Norika Oda talks about content management: Although there is no end in sight, just work hard and write.
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This article The author Oda Norika is currently the general manager of Norika Co., Ltd.. Thank you for authorizing the “Content Hacker” website to reprint it. Thank you hereby.
Since I officially started my career as a lecturer (https://www.lecturer.info/) in 2012, I have been asked most often by people: “How to run a community?” I think there are already many teaching articles on the Internet talking about various methods, and I have written many similar articles. This time, I will use my actual experience and use my personal case as a case study to explain step by step, what exactly is done in the process of running a community?
How to start content management?
When talking about communities, many people will say, “Content management is king. Only when the content is good can the community be run.” Therefore, people know that content is important. But specifically, what exactly is content? What kind of content can be considered community management?
I started writing articles in 2000. At that time, my relationship with Boss Yang forced me to write company introductions, and later product introductions. Due to my lack of decent writing skills, it was very difficult and sad to write any words. To put it more seriously, I could think of what to say in my head, but I couldn’t type my thoughts on the keyboard. Therefore, he was stimulated by a manga author Youkito Kishiro, and he created “Gunmen”. Recently, this work was moved to the big screen under the name of “Battle Angel Alita”.
When he was in junior high school, he was not favored for drawing comics. He was determined to draw a comic every day, trying to prove that he had the ability to do it. This cartoonist’s experience inspired me.
I first wrote in the form of an e-newsletter, and then I wrote on Blog, forcing myself to write one article a day and trying my best to write. At that time, because I really didn’t know what to write, I had no choice but to write some life diaries. However, writing a life diary is boring and not interesting, so with a little drama, three years have passed since I wrote it. By this time, no one was reading my blog at all, and it seemed that I couldn’t attract people in terms of text content creation. In order to attract more attention, the writing of the text was not interrupted, but some personal photos were added, such as outdoor photos, travel photos, and selfie photos.
In the process of content production, I found that after adding text and photos, the audience group has obviously changed. Most of the people who will look at my photos are probably from the transgender community like me. It is still difficult to enter the mass market. In addition, the text has changed from a diary to writing plot analysis, thoughts and feelings of Japanese dramas. I changed the focus of blog management to Yahoo!. At that time, because the unknown website had a lot of controversies and had a bad impression of it, and Yahoo! vigorously promoted blogging, I transferred all the articles and photos originally on PChome to Yahoo!. Perhaps because Yahoo! has better traffic diversion capabilities, it has been in operation for more than a year and has been featured on the homepage several times. The probability of the content being seen has increased a lot, and the overall number of exposures has increased significantly.
Personal photos and Japanese dramas started to bring a steady number of exposures to blog, and then I started writing about my experiences in movies. This article has accumulated nearly 400 articles about movie experiences. It happens that the content is about movies and dramas with popular themes, and the keywords are close to the proportion that the public will search for. At the same time, the number of blog contents included in the search engines of Google and Yahoo! has increased significantly. After that, the content of the blog is often searched and found by netizens. Inexplicably, my blog has become a channel for many friends who watch movies and dramas to watch on a regular basis. The text content has been in operation for more than eight years, and it has never stopped for a day. It would be a lie to say that it is not painful to write, but the result is quite enjoyable.
On the other hand, there is no exposure advantage for photos on Yahoo!, so instead, the photos are synchronized and uploaded to the photo album of the anonymous website. I locked onto the wall of unknown pretty girls that was the most viewed at the time, hoping that one day I would be able to take photos that would be posted on it, so I started a plan to take selfies every day. I take several selfies every day and deliberately put the date and watermark on the photos. However, selfies may not be very attractive, and the content of the photo album still looks a bit poor, so I took the initiative to go to the PTT photography and portrait sections to actively solicit photographers to take photos. After doing this, the types of photos became more and more abundant. Regardless of the beauty and ugliness, after the photos and records became richer, the number of people who saw the photos increased significantly.
I continued to post photos every day and have a themed photo shoot every month. In 2008, I finally made it to the Unknown Girls Wall. I was very excited the first time I posted it, and then I posted it several times. Maintaining this rhythm, in less than three years, the number of exposures of the nameless photo album exceeded one million views. At the same time, the Yahoo! blog also accumulated more than two million exposures. As text and photos continued to be produced and accumulated, regular netizens began to visit and interact with me. Although I am not yet able to enter the business field that I want most, I have gained a lot of support from netizens through the content production process, and even managed a large group of people who have given me long-term motivation and pushed me forward.
