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}
				
当前位置: 首页 > 新闻 > 业界动态
言之无文行而不远 被忽视的网页文字内容写作
时间:2012-06-14 10:30:28
文章发布:
原创作者:未知
来源:互联网
      虽然目前号称“读图时代”,视频、音频、图片等各种互联网表现形式势不可挡,但互联网占绝对统治地位的还是文字。直观例子就是,目前主导搜索引擎的还是关键词形式“文字网页”搜索,“内容只是无意义穿插关键词”的spam大行其道也正证明了这一点。
      网站内容很重要,很多站长、SEOER也这样说,可事实上并没有真正重视网站文案写作的,他们更加在意的还是各种迅速提升网站关键词排名的“SEO技巧”。
      网站文案写作的确简单,就是将产品服务介绍清楚了,让人了解,并产生购买动机,并不需要妙笔生花的文字描述。
但“简单的事情总是不容易”,为什么淘宝客会被百度大规模K站,百度搜索工程师Lee表示,并不是百度对淘宝客网站有偏见,而是因为太多毫无新意的重复内容,这就是不重视文案写作的严重后果。
的确,网站(网络营销)文案写作讲究的是简明扼要,但不等于可以打马虎眼,不等于不需要下功夫,更何况文案写作还肩负着让网友认同自己网站产品服务,成为自己客户,甚至这还不算远,最后还主动为网站无偿宣传的功能,因此,必须对文案写作给予足够重视。
     中国先哲们早意识到语言文字在媒介传播中的作用,孔子曰:“言之无文,行而不远”——不仅强调“布堂堂之阵,举正正之旗”,师出有名的权威性;更要追求讲究文字的“可读性”与“趣味性”,只有这样,才可能流传更远,影响更广。因此中国历代文人阐述自己观点时,不仅要求清楚地表达自己的观点;而且还十分看重文章的遣词造句,修辞典故,甚至希望用一个个寓言故事让人轻松地明白自己所说的道理。譬如“拔苗助长”、“南辕北辙”、“刻舟求剑”等典故,流传至今的不仅仅只是这些典故、寓言,一并流传下来的还有讲述故事主人公当时的主张观点——如李斯上呈秦王赢政的公文《谏逐客书》,不仅成功地说服了秦王收回了“逐客(驱逐非秦国策士)”政策,而且其中的名句“是以太山不让土壤,故能成其大;河海不择细流,故能就其深”,也成了流传千古的典故,完满地实现了“文字向远方说话”的意图。
      必须强调的是,这些经典的主人公当初想法很单纯,就希望更好地说服自己所针对的对象,为此,他们不嫌麻烦地字斟句酌,针对欲说服对象嗜好,精心准备,有意识地讲事实,摆道理,举例子,最后不仅起到了说服听众的绝佳奇效,甚至流传后世,成为了经典。
事实上,现在大家也逐步认识到网站文案写作的重要性了,好的文案写作例子也不少,如大家耳熟能详的杜蕾斯微博营销,汶川大地震期间“封杀王老吉”帖子,以及“飘零大叔”对差评的诙谐回复等。
但更多网站文案营销心情迫切,强调的是“快”,片面追求“吸引眼球”与搜索引擎收录量,各种“语不惊人誓不休”的“伪小资情调案例”无病呻吟,各种“内容只是无意义穿插关键词”的“标题党”,胡编乱造——以医院网站为代表的许多网站十分重视的“故事性营销案例”就是集大成者,这样的网站文案写作怎么可能真正吸引网友,只是招人讨厌而已。
       一个好的网站文案肯定快不起来——至少刚开始快不起来,不可能做到一天被搜索引擎收录几百篇的高产量,因为需要“到第一线去,到群众(用户)中去”,不断地了解产品性能、作用、制作过程,更多地了解用户需求与同行业整体发展水平,不能闭门造车,最后找到一篇又一篇自己的独特话题,字里行间针对用户需求,以专业权威的产品解释、真挚的态度真正抓住用户的心,有的放矢地强调自己产品特点,赢得订单甚至真心推荐,而不仅仅只是为“抓住眼球”而“抓住眼球”。
如此文案写作实施起来的确不容易——尤其是内容单薄的企业网站,而且持续坚持更难做到。但只要真正潜心进去,就一定能找到自己的独特卖点;甚至进一步激发网友为网站贡献内容的激情——无法想象,如果不是对网友心态与形势洞悉于心,对网络营销文案写作轻车熟路,如何能策划出当年汶川大地震时“消灭王老吉”的经典营销案例;更无法想象,如果不是文案写作抓住了网友的心,激发了网友参与,“消灭王老吉”活动又如何能火起来?
更重要的是,只要我们不断克服困难,将这样的内容构建过程坚持下去,不仅能不断从“积小胜为大胜”中找到自信,积累信心,更能逐渐形成自己独特的叙事风格与与众不同的境界。
      当所有人都已经掌握了SEO的基本技巧之后,竞争日益激烈之际,我们需要从根本地方做起,夯实基础,重新把“网络营销,内容为王”作为我们网站建设的信条,网站文案写作以足够的重视。ZAC说:“我的建议是,在网站上,尽量减少优化,把基本的地方优化了就行了,别做到极端,在内容、创意、外链上多下工夫”。
      也许有不少人会说,自己不会写作,不懂专业,只要肯学习,这些都不是问题,从头开始,从用自己的话来复述产品说明书上的信息开始总可以了吧——不要怕起点太低,只要坚持下去,上述这些问题都将不成为问题。
关键在于,我们真的打心眼里相信“网络营销,内容为王”的信条吗?
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