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Which of these sums up your view on content production?
“Content is about quality, not quantity. We should be producing high value, authoritative content regularly, not publishing lots of short posts. Less is more.”
“Winning in digital media now boils down to a simple equation: figure out a way to produce the most content at as low a cost as possible.” (Digiday 2013)
Do you agree with first statement? Me too, until recently. But now I think we could be wrong.
The Washington Post now publishes around 1,200 posts a day. That is an incredible amount of content. My initial reaction when I read the statistic was ‘surely that is too much, the quality will suffer, why produce so much content?’ The answer seems to be that it works. The Post’s web visitors have grown 28% over the last year and they passed the New York Times for a few months at the end of 2015....
...When it comes to organic search, Google and other search engines place a premium on backlinks. They interpret backlinks as “votes” for the content.Of course, to generate backlinks, you must create content that prompts other digital properties to share your content with their audiences.
For the type of content that grades out as shareable, it’s typically not product information or a personnel announcement or an industry award — information we characterize as company-centric. Instead, it’s the type of business storytelling that’s useful or informative and ultimately helps people in their jobs.In short, thought leadership plays at the industry level, not the company level, ideally offering takes that can’t be found elsewhere.
Such dot-connecting points to blogging as one of the best platforms for thought leadership....
Serious professional bloggers need blogging automation tools to syndicate, share, amplify, and build traffic. Tools like Cision, Triberr, RSS, blog networks and an amplification strategy?
Have you noticed your corporate blog may be getting fewer comments? How’s traffic in general and what about that bounce rate?
Blogging by most is regarded as a one off, something that’s done to write about topics and position you and your company as a content authority (or maybe “context” authority). Companies that use blogs as a public relations strategy understand the importance of owned media for overall integrated marketing.
Today, however, there are factors contributing to a blog’s one dimension. Before we understand what that means, we have to know how you regard success...
How to Measure the PR Value of a Blog or a blogger. 7 steps and 7 metrics to examine.
We were asked an interesting question recently about placements on blogs and their impact:
“How do you measure the PR value of a blog?”
Most of the time, PR firms and practitioners measure an outlet’s capabilities on behalf of a client in terms of audience, in terms of the number of eyeballs that you’re in front of. That’s not irrelevant: a blog that has 0 readers will deliver 0 new audience members to you, and thus having some audience members is a good place to start. Let’s look more carefully at how you might measure a blog’s potential impact on your PR program through the lens of how SHIFT measures PR.Recall that we measure PR in 7 broad categories or buckets......
Save time. Blog better. The blogosphere is stuffed with tips for bloggers, but if you don’t have time to sift through 100,0000 articles,
Here are 50 quick-hitting blogging tips.
... True thought leadership is hard to come by. It requires proven expertise, not claims of grandeur by self-promoters who waste their time with sharing empty or obvious “insight” in their blogs, social media posts, and webinars. They make it sound like anyone can become a thought leader simply by leveraging effective content marketing strategies.
Content marketing does work, and works brilliantly — when you’ve got something of value to say. For thought leaders who truly have unique, insightful, or useful information to share, the web provides endless opportunities to show it (not just tell it) to the world.So where do you start?...
One of the most common obstacles to blogging is the feeling that you haven’t got anything to write about.I’m writing this post because this has been a hurdle I’ve encountered time and time again, even when the solution is so very simple. So deceptively simple you wonder why you had the problem in the first place.
So I’m going to share my own tips and techniques I use to help prevent that well of ideas from running dry, and hopefully some of them will be enough to keep you blogging with the full enthusiasm you need to keep the habit going week after week....
If you run a media company (and you do--you publish regularly on all sorts of social media, don't you?) then it's worth two minutes to consider some basic ground rules, listed here for you to embrace or reject: Establish your standards...
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A surge of traffic may look great in your stats – but it won’t necessarily result in many new long-term readers.
Instead of thinking just about traffic, you want to focus on getting subscribers: people who keep reading your posts day after day, week after week, and month after month.
A great first goal is to get 1000 subscribers to your blog, either through email or RSS subscriptions. (Unless you’re writing about techy things, you’ll probably find most readers prefer to subscribe through email.)
When you’re just starting out, though, with just a handful of subscribers, or none at all, 1000 can look a long way off. Here’s how to get there, step by step....
Company blogs have so much potential. Businesses can use these platforms for a range of purposes, from developing a reputation as an industry thought leader, to engaging with customers and building brand loyalty.
One of the most difficult aspects of running a good company blog is generating the right kind of content. Posts need to be consistently interesting and innovative, remaining on-brand without resorting to generic sales-speak.
Here are three top corporate blogs you can learn from....
Twitter Co-Founder Evan Williams has an ambitious new plan: to shift our daily reading habits away from consuming incremental news bites and towards engaging with enlightened ideas curated by an intelligent algorithm. Ordinarily, such a goal would seem utopian, were it not for the fact that Williams is among a handful of Internet pioneers who have disrupted the media industry multiple times.
Before Twitter terraformed the landscape of news distribution, Williams’s first smash hit, Blogger, became the branded namesake for an upstart generation of amateur writers to challenge the established players.
Most importantly, Medium, his new platform for publishing mostly long-form content, has quickly garnered popularity — and infamy. In only a few months, its most popular contributions are making front-page headlines and snagging millions of views. In our Silicon Valley bubble, its contributors semi-regularly spark industry wide-conversations among the Internet elite....
A successful blogger has many skills. Notice, though, that I used the word “successful”, and the title says “long-term blogging success.”
I’m going to eliminate things like coding skills and graphics skills because they’re not necessary for your success. If you need them and you don’t have them you can hire someone who does.
And I’m going to eliminate things like writing skills and creativity because, while they’re helpful, the levels necessary for your success vary from audience to audience, and both can be trumped by your skill at engaging your audience.
So what does that leave? Conversation. The most important skill you can have for long-term blogging success is to be skilled at engaging in conversation. Easy, you say? Not so fast....hanging
Are you struggling to come up with blog posts that attract the right type of visitors?Are you unsure where to turn for new article ideas?
In this article I’ll show you how to make sure your future articles are the ones your audience is really interested in.
Here’s a hint how: your social connections can help you discover the topics that will perform well on your business blog....
Tumblr is the second most popular social site for young adults. How are businesses like eBay, Whole Foods and Net-a-Porter using Tumblr for marketing?
As with many social media marketing practices, blog syndication is an effective tool but has the potential to result in certain disadvantages as well. The main aim should be based on finding a balance between the pros and cons and assess the potential positive impact of blog syndication on your overall blogging strategy....
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Will quantity overtake quality content as strategy? Here's a very interesting exploration of the issue in this post from BuzzSumo. Recommended reading 9/10