Please don't call me editor, I am the sacred content product manager

                                                                                                                                                                                            When heroes started to sell their family heirloom long johns one after another, an HTML 5 plan called "Legend of Long Johns" became popular in the circle of friends. The plan uses "scientific rigor" The style reviews the history of long johns, the legends and disputes about long johns. "Legend of Long Qiu Pants" may have taken advantage of timing and format. "Seven Days Documentary: What's the Argument between Alibaba and the State Administration for Industry and Commerce" produced by the same company has become popular again, which makes people wonder whether there is any "viral" content in the production. formula?

But Xu Qiuli, the head of the NetEase New Media Lab of the production team, told me from the beginning that they themselves cannot estimate the effects of these plans. However, what is special about the laboratory is that every editor is a "content product manager". His definition of "content product manager" is,

Proficient in content, understand a little about products; understand a little bit about design, and know how the front-end works He has excellent news acumen and knows how to package and market.

Equating the "content" produced by media with "Internet products" requires editors who have become "content product managers" to assume the same responsibilities as product managers, pay attention to industry trends, explore user needs, analyze product data, and follow up Promote product research and development, coordinate and allocate resources. The core of the "content" product is still information, but in the "content product

" specifically in the new media laboratory, Xu Qiuli told 36Kr that they will pay attention to the popular broadcasts such as "The Great Annie" Monitor, analyze and think about cases, the latest designs, copywriting and other elements; analyze user click-through rate, dwell time and other data; learn design, programming and other peripheral knowledge. This ensures that the "content" products produced are not limited to a certain form. It can keep up with the changing tastes of users. In addition, the internal direct communication mechanism allows direct collision of ideas. Before each special topic is produced, it will receive improvements from multiple perspectives such as design and copywriting. "Seven Days Documentary: Alibaba and the State Administration for Industry and Commerce" What's the noise? This is how the idea of ​​"anthropomorphic dialogue" came about.

In fact, similar concepts have been tried here by domestic new media including 36Kr, 8:00 1Kr, 8:00 1Kr Evening Edition, and Krec Krypton. Columns such as Notes and Investment and Financing Notes were originally designed and run by a single author, as well as Zhihu Daily’s Nonsense and Late Night Canteen; Curiosity Daily’s Sour Fish Economics, Best On The Web, and the recently popular Chai Jing. The speech "Under the Dome" is also regarded by industry insiders as an experiment in new media products.

In addition to the concept of "content product manager", Xu Qiuli believes that a diversified reporting matrix is ​​also what content production agencies need to pay attention to. It is a logical structure and multi-dimensional content presentation of news events. The same event includes but is not limited to simple information, in-depth analysis for professional readers, popular science review for general readers, etc. in NetEase News' "Two Sessions" reporting matrix. , they chose to do peripheral science popularization planning such as "Hey, National People's Congress Representatives, Do You Understand", "Two Sessions: Officials, Top Leaders of China's Provinces", "Two Sessions Good Guarantee: What You Don't Know About"

From this point of view, the product is produced. There is no formula for "viral" content. In this era where people's reading preferences are changing rapidly, and the indicators of "content" value are simply the number of readings and the number of forwards, the revision and transformation of old and new media may need to be considered. How to ensure a flexible response mechanism.

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