Stop newsjacking at all costs

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Yes, surfing on the news is good for your numbers. However, if you have no added value to bring to the initial information, you are just producing useless noise. In addition, your audience may not understand the interest of your content which can give a bad image.

Bring real added value to your articles
Do you have to cover a topic that everyone is talking about? That's understandable, it's sometimes unavoidable. However, try to do it by providing real added value. Opt for a new angle, dig deeper into the subject than your competitors, use a differentiating format on the issue... In short: make sure that having read another article on the subject, yours is still appreciable. Offering a complementary observation will make you seem like a business expert and will help to promote your expertise and your company.

Build a real editorial line
Where snackable content draws on all the semantic opportunities available to it, without distinction and through pure obsession with the resulting figures, slow content is based on an editorial line. This must be solidly constructed in order to make your content coherent, uniform and forming a truly useful whole around a strong promise. This editorial line results from the DNA of your company, its positioning, its values ​​and the purpose of your content. It is choosing quality.

Take a step back: would you be a reader of your own blog?
By producing too much content, we often forget to ask ourselves this question, which is so natural. Take a few hours, forget about the challenges of your business and focus on your marketing personas and their expectations. Would they really be interested in all your articles? And which ones do you think are essential?

Content creation and recycling
In terms of natural referencing, it is no longer a question of producing at all costs. To set up slow content work, two key words must be remembered: relevance and recycling!

While creating new quality content remains an important goal, you will also need to think about recycling your work in order to update it and use it as an existing page. Because the journey taken upstream is a strength that will need to be capitalized on. To do this, a few steps must be followed:

Map your existing content. You can easily set this up using crawling italy whatsapp data tools like Screaming Frog for example.
Define the most relevant content based on your personas . No need to rework pages that do not meet the expectations of your targets.
Check your SEO opportunities from your Google Search Console access on these pages. Here is an example of a significant opportunity on a test carried out. The page generates more than 30,000 impressions but barely 50 clicks in a quarter.
Content recycling opportunities

To do this, go to the “ performance ” tab of your Search Console and you will be able to look at the number of impressions and clicks per page. A goldmine for recycling good content.

You will then only have to prioritize the pages to be redesigned in order to succeed in gaining positions and therefore traffic, without creating new content.
Slow Content Does Not Mean a Drop in Sales
The major obstacle to adopting a slow content strategy undoubtedly lies in the fear of a decrease in SEO results and, by extension, conversions. While creating mass content gives a certain visibility, the traffic generated is often of poor quality. A very simple exercise to carry out this analysis: create a filter on your traffic by deleting all sessions of less than 30 seconds. Here is an example on a site of one of our clients.

Sessions longer than 30 seconds

We can thus note that only 17% of sessions last more than 30 seconds. It is therefore important to refocus the web writing work to seek out interested targets.

The company Plezi , a French publisher of a marketing automation solution, gives us some of its figures following the adoption of slow content in their editorial strategy. The results are edifying:

Production of 12 to 7 articles per month
Plus 100% traffic from search engines
+13% of leads from SEO per month
To go further
If the subject of calculating the ROI dedicated to content marketing interests you, I invite you to read the following article:
Calculate the acquisition cost and ROI of your blog investments
An example to follow in terms of slow content
We have already told you about the company Plezi, which has adopted this strategy. But let's look at the example of a site that has been banking on slow content to get results from the start: La Pousse Digitale .

La Pousse Digitale is a webmarketing blog that offers in-depth articles with free downloadable files. Its editorial strategy is based on writing operational articles.