There is only one principle that will help you from day to day to generate excellent content for your blog: approach the creation of materials on traditional media patterns. What does it mean? Only one thing - that your team should learn how to work like a professional editor. We will talk about the mistakes that are most often made by those who have not yet made this principle fundamental in their work on the site.
1. No matter how good it is, it is important that it be a lot.
This is the first disastrous catastrophic in its consequences that often prevails among those who begin to engage in content marketing. Some believe: you can forgive yourself for negligent attitude to the quality of content, because the main thing is its quantity.The more, the better - with reference to web content, this is not quite the correct statement. Another is true: the more good the better. And more correctly: even less, but better.
Do you understand where this error comes from? It stems from a traditional search engine marketing perspective on things: the more pages in the index, the better.
Yes, better. But other things being equal. 750 factors in Yandex influence the ranking of sites in search results. And often betting on one thing means neglecting something else important. A large number of pages in the index is a great thing. But what if all this content is written not for people, but for the sake of key phrases and the growth of pages in the index? Unless in this case, the content (the quality of which can be evaluated by Yandex, who has learned well how to work with semantics and understand how interesting the page is for the user) will not be a direct signal to the search engine that there is a GE in front of it?
But for the sake of justice, it must be said that super-quality content will not give you anything special if you neglect the complex actions to improve your site. In other words: quality content is important, all other things being equal.
2. The Internet has canceled all previous patterns.
Another misconception: it is impossible to approach with the traditional patterns to something on the Internet, because the latter by the very fact of its existence refutes the traditional patterns. The Internet actually canceled the paper format, introduced new genres, made interaction with the audience interactive. It would seem that a fundamentally new approach should be in the principles of creating texts for the web. But it is not. The Internet canceled the paper, but did not cancel what was on paper. With genres everything is much more complicated - none of them was canceled, but almost everyone transformed: the article became laconic and informative, the “extra” descriptiveness disappeared from it, and the news acquired a unique feature — it allows you to not read your main text at all, recognizing all just the right information from the title alone. Traditional media patterns did not die, they only changed, adjusting to the new environment in which the principle of saving time and information noise reigns. Good old-fashioned professional journalism has not gone away. She just migrated to the web and became online journalism. Only there good content is possible, where they are approached in a journalistic way. And interactivity, which provides an instant response from the audience, allows you to keep abreast of and quickly respond to the needs of people.
But it would be wrong to say that the work of the team for the implementation of content marketing strategy is no different from the work of the traditional editorial board of the offline edition. Of course, different. In two things:
- More intense pace of work.
- The presence of specialists who are simply not needed in offline editions: web analysts, content managers (layout on the web is very different from the layout of the traditional paper edition).
The rest of the principles of working with content are the same:
- Formation of the editorial plan of publications for the quarter ahead.
- Work with sources (in the web - market monitoring, analysis of competitors' sites, interviewing experts).
- High frequency of publications in the blog.
- A bet on relevant materials (newsjacking can give even a short-term, but truly explosive growth in traffic, caused by the interest of the audience to discuss the relevant topic).
- Work with copywriters who create interesting content for people, not for keys, that is, with copywriters who are essentially online journalists.
- The presence of the editor in the state.
- Professional approach to the layout of materials.
3. The very fact of the appearance of content in the blog is important, everything else is nonsense
Yes, this is the third mistake: write two or three articles and a month later make a confident conclusion: content marketing does not work.
You will think it is stupid. But it meets at every turn. A person (say, a SEO who is tired to promote a website unsuccessfully using the methods of classical SEO and who decided to try to advance with content), who had previously written only essays at school on a solid three with a minus, takes and creates the article "On Brick".
It begins like this:
"Houses and other buildings are being built with bricks. It consists of mineral materials that have the properties of bricks ..."
Content marketing is not the creation of single materials. This is an ongoing job of generating and promoting content. Moreover, high-quality, professional, journalistic content. And the further - the more important the category of "quality" will become.