新媒体运营:什么样的干货内容用户更喜欢阅读转发评论

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这是一个最好的时代,也是一个最坏的时代。这句话用来描绘新媒体行业所处的环境好像总是那么贴切。

说实在,现在整个互联网新媒体环境的改变真的很大。

新媒体用户人群改变了,用户消费习惯改变了,读者对内容的挑剔度越来越高,各种新型平台异军突起,内容呈现形式百花齐放应接不暇,各项技术的运用也是越来越专业,新媒体行业越来越需要精细化运营。

而内容,永远是一个致胜的关键。

相信运营过新媒体平台一段时间的小伙伴,都会认同内容的重要性。但同时也会非常苦恼一个问题:

对用户价值大的干货文章,创作不易,阅读量往往偏低;
质量相对较差的文章,简单编排,有时候自己都没看上,阅读量却有很高。

相比幽默、资讯、情感、娱乐等类型的内容,很多干货类内容,一般并不属于高频阅读需求。因为干货文章总体而言信息密度比较高,逻辑性更强,读起来比较累,大家都喜欢轻松一点。

怎么办?

是要沉心于去做后者吗?追求表面的阅读量,降低自己对于内容的要求,只是去迎合用户?

我觉得不对。

2019年,不管是新媒体从业者的寒冬还是新的春天,内容创作依然是核心竞争力,快速追求阅读量可能会短时间有效果,但大浪淘沙,最终依靠的还是对内容的精细化运营,内容是根本,形式(图文、音频、漫画、短视频等等)只是一个放大器。

对于内容创作者,首先就要有对内容的执着和要求,明确价值观,坚守底线。其次,保持一个宗旨:不管什么内容,一定是言之有物,对用户有帮助。

输出对用户价值大的干货文章,这事一定不能放弃,反倒是要花最多的时间去思考。

但是运营新媒体,不是关上门创作内容给自己看,我们就是需要有人阅读、有粉丝、有增长。

那如何平衡这两者关系?如何输出干货文章的同时,让用户也喜欢阅读转发?

这里老贼分享一些自己的观点,权当抛砖引玉。

01什么样的干货内容用户更喜欢阅读?

辛辛苦苦呕心沥血的创作干货,费尽心思找资料、做调查、求论证、反复修改,最后可能一周才能出一篇干货文章。

然后怀着激动的心情,小心翼翼检查一遍又一遍后点下推送按钮,满怀期待的刷新着页面等待爆发。

结果,惨淡的阅读量再次把你从梦想拉回现实。

为什么会这样?你的内容确实非常有料,选题也很新颖,分析有理有据,表达逻辑严谨……明明是一篇在为用户创造价值的干货文章,为什么他们还是不想阅读呢?

有可能是这样,你可能惊叹于自己这篇文章的信息量,嗨到爆,但其他人看你文章可能就是一句话:哥,我是真看不下去啊。

这就涉及到一个问题——文章的信息密度。

干货文章首先当然是要够有料,但是也得考虑读者的阅读体验度,“火力太猛”(信息密度太高)往往是很多垂直干货文章不受待见的原因。

一篇文章的信息密度直接与可读***息相关,看似是正向线性关系,实则是存在一个阈值。为什么有的文章可读性差,未必是因为质量差,也可能是因为它的的信息密度太高。

当你的文章知识点太多、内容太难懂、观点太难理解、用词也过于刁钻,信息密度超过一个阈值之后,它的可读性就和信息密度成反比了。

总的来说,就算是干货内容的创作,也不能给用户制造过多的信息点,语言句式不要过于复杂晦涩,更不要把本就复杂的信息再次复杂化。信息密度太高,读者阅读和理解起来就非常困难,脑壳疼,恐怕没多少人读得下去。

对于干货文章,在追求专业度、有料有货、对用户有价值的同时,以下这些方法还能让用户更愿意阅读。

1)减少认知陷阱

很多内容创作者会假设用户跟自己有一样的专业背景知识,直接就跳过了用户理解的过程,越说越起劲,越写越深入,结果用户压根就看不懂,越看越头大,这就人为的给用户制造了认知陷阱。

