作者：梅琪
页数：280
出版社：清华大学出版社
出版日期：2021
ISBN：9787302573012
电子书格式：pdf/epub/txt
内容简介
《新媒体内容营销实务》包括三大部分9个项目：部分资讯平台篇，以“今日头条”为例；第二部分社交平台篇，以“微信和微博”为例；第三部分内容电商平台篇，以“微淘和小红书”为例。三部分都是从账号角度，每个项目思路大致通过账号注册、账号定位、标题撰写、内容规划、内容撰写、账号运营、粉丝运营和长期运营策略等内容通过各任务点的要求完成即可。每个任务都有思维导图、情景案例、详细的操作步骤、相关知识、经验总结，以及配套的练习，帮助学习者更加快速有效地进行技能训练，增加实战经验，从而提升新媒体内容营销的创作能力。
作者简介
梅琪 广州松田职业学院电子商务专业讲师，茉莉传媒合作讲师，广东省省培骨干师资培训讲师，高职电子商务骨干教师研修班“互联网+新媒体内容营销实操运营能力提升师资培训”主讲，高校联盟新媒体“双创”导师。
本书特色
《新媒体内容营销实务》从内容营销角度，结合实际操作的案例把每个工作任务分解，有目标有步骤有经验分享等多角度分解每个项目。从资讯类、导购类两个内容运营为主线，结合学生群体的认知特点，选取资讯类代表“今日头条”阐述此类平台的内容运营和任务分解。导购类代表以“小红书”为例，阐述此类平台的内容运营和任务分析。选取传统电商“微淘”为例，阐述此类平台的内容运营和任务分解。帮助学生更加有计划、有目标的掌握三大类内容运营的相关知识，并能通过实践任务检验知识点的掌握程度。
手把手教你做内容营销，一看就会跟着操作的书。企业真实后台案例讲解。
目录
目 录
第一部分 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
