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微信公众号学习整理

2017-04-01 10:07:52   0  举报

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AI智能生成

微信公众号整理学习

新媒体

作者其他创作

大纲/内容

排版注意

勿過度強調

文字部分常见的手法很多，斜体、粗体、下划线、大写、增大字体大小，等等。但是千万不要将所有的强调方式都用在同一篇文字同一个段落中，这样会让它看起来凌乱不堪。

英文，標題大寫、内文小寫

無忽略層次結構

正文字號14px，字體顏色75灰度

注釋12px50%灰度

<strong style="margin: 0px; padding: 0px; color: rgb(62, 62, 62); font-family: sans-serif; font-size: 16px; line-height: 28px; text-align: center; white-space: pre-wrap; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">暗红的編碼是#c0504d

配色選擇同一色系

<strong style="margin: 0px; padding: 0px; color: rgb(51, 51, 51); font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 14px; text-align: center; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">color.adobe.com

配圖是640＊640？

https://www.zhihu.com/question/22084460

圖片/GIF/icon/字體

GIF網站

http://kotaiguchi-gif.tumblr.com

http://goldenwolf.tv

http://scorpiondagger.tumblr.com

http://www.gifparanoia.org/index.php#

http://www.rafael-varona.com

http://www.giffox.com

http://www.hitu.org

http://gifs8.com

<strong style="margin: 0px; padding: 0px; color: rgb(62, 62, 62); font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 16px; line-height: 28px; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">手机端：快手、美图GIF

icon

iconfinder

<strong style="margin: 0px; padding: 0px; color: rgb(0, 0, 0); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 22px; text-align: center; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">颜文字emot.es

圖片網站

摄影网站https://unsplash.com/

风格偏清新、精致，很有意思。http://cargocollective.com/

经典、复古的风格http://nos.twnsnd.co/

需要注册http://join.deathtothestockphoto.com

这是一个比较大的图片网站，内容丰富，但插坐菌个人感觉它比较偏商业图片的感觉——清晰、精致，但是缺少点人情味。http://pixabay.com

这个网站数量不大，但是会每周更新，风格偏清新、搞怪，如果你的公众号定位搞笑娱乐、有点逗比有点怪，那一定要多看几眼。http://www.gratisography.com

这个网站的图片偏安静、雅致，略显复古。http://publicdomainarchive.com

这个图片网站的好处是，你可以选择图片的主色系进行搜索。比如插坐菌偏爱黄图（是颜色的黄色，不是最近谣传被封的CL），那我就可以直接搜索黄色系的图片：http://magdeleine.co

做和美食有关的选题？来这里看看，这里的图片全是和吃有关的！I love it! http://foodiesfeed.com

这个网站很有设计感，有较多素材类内容，据说有按钮、图标类的内容，但是英文差的插坐菌居然没找到……http://www.imcreator.com

字體

宋体

<strong style="margin: 0px; padding: 0px; color: rgb(0, 0, 0); font-size: 16px; line-height: 25px; text-align: center; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">古典 | 文艺 | 诗 | 台湾 | 日本

子主题

<strong style="margin: 0px; padding: 0px; color: rgb(0, 0, 0); font-size: 16px; line-height: 25px; text-align: center; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">信件 | 家庭 | 恋人 | 歌词

<strong style="margin: 0px; padding: 0px; color: rgb(62, 62, 62); font-size: 18px; line-height: 28px; text-align: center; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">黑体系列

<strong style="margin: 0px; padding: 0px; color: rgb(0, 0, 0); font-size: 16px; line-height: 25px; text-align: center; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">现代感 | 力量感 | 精致

线体

现代感／精致

<strong style="margin: 0px; padding: 0px; color: rgb(0, 0, 0); font-size: 16px; line-height: 25px; text-align: center; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">海报 | 历史 | 打斗 | 夸张 | 气势

Canva、Dribbble、behance

選題

案例

虎嗅

这个文章说出了我的心里话／说出他不知道的事／代表一种品位

N个事物的标题

第一种是真实的人，他现实中是什么样，他在网上就是什么样。第二种会故意唱反调，比如说我们玩游戏，明明是男的，非要玩儿个女角色。但最多的人是第三类，他会变成现实中他想成为的人。在线下比较粗鲁，在网络上他就表现的很斯文、很文雅。因为这是每个人向上的天性。

