Make good use of issue packaging and amateur tweets, and you can also write industry supporting articles that netizens will strongly support.
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This article The author Girl Karen is a newbie in the media. He once served as the editor of Taiwan’s most popular online native media. He broke into the 4A public relations group and currently works in the TV media. Thank you for authorizing the “Content Hacker” website to reprint it. Thank you hereby.
[Why we reprint this article] When people browse the Internet, as soon as they see a published article or a published video, they jump directly to other information. But are professional subtitles so annoying? This is not necessarily the case. As long as the topic is set correctly and the content can move readers to continue reading, or even help defend and repost, the advertiser’s promotional purpose can still be achieved.
In the past, the Industry Support Article, as everyone knew it, was paid by advertisers to allow the media to publish content with News Sense advertisement. If it is in a newspaper, magazine or online media, it may be marked “Special Edition” or “Special Sharing” in the upper left or upper right corner of the paper article to clearly let readers know that this is a paid advertisement.
But this does not mean that advertising content must not look good. It may be because the content only starts from the message that the advertiser wants to convey to readers, so it makes people feel boring and makes readers “boycott industry matching”. However, if the content is made lively and interesting, such as HOW HOW’s “Going directly to the topic of industry matching”; through vivid videos and interesting content, it can actually arouse a broad response.
The elusive strategy of professional writing
Back to topic. In fact, in order for the “professional writing” to be successfully displayed, there is another trick that can be used: “appearance and elusiveness”. This trick is to present a large collection of products from multiple different brands in a single article at the same time. The number may be as many as five or six; but there is only one key product among them, which is the product that is mainly distributed this time.
You may ask: “What kind of karma does this deserve?” In fact, as long as netizens leave comments under the article to raise questions, and other uninformed netizens start to help defend it, it is a successful professional article.
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How to say this?
Usually this type of professional articles appear on “anonymous social platforms”, such as Mobile01, Dcard and PTT, etc. The main method is to trigger “word-of-mouth marketing”.
Word-of-mouth marketing hopes to achieve the goals of “issue packaging” and “word-of-mouth placement” for advertisers, so its purpose is usually:
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Let netizens understand brand positioning, product advantages and disadvantages immediately.
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Maintain the popularity of online discussions.
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Make it easier for netizens to search for articles.
This type of industry supporting articles allows consumers to first find netizens’ discussions and opinions when searching using keywords. They can first understand the product, then become interested, and finally decide whether to buy it. Most of the products promoted in this type of promotion are cosmetics, women’s products or daily necessities. The title of the article is similar to the general trial experience, so that ordinary people cannot tell that this article is actually a professional article.
Issue planning and packaging examples
For example, usually word-of-mouth marketing companies will first carry out issue planning and packaging for the products to be placed. Please see the following example:
【Title】
Has anyone researched which moisturizer has the highest absorption?
【Spindle】
I mean, I started taking care of it in college, and it has gone through many periods of hitting a wall! I probably know what moisturizing texture is best for me.
My friend thinks lotion is very good, but I am just the opposite. I think XX is the best.
XX brand water gel is very famous, and its texture is very special. It looks a bit like lotion at first glance, but when you apply it with water, it will be absorbed immediately. It is the best moisturizing product I have ever used.
[It can be mixed with other brands of ordinary texture to highlight the issue of choosing XX. 】
After deciding on the main axis, the next step will be to assign the professional writing to the amateurs who have cooperated with it, and let them write a comparison of 4 to 5 products on their own. But why specifically choose amateurs to write professional essays?
Because sharing by amateurs is [authentic] (http://www.bbc.co.uk/academy/zh-hant/articles/art20130702112134197), their writing style does not have a commercial atmosphere, so it is not easy for netizens to feel that the article is professional. Moreover, like the “Issue Settings” of the industry blog, different operating modes will be set for different products of the same brand, so it is more difficult to be detected as an industry blog operation.
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Usually this type of operation type is nothing more than the following:
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“End of the year clearance! Classic skin care products ranking PK”.
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“My face is so dry~~ but this moisturizer really saved me.”
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“Apply it every day! I really have protein muscles in five days. I won’t share it privately.”
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“I really want something beautiful…what do you guys do?”.
The above are random examples given by the author. But honestly speaking, it is not easy to tell that an article with a title like this is a professional supporting article. Even when someone questioned whether this article was a professional match, netizens would quarrel in the comments, and some netizens were busy defending. At this time, the manufacturer will probably snicker in his heart, because this is another successful word-of-mouth placement. After all, the more people leave comments, the more popular the industry support article will be.
The so-called “online volume” means increasing the number of articles on related topics and increasing the number of comments. The higher the online voice volume, the stronger the brand issue will be, making it easier to promote it to the public; if the online voice volume is not enough, the marketing budget will be forced to increase, so we must try our best to let the business description enter a positive cycle that can amplify the volume.
Mutual praise operation of industry matching tweets
When it comes to “using messages to increase the popularity of topics”, we must reveal a little secret in the industry. Usually word-of-mouth marketing not only involves writing assignments and articles, but also “industry-related tweets”, allowing amateurs to leave messages under each other’s articles and talk about the topic of the article.
This kind of mutual praise type of tweets can make uninformed netizens unknowingly feel that this product is really good; or it can make netizens who later search for the article see that many netizens strongly recommend it and decide to buy the product.
All in all, although the online world is full of all kinds of hard to tell true and false comments, product industry captions do not always have to play the villain role. As long as the argument in the article is based on real evidence and not against one’s will, it can still establish the proper [product image] in the minds of consumers (https://www.contenthacker.today/2018/02/b2b-video-brand-building.html).
★ How to enhance your visibility and influence through diversified management? Please attend the March special session of Vista Reading Club: “[The Era of Resumption of Business is Coming] (https://www.accupass.com/event/1803140753116515393830)”
★ How to learn how to make presentations and use them for content marketing at the same time? Please sign up now for the Content Hacking Lecture Series (CHL6): How to use presentations for content marketing[Registration in progress]
★ How to produce high-quality and attractive content? Please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”
★ Photo credit: YouTube HowFun Channel, Girl Karen
