Copywriting is the core expression of content marketing; breaking articles usually refer to articles published on major Internet media, attracting a large number of users' attention and interaction in a short time, and exposing more than 10W+. This kind of explosive posts carrying certain marketing information are most common in tweets on WeChat public accounts, Toutiao and other self-media platforms.

Usually, the self-media field judges the success of an article based on whether it can reach 10W+ exposure. The exposure of an article is also a criterion for judging whether a public account is influential.

In the catering industry, the first batch of Internet catering brands almost all leveraged content marketing tools. For example, Xi Shao Ye, Funiu Tang and other catering brands have become famous in a short period of time because of a "superior" explosion.

ONE

What does the 10W+ explosion look like?

The entrepreneurial self-description articles of Master Xi and Funiutang have reached the reading level of 10W+ or even 100W+. Take Young Master Xi as an example, why did the 10W+ reading-level explosive articles catch the reader's attention?

On April 8, 2014, Xi Shaoye Roujiamo's first store "Wudaokou Store" officially opened. Three days before the opening, that is, on April 6, they posted an article "Why should I resign and sell meat tongs" The WeChat article of "Mo", based on the WeChat official account with only 51 followers, is only spread through Moments. The amount of reposting in two days exceeds two or three million, and the cumulative amount of other media's circulation exceeds 10 million within 30 days, almost instantly The single-store brand of Xi Shaoye has been pulled to a very high brand level.

What does this burst article look like? Let’s start with the original text.

Click to view the original link "Why should I quit my job to sell meat glutinous rice cakes"

After reading this simple article, it is not difficult for us to feel the determination of a man in IT technology to quit his superior job and devote himself to a catering business. They traveled all over Shaanxi to seek a teacher and spent half a year using 5,000 catties of flour and 2,000 catties of meat to pursue product standardization. They were very serious and moved. Therefore, in the face of such a "heart-wrenching" article, the surrounding friends almost 100% became the first loyal reposters of their brand, which also laid the foundation for the subsequent explosive spread.

It can be said that the grand queue of Xi Shaoye’s first store is largely related to this explosive article. Because the circle of friends has been maxed out, the IT circle of the founding team is almost all in the "center of the universe" in Wudaokou, so many people in the circle Everyone became the first batch of "curiosity" experience customers for the "moment dreams" of these young people. Immediately afterwards, various media also reported on the entrepreneurial experience of "IT men resigned and sold meat clips for more than 100 days and sold for 220,000 yuan", which made Young Master Xi hardly spend a penny, and only relied on a hot article to spread the whole restaurant. World.

Through the case, it is not difficult for us to sum up where the explosive article of Master Xi "exploded"?

1. An attractive headline party: The temptation index of the headline directly determines the lifespan of the article. Obviously, a headline like "Why should I quit my job to sell meat" is a very lethal headline party that can arouse curiosity. Reader’s desire to click.

2. An entry point with a strong sense of substitution: at the beginning of the article, I cut in directly with the "Train Arrival Prompt", and evoked the scene of my three years of working hard, and almost instantly evoked the memories of IT white-collar workers around "Wudaokou". These people are also their own precise target audiences, and facts have also proved that this entry point is very clever.

3. A fast-spreading carrier: This article detonated first from WeChat, thanks to the strong social attributes of WeChat and a large user base, this kind of information dissemination among acquaintances is more credible. This makes the spread of the news last longer.

TWO

3 preparations before creating an explosive article

Through the case of Master Xi, the value of the explosive article is beyond doubt. So, how should restaurant companies create explosive articles?

Generally, restaurant companies need to conduct research and analysis from three aspects before creating explosive articles. Based on the core advantages of the restaurant enterprise, the characteristics of the target audience, and the carriers suitable for delivery, they finally formulate a targeted explosive article marketing strategy.

The first preparation: a comprehensive understanding of the status of the enterprise

Through the self-diagnosis of the restaurant companies and the development trends of the sub-industry, a comprehensive grasp of the actual operating conditions of the restaurant companies, including the current market status of brand marketing communication, so as to quickly refine the differentiated characteristics and core advantages of the brand/product, and provide an entry point for the subsequent dissemination of explosive articles for reference.

Usually, restaurant companies have a set of very practical tools for article diagnosis, which is summarized as the "CPCNT burst article diagnosis system".

C (CUlTURE): The abbreviation of the English initials of the corporate culture. It sorts out the characteristic corporate culture of the restaurant enterprise, including corporate values, vision and mission, and effective management methods, etc., so as to have a deep and three-dimensional understanding of the restaurant enterprise.

P (PRODUCT): Find out the restaurant’s most attractive dishes and services, including the restaurant’s signature dishes, the most attractive dishes, the most story-telling dishes, and services that are clearly different from competitors, as follow-up The top priority of article packaging planning.