线上推广－用户基础很重要－1000个左右原始用户。

精准用户在哪里？不在微信上，就该去他们集中的地方。

咪蒙

感情觀（鮮明的觀點引發共鳴）和感情答疑（找多數人感興趣的話題，引發好奇和思考）

影評文（1.緊跟熱點；2.有觀點有態度）

個人形象的塑造（接地氣，拉近親近感和好感）

特優點歸納：

<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 1em; color: rgb(51, 51, 51); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">有用：不论是新闻资讯还是一些增量信息，大家关注的一定是对自己有用的，比如天气，交通，美食...<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 1em; color: rgb(51, 51, 51); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 1em; color: rgb(51, 51, 51); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">有趣：微博大号冷笑话都上市了啊，看到有趣的巨大市场了吧。<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 1em; color: rgb(51, 51, 51); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 1em; color: rgb(51, 51, 51); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">共鸣：现在大家都很自我啊，不是想看你自high啊，而是想让你帮他们更高逼格去表达他们自己啊！共鸣就是“和我有关”，“这不就是在说我嘛~”必须转转转<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 1em; color: rgb(51, 51, 51); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 1em; color: rgb(51, 51, 51); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">我们看看咪蒙是怎么做到的：<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 1em; color: rgb(51, 51, 51); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 1em; color: rgb(51, 51, 51); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">有用：知心的情感姐姐有木有！教你如何花式恋爱啊<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 1em; color: rgb(51, 51, 51); line-height: 1.4; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <ul class="list-paddingleft-2" style="margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding: 0px 0px 0px 30px; color: rgb(62, 62, 62); font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 16px; line-height: 25px; list-style-type: circle; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"><li style="max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">《女人到底想要什么样的惊喜？》（潜台词：那些搞不懂女人的男人们还不快来看看）</li><li style="max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important; color: rgb(63, 63, 63); font-size: 15px; line-height: 1.75em; font-family: inherit; text-decoration: inherit;">《如何对付爱搞暧昧的男人？》<span style="margin: 0px; padding: 0px; color: rgb(136, 136, 136); line-height: 1.75em; font-family: inherit; text-decoration: inherit; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">（潜台词：遇到搞爱搞暧昧的男人别怕，我教你怎么对付！）</li><li style="max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important; color: rgb(63, 63, 63); font-size: 15px; line-height: 1.75em; font-family: inherit; text-decoration: inherit;">《十一长假宅在家里看什么剧？》<span style="margin: 0px; padding: 0px; color: rgb(136, 136, 136); line-height: 1.75em; font-family: inherit; text-decoration: inherit; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">（潜台词：十一长假没去旅游无聊？发啥呆呢，看这些剧啊！）</li></ul><p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 1em; color: rgb(51, 51, 51); line-height: 1.4; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 1em; color: rgb(51, 51, 51); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">有趣：看完好想笑啊，好想分享啊，整个人都开心了<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 1em; color: rgb(51, 51, 51); line-height: 1.4; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <ul class="list-paddingleft-2" style="margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding: 0px 0px 0px 30px; color: rgb(62, 62, 62); font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 16px; line-height: 25px; list-style-type: circle; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"><li style="max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">《我，一个矮子的史诗》</li><li style="max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important; color: rgb(63, 63, 63); font-size: 15px; line-height: 1.75em; font-family: inherit; text-decoration: inherit;">《我承认，我就是个没尊严的吃货》</li><li style="max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important; color: rgb(63, 63, 63); font-size: 15px; line-height: 1.75em; font-family: inherit; text-decoration: inherit;">《我是如何成功地把一家公司开垮的》</li></ul><p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 1em; color: rgb(51, 51, 51); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 1em; color: rgb(51, 51, 51); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">这是咪蒙的生活写照系，自黑的逗比欢乐多啊，很多人留言说看着看着笑着笑着就哭了啊<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 1em; color: rgb(51, 51, 51); line-height: 1.4; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 1em; color: rgb(51, 51, 51); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">共鸣：尼玛！这写的明明是我啊！<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 1em; color: rgb(51, 51, 51); line-height: 1.4; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <ul class="list-paddingleft-2" style="margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding: 0px 0px 0px 30px; color: rgb(62, 62, 62); font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 16px; line-height: 25px; list-style-type: circle; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"><li style="max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">《为什么我们要这么拼？》（那些正在奋斗的学霸，北漂们，必然转发）</li><li style="max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important; color: rgb(63, 63, 63); font-size: 15px; line-height: 1.75em; font-family: inherit; text-decoration: inherit;">《<康熙来了>教坏我们的那些事》（康熙迷们和伪康熙迷们一定转发了）</li><li style="max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important; color: rgb(63, 63, 63); font-size: 15px; line-height: 1.75em; font-family: inherit; text-decoration: inherit;">《当我说“你吃饭了吗”，我说的是”我好想你啊"》（那些在搞暧昧的人在默默转发）</li></ul><p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 1em; color: rgb(51, 51, 51); line-height: 1.4; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 1em; color: rgb(51, 51, 51); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">安全感：<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 1em; color: rgb(51, 51, 51); line-height: 1.4; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 1em; color: rgb(51, 51, 51); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">不同人对“安全感”有不同理解，我的理解是，咪蒙通过自我形象的塑造，互动建立了用户对她的认识与信任，从而产生安全感。<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 1em; color: rgb(51, 51, 51); line-height: 1.4; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 1em; color: rgb(51, 51, 51); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">其实咪蒙写文章时候一定不是按照这些方法去写，但是，传播度广的文章一定有规律和共性。

