How to choose soft article promotion channels to maximize the effect?

Introduction: Choosing a soft-article promotion channel is never difficult. The difficult part is to make sure the content of the soft-article matches the promotion platform. In today's Internet environment, personalized information push has become a consensus among all platforms. Marketing conversion is always about the right time to let the right people meet the right product.

What is soft copy? The concept of soft article is relative to hard advertising, and refers to the "advertising copy" written by the company's marketing planners or copy editors. Compared with traditional hard advertising, the advertising characteristic of advertorials lies in their "softness", which allows consumers to receive promotional content of products or brands in an unprepared psychological state.

In today's Internet environment, we have more and more ways to receive information, and we are gradually understanding the routines of advertising promotion. Routines are time-sensitive. The more you use them, the weaker their effects will be. With the coming of the 5G era, the rapid speed of network transmission has put every smartphone user in an environment of information explosion. Everyone receives a wide variety of information every day. This situation has also led to consumers' increasingly scarce online attention. People have gradually become numb and reject rigid promotional information such as advertising. On this basis, the soft-text promotion method gradually appeared in front of the public. Although soft-text promotion is not a product of the new generation, its effectiveness still shines.

In the eyes of many marketing and promotion professionals, they believe that the soft-text promotion method cannot achieve good promotion effects in today's Internet environment. This statement is actually very one-sided. Any industry is never that simple, and the same is true for soft-text promotion.

Compared with articles such as press releases and practical articles, copywriters do not have much passion for the creation of soft articles. They think that soft articles are very low-end articles, which are very easy to write and do not require too much effort. In fact, this is not the case. In today's market environment, the promotional effect that soft articles can have is often far beyond our imagination. But there are so few excellent soft articles that many promoters have lost confidence in soft articles.

The writing skills of soft articles are a big deal and are never as simple as we think.

The promotion principle of soft articles is to quietly shift consumers' attention from thing A, which they are interested in and can attract their attention, to product B, so that readers will unknowingly develop a strong desire to buy the product. Although these things are not actually necessary, they produce indispensable emotions in a specific environment. This is the marketing effect that is essential for a successful soft article.

As time goes by and people gradually understand the soft copywriting industry, excellent soft copywriting skills are becoming known to more and more promoters, and it is normal for excellent soft copywriting manuscripts to be written. When companies are unable to differentiate themselves in the content of soft-text promotion, the choice of soft-text promotion channels becomes a new challenge for the next soft-text promotion.

If the writing of excellent soft articles is regarded as a competition of the connotation of corporate copywriting, then the subsequent channel selection will be a competition of resource gaps between companies.

Completing the creation of a high-quality soft article does not mean that the soft article promotion is complete, but it means that the soft article promotion has just begun.

High-quality soft articles are the key to soft article promotion, but if high-quality content cannot be discovered by more people, everything will be in vain. Therefore, another important process of soft article promotion is the selection of soft article promotion channels.

High-quality promotion channels can maximize the effectiveness of soft articles. The final effect of soft articles will vary greatly depending on the platform you choose for promotion.

The promotion channels of soft articles are mainly divided into the following categories:

Nowadays, there are several major categories of channels for promoting soft articles, which are also commonly used promotion channels for enterprises. As for the final promotion effect, on the one hand, it tests the quality of the soft article itself, and on the other hand, it depends on the degree of fit between the attributes of the people displayed by the platform to the soft article and the attributes of the soft article content.

1. Soft article promotion platform:

High-quality soft-text content can play a very important role in improving brand awareness and brand image. As a professional soft article publishing platform, the soft article promotion platform is naturally the first choice for soft article promotion. However, it is easy to find a soft-text platform, but it is not as simple as imagined to find an excellent soft-text platform.

A friend once said: "Soft articles actually have the same concept as public relations." Yes, soft articles focus on generating marketing behaviors in a subtle way, and public relations also aims to make consumers naturally recognize a brand or a product psychologically. They are two different approaches to the same goal.

Therefore, when promoting a good soft-text platform, we can first consider the platform’s public relations capabilities. Public relations is about dealing with public relations. In other words, if you feel that this soft-text platform is excellent, it means that the public relations ability of this platform is up to standard. Getting the masses to speak well of you is part of public relations skills.

In addition, the platform’s traffic needs to be considered. Whether there is high traffic is the criterion for judging the quality of a platform. Without traffic, how can there be promotion?

Secondly, the degree of match between traffic attributes and enterprise relevance is also the basis for enterprises to choose pattern text promotion platforms.

Finally, the most direct way to determine whether the soft-text promotion website is excellent is to verify the relevant SEO weight of the platform URL through a third-party website. After all, it is a consensus in the entire industry to judge the quality of a platform by its weight.

2. High-authority information websites:

The website here has the characteristics of high traffic and high authority. By publishing your own soft articles on such platforms, the promotion effect can generally be guaranteed. However, the choice of such platforms also requires companies to seriously consider, as high traffic does not necessarily lead to high conversions. Platform characteristics and population attributes are the key factors that directly affect conversion.

The conversion rate of soft articles promoting game skins on maternal and child websites is absolutely touching.

On the basis of pursuing traffic as much as possible, choosing the right website that matches the content attributes of the soft article is the key to soft article promotion. After all, the essence of soft-text promotion is to quietly shift consumers' attention from thing A, which they are interested in and can attract their attention, to product B, so that readers will unknowingly develop a strong desire to buy the product. If the attribute matching is not successful and thing A cannot satisfy the consumer, how can we expect consumers to generate marketing conversion for product B?

3. Highly popular question-and-answer platforms:

On question-and-answer platforms, based on the clear display of question keywords, you can intuitively determine the basic attributes of the people who can see this type of questions. After all, people who don't care about such issues won't search for related keywords.

Once the attributes of the crowd are determined, it is time for excellent soft articles to take effect.

Nowadays, apps like Zhihu and Xiaohongshu all have clear keyword search bars, and these platforms make it easy to classify users by their interests. With a clear goal, a clear target audience, and high-quality soft-text content, it is only a matter of time before users take marketing action.

4. Social Platforms:

No social networking, no network. Social platforms are the most distinctive products of this network. Humans are social animals and no one is an island. The emergence of social platforms has made the relationship between people closer.

Products that conform to human nature will never be eliminated by the market unless better alternatives emerge.

The marketing form of social platforms is very weak, and precisely because of this, the marketing potential it can generate is also huge.

First of all, people are active on social platforms, and when they see certain information, they will pay more attention to it than when they see it on other platforms. Because an online environment of interest and trust will dilute many utilitarian emotions.

Secondly, trust is a major feature of social software. A large part of the content people see on social software is pushed by their friends. This natural element of trust can greatly promote the improvement of conversion rate.

In addition, the easy-to-spread nature of social platforms makes it easy for products to quickly accumulate word-of-mouth.

Finally, according to incomplete statistics, the proportion of time smartphone users spend on social software every day far exceeds that of other types of apps. In general, traffic has always been the basis of communication.

Choosing a soft-article promotion channel is never difficult. The difficult part is to make sure the content of the soft-article matches the promotion platform. In today's Internet environment, personalized information push has become a consensus among all platforms. Marketing conversion is always about the right time to let the right people meet the right product. How to maximize the effectiveness of soft-text promotion? The right soft article appears in front of the right people on the right platform. This is the key to choosing the soft article promotion channel.

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Author: Xiao 5

Source: PR Home