The core of content operation in the end where?

Enhancement of native content from a technical point of view, content operation copywriting, rich media practical ability, the number of operation ability camp need operators to master the skills include according to the analysis, then from the perspective of the "basic theory", the core of content operation in the end where? We know that many new media in science and technology in the microblogging era, the content of the original and exclusive to win the market's response: 36 nitrogen focus on entrepreneurship; Lei Feng net bias technology, product; Tiger sniff net bias business and company, and Tiger sniff heavy comments; SocialBeta bias social media; PingWest that they and Silicon Valley more grounded, more first-hand information; titanium media focus on in-depth reports. Content differentiation competition makes these new media according to the law of content production ushered in the microblogging era of the spring of content entrepreneurship. Now Internet entrepreneurship is still in full swing, content entrepreneurship ushered in another prosperous and beautiful spring. For example, "today's headlines" has become the leader in this field based on the machine algorithm of content personalized recommendation, information customization has become the new direction; at the same time, the original content entrepreneurship has won the favor of the market, and the payment for knowledge has gradually become fashionable. For example, the platform of "in line", "small secret circle" and "value" has entered the tide of the times; the online fragmented education program "Panda Academy", which pays students systematically, has become the leader in this field. "Panda Bookstore, an online fragmented education program where paid students systematically learn the essence of recommended book lists; major online video platforms have entered the membership fee mode, browsing exclusive content on their own platforms; and "Thousand Chat" incubated by Tencent's Crowd Creative Space is the leading online knowledge community in China, where elites from various fields live share their professional knowledge and experience every day, interacting and exchanging information in real time. The "Thousand Chat", incubated by Tencent Crowd Space, is a leading online knowledge community in China, where elites in various fields share their professional knowledge and experience live every day for real-time interaction. Thousand Chat is a platform that focuses on knowledge sharing, and through the form of live broadcasting, you can directly find experts, teachers, and experts in various fields. In fact, payment is the best respect for content, and it is also a commendation for those who have done something on the Internet. The sudden rise of knowledge e-commerce and content payment, in the final analysis, the original content will be the most central ability in this content entrepreneurship war. First, column branding. After planning and operation, the community has created the columns "Everybody Talks", "News Talk", "Financial Commentary", "International Viewpoint", "Public Opinion", "Public Opinion" and "Public Opinion". ", "Public Opinion Watch", "Book and Movie Watching", "Politics and Economics Morning Report" and other original branded professional commentary columns, analyzing news and events through different perspectives, winning a good reputation. events through different perspectives, which have won a good reputation. Second, original content. One of the daily work of editors is original content, and content production capacity also reflects the strength of content operators, so the selection of high-quality articles has been increased, and editors have contributed a steady stream of high-quality comments to the content, which has aroused the popularity of netizens. Third, mining original news clues. This is considered to be the community's most core competitiveness of the content operation. 2012 November, the author of the first nationwide exposure of Guizhou Bijie five dead children news events, causing the national media to follow up on the report, set off the care of the left-behind children of the hot debate, which is considered to be a career in the more influential work. In addition, a series of news and commentaries by Guangzhou Citizen District Council. The earliest in the service of a local website during the launch of a hot figure for a bodyguard event, attracted the attention of the television media, and attended the discussion as a guest; in 2015, tracking the news hot figure prostitution case, won the attention and praise of the national news, set up a good brand effect. In 2015, we questioned for the first time in our official microblog the insincerity of the three major carriers in raising speed and lowering tariffs, which triggered heated discussions in the media. Subsequently, the Yangtze River passenger ship capsizing incident, the pursuit of seven major questions to be solved, triggering public concern. Of course, the above core operational practices of content operation is based on the specific circumstances and target positioning of the platform and implementation. The forum community I served belongs to the current affairs community, with more than ten years of accumulation, and the user profile is "netizens who care about current affairs". Compared with other Internet platforms, commenting and salvaging original news clues are the most