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新媒体运营(五):内容运营的核心与技巧

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发表于 2019-7-15 10:12:53 | 显示全部楼层 |阅读模式

1.内容运营的定义

(1)内容运营是指运营者利用新媒体渠道,用文字、图片、或者视频等形式将企业信息友好的呈现在用户面前,并激发用户参与、分享、传播的完整运营过程。

(2)内容运营中内容有两层含义:第一,内容指的是内容形式。用户通过手机或电脑通过网络看到的文章、海报、视频或音频等数字内容。第二,内容指的是内容渠道,用户浏览的互联网内容一般来自公众号、微博、门户网站、新闻类应用等内容渠道。相应的运营者也要将内容布局在相应的内容渠道,与用户的内容浏览习惯相匹配。

(3)内容运营对新媒体运营的整体效果起着至关重要的作用,表现在:

内容运营的作用

(4)学习内容运营的四个步骤

学习内容运营的四个步骤

2.内容运营的七个核心环节

内容运营的七个核心环节

(1)选题规划:新媒体运营的第一个环节是进行选题规划,策划出下一阶段的主要内容形式、内容选题等,并做成计划表,作为下一阶段的内容运营总纲。

(2)内容策划:“选题规划”做的是阶段性的内容设计,而“内容策划”做的是更具体的内容设计,也就解决以下重要问题:

制作本次内容的目的是什么?内容投放的渠道在哪里?该渠道的用户是谁?内容制作的周期是多久?内容的主题、风格如何设计?

(3)形式创意:确定内容后,要根据企业调性、用户习惯、渠道特点、竞品内容等设计新颖的、创意的表现形式,完成内容的展现。

(4)素材整理:内容形式敲定后,需要进行素材的收集与整理。素材包括内部素材如:产品图、产品理念、活动流程、内部数据等,行业素材包括:行业数据、行业新闻、网民舆论、近期热点等。

(5)内容编辑:根据上面步骤的执行结果,进行文章、海报、H5、视频等内容的创作。

(6)内容优化:内容编辑工作完成后需要进行测试、反馈及优化,如果转化率低或反馈不好,需要对内容进行优化与调整。

(7)内容传播:设计传播模式及便于传播的内容,引导粉丝将内容转发到朋友圈、微信群或更多渠道。

3.设计走心内容,提升内容运营效果

走心的新媒体内容指的是通过精心设计的文字、图片、视频等内容打动用户,使用户自发的点赞、转发或者直接下单。设计走心的新媒体内容分为五个步骤,即渠道用户画像、用户场景拆解、用户痛点挖掘、解决方案描述及内容细节打磨。

设计走心内容的五个步骤

4.策划长内容,提升用户转化率

长内容指商详、软文、硬广等介绍和描述产品,吸引用户消费,形成转化的新媒体内容。运营者可以从六大要素入手,优化转化页的内容并提高转化率。这六大要素包括简明介绍、场景设计、具体参数、产生信任、付费刺激、放心售后。

长内容六大要素

5.设计短内容优化运营效果

在软文故事、硬广正文等长内容设计完成后,需要设计标题、摘要、转发语等短内容,优化运营效果。

(1)设计标题的四个步骤

第一步,用8-15个关键词概括内容要义。

第二步,按照用户关注点进行排序,选择前二三个关键词。

第三步,将用户关注的关键词串成初步标题。

第四步,使用标题技巧,优化标题。

(2)常见摘要设计的七种方法

摘要设计的七个方法

(3)撰写转发语,提升传播效果

粉丝的文案能力参差不齐,为扩大宣传效果,运营者必须“帮粉丝写好”转发语,把转发语一并发给粉丝。粉丝转发语包括四大要素:要素一:第一人称“我”;要素二:一句话描述;要素三价值点呈现;要素四:稀缺性强调。



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