Some companies often hold activities and often write soft promotional articles before and after the event to build momentum for themselves. Some companies even have specialized departments and full-time personnel to do media and public relations. Because of the industry in which they work, I often encounter this situation. Internet soft articles come from newspaper soft articles, which are soft advertisements produced by some companies to increase awareness of the company or corporate activities. In most media, such articles are classified as advertisements. The general qualitative method for newspaper soft articles is: if relevant companies are mentioned in an article, it must cover more than three companies, otherwise it may be classified as soft articles. In online media, there are lessons to be learned. At the same time, it also adds that mentioning companies is not allowed. Link points to other requirements. Of course, there are also phone numbers, the number of times the company name appears in the article, etc. In view of this relatively strict situation, how can companies prepare their own promotional soft articles?
1. Use your blog to make your own soft articles.
With the popularity of blogs among ordinary people, it has become a general trend to use blogs to build one's own propaganda position. Abroad, some countries have already used blogs as a media, and some people have become full-time journalists for blogs, participating in interviews and reporting on some events or activities like some traditional media. Enterprises can establish their own publicity positions with some large blog hosting providers (BSP) according to the industry in which they operate. For example: if your customers are aimed at grassroots people, you can do it in Baidu space; if your customers tend to be entertainment or people over 30 years old, you can consider Sina; if your customer base is IT, you can consider Hexun, etc. . Of course, if you have dedicated personnel, you can build in these houses at the same time. When a blog is established, it should not be used to promote your company and products every day like advertising. This stage should be used to build a communication bridge between the company and relevant user groups. Only in the long run can it bring relevant returns to the enterprise. Of course, there are skills to actually blogging. Qin Ai has ordered a few articles for her blog, you can learn from them.
2. Use blogs to ask people to write soft articles for you.
Generally speaking, a website that can be regarded as a blog is very good in terms of its guidance and search engine friendliness. You can get in touch with some companies operating in this area and sell topic ads (come up with a defined activity and let some write their thoughts). It is calculated as 50 yuan per article per blog, and 200 yuan per article on online media. Articles of soft article advertisements can be invested in four blogs. It is not cost-effective to compare unilaterally because the traffic and search weight of the portal website are very high, but if your activities are relatively large and you have a budget of thousands of yuan, you can Let's do the math. Another way is to regularly collect or follow some blogs that are more relevant to your industry and products, get in touch with them directly, and request contributions from them. When you have a large number of such blogs, your benefits and effects will also increase. Just came out. In contrast, Qin Ai recommends this approach.
3. Use the news value of soft articles to submit articles directly.
If your promotional soft article is indeed newsworthy, you might as well apply directly to Sina and other websites for submission. If not, you can find those local online media, because the editors of various local media have daily requirements for original articles, and at the same time they need to publish them. The massive amount of news makes it relatively difficult for them to collect articles themselves. When the news value of your soft article is recognized by them, it will definitely be adopted and may be recommended to the channel homepage or website homepage. If you still can't do it under this situation, then you can look for websites that are free of media gaps, such as IT's DONEWS.
4. Use Internet excerpts to create soft articles.
This kind of approach is not the right way, but the premise for me is that your soft copy is readable and valuable. How to make your soft copy readable and valuable requires your planning and ability, which requires you to have writing skills. You have technical skills (such as SEO). Net picks, Tieba, Zhiba, Aiwen, forums, etc. can all be classified into this category.
5. Use the traffic from the advertising alliance to create soft articles.
In fact, sometimes your corporate soft copy can be expressed clearly in just one sentence, and you don’t have to write hundreds of words. Your purpose is also very clear, just to let everyone know about it. Okay, so now there are many advertising alliances. You can find them to place ads. Personally, I feel that the best one right now is Alimama. Paying one yuan a week is a waste of publicity for the company. Of course, if you have done it, you still need it. Refer to the second point of analysis before investing. One yuan is also money. Qin Ai does not recommend using some bidding ads to create soft articles, because if you want to achieve results, you must use broad keywords, which will result in high costs without corresponding returns. Of course, you can also design keywords to achieve the effect of only displaying without clicking.
There are many ways for enterprises to use network conditions to promote themselves and how to maximize the effectiveness of soft articles. Due to space limitations, I will not go into them. As long as you think about it and study it, you will definitely have your own experience.