How does content operations improve the viscosity of app users?

Absrtact: Content operation means to create, edit, organize and present the content of the website, so as to improve the content value of the product, to create the adhesion to the user, and to create a certain promoting function. A website or product, must have content to fill

Content operation is to create, edit, organize, present the content of the website, so as to improve the content value of the product, create the adhesion to the user, and create a certain promotion function. A Web site or product, must be filled with content, and the source of content, mining, organization, presentation, notification of the way and the quality of the content of the operation of the effect has a huge impact.

Content operation contains at least: the collection and creation of content, the presentation and management of content, the diffusion and conduction of content, the effect and evaluation of content.

1, the content initialization, constructs the website and the product value

Content initialization: It is in the framework of the built content, before the user enters, to populate some content, which is the content of the initial operation of the site or product on the core, which represents the values of the site and products. Issues to address before content initialization:

Determine the structure of the content supply chain. That is, through the system to solve the content from where to go to the flow of problems;

The initialization user group (seed user) that the establishment number content faces;

Want to understand the first phase of the content to solve the problem, and to prepare the content;

The critical path of the comb and the preparation of the initial content.

2, the continuous operation of the content operation

The formal operation stage, the expansion of the content operation, can not be separated from the user into the guidance, satisfaction, production, screening content. Some of the criteria are:

Content Quality Screening

1, the functional standards of product design (such as praise, objections, etc.); 2, content specification;

The revealing and presenting way of good content

The method is only the user initiative discovery, and the operator to the user initiative to push and guide.

Several ways of content recommendation: Topic Dynamic Recommend the recent occurrence of related topics of concern; Hotspot content is recommended by Discovery (edit recommended + heat), high quality content of new entrants, recommended by first show, quality content app push presents to users, Government micro, micro-letter, media and other new media forwarding; own data analysis.

Several ways of content integration: the integration of quality questions and answers on the same topic, the collision of viewpoints, the integration of daily, weekly and Monthly, and the publication of quality content and quality user content.

The establishment of continuous push and push mechanism

On the choice of push channel, consider two factors: the priority is whether the channel overrides the push object. Push content must be straightforward. Copy writing, close to the audience psychology, to cater to benign feelings, or to combat bad feelings, or both.

Good copy must be done: understand the audience. Know who the copy is for, understand the product and activity, understand the product's spot (the customer's needs meet the core), and what to provide; Product description of the product features, features, the finishing touches (the value of the activity, the product's unique point or the optimal point);

To the analysis of the push message to form a conclusion, the conclusion will include: the quality of the channel? Through various channels issued by the push, how many reached the user? How is the user's attitude towards the push? How many users have opened and read the content pushed? among users receiving and viewing, How many people came to the website or the corresponding landing pages in the product? How many users have finally completed the transformation we have hoped for? What experiences and lessons we have about how to improve, improve, maintain, and implement specific things.

Caution During push: Avoid user interruption (push frequency, guarantee quality).

path and mechanism selection for realizing self-operation

Self-operation path and mechanism selection: self-operation is the highest level of a website or product operation. The so-called self-operation refers to the establishment of a number of mechanisms and rules, the site's users by adhering to these mechanisms, the use of these rules, so that the day-to-day operation of the site is no longer rely too much on the operator's guidance, to achieve the user's own means and objectives of operation.

The so-called self-operation refers to the establishment of a number of mechanisms and rules, the site's users by adhering to these mechanisms, the use of these rules, so that the day-to-day operation of the site is no longer rely too much on the operator's guidance, to achieve the user's own means and objectives of operation.

3. The content operation of the public platform

The key point of the content operation of the public platform:

First position: According to the characteristics of the brand to carry out content operation, audience, and the adjustment of the public platform to define the characteristics of the operation of the content, audience and tune;

Quick test, get feedback: Fast test the user's content of the likes, the degree of interest;

Cultivate the user's habit: Fixed time release content, let the user nurturance habit;

Adhere to the long-term content operation policy;

Interact with content consumers;

Less singing saliva song: Try to original, less forwarding and reference.

Source:app Camp