Community content operation

In fact, community content is mainly divided into two parts: the content produced by enterprises and the content spontaneously produced by users. The former mainly appears in the form of soft articles, videos, materials, activities and topics. The latter is the main topic. Although the content of the community can be roughly divided into these two categories, the author believes that the most important content of the community is actually the topic; After all, the core of the community is a group of people with the same interests, cognition and values, and then interact with each other. Therefore, whether it is the content generated by the enterprise itself or the content initiated by users, whether you are in the form of soft text or video, or planning an activity, it will eventually be implemented to this point. Only if your topic is attractive enough and deep enough, your community members will naturally be activated by you! 1. Community Content Focus: What kind of topics can capture users? Let's look at the types of topics first: the classification of topics can be roughly divided into these four categories: professional topics, personality topics, hot topics, and universal topics, which should be easier to understand; It should be noted that you can use common topics to break the ice without knowing much about users. And when you have a certain understanding of the user, you can talk to him about some relatively professional or hot events; As for topics such as personalization, it is actually to further narrow the distance with users. This requires you to do enough user research before using it. 2. Topic discussion process The enterprise publishes a soft article, a video, and even plans an activity, with the purpose of leading to a topic, thus activating users; Therefore, when we determine the direction of the topic, we need to do a good job in organization, that is, to ensure the effective development and orderly progress of the topic. There are two kinds of discussion forms of topics: one is random discussion and the other is formal discussion. Whether it is a random discussion or a formal discussion, the general process is as shown above. But in practice, we often combine these two discussion modes; For example, you can discuss a topic randomly in the group first, and then the sponsor will record it according to the results of the discussion and invite interested users to have a formal discussion at another fixed time; Usually formal discussions usually involve a relatively awesome lecturer, and members can consult and interact with the teacher according to the results of previous random discussions. Of course, enterprises can also directly aim at a certain topic and go to relevant teachers or industry experts to give lectures and interact. In the discussion of topic form, we usually follow random discussion+formal discussion or only formal discussion, and will not choose random discussion alone; Because sometimes, even if the discussion is fierce, it will not help us achieve our goals and it is meaningless, so we still need to guide the topic discussion to further promote the realization of our goals. All right! So much for the trilogy of community operation. Of course, it is not enough to really run a community. The above content can only be said to be a prerequisite for community operation, and then it also includes the issues of community activity, community transformation and how in 5W 1H, which has not been elaborated; In addition, it also includes the integration of community resources and the closed loop of online and offline communities. Regarding the community operation, I found that there were too many things to write, so I decided to temporarily divide them into the next two chapters, so that my friends would not look too tired (in fact, I was lazy). Finally, I want to emphasize that we should read all kinds of books and articles about operation. In addition to learning the experience and knowledge of great gods, we should also develop the habit of thinking and apply the results of thinking to practice. If you just study blindly and don't know how to think and use, then even if you are given a superb martial arts book, you can't be a hero in the Jianghu! This knowledge of dry goods is included in the courses of Internet marketers. In addition to short video operation, there are professional knowledge courses such as on-site sales, product selection and platform management. Students who want to change careers, start businesses, work part-time or full-time can learn about it. After all, under the background, online marketing is the trend. Network marketing is a new profession born under the influence of the development of the times and the epidemic situation. Published by People's Society, with high gold content and easy entry, you can learn at the age of 18. Good prospects, breaking through the income ceiling, part-time, full-time, employment recommendation. Recommend Zhongsi Zhishu, an officially authorized research institution for Internet marketers, with formal qualifications, rich courses and high pass rate. 1v 1 intimate service, online part-time job and employment recommendation service! ! ! You can click on the business card below to add the details of the teaching assistant consulting research. Their family also has online part-time job opportunities: 1. Planning of community content 1. Why plan community content? Every growing community has certain operational goals. Whether for the realization of fans or brand communication, this Polaris indicator is the direction of our operation. The overall planning of community operation needs to be done from beginning to end (just like a voyage map), so one of the key points of operation planning is our planning of community content (necessary skills for voyage). From which dimensions should we plan the content of community operation? (1) Objectives Fully understand the ultimate goal of our operation, and then decompose it step by step to make clear the key points we need to achieve step by step. Try to answer the following questions and take notes. What is the ultimate goal of our community operation? you do not get it , do you? What is the current stage of our community and what is the goal of this stage? What operational actions do we need to do at this stage? Based on the current operation stage, what is our content planning framework? (2) The audience is familiar with and understands the user attributes of our community. User attributes will naturally give us clear content guidance. Try to do the following steps and make records. The first step is to describe in your mind: gender ratio, age range, the scene of using our products, job attributes, and what skills do they have? What