Provide a specific solution to a reader's problem The problem is how to do it

The views expressed in the article can resonate strongly with readers, and after reading the article, readers can't help but sigh: "I am what the article says, and this is what I want to say."

2) Subversion of cognition

Break readers' inertial thinking and subvert cognition. It's pointless to write about the rotten street. If you want to write, write something refreshing and new. Remember, it's not news that a dog bites a man, it's a man bites a dog.

3) Provide new knowledge

Provide readers with new knowledge and dry goods. Solve the what and why. This kind of article is well written, and it is easy to become a KOL in the circle.

For example, the "paperclip" that came country email list out of the circle during the epidemic, a video on popular science about what pneumonia is, has more than 150 million views on the entire network.

4) Solutions

For example, the gourmet "Cai Cai Food Diary", after reading the article, can make a dish according to it.

5) Emotional value

Satisfy readers' emotional needs such as healing, moving, inspirational, anger, happiness, insecurity, etc., and impress readers. Emotional public accounts specialize in this.

6) News value

When news in related fields appears, it can provide readers with unique and valuable content from a professional point of view at the first time.

For example, "Southern Weekend" for social news, "36Kr" for Internet news, "Love Faner" for technology news...

3. Freshness

Everyone receives countless messages every day, and to get readers' attention, you have to stay out of the way.

I was particularly impressed that during the epidemic, most people were writing: why the epidemic happened, comparison of epidemic prevention and control at home and abroad, touching stories under the epidemic...

There is a trumpet who usually only reads a few hundred, breaking the routine of topic selection. From the perspective of communication, he wrote why the rumors spread during the epidemic and the individual's reaction under the group effect, easily breaking through 100,000+.

When the garbage classification was first implemented, many people complained about the new regulations or the strange things they encountered. Someone took advantage of the situation to write the "Trash Men Classification Guide", and the number of readings exceeded one million in one day.

The new presentation form can also give readers a sense of freshness.

For example, the "Night Listening" that pushes the voice every time, the "Interesting Youth" that makes a manga, and the "Silent Bibi" that inserts a few words into the expression pack...

4. Timing of the topic

The same content, posted at different times, can have very different effects. Hotspots come with their own traffic. When choosing topics, pay attention as much as possible.

There are 3 points to pay attention to when chasing hot spots:

Related to public account positioning. You are writing health science popularization, and you will definitely not be able to chase celebrities for derailment.

The speed must be fast, and it will be drowned in the sea of ​​tweets when it is too late.

If the speed cannot keep up, it is necessary to add a unique point of view to give readers a fresh feeling.

02 Reader growth path, the best topic selection routine

The most important thing in the operation of the official account is to create value for readers.

Many editors write articles every day, and when they ask them who their readers are, what they need, and what value they want, they can’t answer, or give an ambiguous answer.

Medicine pays attention to the right medicine, and so does the public account. Only when the content is valuable to readers will they be willing to read and forward it.

How do you know what readers want? You can go to the vertical platform to see what content they are searching for and watching; go to the community where readers gather; conduct questionnaire surveys on readers; you can also communicate 1 to 1...

After fully understanding, we can start from the value point to make topic selection.

Taking the teaching public account of the public account as an example, the value that readers want is the dry goods of the public account operation, and they want to start the public account operation or further advance.

Then, we can list the "reader growth path", subdivide each knowledge section to be mastered for entry or advanced high-level public account operation, and give corresponding content to help them grow.

From the initial public account operation to the high-level public account operation, the knowledge sections that need to be mastered include: topic selection planning, content writing, article titles, layout and layout, data analysis, account growth, and event planning.