第1章
格局：做新媒体！凭什么？
1.1 做新媒体，不只是赚钱 ·······································2
1.2 做好打持久战的准备 ··········································4
1.3 要成功，必先掌握“第一法则” ····························6
1.4 垂直化到什么程度才合适？有标准 ·························9
1.5 接缝模式：大热门也有“接缝处” ······················· 11
1.6 占山模式：猴子凭什么当大王？ ·························· 12
1.7 风格模式：走投无路？有选择 ····························· 15
第2章
标题：不能光吸引，更要促转发
2.1 最好别照搬传统媒体的经典标题 ·························· 20
2.2 收藏几款标题制作工具 ····································· 22
2.3 标题为何越来越长，还要分三段？ ······················· 24
2.4 起步五大公式，目标十万 + 点击 ·························· 27
2.5 进阶三原则：占 C 位、有事实、高预期 ················· 37
2.6 代入感三种模式，与受众强共情 ·························· 41
2.7 威力加强的破圈·············································· 48
2.8 千万别用单段标题？ ········································ 50
2.9 一些小技巧，请收藏好 ····································· 57
第3章
导语：抓住黄金三秒把人留下
3.1 你只有三秒，必须抓住三个“第一” ···················· 64
3.2 好奇心：常不常见，都要让你没见过 ···················· 68
3.3 有关系：孰强孰弱？都要保持垂直度 ···················· 76
3.4 有价值：为受众而写，激发出获得感 ···················· 90
3.5 导语也能套格式，四大“萌招”先拿好 ················· 96
3.6 故事蒙：先代入 + 后感触 + 懵然醒 ······················100
3.7 大咖梦：有反差 + 新希望 + 找方向 ······················106
3.8 反转萌：换角度 + 卖点萌 + 求理解 ······················112
3.9 观点猛：硬植入 + 软着陆 + 有个性 ······················117
3.10 套路这么多，怎么选？术业有专攻 ·····················124
第4章
正文：量好内容“三围”，拿到顶流入场券
4.1 抓住 92% 的注目率，要注意什么？ ·····················134
4.2 给“5W”加个“H”，要给受众塞“好处” ··········136
4.3 搭框架：三步走、内循环、再来一次 ···················139
4.4 定结构：主次分明、合理排布、描述明确 ··············150
4.5 倒金字塔体：短内容 + 重点在前 + 读不完没事 ········154
4.6 华尔街日报体：长内容 + 夹叙夹议 + 读完才过瘾 ·····168
4.7 三维逻辑体：时间、空间、重点 + 长短皆宜 ···········174
4.8 专栏写作体：随笔不随意 + 专注多分神 ················184
第5章
观点：从有态度到有温度，有五层
5.1 你与六神磊磊的距离，只差一个观点 ···················197
5.2 第一层：独特痒点 + 独特理由 + 独特论证 ·············206
5.3 第二层：找出痛点 + 消除焦虑 + 力求根治 ·············213
5.4 第三层：互动论争 + 你侬我侬 + 成为恋人 ·············219
5.5 第四层：常带感情 + 新的价值 + 偶遇尊重 ·············225
5.6 第五层：售后服务 + 爆文保温 + 自我实现 ·············236
后记
由简入繁难，由繁入简亦难
