The topic selected half of an article.
Editor’s note: This article is from WeChat public account “Birds Notes” (ID: niaoge8), the author of the three young masters.
Selection: Decided half of an article.
People who believe in new media operations have heard a similar sentence. Since the topic is so important, how do we treat him everyday?
Small A, the boss asked him to find out his own public number, and find a few users to talk in depth. Xiao A feels that it is not necessary. He thinks that the article is good or not based on his own pen. Any topic can write 10w+.
Small B, was asked to study the competing public number, and then share the research results with the team at the next week’s topic selection meeting. When the meeting was held, Xiao B said that there is nothing to learn from, it is a routine routine, but carefully Q, I know that Xiao B actually did not read the article for a week.
Small C attaches great importance to the topic selection. Every time before writing an article, I will go online to search for the most popular topics, or the articles with relatively high readings recently, but it is often a topic that has been determined after a lot of effort. The boss does not see the positioning of the public number and directly quits it.
Do you have encountered problems and distress similar to the above, then in which way should we think about the topic? Is there any practical way to apply the topic? This article starts from a practical case, gives you a detailed analysis of how to make a regular topic for the public number, so that you can get a hand in hand, no problem.
Background assumptions
I am interviewing the public essay “Japanese Food” topic selection, and the interviewer asked me to submit a “choose schedule” for the next week.
Description: This article focuses on general topic selection, hot topic selection, promotional copy of designated products, and promotion of activities.
Selection scheduling output logic
First, familiar with the public number and understanding the user, understand the public number positioning, tonality and user portrait, find the user interest label and the public label, and analyze the articles since 7/29, understand the characteristics of the topic, and finally On the basis of the first three, generate and screen out the week’s topic selection schedule.
The detailed steps and the things and outputs that need to be done at each step are as follows:
Figure 1
Familiar with the public number
I. Introduction to the company and new media matrix
1, company introduction
The eclipse is part of Shanghai Cannery Culture Communication Co., Ltd. Canned Food is a healing lifestyle brand that combines content, products and scene experiences, and is committed to creating an IP matrix based on video content. The content covers the vertical areas of food, home, travel, hand-made and other lifestyles. The video columns include “Eclipse of the Sun”, “Be a Thing”, “Go to a Place”, “Eating and Drinking Youth League”.
Since its inception in 2014, Eclipse has sold more than 7 billion copies of the entire network and has more than 35 million fans. It is the most influential and fan-active brand in the food industry. It has TV dramas, advertisements and e-commerce. Multi-currency models such as brand authorization, cross-border cooperation, and offline stores. The eclipse of the first season of the “Japanese eclipse” score 9.0 (compared to the “China on the tip of the tongue” score of 9.4 in the first quarter, the highest is only 0.1 points).
In September 2017, it received tens of millions of RMB B round of financing. Open an offline store in 2018/10.
Monetization means: advertising + e-commerce, advertising: brand advertising (Starbucks, Xiangyin, Meiji), pots and pans, aprons, coffee and other peripheral products.
2, new media matrix
5 years ago, through the video “Christmas Gingerbread Man” was recognized by the public, the eclipse is now the head of the food IP, and basically has achieved the entire network coverage, preliminary judgment of the operating center of gravity is still placed in the public number And Weibo, at the same time have a very strong associated personalization IP: @姜老刀 (founder), @小饼大人 (萌宠), @日食记 (short video).
Figure 2: Eclipse New Media Matrix
[My thinking]
By introducing the company introduction and the new media matrix, we can see that the contents of “Eclipse” can include: content (recipes, videos, etc.), e-commerce products, offline stores, and related well-known IPs. . Advocate “healing”, “lifestyle”, “scenario experience” and other concepts.
Second, “Japanese Food” public number
1, Introduction to the public number and follow-up reply
The origin of the name “Eclipse”: Day: Time, years. Food: food. Remember: record, diary.
Introduction: Warm healing your heart and stomach.
Focus on reply: There is another strange two-legged beast that follows me! I am from the comet, the name is shortbread. Originally, I was stunned by the two-legged beast to his studio as a CEO. Occasionally, the two-legged beast will cook for me and other shovel officers in the tea room of the studio, and make a strange short film on the Internet. This is the origin of “The Eclipse”.
In addition, I specially looked at the “About Me” in the public number (can be regarded as the inner monologue of Jiang Laodao). He talked about why he is a “eclipse of the eclipse”. How do the adults of the shortcakes become CEOs and his Dream, you can feel that he wants to convey: food is a story, in addition to fullness can also comfort the soul, people must have a dream.
2, menu settings
[My thinking]
We can see through the introduction of the above two sections:
1) The “Record” of “Eclipse” is more about the record of cooking, which inevitably covers the background, characters and sentiments associated with it, which is different from simple ones. Recipe, so we can add the “food record” to the “content”.
2) The food is subdivided into food, drink and use. This can be used as a subdivision label for food and e-commerce products.
3) Video is based on short videos and voice articles (can be added to the tag).
4) The author repeatedly emphasizes that food can comfort the mind (that is, the public number can output some emotional content, but by observing past articles, this is often part of the article, so don’t join the public content tag set first, you can put ” Spiritual enjoyment “joining the public number positioning label”, people must have a dream.
3. Analysis of the public number article
1) Public number scanning
Using the watermelon assistant to make a preliminary scan of the public number, I learned that the public number is estimated to be 2.35 million fans (data from watermelon assistant, unless otherwise stated), the headline average reading over 10w+ for 24 hours, headline 24 hours average point Liked 1163.
2) Post Analysis
After analyzing the articles from 7/29 to 9/5, it is found that the public number “Japanese Eclipse” basically maintains a frequency of 3 per week, each time more