In addition to thinking about the above four issues, content operation also needs to consider the positioning of content consumers, including platform positioning + audience positioning + operational goals; and the establishment of content standards, such as which are popular content, how to display these content and content quality evaluation standard, etc.
These are all things that content operators country email list need to consider at this stage and are also the focus of their work.
In addition, at this stage, it is also necessary to consider the channel of content push. The main factors to consider are whether the channel covers the push object (with the target user as the core), and the timeliness of the push content.
The selection can be determined based on three points: past push data, channels selected by competing products, and channels involved in user interest points.
Of course, you also need to analyze the push effect in the end:
User behavior detection: effect judgment
Data representation: funnel model
Content operation based on user life cycle
Regarding this stage, the last thing that needs to be added is that no matter what form of content platform, it will go through a life cycle, so the content operation at this stage should also conform to the logic of the life cycle:
In the field of operation, the most commonly used life cycle is usually divided into user life cycle and product life cycle, there are still some differences between the two. At this stage, content operations are based on users.
No matter what stage of product development, for a new user, there are usually five stages:
Novice stage - Growth stage - Mature stage - Decline stage - Lost stage
For different stages of users, content operators need to adopt different operation strategies:
Novice period: No matter what channel a new user comes in through, content operation should first guide the content, such as the content of the startup page, popular high-quality content recommendation, etc., so that users can quickly understand you.
Growth stage: After users have used it for a period of time, users are tagged through data analysis, and then classified and recommended, reading extensions, etc., to increase user stickiness.
Mature stage: At this stage, users' usage frequency and loyalty are relatively high, so content operation is mainly based on interaction at this stage, and by expanding user interests, user circles, etc., to strengthen the relationship between users. Contact, and build a content growth system at the same time.
Decline period: Any product or content-based platform cannot always be of interest to users, so users will inevitably enter a period of decline after the maturity period; so at this stage, content operators need to widen the margin of user interest , through the push of popular content to stimulate users' new points of interest.
Loss period: If the user fails to stimulate new interest points, it will inevitably lead to loss; and excellent content operators will not just watch the loss of users, but need to analyze the reasons for the loss of users; formulate according to different reasons Different recall schemes, and then further optimize the content and mechanism according to the recall results.
With the rapid development of the Internet, no content can be guaranteed to keep users interested forever. Therefore, the content operation at this stage should focus on users and formulate different operation strategies based on the user life cycle.
3. The third stage: product operation
The third stage of content operation is product operation.
If content operation is to do a good job of content in one direction, then this stage is to do a good job of content in multiple directions with a "face" thinking, and use the content as a bridge to connect products and users; of course, in practical work, we It will also be found that a lot of work at this stage will be similar to content operation, but the starting point or core point of the two is different. The former is more user-oriented, while the latter is more product-oriented.
Product operation is basically applicable to all content-based products and is driven by content. Typical ones are Zhihu, Weibo, Xiaohongshu, etc.