Content is king!—— contents are king!

Now when it comes to the web, the most heard is the user experience, interactive design, user research, web2.0, SNS ... it seems that the content of the website has been forgotten ... Some would say that with the popularity of web2.0 and social networks, everyone is the producer and consumer of content, as long as the site is ready, content will naturally occur, or feel that the content is only http://www.aliyun.com/zixun/aggregation/ 12410.html "> news portal to do things.

See Puting's article, very inspired. Content is the essence of a website, regardless of the general news portal, or the emerging SNS, "content for the king," the essence has not changed, but the content of the form of diversity, content production, consumption and dissemination of the way to diversify.

First, what do we know about "content"?

We go to Sina to read the news, the news is "content".

We go to Taobao to buy things, things are "content."

We go to the watercress to read the book review, the book Review is "content".

We go to Happy net fun farm, so happy Farm is "content."

These are real content, there are some "invisible" content, such as your relationship. Like now popular SNS, it can be said that the user through the "invisible content" to find "tangible content."

Next, let's look at what is a content policy (contents strategy)?

The content strategy is a series of initiatives on the creation, consumption, and management of useful (useful), usable (usable) content. Content strategies not only help us know what we need, but also let us know why it is needed. --kristina Halvorson "

The following figure is puting hand-painted Taobao content strategy, very clearly describe the content strategy to do:

So why do we want content strategy? Now this SNS popular era, still need content strategy? The answer is yes, there are several reasons:

Content Management Confusion

1. Correlation is not high--in order to blindly pursue traffic, many sites will put some or guide users to send some and the site itself irrelevant things;

2. Content Fragmentation--many users produce content (UGC) of the site, small public long tail phenomenon is more obvious, which leads to the cost of users to search for information increased;

Everyone is a publisher.

Now many web site users are theoretically the content of the Web site consumers, also is a contributor, if there is no scientific and feasible content strategy, everyone can produce content, but when the content of a large and disorderly time, is worthless garbage, such as can see many forums full screen advertising posts.

Let the user act, not be aware (action, not awareness)

1. The nature of the site is to allow users to act, we go to a site are with the purpose and problems to go, such as to NetEase to see the news, to see if there is a good book, to Mtime to see the latest film, and these problems to solve, rely on what? By "Let the User Act", the content of the website is this trigger point.

2. What do we do to improve the user experience? By providing users with useful content, solving a problem for the user is the key, not simply focusing on finding the content.

So what does the content strategy do?

What

What are the things we need?

In what form? (blog, video, or discussion ...) ）

Why

Why do you need these? (Why users are concerned)

Are these content commercially valuable? (for Web sites)

How

How do you send these things?

Shall we talk about it? What kind of tone would that be? ）

Where

Where do you get the content?

Where do we sync our content somewhere else? (feeds, social media)

When

When will the content be released?

When do you want to update the content?

Who

Who will be responsible for this content building? (Although users contribute content, but need people to guide and manage)

Daily maintenance work? (This stage operators to do a lot of things, the fragmented information systematized, in various ways to stimulate users to produce more content)

These five elements are also adapted to a community-type web site, but to change the idea is that the user is the content of consumers, but also the producer, the operator's job is not to produce content, but to guide and manage these content, stimulate users to continuously produce more content, through continuous circulation, bring new users, Generate more content.

References: http://www.socialbeta.cn/articles/content-strategy.html

Source: http://www.zhangyq.com/content-is-king-content-is-king/