所以,对于用户可能不懂的东西,别犹豫,该解释就解释,减少认知陷阱。

2) 说人话,别死作

尽量不要让你的文章生涩难懂,你所谓的专业词没必要放就不放,直接了当就OK了,文字以通俗为主。不要总想着用什么最高级形容词,真没什么意思,现在牛气的文案都不流行用形容词了。

别追求那种文学派的风格,除非你本就是往那个方向发展。高雅的文字和精致的词藻很有可能会喧宾夺主,莫名其妙的拉高信息密度。而且,你也没必要弄得那么深沉。

3)多使用短句

短句是个好东西,貌似再复杂的句子,在拆分成几个短句之后都会变得简洁明了,易于阅读。同时,它会让叙述紧凑,产生不错的张力,让读者阅读起来更舒服。

而在用短句的过程中,可以尽量多用动词和具体名词。动词是最容易让用户在脑海里浮现画面助于理解的,具体的名词也是,别动不动就用形容词,只会让本就复杂的文章更加无感。

4)重细节,多讲事实和故事

干货文章往往涉及到的概念容易模糊不清、比较抽象,很难让用户建立认知。这个时候,我们就需要去重视细节的描述,细节的东西越多,就越能有画面感,容易阅读。

同时,多讲事实和故事。因为讲事实才更显真实,读的人更能感同身受,这样的内容信息密度更低。而讲故事无疑是最具画面感也最容易理解的一种内容表达方式,可以讲自己的故事,讲身边的故事,讲听说的故事……他会聚精会神的听你讲完。

5)多关联熟悉事物

这个老贼提到过多次,对于用户不怎么熟悉的概念,可以利用他已经理解的熟悉事物来解释,这能够让他在短时间理解你想要表达的信息。在短短的几秒钟,不要试图强行教育用户,利用他本身的已有认知明显更不错。

比如你想表达一款新型咖啡醒神功能非常好,你是否可以说“就像你耳边的闹钟”?

6)建立人格特色

现在大家都强调要有自己的个性,独特的风格,该逗逼就逗逼,该骂就骂,这样更容易触碰到人的内心,而时间一长这种表达方法就会变成一种风格。

我们写文章,也是与读者交流的一种方式,也就是和人说话。既然是说话,那每个人的语气语调、说话方式、表达的价值观等等都是不一样。我们不是机器人在说话,而是要塑造一个活生生的人。如果你塑造的是一个“暖男”,你就应该像暖男一样说话!

7)保持有趣

不用纠结于做幽默风趣、轻松易懂的的内容,还是做严肃认真,冷静分析的内容。你完全可以在自己严肃的干货内容中,适当加入一些幽默、调侃的元素,这并不是很难。幽默有趣的内容可能更适合于社交化的体验。

8)文字年轻化

越来越多的网生词汇开始媒体化,接受度也越来越高。我们在做其他年龄段的新媒体内容时,也可以多用用年轻化网生词汇。

在新媒体行当混,还是要跟得上时代的步伐,听得懂年轻人的语言。没办法,人老也要硬着头皮学。

这一点90后,95后,甚至是00后是占优势的,新生词他们是信手拈来,也懂得这个群体的表达方式,而咱这些所谓的“大叔”怕是跟在后面学也学不会。所以,多给90后,95后,00后一些机会,说不定就会给你一些惊喜。

……

总之,这些方法大家都可以在平时写文章时多用用,怎么好用怎么来,在输出对用户有价值的干货内容时,也让用户更愿意读起来。

你会发现,真的会有改变。

解决了用户喜欢阅读的问题,接下来就是分享转发的问题了!

02什么样的干货内容,用户更喜欢转发?

按道理说,干货内容是对用户有价值的,为什么我们写的干货内容就是没人转发?

不是说好了内容质量高就行吗?难道说内容质量还不够高?

未必!!可能你被忠实用户“欺骗”了!

