经验分享：软文投放，用600块做出2万的效果
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本文作者依据工作实践，结合<span style="color: black;">实质</span>案例分享了关于软文投放的<span style="color: black;">关联</span>经验，供<span style="color: black;">大众</span>一同参考和学习。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RdQFBdjF0zUy5e~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723822851&x-signature=lJnJq1U5peicyPSuXD21Awkw77s%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">软文投放指的是将<span style="color: black;">机构</span>自拟的软文，<span style="color: black;">经过</span>各大站点发布出去，<span style="color: black;">得到</span><span style="color: black;">揭发</span>，<span style="color: black;">提高</span>品牌知名度和背书的过程。软文投放是<span style="color: black;">制品</span>推广的一部分，是辅助效果<span style="color: black;">宣传</span>而存在的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">软文发挥效用的流程大致是<span style="color: black;">这般</span>的，当用户<span style="color: black;">经过</span>效果<span style="color: black;">宣传</span>看到某家<span style="color: black;">宣传</span>时，在决定<span style="color: black;">是不是</span>要<span style="color: black;">选取</span>这家时，会<span style="color: black;">经过</span>搜索引擎去找寻这家<span style="color: black;">机构</span>的信息，以判断<span style="color: black;">机构</span>实力<span style="color: black;">怎样</span>，可信度<span style="color: black;">怎样</span>。<span style="color: black;">此时</span>提前投放的软文会呈现到用户眼前，告诉用户，<span style="color: black;">选取</span><span style="color: black;">咱们</span>没错的，从而促成成交，软文投放的价值就在<span style="color: black;">这儿</span>了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">软文投放是每一家<span style="color: black;">机构</span>都有的需求，我做手游运营、APP运营和传统业务运营推广时，<span style="color: black;">机构</span>都投放过软文，投放效果因人而异。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">之<span style="color: black;">因此</span>会有这篇<span style="color: black;">文案</span>，是<span style="color: black;">由于</span>前段时间跟一个运营<span style="color: black;">伴侣</span>聊天，他在一家初创<span style="color: black;">机构</span>，资金不宽裕，为了<span style="color: black;">提高</span>企业知名度，拿出不小的预算，有接近一万元，写了篇软文投放了几个大<span style="color: black;">媒介</span>，结果最后百度搜都搜不到，感觉吃了大亏。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">咱<span style="color: black;">不可</span>做落井下石的事情，<span style="color: black;">无</span>嘲讽，只是安慰了几句，说<span style="color: black;">资讯</span>不收录很正常的。但我心里是明白的，<span style="color: black;">她们</span>想要的效果，我去投放的话200块钱就能搞定，<span style="color: black;">况且</span>收录的会很<span style="color: black;">美丽</span>，<span style="color: black;">详细</span>是怎么做的呢？<span style="color: black;">这儿</span>我拿之前做的一次软文投放为例，给<span style="color: black;">大众</span><span style="color: black;">仔细</span>的讲解下。</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">媒介交易平台</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当时<span style="color: black;">咱们</span>上线了一个投票活动，为了把<span style="color: black;">机构</span>的逼格表现出来，决定去投放<span style="color: black;">有些</span><span style="color: black;">媒介</span>，为活动的开展做下背书。<span style="color: black;">由于</span>是<span style="color: black;">第1</span>次做投票活动，万一参与人数过少，投入<span style="color: black;">非常多</span>的话就不划算，本着测试的<span style="color: black;">心理</span>，决定软文投放的预算<span style="color: black;">掌控</span>在千元以内，<span style="color: black;">实质</span>投放时花费600元。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当活动上线后，旁敲侧击的问了几个参与活动的用户，得到的回复基本上是：你们活动规模不小哇，得花了不少钱吧！我笑而不语，同行去做的话，估计<span style="color: black;">无</span>2万块钱做不到这种效果的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那样</span>600块钱投放出2万元的效果是<span style="color: black;">怎样</span>做到的呢？<span style="color: black;">首要</span><span style="color: black;">咱们</span>要<span style="color: black;">晓得</span>有媒介交易平台这个东西，<strong style="color: blue;">在<span style="color: black;">这儿</span>面<span style="color: black;">能够</span>筛选出性价比超高的<span style="color: black;">媒介</span>。