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 full of brilliance and full of love for life;
3. Actively search for all pregnancy and parenting experiences and knowledge;
4, lack of independent and rational thinking, easy to be induced.
Second, the content operation focus of similar competitors
In the maternal and infant category, "Lilac Mom" WeChat WeChat official account is also a popular science platform for mothers and infants, which belongs to Dr. Lilac. The number of fans is unclear, and the average headline reading is 5w+, which is incomparable with that of rice cake mom.
The contents pushed by the rice cake mother are comprehensive, including "baby's physical health and safety", "pregnancy guide" and "Bao Ma's health" and so on. for example
"Is the bed too soft to affect the baby's spinal development? How to choose a baby bed? 》
"Baby's hair is thin and yellow, is it missing something? 》
"Baby sun protection, this place can't be forgotten! 》
When is the best time to have a baby? How old at the latest? 》
"Breast-feeding, can you get pregnant without wearing a condom? 》
......
The characteristics of the micro-signal content of "Lilac Mom": 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 the rice cake mother, the style of the article is blunt and lacks interactivity. Mother Lilac is more like a doctor than a mother.
The content of other maternal and child WeChat WeChat official account is almost the same, and they all start from the aspects of "pregnancy" and "parenting". As long as there is dry goods inside, there is still a certain amount of attention. However, why are the mother's articles of rice cakes always 10W+, but other platforms fail to do so?
Let's analyze several advantages of mother's content operation of rice cakes.
Third, the advantages of rice cake mother content operation
1, clear positioning and topic selection, grasping the pain points, itching points and excitement points of young mothers during 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, but also wear diapers for children? None of your business! 》
2. The title of the article is attractive
The title of the article adopts many strategies, such as controversy, suspense, scarcity and urgency, intimidation and so on.
For example, "Earwax turns out to be a good thing? Mom! Mom! Come on! Stay! Hands! ",under normal circumstances, shouldn't earwax be taken away? Why an assistant? What harm will this do? Hurry up and open it!
"Let the baby barefoot, so many benefits! "(of course, grounding gas. )
Blind medication will harm the baby, and diarrhea should be done like this. )
3. The writing style is characteristic and personalized.
As mentioned earlier, Mama Lilac is more like a doctor, while Mama Niangao is really a mother with children. From the mother's point of view, it is easy to pull into the distance with fans and activate everyone's interaction. Instead of thinking that many mothers and babies WeChat official account will treat young mothers from the perspective of God!
4, the content is rich in dry goods and the typesetting is beautiful.
Analysis of the articles read by Mom 10w+ of rice cakes are basically full of dry goods, from which users can get what they think they want. (It may also be pseudo-demand) Because the targeted population is "blind", it is easy to be induced by the opinions or products of the article, so as to form a buzz or facilitate the transaction. The typesetting is simple, the color matching is appropriate, and there will be no aesthetic fatigue.
Fourth, where to further optimize
Reduce the frequency and quantity of product tweets. With the mother of rice cake changing from mother and baby to e-commerce, the number of soft products in shopping malls has 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 suggested to reduce the frequency and quantity of promotion.
Finally, I think that the rice cake mother gained a large number 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.