I'm sure you listen to books, and I'm sure you've heard the term content is king, meaning that if you make good content and spread it, the product will sell well. As we delve deeper into Little Red Book Operations, we also realize that content is king is one-sided. Content is just the back end of marketing. If you really want to do a good job of the small red book, you should adhere to the product selection & gt; form & gt; content, these three are unified and orderly, only then can you build a brand or account. Choice 01: blue ocean selection. Behind the product selection is the industry, category and user pain points. When there are many brands in the category, the opportunity for new brands is more difficult. For example, in the milk tea industry, it is much harder for a new milk tea brand to break through. Little Red Tree operates in the same way. When there are many brands growing grass in the category, there are strong brands both in the demographic and in price. Even if you have a new format and content, the likelihood of a successful breakthrough is relatively small. Take the small red book beauty industry as an example, cream, cream, water milk, highly competitive, currently facing the international brands and domestic brands to jointly kill, the best track is currently the user search high, the competition is small track, such as blush, eyeshadow, lip glaze and other categories. On the one hand, a good product strategy is to rely on the blue ocean category to lock the segment; on the other hand, we need to make a good product. Du Guoying (founder of Xiaojian Tea) describes: a good product has a soul. It is a systematic solution to what problem it solves, the user's aesthetic preference, the user's usage scenario and usage experience, from the industry to the category, and then to a clear insight into the user's usage scenario. Therefore, we should make sure that your product can solve the pain points of users. When users have relevant needs, they will think of you and find you more reliable. Take Huikang ice machine as an example, through the small red tree keyword background, pull out the ice machine keyword, found the following two characteristics: high search index; no strong brand, compared with the car refrigerator search index, ice machine search index is 8 times, enough to show that the user demand is strong, from the current market bids, but also only 1 yuan, enough to reflect the low overall competition index. Let's take a look at user demand and feedback more about the dormitory ice making problem. Huikang completely impressed the users of Little Red Book by their experience of making iced milk tea or iced coffee, beer with ice, soda with ice, everything with ice, and cold drinks anytime, anywhere in their dorm rooms, and presented the experience of the ice maker through a video, which gained a lot of praise articles. Choosing the world, we need to find a blue ocean market with little competition and high demand from it to ensure that your product can solve the user scenarios and demand pain points, and realize the naming of the purchase (Zonghui Technology, Alphainfo, Shuo Zhiku, big data, network public opinion, public opinion outbreak, monitoring system). Form: based on demand. After making a good choice of products, we should consider how to find the theme choice, implant the product and expand the content. First, find user demand words through keyword planning tools; second, by interviewing ourselves and our users' content; third, by imitating 3-10-1 content creation.1. Official for advertisers to enter the wedding photo wedding photo and other open keyword query port system will recommend a series of keywords, such as wedding photo, you can develop content strategy based on keyword classification. Through finishing found that the current small red tree users of wedding photo search results are mainly divided into wedding photo style, geographical search and wedding photo brand, as well as wedding photo shooting strategy. Among them, wedding photo style ranks first in the search. The revelation of the brand is that when writing notes, you can implant the wedding photo style to facilitate the user's search and selection, and at the same time, check your account, whether there is an obvious wedding photo style, if there is, and the interaction is good, you can strengthen the advantage of this wedding photo.2. Product competitive advantage. If you are an e-commerce merchant, you can ask everyone on Taobao and the review section to see what the customer's problems were, what the post-purchase evaluation was, and what needs for the product were not met. Also, you can ask customers who didn't buy through customer service. What were the reasons you didn't buy and what were the reasons you wanted to buy? Therefore, it is organized in the form of topic selection.3. Content Creation Methods. New account, how to start taking notes, my idea, just like Mr. Lubai, imitate! Because popular styles are repetitive, some even styles of popular articles are repetitive. Take Hessian wedding photos for example. The article is actually the same in terms of typography, and copywriting style. Therefore, the first step is to start from imitation, choose three popular themes, such as Xiuhe wedding photos, Chinese wedding photos and French wedding photos, then search 3 x 10 popular images and text notes by keywords, data on 10 notes for each theme, filter out the most popular 3, start from your own interest, and then start to imitate the creation. With these three steps, we can determine the right choice of themes for the brand or ourselves. The next step is to refine the content around the theme choices and interact with the notes at a higher level from three perspectives: cover, headline and text. Content: a fine-grained operation. The main three aspects of the first picture, title and text to refine the operation and create explosive articles. The first picture: capture attention and strengthen the selection. For a good headshot, more than half of the notes are successful. To make the first picture of the little red book, we should treat the browsing environment as a shelf, think with shelf thinking, and make sure that the user is the first to notice the user when he or she brushes the notes. In the setting of the first image of the small red book, we can cut from the following angles.1. You can choose 3:4 image size, because the image occupies the largest position of the screen, whether in the discovery page or search page, you can get more display position. In the early stage, it can be displayed through the vertical image position.2. Write title copy on the cover image, add a title, small print copy, directly write the consumer's pain point small copy, really see the cover to know the full text, such as the IKF copy of the 100 yuan bluetooth headset actually have this sound quality, not more than a thousand dollars incense.3. Visual impact, the stronger the impact, the higher the user click rate. What is a picture with strong visual impact? The first is a picture that you have not seen, giving you a visual impact, such as bigger, more, more interesting pictures; the second is a familiar stranger, to stimulate the curiosity of the user. (1) Cover picture visual shock. Example 1: express