8 common ways to leverage hot events for marketing
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In an era where marketing is rampant, whoever captures the user's attention will be able to take the initiative in industry competition. To this end, many companies try their best to use websites, WeChat and other platforms to carry out " hotspot marketing ", hoping to obtain the maximum marketing return with the minimum investment cost. But how can you carry out a successful "hotspot marketing"? Today I will summarize several common methods and share them with you. When you encounter hot events in the future, you can directly apply these methods. 1. Collective The collection method does not require much skill. You only need to integrate the information of "hot events", collect and organize some materials related to this hot topic, and then write an article. If you expect better dissemination effect, you can make it into an H5 page , and then find a group of seed users to spread it. Why do users like to watch aggregated content? Because it saves users time in retrieving information. It is exactly what the saying "everything you want is here" means. There is a public account called "Creative Writing Workshop" that really likes this approach. If you look at the articles he has posted recently, many of them are collections and compilations of recent hot marketing topics. Aggregate Hot Spot Marketing Aggregate Hot Spot Marketing Let me give you a few more examples. For example, if Faye Wong and Li Yapeng announced their divorce, what kind of article might you write? The idea of using collective hot spot marketing is: 1. "The Men Who Had a Good Time with Faye Wong" 2. Those Divorced Celebrities 3. How are the properties of divorced celebrities distributed? The above are a collection of articles based on hot topics. 2. Information Schema Infographics are the evolution of collection articles. With the development of social networks , people prefer to look at pictures, because many things can be summarized in one picture, and users do not need to spend too much time to understand the whole event. In addition, another advantage of infographics is that they provide a better reading experience. Many times, an article has several thousand words, and users may look at it as a densely packed mass and not want to spend time reading it carefully. If users are not willing to read it, then it will not be spread. Let me give you an example here. After the Beijing Winter Olympics successfully bid, the WeChat public account "Tu Shuo News" published an article: One picture takes you through the emblems of all previous Winter Olympics. Of course, you can also write the following article: 1. A chart tells you which card is more reliable for the successful bid for the Winter Olympics 2. One chart tells you the income and expenditure of the Winter Olympics A recent article about the post-90s generation, "Post-95s Basically Don't Use WeChat ," is a more professional interpretation of the information in the form of graphics. Why do people like infographic articles? Because it's useful. The summary and organization of celebrity gossip makes it convenient for others, as they don’t have to collect relevant information themselves. Infographic articles are aimed at more professional readers who have higher requirements for news or knowledge, but they also save their time and provide useful information for their work or life. 3. Great Detective These articles are actually technical posts with in-depth content, or at least look like technical posts. For example, a typical article title is "The author of the Sword Manual of Exorcism is actually him." This type of article will analyze an event through various clues and then draw a conclusion. There was an article before titled "How rich is Big Head Son's family? 》 is also very popular, basically flooding the WeChat Moments. Such articles require not only analytical skills, but also a detailed understanding of the object of analysis, which requires a high level of professionalism. There are a lot of such content on Zhihu. You can go and learn about it when you have time. It is the "detective-style" articles that have made Zhihu so popular. The reason why this kind of article easily attracts people's attention is generally because the result is unexpected and you certainly would not have thought it would be like this. This is just like the article I wrote about jokes a few days ago. The most important thing about jokes is that they give people unexpected endings. This kind of detective-style article is actually a long paragraph. For example, "Why Van Gogh Committed Suicide" written by Gu Ye is also of this type. 4. Worldview Worldview articles mostly analyze a hot topic event to come up with a point of view or conclusion, thereby gaining recognition from readers who hold the same point of view. For example, after the Shaolin abbot got into trouble, the public account “Liushenleilei reading Jin Yong” published an article titled “Stop pretending, you don’t need any great monks at all”, and the number of readers reached over 100,000 in minutes. For example, in October last year, many people started receiving a WeChat message asking them to “clean up their Moments .” I wrote an article titled “Someone Deleted You from Moments.” Even though my public account only had 20,000 followers, it had over 300,000 reads. After the Shenzhou Car Rental advertising incident, I wrote an article titled "Actually, Shenzhou did nothing wrong, we just love UBER", which was actually also expressing an opinion and received over 40,000 reads. 5. Analytical interpretation Most commentary and interpretation articles are about a hot topic. People think it is unscientific and needs a reasonable explanation. At this time, if you come out to help people answer questions and solve problems, you will get attention. For example, there was an article about a monthly salary of 30,000 yuan, which caused a lot of verbal battles. So I analyzed the meaning of this article one by one and expressed my views. The title of the article at that time was "Since everyone is talking about the copywriter with a monthly salary of 30,000 yuan", and it also received a lot of readings. 6. Emotional incitement Emotionally inflammatory articles often take advantage of netizens' emotions after a hot event occurs and make a very correct gesture to gain support, which is actually similar to analytical and interpretive articles. For example, when the advertisement of China Auto Rental appeared a while ago, the famous Weibo user Shi Hang, who is a parrot, organized a campaign to boycott China Auto Rental . If he had published it as an article, I think it would have also achieved good results. Let me give you another example: the crowdfunding website "Dianmingshijian" once did such an activity: during the London Olympics, a Chinese athlete lost the gold medal due to the referee's wishes. They launched a crowdfunding campaign to raise a gold medal for that athlete, which also received a lot of attention. 7. Duanzi hand style Joke-telling articles usually get a lot of reposts, but when they are combined with hot topics, the effect is even better, which can be said to be like adding wings to a tiger. For example, after Liu Qiangdong released a photo with Milk Tea, many people said the inspirational joke: If you don't work hard, your daughter will be hugged by her peers; if you work hard, you can hug the daughter of your peers. After the first wave of WeChat advertisements was launched this year, an article went viral with the title “The furthest distance in the world is when you got a BMW but I only saw a Coke.” 8. Proposal format This is the most commonly used marketing method for major brands. For example, last week HP sold its subsidiary H3C to Tsinghua Unigroup, and many employees quarreled with the company because of this. The industry was discussing this matter. Then Zhou Botong, a recruitment website, organized some companies such as Baofeng and Xiaomi to poach talents, which is a typical example of using a plan to take advantage of the situation. The copy on Storm Mirror’s poster at the scene was: Instead of being forced to change your employer, it is better to change the world on your own initiative. Of course, the above is just for your reference. There are always new ways to play. The key is to understand the psychology of the public and attract attention and action. You can continue to summarize. This article is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Product promotion services: APP promotion services Advertising |
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