Among many online marketing methods, soft text marketing is a relatively high cost-effective online marketing method, and it is also a marketing method that we often use. It does not publicize its products or brands naked, but expresses them in a tortuous way. Xingtian team has done many soft text marketing cases in the past. Today, I will share with you a case of soft text marketing that I once participated in. 1. Brand background analysis: This brand is a fitness management and marketing system developed by Internet SaaS technology earlier in domestic fitness industry. In recent years, the competition in China's fitness industry is fierce. There are many systems similar to this brand in the market, and they are optimized earlier and occupy a relatively stable position. Customer demands: 20 industry keywords occupy the top three pages of Baidu web search. Our optimization strategy: gather Xingtian copywriting team to understand the brand and learn brand knowledge; Organize Xingtian copywriting team to write various forms of marketing soft articles, including news, self-media, forums, questions and answers and other forms; Release marketing soft articles through multiple channels; Collect and occupy good platforms statistically, and increase the release of these platforms; Maintain the ranking of existing and new positive information. Display of optimization effect: after six months of optimization, search for 20 keywords in Baidu, and the cumulative occupation times of positive brand information in the first three pages: 30 times in the first quarter and 30 times in the second quarter; Baidu homepage fixed placeholder: 30 in the first quarter,19 in the second quarter; KPI has been exceeded. First, what should I pay attention to when doing soft text marketing? 1, the positioning problem must first determine the purpose and main audience of its own soft text marketing. There are many kinds of soft text marketing, generally promoting products or brands, and marketing products. Before the official soft text marketing, first determine your own purpose and main audience. For our gym system, the main purpose of optimization is to promote the brand and improve the visibility in the industry; Our audience must be some gym managers. 2. Title problem After knowing the purpose and main audience of soft-text marketing, the next step is the content of the article. The title of soft-text marketing plays a finishing touch in the article, and it doesn't need any flowery rhetoric to decorate it, but it must be to the point and attract users' attention effectively. Therefore, before writing, everyone must carefully consider the users' feelings and consider whether it meets their needs from the users' point of view. 3, keyword problem Anyone who has a certain understanding of seo should know the importance of keywords to a soft article. No matter how well an article is written, it can't achieve the expected effect without reasonable keyword layout. Here, Xingtian Meiya introduces some tips about keyword layout: First, we should choose keywords in a targeted way, such as product name and brand name, and we can also choose other related words as needed. Good keyword selection will help you choose accurate readers. Some people may not know how to choose keywords, and they are not sure what the target users like to search for. Here Meiya teaches you two tips: look at the drop-down box and search for related information. Secondly, the soft title must hit the key words. Can directly reach the keywords of products and brands, which is conducive to brand promotion. You can also focus on industry-related keywords, which is more conducive to users finding you through search. Moreover, the location of keywords is very important. The position of keywords in the article directly affects whether they can be searched by keywords. Search engines will be based on: title >；; The rule of paragraph > body is to grab, that is, grab articles with titles and keywords first, and then grab the first paragraph and body. So in the layout keywords, remember the keywords corresponding to the title, the first paragraph and the text. Finally, the density of keywords is equally important, that is, the proportion of a keyword in the article. Keyword suggestions are between 2% and 3%, which generally appear in the text. In order not to affect the reading effect, it is recommended not to "forcibly add" keywords to an article. To sum up, through the above soft text marketing cases, we can see that soft text marketing does have its advantages. But the final optimization effect still depends on the marketing strategy and actual operation of the marketing team. Our Xingtian marketing team has nearly ten years of practical experience in brand marketing, and years of practical operation have given us a set of our own marketing strategies. If you have the intention of cooperation in this area, you can always trust us privately! (Li)