This is the best time for content entrepreneurs.
From Yin Xia, the dream-chasing girl in "Mysterious Superstar", to Mi Meng, "the No. 1 Internet celebrity in the universe", they all confirm the saying that high- quality content is never out of date, and the public's desire for high-quality content is never-ending.
So, how to create a self-media?
(1) Identify the platform
First of all, let's talk about a common topic - all self-media people should thank the Internet. The Internet enables the free union of free men.
Cheng Lingfeng, the author of "Born in the 1980s" once said:
If you want to do something really interesting in the Internet age, either you bring freedom to a group of people, or you use a platform to free yourself.
Yin Xia chose to upload the self-playing and singing videos to facebook, and facebook's dominance in the foreign social field is self-evident.
Mi Meng also chose to enter the golden age of WeChat public account, and gained a large number of fans with his unique style of writing.
This is the same as the development path of all industries. Early entrants enjoy the traffic dividends of platform development.
Just imagine, if Mi Meng was still working on the traditional paper media in her workplace back then, and opened a column; or if she chose platforms such as blogs that have long been lost, and Renren.com in the sunset, would she be able to achieve her current achievements? I am skeptical.
True, it is gold that always gets the spotlight. An instant hit is inseparable from talent and hard work, and also needs opportunities. Choosing the right platform will greatly increase the chips that are favored.
Huang Youcan expressed the same meaning in his "Operation Light":
I believe that when an industry begins to decline because of the Internet, it may be a potential opportunity for the original excellent producers in the industry. Just like the decline of traditional media, a group of outstanding self-media people has instead been achieved.
(2) Emotional awakening
At the just-concluded "New List Conference · Content Entrepreneurship Evolution", Fan Deng, the founder of Fan Deng Reading Club, shared a view -
"When you can effectively mobilize the audience's emotions, the audience will help you forward a message."
Awakening is what you want to do after feeling this emotion. This emotion is very rare.
Yin Xia's song "Main kaun hoon" (who am I), which has been liked and forwarded by everyone on Facebook, sings all young people's desire for self-identity and their struggles with confusion.
And later, at the award ceremony, her affectionate confession to her mother also mobilized the eternal and deepest emotions of human beings, the recognition and sense of belonging to the family that blood is thicker than water.
And Mi Meng, not to mention, "selling emotions" is already her most well-known label.
(3) Content is king
Chatting with Lao Qian yesterday, when it comes to content creation, she used an image metaphor——
For a content creator, when Ta has been "spitting" content without "ingesting" nutrition and digestion and absorption, it will inevitably lead to nutritional imbalance and empty stomach in the long run. All content creators have experienced the lonely process of "nutrient absorption". Only by ingesting enough nutrients can they accumulate wealth.
Huang Youcan also said-
Whether it is for operations or products, there are two kinds of logic, one is called "push" and the other is called "touch".
As one of the key cores in the operation field, content operation also applies to these two sets of logic.
The former is like empty content, with only sensational headline party content, just for clicks to extract short-term value; the latter relies on persistent high-quality output to allow users to establish a long-term trust relationship with themselves.
Many people say that the golden period of WeChat public accounts has passed, and the open rate of public accounts has been as low as 3%-5% (note that the open rate is not the reading rate). But in fact, those high-quality content creators, that is, content operators who can provide long-term value to the audience, are still alive and well. After blowing the mad sand, those who killed chickens and retrieved their eggs have been eliminated, and the rest are real gold forged by time.
Yin Xia got her first guitar at the age of 6. The movie doesn't show how much effort she spent on it, but the "10,000-hour theory" is a prerequisite for getting the opportunity.
Mi Meng, who was still an editor at Southern Metropolis Daily, wrote in the preface to her first book, "The Sage, Please Remove Your Makeup", Ma Yimu, the executive editor of "Chorus", wrote:
Let's aim the big arm camera at the top floor of a residential area in Shenzhen. When the sun is shining, we can see the opposite Lianhua Mountain. There is a statue of Deng Xiaoping on the mountain. For a long time, every night after 10 o'clock, Mi Meng, the author of this book, will appear in this penthouse. This is not her home, and she is not here to look at Lotus Mountain. What she does will cost this man. For nearly a year, Loli was unable to go home to put her children to sleep. The next day she had to go to work in the newspaper office, and as the editor of the newspaper office, she argued with the leaders about the topic selection direction. ...
When I was reading the manuscript, my mind kept wandering. I am amazed at my friend Mi Meng, a mother of a 4-year-old, an editor who completes 10 pages a week, and a girl who doesn't give up any American, Korean, or Filipino dramas, crying for the second male lead. How did you find time to finish this evil book?
Content is king, there are no shortcuts on the road to becoming king, only persistent efforts.
(4) Teamwork
Holding a group to keep warm, good at reviewing.
"Review is the process of turning experience into ability." - Mi Meng
In "Mysterious Superstar", there is an infatuated boyfriend who advises Yin Xia, a mother who sells jewelry to buy a laptop for her, a mother who has been bravely defending Yin Xia's dream, and a younger brother who unites against his father. She is not fighting alone.
Mimeng, in her own words, "make a public account with the mentality of being a product". She believes that her team will review every published article. Every day, I will write a message report to the official account, for example: 60% of people like this title today, 20% of people feel that the beginning is touched, 12% of people hate the end of today and so on. In addition, it also analyzes peers and reports to peers. Once a week, give a report to many peers who like the top 30 content, analyze why they do well, and learn from peers.
The operation expert, Uncle Jun, said: A person's knowledge is limited, and continuous output will inevitably lead to a day when knowledge is empty. Although we can grab it through hot spots, reader interaction is guaranteed to have fresh creative materials. But in any case, team-based and group-style operations are more likely to produce explosive articles and stable high-quality content output.
(5) Hidden conditions
(Not required, but definitely a plus)
It's hard to say, if Yin Xia lacked Qin Teng, the infatuated seed who "can't fight back, can't fight back when she scolded", and offered all kinds of advice, borrowing her mobile phone, assisting in skipping classes, etc., would she still be so smooth on her way to stardom? .
And Mi Meng, in her second book "Shou Nao Ru Yu", started with a lot of space to describe the love story between her and her husband "Classmate Luo", which was touching. In the era of public accounts, it was also rarely expressed in the article "The World Is Bad, Fortunately You Are Here", that "Classmate Luo" who was so good to her that the whole world was eclipsed was sick——
The doctor said his kidneys were shrinking and he might need a kidney transplant in the future. He was worried because long-term treatment would require a lot of money. I said, it doesn't matter, your wife can't do anything except make money! You are responsible for taking care of your body, and I will take care of you.
Yin Xia was born and raised in a family that was heavily patriarchal, and Mi Meng also had a broken family of origin, but——
No matter how deeply you have been hurt, there will always be someone who will make you forgive all the hardships that life has done to you before.
Yin Xia's Qin Teng and Mi Meng's classmate Luo all played the role of this person.
Some digressions:
When I was writing this article and sorting out the information, I found the signed copy that Mi Meng gave me when I published the first book. It is true that the current Mi Meng no longer seems to be the one I knew back then, Ma Ling who wrote interesting "self-healing" characters; her face is blurred, and she is hidden under the public account called "Mi Meng". Laughing and scolding, still provoking public emotions, and still bursting with content.
But I still admire her.
Unlike the fictional Yin Xia, the real Mi Meng, her growth history is also the growth history of outstanding self-media people.
By the way, I also did something to add "Mi Meng", which has been out of detention for more than a year.
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