competitive assets. Through these cases, the original content or the original ability of content is the core of content operation. When it is clear who the audience is, then to address the source of the content, in general, the content comes from: traditional media production; professional journals and books produced content; content produced on WeChat public number; content produced on Zhihu; content produced in other forums and communities; content produced by KOL; their own original production of the content and so on. From the perspective of content originality, there is a difference between professional and amateur, hence the emergence of UGC (User-generatedContent). With the development of the mobile Internet, the creation of online content has been subdivided into PGC (Professionally-generatedContent, professionally-produced content; also known as PGC,Professionally-producedContent), and the difference between UGC and PGC is the presence or absence of professional learning, qualifications, and a certain degree of expertise in the field of the content being *** enjoyed. **The difference between PGC and UGC is relatively easy to distinguish by whether or not they are paid accordingly, and UGC is often a "hobby" that involves contributing one's own knowledge and forming content on a voluntary basis. Professional content production has become the benchmark for successful content entrepreneurship and content operation. For UGC, the means to incentivize users to create content: give a sense of honor and material rewards, and enhance the sense of participation and belonging. In other words, these means can satisfy users' material needs as well as make them feel valued. Therefore, when interviewing for a content operation position, the recruiter may also want to come to the candidate to have a successful case of content operation. In the BBS era, to see how many article clicks; in the microblogging era, to see how many retweets and comments on your creative copy; in the microblogging era, to see the number of readings and number of likes of the work, the so-called successful content operation cases, mainly focusing on the impact of the content, the dissemination of the breadth and intensity, especially on the subject matter of the trend of imitators of the number of people. For example, the popular Internet buzzword "the small boat of friendship overturns when it is said to be overturned" comes from the comic book writer Mantoni's first creation, "The Small Boat of Friendship". The phrase "the small boat of friendship is overturned when it is said to be overturned" is actually a euphemism between two friends who say, "I don't want to play with you anymore," implying that the friendship can't withstand the test, and changes when it is said to be changed. The earliest expression of "friendship boat" comes from the English word "friendship", while the expression of "say over and over" comes from a once popular spoof picture "Let's swing both oars, the boat say over and over! Friendship is pronounced like a ship that turns over, and it was the Korean drama Descendants of the Sun that really caught fire, with the play "Saying Separation, Geng Zhi Wu Shuang" deriving from a series of references such as "Friendship Boat Said to Turn Over" and so on. "A series of content. Then, a series of "the small boat of friendship said overturned" content spoof popular, brand and industry parodies continue to become a good story of network operations. We can see that all aspects of Internet operation are systematic. Successful content operation is not only in the traditional sense of how many people click on the text, how many people watch the video, but how many people imitate and follow the trend. Similarly, the popular "Vancl body" and "Chen Ou body" are also outstanding masterpieces in content operation. Content operation breaks through the general sense of writing articles, they do not lie in the merits of the content, but in the excellent dissemination and the ability to cause netizens to imitate. These contents have been systematically original, and the pervasive spirit of Internet subversion, deconstruction and mockery constitutes a new ecology of content production. WeChat WeChat public number, from the content of the operation to stand out from the WeChat public number countless, many of them through the chicken soup of the soul way to stir up the mood of social agitation, simple and brutal to win the eyeballs, the most controversial "Mimeng" WeChat public number is a typical case. The most controversial one, "Mimeng" WeChat, is a typical case. The operator of "Mimeng" was voluntarily canceled after the article was suspected of being fake. If you look at the development of content from the point of view of the situation, many content platforms have dissolved people's attention, so only vulgar and crude, simple and direct way of speaking can strongly stick to the netizen's eyeballs, which is one of the reasons why people questioned the operation of the content. Unfortunately, the current content operation to "kill a bloody road", this approach still seems to work, but it is also like drinking hemlock to quench their thirst. With the increase of new media, platform matrix more and more, distribution channels increase, content as much as possible universal network platform, content operation has become the most important development strategy, from the text, pictures and video content, spread the breadth and intensity