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新媒體內(nèi)容營(yíng)銷實(shí)務(wù) 版權(quán)信息
- ISBN：9787302573012
- 條形碼：9787302573012 ; 978-7-302-57301-2
- 裝幀：70g膠版紙
- 冊(cè)數(shù)：暫無(wú)
- 重量：暫無(wú)
- 所屬分類：>>
新媒體內(nèi)容營(yíng)銷實(shí)務(wù) 本書特色
《新媒體內(nèi)容營(yíng)銷實(shí)務(wù)》從內(nèi)容營(yíng)銷角度，結(jié)合實(shí)際操作的案例把每個(gè)工作任務(wù)分解，有目標(biāo)有步驟有經(jīng)驗(yàn)分享等多角度分解每個(gè)項(xiàng)目。從資訊類、導(dǎo)購(gòu)類兩個(gè)內(nèi)容運(yùn)營(yíng)為主線，結(jié)合學(xué)生群體的認(rèn)知特點(diǎn)，選取資訊類代表“今日頭條”闡述此類平臺(tái)的內(nèi)容運(yùn)營(yíng)和任務(wù)分解。導(dǎo)購(gòu)類代表以“小紅書”為例，闡述此類平臺(tái)的內(nèi)容運(yùn)營(yíng)和任務(wù)分析。選取傳統(tǒng)電商“微淘”為例，闡述此類平臺(tái)的內(nèi)容運(yùn)營(yíng)和任務(wù)分解。幫助學(xué)生更加有計(jì)劃、有目標(biāo)的掌握三大類內(nèi)容運(yùn)營(yíng)的相關(guān)知識(shí)，并能通過(guò)實(shí)踐任務(wù)檢驗(yàn)知識(shí)點(diǎn)的掌握程度。 手把手教你做內(nèi)容營(yíng)銷，一看就會(huì)跟著操作的書。企業(yè)真實(shí)后臺(tái)案例講解。
新媒體內(nèi)容營(yíng)銷實(shí)務(wù) 內(nèi)容簡(jiǎn)介
《新媒體內(nèi)容營(yíng)銷實(shí)務(wù)》包括三大部分9個(gè)項(xiàng)目：部分資訊平臺(tái)篇，以“今日頭條”為例；第二部分社交平臺(tái)篇，以“微信和微博”為例；第三部分內(nèi)容電商平臺(tái)篇，以“微淘和小紅書”為例。三部分都是從賬號(hào)角度，每個(gè)項(xiàng)目思路大致通過(guò)賬號(hào)注冊(cè)、賬號(hào)定位、標(biāo)題撰寫、內(nèi)容規(guī)劃、內(nèi)容撰寫、賬號(hào)運(yùn)營(yíng)、粉絲運(yùn)營(yíng)和長(zhǎng)期運(yùn)營(yíng)策略等內(nèi)容通過(guò)各任務(wù)點(diǎn)的要求完成即可。每個(gè)任務(wù)都有思維導(dǎo)圖、情景案例、詳細(xì)的操作步驟、相關(guān)知識(shí)、經(jīng)驗(yàn)總結(jié)，以及配套的練習(xí)，幫助學(xué)習(xí)者更加快速有效地進(jìn)行技能訓(xùn)練，增加實(shí)戰(zhàn)經(jīng)驗(yàn)，從而提升新媒體內(nèi)容營(yíng)銷的創(chuàng)作能力。
新媒體內(nèi)容營(yíng)銷實(shí)務(wù) 目錄
目 錄
**部分 資訊平臺(tái)篇
項(xiàng)目1 初識(shí)資訊內(nèi)容平臺(tái) ··············································································2
任務(wù)1-1 調(diào)研資訊內(nèi)容平臺(tái)現(xiàn)狀 ···························································4
任務(wù)1-2 探析資訊內(nèi)容平臺(tái)算法 ·························································19
項(xiàng)目2 運(yùn)營(yíng)資訊內(nèi)容平臺(tái)賬號(hào) ·····································································28
任務(wù)2-1 頭條號(hào)的定位與布局 ····························································30
任務(wù)2-2 內(nèi)容的定位與規(guī)劃 ·······························································39
任務(wù)2-3 粉絲的獲取與運(yùn)營(yíng) ·······························································47
項(xiàng)目3 營(yíng)銷圖文創(chuàng)作 ···················································································54
任務(wù)3-1 長(zhǎng)圖文內(nèi)容創(chuàng)作 ··································································56
任務(wù)3-2 長(zhǎng)圖文標(biāo)題撰寫 ··································································63
第二部分 社交平臺(tái)篇
項(xiàng)目4 社交平臺(tái)解讀 ···················································································72
任務(wù)4-1 調(diào)研社交平臺(tái)現(xiàn)狀 ·······························································73
任務(wù)4-2 探析社交平臺(tái)的營(yíng)銷功能 ······················································79
