Content, activities, and community SOPs. How to use these three major levers to help users convert?

Building a complete private domain content system. In fact, many businesses in the private domain are content-based. Content is a very complex but necessary system. From pictures and texts to short videos, from public accounts to Douyin and Kuaishou video accounts, we are closely surrounded by content. What is content? If we talk about content now, many students still think it is just pictures, texts, and public account articles. But in fact, everything that can be used to express a product is content, such as traditional graphics and text, today's live broadcasts, short videos, medium and long videos, and even commercials, landing pages, coupons, user reviews, etc. are also content. Because these contents all serve our products, and in order to express a good product, we should combine various scenarios to implant appropriate content, thereby affecting the audience of our products. Content is a tool used to express products. Through this tool, we must achieve marketing purposes such as attracting new customers and converting. Therefore, when making content, we cannot only look at the platform, nor only the scene. We must combine the scene and content to build it together. Where are the content touchpoints? What is it? When doing this course, we studied many JDs in content operation positions. They actually create content based on various popular platforms. Now the public account is quite popular, so I started to make the public account. Zhihu became very profitable, so I started to make Zhihu. Douyin became strong, and I started Douyin. In fact, if you continue like this, you will find that your content will be more and more produced, but the effect will be very little. Creating content is not our purpose, and choosing the right platform is not our purpose either. We have to consider some more important things before creating content. What is the purpose of our content? In order to achieve this goal, what should we do? In order to produce this content, what channels should we use? Therefore, the logic we finally got is actually: the purpose of our content creation is users, and content is the core means, which is the means we use to hit the users' minds. As a content operator, what we need to do is to address the issues that users care about at which nodes, to achieve what purpose, and to establish what kind of user relationship. Introduce users from major platforms into our private domain pool, and then use professional content in this private domain pool to influence users' decisions. The key content of establishing a content system is to serve our user relationships. User relationships are different at each stage. The usual solution analysis path is: user stage → user demand point/pain point → our solution. There are some pitfalls here that we need to talk about. ① When making content, you don’t just show users what you have, but you show them what they need. Many students make mistakes by trying too hard when doing content marketing. For example, we are in vocational education. We tell our customers that there are tens of millions of text materials and hundreds of course contents on our platform. Various famous lecturers are very helpful to users. Is it useful? What users need is results. What kind of results will I get after reading your content, what will I gain, and what problems will I solve at the moment? ② When creating content, you need to have in-depth contact with the customer’s business scenario. Sometimes the customer pain points we think we write about are actually not the customer’s pain points. Content creation must not be separated from the business. If conditions permit, content students still need to go deep into the business scenario to understand the real customer pain points, and then the output will be more convincing. To sum up, we analyze from the perspective of user relationships. The logical relationship between content touch points is: based on this logic, it will be smoother to design your own content theme. High-conversion private domain activity methods There are many private domain activity methods, but they pay great attention to the scene. Today I will analyze for you what our activities are and how to design them through the online private domain scenario. 1. Activity platform Our online activities are mainly centered around several major interactive media platforms - Weibo, WeChat, Douyin, Kuaishou, Zhihu, etc. Different companies have different main media positions, and you can choose according to your own needs. 2. The activities are classified into six categories: check-in/sign-in, mini-games, red envelope lottery, voting/competition, test/answer, and group fight/bargaining. 3. The four major goals of activities are not activities for the sake of doing activities. All activities have their own purposes. They are mainly divided into the following four categories: attracting new customers, promoting activation, transformation and dissemination. Attracting new users: following video accounts, subscribing to public accounts, registering/authorizing, adding corporate and micro friends; promoting activity: specific user behaviors, such as group activity, community posting, etc.; conversion: placing orders/paying/signing up, etc.; dissemination: forwarding /Share/View, etc.; 4. Produce activity ideas According to the following process, we can quickly produce an activity idea. Select activities → Apply activities → Reasonable changes → Determine creativity Select activities: choose your activity style; Apply activities: Apply the selected activities to your own activities; Reasonable changes: On the basis of the original activities, make changes to the design, forwarding, and participation processes and other steps to make modifications; determine creativity: determine the final activity plan; 5. Organize activity styles. The five elements of the activity plan are: activity theme, activity time, activity purpose, activity rules, and promotion channels. ① The lottery sets the winning probability, winning ratio, number of winners, prizes, and participation conditions in advance. When users meet the conditions, they can participate in the event and can set forwarding conditions. ② The simple and crude activity style of red envelopes is suitable for attracting new customers and conversions, and uses red envelopes to stimulate users to place orders and pay. ③ Users who answer questions will receive red envelopes after answering questions, deepening users’ understanding of the product and stimulating users’ payment behavior.

