Sunday, August 20, 2017

CONTENT MARKETING ÎN SEO: CALITATE SAU CANTITATE?

Cât condei trebuie să ai în SEO? Până acum ceva timp, aproape deloc. Doar că Google s-a tot schimbat de-a lungul timpului și a ajuns să simplifice cumva lucrurile: SEO capătă sens când înțelegi că oamenii sunt mai presus de algoritmi.

Mai exact:

Google nu mai aduce în top textele scris pentru roboți, ci textele smart, interactive, cu esență și veridicitate. Ceea ce îngreunează puțin munca departamentelor de content writing din agențiile SEO.

Content marketing-ul nu mai este chiar floare la ureche. Necesită muncă de cercetare, logică în structurarea informației și, nu în ultimul rând, condei. Asta înseamnă că un alt criteriu important de care trebuie să ții cont atunci când îți alegi agenția de SEO cu care urmează să lucrezi este calitatea content-ului scris pe care ți-l oferă.

În altă ordine de idei: content writer-ul este un pion cheie.

CONTENT WRITER-UL: INSIDER SAU OUTSIDER?

Prima întrebare care apare în mintea oricărui business owner atunci când apelează la un content writer este: Cum poate cineva să scrie conținutul de pe website-ul meu, fără să-mi cunoască aproape deloc business-ul? Corect! Întrebarea este cât se poate de legitimă.

Content writerii nu pot scrie despre business-ul tău dacă nu știu nimic despre el. Tocmai de aceea, agențiile care fac un altfel de SEO stabilesc un așa-zis proces de cunoaștere a companiei cu care lucrează.

Fiecare angajat nou parcurge, la început, un proces de acomodare și familiarizare cu profilul companiei pe care o vor reprezenta prin munca lor. Mai exact:

      Sunt introduși în cultura companiei
      Participă la programele de training destinate noilor angajați
      Primesc acces la documentele și procedurile interne ale companiei
      Li se explică foarte clar ce obiective au și ce se așteaptă de la ei
Printr-un proces asemănător ar trebuie să treacă și content writerii care vor scrie despre business-ul tău. Este adevărat că nu sunt angajații tăi, însă au nevoie de câteva inside-uri pentru a putea genera un conținut de calitate, care să reflecte într-adevăr specificul companiei tale și să te diferențieze de concurență.

Totuși, un astfel de proces poate dura ceva, ceea ce naște o altă întrebare: Cât de fezabilă este o astfel de practică?

            CÂT DE INTERESAȚI SUNT CONTENT WRITERII DE BUSINESS PROFILE-UL TĂU?

Spre deosebire de angajații companiei tale, content writerii nu trebuie să fie insideri 100%. Este de ajuns să li se contureze un business profile după care să se ghideze atunci când își pun creativitatea în cuvinte.

Mare parte din procesul de furnizare a acestor informații va fi ghidat de ei, printr-un set de întrebări bine pus la punct, așa că lucrurile vor funcționa mai rapid decât în cazul noilor angajați. Așadar, nu se pune problema de câteva zile de muncă, ci doar de câteva ore.

Treaba ta va fi să te asiguri că ai un profil de business bine conturat, pe care îl poți reda cu ușurință. Dacă toate aceste informații există deja într-o prezentare standardizată, cu atât mai bine.

Un astfel de Business Profile Document va fi de foarte mare ajutor:
     Este un mod bun de a-ți verifica identitatea business-ului și poziționarea pe piață.
   Departamentul de content writing nu va pierde din vedere ce este important, atâta timp cât exprimi foarte clar: ce vinzi, cui vinzi, cum vinzi, ce avantaje ai față de competiție.
   Se salvează foarte mult timp de ambele părți. Odată ce ați stabilit un Business Profile Document, content writerii pot apela la el de câte ori este nevoie, fără ca tu să îți mai pierzi timpul repetând mereu aceleași lucruri. 

Așadar, comunicarea este cheia succesului și cea mai importantă etapă către un conținut de calitate. Asigură-te că cei care fac SEO pentru tine nu te ajută doar să ajungi pe prima pagină din Google, ci să te și menții acolo. AdMarks este una din agențiile care transpune business-uri în idei scrise care prind la public. 

Vrei sa fii la curent cu articolele publicate ? ABONEAZA-TE ACUM ! Nu te costa nimic

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