項(xiàng)目5 微信公眾號(hào)圖文創(chuàng)作與運(yùn)營(yíng) ······························································89
任務(wù)5-1 定位微信公眾號(hào) ··································································91
任務(wù)5-2 建設(shè)微信公眾號(hào)的基礎(chǔ)框架 ···················································97
新媒體內(nèi)容營(yíng)銷實(shí)務(wù)
VI
任務(wù)5-3 規(guī)劃與撰寫微信公眾號(hào)的內(nèi)容 ···············································114
任務(wù)5-4 推廣微信公眾號(hào) ·································································131
項(xiàng)目6 新浪微博圖文創(chuàng)作與運(yùn)營(yíng) ·······························································139
任務(wù)6-1 定位微博賬號(hào) ····································································140
任務(wù)6-2 撰寫微博內(nèi)容 ····································································145
任務(wù)6-3 策劃微博活動(dòng) ····································································154
第三部分 內(nèi)容電商平臺(tái)篇
項(xiàng)目7 內(nèi)容電商平臺(tái)的解讀 ······································································160
任務(wù)7-1 解讀阿里系內(nèi)容電商平臺(tái) ·····················································162
任務(wù)7-2 解析傳統(tǒng)電商平臺(tái)內(nèi)容頻道功能 ············································169
任務(wù)7-3 調(diào)研新型內(nèi)容電商平臺(tái) ························································175
項(xiàng)目8 傳統(tǒng)內(nèi)容電商平臺(tái)運(yùn)營(yíng) ···································································184
任務(wù)8-1 定位目標(biāo)人群 ····································································186
任務(wù)8-2 規(guī)劃與布局內(nèi)容 ·································································192
任務(wù)8-3 解讀內(nèi)容推薦機(jī)制 ······························································197
任務(wù)8-4 創(chuàng)作微淘內(nèi)容 ····································································205
任務(wù)8-5 獲取與運(yùn)營(yíng)粉絲 ·································································211
項(xiàng)目9 新型內(nèi)容電商平臺(tái)賬號(hào)運(yùn)營(yíng) ····························································218
任務(wù)9-1 入駐平臺(tái) ··········································································220
任務(wù)9-2 定位賬號(hào) ··········································································230
任務(wù)9-3 撰寫標(biāo)題 ··········································································242
任務(wù)9-4 撰寫正文 ··········································································253
任務(wù)9-5 吸引粉絲 ··········································································260
參考文獻(xiàn) ······································································································269
展開全部
新媒體內(nèi)容營(yíng)銷實(shí)務(wù) 作者簡(jiǎn)介
梅琪 廣州松田職業(yè)學(xué)院電子商務(wù)專業(yè)講師，茉莉傳媒合作講師，廣東省省培骨干師資培訓(xùn)講師，高職電子商務(wù)骨干教師研修班“互聯(lián)網(wǎng)+新媒體內(nèi)容營(yíng)銷實(shí)操運(yùn)營(yíng)能力提升師資培訓(xùn)”主講，高校聯(lián)盟新媒體“雙創(chuàng)”導(dǎo)師。
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