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新媒體內容營銷實務 版權信息
- ISBN：9787302573012
- 條形碼：9787302573012 ; 978-7-302-57301-2
- 裝幀：70g膠版紙
- 冊數：暫無
- 重量：暫無
- 所屬分類：>>
新媒體內容營銷實務 本書特色
《新媒體內容營銷實務》從內容營銷角度，結合實際操作的案例把每個工作任務分解，有目標有步驟有經驗分享等多角度分解每個項目。從資訊類、導購類兩個內容運營為主線，結合學生群體的認知特點，選取資訊類代表“今日頭條”闡述此類平臺的內容運營和任務分解。導購類代表以“小紅書”為例，闡述此類平臺的內容運營和任務分析。選取傳統電商“微淘”為例，闡述此類平臺的內容運營和任務分解。幫助學生更加有計劃、有目標的掌握三大類內容運營的相關知識，并能通過實踐任務檢驗知識點的掌握程度。 手把手教你做內容營銷，一看就會跟著操作的書。企業真實后臺案例講解。
新媒體內容營銷實務 內容簡介
《新媒體內容營銷實務》包括三大部分9個項目：部分資訊平臺篇，以“今日頭條”為例；第二部分社交平臺篇，以“微信和微博”為例；第三部分內容電商平臺篇，以“微淘和小紅書”為例。三部分都是從賬號角度，每個項目思路大致通過賬號注冊、賬號定位、標題撰寫、內容規劃、內容撰寫、賬號運營、粉絲運營和長期運營策略等內容通過各任務點的要求完成即可。每個任務都有思維導圖、情景案例、詳細的操作步驟、相關知識、經驗總結，以及配套的練習，幫助學習者更加快速有效地進行技能訓練，增加實戰經驗，從而提升新媒體內容營銷的創作能力。
新媒體內容營銷實務 目錄
目 錄
**部分 資訊平臺篇
項目1 初識資訊內容平臺 ··············································································2
任務1-1 調研資訊內容平臺現狀 ···························································4
任務1-2 探析資訊內容平臺算法 ·························································19
項目2 運營資訊內容平臺賬號 ·····································································28
任務2-1 頭條號的定位與布局 ····························································30
任務2-2 內容的定位與規劃 ·······························································39
任務2-3 粉絲的獲取與運營 ·······························································47
項目3 營銷圖文創作 ···················································································54
任務3-1 長圖文內容創作 ··································································56
任務3-2 長圖文標題撰寫 ··································································63
第二部分 社交平臺篇
項目4 社交平臺解讀 ···················································································72
任務4-1 調研社交平臺現狀 ·······························································73
任務4-2 探析社交平臺的營銷功能 ······················································79
項目5 微信公眾號圖文創作與運營 ······························································89
任務5-1 定位微信公眾號 ··································································91
任務5-2 建設微信公眾號的基礎框架 ···················································97
新媒體內容營銷實務
VI
任務5-3 規劃與撰寫微信公眾號的內容 ···············································114
任務5-4 推廣微信公眾號 ·································································131
項目6 新浪微博圖文創作與運營 ·······························································139
任務6-1 定位微博賬號 ····································································140
任務6-2 撰寫微博內容 ····································································145
任務6-3 策劃微博活動 ····································································154
第三部分 內容電商平臺篇
項目7 內容電商平臺的解讀 ······································································160
任務7-1 解讀阿里系內容電商平臺 ·····················································162
任務7-2 解析傳統電商平臺內容頻道功能 ············································169
任務7-3 調研新型內容電商平臺 ························································175
項目8 傳統內容電商平臺運營 ···································································184
任務8-1 定位目標人群 ····································································186
任務8-2 規劃與布局內容 ·································································192
任務8-3 解讀內容推薦機制 ······························································197
任務8-4 創作微淘內容 ····································································205
任務8-5 獲取與運營粉絲 ·································································211
項目9 新型內容電商平臺賬號運營 ····························································218
任務9-1 入駐平臺 ··········································································220
任務9-2 定位賬號 ··········································································230
任務9-3 撰寫標題 ··········································································242
任務9-4 撰寫正文 ··········································································253
任務9-5 吸引粉絲 ··········································································260
參考文獻 ······································································································269
展開全部
新媒體內容營銷實務 作者簡介
梅琪 廣州松田職業學院電子商務專業講師，茉莉傳媒合作講師，廣東省省培骨干師資培訓講師，高職電子商務骨干教師研修班“互聯網+新媒體內容營銷實操運營能力提升師資培訓”主講，高校聯盟新媒體“雙創”導師。
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