Recently I have been tracking the promotion of a B2C website, especially the soft article promotion part. I have the following thoughts:
To achieve better results when writing and promoting marketing soft articles, it is not necessarily how "soft" the article is or how cleverly it is "soft", but how valuable the article itself is to users.
Today's netizens are becoming more and more savvy. No matter how clever the soft article planning is, it is difficult to hide it. If you focus blindly on the "planning" of soft articles, you will think about how to use advertising information to deceive users, rather than how to reflect the "value" of the article. , the result will inevitably lead to user disgust. It is estimated that soft article writers write too many such compositions, and they feel very hurt and degraded, and they feel very disgusting while writing.
In fact, I have read a lot of soft articles and written a lot. I have summarized an infallible principle for promoting soft articles: softness is secondary, the key is how valuable the article is.
Regarding how value is expressed, I borrowed two English expressions: knowledgeable and informative. However, I was unable to find a more appropriate word to translate these two words. That is, whether it is community promotion or soft article public relations, we must ensure that the article has an impact on users. Knowledge content or informational content that is actually helpful. If this can be achieved, even if it is a very obvious promotional article, the moderator will not be able to delete the post, and the reposter will have to repost it, and the users will not be disgusted. Only in this way can the original intention of soft article promotion be achieved.
In the specific operation of online promotion, creating valuable promotional information sources is probably not a task that can only be completed by positions responsible for online promotion. It must be coordinated with professional positions related to product or customer service in order to write "knowledgeable" information. and “information-filled” marketing soft copy. This also reflects from one aspect the view that new competitiveness Internet marketing management consultants have always advocated: Internet marketing is a company-level marketing strategy, not just a job that can be undertaken by a department.
In short, regarding the factors for successful marketing soft article writing and promotion, my summary is: the softness is not enough, and the value must make up for it.