C (CEO): The CEO of a company can be regarded as the spokesperson of the brand. Whether it is the founder or the externally hired CEO, he should make a systematic review of his business experience, personal speech, life motto, industry status, etc. Analyze and dig out the shining points of the CEO who have the spread of explosive articles.

N (NEWS): An enterprise is a continuously operating social organization. Catering companies are preparing and serving products every day. There will be new product launches every month/quarter. During festivals or large-scale social events, restaurants will also carry out various activities. Such promotions or marketing activities, the restaurant will also actively participate in the award selection of various industry associations at the end of the year, etc. These are the news of the restaurant companies, and these dynamics will be the living material for the creation of explosive articles.

T (TREND): Has there been any major events in the catering industry recently, what development trends the industry is currently developing, what is the position of its own catering brand in the industry, what are the catering brands that have done well in the industry, in a few years or in the future What kind of goal the restaurant will achieve in a few years, etc., are the basis for subsequent creation of explosive articles.

The second preparation: a comprehensive study of target consumers

Through the research of the target audience, we should first identify the core consumer groups of the restaurant, and then fully understand the concerns, interests, behavior habits and consumer psychology of this group of people, and form a consumer portrait, which will be used as a follow-up article to write , Media placement selection provides a reliable basis.

1. Points of concern: what information these people usually pay attention to, what information they are more interested in, whether it is entertainment gossip or financial and real estate information.

2. Points of interest: What are these people's usual hobbies and what things in our restaurant can arouse their interest.

3. Behavior habits: These people usually choose restaurants through which channels, what kind of travel methods they usually choose, what types of people they will eat with, and what channels will they use to obtain information, etc.

4. Consumer psychology: What are the key factors that can determine their choice of restaurant, and what factors can make them feel good about the restaurant/product and generate purchase behavior? What is the reason for them to choose to eat in the restaurant again.

The third preparation: understand the release carrier

Whether an article can reach the target audience depends on what carrier is delivered. Therefore, the delivery carrier also affects the exposure of the article to a large extent. The different publishing carriers determine different user groups. For example, even if they belong to the same self-media, the user population of the official account and the headline account and the reading habits of the user population are also different. The content of the official account is biased towards in-depth good articles, and the content of the headline account The nature is mostly biased towards hot spots. Therefore, in order to maximize the exposure of the article, it is necessary to clearly understand the situation of the publishing carrier, and determine the style of the article according to the type of carrier.

With the rapid development of network technology, the carriers of content marketing release have become more "networked" and more diverse. The online platform based on self-media has become a rich source of explosive articles.

1. From the media

Since the media is a media platform that has emerged in recent years, and has quickly become the mainstream position of marketing. We-media platforms including Weibo, WeChat, Xiaohongshu, Baidu Baijiahao, Today’s Toutiao, Sohu, Dayu, Zhihu, etc., are receiving complicated marketing information every day. Among them, Weibo is a relatively open interactive media, WeChat is a new media with a strong relationship, and Toutiao today is a comprehensive new media that is biased towards aggregation. Compared with traditional Internet marketing, marketing strategies that use self-media as a publishing vehicle are mostly centered on consumers and consumer needs, and have a relaxed tone of strong entertainment and strong social interaction. Therefore, we saw Master Xi's article "Why should I quit and sell meat and buns", which is more like an entrepreneurial story stating my own journey. In these platforms, users generally have the dual identities of "readers" and "authors". In the eyes of users, such platforms are more participatory and more "down-to-earth."

2. News media

Before the prevalence of self-media, online portals including Sohu, Netease, and Tencent were the main resources for content marketing. Compared with the relaxed tone of self-media, these media are more rigorous and serious. Mainly refers to all kinds of news media with online news attributes, such as Sina.com, Tencent.com, Sohu.com, Phoenix.com, People.com.cn, Shenzhen News.com, etc. Generally, news media is divided into 3 categories:

(1) First-tier national media: media such as Sina, Tencent, Phoenix.com and other national-oriented media.

(2) Local information media: similar to local media such as Shenzhen News Network and Shenzhen Window.

(3) Vertical industry media: similar to self-media such as catering industry and professional catering network, it is also a kind of vertical industry media.

3. Forum: mainly refers to forums such as Baidu Tieba, Tianya Forum, and Maopu.

4. Q&A platform: mainly refers to all Q&A platforms such as Baidu Q&A and Zhihu.

Among the above four types of network carriers, the main battlefield for the dissemination of explosive articles is mainly distributed in the self-media. The latter three carriers are only used as auxiliary article dissemination due to the relatively low user volume and activity. The user population of each carrier is different. In the process of content marketing, restaurant companies should fully consider the attributes of the audience, and reasonably select creative entry points and writing styles.