Using the hot-selling mindset to operate self-media content will only make you make more mistakes

For those who want to learn more about operations, you can read the following article. I believe you will gain more knowledge about self-media. By the way, the following content is more suitable for those who have already identified the track field but have not figured out the logic of self-media content operation, and those who have products that want to monetize through self-media IP!

I believe that you who clicked on this article should know that if you want to make money through self-media monetization, you must provide your value, solve other people's problems and meet their needs.

Today, Uncle Qi will put aside the discussion of valuable services. Now, any individual or company doing business knows that they need to obtain "traffic" on the Internet's self-media platform to match existing businesses and expand the scale of monetization.

So, as long as you run your own media, you will never be able to get around the hurdle of "content operation".

After all, in self-media platforms, content is the carrier of traffic.

However, 99% of self-media people take the wrong first step in account content operation!

1. Misconceptions about secondary creation of popular content

Many self-media experts will tell you:

When creating content for a self-media account, you can first directly find dozens of popular topics in the industry to create secondary content (and also add a few screenshots of the same topic video with more than 10,000 likes), and you can easily get through the cold start period of the account and break 10,000 followers;

Keep doing this and you will have 50,000 or 100,000 fans. With so many fans, it will not be a problem to earn over 10,000 yuan a month!

I feel that after saying this, everyone will feel that operating self-media content is actually quite simple.

Actually, it is not true. This statement misleads 99% of the self-media people who want to monetize their products! !

It seems that experts teach you not to be self-satisfied when creating content, but to create content that focuses on the interests of users in order to attract traffic.

However, you don’t know how to operate the secondary content of this popular content, and more importantly, how to carry on the subsequent content of the account. This potential core point is ignored by most people.

"The fastest way to ruin a person is to let him take shortcuts." In fact, when you follow the process of creating a second hit, you will find that copying other people's successful hit topics may seem to have a good short-term effect on the increase of followers on the account;

But at the same time, you have become someone else’s shadow, and sooner or later you will be backfired by the popular content of secondary creations!

Or when you are monetizing, you always feel that there is no problem with the accuracy of the audience, but the conversion power of your own product is very poor, and you cannot find the specific reason for the content (this is especially true for self-media people who already have products and rely on IP) .

Because product conversion and payment cannot keep up, you will lose track of what direction your account content should take to solve the current problem and become troubled, or even stop updating.

Don’t ask Uncle Qi how he knows this, because this is how he got through this before…

In order to find the root cause of the problem, but when the problem cannot be clearly located, Uncle Qi suggests asking a big name in the same field for advice, because he is at the top of the field, and it is likely that he has already solved the detour you are taking (Uncle Qi’s habit of solving problems is to search for information on the Internet, read books, and ask big names for advice) !

As the saying goes:

"Peers are the best teachers." Uncle Qi specially bought consulting courses related to self-media content operation from recognized peer teachers. I believe that smart people understand the principle of spending little money to buy time!

Combining the knowledge learned from paid courses and practical experience, the root causes of the above problems are summarized as follows:

Before the account was created, there was no clear content positioning.

I believe you are not unfamiliar with the term content positioning, but like me, you don’t pay much attention to it or have no concept of content positioning at all.

There is nothing wrong with using the idea of ​​creating explosive content. The problem is that you cannot use it properly.

In addition, you always feel that what you are talking about is what industry users care about, which is enough to attract vertical fans, so it doesn’t matter whether it is positioned or not.

In fact, you really need to have a so-called...

You see, the accounts that are doing short video operation teaching are all creating content in the same field. Some people monetize their services to attract individual IPs, while others monetize their services to attract their bosses’ IPs!

What does this indicate?

In addition to user and business positioning factors, the core issue is still content positioning! This is why the monetization results are so different.

Key point: There is a huge difference between positioning and not positioning, and there is a huge gap in "monetization conversion power".

2. What does “content positioning” mean?

Content positioning seems to be an abstract and vague word, but if you break it down into “content + positioning”, your understanding will become clear.

▶ How to understand self-media content?

The purpose of creating self-media content is to attract target audiences and convert certain things; all relevant content that may attract your target audience and content that can cause the target audience to convert to certain things are the content directions you can create.

▶ How to understand positioning?

In the book "Positioning" by Al Ries and Jack Trout, it is defined as follows:

It means making the brand occupy the most advantageous position in the mental ladder of potential users, making the brand a representative brand of a certain category or characteristic.

