Tips for soft article placement!

There are a lot of people who know how to promote products on the C-end, but not many know how to place soft articles on the B-end. Do you know how to use 500 yuan to achieve the effect of 50,000 yuan in soft article placement? Don't know, I know. Here I will tell you about the skills of soft text placement in the work module of building B-side brand influence. Once you learn these skills, you can also do big things with little money.

When I was doing B-side business before, a large part of my daily work was carried out around the placement of soft articles. Since B-side business has a great demand for building brand influence, the most effective way to enhance the influence of B-side business is nothing more than the placement of soft articles .

After working in B-side business promotion for several years, I felt that this job was too simple and too unchallenging. Since B-side business does not directly face users, my knowledge seemed to lack the big module of user operation. Later, I switched to brand promotion of C-side fast-moving consumer goods.

I thought that C-end business promotion could directly target users to promote products and expose brands, and I no longer had to do soft-text placement and could only do B-end placement. However, I was severely slapped in the face by reality.

There are indeed many tasks in the C-end business that the B-end business does not have to do, such as Xiaohongshu promotion, live streaming, and private domain operations. I quickly mastered these modules when doing C-end fast-moving consumer goods brand promotion. I am familiar with all the routines and gameplay of C-end promotion, and have added a lot of experts.

However, the thing I least wanted to see finally happened. One day, the boss came to me and said: We need to build channels for our biscuits, and we need to increase our influence in the industry. I heard that you have experience in B-side brand operations, so the B-side influence of our fast-moving consumer goods brand will be left to you.

It was like jumping from one pit into another. At that time, I came to a conclusion of a truth: B-end business has the need to build B-end brand influence; C-end business not only has the need to plant grass for C-end brands, but also has the need to have B-end brand influence.

For example, brands like Yuanqi Forest in the fast-moving consumer goods field and Haidilao in the catering industry, in addition to promoting their products to C-end users, they also need influence in the fast-moving consumer goods circle, the catering circle, and the investment circle. Only brands that can connect C-end users and B-end channels can be considered well-known brands.

This article will not talk about brand promotion on the C-end. I found that there are a lot of people who understand brand promotion on the C-end, but not many who understand soft text placement on the B-end. Do you know how to use 500 yuan to achieve the effect of 50,000 yuan in soft text placement? Don't know, I know.

Allow me to brag for a moment. Here I will tell you about the techniques of soft-text placement in the module of building B-side brand influence. Once you learn these techniques, you can also do big things with little money.

01 Types of soft articles

Before placing soft articles, everyone must first be clear about the types of soft articles. Different types are placed on different channels, and the budgets for placement are naturally different.

Based on the soft-text placement manual passed down from my ancestors and my personal exploration, I have divided soft-text into several categories: daily soft-text, corporate soft-text, general soft-text, and unconventional soft-text .

Daily soft articles: Soft articles that need to be written every day do not need to be too many words, within 1,000 words. Just include a brand keyword in the soft article, and occasionally include a brand word in the title of the soft article.

Daily soft articles are mainly published on self-media platforms. There are more than a dozen of them. If the industry has a large audience, the reading volume of this free media is also considerable.

Corporate soft articles: What do corporate soft articles mainly talk about? Talk about the company's vision, values, customer cases, corporate culture, etc. When shaping the image of your company externally, seeing the words is like seeing the person. By reading your company's soft articles, you can feel the tone of your company.

Corporate soft articles can also be published on self-media, but this is not the main battlefield. The main battlefield is paid authoritative media, the five major portals and other media.

General news and soft articles: This is the main way to build brand awareness. General news and soft articles are about major events, major milestones, major public relations articles, etc. When I was doing B-side business before, I wrote that a certain design company won the national design industry gold award, which is a general news and soft article.

Unconventional soft articles: This is not the soft article we usually understand, but it is presented in the form of questions and answers and comments. It cannot be put on the table, but it is indispensable. After all, the most effective way of playing is often the one that is a bit unconventional.

02 Tips for soft article placement

Understanding the price of media is the first step in placement. Placing soft articles means spending money. Before spending money, you should first understand the price range of the media so that you will know whether you are being cheated when placing the article.

