The function of sponsored content is determined by its nature, simply put it's for publicity and promotion. According to the mainstream demands in practice, Brother Bao specifically divides it into four aspects. First is building and maintaining brand image. Large well-known enterprises value the carefully cultivated brand image as their life, and growing small and medium-sized enterprises are all painstakingly trying to enhance their brand influence and reputation. By systematically publishing soft articles that reflect the positive image of the enterprise, especially those that reflect the status and strength of the enterprise, as well as charity, public welfare, love, etc., can effectively achieve this purpose. Currently, almost all enterprises adopt this method. It can be said that many of the positive messages about enterprises and brands on the Internet are generated in this way, accounting for about 50%. Brother Bao won't give examples here, careful observation will reveal them. Of course, the enterprises referred to here are non-monopoly enterprises that still face competitive pressure, such as China National Petroleum Corporation doesn't need any soft articles, regardless of how the people evaluate it, it remains unmoved with privileges in hand, why? Thick-skinned and black-hearted! Second is promoting products and guiding consumption. This type can be further divided into two kinds, one is for products in the market development period, which need soft articles to inspire consumer demand. For example, at first, Jiu Yang soy milk machines mainly focused on the benefits of drinking soy milk in the morning and the advantages of making soy milk themselves when issuing soft articles. The second is in fields where similar product competition is fierce, which needs to highlight the product. For example, currently in the fiercely competitive soy milk machine market, Jiu Yang's soft article direction is to highlight the industry leading position and the comparative advantage of the product. In short, the purpose of this type of soft article is to guide the public to recognize the product and generate purchasing desire. Now, the soft articles of weight loss products flying everywhere, and health products that claim to make DD longer and thicker are also for this purpose, but Brother Bao does not write these products' soft articles! The reason, well, it's a matter of integrity. Third is creating topics to ignite hot spots. Speculation first needs a story, and then the story needs to be spread through various channels (mainly the Internet). Therefore, in almost all speculation planning cases, more than half of the content is soft article writing and release plan, for example, according to the speculation progress, what theme of articles should be published in the media at a certain time period, etc. The myriad attentions on Sister Feng and Guo Meimei are all the results of carefully planned speculations, among which soft articles play an important role! It should be noted that in the current environment where the media is generally vulgarized, the soft articles of topic speculation are more often like a spark, once burned to a certain degree, various media will flock in without spending money and help for free! Of course, how to ignite the spark is very particular. Fourth is optimizing the website to improve weight. This kind of soft article has a relatively low level in the field of soft articles, and the requirements are also simple, timely publish articles with keyword hyperlinks on high-weight portal sites, its essence is external link optimization. Brother Bao once did this kind of soft article for Long Hong Vision TV Stick for three months, within those three months, when searching for TV sticks, the official website of Long Hong Vision TV Stick was always ranked first. Later, due to the relevant departments cracking down on TV stick products, Brother Bao actively implemented the official instructions and terminated this order. With the strict restriction of hyperlinks by portal sites, it is now inconvenient to do this kind of soft article. The reason why some people still want to do it is because they want to promote and hang external links at the same time. Actually, Brother Bao does not approve of this practice.