叶小鱼软文营销系列：5步搞定软文策划
<div style="color: black; text-align: left; margin-bottom: 10px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">来，讨论一下：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>你是一家<span style="color: black;">机构</span>负责软文营销的人员，领导让你写一篇软文，你会<span style="color: black;">怎样</span>安排接下来的工作？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（1）领导安排的事，我得立即把软文写出来；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（2）问清楚软文的目的，<span style="color: black;">而后</span><span style="color: black;">起始</span>写作；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（3）<span style="color: black;">知道</span>目的→市场调研→软文写作→软文投放→效果<span style="color: black;">评定</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">大部分软文写作新手拿到工作任务会直接写作，而忽略兼顾软文写作的整体思路，如：询问<span style="color: black;">这次</span>软文目的、<span style="color: black;">认识</span>软文投放<span style="color: black;">途径</span>等。软文营销<span style="color: black;">区别</span>于软文推广，只要写出软文投放出去<span style="color: black;">就可</span>，而应有一个完整的营销策划流程，含5<span style="color: black;">过程</span>：<span style="color: black;">知道</span>目的→市场调研→软文写作→软文投放→效果<span style="color: black;">评定</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1. <span style="color: black;">知道</span>目的——理清楚<span style="color: black;">这次</span>软文写作目的</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">企业在<span style="color: black;">各样</span><span style="color: black;">状况</span>下均需采用软文营销，如新<span style="color: black;">制品</span>上市，大型活动，<span style="color: black;">乃至</span>遭遇公关<span style="color: black;">危险</span>等，利用软文营销<span style="color: black;">达到</span>到<span style="color: black;">关联</span>目的。<span style="color: black;">通常</span>软文目的有三方面：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（1）宣传品牌，扩大品牌知名度美誉度（含<span style="color: black;">危险</span>公关）；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（2）宣传<span style="color: black;">制品</span>，拉动<span style="color: black;">制品</span><span style="color: black;">营销</span>；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（3）宣传活动，扩大活动影响力；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">目的<span style="color: black;">区别</span>，软文的写作方向<span style="color: black;">亦</span>会有所<span style="color: black;">区别</span>。如目的为品牌推广，软文写作内容中则会<span style="color: black;">明显</span>展示品牌故事、创始人经历、品牌价值观等，而目的为宣传产品时，则<span style="color: black;">思虑</span>在软文中<span style="color: black;">明显</span><span style="color: black;">制品</span>卖点或<span style="color: black;">关联</span>体验，宣传活动则侧重在活动卖点的挖掘和延展上。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2. 市场调研——收集<span style="color: black;">关联</span>信息</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">确定软文写作目的后，还应做<span style="color: black;">关联</span>市场调研，<span style="color: black;">认识</span>清楚企业<span style="color: black;">自己</span>值得写作的点，<span style="color: black;">目的</span>人群可能会关注的点，并且还可借鉴竞争对手的做法，以<span style="color: black;">评定</span>此次软文的选题，内容方面<span style="color: black;">必须</span>重点强调的点。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">通常</span>而言，可从三个方向做市场调研：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（1）企业品牌<span style="color: black;">自己</span>：<span style="color: black;">熟练</span>企业<span style="color: black;">自己</span>是软文营销的<span style="color: black;">基本</span>功课。写软文前先彻底<span style="color: black;">熟练</span>企业品牌<span style="color: black;">自己</span>，可<span style="color: black;">经过</span>企业内部人员一对一沟通或会议沟通，快速<span style="color: black;">熟练</span>品牌<span style="color: black;">自己</span><span style="color: black;">特殊</span>、历史、<span style="color: black;">制品</span><span style="color: black;">特殊</span>等，<span style="color: black;">亦</span>可<span style="color: black;">经过</span>现有客户<span style="color: black;">认识</span><span style="color: black;">日前</span>品牌的印象。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（2）<span style="color: black;">目的</span>人群：<span style="color: black;">认识</span><span style="color: black;">目的</span>人群特征是软文营销调研<span style="color: black;">周期</span>的重要工作内容。如<span style="color: black;">熟练</span><span style="color: black;">目的</span>人群的年龄、职业、生活状态及关注点等，这决定了<span style="color: black;">将来</span>软文投放<span style="color: black;">途径</span>的类型，<span style="color: black;">亦</span>决定了后期软文写作的选题。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（3）竞争对手：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">认识</span>竞争对手推出的软文内容，写作<span style="color: black;">办法</span>、投放<span style="color: black;">途径</span>，做到知己知彼，<span style="color: black;">重点</span>用来借鉴。如vivo新出手机X9s需做软文营销，<span style="color: black;">认识</span>竞争随手则会把国产同价位手机列出，结果会是：OPPO R11、华为nova2、一加手机5，小米手机6等，<span style="color: black;">而后</span>分别<span style="color: black;">根据</span>这些手机型号关键词在搜索引擎上进行搜索，<span style="color: black;">亦</span>可在品牌官方<span style="color: black;">博客</span>、<span style="color: black;">微X</span>公众号进行查看，<span style="color: black;">瞧瞧</span>同类竞品重点<span style="color: black;">表现</span>手机<span style="color: black;">那些</span>特性，并且分析搜索到<span style="color: black;">关联</span>软文的侧重点及写作<span style="color: black;">办法</span>，将有利于拓展软文写作思路。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">动动脑，练习一下：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span><span style="color: black;">必须</span>寻找收集竞争对手的软文，你会<span style="color: black;">经过</span><span style="color: black;">怎么样</span>的方式去寻找？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（1）百度搜索品牌关键词进行搜索；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（2）官方网站、<span style="color: black;">博客</span>、<span style="color: black;">微X</span>公众号等进行搜索<span style="color: black;">查询</span>；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（3）各大<span style="color: black;">媒介</span>上进行搜集；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（4）其他方式。