</strong>如下图。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RlYyhBfDfZgiKf~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723822851&x-signature=%2Fhd5LkC%2Boeaeo1sHk2Ms1F1OIuw%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">能够</span><span style="color: black;">根据</span>行业，价格，地市筛选<span style="color: black;">媒介</span>。我当时做的投票活动，对外宣<span style="color: black;">叫作</span><span style="color: black;">报告</span><span style="color: black;">媒介</span>有：人民网、中国网、腾讯<span style="color: black;">资讯</span>、<span style="color: black;">外链论坛：www.fok120.com</span>网、凤凰网、MBA中国等15家<span style="color: black;">媒介</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">做推广就像搞艺术，艺术<span style="color: black;">源自</span>于生活，但高于生活。<span style="color: black;">资讯</span><span style="color: black;">报告</span>有<span style="color: black;">一样</span>的思路，基于事实的<span style="color: black;">基本</span>上，稍微美化下，但不做<span style="color: black;">太多</span>夸大，坑人的事情咱们不干。</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">投放二级、三级页面</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">上面那15个<span style="color: black;">媒介</span>若是找官方的编辑，投放到首页，价格<span style="color: black;">必定</span>不会低的。<span style="color: black;">然则</span>预算有限，怎么做呢？<strong style="color: blue;"><span style="color: black;">能够</span>投放二级、三级页面嘛，</strong>价格能低到几十元。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RlYyhCCBOe08R~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723822851&x-signature=woovMe0AxnpozeCGeIjOQ1RcAwA%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5<span style="color: black;">前门</span>户是我比较<span style="color: black;">爱好</span>的<span style="color: black;">媒介</span>，品牌背书强，发稿的价格<span style="color: black;">区别</span>栏目能相差10倍以上。<span style="color: black;">由于</span>不管是在哪个页面，都是属于<span style="color: black;">外链</span>网，<span style="color: black;">因此</span><span style="color: black;">大众</span>应该明白了<span style="color: black;">为何</span>我选出的15家知名<span style="color: black;">媒介</span>，<span style="color: black;">最后</span>投放价格<span style="color: black;">仅有</span>600元了吧，就找里面价格便宜的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>下面这个腾讯网，<span style="color: black;">大众</span>绝对想不到30元竟然就<span style="color: black;">能够</span>在腾讯网投放一篇软文了。</p><img src="https://p9-sign.toutiaoimg.com/pgc-image/RlYyhCe3r0OYEU~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723822851&x-signature=0W4QLWVUmdF%2FPKvlDBhsVZGKjXw%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">不可</span><span style="color: black;">由于</span>价格低就看不起人家，我的投票活动中的支持<span style="color: black;">媒介</span>：腾讯网，<span style="color: black;">便是</span>这30元带来的，<strong style="color: blue;">是基于事实的，<span style="color: black;">无</span>夸大其词哦。</strong></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">优先<span style="color: black;">选取</span>收录率高</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">选出低价的<span style="color: black;">媒介</span>是为了给用户一个交代，<span style="color: black;">亦</span>是为了节省<span style="color: black;">宣传</span>投放的预算。选出最低价的<span style="color: black;">媒介</span>就完事了吗？非<span style="color: black;">亦</span>，<span style="color: black;">咱们</span>做软文投放是既要面子，又要里子（收录）的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">由于</span>活动宣传只是一时的，活动结束后，<span style="color: black;">咱们</span><span style="color: black;">期盼</span>网络上依然有<span style="color: black;">咱们</span>的声音，<span style="color: black;">因此</span>在<span style="color: black;">选取</span><span style="color: black;">媒介</span>时，低价是一方面，收录率又是<span style="color: black;">另一</span>一方面了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">除了选出凑数的几个媒体，剩下三分之二的<span style="color: black;">媒介</span>会<span style="color: black;">选取</span>收录率在100%的，是什么意思呢？