In order to adapt to the development of digital media and social media and keep dialogue with customers, brands need to continuously provide fresh content on traditional and digital platforms. In the final analysis, no matter what kind of communication channel is adopted, the key is the best way to spread brand information and strengthen customer brand experience.
Content in content operation has two meanings:
First, content refers to the form of content. Digital content such as articles, posters, videos or audio seen by users through mobile phones or computers through the network.
Second, content refers to the content channel. Internet content browsed by users generally comes from official WeChat accounts, Weibo, portals, news applications and other content channels. The corresponding operators should also arrange the content in the corresponding content channel to match the user's content browsing habits.
The core element of content operation is 1. Continue to produce, edit and recommend users' valuable content, and ensure that users can obtain this information in the product.
2. According to the design of KPI, reduce or increase the cost for users to obtain content.
3. Assist the website (product) to make profits.
Content classification 1, product content
Its purpose is to maximize the exposure of products, and usually likes to skillfully implant their own brands in hot spots. Under normal circumstances, the content generated by new media matrices such as WeChat, Weibo and Today Headlines of non-media companies are all "product content". For example, Watson's WeChat tweet, Durex's hot spot Weibo and so on.
2. Media content
It is to build the content itself into a product, attract and condense users through high-quality content, build a "media platform" with large traffic, and then realize the realization of the content. For example, WeChat platforms such as reading at ten o'clock, wearing cake notes, and Mi Meng, everyone is a knowledge platform for dry goods sharing in industries such as product managers, and the four local portals all belong to "media content" that realizes content realization with content as products. This kind of content platform will combine the current hot spots and user psychology to quickly create content that is easy to spread, and the style and tone are basically the same. Liquidation forms can also be divided into advertising soft text, knowledge payment, peripheral products, e-commerce and so on.
How to produce the content 1 and determine the content positioning.
This is the highest priority of the content. If you can't even solve this problem, write an article happily. Even if your content is of high quality, you may get twice the result with half the effort, because you may have deviated from the normal track.
Once you have established your tonality and positioning, you can occupy a unique position in the eyes of users, thus greatly reducing the cost of establishing user cognition in the future.
2. Content production, organization and packaging
Anyone who has some experience in the Internet industry knows that there are two main modes of content production: PGC (professionally generated content) and UGC (user generated content).
The difference between the two is obvious. The former is the content produced by enterprises or institutions, and this model is generally suitable for products with less content, such as Sina, Phoenix, Tencent and other portals; The latter relies on users to produce content, and the government discriminates and selects content from it. Representatives in this field include Zhihu, Douban, Cat's Eye Movies, Bili Bili and so on.
PGC
In content operation, PGC is a peer-to-peer project, which mainly covers three parts: single content, content aggregation and content index. Limited to space, here is only a brief introduction, and there will be related articles to explain later.
Single content is easy to understand, that is, the smallest unit of content can be an article, a picture, a video, a Weibo, etc. Content aggregation is to package and present content to users in the form of topics, topics and related recommendations.
After the number of users reaches a certain base, users may be more active and want to have some fun. At this time, we need to use content index to meet the needs of users. Common means are classification, algorithm recommendation, information flow and so on.
(b) University Grants Committee
UGC sounds like letting users post in the forum, but in fact, the operation process is extremely difficult, much more than PGC. Operators should fill in content from scratch, introduce users to join content production, encourage content producers, and then introduce more users. Take the APP I run as an example. At first, you need to register your own vest trumpet, and constantly post posts to create a lively atmosphere for the community and attract seed users to enter.
Then through various operational means, these users are encouraged to publish content on our platform and other social media, so as to introduce more users to our community and ensure the content supply of the community.
3. Circulation of content
The circulation of content is to make your content flow in some way, so that new and old content can be presented to users more efficiently. If such measures are not taken, a lot of old content will be lost to users.
Strengthen the content circulation, mainly through manual maintenance and algorithm recommendation, the former is more suitable for some products with small user base or strong professionalism, while the latter is the opposite, suitable for products with large users and many personalized needs.
Content delivery channel 1, Weibo Fantong
65438+200 million IOS: 40% female: 60% age: 18-25 years old, accounting for 60% Basic information: Weibo is a mobile social media platform based on users' interests and open relationships, with diverse information flow advertisements. The commercialization of Fantong has matured, which is the channel that most developers must invest in at present. Payment effect: CPM- charge according to the exposure times of thousands of people; CPE- effective interactive payment. Fan Tong's seven creative information flow delivery forms: account number, nine squares, video button, multi-picture blog post, big picture blog post, application big picture, recommended application.
2. Tencent social advertising
Tencent social advertising is the previous Guangdiantong. Daily life: 65438+ billion +IOS: 40% Female: 45% Age: 18-40, accounting for 85% Basic information: Guangdiantong includes many resources such as mobile phone Tencent, WeChat and QQ space. Feed advertisements are usually put more. This includes QQ space and third-party apps, such as the encyclopedia of anecdotes. Large volume, unbalanced traffic, suitable for all types of apps. Well-known vertical e-commerce companies in the market invest tens of millions to hundreds of millions a year. Payment effect: CPM- Pay for thousands of exposures; Pay per click.
