What is content operation?
content Marketing yes finger Today's Internet era Operator utilization spread Channel, the most effective way to build brand Of One of the means ， The complete operation process of presenting enterprise information to users in the form of text, pictures or videos, and stimulating users to participate, share and spread.
within Content marketing managers use paid, owned, won and shared communication channels to create, stimulate and share brand information and dialogue with customers or among customers. These channels include both traditional media and controllable and uncontrollable new media channels. Content operation refers to a series of content related work such as content planning, content creativity, content editing, content publishing, content optimization and content marketing based on product content 。 Content Operations yes It is an important marketing means to build a brand.
How to do a good job in content operation? Xingtian Derun gives the following four suggestions based on practical experience.
I Do a good job content For operation, the first thing is to study the cultural value of the brand's core value? What are the core competitiveness? What is the purchasing power driving consumers? The core positioning of the brand stay What aspects? With this content core spot ， Refine the brand in different dimensions Core cultural values ， Will be refined The value proposition constitutes Different The value layer, starting from the value layer, organizes content creation.
II According to the different production content facing the crowd, select the appropriate media communication channels and carry out different content extension. For example, the company profile, corporate culture, values and other contents should be presented in Baidu Encyclopedia, portal websites and other media; Enterprise technical capability, patent technology and other contents are published on industry vertical websites; Product creativity, user insight and brand foresight are published in headlines, douban, etc. Carry out a comprehensive content layout according to the core value of the brand to ensure the core value of the brand and expose the content in the whole network, just like each online transportation hub, establishing its own digital marketing and building a digital brand.
III In this era of rapid development of the Internet, the diversity of information and the popularity of big data algorithms have brought convenience to every user, but also brought tragedy to content producers. That is, in order to ensure that brands are easy to be discovered, it is necessary to constantly create and update relevant content. Each user can evaluate and express his/her personal opinions online. As a content producer, he/she should actively collect content information and adjust the expression style and form of our content output according to the feedback content.
Content marketing needs to accumulate day by day, understand the market situation of content assets in an all-round way, and solve how to maintain and increase the value of content produced through language expression and video expression. Good content can build a good brand image in the minds of customers and form an influential brand IP。