When potential users have relevant needs, they will choose this brand as their first choice, which means that this brand occupies this position.

So "content positioning" can be understood in this sentence:

How to differentiate your content in the minds of potential users so that they can think of you when they have relevant needs.

For example, in the same field of maternal and child care, some bloggers focus on parenting experiences, while others focus on parenting complementary foods.

The key points that determine the differentiation of content positioning are: core target group positioning + commercial positioning.

3. How to do a good job of "content positioning"

Content positioning is not an isolated point. To do a good job of content positioning, you must consider multiple dimensions from the overall to the specific. Solving the problem of content positioning can increase your monetization efficiency by more than 10 times.

Next, I will break down and explain to you the ins and outs of user positioning, business model positioning, personality positioning, and content positioning.

① User positioning

User positioning can be simply summarized in one sentence: "It is the user group that the product is aimed at" or "which type of user this product is provided for."

Knowing who your users are is very important.

Doing a good job of user positioning is the prerequisite for determining the content direction;

You need to understand the characteristics of users and think about their behaviors, thoughts, and feelings based on their background and goals.

The following is a specific multi-dimensional portrait of the user: Of course, the user portrait does not just represent a specific user, but a class of users with the same characteristics.

1. Basic characteristics (age, gender, city, income, family situation, interests…).
2. Character traits (If he is an old man, what are the traits of an old man? If he is a boss, what are the traits of a boss?).
3. Behavioral characteristics (what information does this group tend to pay attention to when operating).
4. Business-related characteristics (some characteristics linked to the company's business).

🔺This picture comes from the Internet and is only for communication and learning

If you have enough user information but still can't find the problem, why is that?

Because you lack empathy (you can’t put yourself in the other person’s shoes and feel their situation deeply).

So how should we create scenario-based portraits of specific groups of people?

For example:

The target users are mothers (who can be further subdivided into full-time mothers or working mothers).

Target users: working mothers.

Age: 20-30 or 31-45 years old.

Income: Monthly salary 5000-10,000 yuan, or even higher, with strong spending power.

Educational background: Uncertain Cities: first-tier, second-tier, third-tier, fourth-tier, fifth-tier, etc.

Online time: basically all day, mostly concentrated from 9:00 to 24:00, with 10:00 and 19:00 being the peak times.

Demands and preferences: skin care, entertainment, gossip, beauty, shopping, self-improvement, parenting experience, etc.

Places of appearance: residential areas, office buildings, shopping malls, playgrounds, children's training institutions, etc.

Pain points, needs, consumer motivations, etc.

🔺This picture comes from the Internet and is only for communication and learning

With this user portrait information, you can better understand users and more easily switch to the user's perspective to think about problems in different scenarios. And achieve precision marketing, personalized product services, and content reach!

②Business model positioning

That is, what products/services you provide to what users and in what way (how you make money).

Now that you have understood the target audience portrait above, you can carry out business positioning based on it.

Take self-media training bloggers as an example. Most of them obtain traffic through self-media platforms, and then sell training courses to target groups through online shopping malls or private domain sales.

Because the different self-media platforms you choose have different platform rules and user interests, there will be some deviations in the content positioning on different platforms. (Seven Uncle recommends that you keep brushing the vertical field content on each self-media platform on a daily basis to feel the hot trends in the field).

In addition, products and services should try to have a clear target audience, and it is best to segment and differentiate them; because the more popular and low-threshold the track is, the greater the competition tends to be.

③ Personal positioning (IP)

As for the character positioning, Uncle Qi prefers to say that it is an IP character setting. If you are in the field of pan-entertainment, you don’t need to pursue IP because the content is diverse and the audience is wide.

To put it simply, it means that you need to know how you want people to see you, and then package and market yourself in that direction.

It is usually presented from the perspectives of who you are, your personality, what you have done, and what value you can provide to users.

Uncle Qi suggested that the IP character should be as close to the real situation of the person as possible.

Why do we need to consider character positioning when creating content?

Because your personality positioning determines the perspective from which you should output the content, which is also the relevant perspective in writing copy.

The general personality positioning options include: expert in a certain field, industry novice (growth record), practical person, entrepreneurial boss with a specific identity, etc.