缺點歸納：1.發文不連續性；2.發文時間不固定；3.配圖隨意

內容+渠道（不同渠道有不同的屬性，規則，用戶的使用習慣和喜好，這些都影響用戶的使用場景，和內容傳播屬性）

確定公眾號定位、TA、及擁有持續內容產出能力后，思考通過哪些渠道去找到用戶、傳播內容

微信公眾號

用戶主動獲取

雞湯系

今日頭條

子主题

故事性

微博（更偏向媒體屬性）

適合熱點和娛樂性質短內容的傳播

媒體特性區分——微博/微信/朋友圈

微博必然衰落凋零，因為它一開始就有意製造不同觀念的人碰撞衝突。衝突會給人帶來強烈的心理不安和社交疼痛，心理痛疼會帶來焦慮緊張。微信有溫情和熟人特性，它的信息過濾篩選機制利於你的建設一個穩定的可以保護心理安全的社交圈。

<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-size: 16px; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">这里就会谈到为什么微博必然会衰落凋零。<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-size: 16px; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-size: 16px; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">因为它从一开始有意制造不同观念的人碰撞冲突，来吸引关注度，但是，人的本性是避免冲突减少冲突的，因为冲突会带来心理疼痛，会带来焦虑紧张和不安，尤其在中国这样一个撕裂的社会，不同观念之间缺少公共表达，于是很容易指向人身攻击。有些冲突性的话题会引发站队问题，它会带来极为强烈的心理不安和社交疼痛。<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-size: 16px; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-size: 16px; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">比如方韩大战、柴静的雾霾，昔日朋友熟人被迫分成两派，最后重组你的社交关系。稳定的社交关系是我们心理安全的最重要支柱，遇到这种往往导致被迫站队的公共事件，对许多人来说都会造成心理疼痛，除了职业和身份本身就热爱争吵的人，大多数人本能会逐渐减少在这种冲突性社交空间的参与热情。<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-size: 16px; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-size: 16px; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">你想，如果你是个明星，晒个娃秀个恩爱，结果一大群不相干的人跑来问你为啥不对刚发生的某个不幸事件表达哀思，居然还好意思秀生活，你是何居心？心理正常的人，有几个人能接受？<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-size: 16px; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-size: 16px; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">微信则相反，它的信息过滤筛选机制利于你建设一个稳定的可以保护心理安全的社交圈。它的信息基本上都是你希望朋友圈看到的，不会引发社交关系重组的内容，它是温情的、符合人的心理需求的。<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-size: 16px; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-size: 16px; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">为什么微信朋友圈会流行鸡汤？因为鸡汤几乎是极少能穿透所有半封闭朋友圈、能被不同人接受的信息类别，朋友圈的温情和熟人特性，也使得鸡汤可以很好地滋润和维系这种氛围。本质上，大家其实都不讨厌鸡汤。<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-size: 16px; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-size: 16px; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">最近有文章说，喜欢发鸡汤文的人智商低，如果我们从功能角度而不是从内容模式上重新定义一下鸡汤就会发现，其实所有人群都喜欢鸡汤，这是人性决定的。只不过，不同年龄段的人喜欢的鸡汤内核和模型有巨大差别。<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-size: 16px; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-size: 16px; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">所谓发鸡汤文的人智商低，其实呈现的是鸡汤文的歧视链——80后歧视 70 后的鸡汤、70 后歧视 60 后的鸡汤，60 后歧视 50 后的鸡汤；并且歧视链的上一级没有意识到自己喜欢的许多东西其实就是鸡汤。<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-size: 16px; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-size: 16px; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">为什么 70 后和 60 后是鸡汤的重度转发者？因为他们是生活压力最大的人群，是最需要心理和精神抚慰的人群，而鸡汤具有短期速效抚慰功能，虽然实际上过一阵就没什么用，但正是由于没什么用，所以必须不断地鸡汤。<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-size: 16px; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; font-size: 16px; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">与鸡汤在传统媒体和门户网站上完全看不到，但在社交媒体上却大红大热正好相反，有些在传统媒体和门户上最受欢迎的内容，在朋友圈中完全消失了。比如，网站编辑到了下午四点发现阅读数还没完成当日任务的一半，他马上知道该换什么新闻，比如，上几条这样标题的内容：青年女教师洗澡不幸煤气中毒裸死家中，后面还有个括号：多图。很快就可以完成考核任务。

