Four essential methods for content operators, so that you don't worry about KPI any more

Written expression 2021-02-23 15:49:53
essential methods content operators don


“ Why is it running 1 Months , There's no powder rising ?”

“ Why is the group so active , No one's buying classes ?”

“ Why do I think the activity is very attractive , The participation rate is so low ?”

……

This is a problem that most content operators who have worked for less than three years suffer from . How to stop being 100000 whys every day ? Please see the following 4 The big way .

One 、MECE classification

MECE yes Mutually Exclusive Collectively Exhaustive Abbreviation , Chinese meaning “ Are independent of each other , Completely exhausted ”. in other words , To be able to solve a major problem without overlapping 、 No missing categories .

For example, divide users into men 、 A woman 、 Children just overlap , It can be divided into men 、 Women or children 、 adults ( youth 、 middle-aged person 、 aged ) etc. . What's this method like ? Tell you what you're doing 、 User research and growth thinking are very useful tools .

1) There is no idea of topic selection , What should I do ?

With what I used to run 1 Tiktok accounts for adults , The topics are divided into the following sources .

Regular content : As long as it's practical 、 The English content of dry goods is OK , It can be done by squared paper for practicing calligraphy 、 Mind mapping 、 Competing goods analysis 、 User message mining .

In the hot spot Rong : Find English related hot spots , such as KAWS pronunciation 、 The correct English name of Quasimodo .

In series Rong : Based on the system and knowledge of English , For example, English idiomatic small words series 、 Words commonly used in American TV series 、 Chinglish mistakes .

3) How to understand our users ?

Is the content well done , It depends on whether the user pays for it or not . Understanding user portraits is a must for every operator .

What is the user portrait ?

Through the circle of friends 、 Telephone / interview 、 questionnaire 、 community , Even book reviews + bullet chat + Article title — Focus on celebrities — Microblog tag — User portrait . Finding user portraits is still the first step , What is more important is to determine the necessity of content output 、 charm 、 differences 、 Indifference attribute .

How to find out where the seed user is ?

Offline ( The little red book )、 Internal channels ( Goddess evolution - Scientific assessment guides the focus on Pu Pu's laboratory )、 Target channel ( pay 、 Maternal and infant KOL Push class , Focus on )

 Essential for content operators 4 A way , Let you no longer KPI To be worried


4) How to increase official account number ?

Adhesive type ( original 、 Reprint )、 Paid ( cooperation 、 Put on the 、 Guang Dian Tong 、wifi、 test 、 Pay attention after payment 、 Free flow 、 Offline gift inflation )、 Fission type ( distribution 、 Mission treasure 、 Clock in 、 Red bag lottery 、 community 、 Unlock )

Two 、 Scoring

When operators face multiple choices , And each choice has several dimensions to consider , We need to use the scoring score to quantify the evaluation results . If necessary , It's OK to consider weighted weight comprehensively .

1) Companies use external media matrix for traffic , Which platform should we choose ?

product : Product status 、 potential 、 maturity

company : Company status 、 power

At the operational level : Traffic 、 The crowd is pure 、 Fans value 、 Support 、 Competitive environment

Product evaluation : Relational chain 、 Distribution logic 、 Content form 、 length 、 Production mode

 Essential for content operators 4 A way , Let you no longer KPI To be worried


Photo source: Huohuo 《 The new media P2 Course 》

2) Resources for existing companies , Decide the next short video direction ?

 Essential for content operators 4 A way , Let you no longer KPI To be worried


3、 ... and 、 Take apart

Between good operators and poor operators , Is to understand and grasp the clear path . Break down a complete activity into every step , You will find that you can optimize a lot of details .

 Essential for content operators 4 A way , Let you no longer KPI To be worried


1) Fission activity process

The following figure for 2018 year 11 Yuewang easy money H5 Path analysis chart of curriculum , No sales were found , But there are people who are interested 9.9 ten thousand people .

