Switching from zero experience to new media: how to switch from food to new media operation?

After 2020, I chose to switch from food to new media operation. As we all know, the first half of 2020 is the peak of unemployment, which is not suitable for me to resign. Unfortunately,/kloc-resigned at the end of 0/9. I planned to find a job with plenty of time as a transition period after the year, but I didn't expect to encounter an epidemic.

In a sense, the emergence of the epidemic accelerated my career change. In just a few months, I experienced the process of resignation-unemployment-career change, so this year is of great significance to me. So I want to use this article to record this important turning point in my life, and also to provide some reference for people who want to change careers.

The article is a bit long. Let's go to a directory to sort out our thoughts:

I am a woman of food engineering. 18 After graduation, I joined a third-party testing company as an experimenter. Every day, I face a pile of countless samples, reagents and data, which is basically the case for 365 days.

After half a year, I began to feel that my current job has great restrictions on my communication skills and the promotion of my core competitiveness. On the other hand, this boring working atmosphere seems to lead a middle-aged and elderly life ahead of schedule, so I began to look for a new career development direction.

At the beginning, when I was thinking about what to change careers, I listed several key words: interest, prospect, industry and salary. Finally, I chose my interests and prospects according to my own experience.

I participated in several business plan competitions during my college years, so I found myself good at market research and marketing, and occasionally took time to read some related books. Considering my own advantages, the job I wanted to find at first was actually a marketing post.

Later, after reading the book "Light of Operation 2.0", I realized that operation can be said to be an online mode of marketing, so I turned my attention to Internet operation.

But there are many subdivisions of Internet operation, which one is more suitable for me? Later, I read a lot of Zhihu's praise posts and dozens of Zhihu's answers, and came to a conclusion: We can start with the content and then develop horizontally. The new media operation only takes content as the core, interspersed with other related work content, so it is mainly based on new media operation in the end.

You need to be careful when changing careers, so the more information you search before changing careers, the better. I have made thorough contact with new media posts in various ways.

1. What exactly does new media operation do?

New media operation is to promote a product that can solve their pain points to target users through existing new media channels, and realize more profits while solving user problems.

Simply put, the main work of new media includes four modules: innovation, promotion, retention and transformation. It is a comprehensive application of content operation, activity operation, community operation and product operation. Need to have the ability of user research, copywriting, content production, overall planning, business cooperation, data analysis and so on.

2. What are the operating prospects of new media?

Later, in order to understand the salary and treatment of new media operations, I also checked on the recruitment websites such as Hook, 5 1job. The results show that, taking Beijing as an example, the average salary of new media operators is 8~ 10K.

Although I turned poor for three years, for an ordinary undergraduate like me, the salary level after two years' work is almost 6~8K, which is very "Qian Jing" compared with the operation of new media.

3. Workflow of new media operation

I learned from my friends who are engaged in new media operation that new media operation is basically a process of demand analysis, topic selection, material collection, content creation, content modification, channel release and data analysis and summary. The steps are basically the same as when I made the project plan before, and some working methods can even be said to be interoperable.

In the preparation stage, I learned about several mainstream Internet operation training institutions and experienced many free courses from Netease and other institutions. Finally, from the professional level, teaching style and personal preference, I chose the one that is most suitable for my own study. The whole research is divided into theoretical part and practical part.

Theoretical knowledge reserve (take 1 month)

The theoretical knowledge of new media operation can be roughly divided into three systems: marketing, psychology and communication. Through the study of theoretical knowledge, I changed the original thinking mode and learned to solve problems with user thinking, marketing thinking and lazy thinking. It took less than a month to study at this stage, and I took a lot of notes in the process.

For example, when it comes to marketing, marketers can casually name some commonly used marketing methods, such as 4P theory, PMF model, marketing funnel, AARRR ellipsis and so on. In fact, the logic between these models is the same, that is, at the right time, in the right way and channel, the marketing information is delivered to specific people. Combined, you will find that marketing is inseparable from these elements:

What?-products and services

Who is the target customer?

When is marketing opportunities?

Where is the marketing channel?

Why?-Marketing objectives

Marketing method

Practical training (it takes nearly 1 month)

The training of actual combat events is the core part of participating in the training, and the achievements in this part are the stepping stone to job-hopping. The course I applied for divides the whole practice into three modules: WeChat official account practice, Zhihu practice and SEO drainage practice.

As a novice of new media, the first thing to do is to be familiar with the major platforms. The most basic thing is to register an account, then fill in all the information, understand the management regulations and operational precautions of the platform, and then start content output.

Take the official account of WeChat as an example. To operate an official WeChat account, we must first locate and set it.

