Beijing time on August 5th, according to foreign media reports, "Forbes" previously published an analysis article by marketing expert Ken Krogue, "SEO is dead and social real-time content is popular." In the article, he pointed out that in the traditional sense The practice of search engine optimization (SEO) is outdated. After the SEO industry has undergone a transformation, it is now time for social and real-time content to become popular.
After this article was published, it ranked first on the Forbes hot article list for several days, causing a stir and receiving many comments from users.
In these comments, there are content writers and marketers who agree with the sentiments in my article. Dell Computer agreed with my point of view and expressed its gratitude to me. Adam said he would curse me. Google did not respond. Those who call themselves SEO experts pretty much agree with my final conclusion. Through the content of their messages and replies, you can tell who are the real SEO masters. What we ultimately came to agree on is that on-site, internal and external SEO optimization will be more important now than ever (following best practices for producing content that will lead to higher Google rankings).
Those who have not read the entire article are still struggling with the argument I made at the beginning of the article. I tried to explain to them. But some people took this issue to the level of ethics and posted comments and private emails to continue the discussion with me. One category of responses that really interested me was that some people believed that producing authentic content over the long term was too expensive for business owners.
I totally agree with this.
This article will discuss three topics:
1. My definition of real content
2. How should companies produce real content?
3. The core concept of the real content production model
Definition of authentic content
The key word of authentic content is the word authenticity, which is not necessarily high-quality content, because high-quality content is not necessarily true. This is also the reason why my last article was elevated to the level of ethics.
Authentic content is content specifically designed to provide direct value to the Internet experience. Real content can be in the form of text, video, audio, pictures, infographics, etc.
In my opinion, content produced for the purpose of pointing to other links is not real content, it is fake content. If the purpose of producing content is just to improve the ranking of other content on Google, then it is false and untrue. Content produced specifically to “feed” Google bots to improve backlink rankings is unlikely to be quality and authentic.
What we don’t know is how much false content on the Internet actually points to true content?
I know of a case where 600 fake soft articles led to a landing page with 'real content'.
So how do we produce authentic content?
The following is a reference method for producing authentic content in 14:
1. Conduct research on important issues
2. Make a list of good/bad cases
3. Tell stories with passion
4. Highlight recent trends
5. Conduct a survey of best practices
6. Compile and compile the proven tips
7. Point out existing problems
8. Write articles with a certain type of audience in mind
9. Make a list based on a type of event
10. Warning that a certain period is coming
11. Write an article based on location
12. Write an article with the theme of discussion of reasons
13. Write an article with the topic of method discussion
14. Write an article with the theme of result discussion
Each step above will bring you closer to authentic, high-quality content. In fact, most of the articles published in Forbes follow some or more of the above steps.
In addition, having excellent writing and research skills, as well as having in-house SEO or awareness of digital media rules and audience awareness will produce better results.
Core concepts of content production model
It should be kept in mind that the purpose of this is to help companies continue to effectively produce real content on the Internet, making this content easier to discover, so as to enhance corporate image and sales performance.
If you want to establish a set of core concepts suitable for you to produce authentic content, you can refer to the above 14 suggestions, combine them with your actual situation, and then integrate a set of applicable methods. Then, use this method to produce content, submit it to multiple media channels in different forms, and deliver it to different readers, viewers, and listeners for their consumption or experience. You can change how the content looks and views, but the core concepts of this content production model cannot be changed, which can help you save valuable time and money.
Authentic content produced based on core concepts is highly relevant and practical, but for different users, audiences, and distribution channels, you don’t have to repeat production, you just need to change the format and repackage it.
Case description:
Here are the core concepts I’ve developed over the years to create authentic content, and it consists of a series of steps. You can notice how many different publishing channels, media and events I use for each piece of content:
1. I was invited to speak at the Utah Valley Big Business Expo on the business prospects of using LinkedIn
2. My team and I began to conduct research on this topic and first launched a webinar.
3. We recorded this webinar so that online visitors can listen to the webinar content according to their own schedule.
4. The slide content of this seminar has become high-quality content widely recognized by users on Slideshare.net.
5. The video content of this seminar can be embedded on the website as relevant guidance content.
6. The video content can be uploaded to the Youtube platform and added to the Youtube company or individual user channel.
7. This seminar added two new special guests to our podcast show.
8. The video of this speech can be stored in MP3 format and users can download it on the Internet, iTunes, Droid and Amazon.
9. I wrote an article "31 LinkedIn Tips: Best Examples of Using LinkedIn for B2B Marketing" (this is also a very popular article I created, second only to the Death of SEO series).
10. I rewrote this article and published it on the Forbes platform (different from my previous article, which targeted salespeople as the audience), and renamed it "27 LinkedIn Best Practice Tips for Entrepreneurs". This article has been viewed 30,000 times.
11. My team members dig deeply into each step in the article and write articles with more in-depth topics to tell you how to implement each step of LinkedIn's practice process.
12. I will compile an e-book using the basic content of this article.
13. We send emails and RSS to tens of thousands of people to inform them of this content.
14. We publish the content of these two articles through personal Weibo. The Weibo content will mention the overall point of view or play on one of the arguments.
15. Business-related content can be submitted to LinkedIn.
16. Consumer-related content can be submitted to Facebook.
17. Post a summary of the article content on Google+, focusing on keywords that are relevant to you. (Use Google KeyWord Tool to see which popular keywords are related to it).
18. In the last article "SEO is Dead", we talked about false content containing backlinks specially tailored for Google robots. However, I’m a big fan of naturally generated backlinks submitted by real users. Everyone loves sharing quality content. I generally use bit.ly to track my links so that I can understand the user's access path. bit.ly is a short link service that can also track the number of clicks on a link.
19. In addition, you can convert this content into image format and submit it to Pinterest.
20. Make all the above content into an infographic. This is a very effective method. (According to surveys, people are more likely to browse pictures than 140-character Weibo content.)
21. I like the concise and clear concept of Cheat Sheets. You can use it to summarize the summaries of several articles, such as "31 LinkedIn Tips: Best Examples of Using LinkedIn for B2B Marketing" and "For Entrepreneurs" that I wrote before 27 LinkedIn Best Practice Tips from Readers" two articles.
22. The real content you create can even become an officially published paperback or hardcover book. For example, my friend Asia Bird compiled her work "LinkedIn Summary" into a book and sold it on Amazon.
23. All of this content came about as a result of a workshop where I applied the core concepts of the content production model to different audiences.
Depending on the audience, you can choose some of these methods and operate them based on your own circumstances.
The key to creating authentic, high-quality content is to develop your own set of core beliefs.
(Editor in charge: Chen Long) The author’s personal space collecting the funniest jokes on Weibo in 2012
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