Are there any industry restrictions for new media operations?

If I had answered you a month ago that there were restrictions, for example, for a financial and taxation agency, operating new media to promote the company's business might not be as straightforward as SEO.

Because this type of customer group is a company, their demand is to help them reduce their burden, just do basic accounting every month and file taxes on time, and the general agency contract is for one year, as long as it is not If you do a particularly bad job, customers won’t cause trouble for themselves and change agencies. They don’t need to know a lot about finance and taxation. They just need professional people to serve them. Therefore, there is no value in new media operations. So big.

Of course, I said at the beginning that this was my idea a month ago. Now to answer, I will definitely say that it is necessary, but the focus is on soft articles rather than advertisements.

If you search Chengdu + finance and tax agency on Baidu, you will see 696,000 results, and 93 companies are marked on the map. How to stand out from so many companies, how to build attraction and attract others' attention, it's very simple, just three words: rely on soft articles.

That’s right, it’s soft copy. Dubai Seven-Star Yacht has not done any advertising to attract customers in China, and it does not even have online marketing personnel at all. Just some news, articles, and interesting articles were widely disseminated in Chinese online media, and it has completely completed sales. It was reported that the year before last 10% of guests staying at Burj Al Arab during the Spring Festival are Chinese. Is it an ad? From media editors to readers to consumers, no one thinks this is advertising. As for how to write the content of soft articles for financial and taxation agencies, it is another topic, which will be discussed later.

I have also heard that many people confuse SEO and soft articles, so let me talk about their differences:

SEO is to solve the initial traffic problem of the website, while soft articles are used to build Strong market brand. The former is speculative and the latter is strategic. These are two completely different levels of promotion methods.

Soft articles belong to the category of "soft power" and are one of the most important expressions of soft power. As small as a person, as large as a company or a country, there are two kinds of power, one is hard power and the other is soft power. For a country, GDP, hardware facilities, etc. are hard power, while culture, institutions, media, etc. are soft power. They are equally important, and in today's information age, soft power has become more prominent.

For example, if we want to emphasize that the strength of our country’s military does not necessarily depend on fighting, we should repeatedly report on the most advanced military technology and show pictures of leading weapons, and let it spread vigorously. From anyone's perspective, even the most powerful one can have a very good deterrent effect.

This reminds me of an advertisement again. I hesitate to say it so as not to go off topic. If you are interested, leave a message or private stamp and share it with you privately.

Okay, let’s get back to the topic.

Let’s take another case that is relatively rare now. For example, a residential property needs a new media operator. What would you do? 2 minutes of thinking time.

↓

Maybe many friends have thought of it, so I won’t talk nonsense.

In one sentence, create a community newspaper. With "localization" as its core, it mainly focuses on reporting local news and serving the residents of the community. For example, someone lost a puppy, an enthusiastic person helped a resident solve a certain problem, or a new specialty restaurant opened, etc., to be close to each resident's life and related interests, so as to enhance the residents' sense of belonging. .

The column contents include local interests, local customs, local honors, local characters, local life, local activities, etc., to create a sense of integration and responsibility among residents. In terms of content, story-based reports of varying lengths can also be used to increase community issues that residents care about, prompting community residents to engage in dialogue and exchanges on related issues, thereby achieving common knowledge and resolving conflicts, and at the same time, they can also act as a community resident. A platform for dialogue.

Let’s further refine it: announcements related to residents’ lives, product discount information, entertainment information, rental and leasing information, recruitment or job search information, second-hand product transaction information, pet information, marriage and friend seeking information , birthday wishes, holiday wishes...

Through community newspapers, while benefiting residents, it can also establish a good reputation for the property. Don’t underestimate its power, and the corresponding advertising Will cooperation add new profit points? Is there much potential in it?

Finally

Several friends have been asking about this topic. After chatting, I also hope to give you some direction for thinking.

Recently, there may be more content about brand marketing and new media operations. In fact, I think this content is also beneficial to us personally. It depends on what angle you look at it.

Finally, I would like to ask, what books are you reading recently? Can you share them with me ()?