1. Plan the soft-text marketing in advance

Soft-text marketing is the concrete expression of the soft culture of advertising target, and advertising is the product of advertising of brand target and sales target, and the ultimate goal is to build image and gain profits. Therefore, soft-text marketing should also follow the operating rules of planning, organization, implementation and revision.

understand who our users are, what our goals are, the time and number of articles put in, the expected reading and browsing volume, the user's evaluation of soft articles and so on.

Second, draw up a "beautiful" title for the soft article

As far as the promotion of the whole soft article is concerned, the title is just like "face", and whether it can attract readers' attention depends on it. Of course, it is not enough to attract attention, and the title should also make readers tempted and have the desire to "let me see".

Title classification:

1. Attractive titles

For example:

It is not a dream for a small webmaster to earn an annual income of 1, yuan-my struggle (title of XX website training soft text)

Leave your 1 yuan and your hemorrhoids (title of medical soft text)

Register as a member of XX website, Send 1 yuan Cash Voucher (soft title of XX online mall)

2. Novel titles

For example:

Apple AIR is the thinnest laptop in the world (soft title of Apple)

Finally, multi-purpose vehicles begin to interpret luxury with safety (soft title of Toulang car)

3. I broke up with my girlfriend "(soft title of XX website)

" 19 years of waiting, A gift that made her burst into tears (soft title of XX gift)

4. Touching titles with events

For example:

A Xiangfan man and his dream of century Huafeng decoration brand (soft title of XX decoration company)

My encounter with tea-picking beauties (soft title of XX tea)

5. Suspense titles < (soft title of XX training)

6. Scary title

For example:

"Hyperlipidemia, a precursor to paralysis! "(soft title of XX health care products)

" God, bone hyperplasia kills people! (soft title of XX health care products)

"Heart of a 3-year-old man at the age of 6" (soft title of XX health care products)

7. Questioning title

For example:

"Like Shanghai, fly by plane?

Who else wants IELTS, TOEFL and CJRE study materials? (soft title of XX training institution)

8. Interesting titles

For example:

Get rid of the spots quickly, and don't leave the acne (soft title of XX acne cosmetics)

Clear with lithium (soft title of XX mobile phone battery)

The shameless time has passed. Because there is XX air conditioner (soft title of XX air conditioner)

9, suggested titles

such as:

Never start a business just to be a boss (soft title of XX investment promotion)

Guozhen suggested: drink hot Guozhen in winter (soft title of XX drinks)

1, Celebrity-friendly titles

For example,

The Secret of Angie Chiu Being 2 Years Younger (soft title of a cosmetic)

Li Bingbing's favorite bags (soft title of a brand bag)

Gong Li: L 'Oré al, You deserve it (soft title of a cosmetic)

11. Focus on hot topics

For example:

Christmas Flower Booking Hot Flower Network (soft title written by this website for a flower network)

Shenzhou VI can be erased for billions of times by using Patriot U disk (soft title of a digital)

12. Contrast title

. (title of soft article of XX public relations company)

Wuliangye no longer stormed the party, government and army market (title of XX wine soft article)

13. Digital title

For example:

Eight skills of soft article operation

Third, organize the text structure with news body

Fourth, be good at using news idioms

In soft articles.

1. Pay attention to the standardization of place names and names

2. Pay attention to the correct use of heteronyms

3. Standardize the use of numbers

4. Standardize and unify the units of measurement

5. Standardize the use of idioms correctly

5. Clever integration of advertising information

In the creative process of soft-text advertisements, "what to say" and "what to say"

1. Borrowing a third-party identity

That is, for example, using an expert's name, statistical data of a website or someone's words, it must be true. Don't introduce too long text, this method is mostly used in soft text of print media.

2. Implantation in the form of title keywords

This form is mostly used in soft articles of web portals. The key words implanted in the text are cattle people, such as "Fish claw net thinks ...". Although this kind of implantation method does not incorporate much product information, it can convey the effect of being searched and included by Baidu because the keywords and text have the product, trademark or company name many times.

3. The form of revealing the secrets of stories

This kind of soft text is mostly used in forums. From the beginning, stories are made around the implanted advertisements, and everything is based on this advertisement that needs to be implanted. Although this kind of implantation is very easy for readers to realize that it is a soft article, as long as the story is novel, readers are still willing to read it all at once.

4. The way of copyright information

This is also used for blog soft articles and Weibo soft articles. This way is the simplest and most practical. This requires finding out the potential customer groups, finding out the topics they are interested in, and spreading articles on topics related to pseudo original. It is not necessary to ponder how to implant advertisements in the text, but to add copyright information at the end of the article.

VI. Design

fonts, font sizes, columns, borders and line spacing according to news typesetting style

1. Divide paragraphs. The first paragraph of the article can simply summarize the main content of the article, or outline it, or come straight to the point. The first paragraph should be attractive, not long and smelly. The first sentence of each paragraph should be simple and clear, so that readers can read comfortably.

2, illustrated. All the words in an article are boring and monotonous, and it is best to have pictures and texts. Insert a picture every 2 words or so, the picture size should be consistent, and the picture should be as high-definition as possible.

3, the text is concise. In the era of mobile Internet, most users are reading on their mobile phones, so it is appropriate to choose 14PX～16PX according to the screen font size of mobile phones. The line spacing should be 1.5 ~ 1.75, and the two ends should be aligned. There should be no more than three font colors.

7. Stick to the news when publishing

If it is necessary to achieve something, so is the successful publishing of soft-text advertisements. "Timing": Mainly manifested in the enterprise's grasp of the release opportunity and clever follow-up to the news hot spots at that time when releasing soft-text advertisements. When the news media continue to "speculate" on an important topic, enterprises should respond quickly and write soft articles similar to this topic to "follow the trend".

VIII. Media public relations work is indispensable

Any company and product is bound to have negative information and comments. We especially need a relatively positive environment when posting soft-text advertisements. According to the survey, the effect achieved by one negative message at least offsets five positive messages, so we need the cooperation of media public relations.