Content Operation

What is good content? This is not a question with a standard answer.

However, it is not difficult to find the * * behind this answer, that is, "value" and "humanity". The value of content attracts users' attention and sharing, and influences and spreads the content; The humanization of content promotes the interaction and loyalty of users, and brings goodwill and personality charm to the content.

They are the two axes of creating good content.

What is valuable content? Simply put, it is useful to readers. This value can be interpreted from six angles:

1, with opinions or attitudes, can bring readers * * * and enlightenment:

Netease News has a slogan called "Do news with attitude". News media should not be neutral and fair, which just conflicts with attitude. But it happened that this non-neutral media broke through from many news media and won the pursuit of users. There must be controversy, tears and stories under every news. Because in the homogeneous content, attitudes and opinions are like a personalized coat, because they are distinctive and distinctive, people who like them will sing, and those who disagree will object, bringing more topics and traffic.

It is worth mentioning that this slogan is easier said than done, because the "attitude" to a thing is based on your research depth and your own thinking, otherwise imposing an attitude will only make users scold a brain.

2, novel, bringing readers a fresh experience.

When everyone thinks that the content should be at least 300 to 500 words, the first article makes the title a special title party, such as "How to earn the first five million in life in bed", but the content is only "dreaming". This routine will make users smile and share.

For example, when everyone is used to long paragraphs of graphic content, those contents that are made into growth charts or cartoons are particularly popular.

Constantly pushing new content can not only give users a fresher experience, but also keep users curious and expecting the content.

3, there are dry goods, which bring nutrition and harvest to readers.

Dry goods, originally only those foods that can be collected for food without water, are experiences and knowledge that can inspire readers without water for content operation.

The "appearance" of dry goods generally has three obvious characteristics: clear logical thinking, superficial generalization of knowledge theory, need to read and think repeatedly, and can guide readers.

4, there is truth, which brings truth and shock to readers.

Decryption, revealing secrets, solving puzzles and exposure are the basic ways of truth content. When others are following other people's advice and spreading specious content, they seldom go to the bottom of the matter and seek the truth.

For example, when everyone is attacking someone, you can really get close to the client, hear the "truth" from her mouth, hear her reflection and confusion, or go deep into this person's life to see if she has never done this before. Such content will always be more dialectical and more shocking to readers than the content that joins the tide of criticism.

5, good, bring benefits to readers.

Interest is a good thing, because the world is bustling, all for the benefit, which is why even the best content will occasionally do activities that bring benefits to readers.

But interest is a double-edged sword, because there is a follow-up to the previous sentence: the world is bustling, all for profit. Users who are not attracted by patterns or internalized things themselves will walk away easily because their interests are no longer attracted by others' interests.

But in any case, interest can always make people who are already concerned about the content expect, attract the attention of people who don't understand the content, and let them gradually pay attention to the content with interest as the entrance. Therefore, the free marketing strategy is always trying. Therefore, the benefits of good content are necessary and can be moderate.

6, interesting, can bring happiness to readers.

Some readers live to learn, hoping to gain something, and naturally work under great pressure. Reading is just for a relaxing moment and a happy smile.

Interesting content is not necessarily the same as the old jokes and jokes on the Internet. It is best to combine paragraphs with the positioning of your own content, or add some material to the original serious content. After all, jokes are everywhere, and the perfect combination with your content is enough to show your wisdom and bring more smiles.

After talking about value, let's talk about the "humanity" of good content.

This is the value of reading, because it is like talking to wise men of all ages. There is natural humanity behind good content. We know that such content can not be given by copying and pasting, nor can it be provided by patchwork, because only communication can have dialogue.

Manual content must include the following parts:

1, someone set it to let the reader know who is talking to him.

The so-called personal design is actually a process of positioning the image of the content, and positioning a character image for the content is to make the brand image more vivid and three-dimensional, and the other is to make communication more convenient and smooth.

Therefore, a suitable character design should not be too far away from the brand image, but also be able to correspond to the target and like the image of communication. So Durex's person will be a little mean and lovely young man, not a middle-aged uncle who is full of yellow jokes. Women's clothing brands are more intimate than middle-aged uncles, old brands are more domain experts than young people with guns, and so on.

2, speak human words, so that readers are willing to listen, willing to listen.

When it comes to talking about people, I think of ancient acid scholars, who are full of words. In fact, they may not know what they are talking about, but just want others to feel that they are different from each other's coffee table. Therefore, someone has to give them a hard answer to "talking about people" so that they can say this in words that more people can understand.

But at the same time, people's dialects are closely related to people's settings. Chinese dialects don't necessarily refer to vernacular Chinese, and different people have different speaking styles. People should be sentient beings and righteous eldest brother, don't be "others" at every turn, just "what? What? " Nothing, full of girlish breath. People are experts, so don't use all kinds of self-doubt and uncertain modal particles.

When speaking human words, just pay attention to the following points: follow the tone set by people, know what you are talking about, speak consistently, don't use terminology when you should use it, and don't add something inexplicable for grandstanding.

3. Understand human feelings and let readers feel concerned and respected.

Everyone has social attributes and wants attention and respect, and people's content can mobilize this emotion.

One way is to take the initiative. For example, Weibo of Haier will take the initiative to interact with other brands' official micro-channels, and increase the influence of other people's content by joking. Usually, the other party will return as a platform for Haier. One way is to respond. Readers' needs and questions can not only be answered, but also become the material of new content, so that more users know that what they say is listened to and valued.

4, someone's personality, give readers a more novel experience.

In real life, people with personality always make people feel more vivid, and it is always easier to stand out from the homogenized content and make people remember by giving it some personality.

People are just the basic image of the characters, so that the content can be visualized and three-dimensional, and the personality will make the content more flesh and blood. For example, I have left a few hands, and with its vicious personality style, everyone is looking for a wave of abuse. For example, Mr. Naturalist, that kind of small proud personality always makes people particularly happy. Abdominal black, male show, nagging, bullying and gentleness are all a kind of personality, which endows the content with personality and can occupy the user's mind from the same content.

Content Operator, are your two axes dancing?