3. Sina Yi Fu
4 million IOS: 30% female: 30% age: 25-35 years old, accounting for 90% Basic information: In addition to Sina news APP and wap traffic, it also includes traffic alliance apps such as Xiaoxiu, Meipai and Aunt. Payment effect: CPM- Pay for thousands of exposures; Effective pay per click.
4. Tencent Zhihui Push
50 million IOS: 70% female: 40% age: 18-35 Basic information: including Tencent. Com (daily average PV 9.3 million), Tencent video, daily express resources. IOS users are very high, suitable for large-scale volume. Payment effect: CPC- Pay by effective click.
5. Baidu feed
Mobile phone Baidu daily live 1 billion+,post bar daily live 300 million+,Baidu browser daily live low. IOS: 45% female: 40% age: 14-50 Basic information: including mobile phone Baidu, wap Baidu, Baidu Post Bar mobile terminal and pc terminal, Baidu browser and other resources. Charging methods: cpc, cpt, cpm.
6. Today's headlines
50 million IOS: 30% Female: 45% Age: 18-40 years old, accounting for 70% Basic information: First of all, today's headlines include not only headlines, but also traffic resources from paragraphs. With more than 400 million active users, it is the largest information flow platform at present. Support one-click jump to H5 page and download application. Payment effect: CPM- Pay according to the exposure times of thousands of people; Effective pay per click.
7.momo
100000 (official 20 million, nearby people PV100000) IOS: 30% female: 30% age: 18-32 accounts for 90% basic situation: based on Momo's massive user data, the advertising engine intelligently matches the target audience and accurately pushes the advertiser information, which can meet the needs of small and medium-sized businesses. Payment effect: CPM: pay by effective click; CPE: Pay according to the number of exposures per thousand people.
8. Sohu liquidation
8 million IOS: 30% female: 20% age: 28-45 years old Basic information: Sohu Portal is an old media with high-quality content, and its users are older, with a monthly UV of 350 million, covering 70% of netizens in China. The number of domestic first users of news client exceeded 1 100 million, CCTV news settled in, and the total subscription of all media exceeded 450 million. Payment effect: CPC- pay by effective click; CPM- Pay according to effective exposure.
9. A little information
3 million IOS: 17% Female: 40% Age: 18-35 years old, accounting for 70% Basic information: 65438+commercialized by the end of 2005. There are many Android users who are currently in the bonus period. Because the investor has Xiaomi, Xiaomi can also be placed in the background.
10, WeChat friends circle advertisement
500 million+CPC: The average click price of Android is 0.8, and that of IOS is 1 yuan. CTR: 1.4%- 1.8% Basic information: Covering nearly 600 million active users. Graphic advertisements and video advertisements can support jumping to WeChat official account plus attention, graphic information of WeChat official account, H5 page and application download. With the emergence of local promotional advertisements in the circle of friends, the commercialization of WeChat has gradually achieved results. Payment effect: CPM- Pay for thousands of exposures; Effective pay per click. Similar information flow advertisements also appear in the information of many platforms, such as Baidu Post Bar, UC browser, Zaker and so on. It combines programmatic buying with a highly interactive network platform, which is beneficial to users, with high accuracy, good interactivity and high conversion rate.
Content production cycle The speed of content production mainly depends on the following aspects:
1. Your thoughts: Your overall framework arrangement and functional requirements for the website, such as product release function and company profile section.
2. Preparation materials: You prepare various materials of your enterprise, such as words, pictures, videos and other materials.
3. Visual effects of the website: Good visual effects need the support of good technical means and meticulous work, so the time will be correspondingly longer.
4. Website functions: The more functions you need, the longer the production cycle.
5. Language requirements: The difference and difficulty of developing languages are also important factors affecting the speed of website construction.
The timetable is as follows:
1, after 2-3 working days, submit the design renderings of the first page and the inner page.
2. Make the content after confirming the effect of the home page, and submit the static page to the customer for confirmation after 3 working days (adjusted according to the content).
3. Develop the program after the static page is determined, and submit it to the website for online testing after 3 working days (adjust according to the content).
4. After modification, it will be delivered to customers. If there are no amendments within 2 working days, the website will be deemed to be fully completed, and the website completion confirmation will be filled in.
5. The website is officially launched.
Content marketing method 1, tree concept
(1) difference
The best policy: look for differences in patterns.
The best way: the best to eat, the best to play, and the most sense of design.
(2) For example
(3) Do a downgrade
(4) Impression is more important than truth.
2. Fixed users
(1) Multidimensional: Who, where, favorites?
(2) Give up useless users and focus on super users.
(3) Everyone thinks that they are in the C position.
Step 3 set the scene
It is necessary to establish a cognitive connection between the scene and the brand.
(1) Understand the real needs of customers.
(2) Scene brand is replacing single brand.
Step 4 tell stories
(1) Good stories greatly increase brand exposure.
(2)KOL is not a channel, but a story producer.
(3) Interpret the brand worldview through real events.
5. Strong experience
Step 6 expose
7. set IP
8. Communication
9. Establish channels
Five directions of Internet channels in China;
(1) Integrated e-commerce and integrated media
(2) Professional shopping guide platforms and institutions recommend products.
(3) Vertical communities and vertical communities
(4)KOL and network celebrities
(5) Direct selling and WeChat business system.
10, duplicate data