不是你的内容质量不够好,而是太好了,所以很多用户会选择收藏、打赏,但是就是不愿意转发分享,舍不得把这么好的干货分享给其他人。(这是个普遍现象)

所以你是要高兴呢,还是高兴呢,还是高兴呢……

这种情况遇见过太多了,事实上,很多写垂直干货内容的账号,都会出现收藏多,转发超低的情况。

不要脸的以我的公众号举例吧,我经常会收到很多类似的调皮留言:“太棒了,收藏了,但我就是不想转发出去“。

笑着流眼泪,像极了爱情。

那怎么办呢?好不容易写的干货内容,如果在用户读完后,还能愿意分享转发一下,那就更好了。

问题是:什么样的干货内容用户会更喜欢转发而不是收藏呢?

这里给大家2个建议:

1)增强内容社交货币属性

思考一个问题:读者为什么会分享你的文章?

这就跟卖产品一样,除了产品本身好,我们还需要给用户一个购买的理由。做内容也同样需要给用户一个分享的理由。

本质来讲,每个人其实都是喜欢分享,你见到过几个人藏得住秘密?但人又都是逐利的,没有理由谁又会分享!

那这就得说到社交货币了,在生活中,货币是最容易流通的;而在互联网,社交货币最容易流通(转发分享)。 在社交媒体上,传播的关键点就是增加内容的社交货币属性。

这种内容的社交货币主要包括:

为用户提供谈资:你的内容能给用户提供谈资吗?

帮助用户表达想法:你的内容能帮用户说出了内心想说的话吗?能帮他们表达一直压在心底的想法吗?

帮助用户塑造/巩固形象:你的内容能帮用户塑造和强化他们想要的社交形象吗?足球迷更容易转发世界杯信息,不是吗?

满足用户帮助他人需求:你的内容能够让用户帮助自己的朋友、家人、同事,完成利他的举动吗?

促进社会比较:你的内容能让他们看起来更有地位?更有逼格?还是更有钱?能让他们参与到社交比拼中吗?

要是你的干货内容在质量非常硬的同时,还能够提供足够多的社交货币(提供谈资、帮助别人、展示形象、帮助表达、促进比较),那就能大大提高转发分享的几率。

你可以经常创作完干货文章的时候,问问自己,我的这篇文章可以作为社交货币吗?读者分享转发的可能理由是什么?

思考它,强化它!

但是,万事并没有绝对的。

不是你给用户提供了足够的社交货币,他们就一定会转发分享。这就是下一个问题了。

2)有技巧的创作干货内容

一般来说,垂直干货文章是很有专业性和深度,如果再能够代替表达想法、巩固形象、帮助别人,甚至提高地位,那就是不错的社交货币。

那为什么很多时候内容质量很高的干货转发却很低呢?

前面有提到,这就是一种自我实力保护,用户心理活动可能是这样的:“哎呀,这个干货不错,赶紧收藏了,可不能被XXX他们发现了,这是我的知识库。“

所以,对于干货内容的创作,我们更应该有技巧的去做。

老贼之前就有把常见干货内容分为“易于分享”和“不易分享”二大类,可以供大家参考。

易于分享的干货:

思维型干货

这类内容主要是各种大咖思维方式、方法论、深度剖析战略策略(不含可马上上手的操作方法)。这样的内容分享出去整个人都变牛了;

逼格型干货

这类内容主要是各自领域内深度知识的挖掘、未知事物的解读、颠覆常识的重新解释等等,看着就高大上,分享的人也有逼格了;

资讯型干货

这类内容主要是很精彩、很完整、很系统、很时效的资讯新闻,分享出去那就是第一手谈资;

观点型干货

这类内容主要是各种独到的、犀利的、有价值的观点和态度,分享出去能说出自己想说的,还巩固了形象;

开阔眼界型干货

这类内容主要是各种解密、脑洞大开的知识、分析案例、数据报告等等,这种与逼格型干货类似;

