How to do soft text marketing well?

Before writing, talk about the theme. I have been in the IT Internet industry for more than ten years and have been rolling in the field of marketing promotion, especially online promotion. Contact with various promotion projects. But it has a unique feeling for soft text marketing. Many people say that this is only a small field of marketing. Maybe, because there are too many marketing things, and various marketing methods emerge one after another. In this way, soft text marketing is indeed an inconspicuous one. But it may not be, because many marketing processes need to use soft text, such as news release, live broadcast, new media operation and so on. Which one can be divorced from "words"? This year, many people asked me about soft text marketing. Perhaps because of the whole environment, the epidemic at the beginning of this year led many enterprises to turn to online promotion, and soft text promotion is an indispensable part of online promotion. In fact, it doesn't seem too difficult to publish soft articles. In the eyes of many people, it is about writing articles and sending articles. I thought so at first, but after contact, after my own exploration, I found that there were many articles in it, and many skills could not be clearly stated in a few words. These things can't be fully understood once or twice without being taught. Think about it. Although there are not many companies looking for me to do soft writing this year, on the whole, enterprises are still relatively reliable. In the process of chatting with them, we can see that this demand is rigid. Even if a company doesn't understand this piece at all, it will cause them to think, analyze and then act after listening. Especially for the needs of the current environment, I think this way out is right. Taking this opportunity, I have probably sorted out some experiences in publishing soft articles and shared them. In my opinion, the basic steps and skills of soft text marketing are suitable for these people to understand: 1. Heads of small and medium-sized enterprises and start-ups Marketing and other departments related personnel 3. People who want to start their own businesses hope that the following contents can arouse everyone's interest, discuss together and share their experience in soft text marketing and network promotion. 1. What is the necessity of publishing soft articles? What is soft publishing? Soft publishing, as its name implies, is soft publishing. Simply put, it is to publish soft articles to various channels. Soft text is a kind of description that can be understood and accepted by the general public through simple or gorgeous language creation and advertisement implantation, thus attracting people's attention and understanding. In the process of communication, it can achieve the purpose of improving popularity, corporate image and purchase transformation. The publication of soft articles is one of the ways of publicity. Generally speaking, I will divide the publication of soft articles into two parts: one is to build brand awareness and spread brands; The other part is to improve the ranking and increase the inclusion in search engines by optimizing the release of soft articles. The two complement each other and are indispensable. Why do you want to do soft text promotion? The above has talked about some purposes of soft text publishing. This is the significance of the release and promotion of soft texts. The necessity of publishing soft articles is 1. Improve the popularity of enterprises or products, attract customers to spread to various websites through articles, and let the public have a general understanding of the content of advertising first. People are very smart now. They know how to get information by themselves, and through a little cognition, they can collect information by themselves and have a deeper understanding. In this process, fashion has gradually penetrated into the public mind. The advantage of soft text communication is that she unconsciously brings customers into the scene. If she can do this, one of the purposes of soft text publishing will be achieved. 2. Search engine ranking and inclusion In the era when the Internet is prevalent, everyone who wants to know something will go to search engines through the Internet. Whether the sent soft text appears in the search words for the first time and is displayed at the forefront of the search results will affect the public's impression of the enterprise or product. Use the high weight of press release media to get included in search engines, and further enhance the search display effect of users. According to normal people's search habits, the top articles or pages will be selected first. So through some optimization measures, we can achieve the goal of ranking high in search engines, and the effect is obvious. 3. seo optimization of websites, publishing soft articles and increasing the external links of media websites are important measures to optimize websites. This chapter involves a series of issues such as website construction, website optimization and maintenance. It won't be shown here for the time being. There are three main ways to publish: 1. Media website editing: This method is mainly based on media websites, because these media websites have their own webmasters and editors. They will control the articles on the website and generally arrange their own publishing. The advantage of this kind of straight hair is that if a good article will be placed in a good position on the website, then the exposure of this article will be guaranteed. However, such websites are not easy to publish, especially some websites with strong news, which will consider the popularity, freshness and authority of articles. General editors need to choose articles carefully, which is not something that ordinary people can edit. Strictly speaking, editors are not looking for articles to send soft articles to websites. 2. Soft agent: This kind of company mainly helps users send articles to various websites, such as portals, news networks, local networks, industry stations and so on. Users don't need to go to editors one by one, and they don't need to send them themselves. You only need to provide articles, and you can get them published. This is the case with Hong Ke Soft Text, which is responsible for the distribution of articles. Press release media can be freely selected, and after the release, there are release reports to view, such as which media websites have been released, the links of each page, the effect of inclusion and so on. Of course, it is not without any requirements. No matter where you send it and through what channels, it is best to ensure the quality of the article, so that the effect will be obvious. 3. Soft text publishing platform: This kind of platform is mainly provided by merchants for users to publish. After choosing which platform, you need to do the publishing work yourself. On the one hand, we should be familiar with the functional operation of the platform, on the other hand, we should control the release process and quality ourselves. If you have enough time and energy, you can consider publishing yourself. However, if the release volume is relatively large, it is suggested to find a professional organization like Hong Ke Software, which can not only save the time and energy of marketers, but also analyze the overall output effect in time and carry out more promotion projects. Second, how to produce a high-quality soft article? What are the basic elements of a soft article? Before writing and sending soft articles, the most important thing is to know what your purpose is and keep working towards it. Trying to write a soft article means not just an article, but conveying the author's views to the right people, which will produce qualitative change and value in the process of communication. In addition to the basic elements such as title, theme and content, soft text should also master the following points (for reference only). 