Of course, the management of brand WeChat official account is a long-term task, and it is not advisable to be superstitious about the influence brought by 65438+ 10,000 articles. The focus should still be on content creativity, so as to increase the number of users and establish user stickiness. If you have 1 10,000 fans, the reading volume of 1 10,000+is naturally a piece of cake.
How to create high-quality WeChat copywriting?
The first is the title. The title of WeChat copywriting also follows the title writing of general copywriting, but because the official account of WeChat is folded, users can only see the title in the subscription number push, so the title becomes more important. If the title is not well started, users will not click in.
How to make a good title? There are several key points to pay attention to: clear direction
For example, these two titles:
1, the most successful 10 Internet tycoon in recent 10 years: What is the most failed project?
2. Lei Jun, Wang Xing, Liu and Zhou Hong? Wait 10 bosses, what is the most failed project?
These two titles come from a real case, the same article, when using the first title, it is tepid; Change to the second title and then spread, and the reading volume quickly exceeded 65,438+10,000.
The title of WeChat copywriting is the most taboo and vague. The information should be as clear as an awl, penetrate readers' eyes, touch readers' nerves and let them complete the action of "click to read".
When drafting specific titles, in addition to referring to the general title writing methods, we should also refer to these title templates with high forwarding rate and high reading volume according to the special environment of WeChat reading (different from other stable reading, the title setting of WeChat articles must be more suspenseful and guiding because of the action of "clicking to read").
Question-setting style: the question causes a * * * sound, and the reader wants to know the answer, just click in and read it.
Collection style: use keywords such as "6 methods", "5 suggestions" or "inventory" and "inventory" in the title to make readers want to know the details.
Strong attraction: use words such as "most", "must go" and "must see" to drive readers to click.
Negative type: "4 common mistakes" and "5 things you should avoid", such titles that use negative words or negative statements are often read more on WeChat than positive titles.
Anti-common sense: present facts that are contrary to common sense in the title to attract clicks, such as "getting married is too costly" and "Apple is actually bleeding".
If it's just a "title party", readers won't share it even if they click in. You know, on social media, especially on WeChat, what is not shared is almost equivalent to a death sentence.
What is good WeChat content?
The first is freshness. The essential attribute of WeChat official account is natural media. Since it is the media, the content produced should be as fresh as news. Keeping the content fresh, keeping up with hot spots and mastering first-hand information are important factors in writing a WeChat copy with a reading of 65,438+10,000.
Secondly, it is topical. What is the hottest topic on WeChat? Let's look at some official data: 4 1. 1% users' main purpose is to obtain information, 36.9% is to facilitate life, and 13.7% is to learn knowledge.
Getting emotional information is the purpose of people's attention to the official account of WeChat, while emotional information, medical care and political and legal news articles rank in the top three in terms of reading volume and sharing volume. Writing WeChat copy can be closer to hot information and topics in strategy.
Finally, there must be dry goods. No one has the patience to watch a bunch of nonsense on a small screen with a mobile phone. Providing dry goods information, the simpler the dry goods, the more widely spread the foundation.
Don't be a "content porter"
Being a "content porter" is an easy mistake for traditional media to operate WeChat official account, that is, directly moving magazine or newspaper content to WeChat. The consequence of this is that it is obviously quite high-quality content, but the communication effect is very poor. To realize this problem, it is necessary to "transform" (from content porter to content producer). Combined with another article in this issue, I believe there will be a qualitative leap. Of course, transformation and precipitation will take time. Technology inside and outside our circle also uses time and energy to help customers jump into products and enhance brand awareness. If you choose us, you and I will have a qualitative leap.