, choose their favorite party on the page, and then post barrage and comments. After the "broken frame" incident, we continued to follow the report, and the users talked about the win or loss of both sides. To put it simply, the main flow of this content topic is as follows: Therefore, here, we ask product operators to independently develop or reuse a topic as a discussion tool. For example, barrage, topic post bar, Weibo topic post bar, PK post bar and live post bar are all common tools for community topic discussion. Product operators should choose one or more of them and plan the topic content in combination with predictable hotspots. There are two points to note here: predictable topics and unpredictable topics. For example, the "fighting" hotspots in Luo Yonghao and Wang Ziru are unpredictable, but they can be followed up in time; Holidays, Olympic Games, company dynamics and other activities are all predictable hot topics. After the content topic planning is completed, it is necessary to carry out publicity and preheating in advance so that key target groups can understand the topic. In order to improve the participation of the topic, product operators can also set prizes as rewards after the topic discussion begins, and can also display the user's posting box specially. 2. The content planning time should be fast, indicating that product operators should not only have foresight, discover and create topics, but also seize the opportunity to plan content at the first time. Whether it's a topic or a hot topic, we should grasp the first-hand information, otherwise others are likely to get the first step. After the "dating" between Luo Yonghao and Wang Ziru appeared, Youku immediately sponsored and cooperated on the video, and created momentum on various platforms such as Weibo and WeChat, and did enough content planning activities. It is precisely because of the timely time that we can make full preparations for this content planning and get such high clicks. In content operation, product operators must plan content with a professional eye, grasp the key points, step by step siege, closely follow the topic flow of content, and successfully attract users. Fourth, content presentation: arranging information elements to give users a visual impact. Content collection and planning were described before, and then content presentation was discussed. Everything we see is content, and content presentation means that product operators arrange content in some form and present it to users. In this process, product operators need to master some skills. After mastering these skills, content presentation will be handy. 1. Create an eye-catching title How can we create an eye-catching title in content presentation? This is a problem that operators are very concerned about. The title is the eye of an article, and most users will decide whether to continue reading at a glance. Here, there are several easy-to-learn title skills to master. Add emotional factors. For example, the title of the classic advertisement of Little Red Book, "Good morning for girls, good morning for fools, and warm her all day with high emotional intelligence", not only conforms to the psychology of male and female emotional counselors, but also skillfully blends emotions, and users will be very willing to continue reading after seeing it. Add numbers. Numbers can quickly achieve the effect of focusing or sorting, such as "X method" and "X program", which invisibly help users refine the main points of content and make it easier for users to accept. Introduction of benefits. Product operators can also directly tell users the benefits-see if this article can cultivate mood or "raise posture". Highlighting the "pain point information" that users are most concerned about can quickly attract core users. Full of dramatic effects. The dramatic effect is to create some contradictions and conflicts in the title, so that the shield conflict can stimulate people's excitement and arouse users' curiosity. Plus human factors. In fact, good headlines can arouse people's laziness, greed, curiosity, terror and other emotions, and can also play a role in fueling the situation. Such a title is also the internal interest point of most users. In addition, among human factors, headlines with clear user views or challenging authoritative views can also attract people's attention. 2. Content illustration Presentation Content presentation is not only a literal presentation, but also a rendering and decoration with the help of some pictures. The appearance of pictures can stimulate people's interest more. There are some principles to follow about illustration: First, pictures and texts are related, and pictures cannot be placed at will. Pictures should be suitable for the content, adding color and highlights to the content. Second, try to use high-quality pictures. High-pixel clear pictures can give people a sense of beauty visually. If the picture is not clear, it is likely to backfire and make users conflict. Third, the picture size should meet the typesetting requirements. Fourthly, in the new media era, we can also use some moving pictures and small videos to stimulate people's interest. 