When you first get in touch with operations, you need to start with an operation skill, and when you first do operations work, you need to do content operations. At that time, just after graduating from university, I started the public account operation by winning several essay writing awards during my school days.
When writing this content operation, I thought about it for a long time. Because this is really a big topic, because there are many types of articles, and each publishing channel has its own rules.
We will start with these aspects:
What is the positioning of content operations?
What kind of content operation form?
How should the results of content operations be measured?
1. Positioning of content operations
First of all, the process of content operation is: writing-modifying-push-data
After reading a lot of popular articles and articles on how to write explosive articles on the Internet, some people will tell you some universal formulas, but when you actually write articles, you will find it difficult to apply them. Good content must be product-based, and having two leaders at work has helped me a lot.
The first leader told me that you went to a new company and you didn’t understand the new business at all. How do you write articles?
I just started to answer, or how to start and how to end, how to insert advertisements and so on. This leader told me that you should understand the advantages of the product and fully understand it, otherwise you will not be able to write a good content. I said that I am a newcomer, how to understand the product?
First of all, you have to find the sales of this company. No one knows the advantages of products better than the sales of this company. Secondly, you need to find the product manager of this company. No one understands the company's business form better than this product.
Let me give an example. I used to run Zhihu with the same name. Ah Woe has over 10,000 followers and 200,000 collections. This account is completely operated by me independently, and later it can bring stable traffic to about 30,000 uvs per month for the company.
At the beginning, I was completely confused, and then how did this number work. You know more code than programmers, your content is vertical country email list and accurate, and your attention comes naturally.
The leader who took me through the operation has published a book "Operational Thinking", in which it is written that operators need to convert product advantages and selling points into user-perceivable benefits through the FABE rule.
F (Features): The inherent attributes of the product, that is, the direction of the selling point;
A (Advantages): Compared with similar products, the advantages that can be reflected, or the unique characteristics of the product (based on this sentence, my personal understanding is operational thinking: you have and I have, you don’t have me);
B (Benefits): the benefits that product advantages can bring to users;
E (Evidence): Evidence of product advantages.
Later, a leader who had a deep influence on me once saw my copywriting countless times and said: xx, you have to learn to express it concisely. To put it bluntly, it is human speech.
I was really dissatisfied when I heard it at first. At that time, I wrote a special page inside the APP. I said you look at Durex's copywriting, you look at Jiang Xiaobai's copywriting, how literary and artistic it is?
The leader did not answer my words, but said that people have too little time and patience, and are very resistant to large paragraphs and unclear words. For user experience, shorten the text of paragraphs.
Another time, on the APP homepage banner, my copy was: I am happy to learn from my mother.
This leadership attitude was so firm that I had to change, and told me, although this is the norm. But this idea is completely wrong, everyone's learning is for themselves, we are an education company, and the ideas to be passed cannot be joked.
Personal summary of how to write good content: to understand users, to understand your product in depth, and to compare with competing products to find differentiation. at last! Be succinct!
Second, what kind of content
It has to be said that each channel has its own user attributes.
Let’s talk about the content of K12 related public accounts. The title is usually “Notice of the Ministry of Education: Parents of 3-6 year old children must read”, and the click rate is very high. The content at the beginning is a red-headed document from the Ministry of Education, and then it starts to talk about how good it is to learn this, our advantages, and the strength of teachers.
As much as I hate this format, it's pretty much the norm for K12 content.