内容运营该怎么做
2016-09-10 18:27:34 73 举报AI智能生成
内容运营该怎么做——韩叙知乎分享
作者其他创作
大纲/内容
<span style="font-weight: 700; color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.7586px;">1.概念</span>
<span style="font-weight: 700; color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.7586px;">2.价值</span>
<span style="font-weight: 700; color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.7586px;">3.作用 </span>
<span style="font-weight: 700; color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.7586px;">①满足用户的内容消费需求</span>
<span style="font-weight: 700; color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.7586px;">②传递产品的定位和调性</span>
4.模式
<span style="font-weight: 700; color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.7586px;">①传统模式</span>
<span style="color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.7586px;">优势</span>
<span style="color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.7586px;">a.质量</span>
<span style="color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.7586px;">b.及时性</span>
<span style="color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.7586px;">劣势</span>
<span style="color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.7586px;">a.与用户是割裂的 </span>
<span style="color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.7586px;">b.内容很难差异化</span>
<span style="color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.7586px;">c.覆盖用户量有限</span>
<span style="font-weight: 700; color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.7586px;">②创新模式</span>
<span style="color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.7586px;">a.场景化</span>
<span style="color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.1333px;">b.个性化 </span>
<span style="color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.1333px;">c.产品流程化 </span>
<span style="font-weight: 700; color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.1333px;">5.具体做法</span><br>
<span style="font-weight: 700; color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.1333px;">①分析思路</span><br>
<span style="color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.1333px;">难点</span>
<span style="color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.1333px;">a.内容标准难界定 </span>
<span style="color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.1333px;">b.KPI容易影响内容定位 </span>
<span style="font-weight: 700; color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.1333px;">②执行方法</span>
<span style="color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.1333px;">a.官方产出</span>
<span style="color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.1333px;">b.用户产出</span>
<span style="font-weight: 700; color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.1333px;">6.PUSH推送</span>
<span style="font-weight: 700; color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.1333px;">①完全精准的PUSH推送是不存在的</span>
<span style="font-weight: 700; color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.1333px;">②让每条PUSH都有点追求</span>
<span style="font-weight: 700; color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.1333px;">③由高level员工掌管PUSH资源</span>
<span style="font-weight: 700; color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.1333px;">7.不能量化的收益也是有价值的</span>
<font color="#333333" face="-apple-system, Helvetica Neue, Arial, PingFang SC, Hiragino Sans GB, Microsoft YaHei, WenQuanYi Micro Hei, sans-serif"><span style="font-size: 16px; line-height: 18.1333px;">案例</span></font>
<span style="font-weight: 700; color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.1333px;">案例一：图片类</span>
<span style="color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.1333px;">1.启动图</span>
<span style="color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.1333px;">2.背景图</span>
<span style="color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.1333px;">3.头像</span>
<span style="font-weight: 700; color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.1333px;">案例二：内容带动交易</span>
<span style="font-weight: 700; color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.1333px;">案例三：内容填充</span>
<span style="font-weight: 700; color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.1333px;">①隐性收益是有价值的</span>
<span style="font-weight: 700; color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.1333px;">②决策是关键环节</span>
<span style="font-weight: 700; color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.1333px;">③追求更好的效果和体验</span>
<span style="font-weight: 700; color: rgb(51, 51, 51); font-family: -apple-system, 'Helvetica Neue', Arial, 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', sans-serif; font-size: 16px; line-height: 18.1333px;">8.内容运营中的所有为和有所不为</span>
0 条评论
下一页
