In this issue, Shi Xiaohui, a specially invited knowledge officer of the Knowledge Research Institute, took China Merchants Bank App (hereinafter referred to as "China Merchants Bank App") as an example to simply dismantle the relatively mature ways and means of content positioning and production, resource planning and integration, strategy formulation and landing when introducing Internet content operation for reference. China merchants bank App monthly release version10.0,2021. The opening advertisement of this version has a resounding slogan-the wealth life of 100 million people, which also highlights the concept of China Merchants Bank App focusing on "great wealth management" and the main track layout of strengthening financial services. As the main position of China Merchants Bank's wealth-related business operations, China Merchants Bank App has carried out an all-round layout around "wealth management", and its content plays an extremely important role. The following figure is a schematic diagram of the wealth open platform model of China Merchants Bank App. It is not difficult to see the core position of "self-operated content module" (including marketing, education, consulting and activities). ) In the whole platform operation. Although these contents are basically provided by external financial institutions, China Merchants Bank has to manage the massive content provided by so many institutions as a whole, and its own content operation ability can be seen. China Merchants Bank App mainly presents the overall content through the "community" channel, which not only provides customers with comprehensive and professional investment and financial guidance, but also creates a high-frequency interactive social space to enhance the activity and stickiness of customers in many ways, thus realizing the continuous realization of financial products and services. Specifically, the community channel mainly includes modules such as "attention", "recommendation", "organization theory" and "hot list". "Follow-up" module: users can follow their interested individuals or organizations similar to "Weibo bloggers", keep up with the latest trends in real time, and have social functions. "Recommendation" module: mainly displays hot financial news and financial guidance articles to attract users with financial needs, investment intentions and interest in international finance. "Institutional Theory" module: It mainly provides industry reports and investment suggestions issued by various professional institutions and experts, including Tian Hong Fund, Huaan Fund, Bosera Fund and fund managers of various countries, and provides professional investment guidance for users. "Hot list" module: mainly ranks recent financial articles, and users can learn about current hot topics and investment trends through the list. Let's switch to the perspective of "content operation" and simply disassemble the content operation strategy of China Merchants Bank App. In terms of content production, there are not only PGC columns such as # Institution Talk, Observation and Community see you on monday, but also relatively professional content provided by financial institutions such as banks and fund companies, as well as UGC columns such as "discussion forum" and "topic", so that users can speak freely and share their experiences. In the form of content expression, there are various forms such as graphic, voting, live broadcast and video. , which can fully meet the content needs of users. In the aspect of content presentation, content screening and display are carried out around user portraits (especially investment preferences). For example, in the "I often visit" module, there are both fund products that users may have seen and topics that users may be interested in. This highly relevant content presentation can naturally attract users to click, browse and transform. In terms of content distribution, taking the news center of China Merchants Bank App as an example, news numbers such as small headlines, fortune studios and small fortune push different content to different users at different times, forming accurate transformation. In addition, it is worth mentioning that after years of integrated operation, China Merchants Bank App has now formed an extremely rich multimedia content dissemination matrix, including WeChat official account, Weibo, Tik Tok, video number, Little Red Book, etc. (Part II). These media channels can not only play an active role in content dissemination and brand reputation, but also provide significant support for the drainage and user activity of China Merchants Bank App. China Merchants Bank's integrated content operation system relies on accurate insight into customer portraits and hierarchical characteristics and needs, and through the integration of internal and external resources, as well as the support of content production and management platforms, intelligent distribution systems and content operation strategies, it provides customers with customized content covering their whole life cycle, which can not only meet customer's content needs, effectively enhance the customer activity and stickiness of China Merchants Bank App, but also lay a solid foundation for subsequent financial realization. The above is a brief analysis of Zhihu knowledge officer Shi Xiaohui's "content operation strategy" of China Merchants Bank App, hoping to provide reference ideas and methods for banks. College of Material Knowledge "College of Material Knowledge", founded by Yi Youliao, is a knowledge sharing platform focusing on hot information in the field of content technology, industry insight, operating dry goods and other professional content output. The platform brings together 30,000 content creators such as KOL, KOC, growth hackers, operating big coffees and columnists. * * * and explore new intelligent integration in the industry. Easy material is an enterprise-level content intelligent operation service platform. Based on the ability of content understanding, recommendation algorithm and big data application, it is easy to provide AI intelligent content creation, massive selection of copyright content supply and digital asset management services for many industries such as finance, automobile, retail and Internet tools. The platform system has obtained more than 20 technical patents, which helps the intelligent management and digital development of enterprise content. It's easy for you to join, * * * to build a new track benchmark-"Material Knowledge College", and look forward to your joining, expecting you to gain something and collide with "Material Knowledge Officer"!