意思<span style="color: black;">便是</span><span style="color: black;">文案</span>发布后，百分百会在百度检索到，这其实是<span style="color: black;">平常</span>软文投放的核心指标了。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RlYyhD65q1k4PH~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723822851&x-signature=5rN4FxrW8rMYdKiDi%2FiikJTJ%2BZQ%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">如上图，<span style="color: black;">一样</span>是腾讯网，三个栏目的价格分别是80元、96元、104元，收录率最高为75%，100%，25%。看到<span style="color: black;">这儿</span><span style="color: black;">大众</span>明白了吗？<strong style="color: blue;">价格接近的<span style="color: black;">状况</span>下，优先<span style="color: black;">选取</span>收录率高的。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>，中间的<span style="color: black;">媒介</span>是比较理想的，试问，<span style="color: black;">倘若</span>软文<span style="color: black;">不可</span>被收录，那投放软文的<span style="color: black;">道理</span>在哪里呢？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我<span style="color: black;">平常</span>投放软文的时候，都会<span style="color: black;">选取</span>下面这个选项，包<span style="color: black;">资讯</span>源收录，意思是<span style="color: black;">必定</span>会在百度<span style="color: black;">资讯</span>里面检索到。“包”的意思<span style="color: black;">大众</span>应该能理解，<span style="color: black;">便是</span>无效退款的那种，只要还有一口气在，就<span style="color: black;">必定</span>想办法给你收录了的那种。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RlYyhdY17SVcjH~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723822851&x-signature=j8%2F39L855eh%2FsLZ1zAYsCgONk3E%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">600元钱，就<span style="color: black;">这般</span>在媒介交易平台选出了3~4家充数的，以及10来家收录的，<span style="color: black;">这般</span>既<span style="color: black;">保准</span>了有大<span style="color: black;">媒介</span>背书，<span style="color: black;">同期</span>又<span style="color: black;">保准</span>了活动的收录效果。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">此刻</span>在百度搜<span style="color: black;">咱们</span>活动的关键词，还有四条<span style="color: black;">资讯</span>在首页呢，这<span style="color: black;">便是</span>品牌背书，<span style="color: black;">亦</span>是真正花小钱办大事的<span style="color: black;">办法</span>，600块钱挺值。</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">留意百度收录<span style="color: black;">状况</span></h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">媒介</span><span style="color: black;">选取</span>好之后，联系客服帮忙出稿了。在<span style="color: black;">选取</span>媒介平台时，<span style="color: black;">亦</span>踩过<span style="color: black;">有些</span>坑。一个是各平台间同一个<span style="color: black;">媒介</span>的价格有差异，二是<span style="color: black;">协同</span>度不<span style="color: black;">必定</span>积极。之前有的<span style="color: black;">媒介</span>，稿件提交过去，好几天才发布出来，热点都过了。就像<span style="color: black;">此刻</span>的网红报价平台<span style="color: black;">同样</span>，参差不齐，头一次投放很容易踩坑。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在投放过程中，要<strong style="color: blue;">实时留意百度收录<span style="color: black;">状况</span></strong>。我的15家<span style="color: black;">媒介</span>周五上午提交的发布需求，到下午时候，百度搜活动关键词就有结果了。不得不说，<span style="color: black;">媒介</span><span style="color: black;">选取</span>对了效果确实事半功倍。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">另一</span>千万不要小瞧<span style="color: black;">有些</span>不知名的<span style="color: black;">媒介</span>，我<span style="color: black;">平常</span>投放<span style="color: black;">资讯</span>时，最<span style="color: black;">爱好</span>投放的是50元<span style="color: black;">上下</span>，收录率100%，知名度<span style="color: black;">通常</span>的<span style="color: black;">媒介</span>了，巨划算呐。