子主题

朋友圈👭

展示/<strong style="margin: 0px; padding: 0px; color: rgb(0, 88, 156); font-size: 16px; line-height: 28px; white-space: pre-wrap; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">所谓展示，指的是我通过信息的发布，展示我的生活方式生活态度和精神面目

分享/<span style="margin: 0px; padding: 0px; font-size: 16px; line-height: 28px; white-space: pre-wrap; color: rgb(0, 88, 156); max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">是我觉得对我熟人圈的亲戚朋友同事们有用，所以发布出来让大家看到的内容，<span style="margin: 0px; padding: 0px; line-height: 28px; white-space: pre-wrap; color: rgb(63, 63, 63); font-size: 15px; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">最简单的就是鸡汤、各种鸡汤，养生，各种养生，因为这是关乎心灵和身体健康的东西。位居其后的，是我认为重要的信息。

<strong style="margin: 0px; padding: 0px; color: rgb(63, 63, 63); font-size: 16px; line-height: 28px; white-space: pre-wrap; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">它占据了一个可以炫耀自己阅读品味的生态位。转发是一种炫耀。

撰文風格偏向

<strong style="margin: 0px; padding: 0px; color: rgb(0, 88, 156); font-size: 17px; line-height: 23px; text-align: center; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">恐惧、激动、新奇与困惑

本能反应是人类漫长进化的产物，对环境中危险的因素更能产生及时反应的人会有更高的生存几率，上万年逐渐筛选的结果，就是我们都是对危险因素能产生本能反应的基因携带者。

<span style="margin: 0px; padding: 0px; font-size: 16px; line-height: 28px; white-space: pre-wrap; color: rgb(0, 88, 156); max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">而负面新闻，其实属于我们处理信息时被归类为危险因素的信息，因为它属于对我们个人构成潜在威胁的信息，本能会引起我们的高度关注。<span style="margin: 0px; padding: 0px; font-size: 16px; line-height: 28px; white-space: pre-wrap; color: rgb(63, 63, 63); max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">食物中毒、桥梁垮塌、强制拆迁、司法不公，都是能够激发我们警觉的潜在危险性信息。这是进化的结果。

<strong style="margin: 0px; padding: 0px; color: rgb(0, 88, 156); font-size: 16px; line-height: 28px; white-space: pre-wrap; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">但是，并非只有负面信息才能激发和调动人的情绪和注意力，属于重要信息的都能调动人的情绪和大脑兴奋。

懸念、獎勵、共鳴

符合任性的寫法：1.能快速進入主題。2.大量事實與細節的描述，最好有畫面感。3.以陳訴為主，判斷最好隱含在陳訴中。4.懸念引領文本的推進。5.避免過於刻板的書面用語。