1. Soft text should be "soft" enough. Many times, when we write articles, we especially want to emphasize how good our things are. Because of this idea, it is easy to list a lot of advantages of this thing subjectively in wording. But don't forget, it's good to emphasize the advantages, but you don't have to describe them too much. People who watch it will be very tired, and most importantly, they will not feel the value of this thing from their hearts. Writing an article is "soft" enough to make people interested in this thing inadvertently-want to know it-pay attention to it-want to have it, then it will produce value. We often see some articles introducing products, and people don't directly write about the characteristics of products. On the contrary, from the user's point of view, they describe the effect after using this product, and what is the difference with other products ... This technique is more touching. Although it is clearly known that this is an advertisement, it is more for the sake of users, and commercial care is better than simple and straightforward product introduction. 2. Pay attention to the originality of soft text. Why do you bring this up? In this fragmented era, everyone seems a little impetuous, and it is really not easy to sink down and write an article of your own. With the development of Internet information, we have seen many wonderful, interesting and even similar articles on the Internet. These articles are often copied from left to right through various channels. Read too much, and everyone knows where the routine is. Can people still feel good about the article? In addition, in the era of the proliferation of articles, all platforms hope to maintain their own quality and have higher requirements for the originality of articles. An article must be at least 60% original, and a high-quality article must be at least 80% original. Don't be stingy with your talents, create more things that belong to you, and I believe readers will always feel it. 3. Pay attention to an illustrated soft text. There are thousands of words, and it is a laborious task for readers to read all the words in one breath. However, the article is interspersed with a small number of pictures (generally controlled at 3~5, too many, the media website will be deleted), which increases the readability and appreciation of the soft text. An expressive picture of Zhang Fuyou is sometimes more direct and impressive than a paragraph of text. How to optimize and write a soft article, everyone hopes to get public attention. This involves technical work. First, work hard on the title. Try to control the length of the title within 25 words. Use brand words and long tail words as much as possible to increase the frequency of articles being searched. You can do some suspense in the title and take the reader into the article to understand the details. Second, optimize keywords. No matter what soft text, there are always several keywords. Such as company brand, product name and so on. Doing keyword density analysis well is an important part of keyword optimization. If you don't even have keywords, how can you impress readers with what you describe? In addition, pay attention to the layout of the picture. As mentioned above, an article can be interspersed with several pictures, no more or less. According to the content of the paragraph, choose the appropriate picture, which needs to represent a certain meaning, which is of great help to guide readers to continue to understand and generate interest. 3. What should I pay attention to when publishing soft articles? Have a clear positioning of your goals. Soft writing usually expresses the thoughts and souls of the author. Before writing a soft article, think clearly about what you want to convey, why you want to write this soft article, what purpose you want to achieve, where you need to send it, and who will see it ... Keep a clear head when writing a soft article, and always create with these questions, which will get closer to your readers. To determine the combination of news release media, we should know that there are tens of thousands of news release media, and how to find a suitable communication website among many media will directly affect the communication effect of soft text. According to your own actual situation, select some parts in each category to publish, on the one hand, considering the universality of the audience, on the other hand, considering the precise crowd. Pushing soft articles to the right groups will get twice the result with half the effort. Portal website: Many of these websites are big stations with large traffic, strong comprehensiveness and high weight. For example, Tencent, Phoenix, China ... these media have certain requirements for the quality of articles, and the review is strict and the price is high. Industry websites: Different industries will have their own professional websites. The difference between them and portals is that they are basically focused on a certain field, and the traffic may be relatively less than that of portals, but their accuracy should not be underestimated. Local websites: There are so many provinces and cities in China and many local stations. For example, some local news media have their own exclusive news websites, mainly for local readers. Soft-language publishing media determine the approximate budget, and there will be costs in doing anything. The same is true of soft text promotion, and learning cost control is the premise of good promotion. Then how to determine the approximate budget? Starting from the whole marketing goal, the cost of each promotion method/channel can be decomposed, and then the cost budget of soft text publishing can be determined. The publishing cost of soft articles is also well controlled, mainly depending on the publishing volume and media. Different media have different prices, such as portals, the unit price is hundreds of thousands, local stations, and some are relatively cheaper, depending on actual needs. Generally speaking, there should be neither too much nor too little soft text marketing now, because now is a knowledge-based era, and there will only be more and more soft text promotion, so it is good to strike a balance between individual promotion and overall marketing. Choosing the right media mentioned earlier is to determine the combination of publishing media. After selecting the basic combination, you can filter them one by one. On the one hand, you can refer to the recently stable media; On the other hand, you can refer to the media websites selected by your peers to see if they are suitable for you (this method is easier to operate and faster to filter); Also, listen to the opinions of professional publishing companies (Hong Ke Software). They publish a lot and have some publishing experience, so they can give some guidance to novices. Tip: If you want to improve the collection and ranking of soft articles, it may be a little difficult for enterprises that have just started publishing. But if you follow some skills and rules, it can be achieved in a short time. 1. Write a high-quality article with high originality and obvious opinions. 2. Do a good job in keyword analysis and layout, including which promotion keywords to use (try not to have too many different keywords in an article, which will affect the weight of keywords), keep a certain keyword density and distribute it throughout the article. 3. Try to combine with your own website (not very good links, see the publishing rules of various media websites) ... The above are some experiences of your usual soft text marketing. Maybe the content in it may not be suitable for everyone, but it can be used as a reference, at least for some people who need it. Mastering some skills in advance is very helpful for starting a new job.