One of the content operation lessons for new startup teams: audience selection and content strategy

2017年10月27日

• Updated: 2026年4月27日

[ One of the content operation lessons for new startup teams: Choosing audience and content strategy - Cover image ](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjbVuuXEHjAMtETyO6NUzwc1YeAI-lamVj5picuwo CvUiiUlwezhhCNMij9Bby5mUBy_PHEv17UyZE_6KDf9NTwdZ1mIMiRROe4S2D9e-IfW4q18_NdZfGkKb-2Y_Rd03ItbnC9YuP71cxX/ s1600/%25E7%25B5%25A6%25E6%2596%25B0%25E5%2589%25B5%25E5%259C%2598%25E9%259A%258A%25E7%259A%2584%25E5%2 585%25A7%25E5%25AE%25B9%25E7%2587%259F%25E9%2581%258B%25E8%25AA%25B2%25E4%25B9%258B%25E4%25B8%2580.jpg)

I still remember that I was at ALPHA Camp I have held several Copywriting Classes for New Startup Teams. At that time, I focused on companies that had just started their business, and I wrote various [copywriting](https://www. contenthacker.today/search/label/%E6%96%87%E6%A1%88%E5%AF%AB%E4%BD%9C) (for example: company profile, press releases, product promotions and fan page management, etc.), providing a four-week physical course.

When it comes to the function of copywriting, you may already have a good idea - from the descriptions on general product packaging, storefront posters in convenience stores to the sales page (Landing Page) on shopping websites, it is not difficult to understand the importance of copywriting in assisting sales or communication. When it comes to the development and operation of products and services, everyone may understand it; but what exactly is “content operation”? And why do start-up teams also need to understand content operations and marketing, and even formulate content operation strategies?

Next, let me explain and share with you in a series of articles!

What is “content operation”?

In fact, there is no standard answer to this, but we might as well take the Internet industry as an example to see what “content operations” is all about?

To put it simply, content operations involves core team members formulating a rigorous strategy in advance and laying out and displaying unique content through processes such as creation, planning, editing and organization. Through the dissemination of media such as graphics, text, audio and video, we can engage in dialogue with target audiences or potential consumers, thereby increasing user stickiness and retention rates, and specifically increasing the value that the company hopes to produce from its products or services.

In other words, the creation, planning, organization and presentation of content, as well as its quality, quantity and production cycle, may affect the success or failure of content operations, and will also have a critical impact on the operation of products and services. The scope of content operation is very broad, and it no longer just stops at the level of copywriting, official website construction, or fan page management. It requires a bird’s-eye view from a higher perspective to be able to “see the forest for the trees.”

Who is your content intended for?

After clarifying the definition of “content operation”, let’s talk about who should these carefully crafted contents be delivered to? As I often mentioned to my classmates in copywriting classes before, as a boss or entrepreneur, you may hope that the copywriting you have worked hard to write can be widely praised by people in Taiwan and even the world—but you know, this often requires a high cost, and for sales purposes, it does not seem to be necessary.

Just imagine, if you run a parent-child shopping website, your main target customer group should be fathers and mothers with babies at home, not ordinary college students or office workers. If you are a blogger who loves traveling, you must design content for readers who also like to travel to the far end of the world, and write down one after another of fascinating travel pictures and texts on your blog or fan page, so that people will immediately have the urge to book air tickets and hotels online.

Knowing who we want to “talk to” is undoubtedly the first step in investing in “content operations”.

You must have received various advertising flyers on the street, but did you know that there are techniques for distributing flyers? I have observed some work-study students who send flyers. In addition to being polite and friendly, they also filter the targets in advance. Instead of sending them to everyone, they target potential consumers before sending them. If you add the assistance of small gifts such as tissue paper and sticky notes, it may make people more willing to spend a few seconds to look at the contents of the flyer, which is quite powerful.

For example, if we want to sell real estate worth tens of millions to young office workers with a monthly income of only 22K, this is tantamount to seeking fish from a tree; similarly, if we want to promote online dating services to middle-aged people or silver-haired people, the effect may not be very good, unless the industry segmentation and positioning in the market in advance.

“Content operations” involves a wide range of aspects, from content collection and creation to planning and presentation, to communication and dissemination, and finally to the review and evaluation of effectiveness. In this cycle, the formulation of content strategy is the most important, and the main focus is to get the right content to the right place and deliver the right content to the right group, so that everyone can get what they need and achieve mutually reinforcing effects.

Design heart-pounding content

The first lesson in content operations is to identify the people you want to “talk to” and then design a clear [content strategy] for this group of people (https://www.contenthacker.today/2018/01/chl3-note1.html). In the field of online shopping that everyone is familiar with, the recently popular “content e-commerce” is to cleverly use the power of content to help optimize the process.

Amazon CEO Bezos once said, don’t spend your energy observing what your opponents are doing? Only by focusing on understanding the various needs of customers can we continue to improve the user experience and satisfy customers from all over the world with a pleasant shopping experience.

Huang Haiben, the early project leader of Fengrui Capital, pointed out (http://www.iheima.com/zixun/2016/0614/156521.shtml) that content e-commerce can be divided into two types. One is impersonal content, such as pictures, articles or some shopping guide videos and communities; the other is personalized content, which is the so-called “Internet celebrity”. However, it is not just placing pictures of beauties, video clips, jokes or bloggers’ shopping guide articles on a shopping website that can stimulate consumers’ desire to shop. The content must be related to the consumption scene or customers to make people excited.

Looking at it from another perspective, a truly powerful operating expert is one who has the ability to make consumers who have no clear shopping plans have an inexplicable shopping impulse when visiting e-commerce websites, and quickly place an order to complete the entire transaction. For the management team, only good content can directly touch people’s hearts and leave a deep impression on people. This is the core value reflected after formulating the content strategy.

I believe that through this article, you can already understand the scope and importance of content operation, and also understand that you need to set the audience for the content to achieve the expected results. In the next article, we will continue to discuss the content, theme, ideas and form. If there is anything you would like the author to introduce in detail about this topic, please feel free to leave a message below!

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★ Featured image source: StockSnap

★ This article was originally published in ALPHAcamp