According to my experience, the average price of authoritative media is about 200 to 300 yuan per article, the price of comprehensive media is 100 to 200 yuan per article, the price of vertical media and local media is dozens of yuan, and the lowest price is even 10 yuan to publish a soft article .

The above is the average price. The actual prices vary. For example, the price of being on the front page of some major media outlets can be as high as several thousand yuan, and there are even media outlets that cost over ten thousand yuan.

We need to analyze specific issues specifically. If a company has money and wants to make a splash in the major media, you can invest in it. Is it worth spending tens of thousands of dollars to get on the front page of a media outlet? As long as the boss is happy.

Only by understanding the types of media can you place your ads in a targeted manner. After knowing the price range, the next step is to know the classification of media. Advertising is based on different types of media. All media can be roughly divided into: five major portals, central media, official media, newspaper media, comprehensive portals, and industry portals .

Different types have different prices and different values. The purpose of placing soft articles is to have the endorsement of authoritative media. Therefore, when choosing a combination, the five major portals and official media must be selected, and then combined with industry portals, the placement of this soft article will be complete.

Some businesses have high regional requirements, like the B-side design business I did before, which mainly targeted customers in Guangdong Province. When we placed soft articles, we tended to choose media with regional attributes such as Shenzhen Hotline, Dayue.com, and Southern Enterprise News Network.

If you are doing national business, it will be a bit difficult to choose local media. It is recommended to invest directly in comprehensive media to weaken regional boundaries.

Any placement without the purpose of inclusion is considered rogue. Now that you know the price and type, you can start publishing soft articles.

When you open the media placement background, you will find that there are thousands of media to choose from. If you have difficulty making choices, it would be really tragic. How do you choose valuable media among the thousands of media that can be placed? Remember to select the media that is included in the package .

If a media article is not included after being published, the answer is: Why did you publish it? Let me explain to you the purpose of posting soft articles. It is to be searchable when searching for brand words in search engines. It should be noted that only indexed links can be searched.

If you publish a soft article in a media, even on the homepage of the five major portals, and it is not included in some database, the effect will be greatly reduced. Because soft articles only stay on the front page of the media for a limited time, the value of including them lies in the fact that a few years later, when customers search for your brand, results will still appear. If they are not included, this situation will not occur.

So when choosing media and checking the conditional options, the first thing I do is to check the media that will be included. What if I put it on such media and it is not included? They can help us change the media for free until we get it included. It feels great to have the guarantee of results and a refund if there is no results.

If you run information flow advertising and refund the money if it doesn't work, I wonder how much better the world would become.

Only by controlling the frequency of soft-text delivery can you achieve great results with little money. The preparations have been done, the media have been selected, so how many articles do I need to submit in a month to see results? Or to borrow a question that bosses often ask: How long do you think it will take for us to build our influence?

My answer to this question is that the advertising budget is inversely proportional to the time it takes to increase influence. In other words, the more money you have, the faster you can build brand influence.

For the majority of small and medium-sized enterprises with insufficient budgets, the optimal frequency of delivery is to publish one general soft article per month with a budget of 2,000 to 5,000 yuan; to publish three news soft articles per month with a budget of 200 to 2,000 yuan per article; and to publish one daily soft article every day on self-media, free of charge! At this frequency, you can basically gain some popularity in 3 months.

If you want to increase brand influence faster and at less cost, is there any way? It’s not that there isn’t any, it’s just a marketing event.

The advantage is that without spending much money, the brand can spread all over the country in an instant, just like a spring breeze coming overnight. The bad thing is that event marketing often makes it easier for negative or marginal events to spread. In other words, good news doesn’t travel far, and things that spread far and wide may not be good news. This requires the brand to judge for itself.

03 Last

There are many other techniques for soft-text placement, but they are all details that cannot be told to outsiders. For example, there are skills in how to put the link to the official website at the bottom of the soft article, how to put in the QR code, and even how to put in the contact information.

In short, it takes time to master the art of soft-text placement, but once you have mastered it, it will be much easier to build a brand in the future because you know how to build brand influence with little or no money.

Through the release of soft articles, the brand has gained influence. So, is it much easier for you to find investors or distributors? The essence of business is actually that simple, it just depends on whether you can play it well.

Author: Tiger Talks Operations

Source: Tiger Talk Operations