 Essential for content operators 4 A way , Let you no longer KPI To be worried


In terms of channels : Get through the operation circle first , No matter the official account of Internet operation 、H5 Official account of case category , The official account is the most likely concern for operators , You know what 、 Netease public class , They are also good at learning 、 People with the habit of paying for knowledge .

then , Cross circle is what distribution can earn 29.7 element , It's about tuition 37%, Interest driven social networking , Realize cross circle communication . In this way, it is likely to radiate to non operating Internet people , Like advertisers 、 Confused but studious college students 、 People who want to switch to the Internet and simply H5 Interested people .

2)sop Executive table

Before the implementation of specific activities, the specific matters shall be compared according to the schedule , Details and Implementation . The picture below is just a new lesson , But it still needs the cooperation of many parties , Execution for consecutive days .

 Essential for content operators 4 A way , Let you no longer KPI To be worried


Four 、 Checklist

For most operators , Some of the work is routine and repetitive , For example, public articles 、 Short video 、 Community activity release .

Uncle Qiuye said , Write down everything you do , It's experience . Turn experience into a list , It's accumulation that others can follow . How to polish your skills from seemingly trivial things ? Checklists can help you accumulate .

1) Check list of long drawing of course package

It effectively avoids basic errors , Constantly optimize every seemingly repetitive work , Improve your professionalism quickly .

 Essential for content operators 4 A way , Let you no longer KPI To be worried


besides , You need to ask yourself the following questions .

1) Not every long package of a course needs all in, But whether every link has taken into account ?

2) Is the logic of the long packing diagram clear ?

3) What's the ultimate reason to buy for users ?

4) What is the principle of overall visual design ?

2) Poster checklist

Every operator is familiar with posters ? What should a good poster look like ?

You can take a look at my previous poster iteration , From left to right are versions 1、 edition 2、 edition 3 And the last version used 4.


 Essential for content operators 4 A way , Let you no longer KPI To be worried


 Essential for content operators 4 A way , Let you no longer KPI To be worried


 Essential for content operators 4 A way , Let you no longer KPI To be worried


 Essential for content operators 4 A way , Let you no longer KPI To be worried


Slide left and right

It's business 《 Netease public class 》《 Sanlian weekly 》 How to brush the screen The great God of fission , Summary of fission poster design 6 elements .

 Essential for content operators 4 A way , Let you no longer KPI To be worried


Contrast this 6 Big element , My analysis is as follows :

User's identity : key word “ Children's Enlightenment ”、“ Young rise small ”, It's for parents of young children , Can establish a good image for children's education .

Main title : After testing ,“ Young rise small ” It's just a need for parents , Than “ Children's Enlightenment ” Words have calling power . edition 4 It's using “ Young rise small ”.

The outline : The first 1、2 There are a lot of selling points in this edition , But they're all huddled together and don't stand out , It's not easy to read . The first 3 The information of the version is separated , But it's all a list of course content , Lack of interest , It doesn't look particularly attractive . edition 4, In version 3 On the basis of , Save 1.8 Ten thousand yuan highlights and enlarges .

Endorsement of trust :1、2 Version has 200 The enlightenment lesson that thousands of children are learning , It's just an endorsement of trust .3、4 There's a lack of both . If there are no well-known teachers and KOL recommend , From the perspective of the platform influence of beva's children's songs .

Sense of urgency :1、2、3 Version of “ Time limited discount ”, The first 4 Version with small characters “ front 500 Name plus value 300 Meta parent class ”, Increase the stimulation .

Short term benefits :1、2、3 All versions are lacking , The first 4 Version of 300 Metaparent class is a short-term benefit .

Remove the copy part , edition 4 The image of primary and secondary school friends will also increase everyone's attention . edition 1、2、3 It's more like a sales promotion in the second and third tier cities , The age group is too young , It is different from the target population .

In fact this 4 Both methods are easy to understand . But it's just like the three lessons advocate that actions speak louder than words , Only when we really use these methodologies in our daily life , And better help yourself to finish the work , That's the real mastery !
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