An internal sharing event for a well-known portal site

Last week, the leadership through the relationship let me participate in a well-known portal site of the internal sharing activities, the theme is "How to make good editors." After listening to the sharing meeting, to help me very big, do a lot of notes, leaders let me back and then share with the crocodile group, so I summed up the content of this sharing will point, today to take out and share with you (only talk about the core point).

The first step: Selected topics

The topic is the general direction of Bowen, if the topic is not good, writing is no one cares. So you can watch what the competitor is doing with the content marketing; observe what the content of the message in the relevant web site is biased towards; pay attention to some hot topics and searches on social media; focus on search engine hotspots; some social problems that lead to the current TV or movie hits; corporate customers are complaining about something every day.

Step two: Eye-suction Title

The title of the party is described as "only gimmick title, no nutritional content" article, in fact, this is not the way we respected, will be a lot of netizens to shoot bricks. Eye-catching headlines must be synchronized with the quality of the content, so the title is the essence of the content summary. High-profile content should be accompanied by high-profile headlines, using questions that generate the reader's thinking, using quantified statements that are digitized, humorous, sarcastic, interesting, controversial semantics, and using well-known characters or institutions.

Step Three: Content architecture

General blog is not a paper, so do not need to write very academic. Follow this architecture on the content architecture: headline--Introduction--title--paragraph Content--summary closing paragraph--action paragraph (send, attention, etc.)

Fourth Step: Brand Perspective

Bowen itself is to allow readers to have information, so as long as the whole process in the original purpose of the author (whether it is to push the product or push the brand) is helpful, because the quality of information represents the goodwill of the brand. Therefore too soft article will arouse the reader's disgust, no longer continue to read and understand you. This is a lot of netizens and authors will have similar experience, but for fear that their article does not "soft place" will not be effective, in fact, not necessarily. As long as you really like your audience, always take the initiative to find you. So let the brand perspective, but also a way to stay.

Fifth Step: Character color

Enterprise Blog posts (content Marketing) should not be done from the perspective of the enterprise, because no one wants to be defined as a vulnerable group (b strong, C weak – relative), so if the official sense of the blog is not very easy to be accepted by the public. For example, now the author of the blog is usually an employee name rather than the name of an enterprise, point-to-point information dissemination will let the reader feel empathy. The more simple things and language organizations more affinity.

Sixth step: Sweep the habit of reading

I've been talking to you about the difference between the attributes of different readers. The proportion of readers in the three major readers is the largest, so there should be more dots in the article, such as:

-Guided and abbreviated (must be in 50-80 text, pine every article has)

-Reasonable size heading (must be bold and left rather than centered)

-Han illustrations or rich Media elements (size is generally controlled within 450px width)

-Keep the first screen without promotion and advertising (the first screen is the façade of your page, not too yell you know)

Step Seventh: Building Authority

Sometimes some professional topics, editors do not necessarily write out. At that time the authority of the article declined, the effective way to solve this problem is to let your leader or relevant knowledgeable colleagues to read, and make some references in the modification. Like the CEO of your company. The key point is to write the article is actually a collaborative cooperation, especially the beginning of a lot of relevant personnel to participate and cooperate. The more it becomes a habit, there is no hindrance.

Eighth Step: Quality First

There is too much discussion on this topic. I only say the core oh, the article does not need many, the quantity is not the content marketing tactics. The more you write low quality content, the more expensive your business will be, the stronger your failure and frustration will be. When your company is building a content marketing team, it should be instilled into the idea of the quality of the king, small output, big spread. (Look at the Pine Blog to know)

Nineth Step: follow-up tracking

After the release of high-quality articles, you need to set up tracking procedures, such as reading, transmission, download, the number of registrations and so on. General now installed GA or Baidu statistics can do a large range of data tracking, including you do micro-letter public number will produce data. Without the tracking you can't measure the effect of the article, your marketing may not be complete.

Tenth Step: Study Summary

The final step is to summarize that the process can be done once a week with the team. Take out the data and look for some non-members to read our articles and listen to their suggestions. Improve the ability and skill of editing with each summary. There are some rewards that can be set up, such as someone's blog post or conversion is the best and you can get some rewards from the company.