如何追熱點

10大原則

內涵詞——產品內部獨有的標籤（產品有什麼特點、熱點的“產品”有什麼特點）

<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; color: rgb(51, 51, 51); font-size: 16px; line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">所谓内涵词，可以理解为产品内部独有的标签。<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; color: rgb(51, 51, 51); font-size: 16px; line-height: 25.6000003814697px; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <ul class="list-paddingleft-2" style="margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding: 0px 0px 0px 30px; color: rgb(51, 51, 51); font-size: 16px; line-height: 22px; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"><li style="max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">拿科比举例，暂列五个标签（太多，举不完）：</li></ul><p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; color: rgb(51, 51, 51); font-size: 16px; line-height: 25.6000003814697px; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; color: rgb(51, 51, 51); font-size: 16px; line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">1）勤奋：数十年如一日，凌晨四点的洛杉矶<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; color: rgb(51, 51, 51); font-size: 16px; line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">2）杀手：冷血气质，绝杀集锦长达15分钟<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; color: rgb(51, 51, 51); font-size: 16px; line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">3）独狼：这是他背负骂名的地方<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; color: rgb(51, 51, 51); font-size: 16px; line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">4）单挑：可能是历史上除乔丹之外最好的得分后卫<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; color: rgb(51, 51, 51); font-size: 16px; line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">5）帅：科比可能是NBA历史上最帅的黑人球星<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; color: rgb(51, 51, 51); font-size: 16px; line-height: 25.6000003814697px; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; color: rgb(51, 51, 51); font-size: 16px; line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">当你掌握科比身上这些特有的气质的时候，再结合自身的企业特质，就能找到热点的切入点。<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; color: rgb(51, 51, 51); font-size: 16px; line-height: 25.6000003814697px; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <ul class="list-paddingleft-2" style="margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding: 0px 0px 0px 30px; color: rgb(51, 51, 51); font-size: 16px; line-height: 22px; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"><li style="max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">我先以勤奋为例，简单提供两个思路：</li></ul><p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; color: rgb(51, 51, 51); font-size: 16px; line-height: 25.6000003814697px; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; color: rgb(51, 51, 51); font-size: 16px; line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">1）最明显的就是电商公司的快速物流，风雨无阻服务用户。<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; color: rgb(51, 51, 51); font-size: 16px; line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; color: rgb(51, 51, 51); font-size: 16px; line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">比如京东可以说，科比退役后，虽然没有凌晨四点的洛杉矶，但却有凌晨四点的每一个中国城市……<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; color: rgb(51, 51, 51); font-size: 16px; line-height: 25.6000003814697px; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; color: rgb(51, 51, 51); font-size: 16px; line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">再搭配N张各个城市凌晨四点的工作现场，这是对快递物流配送同事最好的赞美，足以唤醒每个人内心的尊敬。

外延詞——產品外部通用的標籤

教學文章：http://mp.weixin.qq.com/s?__biz=MzAwNzEzNzU0Ng==&mid=400674028&idx=2&sn=6a3b9731c1cffbd3b69e4684d70467a0&scene=21#wechat_redirect

文案

http://mp.weixin.qq.com/s?__biz=MjM5ODQzMTk3MQ==&mid=2652113694&idx=1&sn=2e0ea927a5bbfed77f64a7138e2628b4&chksm=bd2a76928a5dff84dcfc462fee8eec8bd847f6949cee375c22e3a7fb0d7304531de37a89dade&scene=21#wechat_redirect

如何批量炮製觀點犀利的爆款文章

選題

1.不符合公眾號定位的不選

2.寫爛了的不選

3.素材不夠的不選

搜集素材

1.哪裡搜：官網、微博、微信、知乎、豆瓣、論壇、博客、書籍、當事人、身邊人……

2.選題角度再好，素材不夠，也要忍痛割愛

3.軟文信源無法確認的不用，誤用及時道歉

開頭

家長裡短式、觀點先上式、順著標題說下去式

內文

觀點：細節=1：5

经历丰富的人，观点比例可往上调，甚至纯讲观点。这也就是为啥金鹏远、赵圆圆他们即便是1、2、3、4、5、6、7的列点讲Social的纯观点性文章也很受欢迎，因为他们经历的多，能提炼的观点自然就多。

觀點有情緒利於記憶，細節有畫面便於抒情。

ex：純細節施立填词的《好久不见》

列點分段，時間-空間-數字

ex老金扯谈、一条特立独行的广告、文案圈、小道消息、六神磊磊、奥美红坊

結尾

乾脆結尾

ex.新聞聯播

回馬槍

相聲，ex：“我就喜欢你这一点！”<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; color: rgb(51, 51, 51); font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 16px; background-color: rgb(240, 242, 246); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">“哪一点？”<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; color: rgb(51, 51, 51); font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 16px; background-color: rgb(240, 242, 246); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">“离我远一点。”

