什么样的推广信息更受欢迎?——内容营销视角下高效数字阅读推广信息的特征识别

What Kind of Promotional Message is More Popular?Identification of Features about Efficient Promotional Messages of Digital Reading Based on Content Marketing

[目的/意义]识别高效数字阅读推广信息的特征,促进构建与用户生活、学习与工作情境更匹配的数字阅读推广模式。[方法/过程]选取4个典型数字阅读服务机构,在内容营销视角下从主题选取和结构特点两方面对其微信公众号的推广信息进行挖掘,运用LDA主题模型实现对其主题选取的分析,从内容类型、表达方法和方式、内容传播与互动对其结构特点进行剖析。[结果/结论]推广信息的主题选取可从用户日常活动出发,遵循内容相关性和有价值原则,便于用户快速感知所推广的数字资源及服务项目,同时突出推广对象的特色;采用图文与动画、音频、视频相结合的内容呈现形态,重视故事型或案例型推广信息;运用用户熟悉的语言词汇及采用对话的形式,富有情感和趣味性更易在情感上产生关联,兼用多种表达方法;创建悬念型、数字型、建议型等标题以及在文末设置讨论专区或附上粉丝讨论社群等有助于增强推广信息的互动性。

[Purpose/significance]The purpose of this paper is to identify features of efficient promotional messages for digital reading.This will enable a better mode for digital reading promotion to be constructed that better matches the users’life,study and work situation.[Method/process]Four typical digital reading service agencies have been selected,promotional messages on their WeChat public accounts have been collected and analyzed from the aspects of theme selection and structural features in the perspective of content marketing.The LDA topic model has been used to analyze the selection of its theme.Structural characteristics have been observed from four types:content type,expression,dissemination and interaction.[Result/conclusion]Topics of promotional messages should be selected from the daily life of users and follow the principles of content relevance and value.So this will help users to perceive sensitively the value of digital resources and programs,and reflect characteristics of promotion objects.It would be better if the combination of graphics and words or audio or video and focusing on story-based or case-based promotional messages were adopted to present contents.Familiar words for users,the form of dialogue,emotional and interesting messages should be used for creating promotional messages.Using suspense,numbers,tips,etc.in the title and setting up a discussion area at the end of messages or attaching a discussion community will help enhance the interactivity of promotional messages.