First, crowd positioning and crowd characteristics
Crowd positioning: young pregnant mothers, expectant mothers and young mothers.
Crowd characteristics:
1, very concerned about the birth and growth of the baby;
2. Motherhood is radiant and full of love for life;
3. Actively search all the experiences and knowledge of pregnancy and parenting;
4. Lack of independent and rational thinking is easy to be induced.
Second, the content operation focus of similar competitors
In the maternal and child category, the official account of "Lilac Mom" WeChat WeChat is also a maternal and child science platform and belongs to Dr. Lilac. The number of fans is unclear, and the average headline reading is 5w+, which is incomparable with the rice cake mother.
The contents pushed by the rice cake mother are comprehensive, including "baby's health and safety", "pregnancy guide", "Ma Bao's health" and so on. take for example
"Is the bed too soft to affect the baby's spinal development? How to choose a crib? 》
"The baby's hair is thin and yellow. Is there something missing? 》
"Baby sunscreen, this place can't be forgotten! 》
When is the best time to have a baby? How old at the latest? 》
"Breastfeeding, can you get pregnant without wearing a condom? 》
......
"Lilac mother" micro-signal content features: popular science! The article has a lot of dry goods for mothers and babies, which has attracted the attention of many users. However, compared with rice cake mom, the style of the article is blunt and lacks interactivity. Laila's mother is more like a doctor than a mother.
The contents of other official accounts of mother-infant WeChat WeChat are similar, starting from the aspects of "pregnancy" and "parenting". As long as there is dry goods inside, there is still a certain degree of attention. However, why does the article of rice cake mom always reach 10W+, but other platforms can't?
Let's analyze several advantages of mother's content operation of rice cakes.
Third, the advantages of rice cake mother content operation
1, clearly positioning and topic selection, and grasping the pain points, itching points and excitement points of young mothers' pregnancy and parenting.
"Is it necessary to wean at work? In doing so, the working baby is correct. "
I'm just a mother, no matter how capable I am.
"It's 30 degrees, and you have to wear diapers for your children? None of your business! 》
The title of this article is very attractive.
The title of the article adopts various strategies such as controversy, suspense, scarcity and urgency, intimidation and so on.
For example, "Earwax turned out to be a good thing? Mom! Mom! Come on! Stay. Hands! " Under normal circumstances, shouldn't wax be taken away? Why an assistant? What harm will this do? Open it quickly!
"Let the baby barefoot, so many benefits!" (Grounding gas, of course. )
Blind medication will hurt your baby, as will diarrhea. )
3. The style of writing has its own characteristics and personality.
As mentioned above, mother lilac is more like a doctor, while mother rice cake is really a mother with children. From the mother's point of view, it's easy to get close to the fans and activate everyone's interaction. Instead of thinking that many maternal and child WeChat official accounts will treat young mothers from the perspective of God!
4, the content is rich in dry goods and the typesetting is beautiful.
The articles read by Mom 10w+ are basically dry goods, from which users can get what they think they want. (It may also be false demand) Because the target group is "blind", it is easy to be induced by the opinions or products of the article, thus forming a curse or facilitating a transaction. Simple typesetting, appropriate color matching and no aesthetic fatigue.
Fourth, where is further optimization needed?
Reduce the frequency and quantity of product tweets. With the change of rice cake mother from mother to child to e-commerce, the soft products in shopping malls have increased, and they are all "hard and wide". It may be better if the product and soft text can be better combined. If it is still "hard and wide", it is recommended to reduce the frequency and quantity of promotion.
Finally, I think that the rice cake mother gained a lot of fans during the WeChat bonus period, and now the core fan base is large, and the reading volume is broken by 10W+, which is also one of the reasons.