While this marketing presence for so long, but a lot of people doing business and marketing article marketing do very soft failures, they still do not know how to effectively use this approach. In this article, I will combine their own soft article marketing experience as well as many excellent soft paper marketing case, complete and share with the operation of a successful article marketing software specific methods and procedures.
Of course, the content will include theoretical aspects, something pure operating coverage will be very narrow, does not have the replicability, including the theory of things, so we can get more of the industry to apply.
First, soft paper grades
Before writing the specific methods of operation, the first analysis of several levels under the soft paper, it is necessary to look at this, see this, we can better understand their lack of straightforward what things need to force where, after the operation will be more targeted.
The first level, negative level. What kind of soft paper is negative level? Is that throughout all of their products down the information, products boast good, enterprises and more powerful, the number of content creation and the like. This soft, soft paper nineties thinking into now, not only ineffective, but will play a side effect, let the readers have a great aversion to promote the products.
We do not think, no companies would be foolish enough to write such a soft, so soft paper still exists, especially in the traditional offline media, but also found. Write such a soft paper, mostly traditional companies, the boss is like this boast types of articles, some marketers and third-party marketing companies to meet their psychological and write such bad street soft paper. We ask ourselves down, there is no written this level of soft paper?
The second level, zero level. Soft paper zero level, can not be called soft, but better than the first level of some slightly more advanced soft paper, is the product description articles. This soft paper to describe their products all over from head to toe, do not forget to do comparison and opponents, but more objective, nor boast, do describe the real deal. This article can be seen at a glance ordinary consumers to write their own enterprise.
Such soft paper is not soft, it should be called the product description, put it on its own website, is absolutely outstanding product description article, but put on a third-party media, this article there is a problem. Because consumers have been cheated afraid, as long as the feeling is that companies publish their own articles, there will be a subconscious distrust, even if you wrote is true.
Such soft paper proportion of all soft paper in the largest, most marketers will write this type of soft paper. This soft paper, although still not arouse the reader's resentment, but there is no point spread effect of the money spent is wasted.
The third level pass level. Passing grade soft paper, the reader has some worth reading, can arouse the interest of some readers, so that readers trust, but were unable to arouse their interest in the media, no media will reprint these articles twice. This soft paper has played a role, but how much money to spend is limited to the role of the number of things to do.
Writing know the kind of third-party software (reporters, editors) point of view, but also understand the readers as well as your own points of interest from potential users where, and can show up in the article, but the choice of the theme of creative enough, not enough attract the general population. Therefore, no media will be reproduced, and its readers to spend money only on its media buying, and did not play a powerful chain of effects. Can of soft paper wrote this level marketing person, not a lot, have a relatively good up.
The fourth level, excellent level. Excellent soft paper is like this, the reader is not only worth reading, as well as entertainment value, sentimental value, to shock its readers emotions and stimulate their desire to interact (comment, reproduced to social platforms); also arouse interest in other media, has been widely reproduced, and sparked ongoing discussion in the community.
Such soft paper is soft paper in the true sense, with urine points, controversial, sparking widespread dissemination. Spend a dollar, play a hundred dollars marketing. Of course, to write such a soft paper person, basically rare.
Began to turn to the question, plan out an excellent soft, there are two points, one is content, the second is released, both of which are indispensable.
Second, the content planning
Content planning soft paper itself is ten very large topic, not an two articles can be said clearly. So, in this article, only a brief description, the not elaborated on, the future will particularly address this content, write relevant articles.
From the contents speaking, a good soft, depends on three factors. First, the article topic; second, the title, "Miao good half of the valley, a good half of the title text"; and third, the body then surgery. Generally, the topic can account for 30% of the action, can account for half of the title, then surgery accounted for 20% effect.
How to choose a good topic, it is difficult to describe with words, personal feeling, it is a feeling by the job. Requires a strong grasp of human ability, on this point, there is not much to say, before you write an article done in detail, are interested, you can contact me to ask. Why accounted for half of the title role, a Web page, the article estimated that hundreds of large and small, do not excite your readers interested in the article title in 1 second, the article content better, can not be seen. The title role is in the hundreds of pre-empt competitors to attract the attention of the reader, the reader points to open the article. The purpose of the text, then surgery is to give readers a sense of trust, on this point may use a word before "ground gas, that were so, with emotion," Do not use vague, blunt, no emotional written language.
Third, soft paper released
After a soft paper to write, even better, it will not propagate themselves, must be a sufficient number of ways to spread it out to detonate its self-propagation. Many widely circulated article we see, all the parties on the microblogging casually or out of the micro-channel, and then it was all madness spread it? Not like that, behind these articles madness spread, either in the hands of the parties a lot of network resources, either spend lots of money to buy a certain number of propagation source, there is no such basis, no one has the ability to do extensive spread.
Do not believe some of the cattle were said to promote their products basically no funding, rarely do the promotion, users are relying on word of mouth promotion. They have a lot of their own network of resources, free publicity for them, who are among the big cattle obligation to help each other (the name of the people have not seen the top of each others, others microblogging forwarding letter, a celebrity there is a demand, one hundred celebrity free help, a product is not known to get one hundred celebrities to promote their estimated costs are Nabuxialai millions).
First, buy a certain basis point spread.
A pass ten, one hundred, one thousand one hundred only pass, in order to reach millions-level communication, we must have one hundred thousand, one million level of dissemination point, which is the most basic truth. Is such a simple truth, many employers do not understand that their enterprise microblogging on hundreds of personal attention, undesired release of tens of thousands of micro-Bardon how to read, how could that be?
