Element 1: Subject

1. Why is there a theme?

The "theme" is to make clear which direction the soft text should go and prevent the content from being written off-line. If the theme is not clear, the written content is likely to be biased and not connected with the product.

2. How to choose a theme?

The theme should be found in the content related to the product. For example, when selling slimming products, enterprises should cut into the soft content from the perspectives of slimming, fat burning and plasticity, and cannot choose an irrelevant theme, which will lead to the wrong connection with the products.

At the same time, the more popular the topic, the better, so that more people are willing to read it, so that you don't have to worry about the reading volume of soft articles, and it is best to mobilize emotional content, which is more conducive to triggering discussion and dissemination.

Element 2: Title

The importance of the topic is self-evident. When browsing platforms and websites, the first thing users see is the title content. If the topic is difficult to arouse people's interest in reading, then this soft article is basically useless and there will be no good data.

In ancient times, there was a wonderful metaphor for the article: phoenix head, pork belly, leopard tail, phoenix head is the title of the article, which shows the importance attached to the title.

As for how to get a "valid title"?

1) Mystery-Use people's curiosity to attract attention, such as: "Few people know the wonderful use of this ingredient! 》

2) Shock-attract users' attention with content with visual impact, such as: "What is the reason behind xx brand's annual sales exceeding 200 million? 》

3) Attraction-take advantage of people's universal love to take advantage of small advantages, such as: "xx brand 6 18 offers unprecedented strength, and you can send 59 yuan single products as soon as you place an order."

Element 3: Content

After the theme and title are finished, let's talk about the content in detail. Although the content is "pork belly", it doesn't mean that we don't need to pay attention. After attracting people by the title, we have to retain people by the content of the article, so the content is also very important.

The content is an explanation of the theme. When writing, you just need to focus on the theme. As long as you find the theme in front, there will be no big problem in this step of content.

Pay attention to the content type and language style. If it is a press release, it should be written in formal language style and wording, and the logic of the article should be clear and rigorous, not as subjective and arbitrary as that written from the media; If it is a little red book, it should be more daily, with amateur grass planting as the mainstay and blogger promotion as the supplement;

If it's Zhihu, it's mainly recommended by bloggers, which requires professional content to meet the needs of platform audience. I won't list them here. In short, although the content style is varied, what kind of articles and channels you want to write must be completed under this premise. There must be no news release written in the style of little red book!