The vast majority of marketing soft articles are formed by the modification and integration of various materials, so the collection of materials is very important. The material comes from daily accumulation, which can be the author's own experience, the enterprise's own experience, the story told by others, or the events known when watching the news. As long as you have enough accumulation, you can use it in writing instead of racking your brains to make it up. Let's explain some skills of material collection. First, the use of corporate culture For enterprises, the content of soft text marketing must be flesh and blood. Enterprises can increase users' understanding of the enterprise by introducing some of their own cultures, such as the development history, brand concept, some interesting things inside the enterprise and the stories behind the products. Using corporate culture can not only make fans know more about the enterprise, but also draw closer the direct relationship between fans and the enterprise, which is helpful to publicize the enterprise and let more people who like corporate culture join the enterprise. Second, grasp the voice of users For any enterprise, the needs of users are always the first. Merchants and enterprises want to understand the needs of users and let the pushed content play its own value. Merchants and enterprises must learn to grasp the voice of users and constantly pay attention to "What do users care about?" "What users want" and "What users think of products" focus on users' problems, divide users' concerns into several categories and summarize them, and design soft articles for these summaries. User's evaluation and experience is a kind of material in itself. Merchants and enterprises must take it seriously and write soft content according to user's feedback, so as to capture readers' hearts. Third, the release of product knowledge means that businesses and enterprises should dig out other knowledge-based information components on the basis of existing product introductions and product descriptions, because the existing monotonous product introductions and descriptions are not enough to attract users' attention, and they need more extensive knowledge. Taking the wine industry as an example, enterprises should not only introduce the price, alcohol content, taste and variety of wine to promote their own wine, which is not enough to attract users. Users also want to know more about the long history, tasting skills and storage methods of wine. Fourth, tell celebrity stories. Every industry has some typical success stories and figures. Enterprises can take these successful cases and biographies of successful people as materials, focus on preaching, attract readers, create a good atmosphere, get the attention of fans first, and then push soft articles. Discounts and activities are very convenient. If the enterprise really can't find the materials, or does find the materials but doesn't know how to process them, it can use the discount information to attract consumers' attention, grasp consumers' psychology of "greedy for petty gain and cheap" and successfully arouse consumers' interest. According to some surveys, more than 30% of users pay attention to the discount information of some brands. Therefore, discount information is very important for enterprises to attract users. 6. Direct reprinting enterprises can also directly reprint some hot articles and hot abstracts. Although these classic articles are not original by enterprises, reprinted or excerpted articles can still attract people who have never read them; However, it should be noted that enterprises must indicate the author and source when reprinting and quoting other people's achievements.