Basic skills of content operation: How to write product soft articles in different ways?
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For content platforms that operate products , receiving the task of writing product soft articles is arguably the most common thing. Today, let’s not discuss whether content platforms should frequently publish product soft articles, but first talk about how to continuously innovate more different types of product soft articles while still being able to bring different experiences to users. First of all, we must understand that product soft articles are not just copying product description documents, which are "hard" articles. Soft articles refer to articles that we do not think are product promotion articles when reading them, but we unknowingly develop an awareness and favorable impression of the product. Some common types of product soft articles include the following six : 1. Hot spot combination type Activities and creative ideas need to be combined with hot topics, and the same is true for soft articles. Soft articles combined with hot topics can receive higher attention and bring better reading traffic , so it is a common type of soft article writing. 1. Combine with hot topics Hot topics can be predictable or sudden. Predictable topics include the college entrance examination topic in June, graduation season topics, hot movie topics before the release of major movies, etc. These topics basically repeat themselves every year, and related topics before and after events always attract users' attention. Sudden hot spots are unknown, and readers need to pay close attention to some popular ranking information, such as hot topics on Weibo, Baidu's search rankings, hot news on various platforms, etc., to get the points of hot topics, find the places that are suitable for combining with their own products, and follow up closely and write articles. Taking the college entrance examination as an example, some product customization companies can launch customized products for the college entrance examination or graduation season in a timely manner and promote them through soft articles. The topic of college entrance examination champions can be combined with the product's championship or achievements. Even without these features, other products can also write soft articles to bless college entrance examination students, motivate college entrance examination students, and so on. As for sudden hot topics, such as the "See you on Monday" and "Cherish every moment you have" events, many products create soft articles based on the idea of "Cherish every moment you have" and take advantage of the hot topics. 2. Combine with the festival theme The festival theme is also one of the fixed hot spots every year. Festivals represent joy, holidays and celebrations, and are closely related to the readers' emotions. Therefore, festivals have almost become a theme that everyone works together on every year and it almost always works well. Festival soft articles can not only promote the festival’s special activities, but also explore the characteristics of the festival and make relevant combinations. For example, during the Dragon Boat Festival , the weather is getting hotter, there are traffic jams, commemorating Qu Yuan, dragon boat racing, and eating rice dumplings are all corresponding characteristics of the festival. You can come up with creative ideas based on the popularity of some products, how the products can help solve the problem of travel difficulties, the commemorative attributes and competitive attributes of the products, etc. The annual PR calendar from Meihua.com sorts out predictable hot spots such as festivals and anniversaries 2. Activity Promotion Currently, this type of soft article is probably the most written by many content operators , which cooperates with event operations to improve the influence of the event and promote user participation enthusiasm. Event promotional soft articles usually have a release schedule : 1. Event preheating soft articles Before the event starts, soft articles are usually published first. In order to increase the popularity of the event, preheating soft articles may usually combine some controversial viewpoints and topics, or do some small preheating activities to attract attention and hype up the momentum of the event. 2. Event promotional articles When an activity starts, promotional articles are essential. Event promotional articles are usually straightforward, telling users what the event is like, how it relates to the product, how users can participate, what the product rules are, and so on. 3. Activity summary soft article Photos taken during the event, interesting UGC content generated during the event, data on user participation in the event, overall results of the event, announcement of winners of the event, etc. can all become material for product soft articles after the event. 3. Product Record Type Soft articles can also serve as record documents of the product’s development process. Through soft articles, the history of the product can be connected, and readers can witness the growth trajectory of the product together. It is like everyone has a common "child". While paying attention to how the child grows up and achieves success, readers also enhance their feelings for the product. 1. Product growth process Every product has its life cycle and growth process. For soft article creators, every step of the process can become creative material. For example, product launches, product function updates, product revisions, cross-border product cooperation, product transformation, new product ideas, product technical features and exclusive copyrights, product financing , and even challenges and responses encountered by products, etc., can all become information worth recording and sharing during the product's growth process. 2. Product Milestones In addition to the product's growth record, the milestones in product development are worth disseminating through soft articles to enhance users' trust and confidence in the product. Usually, product milestones include honors received by the product, such as a certain authoritative platform presenting a special honorary award to the product; or key indicators of the product reaching designated peaks, such as the product order volume exceeding one million, the product user volume exceeding one million, etc.; even an expert commenting on the product and affirming a certain attribute of the product, or a celebrity claiming on a public platform that he or she is a user of the product, etc., can all become material for soft articles. In fact, both the product growth process and product milestones are important parts of the product life cycle . My distinction between these two types of soft articles is that the former is more inclined to introduce the product and enhance its popularity and recognition, while the latter is more inclined to strengthen the product and enhance its favorability, trust and loyalty. Many things in the product growth process are worth recording 4. Product Analysis If product record articles are more about what the product does and what the product has achieved, then product analysis articles are more about what the product itself is like: 1. Experience the product It is not just empty talk to become an in-depth user of your own product. If you have sufficient understanding of your product, you can also write multiple soft articles from the perspective of product experience. For example, from the perspective of product business process, share the experience and lessons of the whole process; or from the perspective of a certain function of the product, share the characteristics and operation process of this function. If you are not familiar with this type of soft article, you can go online to learn from the experience of certain product reviews. Through one product experience soft article after another, you can not only better understand and sort out the product, but also help users recognize and become familiar with the product. 