of the content, the need to layout from the media matrix. At the same time, we also need to see that there is no exclusive by the home department to recognize the intention of the side of the cat side of the competitiveness of the individual, that is, the loss of originality will lose the core competitiveness; for the platform, to improve the content native ability will allow the platform to go faster. In people's impression, once upon a time Internet companies will always have their labels, Ali is the outstanding representative of e-commerce, Tencent is the outstanding representative of social, Baidu is the outstanding representative of the search, Tianya community is the representative of the breaking news, the potato site is the representative of the video, microblogging is the representative of the new media these stereotypical corporate image is mainly due to the core operating capacity of the previous period is determined by the original derivation of the results of their content! The stereotypical image of these companies is mainly due to the core operational capabilities in the early stage, and is also the result of the native derivation of their content. Even though these enterprises have realized cross-sector diversification with the continuous development of the market, the spirit of innovation and the originality of content are still the key to overcome the market in the cruel market. The form of content continues to evolve, the content has not only stay in the text and pictures, video, a new trend has emerged. That puts new demands on content operation. We might as well start with the fact that live broadcast and VR are the hottest topics today and the oddballs of Internet development. Let's start with the live broadcast. Now the live situation is somewhat similar to the year of the group-buying network "group war", the competition to the white-hot stage, "you ugly you sleep first, I beauty I live", live fast become synonymous with the network to see the beauty of the field of live broadcasting, laughable things more than There are countless things that are ridiculous in the field of live broadcasting. For example: a game live site anchorwoman with a strong "sleep" not only to get more than 10,000 viewers, but also triggered the attention of Wang Sicong, and was rewarded with 70,000 yuan worth of red envelopes, she did just sleep for three days. A man in Weihai, Shandong Province, live broadcast to the market to buy seafood and cook to finally eat the daily routine, surprisingly, can also become a netizen, the peak hours and even more than 260,000 people concerned. Beijing, a man in the subway live tease girls, netizens are excited to pay attention to the development of the situation, but the man close to the target, found that the girl stood next to her boyfriend, so in the subway to do push-ups and live. The main "pan-entertainment" content platform occupies a large part of the live platform, eating, sleeping, chatting, dancing, daze, make-up, singing can become the content of the live broadcast, how monotonous and boring, lack of content innovation, entertainment to death. Therefore, some commentators issued a question: the future of live broadcasting, in the end, is the innovation of the model or the innovation of the content? VR. 2015, along with VR (VirtualReality, virtual reality) and AR (AugmentedReality, augmented reality) technology to increasingly realistic immersive experience popular around the world, the relevant industry began to appear. 2016 is recognized by the industry as "VR year". 2016 is recognized by the industry as the "Year of VR". Nowadays, VR is no longer the material in science fiction. According to relevant statistics, in 2015, the global VR shipments were 2.2 million. And Citibank predicts that the size of the VR hardware, network, software and content market will reach a staggering $200 billion in 2020. At present, VR has ignited the passion of almost the entire Internet industry, and major analysts have listed VR/AR as an important technology trend for future technological development, however, the investment in VR hardware has passed, and there is more room for development in the content area. Many VR applications in games, tourism and medical care, but the application to film and television is still relatively small, because the lack of content is the crux. Some people analyze, in the field of VR content, may be a greater application is to cross the geographic limitations, to provide the actual physical space is difficult to reach the experience. For example, the first to do drones also stand out in the clear technology, the future can take the YR equipment to experience the reading of the air with the sense of Chu, or virtual movies appear, in line with the VR view of film and television content was developed, bringing a new experience. More imaginative is that the network virtual shopping, with VR equipment, connecting equipment, like a real scene into the supermarket store to buy goods; with VR equipment to develop an online inspection of the sensor, the customer can touch the texture of the product and the weight, thickness, log on to the relevant back-office and the system to remotely monitor the texture of the transmission, the future can also be developed into other areas, such as supermarkets, virtual shopping, clothing stores and malls, etc. Moreover, there is a need for content interaction, which is a new direction for content operation.