Are there any industry restrictions on the operation of new media?

If it was 1 month ago, I would definitely answer that you have restrictions, such as fiscal and taxation institutions, which may not be as good as SEO to directly promote the company's business by operating new media.

Because this kind of customer group is a company, their demand is to help them reduce their burden, do basic accounts and file tax returns on time every month. Generally, the agency contract is one year. As long as it is not particularly bad, customers will not give themselves trouble and change agents. They don't need to know much about finance and taxation. It is good to have professionals to serve them. Therefore, the value of new media operation is not so great.

Of course, I also said at the beginning that this was my idea a month ago. Now I will definitely say it is necessary, but the focus is on soft articles rather than advertisements.

If you search Chengdu+Finance and Taxation Agency on Baidu, you will see 696,000 results, among which 93 companies have maps. How to stand out from so many companies, how to build attraction and attract others' attention? Very simple, just those three words: rely on soft text.

Yes, it is soft text. Dubai Seven-Star Sailing didn't do any advertisements to attract customers in China, and even didn't have any online marketers at all. Only some news, articles and interesting articles are widely spread on the online media in China, and the sales are completely completed. It is reported that 65,438+00% of the guests who stayed at the Sailing Hotel in the Spring Festival the year before last came from China. Is it an advertisement? From media editors to readers to consumers, no one thinks this is an advertisement. How to write the soft content of fiscal and taxation agents is another topic, which will be discussed later.

I also heard that many people confuse SEO with soft writing, so I will talk about their differences by the way:

SEO is to solve the initial traffic problem of the website, while Soft Text is to build a strong market brand. The former is speculative, and the latter is strategic, which is a promotion at two completely different levels.

Soft writing belongs to the category of "soft power" and is one of the most important manifestations of soft power. As small as a person, as big as an enterprise or a country, there are two kinds of strength, one is hard power and the other is soft power. For the country, GDP, hardware facilities and so on are hard power, while culture, system and media are soft power. They are equally important. In today's information age, soft power has become more prominent.

For example, to emphasize China's military strength, it is not necessary to rely on war. We repeatedly reported the most advanced military technology, showed pictures of those leading weapons, and let it spread desperately. In anyone's opinion, it is the most powerful and can also play a very good deterrent role.

This reminds me of another advertisement, so I won't talk about it so as not to digress. If you are interested, leave a message or poke it privately and share it with everyone.

All right, back to the point.

Let's look at another rare case. For example, a residential property needs a new media operator. What would you do? Two minutes to think.

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Maybe many friends have thought of it, so I won't talk nonsense.

In a word, start a community newspaper. Focusing on "localization", it mainly reports local news and serves community residents. For example, someone lost a puppy, an enthusiastic person helped a resident solve a problem, or a new restaurant opened. , so as to be close to the life and related interests of every resident and enhance the sense of belonging of residents.

The content of the column includes local interests, local customs, local honors, local people, local life, local activities and so on. Let residents feel integrated and responsible. In the content and mode, the story report with uncertain length is adopted. In addition, it can increase the community issues that residents care about, encourage community residents to engage in dialogue and exchange on related issues, achieve * * * knowledge, and solve contradictions. At the same time, it can also be used as a platform for community residents to talk.

More specifically: announcements related to residents' lives, preferential information on commodities, entertainment information, renting information, recruitment or job search information, second-hand commodity trading information, pet information, dating information, birthday wishes and holiday wishes. ...

Through the community newspaper, it can not only benefit residents, but also establish a good reputation for the property. Don't underestimate its power. And will the corresponding advertising cooperation increase new profit points? Is there any prospect?

finally

This topic was asked by several friends, and I hope it can give you some thinking directions after the chat.

In the near future, there may be more content sharing brand marketing and new media operation. In fact, I think these contents are also good for us personally, depending on the angle you look at them.

Finally, I want to ask, what books have you been reading recently? Please share with me ()