MindMap Gallery Content operation planning
Content operation is a very critical task for every company and even individuals. Based on the distribution and dissemination of content, we can convey certain values and concepts to the overall target audience group, thereby affecting their subsequent personal behavior. This mind map tells you how to plan content operations.
Edited at 2022-04-21 17:46:16This is a mind map about bacteria, and its main contents include: overview, morphology, types, structure, reproduction, distribution, application, and expansion. The summary is comprehensive and meticulous, suitable as review materials.
This is a mind map about plant asexual reproduction, and its main contents include: concept, spore reproduction, vegetative reproduction, tissue culture, and buds. The summary is comprehensive and meticulous, suitable as review materials.
This is a mind map about the reproductive development of animals, and its main contents include: insects, frogs, birds, sexual reproduction, and asexual reproduction. The summary is comprehensive and meticulous, suitable as review materials.
This is a mind map about bacteria, and its main contents include: overview, morphology, types, structure, reproduction, distribution, application, and expansion. The summary is comprehensive and meticulous, suitable as review materials.
This is a mind map about plant asexual reproduction, and its main contents include: concept, spore reproduction, vegetative reproduction, tissue culture, and buds. The summary is comprehensive and meticulous, suitable as review materials.
This is a mind map about the reproductive development of animals, and its main contents include: insects, frogs, birds, sexual reproduction, and asexual reproduction. The summary is comprehensive and meticulous, suitable as review materials.
Content operation overall planning
Content section planning and operation planning
Topic section operation planning
Content positioning
Provides a platform for industry information, resource sharing, information exchange, and network expansion for merchants in the building materials field.
Content source
UGC
Content initialization (completed)
A small number of users join production
Content producer incentives
More users enter
Motivate and guide more users to join production
Strengthen guidance at the product and copywriting levels
Keep creating topics
Create a model and set a benchmark
PGC
Official vertical account
PUGC
Cultivate KOLs
Invite other teams/opinion leaders to join
content planning
Content classification
Category classification based on user needs
Thematic planning
Temporarily operated according to the 13 topics currently developed
After the influx of users in the later period, special planning was carried out based on popular Internet phenomena, original content, and major events.
Activity
Theme activities
Industry themed activities, topic activities, essay activities, story sharing, etc.
Drainage activities
Holiday activities, fission activities, exhibition activities, etc.
other activities
Comment activities, hot spot activities, building building activities, points distribution activities, red envelope activities, etc.
College section planning
College section column planning
products information
floor material
Sanitary ware/hardware
Plumber/Electrician
Lighting/lighting
Home/Customized
wall top decoration
Doors, windows/stairs
Home Textiles/Fabric
Access control security
decorative wood
housing services
Home decoration knowledge
Decoration process
Before decoration
contract
Budget
design
Closing house
Decoration
Material
dismantle and modify
Water and electricity
water proof
mud tiles
carpentry
paint
Completed
After decoration
Soft decoration
Check in
Decoration Encyclopedia
Home Feng Shui
style appreciation
Soft furnishing matching
Material selection guide
Maintenance suggestions
Boss School
sales skills
Business etiquette
Programme of activities
Business case
Business management
business thinking
Construction project information and preparation (to be determined)
Infrastructure documents (sample)
Construction information
As-built drawing
Construction supervision information
Creator Zone
Creator application portal (UGC/PGC/OGC production)
College Section Operation Planning
Academy content initialization
Under the constructed content framework, fill in the content and create product initialization values.
Initialize content source
Competitive product website
Provided by channel department
Content operation mid-term
Screening of content quality
manual judgment
In addition to judging the quality of the content, it is more important to judge the material selection itself. What is called here is past experience, so it is particularly important to summarize what has been done.
Data judgment
Use data indicators to judge the quality of articles, such as whether the number of clicks is high, the click-through rate, the number of comments, etc.
Content distribution
time
There is a prime time for push for any subject, which can be judged later based on relevant data.
Placement, display time
Display in a superior location, display duration, material design, etc.
Reach rate
It requires products and technology to solve, and of course it will be affected by the users themselves, but it also needs to be continuously optimized.
Content source
UGC
Leveraging users to produce content for the platform
PGC/OGC production content
Institutional settlement: Invite industry institutions to settle in to provide more professional PGC content. The settled companies are required to undergo corporate certification, which can enhance brand exposure and achieve a win-win situation.
Big V settled in:
Provide paid course services (in the form of documents/files, videos, etc.) so that big Vs have better channels to monetize their knowledge<br>
Provide online live broadcast function, support video live broadcast, voice live broadcast, and support more monetization forms
User level ranking
Incentive users to produce more high-quality content in the form of medals and membership rights
Content operation mature stage
Content filtering
Recommended by Huahua
Selected paid content such as homepage recommendations, popularity lists, soaring lists, and popularity lists allow users to find high-quality content faster;
At the same time, high-quality content will be given more opportunities to display, and a competition mechanism for the survival of the fittest in paid content will be established to encourage users to continuously improve the quality of content and build a healthy content ecosystem.
