新媒体内容营销实务

图书标准信息

• 作者 梅琪；王刚；黄旭强；柯戈；杨向艳；马文娟；杜作阳；丁贝贝；符甜；李海霞；朱燕妮；张奕琴；廖松书；杜宗祥；陈道志
• 出版社 清华大学出版社
• 出版时间 2021-02
• 版次 1
• ISBN 9787302573012
• 定价 49.80元
• 装帧 平装
• 开本 16开
• 页数 280页
• 字数 399千字

【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，高职电子骨研修班“互联网新媒体内容营销实运营能力提升师资培训”主讲，高校联盟新媒体“双创”导师。

【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