Operation article - the definition of content operation and the development

Speaking of operation alone, many partners may be confused, the title is too big. It is divided into content operation, product operation, user operation, activity operation, community operation, data operation, e-commerce operation and so on. We are talking about content operation today, with the continuous development of the Internet, the work of website operation is also constantly subdivided. This is an era in which content is king, which is my consistent point of view. Who can make quality content that meets the needs of users, who will be able to develop for a long time. Content operation is an operation strategy, based on the content of the product for content planning, content creativity, content editing, content publishing, content optimization, content marketing and a series of content-related work. It contains the following elements: content operation applies to all media channels and platforms. Content operation should be translated into providing a valuable service for users. Content operation should have measurable results and eventually generate profitable behavior. The basic process of content operation: sharpening the knife. Before formal operation, there are five aspects of preparation that need to be done: I. Introduction to content operation 1. Definition and common modes of content operation Content operation, as the name implies: through the creation, release and dissemination of reasonable content, to deliver valuable information to the user, so as to achieve the purpose of network operation. The role of content operation is summarized in two points: to meet the user's content consumption needs, and to convey the positioning and tone of the product. The common mode of content operation: from the earliest website editing, to later website operation, to the current content operation, this position is constantly evolving. In the current working mode of content operation, there is a part that continues before, similar to editing; there is also a part that draws on the idea of product operation, which has innovative elements. Therefore, content operation can be divided into traditional mode and innovative mode.2. Elements of content operationContent operation is an operation strategy, and it contains the following elements after synthesizing various definitions of "content operation": content operation applies to all media channels and platforms. It translates into a valuable service for the user; it engages the user, impresses the user, and influences a positive relationship between the user and the brand/product. Content operation should have measurable results and ultimately generate profitable behavior. Second, how to implement content operation do content operation need to focus on solving the *** sexual problems include: content, platform. 1. content content operation is through the creation, editing, organization, presentation of quality content of the product to achieve the purpose of pulling new, promote the living, conversion, retention and other operational purposes. Mainly responsible for the production/collection of content, through screening, thematic planning, automatic recommendation, content push and other means, the quality of the content with the best reading experience to the content consumption users. In my understanding, content operation is the process of matching the right content to the right user, and satisfying user needs through content. (1) Presentation of ContentContent is presented in a variety of forms such as soft copy, social media, press releases, audio, podcasts, blogs, white papers, music, animations, images, infographics, online teaching or TV broadcasts, slideshows, videos, seminars, apps, games, and more. (2) Content strategy hot content: that is, content with rapidly increasing search volume and rising popularity and attention during a certain period of time. Timely content: Timely content is content that has the highest value within a specific period of time. Immediate content: Immediate content is content that fully demonstrates what is happening at the moment. Continuous content: Continuous content means that the content content content is not subject to change over time, no matter what time period the content is not subject to the limitation of timeliness. Programmatic content: programmatic content that has a certain logic in line with the operational strategy of the program content. Practical content: Practical content refers to the content generated by the rich experience accumulated through continuous practice in the process of actual combat. Promotional content: promotional content that is in a specific time for promotional activities generated by the operation of the content, promotional content value is often reflected in the enhancement of the enterprise more rapid promotion of products to enhance the corporate image. 2. content operation platform selection content operation platform is broadly divided into: traditional media (press, outdoor, communications, radio, television); self media (blogs, microblogging, Weibo, microblogging, Baidu official posting, forums / BBS and other online communities). BBS and other online communities). Here only introduces the common conversion platform in daily operation: WeChat, QQ, microblogging, mobile Internet portals, enterprise mobile APP and so on. WeChat: WeChat personal platform; WeChat circle of friends; WeChat public platform. Microblog: Microblog is simple to operate and convenient to publish information. A microblog, just a simple idea, you can complete a message release; interactive, can communicate with fans instantly, timely access to user feedback; low cost. Mobile Internet Portal: Many enterprises would like to choose their content operation platforms in Sohu, Sina, Netease and other portals, the access volume of these sites is really huge, once you can succeed the effect is naturally significant, but if the enterprise does not have regular cooperation with it, the difficulty and cost of operation will be very high. Enterprise client APP: for general enterprises APP cost high cost, promotion is also difficult. Enterprises can also do content operation in other third-party APP platforms, such as Zhihu, Douban, Nutshell, etc. in combination with activity operation and Q&A operation, so that they can combine the advantages of multiple platforms.3. Content Operation Implementation Steps (1) Content Operation Planning: How to deal with the relationship between the brand and the content, how to maximize the effect of the brand's dissemination, and how to match with the brand's overall strategy. In the content operation planning stage, it generally includes four major aspects: operation background, product audience, operation goal, strategy and response. (2) Implementation of content operation: the first step, content planning: planning content from the problems encountered by the user, to understand what problems the user encounters, and here is the key point: to provide solutions to the user. The second step, the organization of the content: consider what benefits to bring to the user, very directly and concisely put it forward. (Pay attention to the friendliness, simplicity and fun of the content.) The third step, the placement of the content: turn the owned media into an entrance to the category, attract users with content and let them come to the company's own platform. The fourth step, the dissemination of content: the first point is to attract users to search for information, so that they take the initiative to obtain information, try to avoid mandatory push; the second action, it is to stimulate the user to share, when a link is set up, a mechanism for fans, users to share, the dissemination of a self-operating ability. (3) Content operation effect analysis: you can analyze the overall effect of content operation by checking the relevant data of each publishing platform, such as the number of readings, retweets, likes, etc., and summarize the problems and experience gained in the implementation process. Third, the common methods of website content operation license Email operation blog operation WeChat public number operation content sharing operation search engine operation (content operation diversion methods) viral operation (content operation comprehensive application) Fourth, the future development trend of content operation future changes in content operation: 1. The source of content operation: to create "content-based products 2. The value of content operation: to become an experience link in the purchase chain, and strive to bring a better user experience. 3. The theme of content operation: "let ordinary people influence ordinary people" + "heavy compartmentalization". 4. "Platform for content operation: quasi-media + rich media The boundaries between professional media and brand media are increasingly dissolving, and companies can become their own media distributors. After the "microblogging fever" and "WeChat fever", brand owners have become more rational about the layout of "self-media": "rich media + quasi-media The trend is "rich media + quasi-media". This stems from the continuous rise of various social media platforms (rich media), and most of them are niche and personalized (quasi-media). Many companies in the layout of the self-media, began to "official" as the axis, and then according to the different attributes of other social media platforms, to create a different style of self-media, maximizing the platform's demographic dividends. This exploration will be in-depth in the future.5. The expression of content operation: integration with technology, so that the content is more texture, sense of experience.6. The creation of content operation