新媒体内容营销实务

目 录

**部分　资讯平台篇

项目1 初识资讯内容平台 ··············································································2

任务1-1　调研资讯内容平台现状 ···························································4

任务1-2　探析资讯内容平台算法 ·························································19

项目2 运营资讯内容平台账号 ·····································································28

任务2-1　头条号的定位与布局 ····························································30

任务2-2　内容的定位与规划 ·······························································39

任务2-3　粉丝的获取与运营 ·······························································47

项目3 营销图文创作 ···················································································54

任务3-1　长图文内容创作 ··································································56

任务3-2　长图文标题撰写 ··································································63

第二部分　社交平台篇

项目4 社交平台解读 ···················································································72

任务4-1　调研社交平台现状 ·······························································73

任务4-2　探析社交平台的营销功能 ······················································79

项目5 微信公众号图文创作与运营 ······························································89

任务5-1　定位微信公众号 ··································································91

任务5-2　建设微信公众号的基础框架 ···················································97

新媒体内容营销实务

VI

任务5-3　规划与撰写微信公众号的内容 ···············································114

任务5-4　推广微信公众号 ·································································131

项目6 新浪微博图文创作与运营 ·······························································139

任务6-1　定位微博账号 ····································································140

任务6-2　撰写微博内容 ····································································145

任务6-3　策划微博活动 ····································································154

第三部分　内容电商平台篇

项目7 内容电商平台的解读 ······································································160

任务7-1　解读阿里系内容电商平台 ·····················································162

任务7-2　解析传统电商平台内容频道功能 ············································169

任务7-3　调研新型内容电商平台 ························································175

项目8 传统内容电商平台运营 ···································································184

任务8-1　定位目标人群 ····································································186

任务8-2　规划与布局内容 ·································································192

任务8-3　解读内容推荐机制 ······························································197

任务8-4　创作微淘内容 ····································································205

任务8-5　获取与运营粉丝 ·································································211

项目9 新型内容电商平台账号运营 ····························································218

任务9-1　入驻平台 ··········································································220

任务9-2　定位账号 ··········································································230

任务9-3　撰写标题 ··········································································242

任务9-4　撰写正文 ··········································································253

任务9-5　吸引粉丝 ··········································································260

参考文献 ······································································································269