Want to get the headlines? Light can write soft text is not enough

Once served a business, when the proposal, the party to the strategy part of the movement, rather some shake to sleep, but a talk about media resources will come to the spirit. This said XX site you have no relationship, that ask XX net can make headlines, then is to say "news, forum, Micro Bo, micro-letter, SEO and so on all to do, to let our information overwhelming."

So I asked party A, then we send the message is to tell the reader what?

Party a answers, nature is our company's positive information, as well as the advantages of the product introduction, write Soft wen, to affect netizens.

I asked: did the PR company do the same?

Party a replied yes.

Then I said: "We ask ourselves that the ability to write soft text is not stronger than the previous company, we also believe that there will be no clever soft text, can not be recognized by readers and can make readers remember the soft text of the brand or product." Why do we have to repeat the same mistakes we made today that have proven the failure of the last PR firm?

Party A is silent.

It seems that I lack a party B should have a "flattering attitude", but you know, in the majority of party A, you are the marketing experts, you need to educate and guide these enterprises need to be helped. Find your positioning, you are not to roll a vote of money to go, but in doing a helping people selfish work.

Then, I once again to the party to explain the importance of "content marketing", this time they listen very carefully.

The traditional way of marketing is to push advertising messages to your customers, interrupt what they are doing, force them to stop to communicate with us, obviously the customer will be against us, to achieve sales is difficult. Later we know the initiative to attract customers to the eyeball, to allow customers to actively pay attention to you, so "the title party, no lower limit" and so on, and so on, in the transmission of a straight rise in the same time, sales conversion rate has not imagined the way to soar, why? With the title of the party to attract customers to pay attention to, but they opened the point that this is a soft article , a feeling of being deceived arises spontaneously, you crack the beauty, vulgar violence recruit the customer, is the target customer or cock silk majority, you can distinguish?

And we advocate content marketing, should be differentiated (variation), valuable (value), sympathetic (vibration). And, in the content production, we must discard the enterprise the brand value, our content does not have the enterprise!

What else can we say about brands and products?

Sell the car, and consumers can talk about car maintenance common sense, prolong the driving habits of car life, etc. selling skincare products, you can share the four seasons of skin care tips, tonic soup, and so on. In a word, the content you pass does not mention the brand products, but it is closely related to the industry, is a vertical audience concerned about and need content, is truly readable content.

The content of readability--the difference of alienation

Everyone is selling cars, you today, car maintenance, he said tomorrow, car maintenance, that why let the audience favor you and ignore him? We all know that the majority of female car owners are not very proficient in vehicle maintenance, why do we not plan a similar to the "car for women to build a vehicle medical handbook," the content, through the angle of change, Find differentiated content and let our information stand out.

Readable content--valuable

In my micro-letter, I pay attention to a lot of marketing PR number, but for them often sent some "thinking mode, Marketing theory" and so on, I am rarely open to see, although each mark is very tempting to write, but the point will find most of the content is empty, armchair. On the contrary, there are some seemingly insipid information, but it is detailed about its marketing means of the overall implementation process, which for me is a reference and learning value, for such a public number I will pay more attention.

Readable content--resonates

In a mother-child media platform, the release of a "Double 11 single Big Lie" of the convening activities, it is conceivable that the results of the collection will be miserable. To have a cognitive resonance with the reader, you must first recognize your audience and push the relevant content according to their preferences in order to make your audience feel close. Micro-BO Micro-letter has opened the background of user attribute analysis, through the backstage we can according to the audience of men and women ratio, urban distribution and other information, and their own industry, so as to the target audience preferences to make a rough judgment.

Do you think that these readable content is a soft text? Strictly speaking it is, but for our target audience, they want to subscribe to the content, and there is no brand advertising to disturb them, they will continue to pay attention to you because of interest, or even follow your guidance, to your site browsing.

It's much better than spending money on traditional soft paper, isn't it?