Personalized recommendation
Algorithm recommendation
Determine the user's content preferences based on user attribute tags and behavior tags such as following, browsing, searching, and collecting, and distribute recommended content personalizedly;
Content filtering
The system automatically filters out low-quality content and plagiarized content to ensure the overall quality of the content;
To prevent users from posting unfriendly content such as personal attacks and political issues, the system provides a reporting mechanism;
Content dissemination
In-site communication
The system determines the user's preferences based on user attribute tags and behavior tags, recommends relevant content, improves content matching, and improves communication efficiency.
Display position: waterfall flow of recommended information on the homepage;
Display materials: title, content introduction;
Display rhythm: While the user is using the product, the system recommends displays;
Arrival time: real-time time for users to browse the product;
User group: the precise user group matched by the system algorithm.
User self-propagation
Provide sharing functions to encourage users to share their favorite content to WeChat friends, Moments, Weibo and other off-site channels to expand the breadth of content dissemination.
Display location: User’s third-party social application account;
Display materials: title, link, number of readings;
Display rhythm: users share randomly and display randomly;
Arrival time: the real-time time shared by the user;
User group: passive acceptance group, non-accurate group.
Operational objectives
Use content to attract new users, promote activation and retention
Completion path for various indicators of content operation
Recruit
User fission activities (fission activity planning, fission activity sop formulation)
Number of new fission users/retention rate
Number of new users
Number of returning users
Number of participating users/number of exposed users
fission level
Number of shares
activity roi
Activation (silent user activation)
Optimization of push mechanism (perfect user stratification and refined push operation plan)
push arrival rate
push click rate
Number of returning users
push user retention rate
Promote vitality
Carry out activation activities on a weekly basis (comment activities, hot spot activities, building construction activities, points distribution activities, red envelope activities, etc.)
Number of users participating in activities/number of exposed users
Number of active users through activities
The amount of content leveraged by activities
User retention rate
Content publishing volume
Number of users who publish content/number of active users reached
activity roi
Optimize content distribution mechanism
Optimization algorithm recommendation mechanism (product, technology collaboration)
Content uv
Content pv
CTR
Average length of stay per person
VV per capita
User bounce rate
User viewing guidance (forced pop-up windows for hot content, dynamic guidance for high-quality content)
Content uv
Content pv
vv per capita
CTR
User bounce rate
User incentive system
Material incentives: Combining points and activities to stimulate activity
User retention rate
Activity: DAU/MAU
motivation roi
Spiritual stimulation: combined with medals and growth levels to stimulate activity
User retention rate
Activity: DAU/MAU
Number of users who received medals
Growth level user distribution
retain
Build user relationships
Guide fans to pay attention to relationships
Number of followers
Users with fans
Ranking list of followers
Number of users following each other
Pay attention to relationship user retention rate
Build a growth system
User growth system (level incentives, level privileges)
Growth level user distribution
level incentive roi
User retention rates at different levels
Promote user interaction
Guide user interaction through points tasks, acquisitions, and topic gameplay
Number of interactive users/DAU
Retention rate of interactive users
Number of likes: number of likes users; retention rate of likes users
Number of comments: proportion of high-quality comments; number of commenting users; retention rate of commenting users
Comment area
effect
Personalized second front
Can be used for secondary operations of products
Fan growth, guidance and conversion
Increase fan retention time
Can be used as a material library
Increase platform activity
Site
Guide likes
introduce
Likes are one of the common forms of interaction in comment areas. The cost to users is very low and easy to guide.
method
Use with activities, (for example: ranking according to the number of likes to obtain relevant benefits)
Create a topic
introduce
Create/throw a topic to guide users to express their opinions and interact in the message area
method
The first screen of the comment area on the mobile terminal is basically 3-6 items, and the small trolls throw out opposing points to guide the comments.
content filling
introduce
The comment area below the platform content is actually also a part of the product.
method
The trumpet may ask community seed users and users who have made transactions to comment.
operations
retrieve data
Number of platform users
Number of active users
Interaction volume
like
Comment
Forward
collect
Indicator formulation
The formulation is to be determined - Shuaixuan already has and has incremental content to supplement the comment area - supplement the existing content in the comment area
Indicators are determined based on the amount of content generated - Daily updated content comment area planning and guidance content - Updated content comment area follow-up
Number of topics: amount of content participating in the topic; number of users participating in the topic; retention rate of topic users
interactive guide roi
Increase the amount of content
Institutional cooperation (distributors, manufacturers, designers, etc.)
roi
internal volume
Content CTR
Edit crawl external content (crawler tool)
Average number of crawls per day
Crawl content CTR
Improve content quality
Content video
Home page video content proportion
Home video content CTR
Video content UV
Video content VV per capita
Video content completion rate
Total amount of video content
Average daily planned content increment
Edit content
Refined content volume
Refined content CTR
Introduce high-quality content creators
Number of quality content creators
Proportion of content produced by creators
Creator’s fan base
Creator content CTR