To achieve a certain number of levels spread, buying dissemination point is a must. As for the kind of channels to buy, buy something mass propagation, different industries specific operation is different. Here are some general things that just say, we can based on their industry characteristics, flexible adoption.
First, buy a certain number of paper media, mainly newspapers. Although the role of the print media's getting smaller and smaller, but so far, it still have a certain influence, especially for some vertical industries, on paper media do soft paper, the better. Secondly, the article will be on paper media network media outlets, many portals in particular, local portals and newspapers using the protocol signed with the content.
Under normal circumstances, the print media is in accordance with the words of soft paper fees, costs between 1 yuan to 20 yuan / word, a small fee may be in accordance with the layout size.
In the specific media selection, different industries, different product gap is very big, there would not be able to start to say, may be interested to know that private communication. Number of media choices, the first soft paper should not publish too much, about 5, under the experimental results, and then determine the number of follow-release basis effect.
Second, followed by paper media after the media buying network channels, including portals, local sites and vertical sites. First, the paper media coverage of the population, after all, is limited; second, secondary transmission capacity of the lack of paper media, especially the local paper media. Soft paper published in the portal, if the quality is high enough, then, will be reproduced in a large number of small sites. In China, valuable news is still very scarce, a large number of small sites can not find valuable news, waiting for those small series is reproduced on the portal site news.
One thing in particular to emphasize, be sure to choose a trusted third-party platform to buy media, specifically those platforms will not say, the province's advertising suspect. Also, do not buy the kind of 500 yuan sent to the four portals of soft paper. This soft paper at Home and channel entrance pages are not linked, that is, in addition to directly enter the URL of the soft paper or use the search engine, enter the soft article title, you will not find on the web of this article. At least there is the entrance channel page to buy soft, best buy Home of soft, although the price is expensive, but effective.
Third, social media spread further purchase point, mainly micro-Bo, you can choose a small number of targeted micro-channel. To achieve maximum dissemination of results, on social media or to have action. On the social media release, there will be a lot of common friends to help you spread.
Based on product features and soft text style, select a certain number of suitable large V Forward article; or let them comment on soft paper. Note that the comment is best to set the number of versions, there are positive there is negative, we must be able to arouse controversy netizens.
Choose a large V channels, either through official channels microblogging, you can choose a third-party platform, both of which have advantages and disadvantages, you can choose informed choices.
Second, to further expand the dissemination point
These two steps are completed, the majority has basically been completed, the dissemination of results has also been reached, do not tell the entire network can be hot, but also at least be able to stir while on the network. With the booming of the heat, through the operation of this step, you can also dig out some further spread potential, if you do have enough creativity and intensity, and even the formation of a second wave of wave propagation.
This step is mainly their own internal operations, and the upcoming release of soft paper in a variety of free secondary transmission over channels, channels including forums, paste it, its own variety of account. This in itself has been booming up information released will be the focus of attention and discussion in these channels, and these channels will lead to a second reprint users. In the forum, paste it released second role is made of soft paper to give some people the potential, outreach soft paper can get a lot of users attention.
This is a step, there is a very important channel is the micro-blog and micro-letters, in both channels operate not to say that the soft paper just published on the microblogging letter account, but the soft-text information (not necessarily soft text itself, including critical analysis of different soft paper, note comments you must be multifaceted, positive, negative, does not make sense, vexatious, etc.) sent to channel as much of the relevant large V, the goal is to get more people to notice us soft paper (who is also a very big V lack of dissemination of content, they also should always looking for good topic, but also the lack of a headache topic, if our soft paper attractive enough, they are out of their own interests, will take the initiative propagation). Think about it, if by this step can have a few millions or even tens of millions of fans of the big V-level forwarding our soft, dissemination of results will be much improved.
Operating well this step, you need two things, first, by the executive power, not just send a few people even, to be distributed to hundreds of the big V, so increase the probability was only seen (send them a message too many people, ready to be buried, so rely on the number to increase the probability). Second, relying on skills, including writing skills, then surgery and sending skills. On this point, restricted to limited space, without discussion, the Micro Signal exchange plus interest: neicanchashe.
Third, continue to follow up
Through the above two steps, a beautiful soft article marketing is made up. However, for now the information society is extremely explosive, and then creative soft paper also can not spread long, will soon be submerged in the vast information, also will soon be forgotten by the majority of users.
This means that a soft paper communication efforts is limited, can only play a short eye-catching effect. To get soft paper really play a big marketing results, or want to achieve the effect of branding, we must continue to follow up the release of soft paper that is uninterrupted, the effect disappears after a soft paper, continue to introduce additional effect of soft paper to connect . This continued to follow up the results of the effect is not 1 + 1 = 2, but 1 + 1> N's.
Under normal circumstances, a wave of soft article marketing to continue to follow up 4-5 soft, soft paper on the content of each you want to continue, you can not break open, articles after articles before the effect you want to use, and the amplification effect of the former articles. To do this, you need to pre-soft paper be well planned, from the content to be released on good planning.
Want to do through the marketing of soft paper, then we must follow quarterly or annual planning a multi-wave soft paper. This topic, the next discussion.
All in all, a single piece of soft paper is not much sense in continuing to follow up in order to play a role.
After the words
Another point, we need to understand that once the outstanding level of soft article marketing is definitely not a marketing director or marketing department which can be done alone.
Finally, focus on strengths that soft paper must be a positive energy topics, preferably based on facts that can boast a little, but not rumors. Otherwise, communication is probably the notoriety.