Several strategies for good news marketing

In the increasingly competitive Internet, it is crucial for companies to choose correct and innovative marketing methods to attract users' attention. This is not only a measure of the ability of the company's network operators, but also a criterion for judging whether the company is suitable for Internet marketing. Among them, news marketing is undoubtedly a good choice.

News marketing uses the form and methods of news to interpret corporate culture, brand connotation, product mechanism from multiple angles and levels, disseminate industry consultation, lead consumer fashion, and guide purchasing decisions. This model is very helpful in guiding market consumption, occupying major well-known media platforms in a relatively short period of time, thereby endorsing the brand, quickly increasing product popularity, and shaping the brand's reputation and credibility.

Explain the company and products at multiple levels:

News marketing can choose more angles and levels to interpret corporate culture, brand connotation, product mechanism, and benefit commitment through the form and techniques of news. Hot spots, entry points, and explanation angles are more flexible and diverse.

Use news to create a buying orientation:

The content of news marketing manuscripts is mainly news, and industry information can also be compiled in them, which is conducive to providing consumers with certain purchasing guidance, guiding market consumption, and quickly increasing product popularity in a relatively short period of time, thereby shaping the brand's reputation and credibility.

Low cost, low investment, good effect:

The investment cost of news soft articles is lower than that of other advertising costs. Soft implantation will not cause readers' rejection. With the help of current hot topics, the exposure rate of articles increases and the publicity effect is good.

Strong timeliness, long-term publicity for enterprises:

News marketing is one of the primary ways for companies to publicize themselves externally. Relying on third-party publicity, it has a certain degree of authority, is combined with hot topics, and is highly timely. After the news is released, it will remain on the Internet. Even if it exceeds the hot period, users who are interested in the keywords can still see the corporate news when searching.

Establish a good corporate image:

If companies continue to do news marketing, their brands and products will gradually form a complete information circle, allowing consumers to have more confidence in the company's strength and products. The long-term accumulation of positive news information helps avoid the risk of certain negative comments and establish a good and responsible corporate image.

Clear goals:

Spending money to create news is not the purpose of a business. What is important is the purpose behind the news. Therefore, before conducting news marketing, you must have a clear goal, and all news must be planned around the goal. News marketing that fails to achieve the goal will be meaningless to the company.

Select Mass Media:

Try to choose mass media or those with greater influence as much as possible. Only these media can expand the scope of news dissemination and create a sensational effect.

Objective and fair:

Although news is created for the purpose of promotion and marketing, news must be reported objectively and impartially from the media's standpoint, speaking with facts, and the words must be able to withstand scrutiny.

Cannot have a negative impact on:

When planning news, you must think carefully and examine the news content from the reader's perspective to ensure that every penny of marketing cost adds value to the brand rather than producing negative effects.

Continuous news output:

A good news marketing campaign is not a one-time deal. Many successful marketing campaigns require continuous efforts to achieve certain results.

Now here comes the question.

How to do news marketing?

Today let’s talk about the first point, which is also the most important premise, which is creativity and planning. Without good ideas and planning, all subsequent efforts will be in vain.

Planning and creativity that meet any of the following points are more likely to be disseminated and achieve the purpose of "news marketing".

1. Public welfare.

Chen Guangbiao's charity marketing of cash donations sparked controversy

Any donations of money or materials by companies, especially charitable acts during major catastrophic events, are more likely to receive media attention and be spread spontaneously by the public. For example, after the current COVID-19 pandemic, many Chinese Internet giants, automobile brands, and real estate giants donated money and materials, which were basically reported by the media. Chen Guangbiao’s “charity marketing” is the most representative, but it is a bit excessive and not advisable.

2. Publicity.

The so-called public nature refers to matters related to the food, clothing, housing, transportation, urban development and even national development of the general public. They are topics and areas that everyone pays attention to at a certain stage. Illustrators jointly drew the blueprint of Shenzhen as a tribute to the 40th anniversary of reform and opening up. Because it is related to Shenzhen and the country, it has public nature.

Luo Yonghao praised the refrigerator in front of Siemens China headquarters

When Luo Yonghao fought against Siemens and smashed three Siemens refrigerators, he did so under the banner of defending the rights of the public, which attracted the attention of many media outlets and the spontaneous spread and likes of netizens.

3. Industry.

Strictly speaking, it should be called industry subversion. If what you plan is the first of its kind in the industry or it subverts the industry and breaks the industry's unspoken rules, it is extremely newsworthy and is a very good plan.

The "formaldehyde storm" incident that I witnessed in August 2003 was a classic communication case that broke through the industry's unwritten rules and subverted the beer industry.

Before this, all brands across the country would add formaldehyde as an auxiliary agent in beer brewing. At that time, Kingway Beer was just a regional brand, but through research on green process applications, it solved this problem and announced that it would become the industry's first "brewed without added formaldehyde", thus revealing a little-known industry secret.

The subsequent series of reports and dissemination triggered the "formaldehyde storm" in the beer industry that year and the "green revolution" the following year. Kingway Beer became famous across the country and subsequently embarked on a journey of national expansion.

4. Take advantage of the hot topics.

It is easy to understand why they are trying to take advantage of the popularity. This is the most low-tech "news marketing" method. To put it simply, it means to target the hottest topics and events at the moment, actively stick to them, and become associated with them, and then you will debut in the center position.

In the past, many private hospitals and plastic surgery hospitals in Shenzhen were keen to "take advantage of the popularity" and they always worked. For example, if a disabled child becomes the focus of attention of the entire city, the hospital will step forward and announce that it will provide "free corrective surgery" for the child. In the media's subsequent reports, this hospital was naturally mentioned, and netizens also gave thumbs up and cheered for the hospital.

author: Zuo Qiang

source: Zuo Qiang