When we usually write copywriting or do self-media, do we feel that we don’t know where to start, and the content always goes off track?

When we engage in new media and self-media, do we need to provide users with valuable content and help them solve their problems so that they will be willing to read it? So what valuable content does it provide?

What are the entry criteria?

Everyone has different needs for content, but there are three dimensions with the widest demand:

1. Everyone needs skills guidance and practical practical information. content.

Any industry and any group of people have their own corresponding skills, methods and practical suggestions; in today's society, everyone is a learner, and society is shaping a kind of Lifelong learning environment.

2. Everyone needs content that can provide comfort, relieve stress, or help express and vent emotions.

Modern people’s lives and careers are very stressful. Everyone will encounter emotional and emotional problems, and many of them need to be digested by themselves, otherwise they will suffer from physical problems.

Therefore, emotional self-media, articles, and audio books are very popular among everyone. The entertainment/funny category can also be classified into this category, with the purpose of letting people relieve stress and forget their displeasure.

3. News hot spots and industry information.

Have you noticed the slogan of Toutiao: "Toutiao is what you care about." If you have a deep understanding, you will understand that now is an era of information explosion, and information news has always been the most important content section.

Everyone reads news, and each industry has its own news. Hot topics and hot topics are an extension of the information category, and they also use the influence weight of news.

From a human perspective, news hot spots and industry information can be used as conversation materials to be passed down from generation to generation and enrich everyone’s social information, so this must be grasped well!

If you just write a copy, it will be fine, but if you do a self-media (such as official account, headline account, etc.), it must be personified.

Having practical information, emotions, and gossip will make the personality of this account more complete; and it will not easily go astray.

How to make self-media more complete?

1. The self-media output type must be determined.

Are you going to be a self-media with practical opinions, news and information, or emotion? This must be determined in advance.

Because the output type of your self-media directly determines the proportion of content in the above three directions. If you want to create a self-media account for dry goods, then the most important content should definitely be dry goods and opinions. , its proportion should be higher.

If you make emotional chicken soup every day, isn’t that going astray?

Two public accounts, one is positioned as dry information/skill sharing, and the other is emotional article interpretation/positive energy dissemination. Of course, my consideration is that in addition to survival in this society, what is more important is to learn Be a person and do things.

2. The output content should be vertically refined and cultivated intensively.

Don’t pursue big and comprehensive things, just be small and beautiful. This is a trend.

Basically all self-media platforms now regard verticality as a key factor in judging the quality of an account. The verticality directly determines the scope of your public account content, so don’t be too broad.

Take the content in these three directions as an example:

Emotional mentality also needs to be broken down. Although most of the emotional appeals of modern people are similar, the emotional appeals of different groups of people are different. Likewise, working people have workplace worries, operators have operational worries, post-95s have 95 worries, and young parents also have their worries.

So, emotions can move people, but don’t show the wrong feelings.

Not to mention news hot spots, because we have always emphasized the correlation between news and public account attributes.

You must be clear: Regarding news information, each industry has its own news, and each group has its own topics of concern.

3. The output content conforms to the personalized positioning of the account.

Personalized positioning is to personify the content, quality and services of self-media to distinguish it from other accounts, thereby helping users perceive the account through a character model with distinctive personality, full of emotions, and concrete impressions, and increase their favorability and trust.

This is also very important. What kind of person do you want to create through your self-media? Is it an uncle or a beautiful young girl? Is it serious or cute and funny? A friend or an expert? What are his values ??and interests? etc.

This directly determines the writing style, illustration style, expression form, language characteristics, content tonality, etc. of the content in the above three directions.

Moreover, everyone has their own values ??and hatreds, so some content must violate the values ????of the official account, so you cannot choose it, otherwise you will be an unprincipled person.

After solving the above problems, you have determined the image of the self-media account you want to create, the type, and the vertical direction of the content.

In this way, you will have a reference and guiding standard for content creation. No longer need to worry about whether this content should be done all day long, whether that content is good, etc., all kinds of entanglements, all kinds of waste of time.

In order to make this work more efficient, we will think about two issues in depth.

The first is can this content solve the anxiety of target users?

The second question is, is this content biased?

We must ask ourselves and see if the results of our own questions and answers are acceptable; regard ourselves as both providers and recipients. Don't do to others what you don't want others to do to you.

Slowly, your thinking will gradually form. In short, it is most reliable to provide practical guidance and information based on your own self-media style.