What is itInternetWhat? Maarten said that the internet was connected to content。
In the past 2015, there have been multiple mergers and acquisitions in the internet services market — in the o2o area — while the entry of social, search and electric operators has remained firmly held by the bat giants, which in part means that the war on connectivity is coming to an end, while the smoke in the content area will rekindle。
It is believed that there are many students who are about to enter or have already entered the internet field, and after seeing this, they will begin to study internet content and related knowledge of content operation so that they can take advantage of the terrain during the war. Today, i will briefly share my views on the content operation of the school guidance network。
What is internet content and content operation
(1) content:
The display of a website (products) that can be used by users for consumption and longer time spent by users, and which promotes user transformation, can be termed “content”。
(2) content operation:
The term “content operation” refers to the creation of content that is adhesive and dynamic to users by creating, editing, organizing and presenting the content of a website (product), thereby increasing the value of the content of internet products。
A website (product) must be filled with content, and the source, excavation, organization, presentation, manner and quality of notification of content will have a significant impact on the effectiveness of content operations。
How to do
(1) initial planning of content operations
In all operations, content operations are the broadest and simplest but very difficult to do. It involves many things and is very detailed, but covers at least the following:
Content acquisition and creation
Content presentation and management
Dissemination and transfer of content
Effectiveness and assessment of content
(2) core of content operations
With regard to the initial framework for content operation, the core of the work can be easily summarized as follows:
Continuous creation and presentation of content of value to the user, ensuring that the user has access to the information in the product
Reduce or increase the cost of user access to content according to website (product) kpi design
Helping website (product) to profit
(3) building the content operating framework
After clarifying the content and core of the operation, the next step was to build the content operating framework。
Before starting this part of the narrative, we need to ask ourselves a few questions:
What is on the website (products)
Where did these come from and by whom
To whom do they look? What are the goals to be achieved
How are these things organized and presented
How are they screened and what is good
To take the example of the current operation of the school guidance network, we answer the above question:
What is needed is quality information on online and offline activities, which can be obtained from the original and from a large website of events, which reach all university students covered by the network, ensuring that they have first-time access to information on in-school and out-of-school activities, which are presented and organized through the app of the school guidance network and related promotional channels, which are currently based on the criteria of student registration and participation, with emphasis on screening areas of activity preferred by university students (e. G. Celebrity sharing, entrepreneurial practices and recreational activities)。
Unwittingly, we have completed the initial sequencing of work on content operations:
Content consumer positioning (website positioning + audience positioning + operational objectives)
Identification of content sources (collection and identification of content producers)
Establishment of content standards (what content is presented, how content is presented, criteria for assessing content quality)
After these points were made clear, the operation began to shift to the preparation of content and to complete the initial accumulation of content before the product went online。
This work can be called “initiation of content”: under an established framework of content, operators prepare to fill in content that is the core of the initial content of the website (product) and represents the values of the website (product) before the user enters。
For example, prior to the launch of this product module, the content operators of the website prepared online activities in a number of fields, such as “tick-out function”, “how university students produce job history” and “founding with a face”, representing the basic values of the school guidance network that are both fun and helpful in their talents。
3 operation of a new community from content
The school guidance network has gradually shifted from the previous platform of content to the social platform of activities, in which content operations continue to carry out very important tasks。
The community is divided into content and friendliness, with content at the heart of the content community and subdivided into creation and presentation。
(1) creation of content
For example, on-line activities are currently being carried out:
The school guidance network uses the student resources accumulated from the previous activity content platform as seed users, using university students who are good at creating content as entry points, encouraging students to enter the product for content creation, guaranteeing content quality and community culture
To encourage seed users to invite their peers to interact with the product and to set the logic of incentives so that repeated invitations can be used as an incentive for registered users to become more involved in the creation of content and in the proper functioning of the community。
The power of other social platforms, such as qqq space, microblogging, etc., is fully exploited. These social platforms can identify university user representatives in various fields, facilitate targeted invitations, or serve as a notification platform for users to send their interests to direct more visits。
(2) presentation
A combination of hotspot events. In response to final exams, winter holidays and spring festivals after the new products are online, the school guidance network has completed its question-sharing activities, leading users to discuss and disseminate them externally。
Theme and summary. For offline and offline activities of the same content, operators are presented in multiple latitudes by means of thematic aggregations that ensure multiple hits by users。
Hot lined recommendation. This product logic, with its core organized content at different latitudes, increases the likelihood that users will see content of interest。
In the end, it's a manual job
For me, while content does consume mind, in fact, it is more physical. Man's mind always runs out, but as long as he has strength, he can continue to contribute, and the word “content” does not mean long speeches, graphics and sometimes a small ideaa can become a quality content。
When i had a strong ip at the heart of my content, i always thought that content was the king and that there was a flow of good content, but through the work of the school guidance network, it was found that quality content could be produced and discovered only if there was enough interaction in the content community。
So, i think content cannot be considered as everything simply, but rather the cornerstone of most content communities is a good experience of interaction. It is therefore essential for students who are involved in content operations to know the point of entry and detonation of the content found on the user。
In the early stages of content operations, each member of our operational team is the content of the product, and we need to give the user something to see, and we need to give feedback to every new user in a timely manner, so that every move they make can get feedback, and each interaction can get value, which is what every member of the content community has to do in the early stages。
It's a very, very tough thing to do. But every time you interact, every feedback, even every time you see an increase in traffic, retention and dynamism, you feel that this is something worth continuing。
Author's summary: wang zheng, english name nine, currently head of content operations in the school guidance network, who worked in the department of physical information under the umbrella of the telecommunications corporation's web media enterprise, has five years of content operations and user experience。
