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