However, from personal observation, it seems that the benefits obtained by doing this are quite limited, and the exposure growth rate is not as fast as that of some well-known bloggers or online beauty girls. Although the number of exposures has increased significantly compared to many years ago, it still cannot bring any influence or diffusion. After researching and searching for a while, I felt that search engine search results for forums and BBSs seemed to be increasing again. I started searching for Bahamut, Gamebase and [Fashion]. Guide] (https://www.fashionguide.com.tw/) published an article, and then spent a while in 104 Workplace Cafe, and invested in [PTT GEM] (https://www.ptt.cc/man/tober) at the end of 2007 ich/index.html), Marketing Edition, and Business Edition, we also use text content as the main business axis, and strive to obtain the essence of inclusion and GP for every article written.
So far, my written content includes life diaries, movie and drama experiences, movie reviews, entrepreneurial thoughts, marketing experience, dressing opinions, game strategies and secret techniques to overcome levels, etc.; my photo content includes daily selfies, street outdoor shooting, hotel shooting, studio shooting and outdoor shooting, etc. At that time, the content output reached an unprecedented peak. I could write three articles and take hundreds of photos a day, and I would not go to bed until early every night. Maybe the more I do, the more people will see it. My blog was reprinted by the Japanese media, so I transferred it back to Taiwan’s Dongsen News. Then I was interviewed and reported by the media, and it made the news. In the transgender world, I was suddenly seen as an interesting gender issue, which brought a lot of exposure to the blog and photo album.
Not just a blog, after Plurk came out, I imported the traffic generated by Plurk into the blog, and also tried to use Facebook. Until 2012, when I shifted my entire business focus to Facebook, I followed the same strategy and continued to produce a lot of content. Start writing from the beginning of the business management topic, and write down your past views on company management one by one. But maybe the group wasn’t quite right and it didn’t gain much resonance, so I changed my direction and wrote more in the planning field. After writing this, the number of likes increased significantly, and the number of shares also increased. After that, I added marketing, entrepreneurship, and career. I ran Facebook as a blog. I should be one of the few users who wrote long posts on Facebook back then.
At first, I was a little worried that no one would read the long article, but for me, there is no loss in writing it. At most, no one will read it. No matter how much, I kept writing with all my heart, and kept writing. I could post more than forty posts a day, and at my craziest time, I wrote 15,000 words a day. I put more time and thought into blogging than in the past. Especially when I see people liking and sharing, which are equivalent to the exposure indicators I observed in the past, I am convinced that if I continue writing, I will get more attention, and I can’t stop rushing forward with all my strength. Coincidentally, my identity has shifted from professional managers to lecturers and consultants. Compared with the past where I only talked about a single aspect, the breadth of content I can talk about after the transformation has greatly increased.
In the end, thanks to the bloody and tearful journey in the workplace, I gained the attention of a lot of people, coupled with the sharing of various practical practices when I was engaged in marketing planning work, each article easily received dozens to hundreds of shares, and established the main axis and focus of content management on Facebook in the future. The power of content management from Facebook to attract people is far greater than what I have seen on blogs before. In addition, content can also spread quickly on Facebook and reach different corners. To this end, I have set a goal of at least 5,000 to 10,000 words per day. There must be at least one long article and no less than ten short articles per day, plus two to three quotations of ideas, accompanied by photos.
My content management journey, from the above description to this point, can be said to be a non-stop adventure that lasted for eighteen years. From being a writing idiot at first, to being able to produce an article at random, this is actually accumulated from thousands of articles, and there is no end, and there is no end in sight. This is why I often emphasize that the only rule of thumb for community management is to start with content - as long as the content can be continued to be produced and accumulate continuous output, maybe one day the exposure and support you expect will be seen and discovered in the process, and then be accepted and tolerated by people.
★ Photo Credit: NeONBRAND ★ Do you want your copywriting to be liked by more people? Come and watch “[Slow Reading and Understanding in Seconds] (https://www.books.com.tw/exep/assp.php/vista/products/0010973827?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202605)”.
★ To improve your content power, please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”
Further reading
- “Read slowly and understand in seconds: Vista’s digital copywriting analysis time”: Vista new book publishing and event information announcement
- Content marketing strategies you have to pay attention to─it is better to sell products than ideas
- Experience from participating in the 3rd Content Hacking Lecture (CHL3) - Make good use of writing skills to create content marketing strategies
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