box great, milk brand has been on fire for more than half a year. (2) Familiar strangers that stimulate user curiosity. For example, the Forbidden City made of germ rice, super cute dog rice balls, Disney cartoon rice balls, such as the Mako Farm's cooperative dada notes, to stimulate the curiosity of the user through the unfamiliar and familiar things. (3) Hunting for super-high-value cover, the weakness of human nature, at a glance, to meet the user's demand for beautiful women and handsome men, and implant their products. Title: follow the theme, read in full. The title of the Little Red Book is only 20 0 words, and the cover is relatively large, resulting in the title occupying less sight. If the main image visualizes the selling point, then the main image functions more as a service to the main image to attract attention. However, if the main image does not convey an effective message, the headline needs to point out the central theme of the full text and the headline can be written in three directions.1. News Editorial. On the basis of promoting Little Red Book, we should convey a business purpose, communicate an idea, or sell a product. Newsy headlines are divided into three main steps. Step 1: Create a news footnote. For example, if your brand is not a household name, it is recommended to use big money in star areas, Hollywood, Silicon Valley, Apple, Starbucks, celebrity personalities, Warren Buffett, Macy's, etc.; Shanghai's Biggest Shanghai's Biggest Hipster Shop! Akihabara Magic Box Paradise Mordor Edition.EG2: Hit the park near your home to degree Little Switzerland. Step 2: Add immediate words: now, Christmas, Saturday, etc.; EG1: more refined, more luxurious new generation Range Rover. EG2: Disney Lina Belle Forever Flowers nationally distributed Valentine's Day gifts. Step 3: Add the language commonly used in breaking news, including: brand new, brand new, latest arrival, popular, finally, etc.; EG1: Finally I can show you the house that has been renovated for almost a year. EG2: Shenzhen Skin Care|DMK enzyme therapy, popular all over the world. 2. Friend Conversation. The essence of friend conversation is spoken English. Spoken English is easier to understand, better memorized, and has the lowest cost of communication. Mr. Huashan also pointed out in "Super Symbol is Super Creative" that communication is a spoken phenomenon. First comes speech, then comes language, first comes spoken language, then comes written language. The most typical example is what Li Jiaqi says every time she is in the live room: gosh, buy it. This phrase is a superlative. Gosh has such a powerful impact. It is a super action word. Step 1: Shorten the distance to your users by adding you and me baby person words; You made a trip to earth and you're going to come to North Hill Street to see the sun is setting. The rice noodles you recommend are so delicious! Step 2: Change all written language to spoken language and see if you can achieve person-to-person transmission.EG1: The most beautiful B&B around Disney! Watch the Disney fireworks from a fan castle. EG2: Baby moms should familiarize themselves with | the order √ additional practices for adding complementary foods for the first time to their baby. Step 3: Add action exclamations, exclamations add core to highlight the experience of using them. The core of action words is to promote action and allow users to send private letters or make purchases on or off site. For example, hurry hurry hurry to me. Must try. Must encode and store quickly.EG1: Auntie Shanghai has a new product! Baozi, hurry up and give it to me! EG2: Unemployment benefits arrive ~ Baozi rushes the duck. 3. Practical brochures. Incorporating user pain points in the headline while writing solutions in the pain points is the core of a brochure-style headline. In the practical title, can be written around the following two steps: the first step is to write the reader's distress, as well as the reader's distress. The headline points out the user's distress. If you can see the data, you can state the data.Eg1:I don't know what to get the first time I go to the man's parents. Try one of these reasonable and respectful gifts.EG2: Pro-test! Say goodbye to the black and red acne marks on your face! Say goodbye! Step 2: Give a successful solution/solution. First tell the reader that I understand your troubles, then say, you have the antidote to give the client a successful solution; Eg1: Complete Skiing for Beginners Recommended | Affordable | 5,000 Repair. eg2: Money Saving Must See! Universal Studios Enchanted Robe Wear Tips. 4. Surprise Discounts. Surprise discount title, first of all, is a surprise, which is a benefit to the user. Proof of specific discounts tell the user highlights, such as high popularity, high sales, star favor, etc.; Second, we should use a limited time limit to create a sense of scarcity, and then the user will take action after seeing the title; mainly through the following three steps to write a surprise discount title; The first step: to tell the user the highlights: for example, if the sales volume is high, the market quality is the same, Fan Ye and the Queen of England use the same Model. If the user is asked to buy the product, they must give a reason for doing so. This reason is the highlights.Eg1:Gong Jun same model|Korean fashion men's ins style|Early spring men's wear.Eg2:A line of big brand discount season|Buy the big brand least money.Eg2:A line of big brand discount season|Buy the big brand least money. The second step, indicate specific proof of the offer, do not generally write offers, but be specific, such as buy one get one free, a takeaway meal can be realized; Eg1:3r a pound! I made a pot of rice, spelled yuzu spicy cabbage. eg2: magic city secondary yuan must buy! Super full of medieval hand puppet & twisted egg 3R up. The third step, the time limit, the use of the user wants to buy the psychological, to create a sense of scarcity.EG1: limited time purchase buy one get one free Ocean Park Hong Kong! Super detailed park strategy. Second: Hangzhou watch the exhibition | Louis Vuitton watch LV countdown 5 days. Body: Stimulate interest and act fast. The body of the Little Red Book is capped at 1,000 words, so the content can't be too small. Short articles are not easy to collect. Often, everyone likes to collect full dry runs because they worry that if there is too much content, they won't remember it all or collect it for a rainy day. Before we write the body copy, as a brand we should think about why we should write the body copy. If the first image and caption allowed the user to act quickly, they wouldn't need to write the text now, but most images and captions don't do that. The most common method used in text is the General-Sub-General format, a specific format for writing content. Individuals bloggers write about their very own pain points and drawbacks of similar merchandise from a first-person sense of alternative and then describe the brand. How this product solves the pain point and what makes it different. General:A brief overview of the basics. If you were writing a post about beauty and skincare, describe age, skin quality, skin care routine, etc. and what pain points you are currently experiencing. Points:Mainly around this moment.