Shulou(Shulou.com)06/02 Report--

This article mainly introduces "what are the ways to do a good job in content operation and launch to create tens of millions of products". In daily operation, I believe many people have doubts about how to do a good job in content operation and launch to create tens of millions of products. The editor consulted all kinds of materials and sorted out simple and useful methods of operation. I hope it will be helpful for you to answer the question of "do a good job in content operation and create tens of millions of product methods". Next, please follow the editor to study!

In my past work experience, I have been thinking about what people are really interested in. We find that all the time, when the public and the media perceive a brand, they imagine, infer or spread around the "story". Not charts, logic, and data. This rule is also valid even in times when there are no words, such as ancient myths and legends and religious stories, and the simpler the stories, the better the missionary effect.

The Greeks portrayed the story on pottery pieces, which were easily destroyed in history, but the story was handed down, which proves that the vitality of the story is far greater than that of the medium that carries it.

My professional resume runs through the changes of the domestic mainstream media in recent years. For example, when I first worked as an advertiser for a food e-commerce enterprise in Wuhu, it was called "three squirrels". This brand was born in 2012. At that time, when we did this brand communication, it was the early dividend era of Amoy Brand. It was relatively easy to make a brand at that time. We went to find the most powerful advertising channel, and then laid it in a large area. To block this "entrance" and quickly break into the minds of consumers, it should be said that in the early years of e-commerce, it belonged to a blue sea market with no mature brand. This kind of "positioning" theoretical advertising mental warfare is very direct and effective.

But in this era, advertising-based marketing methods in the past are becoming more and more ineffective, and traffic is becoming more and more expensive, so later I focused on the dissemination of research content.

Viewpoint one: the environment of communication has changed.

1. The right to speak is so scattered that we can't care what other people say.

To be a brand, really, you can't guarantee that everyone will like you. There will always be people who are dissatisfied with your products. A few years ago, the voice of user dissatisfaction could not be sent out in the era of advertising and media, and the content and products of that era were separated. Maybe users are scolding, but the media are still saying that a product is good after charging advertising fees, but now, the word-of-mouth of a product is very intuitive in the new media, everyone can comment, the information is completely transparent, and there is even special word-of-mouth data. the product itself has become a direct reflection of the content, at this time, who is the person? People actually become a medium for the dissemination of content and products.

In addition, when all the content is spread spontaneously on the Internet, it will show a state of public participation in creation, and often spread to later, you find that it is no longer the earliest form. Now I occasionally go to bilibili. Bilibili has a lot of parodies of Zhuge Liang and Wang Lang in the Romance of the three Kingdoms. The Romance of the three Kingdoms is a serious historical drama, but netizens on bilibili can do it very nonsense. Many people complain that they don't understand and don't understand what young people who are born after 1995 or even after 00 are thinking.

2. the phenomenon of "content compression", everyone likes to watch jokes.

Based on the communication environment of Weibo and Wechat, I put forward a concept called "content compression", which is a concept I put forward at the beginning of the book "Resonance".

What does content compression mean? If all the content is spread in the circle of friends dominated by Wechat, then the lengthy and in-depth content in the original large media is no longer suitable for dissemination. Open Wechat, many people will find that kind of articles with about two thousand words and a little chicken soup have been very popular in moments. The mainstream format of moments has become a "compressor", putting large chunks of deep content in the meat grinder, and the final piece comes out very thin and shallow.

3. Information nest room, we only look at the push messages in the circle.

Something happened some time ago, that is, Zhao Wei's new film casting event. We will not judge whether this is right or wrong, but let's just talk about the spread of the event itself. An interesting phenomenon is that when the whole country is criticizing the casting event, I found that in the information flow of my circle of friends, everyone is brushing another thing, that is, the resignation of Feng Dahui, the founder of the original lilac garden CTO. People in the technology media and self-media are extremely concerned about Feng Dahui's resignation, not only in moments, but also in various groups. It seems that there are many more people following Dahui than Zhao Wei. Is this really the case?

Of course not, it's just an illusion created by the information nest.

Search engines, social networks and music video sites are getting smarter and smarter, recommending content and people according to your preferences, plus artificial blocking and screening, leaving the same "taste". But this sometimes gives us the illusion that what we are seeing is the mainstream of the outside world.