Positioning: according to personal interests and good content, determine the field you want to do, and also determine the personnel design and style.

Settings: Change the name, ID, avatar logo, first attention reply and menu bar of official WeChat account according to the positioning.

At first, I thought the practical stage was not particularly difficult, but too young and naive. I didn't know how white my family was until I started to do the project in actual combat. Facts have proved that slow and steady progress is fundamental. In reality, the rookie's counterattack will never have a protagonist aura!

For example, the most basic setting of WeChat official account: version v 1.0 failed, and only got 44 points. ......

Later, according to the teacher's comments, I changed it bit by bit. As a result, version 2.0 was still unqualified, and it didn't meet the requirements until it was changed to version 3.0. It was an intense, fast-paced day, painful and happy.

I have listened to many open classes of job interviews since college, and I have also consulted headhunters about matters needing attention in the job-hopping process, so after the actual combat stage, I began to apply for resume interviews directly. Fortunately, I received an offer from the new company in mid-April and successfully switched to new media operations.

Later, I received an offer from another company, but I refused because it was too late.

You should be fully prepared for every interview. If you are like the interviewer in the picture, you can only say that the boss who accepted you has a pair of eyes comparable to X-rays. So what should we pay attention to?

Resume optimization

A good resume must be concise, highly matched and digital in past achievements. For new media operations, there is also a platform link, which is to add links to articles published by WeChat official accounts or articles published in the past to your resume.

Exhibition of works

For job seekers with zero experience, the biggest advantage of actual combat projects is that they can provide proof of their abilities, and the articles written, videos produced and corresponding data in actual combat projects can strengthen persuasiveness. Therefore, before applying for a job, we should make a comprehensive review of the actual project and organize it into a clear and definite job.

Customization scheme

Before the interview, you can check the company's development history, main business and whether there is any new strategic deployment on the official website of the interview company. If possible, you can experience their products and make a product analysis or solution. If you show your sincerity to the interviewer, it will increase the success rate of the interview.

Interview skills

Pay attention to manners, speaking skills and on-the-spot reaction during the interview. It is worth noting that some companies like stress interview. During the interview, you may be hinted from different angles that you are not suitable for this job. That's what I did when I interviewed. So be confident when interviewing, don't be led by the nose by the interviewer, have an objective understanding of yourself, and be neither arrogant nor impetuous.

Although I will still work overtime after changing careers, my salary level has been greatly improved, and I am doing my favorite field, even if I am tired, I enjoy it. And because of the nature of my work, I often interpret interesting advertisements, copywriting and videos from the perspective of marketing.

Now I feel that life is full of marketing, and the premise of content output is that I have content in my mind, so I will actively learn and contact some new things and gradually develop the habit of reading. Occasionally I will go to the bookstore or library on weekends, which may be the biggest change that this job has brought me.

1. Be cautious when changing careers, and make risk assessment and psychological preparation before taking action. Check more information and ask more questions to minimize the chance of making a mistake.

If you are sure to change careers, do it early. The later you change careers, the higher you sink in Chen Ben, and the greater the pressure from psychological, family, economic and other aspects.

3. Changing careers requires strong execution and perseverance. In this process, the mentality will change with the change of time and difficulty. It is forbidden to fish for three days and dry the net for two days.

4. What to do when changing careers, you should choose according to your own interests, fields you are good at and personal personality, and what suits you is the best.

Be careful when you resign, and don't pay for the impulse. Understand the industry and working status of the 20-year-old target position before resigning.

PS: I made full preparations before resigning, and began to study online during the epidemic isolation period, so the impact was not great. However, under normal circumstances, if you quit your job without preparation, you will face the pressure of not having financial resources for 3-6 months or even longer, so I don't recommend quitting your job without preparation.

6. There are many things to learn from scratch, which need to be prepared in advance:

At least 3 months of concentrated study time, a deposit enough to support your expenses for 3-6 months, and maybe you can find an affiliated company with full-time social security.

7. Keep yourself busy during your resignation.

Try to find something to do after a short adaptation period, such as research, fitness, reading and so on. Don't let yourself be in a relaxed state. Otherwise, it's easy to get anxious and start to doubt yourself. In addition, due to inadequate preparation before applying for a job and insufficient ability reserve, it is easy to fall into passivity, and it will also leave an unconfident impression on the interviewer during the interview and reduce the success rate of the interview.

Finally, I want to say that switching from zero experience to new media is not as difficult as I thought, but it is not easy. You need strong execution and perseverance. Don't give up halfway when you decide.

I have sorted out the dry goods and notes collected in the process of changing careers, as well as some project cases of large enterprises such as copywriting courses and Netease, as well as various material websites and materials. If necessary, you can collect it in the comments section below ~