2. Explore product highlights The product experience process generally focuses more on operations, but to establish a differentiated cognitive positioning for the product in the minds of users, it still depends on an in-depth understanding of the product's advantages and the discovery of the product's highlights. Only by grasping the point where a product has a strong competitive advantage over other competing products and constantly strengthening it from different angles can the product stand out. 3. In-depth product reviews When you have a certain understanding of the product and have your own knowledge of the product's historical origins, product background, market environment, business model , etc., you can also write some relatively neutral in-depth product review articles to analyze the product's success or failure, product market trends, etc. from a more objective perspective. This will not only allow users to have a deep understanding of the product, but also bring inspiration to more people in the circle, thereby spreading the product's influence from inside and outside the circle. 5. Knowledge Sharing One important aspect of today's readers' preference for content is that they hope the content is valuable, and knowledge is something that can satisfy everyone's desire for value. Packaging products within knowledge is also a common form of soft content. 1. Knowledge related to the product itself The benefit of sharing knowledge related to the product itself is that the people who usually read the soft article are usually the more precise target audience of your product. Moreover, this type of knowledge is usually more compatible with products. For example, if your product is a parent-child travel APP, when sharing knowledge, you can choose to share with everyone the knowledge of location selection for parent-child travel, knowledge of precautions for parent-child travel, knowledge of strategies for parent-child travel attractions, etc. While sharing knowledge, you can implant the source of knowledge, which may be your product, or the place you want to recommend has a discount in your product, etc., thereby guiding readers to have a favorable impression of the product. 2. Knowledge that can be associated with the product However, knowledge sharing does not have to be limited to the scope related to the product itself. Sometimes, as long as a certain point in the knowledge can be related to the product, it can also become the material for soft articles. In particular, knowledge that can hit the user's needs can be associated through soft implantation. For example, there are often some inventory-type articles that are particularly popular with readers, such as an inventory of the most popular prizes in summer. As long as your product can be related to the two elements of summer or prizes, it may be able to become a suitable topic for soft article writing. There are similar articles such as Ranking List and Top N Methods. 6. Case Story Type In addition to solving the readers' demand for "valuable" content, it is also necessary to meet the readers' demand for "interesting" content. The softness of soft articles lies in the fact that they are more readable than hard articles, and case stories with plots and events are the type of soft articles that most readers like. 1. Experience, pain points, and emotional stories How to combine case stories with products? I have mentioned three perspectives in the article "Learning from Alipay how to write "storytelling" copywriting " One is an experiential story about the target users ’ usage scenarios of the product; One is a pain point story that starts from the pain point solved by the product; Another type is sentimental stories that enhance the value of the product and evoke emotional identification and resonance. When writing advertising copy, this kind of story may use relatively short text to explain the whole process, while through soft articles, more trustworthy details can be added to arouse the reader's trust. 2. Joke-type stories In addition to case stories that are truly integrated with the products, many big Vs , internet celebrities and marketing accounts currently like to use jokes when helping to promote products. This kind of story is usually combined with some interesting things, fun stories, popular online jokes, etc., which makes it more readable and more interesting. Usually there are two ways: One is the unexpected twist type , that is, the first part has been talking about some interesting content that is completely unrelated to the product, which may be funny, humorous, or suspenseful, to attract the reader's attention. Until the end, the product is suddenly revealed, which makes people feel a little abrupt and at the same time more fun and funny. The most typical example of this type of story is the comedian and singer Xue Zhiqian . Many of his fans say "Xue Zhiqian is the best at advertising" because many of his advertisements have this kind of twists and turns, which are very readable. One is to turn the product itself into a joke or embed the product into a joke . The author of this kind of soft article is equivalent to a screenwriter, who creates a plot and the product is a prop in it. One person must be recommended for this kind of joke-type soft article, and that is the recognized master of soft articles, "Genius Red Panda ". His soft articles are usually a complete and funny story that makes people laugh, and they don't mind the exposure of products in them. In fact, as long as one has an eye that is good at learning, summarizing and discovering, the product's soft articles will never be repetitive to the point of boring users, but will be able to cultivate the emotional connection between users and products through continuous exposure. The above dimensions may not be all, but I believe that for most content operations , you will be able to find or create a steady stream of materials to support the writing of product soft articles. If you really run out of ideas, then go and see what others are writing! Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @(Qinggua Media) by the author @跑大橘子. Please indicate the author information and source when reprinting! Site Map |
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