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3. 软文写作——着手<span style="color: black;">详细</span>内容框架搭建</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当<span style="color: black;">认识</span>软文写作目的，并且进行了市场调研，<span style="color: black;">把握</span>了企业<span style="color: black;">自己</span>资料，<span style="color: black;">目的</span>人群特点，以及竞争对手的做法，则可进行软文选题，搭建内容框架，确认标题。如写作者拿不定主意可召开讨论会<span style="color: black;">一起</span>确定。但开会前写作者<span style="color: black;">亦</span>应将之前的调研做一次整理，并列出自己的<span style="color: black;">详细</span>思路。围绕着一个主题，将<span style="color: black;">区别</span>的写作<span style="color: black;">方向</span>列出，在会议上进行讨论和<span style="color: black;">选取</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">确认选题后，可做<span style="color: black;">详细</span>软文大纲，<span style="color: black;">包括</span>：标题、内容结构、结尾<span style="color: black;">怎样</span>写作以及<span style="color: black;">详细</span>的金句提炼，并且<span style="color: black;">按照</span><span style="color: black;">状况</span>充分<span style="color: black;">思虑</span>软文的故事性、传播性。确认后即可<span style="color: black;">起始</span>进行<span style="color: black;">详细</span>软文写作。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4. 软文投放——进行<span style="color: black;">媒介</span>组合及投放把控</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">软文写作完成后，即进入下一环节：软文投放。<span style="color: black;">区别</span>的<span style="color: black;">媒介</span><span style="color: black;">途径</span>、风格<span style="color: black;">亦</span>可能直接决定了软文内容的写作。如情感类自<span style="color: black;">媒介</span>及行业干货类自<span style="color: black;">媒介</span>风格<span style="color: black;">区别</span>，软文内容则<span style="color: black;">不可</span>用同一个软文来进行投放。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此呢</span>，在做软文投放时，应<span style="color: black;">按照</span><span style="color: black;">目的</span>人群，<span style="color: black;">选取</span>合适的<span style="color: black;">媒介</span><span style="color: black;">途径</span>进行投放，并且在投放时间和<span style="color: black;">媒介</span>组合上<span style="color: black;">必须</span>进行<span style="color: black;">必定</span>的规划，做到软文符合<span style="color: black;">媒介</span>调性，有节奏的进行推广。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5. 效果<span style="color: black;">评定</span>——对软文营销效果的评定</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按照</span>软文目的<span style="color: black;">区别</span>，对软文投放的效果进行<span style="color: black;">评定</span>。如活动目的为品牌传播，则<span style="color: black;">评定</span>软文阅读量、转发率等，以<span style="color: black;">评估</span>软文整体效果，对<span style="color: black;">将来</span>软文营销工作会有更有效的<span style="color: black;">目的</span>预设及<span style="color: black;">评定</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以上五点是企业软文营销<span style="color: black;">平常</span>5<span style="color: black;">过程</span>。为便于记录软文及<span style="color: black;">自动</span><span style="color: black;">检测</span>，可参考软文策划表进行填写，如表9-1。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;">
<div style="color: black; text-align: left; margin-bottom: 10px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">软文营销策划表</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">工作项目</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">详细</span>内容</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">备注</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">软文目的</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一般</span>有：品牌传播、<span style="color: black;">制品</span>推广、活动推广，选其一<span style="color: black;">就可</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">软文<span style="color: black;">目的</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">量化的数据指标，如：阅读量10万以上，<span style="color: black;">营销</span>量3万等。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">目的</span>人群特点</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">年龄：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">性别：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">职业：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">常去<span style="color: black;">地区</span>：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">A、线下：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">B、线上：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">选题方向</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">找到企业与<span style="color: black;">目的</span>人群的可沟通点，<span style="color: black;">例如</span>：洗发水可让<span style="color: black;">目的</span>人群头发更柔顺。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">内容框架</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">如，用总分总式、并列式等<span style="color: black;">区别</span>内容框架。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">软文投放<span style="color: black;">途径</span><span style="color: black;">即时</span>间</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">如投放<span style="color: black;">途径</span>单一，则直接填写<span style="color: black;">这里</span>表，如<span style="color: black;">触及</span><span style="color: black;">海量</span>投放平台及<span style="color: black;">长时间</span>时间规划，此项可额外列表，<span style="color: black;">做为</span>附表填写<span style="color: black;">这里</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">花费</span>预算</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">将软文投放<span style="color: black;">详细</span><span style="color: black;">花费</span>填写进来。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">软文<span style="color: black;">评定</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">此处填写软文投放后<span style="color: black;">详细</span>数据表现效果。</p>
</div>
</div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">表9-1：软文营销策划表</p>
</div>
回顾过去一年，是艰难的一年；展望未来，是辉煌的一年。 你的努力一定会被看见，相信自己，加油。 一看到楼主的气势，我就觉得楼主同在社区里灌水。
页:
[1]