What kind of content is in line with the trend? At a deeper level, it refers to content that can accurately solve users' reading pain points and provide users with a better reading experience.
1. What are the reading pain points of users?
Different from the previous way of concentrating on reading, the biggest feature of fragmented reading is the fragmentation of reading time. As a result, the number of readings increased sharply, the time of single reading decreased sharply, and the speed of reading accelerated.
From this point of view, there are three main reading pain points for users under the new trend, namely stimulating keywords, highly concentrated content and frequent reading channels. It is these three pain points that need to be solved accurately in the promotion of soft text.
Stimulating keywords are mainly index questions, that is, there is a word or phrase that users can be interested in at a glance. For example, for those who want to learn brush calligraphy, "learning Yan Zhenqing regular script in 7 days" is an irritating key word. But it should be noted that this and the title party are two completely different concepts.
Highly concentrated content refers to the content that enables users to understand the opinions or ideas to be discussed in the whole article in a short time. Regular reading channels refer to common channels for obtaining content, such as official WeChat account, Weibo, or self-media app.
Second, how to accurately solve the pain points of users?
To solve these three pain points and provide users with the content they need, the promotion of soft text needs targeted measures.
For stimulating keywords, it is necessary to conduct market research first, or understand the most urgent needs of users through hot word analysis, so as to extract keywords.
For the channel of frequent reading, we can cooperate with the soft text publishing platform to find a matching publishing channel, which can solve this pain point well.
Among these three pain points, the most difficult thing to solve in soft text promotion is highly concentrated content. When users are attracted by a wonderful title by regular reading, how to make users interested in the content of the whole soft article in a short time, or to quickly understand the views and ideas he wants to express?
This requires highly concentrated content to appear in the most conspicuous position, so that users can see it at a glance and understand it immediately after clicking in. The form that can be adopted is to explain a background at the beginning of the article, then create a conflict from this background, use the conflict to make users feel exploration or doubt, then provide methods and answers to solve this conflict, and finally draw out the views and ideas to be expressed.
Third, how to create conflicts?
Why are there conflicts? In fact, it is because there are two opposing sides, or the old and new opposition. When explaining the background, it is necessary to reflect this opposition and opposition. For example, "the development of new media has promoted the wide application of soft text promotion in enterprise promotion, while the hard and wide under traditional media is increasingly unpopular with small and medium-sized enterprises."
After the conflict, there will be questions, such as "why hard and wide are not popular" and "why soft texts are widely used". At this time, it is time to provide methods or answers. Of course, this method is only a central discussion and will be discussed in the next chapter.
In this way, the whole process of creating conflicts is completed. However, it should be noted that in this process, there is no need for too much ink, and basically a sentence is a link.
In the era of fragmented reading, in order to play a better role, soft text promotion must make adjustments and changes, which can accurately solve the pain points of users' reading and improve the reading experience.