Shulou(Shulou.com)06/01 Report--

This article mainly explains "how to produce good content". Friends who are interested might as well take a look. The method introduced in this paper is simple, fast and practical. Let's let the editor take you to learn "the method of producing good content".

Some people think that NetEase's building team has brought huge low-cost flow to NetEase, which is beneficial to its advertising operation.

IT from the media people, there is a man named Sanbiao, who is famous for complaining. To be honest, at first I thought it was the one with three watches (this is a famous blog), but later I found out it wasn't. Sanbiao is an extremely shy person, but his writing is characterized by complaints. It is said that he used to engage in ball reviews, but now he has changed his profession to engage in IT reviews, and later he has added slogans and dubbing in the form of video animation as the main media-- three tables and dragons, which has created a lot of wind and water, and its style is also unique in the IT comment circle.

As a matter of fact, comrades with three tables also use complaints as their main weapon, but the complaint lines with three tables are slightly more advanced than those with three tables.

This is the difference between complaining and criticizing.

Criticism is a very serious matter. And what exactly is criticism? generally speaking, it is recognized.

Lu Xun is famous for his criticism, but generally speaking, we do not associate Lu Xun with complaints.

Complaining is more casual. And interestingly, there are some theories about how the word "complain" was born. Some people think that complaint is the transliteration of "smelly" in Hokkienese, which means "mocking emotion or doubt", while others believe that complaint comes from Japanese animation, which not only comes from different sources, but also has a subtle difference in meaning.

Take the complaints of the three tables as an example. Sanbiao invented a word called "posture", which actually refers to the angle and position of the text. Posture, a word with a little erotic hint, is used in a serious way of writing, not to mention "emotion or doubt". Generally speaking, the complaining style of this word belongs to the field of Japanese animation.

Compared with criticism, the sarcastic content has the following characteristics:

1, with the nature of parody, the writing is relatively popular and short, rarely lengthy speeches or quotes, and follows the path of "flying close to the ground". In a very short text, it is necessary to show the "quick wisdom" intelligence of the complainer.

2. The object of the complaint may be that it is inferior to the others and does not seek complete criticism. For example, complain about a sentence in the object text, that is, the overall meaning of the object text has little to do with this sentence.

3. Most of the complaint text itself is difficult to exist independently, it is actually a vassal of the object text. If the reader does not know enough about the object itself, the complaint may not be clear.

4. Complaining does not pursue interaction, and the complainer does not expect a response from the complainer. "brush your clothes and hide your name" is the realm pursued by the complainer. Leaving a piece of wonder, my brother is already a legend in the rivers and lakes.

Complaining that it belongs to the minority circle has gradually become a kind of popular culture.

When it becomes a popular culture, it doesn't matter what the word complaint itself means. For the public, complaining represents a kind of "dissatisfaction", "mild teasing" is enough, and sometimes even a "severe attack" will be regarded as a complaint.

The so-called transformation into popular culture means that it has spread from fighting alone to organized production.

The representatives here are: brother Tencent News, NetEase relaxed moment, Phoenix's FUN, and so on. As the sarcastic text, short and humorous, is very suitable for using fragment time on the mobile, so these columns are mainly mobile, including news clients and Wechat public accounts.

It is really popular with the public to do news by complaining. Xu Danei has made a list based on Wechat's official account (mainly judged by the number of readings and likes), and Tencent's news brothers often appear in the TOP5 position in the current affairs category. However, NetEase relaxed moment and Phoenix FUN came not in Xu Danei's list sample, still do not know how many rankings.

The way of making news by complaining is fundamentally different from that of early netizens' complaints (such as NetEase's building team)-operators will rearrange them even if they collect netizens' complaints and add them to the news text. This mode of operation is essentially the professional production of the editor (PGC), but its "posture" or "posture" is different from the news writing in the past.

The main background of this style is that Internet users want to get information, but they don't want to be too "abusive". They want to be able to watch the news easily and easily, but they don't accumulate too much "negative energy". Therefore, the content text is light and meets the needs of fragmented reading. This style has a strong Weibo style, and it is more likely to convey information to users in a relaxed and complaining way.

There is an interesting rule in the Internet: the simpler the user interface (User interface), the more complex and costly it is. A typical example is the search engine. There is hardly a simpler home page than a search engine, but no one denies that search engines are extremely technologically demanding.

There is a similar situation in complaining news that meets the need for light reading. The main purpose of light reading is to reduce the reading burden of users, but light, does not mean simple, but will put forward higher requirements for the operation. In the limited space, to deliver high-quality, refined news to users, and have a position to complain, is actually increasing operating costs. Their writing features: although it is actually a 1. 0 PGC production, it looks more like chatting with friends. Compared with ordinary manuscripts, there is less written language and more spoken language, which is completely the way to fly close to the ground.

In addition to the easy reading of 1.0, complaining News also focuses on 2.0 interaction-that is, crowdsourcing production. Obviously, it is not enough to rely on a limited operating team to get accurate sentences. The operator will consciously and systematically launch netizens to complain, then collect and rearrange it, get a new mocking text, and then spread it. The so-called "master in the folk" is nothing more than an endless stream of complaining wisdom of the public as a whole.

Therefore, sarcastic content production needs to meet two conditions:

First, there should be enough users for the platform, otherwise the order of magnitude of crowdsourcing production may not be enough.

Second, there is a professional reproduction team (maybe about a dozen people). On the one hand, this kind of reproduction team should inherit the previous professional collection and editing team and have the ability to control words, on the other hand, because it complains that production is based on crowdsourcing interaction, so it also needs to have a certain product thinking, such as news game design.

The condition is not low, the threshold is very high, what is the return?

Judging from the current situation of several specific operations, traffic is available: the public always likes things that are relaxed and interesting, Tencent NetEase and Phoenix are famous online media, and the channels also have enough push power. But for the time being, there is no answer to how the traffic is realized.

Tencent News Brother, because of the anthropomorphic word "News Brother" in its column name, began to explore the virtual star + fan economy, which is difficult to achieve, whether it is NetEase's relaxing moment or Phoenix's FUN. Tencent designed some avatars of news brothers, personified the brand, and then set up a "brother fan club" platform on Wechat to gather fans.

But the fan economy has so far been the sale of T-shirts, which I personally think is not so much an e-commerce as a means and tool to gather fans. As for what happens after gathering fans, to put it bluntly, there is no answer.

Sarcastic content production is an effort made by traditional portals on the mobile side. There are fragments naturally on the mobile: whether they are fragments of time or attention. Reading on mobile is as easy as possible, not only to know what's going on in the world, but also at no great cost.

It can be said that this mode of production is a kind of user migration. For the portal, through this way, solidify the fragmented group of reading users, and then set up the business model in other ways, to achieve the first step, is quite good.

At this point, I believe you have a deeper understanding of the "method of producing good content". You might as well do it in practice. Here is the website, more related content can enter the relevant channels to inquire, follow us, continue to learn!

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