When we usually write copywriting or do self-media, do we feel that we can't start, and the content is always off topic?

Do we want to provide users with valuable content and help them solve their problems, so that they will be willing to read it? So what valuable content does it provide?

What are the entry criteria?

Everyone's demand for content is varied, but there are three dimensions that have the widest demand:

1, everyone needs skill guidance and practical dry goods.

Any industry and any kind of people have their corresponding skills, methods and practical suggestions; In today's society, everyone is a learner, and society is shaping a lifelong learning environment.

Everyone needs something to comfort, relieve stress or help express and vent their emotions.

Modern people's life and career are under great pressure, and everyone will encounter emotional and emotional problems, many of which need to be digested by themselves, otherwise there will be physical problems.

Therefore, emotional self-media, articles and audio books are very popular with everyone. Among them, the entertainment/funny category can also be classified into this category, aiming at relieving people's pressure and forgetting their unhappiness.

3. News hotspots and industry information.

Did you find a slogan with a headline number: "You care is the headline". If you have a deep understanding, you will understand that now is an era of information explosion, and information news has always been the most important content section.

Everyone watches news, and every industry has its own news. Hot spots and hot spots are an extension of information, and they also use the influence weight of news.

From the perspective of human nature, news hotspots and industry information can be used as word-of-mouth talk materials to enrich everyone's social information, so we must grasp this one!

If you just write a copy, you can, but if you create a self-media (such as WeChat official account, headline number, etc. ), must be personalized.

And having dry goods, feelings and gossip will make this number's personality more complete; And it is not easy to run away.

How to make the media more complete?

1, the output type from the media should be determined.

Do you want to be a self-media, news information, or emotional view of dry goods? This should be decided in advance.

Because your output type from the media directly determines the content proportion of the above three directions, if you want to do dry goods from the media number, then the most important content should definitely be the view of dry goods, and its proportion should be higher.

If you send emotional chicken soup every day, don't you go astray?

Two official WeChat accounts, one positioning is dry goods/skill sharing, and the other is emotional article interpretation/positive energy communication. Of course, I should consider some things. In addition to survival, it is more important for this society to learn to be a man and learn to do things.

2. The output content should be vertically refined and intensively cultivated.

Don't pursue the big and complete, just be small and beautiful. This is a trend.

At present, almost all self-media platforms regard verticality as a key item to judge the quality of an account. Verticality directly determines the scope of your official WeChat account, so don't be too broad.

Take the contents of these three directions:

Emotional mentality also needs to be subdivided. Although the emotional demands of modern people are mostly similar, the emotional demands of different people are different. People in the workplace have the troubles of people in the workplace, operators have the troubles of operation, and those born after 1995 have their troubles, and young parents also have their troubles.

Therefore, emotions can move people, but don't express your wrong feelings.

Not to mention news hotspots, because we have been emphasizing the correlation between news and the attributes of WeChat official accounts.

You must be clear: for news information, all industries have their own news, and all groups have their own topics of concern.

3. The output content conforms to the personalized positioning of the account.

Personalized positioning is to personalize the content, quality and service of self-media and distinguish it from other accounts, and help users perceive accounts through character models with distinctive personality, full emotions and specific impressions, so as to increase their goodwill and trust.

This is also very important. What kind of person do you want to shape from the media? An uncle or a beautiful young girl? Is it serious or funny? Friends or experts? What are his values and hobbies? Wait a minute.

This directly determines the writing style, graphic style, expression form, language characteristics and content tonality of the above three directions.

And everyone has their own values and hatred. It is inevitable that some content violates the values of the official WeChat account, so you can't choose, otherwise you are an unprincipled person.

By solving the above problems, you have determined the vertical direction of the image, type and content of the media number you want to create.

Then in this way, you will have a reference and guidance standard for your content. There is no need to always think about whether this content should be done, whether that content is good or not, and so on. , all kinds of entanglements, all kinds of wasting time.

In order to make this work more efficient, we think deeply about two issues.

The first one is, can this content solve the anxiety of the target users?

The second question is, is this content biased?

We should ask ourselves to see if the results of asking ourselves and answering ourselves are acceptable; Think of yourself as both a provider and a receiver. Do as you would be done by.

Think slowly and it will gradually form. In short, it is most reliable to provide practical guidance and information on the basis of self-media style.