Soft articles are highly praised because, firstly, the audience is more and more sensitive to information, which makes the effect of hard advertising decrease; secondly, while the advertising effect is decreasing, the advertising cost is rising. In the case of limited funds, soft articles have become a more cost-effective marketing method. Since soft articles can achieve the established advertising effect without affecting the user experience, soft article marketing can naturally occupy the market quickly.
Different companies have different backgrounds and needs, which makes soft articles have various forms of expression. However, the essence remains the same. According to the different channels and audiences of communication, soft articles can be roughly divided into three categories: news soft articles, industry soft articles and user soft articles (product soft articles).
News soft articles
News soft articles are a common method used in the early stage of soft article development, and are also the most basic form of soft articles. The form of this type of soft article is mainly news, that is, media public relations drafts, press releases, and news public relations drafts. There are three writing forms for news promotion soft articles.
1. News release
After the media interviews some important news, they send it to the media in need of manuscripts in a unified article format. Such manuscripts are news releases. Now, many companies will also organize news releases to provide to the media in need when releasing news to the outside world.
News releases involve relatively few skills and are simple in writing. First, a brief and complete description of the whole thing is required, and then the content of the news is supplemented, which can be a background introduction, some tidbits in the event, or specific people or stories. As long as the text is fluent, the language is accurate, and the level is clear.
2. News report
Because the form of the news release is too simple, it is not deep enough in terms of publicity effect, and it only plays a role of advertising. To let the masses know more, more complex “news reports” are needed to reflect it.
This type of soft article narrates things in the tone of the media and the writing style of news, and even directly hires real reporters to complete the article, and then publishes it to the news column of the relevant media like a normal news report. Since the main body of the article is organized in a news style, it is difficult for the audience to distinguish and thus they can easily fall into the “trap” set by it.
Compared to the formulaic language of news releases, the didactic form of news reports, and one-way indoctrination, the form of media interviews is more vivid and spiritual.
In today’s era of the gradual rise of e-commerce, it is not easy to eventually become the next e-commerce industry to break out of the cocoon. In the early days of the rise of e-commerce, Chen Ou, the CEO of Jumei, which was once popular, did a good job. When we were not familiar with Jumei, we first got to know this “post-80s” CEO Chen Ou who spoke for himself. Through interviews and advertisements, he first let everyone know him and understand him, and then his products.