kind of promotion do they need? Wait, list the portrait elements that you can easily understand. The second step is to think about what content is more popular with community users and why? Step three, what is helpful for us to achieve our goals at this stage? The fourth step is to enter the community with the same frequency as peers to observe and learn. Which of their content users have a great response? (3) Theme Through in-depth understanding of the target and audience, we determine the theme of our community operation content, and divide the theme into weekly theme and daily theme. First, try to list a matrix table (in weeks) to clarify your inner understanding of the operation content planning. (4) Frequency According to the matrix table of community operation content made by us, combined with our audience portraits, plan the output time of our content (is each theme content suitable for Monday or Tuesday? Morning or afternoon or evening), output frequency, etc. (once a week? One a day? ) and so on, after completing this step, the schedule of our community operation content will be very clear. Second, the editing of community content 1. Determine the topic (1) Be familiar with 300 Tang poems, but you can also recite various comprehensive information about libraries, industries, official WeChat accounts, dry goods skills, peer resources, etc., all of which are battlefields that must be paid attention to and studied. (2) Inspiration of Copywriting and Topic Selection: Top Copywriting Top(Meihua.com New List 3(3) Choosing a good topic is the premise of copywriting editor. Taking a topic in the editing community operation schedule (such as recruitment section) as an example, the following basic steps gradually determine the topic: decompose the topic into various related keywords such as recruitment skills, recruitment management, interview quality, and access process management. Search all kinds of related keywords for learning and absorption, reserve high-quality resources, and make clear the general direction of this topic. 2. Refine the content structure (1) Refine the main title and alternative title of this issue. Optional angles: What pain points does the content solve for users? What thinking value can these contents bring to users? Which specific scenario does the content solve the user's needs? What are the highlights of this content for the community? (2) Refine the key points of the content according to a certain logical relationship, and refine 2-3 key points of the theme content. In the era of speed reading, people can remember very little information in the fragmentation time, so the content should not be too long and the theme should not be too scattered. The refinement of key points is the most direct way to make users interested in community content in the shortest time and willing to pay attention to small and beautiful fresh content (small angle, excellent copy and clear content), which is the first choice. Content structure-The best way to refine the title and key points is to brainstorm and work together. At the same time, the combined structure of title and key points is also the first-hand source of community content preview and circle of friends promotion. (3) Filling the structure and content is good. This step is very simple, because in the previous step, your title+key point = content outline has been clearly listed (with the answer), and you can start editing the content quickly (knowledge processing, copy and paste) to fill in every key point. If you are very careful in the process of title refining and key point refining, then the content editing process will be very smooth. A poem is described as: reading thousands of books ~ writing like a god! After the content is edited and filled, reflect on whether the title can be fine-tuned more accurately. Question: Why refine the outline first, and then write the content? If we write the content first, then refine the title and key points, according to this idea, it will be particularly easy to make our content illogical, very easy to give up halfway, forget the core of the theme, and even deviate from the theme, resulting in all previous efforts being wasted. It will be very difficult to refine the title and key points in turn after the final content comes out. You will find that the content does not serve the theme, and the brainstorming team needs to take the time to understand the content first. At this time, the discussion will be very scattered, far less focused than when refining the content structure at first. The probability of overturning, re-editing or even re-selecting the topic is very high. 3. Pay attention to the tone starting point of language identity transformation, which is directly related to whether our content has community affinity. What is social affinity? Community affinity means that our content not only meets the needs of users in theme, but also must be on the same frequency as everyone in identity. A community is a place where a group of people communicate and speak at the same frequency. You must choose the same identity at the beginning of writing. For example, today's output is about the skills of HR recruitment interview, so our identity in this content must be an HR, a HR similar to the general public in the group, rather than packaging ourselves as an HR expert just because we undertake the output of the course. We don't need experts to shout loudly, but we need the community to let a hundred flowers blossom. In the communication of the community, we also need to switch our sense of identity to the identity that is no different from the group friends. If you don't understand, you can try to feel the community affinity of each of the following sentences: professional HR should pay attention to the invitation before the recruitment interview; HR should pay attention to the invitation before the recruitment interview; Pay attention to the invitation before the recruitment interview. Obviously, 1 has the best social affinity, and 2 has the worst social affinity. "1" gives people a sense of superiority, while "3" makes identity transparent, thus generating social affinity invisibly. The conventional processing method is to directly replace the words HR or you in two kinds of expressions with "we". 4. The content is moderate in length. The nature and rhythm of the community determine that the length of community content should not be too long. Try to control the content within 35 articles each time and the broadcast time within 25 minutes. But the point is that the content is clear and reasonable No matter how long it is, our content must be clear and serve users and goals. It is also delicious to use the corresponding resource package as dessert or cut fruit from time to time.