How to use soft article marketing in forums

In the Romance of the Three Kingdoms, before Zhuge Liang burned Red Cliff, there was an allusion that "everything is ready but the east wind is needed". If a man as awesome as Zhuge Liang wants to set a fire, he needs the power of the east wind to help him burn the fire.

Using hot events to enhance the marketing communication power of soft articles is a type of situational marketing. From some of the hottest hot spots that are most likely to attract attention, we can find those that can be cleverly combined with our brands or products, which is our "Dongfeng".

What are the benefits of using hot events to write soft articles?

1. Hot events are very eye-catching topics for a period of time and are closely related to such topics. Articles posted in the forum can easily gain attention.

2. Hot events usually extend a series of search terms, and there will be a very large search volume during this time period. If we use this to deliberately layout keywords, the soft articles we publish will be better in SEO It will also be more advantageous in terms of effect.

Using hot events to make soft articles, if done well, should be a relatively strong form of soft articles, but it will also be difficult. I personally feel that the difficulty lies not only in how to write and combine, but also in how to grasp the "degree".

When combining with hot spots, you must pay attention to the cleverness of the combination and try not to be far-fetched, let alone bend the facts or even cause some infringement issues. We write soft articles just for reasonable and legitimate marketing communication goals, and we must control the bottom line. The "east wind" you borrowed is just to help the fire, and it is a directional fire. Bigger is not better, and winds from all directions cannot be used. You cannot let this wind turn into a hurricane and destroy your ship. It was overturned.

So how do we combine hot events to create soft articles.

The first step is to find hot spots and keywords.

Which events should be used? There are things that attract people's attention every day. For example, we can see real-time hotspots and seven-day hotspots through the "Baidu Search Top Ranking". Hotspots include short-term and hot cycle comparisons. long.

If you are in a niche field, you can find many topics. There will always be some topics that can be used, and there will always be some keywords that can be extended and brought out about our own products.

What? Can’t find anything that can be used? If you can’t find it in the general list, just search it in all the lists. If you can’t find it in the real-time hotspot, just search it in the 7th hotspot. If you don’t see it tomorrow, if you can’t find it on Baidu If you can't find it, go to the Weibo rankings and look for it. Within a few days, there must be some hot spots that can be extended and related to our own industry or brand.

Moreover, keeping an eye on Internet hot spots and maintaining a sense of whether hot events can be combined with one’s own products should also be a long-term habit for people who do Internet marketing. Normally, it should not be temporary. I just looked at the rankings because I wanted to write a soft article. Because the "east wind" that can be used by me does not come every day. I should take advantage of it as soon as I feel the east wind coming, instead of missing one gust after another and then complaining about the west wind and wind these past few days when it is time to set fire. The wind is blowing from the north. We are not Zhuge Liang, we cannot set up a forum to do things, and we cannot just think that the wind will come when it comes. Zhuge Liang like that only exists in novels.

On the other hand, we need to do matching and analysis from the crowd to see which crowd the event focuses on will overlap with our target group, so that the effect will be good.

For example, there is a hot spot on Baidu Hot List today called "Miss Universe is stunning without makeup". Just looking at this keyword, people who make beauty and makeup products can combine it. I further clicked on the relevant news and saw that "Beautiful Pin yawned in Miss Universe's bare-face rehearsal photo in shocking photos." So, can some refreshing products, such as some functional drinks, be used here? There are many types of products. All can be related.

The second step, how to write soft articles based on hot events?

Needless to say, the title must contain related words of this hot topic, so as to gain attention and attract attention. The urge to click in and take a look.

Generally, when writing the content of this kind of soft article, I suggest starting from the basic things about this hot spot. You can add narrative and comments. It is not difficult to write this part of the content, because a hot spot has related reports. Reviews and reviews abound online, and the information is very rich. Then the key is to find a combination point to gradually bring out our brand or enterprise. How to bring it out? There are many ways.

It also depends on the specific hot spots and the situation of your own brand. It is best to integrate the brand into it. The part that cannot be integrated into the narrative must also be integrated into the commentary part. In the pros and cons of this incident, it is relatively easy to mention what we want to spread.