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">几百元的投放预算<span style="color: black;">能够</span>投放十来个<span style="color: black;">媒介</span>，虽然百度收录率是百分百，<span style="color: black;">然则</span>展示哪个<span style="color: black;">媒介</span>是<span style="color: black;">无</span>规律可循的。<span style="color: black;">此时</span><span style="color: black;">媒介</span>投放的数量越多，百度首页的信息就<span style="color: black;">必定</span>越多，就像集火的战术<span style="color: black;">同样</span>。普通用户只<span style="color: black;">必须</span>看到有品牌<span style="color: black;">揭发</span><span style="color: black;">就可</span>，不会太留意发布的<span style="color: black;">媒介</span>是哪家的。</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">结合自<span style="color: black;">媒介</span>发布</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">软文投放除了付费投放，<strong style="color: blue;">还<span style="color: black;">能够</span>结合自<span style="color: black;">媒介</span>发布</strong>，双管齐下，真假难辨。自<span style="color: black;">媒介</span>属于免费的<span style="color: black;">资讯</span>发布平台，加上付费<span style="color: black;">媒介</span>，不管是预算少的小<span style="color: black;">资讯</span>，或是预算几千几万的大事件<span style="color: black;">资讯</span>，<span style="color: black;">一块</span>发布，网络<span style="color: black;">揭发</span>都很理想。要<span style="color: black;">晓得</span>自<span style="color: black;">媒介</span>平台不下十个，投一次付费<span style="color: black;">媒介</span><span style="color: black;">亦</span>是十个起投，二十多个<span style="color: black;">媒介</span>发一篇软文，百度检索不到才怪！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">最后，软文投放和效果<span style="color: black;">宣传</span>投放<span style="color: black;">同样</span>，都是有技巧的，<span style="color: black;">必须</span><span style="color: black;">持续</span>试错和学习。<span style="color: black;">倘若</span>是新手去投放，浪费一部分<span style="color: black;">宣传</span>预算是很正常的，我<span style="color: black;">第1</span>次做软文投放时，花了4000块钱投了2个门户网站，结果一言难尽。<span style="color: black;">不外</span><span style="color: black;">此刻</span><span style="color: black;">已然</span>是老油条了，毕竟投的多了就有经验了，想<span style="color: black;">提高</span>自己的<span style="color: black;">宣传</span>投放水平，<span style="color: black;">无</span>捷径，就一个办法，多投！</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">小插曲</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">深响在参加<strong style="color: blue;">人人都是<span style="color: black;">制品</span>经理2019年度作者评选</strong>，<span style="color: black;">期盼</span><span style="color: black;">爱好</span>深响的<span style="color: black;">文案</span>的<span style="color: black;">伴侣</span>都能来支持一下~</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">点击下方链接进入参选页面，点击红心<span style="color: black;">就可</span>为深响投票。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">每人最多可投<strong style="color: blue;">10票</strong>哦，登陆了之后就有5票，投完之后<span style="color: black;">能够</span>点击主页的<strong style="color: blue;">“再投5票”</strong>就有机会增加5张选票～</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">投票即有机会<span style="color: black;">得到</span>百万惊喜礼品&起点学院千元豪礼哦！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">投票传送门：<strong style="color: blue;">http://996.pm/7Wbnq</strong></p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;">#专栏作家#</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">老虎，<span style="color: black;">微X</span>公众号：老虎讲运营，人人都是<span style="color: black;">制品</span>经理专栏作家。专注运营推广一百年，精通运营的各个模块，数据、用户、推广，信手拈来，将运营推广玩转于手掌中。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本文由 @老虎讲运营 原创发布于人人都是<span style="color: black;">制品</span>经理。未经许可，禁止转载。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">题图来自Unsplash，基于CC0协议</p>
i免费外链发布平台 http://www.fok120.com/ 软文发布论坛开幕式圆满成功。 http://www.fok120.com
页:
[1]