What is the direction of new media content production and operation?Core positioning skills of e-commerce operation

new mediaOperation or independent station operation, content operation is one of them.

What is the specific content operation?

All the pictures, text, and videos provided to buyers on the website that can promote buyer conversion and convey the seller's brand value can be called content.

What is the direction of new media content production and operation?Core positioning skills of e-commerce operation

So why do content operations?

In fact, the significance of content marketing should be divided into four parts:

  1. communicate brand value;
  2. Build brand image;
  3. Improve buyer stickiness;
  4. promote conversion;

What are the types of content?

  1. image
  2. Text
  3. Video

What is the direction of new media content production and operation?

What are the methods for creating content?

  1. OGC (Occupationally Generated Content)
  2. UGC (User Generated Content)
  3. IGC (Influencer Generated Content)

The first is OGC (Occupationally Generated Content), which is the basis for platform-generated content.The source of these content is generally the content produced by the brand or website operator, including product descriptions, pictures, videos, etc. Its task is to convey brand value and establish a brand image.

The second is UGC (User Generated Content), that is, the content generated by the buyer's user, of course, is also created by the buyer spontaneously, or created by the seller under the guidance of the buyer.

These include reviews from buyers, retweets from buyers on social media, some descriptions from buyers, and reviews from buyers on the website.

The biggest role of UGC is trust endorsement, so that people who do not know or believe the seller's brand can quickly build trust with the seller's website.

What does the content operation payment direction mean?

The last one is IGC (Influencer Generated Content), which is an influencer generated content.

Sellers can find some Internet celebrities to help bring goods and create some content for sellers, such asFacebookad.

Where does the creative for the ad come from?

  1. One is for the seller to shoot by himself;
  2. One is that the seller sends an email to the buyer asking the buyer to help take pictures;
  3. The other is to contact the star and ask the star to pay for the shooting.

The above is mainly about the source and form of the content. The next question to consider is how to spread it?

The essentials of dissemination of content also include several aspects.

content firstPositioning, that is, what kind of content to do, secondly to understand the audience of the content, and finally to combine the communication channels.

E-commerceOperational core positioning skills

Positioning the selling point of a product must follow these 4 principles:

  1. Seek truth from facts, do not do false packaging
  2. The selling point is not limited to the product itself
  3. Demonstrate Differentiated Advantages
  4. Don't be too direct

Seek truth from facts, do not do false packaging

Whether it isWeb Promotionstill isInternet marketingPlanning must be based on the basic principle of seeking truth from facts. Any false description without actual basis is deceitful and dishonest to potential customers.

Therefore, the extraction of the point of purchase must be based on the actual situation of the company and the product.

Selling point positioning, not limited to the product itself

  • Not all products have very clear advantages.
  • Most regular products are not much different from others on the market.
  • At this time, it is basically difficult to refine the selling point according to the product itself, so it is necessary to "shape" the selling point at this time.
  • You can try to reflect the unique selling point from the company's market positioning, production and service experience.
  • A company of the same size, focusing on a single product for 20 years, has a different feeling from a company that produces multiple varieties and has only been established for two years.

Demonstrate Differentiated Advantages

  • Sometimes the products we deal in are new and special in the industry and have unique value compared to similar products on the market.
  • At this time, we need to show this unique value from multiple directions. To make customers feel unique, we must first be able to express uniqueness.

Don't be too direct

  • Basically, most people will not say how bad the products they sell, but will promote all kinds of good products or services.
  • So, if you say in your product or service introduction "top quality, top quality", "our product is the best on the market", it doesn't really mean much, but it's better than nothing.
  • The purpose of praising the product can be achieved indirectly: for example, we can praise the product through customer reviews and other people's mouths.

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