Marketing Skills of Network News
Source: Shangpin China |
Type: website encyclopedia |
Time: January 12, 2016
To improve the click rate of online news, we need to follow some principles, from the title, introduction to the body content network marketing Skills. If you do these things, you are half done.
1、 Have a good title
The title of the news Website construction Information transmission plays an important role. Only titles that attract netizens' eyes can be clicked. The titles of online news should keep up with the changes in the information age. For some plain news, you can work hard on the titles to attract the attention of netizens.
1. Do not copy others' titles directly
Even if some news is reproduced, the title should be re edited according to the characteristics of your website. Although the content of online information is the same, netizens choose whether to click through the headlines when reading news. Assuming that this news has been read on other websites, if you use the same title as other websites, you will not attract readers to read it again. To judge whether news is popular, click is the first element. For example, for the news about the promotion of the iPhone 4 on the National Day, the headlines of several portal websites are different: Tencent's headline is "the second of the iPhone 4 in the top 10 best-selling mobile phones in a week", and Netease News's headline is "the list of the most expensive mobile phones with the iPhone 4 dropping by 1100 yuan on the National Day". For titles like this, each platform will attract netizens to click and read to the maximum extent according to its focus and the decentralized characteristics of the audience of online news.
2. Note the length of the title
The title of online news cannot be too long or too short. Different from the number of words in news headlines in newspapers and magazines, which can be adjusted at any time according to the layout, online news should be able to accurately express the essence of news content in one sentence, not more than 20 words. If two short sentences are needed, they should be separated by spaces or commas. Too few words are easy to cause unclear expression of meaning, which will also affect the overall layout effect of the layout; If you prefer to count too many words, you will not be able to display all the content because of the word limit of the news title. For example, in a game news, the full text of the title is "Cash delivery in the first month is popular: new promoters give 100 veteran promoters a 70% dividend". However, when displaying the title, the program restricts the display to add a Chinese character, so when publishing news, if the title is completely copied, the text behind the title will be automatically truncated, resulting in unclear meaning; If the title is directly changed to "cash delivery in the first month is very popular" when it is released, it will not be able to clearly express the strength of the reward. It lacks the entry point to attract players and promoters.
3. The title should focus on the key points and avoid running books and exaggeration
The function of the title is to use the most concise language to express the key points of the body content and catch the hot spots. For example, "double cards and double waiting for Philips' super long standby F511 is only 1198". The news content can be known from the title of the news, and even the information to be conveyed can be known without reading. For Philips, the number of clicks is not particularly important. Through the title of the news, the goal of the information to be conveyed has been achieved. Another example, "Lenovo computer+1 yuan is a big gift" It is far from the effect of "Le+1 is really powerful! Lenovo's B5 all-in-one computer reported 8999 yuan".
4. Surprise and find the hot spot
In the news sites generated by using programs, the layout and format of news are mostly fixed, and the font and size can't be selected randomly like traditional news media to attract the attention of netizens. If you want to attract the attention of readers in a large number of news, you should focus on the content of the title. For example, "Let Wang Laoji disappear from the shelves in China! Seal it!" and "Wang Laoji, you are cruel. These news headlines are obviously the opposite of what they say. Through such headlines, netizens are attracted to read and click, which has brought great sales volume to Wang Laoji.
5. Avoid being irrelevant
When editing the headlines of online news, many people misunderstand that the bigger the gimmick, the better, and the more exaggerated the better. In fact, in the post bar marketing, blog marketing and forum marketing, in order to attract the attention of netizens, they often do this on the title. However, in online news, due to the characteristics of online news, although the title will attract netizens to click, if the content of the article is obviously inconsistent with the title, it will cause netizens to have political meaning and misunderstanding when reading the news, which will make netizens question the integrity of the enterprise when it comes to brand promotion. In this way, although the title has attracted the most hits, it has a negative impact on the brand of the enterprise, which is counterproductive. The title naming of network news is a skill. With the increase of information supervision on the Internet, the title needs to be true and vivid, rather than exaggerated and too innovative.
2、 Doing well in content is the top priority
Online news is mainly written, supplemented by pictures and videos. If pictures, Flash animations, videos, etc. will first attract the attention of netizens, but pictures can only express some of the themes, Shidun will take a secondary position in attention due to the length, content, and network speed.
The way to survive online news is to focus on current affairs and make the main body of online news refined and detailed on the premise of good headlines. For example, during the nationwide rescue of the huge mudslide disaster in Zhouqu, Gansu Province in 2010, Tencent's news channel highlighted the theme of "sailing together through thick and thin, connecting the heart" with pictures at the head of the website, and used focus ads and the latest video to display dynamic pictures and video news on the left, attracting the attention of most netizens who pay attention to this theme. However, no matter how fascinating the headlines of online news are, the detailed understanding of events still needs to be through reading the news based on words. Therefore, doing a good job in content is the top priority to attract netizens.
The following skills should be paid attention to in order to do a good job in the body of online news.
Tip 1: Avoid too long content
Because of the time and quantity of news and information updates on the Internet, it is difficult to attract netizens' attention if long texts are used to describe events. We should try our best to simplify the text, make a long story short, and display the information completely in front of netizens in a short time. Of course, if the content of the information can not be completely expressed in short stories, it can be expressed in stages, levels and angles through several network news in the form of special topics, pages and other forms. For example, "Chang'e-2" lunar exploration, such a big news cannot be expressed in a single piece of news. Many websites have made a special topic for this event, using text, pictures and videos to express the information during the event in stages, so that netizens can learn more information. For example, Sina. com has produced a special topic of "The Closer the Moon is, the Full Broadcast of Sina Chang'e 2", and launched real-time news reports, wonderful atlases, video topics, expert interviews, analysis and comments, micro blog attention, mobile phone broadcast, 3D full simulation, etc., to facilitate the understanding and interaction of Internet users on the launch process of Chang'e 2, as shown in Figure 2.21.
Skill 2: Pay attention to the arrangement of online news
Like students' compositions, online news needs quotation, body and end. With a compelling title, when you start editing news, you first need to use the most concise paragraph at the beginning to summarize the core content of the full text, so as to provide the most valuable information for readers. Secondly, it describes the detailed content of the whole news with elements with clear hierarchy and rich content. At the end of the article, I will make a summary of the whole news and express my own views and positions.
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