A Study On The Content Operation Of The "ErGeng" Wechat Piblic Account

With the vigorous development of the media,the status of the audience has improved significantly.However,with the decline of the "bonus period" of the WeChat public account,there have been some cases of homogenization of content and uneven quality,and there are few high-quality WeChat public accounts that break through the development of the "bottleneck period".Since the establishment of the "ErGeng" WeChat public account in 2014,articles with unique documentary characteristics of life are refreshing,especially the original short video in the tweet has attracted the attention of netizens.Therefore,we selected the "ErGeng" WeChat public account as the research object,and analyzed and studied the content and content operating characteristics of the "ErGeng" WeChat public account through the research methods of literature,content analysis,and case analysis.This article clarifies the research background and significance of the selected topic,and combs the research status of WeChat public account.Introduced the status of the "ErGeng" WeChat public account,that is,with high-quality original content close to life,it has become the top position in the self-media industry.Focus on selecting "ErGeng" WeChat public account from November 30,2018 to November30,2019,a total of 564 effective samples for content analysis,study the content source,content type,article title,content meaning four dimensions,found "ErGeng" WeChat public account push information is mainly based on original content of life documentary,followed by soft article advertisements,story collection,character interviews,etc.,the article title is eye-catching and has a sense of substitution,spreading regional culture and outputting mainstream values.After analyzing the content of the "ErGeng" WeChat public account,the article extracts its characteristics in content operation.In content production,"ErGeng" adheres to the production of high-quality original content in the "PGC + UGC" mode;the content positioning of the documentary life towards vertical and refined development;occasionally with the help of predictable hot spots and suddenness Hot spots to detonate traffic;layout of urban sites in content planning,in-depth cooperation with mainstream media and video platforms;custom-made native ads to create content marketing,and to spread advertisers' appeals into valuable content for dissemination.Such as cleverly implanting soft text,cultivating commercial videosand paying for entry knowledge,etc.Finally,it summarizes the content operation environment of the "ErGeng" : the public account traffic bonus period gradually disappears,and the public account function and user interaction are limited.It also pointed out the shortcomings of the operation of the content of the "ErGeng" WeChat public account,such as single theme selection,content creation and solidification;exaggerated writing techniques;the public image's overall image is blurred in audience perception;offline interactive marketing is not fully invested.In this regard,the article puts forward corresponding countermeasures from the perspective of improving the content operation capability of the "ErGeng",such as breaking the mindset and innovating content production;strictly checking to ensure the quality of the content;strengthening Internet thinking,conducting "IP incubation" "Personalized packaging;online and offline linkage to expand the effect of communication."...