The content of soft articles should be selected according to the requirements and characteristics of brand owners. So, what are the skills to choose hot spots? 1. Festival hotspots Festival hotspots are the most common, regular and noticeable hotspots in marketing. Various festivals have always been the hot time of marketing activities. Traditional festivals such as Spring Festival, Dragon Boat Festival, Qixi Festival and Mid-Autumn Festival in China, Thanksgiving Day, Christmas Day, Halloween and Valentine's Day in the West, and the popular "Double Eleven" and "Double Twelve" on the Internet in recent years can all become holiday hotspots for brand promotion. The minefield that holiday hotspots are most likely to fall into is "old-fashioned". On the day of the festival, all the media will compete to publish this copy. At this time, the audience is more concerned about whose copy is more novel. Old-fashioned copywriting can only limit the audience's acceptance and cause the audience's rejection. 2. Hot sports events are the entrance of major IP. Based on the fact that sports can always bring people positive energy and youthful vitality, many big brands often miss the opportunity of marketing with the help of sports events, and even become organizers or sponsors of sports events in the form of titles. National Olympic Games and Winter Olympics, as well as football matches such as European Cup, World Cup and Asian Cup, tennis matches and golf matches. These large-scale sports events last for a long time and there will be various accidents in the schedule, so hot spots are frequent. Some local events are relatively small, but as soft writers, we can't ignore the influence of these events, such as regional football matches and intra-group competitions. People who participate in or participate in such small-scale competitions are often people who directly need products. Although the traffic is small, the sales conversion rate is quite high. 3. Entertainment hotspots In modern society, the pace of life of the public has obviously accelerated, and people's work pressure is increasing. With the increasingly fierce social competition, the economic strength of the public is also increasing. The stronger the consumption power of the audience and the more spiritual needs, the more business opportunities will be created for the brand. People need a simple and quick way to relieve themselves, find happiness and seek the balance of life. Entertainment is the only choice. Entertainment is no longer an isolated individual, but has penetrated into all aspects of people's work and life. Entertainment can usually bring happy and relaxed emotions, and the acceptance of entertainment hotspots is usually the highest among all hotspots. People will pay more attention to the topics and hot spots of entertainment types out of curiosity. Positive entertainment hotspots can help brands establish a good image. For example, the wedding of a star is often a world of clothes, accessories and flowers. At this time, the hot atmosphere is often harmonious and warm, and the brand will be given such a color. 4. Negative events in negative hot spots emit negative energy, which is inconsistent with the positive theme that enterprises and brands need to promote. Platforms that disseminate this information are also likely to be labeled as "crimes" of spreading negative energy. Negative events are very common in current hotspots, and they also have other types of attributes. Taking a celebrity's divorce as an example, many brand articles discuss the reasons behind divorce and the possible impact of divorce. There are also many emotional media that seize the hot spot to discuss how to deal with the emotional problems between husband and wife. But from the propaganda point of view, no matter what kind of soft text, it is not suitable for grafting to corporate brands. Touching negative hot spots will easily contaminate articles with negative energy and bring negative effects, which is not conducive to establishing a good corporate image. Media people who report negative hot spots will not pay attention for a long time and will easily cause dissatisfaction among the masses. For negative hot spots, it is difficult to use the event itself, and brands should not participate in activities and poster copy. If the content is related to the brand business, you can try to remind it from the perspective of public welfare, and at the same time start with the copy of the raiders to avoid involving too many products and brands, not to mention taking advantage of the situation to promote products. 5. The "Double Eleven" shopping festival, an industry hotspot, was dominated by Taobao, which triggered the marketing of major e-commerce companies such as Suning, Amazon, Yixun, Dangdang, Tmall and Gome Online every year, and an e-commerce war was thus detonated. Such a lively "Double Eleven" shopping festival allows more users to spend in joy, and all home appliance manufacturers have benefited a lot and enjoyed it. On August 5, 20 16, the automobile industry set off an unprecedented marketing carnival. The carnival began with a copy of a brand-new Mercedes-Benz long-wheelbase E-class car-"Five customs and six generals, the brand-new Mercedes-Benz long-wheelbase E-class car is dual-use". Copywriting seems ordinary, but in fact it is insinuating. Sword refers to BMW 5 Series and Audi A6. At this time, BMW took the opportunity to promote its own brand and wrote a copy with the story of the Three Kingdoms: "Big E lost Jingzhou, lost E and went to Maicheng, no BMW, no hero." BMW is a foreign brand, translated as "BMW" in China. A good horse can even decide the outcome of the war in the Three Kingdoms period, so it is called "BMW". As soon as the copy of BMW came out, it was widely praised, and the sales volume naturally rose. Audi, a brand owned by FAW-Volkswagen, also took the opportunity to launch "How can we ignore Di?"; Lincoln launched "Ride a red hare, lose E, and go to Maicheng." Repentance is better than taking Lincoln's road "; Volvo launched "e-road must be cleared, and victory lies in Wo". Clever use of word changes has stood out in this marketing heat wave. Industry hotspots are mostly confined to the industry or related industries. Under the premise of not affecting the brand image, the more brands involved, the greater the momentum of hot spots and the better the marketing effect. However, there are still some taboos in industry hotspots. For example, in the process of marketing, we must not attack competitors without a bottom line, and do not blindly follow the trend without creativity. Such behavior will be repulsed by the masses and is not conducive to promoting corporate culture. 6. Hot topics of current politics need to be selected, because it involves not only brand image, but also political sensitivity and even national security. Brands mainly try to avoid sensitive political topics. When major political events happen, we must avoid brand marketing taking advantage of the situation. Once something happens, it is easy to be pushed to the forefront. However, there are also some political hotspots that can be initiated from the perspective of blessing. For example, on the day of the 20 15 military parade, the flash of Hongqiao Airport expressed wishes for the prosperity of the motherland. When taking advantage of the current situation, political hotspots are mostly in the form of blessings to ensure that the taboos of political hotspots meet the requirements of national policies. 7. Disaster hotspots The last thing people want to see in hotspots is disaster hotspots, such as earthquakes, rainstorms, floods, fires and other accidents. These natural and man-made disasters are related to life, and all brands that aim at marketing will be condemned by users. This is the conscience and the bottom line. Disaster hotspots, like current political hotspots, also involve a sense of social responsibility. When the brand has enough manpower and material resources, it can win the respect and recognition of consumers by choosing action instead of marketing activities. If the ability to act is limited, send the most sincere and simple blessings, or spread effective disaster relief information, but don't plant any advertisements. But it doesn't mean that brand owners can't combine disaster hotspots for marketing, but what is the initial intention of the brand. What the masses really want to see is the concrete actions of enterprises and brands. For example, after the Wenchuan earthquake, Wang Laoji Group donated 1 100 million yuan, which was widely supported and affirmed by the masses. Many manufacturers began to publicize Wang Laoji's public welfare behavior in the community, and many users spontaneously purchased Wang Laoji herbal tea in large quantities, which greatly boosted the herbal tea market. The brand action in the disaster stimulates the user's mood, and then subsequent user actions will occur.