④ Group bargaining "Friends can help me cut a knife". Pinduoduo has gained hundreds of millions of users by bargaining. This form of activity is also widely used in the e-commerce industry. In the form of group bargaining, the purpose of the activity is to convert payments into activities. The key point is to set the difficulty of participation, including the amount of one cut, the upper limit of bargaining, the minimum purchase amount, etc. ⑤ Check-in and check-in are currently the main means to promote product activity. You can get rewards for daily/long-term check-in, which enhances user stickiness. Commonly used in reading, shopping, fitness and other products. The key to the success of this form of activity is to set rewards that match the current user attributes. If it is a reading category, you can sign in to get reading permission; if it is a shopping website, sign in to get shopping coupons. ⑥Voting contest users vote, and the person who votes first can get rewards, or participate in voting and get rewards. This kind of activity is often used for brand communication and can obtain a group of precise fans. ⑦ Users collect submissions and content, and those selected will receive rewards. The content submitted needs to be of interest to users and convenient to provide, such as photography, buyer shows, and design works. This form of activity has greater requirements on the brand’s influence and user stickiness. ⑧ Prize-winning guessing takes advantage of the user's luck, and you will get a prize if you guess correctly. The form of betting usually appears in the field of sports and competition. The marketing of Vantage World Cup victory "if the French team wins, Vantage will refund the full amount" not only enhances brand awareness, but also promotes product sales. ⑨Interactive games are highly interactive forms of activities, tending towards fun games, and are deeply loved by users born in the 1990s. For example: Guessing the Little Song, Sleeping Position Competition, Dressing Up Competition... They all have one thing in common: smooth and low-difficulty operations, which can trigger a lot of UGC. It not only satisfies people's desire to share their lives, but also satisfies the curiosity of "snoopers". It kills two birds with one stone and can be forwarded and spread. ⑩ Task companies will release some online tasks for users to complete, and after completion, they can receive corresponding prizes. All the above-mentioned gameplays include many elements, and the elements can be replaced according to your own purposes and products, so that this gameplay can be more integrated with the tone of your product. For example, you can also get rewards by checking in. For fitness-related things, you can get fitness medals by continuously checking in for fitness. For car-related things, you can get a barrel of oil by continuously checking in (you can go to the gas station to exchange for gas). For education-related things, you can get rewards by continuously checking in. Coupons or trial classes, etc. Content-sharing community gameplay is mainly divided into two categories: one is a community that directly makes money through content sharing, and the other is a community that uses content as a means to assist conversion. Direct profit from content sharing First, let’s look at the first type of community. This type of community relies solely on knowledge sharing, and users need to pay to join the group. There are two sections here, material incentives and crowdfunding content. 1. Material incentives: Generate content and refund community fees. Material incentives are the most direct incentives, but this kind of effect that relies only on materials cannot last long. But if you combine material incentives with social content generation, it will have a different effect. Let me share with you a reference for this kind of gameplay: Activity introduction: In order to make full use of the talents of the group members and solve the practical problems of the group members, this group holds a question and answer activity once a week. Tentative rules: The best questions and best answers each week will be voted on by the group. Group members who ask the best questions and write down the best answers every week can get 100% of the group membership fee refunded. We are now starting to collect questions for next week. If you have any questions, you can send me a private message or leave a message directly in the group. The advantages of this approach are: returning community membership fees is a real material incentive for community members; it allows community members to invest time and energy, which is very helpful in creating a sense of participation; the threshold for participation is relatively low , actions such as asking questions and voting are easy to complete; high-quality content for the community is generated. In addition, there are some similar ideas, which you can refer to and choose the gameplay that suits you: After joining the community, contribute the 10 most valuable ideas and refund the community fees. 2. Crowdfunding content: Everyone for one, I for everyone. This gameplay is actually the classic mass line strategy of "from the masses, to the masses".

Let’s take a look at the event copy first: Although the "Mid-Autumn Festival & National Day" event has been declared over, for the sake of the happy life of many copywriting dogs, the editor of xx.com decided to develop this event into a long-term one, so Halloween & The Double Eleven copywriting call-out event has officially begun! Participation rules: Throw us whatever you have seen, done, previous, this year, copywriting, activities, planning, just three steps: copy the link