3. Content typesetting should be beautiful. In the presentation of content, typesetting is also very important. Typesetting has a major premise, which is to have aesthetics. It seems that there is no clue, but mastering the skills can be very simple. First, multiple paragraphs should not be mixed in the same paragraph. Second, the spacing should be appropriate, not too dense or too sparse. Third, the font should not be too fancy, just the right size. Operators need to have a high typesetting aesthetic, whether it is the overall layout, the separation of paragraphs or the gap between pictures, it must give people a pleasing feeling. This kind of typesetting can really make users fondle it. 4. Choosing the right communication channel Content presentation also includes an important content, that is, how to present it to users. No matter how perfect the content is, if it doesn't reach the eyes of users, it will also fail. Therefore, after creating the content, we still need to choose the appropriate communication channels. Communication channels include online channels such as BBS, official website, WeChat, Weibo, Post Bar, and offline channels. Since the media era, the main communication channels are WeChat official account, friends circle, Weibo and website advertisements. These are the easiest and fastest channels to reach users, which is very important for content operation. Of course, in content communication, besides the first communication, the second communication is also very important. For some product operations, the effect of the second communication is far greater than that of the first communication. Therefore, it is necessary to do a good job of continuous content dissemination. 5. Sustained effect of content: It is very important to do enough communication to win a good reputation for products. The continuous dissemination and continuous effect of content is more important. We should make a detailed plan for the output content: know what kind of content to plan in the near future and what effect these contents will bring. In fact, the purpose of content dissemination is nothing more than two points: first, to obtain more users; Second, spread products or services. Nowadays, most of the content communication is new media operation. The new media operation pays attention not to simple content integration, but to set a benchmark or goal for product value or brand communication in the process of content communication. Therefore, the longer the content spreads, the greater the income. Canon is an old Japanese camera manufacturer and a world-famous camera brand. At the beginning of the 20th century, Japan's camera industry was very backward, and most of the cameras used by the Japanese were imported from abroad. To this end, in order to make Japanese cameras, several Japanese young people began to imitate German high-end cameras, and successfully imitated German Leica cameras in a small workshop in Tokyo in 1934, and also developed Japan's first 35mm focal plane shutter camera KWANON (the predecessor of Canon). Later, Canon became famous all over the world and became a brand-name camera popular all over the world. The reason why Canon products have been praised by people for decades is because the Canon product operation team has done enough continuous communication in content operation and won continuous praise and reputation for the products. Especially in the creation and dissemination of content, Canon has long paid the most attention to the feeling of "moving", such as the classic advertising word "Canon, moving all the time". In addition, Canon also launched courses such as professional SLR digital camera shooting tutorial and knowledge system in official website, Weibo and WeChat, which attracted people's long-term attention and gained a good reputation. As shown below, on March 26th, 20021year, Canon published such a Weibo in the official Weibo: Canon will also set up a photography expert channel for users in Weibo and WeChat official accounts to answer all kinds of photography doubts for users. This kind of content operation not only brought good reputation to Canon products, but also brought more follow-up communication to Canon. Through the case of Canon, we summarized the following types of content operation that can produce lasting effects: knowledge system type, expert science popularization type, activity persistence type, question answering type and brand communication type. Product operators can choose the appropriate content operation mode according to different content operation types. For example, since Steve Jobs created the iPhone era, people's pursuit of Apple phones seems endless. Why is Apple's mobile phone evergreen in the field of smart phones? Because the Apple product operation team has firmly grasped the follow-up long-term content operation. For example, a professional Apple offline experience store has been set up. There are specialized Apple technicians in the experience store to provide guidance for users, help users learn to use Apple products, and even hold regular Apple offline salon activities, so that a large number of Apple users can learn and grow together. Apple also has many professional groups on the Internet. These groups of professionals have been stationed in Apple for a long time, answering questions for users and launching preferential activities. The operation and dissemination of these contents have enabled Apple products to achieve a sustained and long-term communication effect. In addition, there is a very important role behind the output of these contents, which directly affects the subsequent content dissemination effect, and that is customer service. In the new media operation, the product operator can package a virtual customer service role (the role does not necessarily exist, depending on the product). The role of this customer service is to interact with users in time (online) and precipitate high-quality users of the platform. In the service-oriented new media platform, the existence of customer service is of great significance. Many content operators will play a role similar to customer service while spreading content, and precipitate users as their own product fans, so that the content will have lasting effects.