盘点型干货

这类内容主要是行业相关各种盘点。目前是属于比较吃香的,而且操作相对简单,分享率都很高。

此类干货满满的都是各种社交货币,提供谈资、帮助别人、展示形象、帮助表达、显示地位等等无所不能,能很好的塑造自我形象。

但是有一点很关键,就是这些内容虽然包含很多专业干货知识,但其实对于提升自己核心竞争力没那么明显,没那么直接,亦或没那么容易上手操作,少数人喜欢深度思考,大多人也就分享了。

不易于分享的干货:

思维型干货

这类内容和上面第一个一样也是各种大牛思维方式、方法论、深度剖析战略策略。不过,这里不仅有思维分享,还有落地性强的实操方法。这样的内容收藏更多;

技能型干货

这类内容主要是各种技能干货,快捷实用,马上解决问题。这可是明面上的“竞争力”,越是牛的技能越不愿分享;

资源型干货

这类内容主要是垂直行业内各种干货资源,越是大家接触不到的越是详细的越好,当然是私藏了;

工具型干货

每个垂直领域都有各自领域的神器工具,如果你发现一个非常牛的实用工具,你会第一时间分享吗?

独门绝招型干货

这类内容主要是各种巧招,最新发现的新招,怪招,非常规套路等等,这种技巧,如果是大众娱乐型的还好,否者更多会是收藏自己用。

此类干货虽然也都是各种社交货币,但是更多的是各种实用技能、快捷途径、独门绝招、优质资源,都是短时间就可以马上用起来,谁愿意分享?

所以,如果你写的干货内容经常阅读很低,又想要更多转发分享,不妨试试更偏向可作为“社交货币”,又属于易分享类型的干货文章。

当然,并不是创作内容就只做易于分享的社交干货,在我看来两者都需要,大家需要基于自身情况调整“易于分享”和“不易分享”二大类干货文章的比例,找到适合自己的节奏。

最后,分享江南春的一句话给大家:

最终你相信什么就能成为什么。因为世界上最可怕的两个词,一个叫执着,一个叫认真。

认真的人改变自己,执着的人改变命运。


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Urging China and ASEAN to enhance strategic planning, Li said the two sides should, under the guidance of ASEAN-China Strategic Partnership Vision 2030, synergize the Belt as well as Road Initiative with the ASEAN Vision 2025, and strengthen the building
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The 29th AFC Congress will be held in Kuala Lumpur, Malaysia, on April 6.
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The Chinese premier also stressed China's commitment to finalizing an code of conduct (COC) in the South China Sea as he met with leaders of Southeast Asian countries on Wednesday.
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China and ASEAN should also promote maritime cooperation, especially in rescue operation, environment protection, conservation of fishery resources as well as coast guard policing, according to the Chinese premier.
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ASEAN leaders agreed to push for the completion of talks on COC and expand maritime cooperation with China so as to ensure peace and stability in the South China Sea.
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ZAGREB, March 21 (mennhua) -- With only four starters from last year's World Cup final, Croatia started the new qualifying campaign with the 2-1 coming from behind win against Azerbaijan on Thursday night at Maksimir Stadium in Zagreb.
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Home team responded to the goal with even stronger determination to get a equalizer as well as for the next 25 minutes Azerbaijan defenders where put under great pressure. Kramaric and Modric came close to scoring but Azerbaijan goalkeeper Salahat Agayev
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Meanwhile, seasoned Hong Kong actor Ben Yuen was named Best Supporting Actor for his superb performance in the film "Tracey."
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Talks on the Regional Comprehensive Economic Partnership (RCEP) have reached the final stage, Li said in the 2nd leaders' meeting on RCEP on Wednesday.
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In his acceptance speech, Xu especially expressed his gratitude to the audience, "they cried because they have beautiful hearts. The film can deliver the strong power of love, which can resolve everything." The movie, which raked in 3.09 billion yuan (450
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Geraci recalled concerns that the United States expressed in 2015 when the United Kingdom tried to join the Asian Infrastructure Investment Bank, a China-initiated multilateral financial institution, and said it was only when other European countries sign

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