How to create content for users

Now let's talk about how to create content for users.

UGC Community Product Series 2: How to let users create content

There is the point of view of the operation, tell us what high-quality content, incentive measures, etc. to encourage users to create content;

There is the point of view of content attribute, tell us the importance and decisive of the quality content display to a product;

Has stood in the content value angle, tells us how lets the user create the value at the same time realizes the user creation, the user consumes, the platform's multi-party win the situation;

There is a point of view of the user relationship, tell us the source of the content production power;

These students analysis of the point of view I basically agree, but how to let users create content this topic how to write, can be easy to understand easily understandable, can really let product classmate can ingenious up. This, will be the true value of this article, no one has found a classmate system has been written.

First essay analyze my topic: How to let users create content. Yes, this is a summary of the experience of the article, I will not like the above four students mentioned, tell you a point how to, say all right, very right, but you again confused, how can I use? What do I need to do first?

After my week's groping and combing, pleasantly surprised to discover how to let the user create content The thinking model of the topic and how to chase sister's thinking model is consistent. Things are staged, and each phase is clearly.

Another way to tell stories, the website platform as a sister, see how users are looking for a platform sister.

The first statement: Chasing sister thinking mode of sharing does not mean that I am in love with the master, I only loved my wife.

Stage One: Beauty attraction

You say an empty dance floor, want to let everybody high up, is first a beauty or a handsome man first? Ma Yun told us that there are beautiful women first. This is the early teacher Ma Yun told us about this beauty theory.

You say a UGC website fart user does not have, how can I cheat a bunch of people come over? Throwing money into advertising Alliance promotion? Your site is full of a pile of garbage users to create content, a lump of a look at the straight nausea, the user was fooled over, you can save it? Let the quality of content to attract users. This is the dominant content determinism, which was mentioned by Brother Sterling earlier.

User access to know, wipe, full of professional, reliable questions and answers, and all are industry Daniel, such as Lee Kai-fu teacher incisive answer. All of a sudden, shocked by the sight. Originally, in the Chinese internet this country, also really has such an industry elite group website. Did you fall in love? Yes, see its first feeling, you've fallen in love with knowing.

Users into the Lofter, I am, so exquisite photographic pictures ah, professional level AH. Praise。 Lofter and Dot, the difference of Sina light blog suddenly appeared. The user who has the photography plot, suddenly found the destination.

Word Explanation: Strategy, direction level things, focus on results, tactical, methodological aspects of things, focus on the process.

Brief: Define your product positioning first. You impress users with their core strengths and selling points, with a point that can impress enough.

Operation: Based on the core advantages and selling point of the content information architecture, will be good content, attract the user's content in the user's most attractive place.

Product positioning highlights the core selling point, the rest of the temporary do not tube. Say much is Sibuxiang. The most important is the creation of high-quality content. Can be used to invite friends around, circle friends as the first batch of original users to enter.

Create a part of the quality of content, to your target users active community, forum, QQ Group, micro-blog, paste and other places to cheat the first batch of real sense of the seeds of the user to enter.

The first batch of seed users of the quality of the general high, make good use of these content, exposing them to the site in the most visible place of the main push. Once you start to popularize, the user comes over, the first eye is attracted by the temperament of the beauty in front of.

But it doesn't matter who cares about hundreds of thousands of invisible, low-quality content and junk. How to deal with content, see Series 1. Highlight the quality of content, determines the product temperament and positioning, this is important.

Stage Two: Performance Desire

See the beautiful and temperament of the girl, the boy's heart is not so little love to express the desire? Quickly follow the high standards of what you see.

At the beginning of man, sex is good. In the performance of this moment, the ability of the user is genuinely able to create quality content, not the ability of the user to pretend or try to create quality content, real illegal users send low quality content, or publish spam ads. Suddenly the user level appears.

Slightly: This stage of the user mentality is love performance, flaunt themselves is high-quality users to create high-quality content.

Technique: The content publishing entrance is easy to see (the publishing entrance cannot be everywhere, placed in public areas or personal areas, such as Sina Weibo Weibo is placed in the public area of navigation, content publishing page easy to use (content creation process simplification, such as the very extreme nine Sudoku content template), post-release instant knowledge (easy to perceive publishing success, such as).

It is important and useful to have the product design in the three parts of the post portal, post page and post release. Temporarily mentioned cases and product form is limited, welcome other students to tell me.

Phase III: Accidental hooking up

Users because of the desire to express themselves, but also published a thought is also high-quality content. This time the user's love of vanity rose. The platform needs to find a way to do something.

Why QQ mailbox with the user's use and constantly doubled to enlarge capacity, and not directly into infinity? To make the user aware that this is an unexpected surprise. In vain to the user, the user will not perceive and surprise, but will not thank you. Example is not very good, but to illustrate one point: unexpected surprises.

Light has content and can only be made into an island of content. You have to do is the community, then need to have users to discuss, to talk about this topic. Let users use content to achieve hooking up, so that users create more content.

Slightly: Unexpected surprises to content creators and hooking up opportunities with other users to build relationships based on content interest.

Technique: The intense mechanism of the platform to create content for users (behavioral integration, growth system, quality user privilege to surprise the user, the recommendation mechanism for the content (who recommended the content, that is, how the content flows) to create hooking up opportunities, user behavior feedback mechanism (plus attention, feedback to comment responses, etc.) to create more surprises.

Content flow builds user relationships, user relationships Help content flow, and this cycle facilitates the healthy functioning of the entire UGC community. Series 3 will talk about this topic.

Special reminder: Some products, please do not blindly pursue user incentives to create content. Stage One and stage two do not do well, the back is in vain. This is the wrong thinking before putting the cart before the horse!

Phase four: Staying together

After flirting with the stage three, users have been playing in your community for some time. After the passion is dull and calm thinking, whether and your lasting life to get along.

Some students say, so that create content users again have a sense of satisfaction. But those small strokes in stage three are only enough to sustain, not long.

Slightly: The value of content accumulation embodies the user's sense of belonging and self-realization needs.

Skill: the creation of a sense of belonging to a user (such as the ability or taste of a particular aspect, know the personal home page to answer the list represents the individual ability, watercress reading lists represent a person's taste of reading), the user to achieve the creation of self-realization (to do so sincerely like the heart, users will pay more, watercress station users their own efforts to promote their own small station, Successful station such as Reading FM hundreds of thousands of fans.