• Easy to increase trust
• Continuously accumulate your own potential energy
• Highlight the differentiation of account content

Of course, there are many cases where IP is the reason for success or failure.

If done well, the product will soar to the sky, but even the slightest mistake may backfire on the IP.

Remember "don't do what you shouldn't do and don't say what you shouldn't say"; after all, it's really not easy to create an IP.

④Content positioning

After sorting out the business positioning, crowd positioning, and personality positioning, you can now do content positioning based on these.

After all, without the soul of content, your personality and business will not be presented on the self-media platform.

Uncle Qi combines course knowledge and his own practical experience to summarize his own content positioning method:

1. List your target areas, target customers’ possible pain points, and demand keywords. After all, content creation is to provide users with valuable problem-solving services.
2. Focus on the area you want to work in and your strengths, and list relevant keywords.
3. Combine the keywords from the above two points, and then highlight the differentiated positioning of the segmented content to distinguish it from its peers (here we only talk about the differentiation of content types, not the form of content presentation).

A simple example:

If your track choice is the maternal and infant field, and your target group is mothers, the pain points and demand segmentation keywords of mothers in this field can be: parenting experience, child education, child health, child nutrition matching, husband-wife relationship, parent-child entertainment, parent-child outfit, beauty and skin care, personal growth, weight loss, sideline business, etc. (As for how to find the demand keywords of the target group? First, rely on experience; second, rely on platform content collection)

What you want to do or are good at is parent-child matching, and clothing matching, related pain points, and field keywords can be: matching skills, dressing style, color matching, casual matching, vacation matching, party matching, sports matching, etc.

So combining the two, your content positioning can be:

From the pain points and demand keywords of mothers, select content areas that you are familiar with and have high attention, and then combine them with parent-child dressing content.

Different types of content need to be matched, because each type of content has different functions, but the main focus is on parent-child dressing content (i.e., screening content for commercial target groups).

After combining the personality positioning and content positioning, you will give people the impression of being a maternal and child knowledge blogger, but you seem to be different from others; you are the one among the maternal and child bloggers who is best at talking about parent-child outfits.

By combining these, your content segmentation positioning will be figured out, and you don’t have to worry about finding good content every day.

In addition, the key to content positioning lies in the ratio of functions of different content types, which is a point that many self-media people tend to overlook.

Uncle Qi specifically said:

When creating a self-media account, it doesn’t matter whether it is user vertical or content vertical. As long as the content can attract your target audience, it is good content!

4. How to collect content materials

Once you have a clear idea of ​​your content, the next step is to collect content materials.

Think about it, when you have a problem that cannot be solved, where will you look for the answer?

That’s right, most people’s first reaction is to search for answers on self-media platforms such as WeChat, Zhihu, Baidu, Douyin, Xiaohongshu, etc.

Therefore, when collecting content materials, you can search based on user pain points, demand segmentation keywords, and keywords in your area of ​​expertise, and prioritize searching on existing self-media platforms.

Then look at the search results and prioritize the collection of relevant content materials based on the popular likes data. (I will share with you how to use SEO tools to find long-tail traffic for keywords in the future.)

Analyze the perspectives from which the collected content topics are approached, and then create from a new perspective based on your personality and experience.

Speaking of content creation, Uncle Qi has one more thing to say:

You must think about the content in conjunction with the weaknesses of human nature when creating. No matter how much you delve into it, you still won’t fully understand it!

Just follow the instructions above. In fact, you will never finish writing content related to your target audience...

V. Conclusion

After reading the above content, you should now know that IP content positioning is to make content that attracts your target customers based on user positioning, business positioning, and personality positioning, and to highlight the differentiation of the content so that users can label you and create a unique user mind.

The relationship between these four is complementary. Uncle Qi summed up one sentence based on his own practical experience:

Business positioning is the leader, user positioning is the lifeline, personality positioning is the grip, and content positioning is the soul.

(Seventh Uncle’s first opinion on the Internet)

However, can good content positioning effectively improve the IP monetization capabilities of self-media?

not really.

Content positioning is just the first hurdle in your self-media content operation.

If you want to achieve high IP monetization conversion power, you must work hard on content function layout + content traffic strategy!

So how can we do a good job in content layout + content traffic strategy to create an IP self-media account with continuous and stable traffic + high monetization conversion power?

Author: Lao Qi, public account: Qishu Entrepreneurship Circle