字數：1500最易於傳播；第一張圖出現以前，字數最好不超過200字。

<span style="color: rgb(63, 63, 63); font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 14px; line-height: 24.5px; background-color: rgb(240, 242, 246);">ex：插坐学院、开始吧、BottleDream、博客天下、Topys、大象公会、丁香医生、读库、GQ中国、一条

朗讀

增強節奏感

<section class="" style="margin: 0px; padding: 0px; color: rgb(51, 51, 51); font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 16px; line-height: 22px; background-color: rgb(240, 242, 246); max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important; color: rgb(63, 63, 63); line-height: 1.75em; font-family: inherit; text-decoration: inherit; font-size: 14px;">在同一个一百年里，你来了我来了<span style="margin: 0px; padding: 0px; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important; color: rgb(63, 63, 63); font-size: 15px; line-height: 1.75em; font-family: inherit; text-decoration: inherit;"> </section><p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; color: rgb(51, 51, 51); font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 16px; background-color: rgb(240, 242, 246); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">—— 不早，也不迟<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; color: rgb(51, 51, 51); font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 16px; background-color: rgb(240, 242, 246); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; color: rgb(51, 51, 51); font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 16px; background-color: rgb(240, 242, 246); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">在同一朵云彩下，你看见我我看见你<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; color: rgb(51, 51, 51); font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 16px; background-color: rgb(240, 242, 246); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">—— 不远，也不近<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; color: rgb(51, 51, 51); font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 16px; background-color: rgb(240, 242, 246); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; color: rgb(51, 51, 51); font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 16px; background-color: rgb(240, 242, 246); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">你就在那儿，有树有水<p style="margin: 0px; padding: 0px; clear: both; min-height: 1em; color: rgb(51, 51, 51); font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 16px; background-color: rgb(240, 242, 246); line-height: 1.75em; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">所以，我爱你

木心、冯小刚、王朔、韩寒、林夕、方文山、冯唐等人的作品，共同点是都很有节奏，但今天我想给你截一段王海桑的诗《我是你流浪过的一个地方》：

培養口語寫作

标题

記錄靈感

個人感受

金句改寫

我们不生产金句，我们只是金句的模仿者。

当我们探讨**时，我们在讨论什么？

名人名言、行业语录、书名、歌名、电影名、台词、歌词、诗词、广告语、俗语、谚语、成语、歇后语

ex：天天果園的文案戳心、林內文案與圖像完美呈現

工具

总：

http://mp.weixin.qq.com/s?__biz=MzAwNzEzNzU0Ng==&mid=400723645&idx=4&sn=048105c53079c1b0a36276f425390e58&scene=21#wechat_redirect

PPT、海报、微信朋友圈封面、邀请函、社交图片等

创客贴https://www.chuangkit.com/dc.html

问卷调查

金数据

编辑器

135、i排版、秀米

135——1.请插入音乐；2.多图组合；3.背景信纸；4.gif动图；5.模板

公众号排行榜

https://www.chuangkit.com/mod/design/design.html?d=aede6a50-8510-4923-a552-71cdf6c9e680&h=50mm&k=12&sec=21097FDB8CA807A3DC63DA9CF89E72F0&w=90mm&kt=名片&mp=30&bv=3

配色

<strong style="margin: 0px; padding: 0px; color: rgb(51, 51, 51); font-family: -apple-system-font, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', sans-serif; font-size: 14px; text-align: center; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">color.adobe.com

<strong style="margin: 0px; padding: 0px; color: rgb(0, 88, 156); font-family: sans-serif; font-size: 16px; line-height: 22px; text-align: center; max-width: 100% !important; box-sizing: border-box !important; word-wrap: break-word !important;">NIPPON COLORS

小技巧

gif的二维码

http://mp.weixin.qq.com/s?__biz=MzAwNzEzNzU0Ng==&mid=400918318&idx=3&sn=c15608e380e7ba3b328f91e23923baff&scene=21#wechat_redirect

PPT演讲

“首尾概括相呼应，中间解释举例子”