Chris Komi Sayef once mentioned in "Reputation, Reputation and Wealth in the Age of Word of Mouth Mobile Internet": "A good word of mouth is the most precious jewel you can have." The same is true for the development of enterprises. After years of operation and circulation, the brand and reputation of the enterprise can be trusted by users, and it is easy to get twice the result with half the effort in marketing promotion. Soft text promotion is an important network promotion method of word-of-mouth communication. I believe many companies are doing it. The purpose is to enhance the brand awareness of enterprises and promote sales and customers through soft text marketing. Yes, if you do a good job in soft text promotion, you will really get a good promotion effect. But often this is just an ideal state, and few people can really achieve good results. Why? Because in the process of network promotion, due to various reasons such as insufficient understanding and experience of the promotion team, the effect of enterprises in soft text promotion is not ideal. Based on my own experience in soft text promotion, the author summarizes some misunderstandings that everyone knows, hoping to give some suggestions and help to enterprises that are preparing to promote soft text or are already doing soft text marketing. Hong Ke Soft Writing: Five Misunderstandings of Soft Writing Promotion One: Simply speaking, soft writing promotion means sending articles. A while ago, a customer asked me about soft article publishing, and he said, "Soft article publishing means sending articles, right?" I laughed it off, but later I introduced him to the soft text promotion. It can be seen that many people don't really understand the promotion of soft writing, thinking it is just a simple article. In fact, the promotion of soft writing is not only about publishing articles, but also a series of processes from writing to publishing. A successful soft text promotion should start from the promotion goal of the enterprise, consider the advantages of its own products, the analysis of competitors, distribution channels, etc., and make an executable soft text release planning scheme, which is created by copywriters. Generally speaking, the following aspects should be considered in promoting soft writing: 1. The theme of soft text. Before writing an article, think clearly about the theme of this creation and what to promote. Highlighting the theme and conveying the information that needs to be publicized is the beginning of a good soft article. 2. The writing form of soft text. Generally speaking, there are news reports, stories, temptations, emotions and so on. No matter which writing form you choose, try to make it easy for readers to accept. 3. Soft text content. Soft text content generally needs attractive titles and is full of attraction; Secondly, the advertising products should be grounded as much as possible to make readers hum; In addition, try to use hot news and quote some well-founded data as support to make the whole article well-founded, hot and temperature. 4. Prepare for the release of soft articles. After writing an article, you need to plan the publication of the article in advance, and arrange when and how often to publish it, through which channels or website channels, and the number of publications. According to different publicity websites, choose the appropriate soft text to publish. Myth 2: The more soft articles you send, the better. Soft text is a form of marketing and even network promotion. It is a cost-effective promotion method, which can be carried out without too much investment in the early stage and can produce lasting results. Some enterprises will ask, is it that the more soft articles are sent, the better? I have seen some enterprises publish a dozen or twenty articles a day, but they think the effect is not as good as ideal. In fact, the more soft articles are published, especially in some enterprises with relatively simple products, the more repetitive content, the worse the effect. Soft writing pays attention to quality, not quantity. A high-quality soft article is more effective than an ordinary soft article 10 times. I suggest submitting 4-6 articles a week, and try to choose products that need to be promoted according to the priority or importance of enterprise products. Find out the key points and create high-quality soft texts. You will find that this is often done with half the effort. Myth 3: People who excessively pursue popular websites to understand the release of soft articles may know that portal websites have large exposure, wide audience and great influence. Therefore, it is often one-sided to think that it is enough to post articles on the portal. In fact, there are many publishing platforms for soft articles, such as forums, blogs, self-media and media websites, especially media websites (as shown below). Which websites are better for issuing press releases? Here, I will focus on media websites. Different media websites have their own advantages. For example, portals: high weight, wider spread and greater exposure. Once displayed in a good position on the website, its exposure is amazing. News website: It is highly authoritative and easily trusted by the public. For industry websites: more targeted, more focused on a certain industry field, more accurate crowd positioning. Local website: It represents its participation in some areas, and can gain more recognition in some areas, which is convenient for communication and interaction among the public. So the websites that publish articles are not single, only popular websites. We can choose different websites to publish according to the promotion target, audience, people to be reached, cost performance and so on. On the one hand, it can be widely spread, on the other hand, it can achieve the purpose of accurately obtaining customers. Myth 4: It is inevitable to spend money to put low-cost soft articles into enterprises for marketing or network promotion. What bosses say most is to control costs. Therefore, many enterprises will excessively reduce the cost of soft text promotion, especially some small and medium-sized enterprises, which lack funds and popularity, and want to achieve the purpose of obtaining customers through cheap soft text promotion. In fact, it is necessary to control costs, regardless of large companies or small and medium-sized enterprises. But controlling costs does not mean excessively depressing costs. Promotion is like daily shopping. You get what you pay for. If we just try our best to promote cheap or free soft articles, it is likely to have adverse effects such as insufficient brand effect, weak communication and difficulty in accurate delivery. So how can we make better use of the limited cost and maximize the benefits of soft text promotion? 1. Make the layout and strategy of posting in advance. Appropriate release of soft articles through the media combination recommended by Hong Ke Soft Articles. Portal websites compete for exposure, so generally speaking, the price will not be too low. However, industry websites or regional websites compete for accurate traffic, and some websites have relatively high weight and good cost performance. According to the actual situation of the enterprise, the combination of delivery should be considered selectively, and the cost should be balanced, and it should not be excessively consumed or excessively cheap. A good promotion strategy is the beginning of successful promotion. 2. Choose high-quality soft articles for publishing. As mentioned earlier, Hong Ke Soft Essays, what kind of soft essays are high-quality soft essays will not be developed here. If you are interested, you can enter the following article to have a look. A good soft article can maximize its use only if it is published in the right channel. Myth 5: Once the soft text is published, it means the end of the soft text promotion process. For various reasons, such as too busy promoters, too many articles and so on. Many companies stopped tracking the results after the article was published. Really effective soft text promotion is a long-term work. After the previous efforts are completed, we will continue to track its effects for a period of time after the release, such as the exposure, reading, praise and seo optimization of soft texts. Don't read a short article, if you can add some SEO optimization elements (such as the use of keywords, the use of external links, anchor text, etc. ) to the soft text, then its subsequent influence can not be underestimated. In addition, after the release of the soft text, we can consider making some continuous soft text updates, such as the promotion of the soft text of the same product line, which can be promoted as a theme, with different themes in each issue, or continuing the previous theme. This will form a continuous fermentation effect over time, making readers and users more sticky. Summary: In the daily promotion of soft articles, in addition to the above cognitive misunderstandings, there are many different problems, such as the tedious content of articles, the lack of prominent themes, and the aimless publication of articles, which are not conducive to the promotion of soft articles. Details determine success or failure! To do a good job in the promotion of soft text, we must pay attention to every detail, so that readers and users can truly feel the creator's ideas and have a good reading experience, and further help enterprises achieve the goal of soft text promotion.