Viewpoint 2: how to adapt to such an era

In such an environment, the information attached to the product spreads very quickly in the mobile Internet era, and you will find that the main body of communication is people, and the "connection" between people spreads the product content, and a lot of content feedback is directed at the product. In the past, under a single channel, the authoritative media with qualitative description of the product failed, so I put forward a conclusion: "the product is the content." The user is the medium.

In order to adapt to the era of product and content integration, we will face three problems. Next, let's talk about several methods of brand content dissemination in the mobile Internet era, and we should say how to use these methods to build high-quality brand content.

1. How to make the audience interested in your content

First of all, we should give each other a reason to understand our products and services. This reason is "connection".

If you think about it, if a user finds that the content delivered by a brand or an article in his moments has nothing to do with him, if it is not out of curiosity, he will not immediately follow or even retweet it. So contact is very important.

We pay attention to a message because it has a "connection" with my heart. For example, parents like to forward health jokes or healthy content on moments, because these things are closely related to them, and young people will feel particularly annoyed. Because these problems are not related to us for the time being, but our parents have a heavier sense of crisis, and his retweet is a kind reminder to others.

If a content is connected, he will pay more attention to it and may spread it. For example, the "escape from Beijing, Shanghai and Guangzhou" planned by the New World Prime Minister is very typical. At present, we do Tuba rabbit content, this part seems to have some difficulties, because home decoration is an industry that people are very concerned about at some stage, but pay less attention to at other stages. But we can lengthen the cycle of content, we go to provide users with some aesthetic and interesting content about home, to satisfy their imagination of the future family space, in fact, many people who are still concerned about house prices have a very good impression of the Tuba Rabbit, and I believe that these people will pay more attention to us in the future.

two。 How do emerging products seize an old and mature market

The second keyword we say about content is called "confrontation".

Let's recall that among the enterprises in our circle, which enterprises have shown the most obvious subversive posture from birth to development?

Let me tell you, it is Ali and Didi. At that time, Ali consciously threw out a confrontation model, "e-commerce versus traditional enterprises," Didi, similarly, "online travel against traditional taxi hailing" is a conflict between new things and old things.

So we say that a key word is "confrontation". The model of confrontation can tell a story very simply, and it is easy for people to "substitute" themselves, such as traditional industries against the Internet, struggle for youth (life) confrontation, new things against old things, and so on.

The essence of all sports revolutions, business innovations, or "pain points" solved by enterprises is "confrontation". Through confrontation, it is easy to create "tension" in the content. In the confrontation, there will be two roles, one is a good guy, and the other is a bad guy. in China, the public has received "dual education" for a long time; black or white, no one is willing to bear the charge of "stifling new things." so most people will support new things.

Who are these early users? They are dissatisfied with the old business model, and willing to try innovators, such people have the characteristics of early users.

When we did home improvement promotion, some people in the circle pushed a concept called "Internet decoration" to distinguish it from the traditional home decoration business model that was redundant and full of pain points in the past, using confrontation.

3. How to make the product have the potential energy to spread everywhere

In the end, you will find that all the brands that spread are summed up with the word "story". What kind of stories do ordinary people like? the answer is a story with a considerable "gap". We have an idiom called "ups and downs", which describes this person's life, or the birth of this product, is not an ordinary straight line. When Chu Shijian came out to grow oranges, why did multimedia people like this brand story? because Chu Shijian's life has great ups and downs, including the gap. This kind of story is liked by the media and accepted by the public.

Viewpoint 3. The ability to give product content is becoming more and more important in entrepreneurship.

I was recently reading a book called Gun germs and Steel, which described a case of the rise of modern countries, why the West could conquer America because of gun germs and steel. But if you look at it from a commercial point of view, one civilization to replace another civilization, itself is very much like the competitive behavior between traditional enterprises and Internet enterprises.

Before the white man entered, America was a traditional agricultural market. Among the three weapons brought by the West, guns, germs and steel, guns represented more mature and iterative technology, and steel represented resources necessary for commercial development. Germs are a metaphor for transmission and media, because it relies on human-to-human transmission.

These three abilities are what many traditional enterprises lack, and they are far from aware of them.

At this point, the study on "doing a good job in content operation and creating tens of millions of product methods" is over. I hope to be able to solve your doubts. The collocation of theory and practice can better help you learn, go and try it! If you want to continue to learn more related knowledge, please continue to follow the website, the editor will continue to work hard to bring you more practical articles!

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