第1章

格局：做新媒體！憑什么？

1.1 做新媒體，不只是賺錢 ·······································2

1.2 做好打持久戰的準備 ··········································4

1.3 要成功，必先掌握“**法則” ····························6

1.4 垂直化到什么程度才合適？有標準 ·························9

1.5 接縫模式：大熱門也有“接縫處” ······················· 11

1.6 占山模式：猴子憑什么當大王？ ·························· 12

1.7 風格模式：走投無路？有選擇 ····························· 15

第2章

標題：不能光吸引，更要促轉發

2.1 *好別照搬傳統媒體的經典標題 ·························· 20

2.2 收藏幾款標題制作工具 ····································· 22

2.3 標題為何越來越長，還要分三段？ ······················· 24

2.4 起步五大公式，目標十萬 + 點擊 ·························· 27

2.5 進階三原則：占 C 位、有事實、高預期 ················· 37

2.6 代入感三種模式，與受眾強共情 ·························· 41

2.7 威力加強的破圈·············································· 48

2.8 千萬別用單段標題？ ········································ 50

2.9 一些小技巧，請收藏好 ····································· 57

第3章

導語：抓住黃金三秒把人留下

3.1 你只有三秒，必須抓住三個“**” ···················· 64

3.2 好奇心：常不常見，都要讓你沒見過 ···················· 68

3.3 有關系：孰強孰弱？都要保持垂直度 ···················· 76

3.4 有價值：為受眾而寫，激發出獲得感 ···················· 90

3.5 導語也能套格式，四大“萌招”先拿好 ················· 96

3.6 故事蒙：先代入 + 后感觸 + 懵然醒 ······················100

3.7 大咖夢：有反差 + 新希望 + 找方向 ······················106

3.8 反轉萌：換角度 + 賣點萌 + 求理解 ······················112

3.9 觀點猛：硬植入 + 軟著陸 + 有個性 ······················117

3.10 套路這么多，怎么選？術業有專攻 ·····················124

第4章

正文：量好內容“三圍”，拿到頂流入場券

4.1 抓住 92% 的注目率，要注意什么？ ·····················134

4.2 給“5W”加個“H”，要給受眾塞“好處” ··········136

4.3 搭框架：三步走、內循環、再來一次 ···················139

4.4 定結構：主次分明、合理排布、描述明確 ··············150

4.5 倒金字塔體：短內容 + 重點在前 + 讀不完沒事 ········154

4.6 華爾街日報體：長內容 + 夾敘夾議 + 讀完才過癮 ·····168

4.7 三維邏輯體：時間、空間、重點 + 長短皆宜 ···········174

4.8 專欄寫作體：隨筆不隨意 + 專注多分神 ················184

第5章

觀點：從有態度到有溫度，有五層

5.1 你與六神磊磊的距離，只差一個觀點 ···················197

5.2 **層：獨特癢點 + 獨特理由 + 獨特論證 ·············206

5.3 第二層：找出痛點 + 消除焦慮 + 力求根治 ·············213

5.4 第三層：互動論爭 + 你儂我儂 + 成為戀人 ·············219

5.5 第四層：常帶感情 + 新的價值 + 偶遇尊重 ·············225

5.6 第五層：售后服務 + 爆文保溫 + 自我實現 ·············236

后記

由簡入繁難，由繁入簡亦難