First, the basic process of content operation
1. Content operation is to improve the content service value of Internet products through the production, processing, organization and transformation of content, so as to achieve the purpose of product innovation, activity, retention, transformation and dissemination.
2. Native content? Content processing? Recommended push? User? Production.
Second, the content of secondary processing
1, topic selection? Title? With a picture? Abstract;
2. Summarize three ways of cooperation: ① Refine the core ideas; (2) Summarize articles and golden sentences; ③ Quote famous sayings and jokes.
Third, content operation based on user life cycle.
1, novice period: content guidance: ① content guidance on the start page; 2 popular high-quality content recommendation; (3) content registration and login prompt;
2. Growth period: ① classified recommendation; ② Feed flow recommendation; 3 search recommendation; 4 read derivative recommendation; ⑤ Editor's recommendation
3. Maturity: Content interaction. ① Expand user interest interaction; ② Expand the user circle; ③ Construct a content growth system;
4. Recession: content recommendation. ① Retain with popular content; (2) Memorizing by reading; (3) Use content incentives to retain talents
5. Loss period: content recall. ① loss analysis; 2 recall plan; ③ Data analysis of memory effect.
Fourth, the content function construction process.
1, product positioning: ① user positioning: who? ② Product Positioning: Where? ③ Service orientation: What other problems will he encounter?
2, product disassembly: ① content disassembly: what to write first? ② Functional disassembly: What to do first? ③ Channel dismantling: Who will come first?
3, write PRD: ① basic functions: must have; 2 egg function: icing on the cake; 3 communication function: it is better to have it.
4. Product testing: ① bug submission: priority ranking; ② Real environment: NB test; ③ Bottom line time: When must it be?
5. Full release: ① new media channels; ② Application market; ③ community; ④ Public relations.
6. Activity planning: ① influence data; ② The frequency is higher.
7. Data analysis: ① Data processing point: Guan Yi Youmeng GROWINGIO② User growth and channel analysis; ③ User behavior and path conversion; 4 Active, retained and paid.
8. Data report: ① Core data: the product itself; ② Daily data: daily report; ③ Sudden data: analyze the reasons.
9. Project report: ① Product direction: whether it is normal; 2 data situation: whether it is healthy; ③ Resource requirements: What are you going to do?
10. analysis of competing products: ① survey object; ② Time of investigation; ③ investigation platform; ④ survey methods; ⑤ Survey object; ⑥ Survey results.
Fifth, the whole content recommendation strategy.
1, user: life cycle. 1 tourists; 2 new users; ③ Mature users
2. Scenario: Use the path. ① Registration process/guidance; ②FEED stream browsing; 3 leaderboards; 4 friend tag; ; ⑤ Search
3. Strategy: Recommend strategy. ① Manual editing; ② Collaborative filtering; ③ Association rules; ④ timeliness
4. Data source: ① Relationship dimension: address book, user attention; ② Interest dimension: user's personal data and behavior; 3 heat dimension: popular high-quality content; ④ Business requirements