Is the quest for traffic a pipe dream?
Do you necessarily have to increase the traffic of a site to optimize its conversions? The democratization of natural referencing and web writing has led many companies to develop ambitious content strategies, and this in ever more competitive business sectors.
The direct consequence? Longer articles to send positive signals to Google, even if this unnecessarily lengthens the subject matter. A greater number of contents, in order to position themselves on long expressions drags extremely precisely.
This strategy has obviously had its hours of glory and continues to offer very good performance with regard to a few key indicators such as acquired traffic. However, it is interesting to assess this acquisition: what is the bounce rate? the number of seconds / minutes spent on the page? The number of actual sessions greater than one second? Most importantly, are your conversions increasing? Very often, when we look at these elements, the picture is more nuanced.
The fault in particular to a readership which, flooded with content of all kinds, does not have more time to devote to these. The arms race operated by SEOs seeking to cover all the semantic fields of each activity has led to a real saturation of the market.
This phenomenon is not far removed from the infobesity sometimes pointed out in the media world. Like this industry, the SEO industry must respond with one method: slow content.
Definition of Slow content
In order not to fall into an overly academic definition of slow content, it should first of all be explained that the concept takes on its meaning because of the opposition it offers with another: snackable content.
Where the latter designates content that requires little attention and can be read / consumed very quickly, slow content focuses on subjects that are generally more worked on but above all better selected. Less content, but a more qualitative approach.
The return of editorial meaning
The objective is simple: to replace the digital omnipresence of the profusion of content without real added value by articles distilled with parsimony and fruit of real expertise and added value.
To imagine, where snackable content believes that it always takes more instruments to make a good orchestra, slow content makes the choice of fewer musicians but more complementary and more talented. This avoids the cacophony.
Content Shock: How does Slow Content respond to an overdose of content?
Content Shock designates the gap that we have been mentioning from the start: that between the production of ever-increasing content and consumption which, in turn, remains generally constant. Since 2015, the content offer has doubled every year but not our attention. Which brings down the ROI of content creation.
Slow content then chooses not to amplify this yellow curve of content production in order to focus on relevance and thus more effectively capture the attention available.
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How to implement a relevant Slow Content strategy?
Now that the observation is made, it remains to be seen how to apply a slow content strategy relevant to your business. For this, several good reflexes to acquire:
Stop newsjacking at all costs
Yes, surfing the news is good for your numbers. However, if you have no added value to add to the initial information, you are just making unnecessary noise. In addition, your audience may not understand the value of your content which can give a bad image.
Bring real added value to your articles
Do you have to deal with something everyone is talking about? This is understandable, it is 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 question … In short: make sure that by having read another article on the subject, yours is still appreciable. Offering a complementary report will make you pass for a business expert and will enhance your expertise and your business
Build a real editorial line
Where snackable content draws on all the semantic opportunities available to it, without distinction and out of pure obsession with the resulting figures, slow content is based on an editorial line. This must be solidly built in order to make your content coherent, uniform and forming a truly useful whole around a strong promise. This editorial line is the result of your company’s DNA, its positioning, its values and the raison d’être of your content. It’s choosing quality.
Take to the skies: would you be the reader of your own blog?
When producing too much content, we often forget to ask ourselves this question, which is so natural. Ask yourself a few hours, forget the challenges of your business to focus on your marketing personae and their expectations. Would they really be interested in all of your articles? And which do you think are essential?
Content creation and recycling
In terms of natural referencing, it is therefore no longer a question of producing at all costs. To set up a slow content job, two key words are to remember: relevance and recycling!
If creating new quality content remains an important objective, you will also have to think about recycling your work in order to update it and use your existing page. Because the journey made upstream is a force on which we will have to capitalize. To do this, a few steps must be followed:
- Map your existing content. You can set it up easily with crawl tools such as Screaming Frog for example.
- Define the most relevant content based on your personas. No need to rework pages that do not meet your target expectations.
- Check your SEO opportunities from your Google Search Console access on these pages. Here is an example of an important opportunity on a test carried out. The page generates more than 30,000 impressions but barely 50 clicks in a quarter.
To do this, go to the ” performance From your Search Console so you can see the number of impressions and clicks per page. A gold mine to recycle good content.
- You will then only have to prioritize the pages to be redesigned to succeed in gaining positions and therefore traffic, without creating new content.
Slow Content Doesn’t Mean Decline
The big obstacle to adopting a slow content strategy undoubtedly lies in the fear of a reduction in SEO results and, in turn, conversions. If creating mass content gives visibility, the traffic generated is often of poor quality. Very simple exercise to perform this analysis, create a filter on your traffic by deleting all sessions of less than 30 seconds. Here an example on a site of one of our customers.
We can thus notice that only 17% of the sessions last more than 30 seconds. It is therefore important to refocus the work of web writing to find interested targets.
The Plezi company, London 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 items per month
- Over 100% of traffic from search engines
- + 13% of leads from SEO per month
If the subject of ROI calculation dedicated to content marketing interests you, I invite you to read the following article:
An example to follow in terms of slow content
We have already told you about the Plezi company, which has adopted this strategy. But let’s look at the example of a site that from the start relies on slow content to get results: La Pousse Digitale.
La Pousse Digitale is a webmarketing blog that offers background articles with free download files. Its editorial strategy is based on the writing of operational articles.
All the articles offered are written by specialists and must provide significant added value. The editorial schedule includes the publication of one article per month.
Results? Traffic growth from search engines of around 30% per month and more than 70 marketing leads generated every month. A slow content model assume that has proven itself.
Slow content: the little more ecological
For companies wishing to adopt this strategy, a final argument weighs in the balance. It’s about ecology!
Why ? Because creating content is not without consequences on the use of resources. In fact fueling irrelevant infobesity has an impact on the environment. SemRush explains it perfectly through an infographic on creating ecological content.
The icing on the cake when adopting slow content in your editorial strategy.