Give meaning to your content strategy with Slow Content

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Content is king .” If you’ve been even slightly interested in SEO in recent years, this phrase will be familiar to you. Content has become a priority for companies that rely on SEO. Blogging strategy, content marketing, guest blogging, creating content has become a priority that has often emphasized volume over quality.

Summary

Is the quest for traffic a chimera?
Is it necessary to increase a site's traffic to optimize its conversions? The democratization of natural referencing and web writing has led many companies to develop ambitious content strategies, and this in increasingly competitive sectors of activity.

The direct consequence? Longer articles to send positive signals to Google, even if it means unnecessarily lengthening the subject matter. A larger number of contents, in order to position oneself on long tail expressions in an extremely precise way.

This strategy has obviously had its glory days and continues to offer israel whatsapp data very good performance in terms of some key indicators such as traffic acquired. However, it is interesting to evaluate this acquisition: what is the bounce rate? the number of seconds/minutes spent on the page? the number of real sessions longer than one second? But above all, are your conversions increasing? Very often, when we look at these elements, the observation is more nuanced.

This is due in particular to a readership that, inundated with content of all kinds, does not have more time to devote to it. 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 ultimately not very far from the infobesity sometimes pointed out in the world of media. Like this industry, the SEO industry must respond with a method: slow content.

Definition of Slow content
In order not to fall into an overly academic definition of slow content, it is first necessary to explain that the notion takes on its meaning through the opposition it offers with another: snackable content.

While the latter refers to content that requires little attention and can be read/consumed very quickly, slow content focuses on generally more worked on but above all better selected subjects. Less content, but a more qualitative approach.

The return of editorial sense
The goal is simple: to replace the digital omnipresence of the profusion of content without real added value with sparingly distilled articles that are the fruit of real expertise and added value.

To illustrate, where snackable content believes that you always need more instruments to make a good orchestra, slow content chooses fewer but more complementary and more talented musicians. This avoids cacophony.

Content Shock: How does Slow Content respond to an overdose of content?
Content Shock refers to the gap we have been talking about since the beginning: the gap between the ever-increasing production of content and consumption, which, for its part, remains generally constant. Since 2015, the supply of content has doubled every year, but not our attention. Which leads to a drop in 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 available attention.

The Content Shock Theory

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How to implement a relevant Slow Content strategy?
Now that the observation has been made, it remains to be seen how to apply a relevant slow content strategy for your business. To do this, there are several good reflexes to acquire: