Please don't call me a little knitting, I'm a sacred content product manager

In November, the Beijing and the next in the hope of heating, all the road heroes to worship the autumn pants, a call "Autumn pants legend" of the HTML 5 planning fire all over the circle of friends, planning to use the "scientific rigorous" style review of the history of autumn trousers, the legend of autumn trousers and disputes. "Autumn Pants legend" may be the timing and form of the dividend, the same production of the "Seven Days of documentary: Ali and the General Administration of commerce in the noisy" again "popular" began to make people curious, there is no production of "virus spread" the content of the formula?

But the production team NetEase New Media laboratory director Xutchuri told me at the outset, these planning effects in fact they can not estimate themselves. But what's special about the lab is that every editor is a "Content product manager," and his definition of "content Product Manager" is,

Proficient in the content, a little understanding of the product, understand the design, but also know how the front end, have excellent news sense, but also know how to packaging marketing.

The "content" of media production equates to "Internet products", which requires the editors of "content product managers" to assume the same responsibilities as product managers, focus on industry dynamics, tap user needs, analyze product data, follow product development, and coordinate the allocation of resources. The core of the "content" product is still information, but in the perspective of the "Content Product Manager", the elements of presentation, packaging design, communication channels, and release timing are also taken into account.

Specifically to the new Media lab, Xutchuri told 36 Krypton that they would monitor, analyze and think about such elements as "great Anne", such as the more popular cases, the latest design, the copy and so on, and analyze the user clicks, stay time and other data, study design, programming and other surrounding knowledge. This ensures the production of "content" products do not rigidly adhere to a certain form, can keep pace with the changes in user tastes. In addition, the internal direct communication mechanism can let the thinking direct collision, each topic produced before will receive from the design, the copy and so on many angles improvement, "Seven days record: Ali and the General Administration of commerce and industry in the noisy" "the personification Dialogue" the creativity is so come.

In fact, a similar concept including 36 Krypton, including the domestic new media are here to try, 8 points 1 Krypton, 8 point 1 Krypton Night Edition, Krec Krypton, investment and financing notes, and so on were initially designed by a single author. There is also the daily chatter, the late-night cafeteria, the daily curiosity of the sour fish Economics, best on the Web, the recent explosion of Red Wood lecture "Under the Dome" is also regarded as a new media product experiment.

In addition to the concept of "content Product Manager", Xutchuri that the diversity of reporting matrices is also a concern of content generation agencies. The report matrix refers to the logical structure of news events and multidimensional content presentation, the same event contains but not limited to simple information, in-depth analysis of professional readers, popular Science review and other content. NetEase News "Two sessions" of the convening of the report matrix, they chose to do "Hey, NPC representative you understand", "two meetings to see officials, China's provincial leaders", "the two sessions of good security: You do not know the pay" such a peripheral science planning.

In this view, there is no formula for the "viral transmission" content, in this people's reading preferences quickly change, "content" the value of the index simply left reading and forwarding the number of times, the new and old media revision and transformation, may have to think about how to ensure a flexible response mechanism.