Content Marketing Combat: Play the role of column

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Can you open a column channel on the company's website, and then let potential colleagues become columnists, and let them take the initiative to update the content of the site, but also learn how to use the column for their own promotion? In fact, if we can play the role of column, it will certainly allow some people to improve their writing enthusiasm, After all, when a person has a column, that is, on behalf of his own article to improve the requirements, can even say that in order to make their own article at least a certain level, but not too much to write articles, this is the benefit of columns, can be intangible constraints of the original author's behavior, so as long as we know how to use the column, Perhaps the content marketing of the company website can bring more help.

What is a column?

According to Baidu Encyclopedia, the so-called column is actually from the communication.

1. The origin of the column.

In the early days of newspapers in the west, the layout of each line was left from the newspaper to the right, and then another line continued from left to right until the news was finished. Such newspaper news makes readers very inconvenient to read, watching every news should be from left to right constantly shaking the head. Sometimes it's easier for readers to see the wrong line when they change careers. As a result, some people later divided the newspaper layout into several vertical bars, such a vertical block is called a column. "Column" is a basic constituent unit of newspaper editors. Sometimes newspaper editors put together several news stories that are similar or have some kind of connection, and surround them with lines around them to get the attention of the reader, and then add a title to the column.

2. The form of columns.

If the column is published in the relatively fixed layout of the newspaper, there are writers dedicated regularly for the column to write articles, this column became a column. A column is one of the most important ways to edit manuscripts, and it is the layout of a section of a newspaper that specializes in a piece of content. Columns generally have a fixed name and location. Columns in the newspaper layout has a relatively independent, can be a separate and centralized composition of the manuscript. Some columns have fixed columns, some have no fixed columns. So, sometimes columns and columns are common.

The feasibility of setting up a column of the enterprise website

As a corporate website, we may rarely see the existence of a column, more a kind of corporate information or industry information. However, if it is such a tedious form of soliciting contributions, then for the corporate web site bigger and stronger, perhaps not easy, because these columns are in a more formal form, so if there is a large number of SEO and write the article, it is possible to make people think the article is not high readability; If we want to promote the sales team or the company experts, this more official content is difficult to let readers and their distance. Therefore, the opportunity to set up a column on the corporate web site appears.

Perhaps some people would think that a corporate web site, why like the media type of the site so set column? However, I think that the official enterprise website if the column, there will be the following benefits exist:

1, column can let the reader directly understand the author himself.

The so-called style, we can learn from an article about the author's own experience, experience and all kinds of situations, when we enter a corporate website, how to let readers stay to read the information of the site? Perhaps living experience is one of the most attractive places.

For example, a female colleague of the author wrote an article "Jennifer's first red wine customer", although the writing is very casual, but win in enough truth, because it is from her practical experience and write out, let us take a look at the excerpt:

"Jennifer, this is a girl with a story. From an early age, she felt that she and others are not the same, from an early age, she is very clear about what they want, from an early age, she has mastered their own life. She was very fond of selling the job.

For her, sales are the only way to success. Sales can improve themselves to make life better. Sales can let you know how many pounds you are. Therefore, she had a wish to do a sale (wine sales), yes, you are not mistaken, a good girl in all respects, choose to do wine sales, perhaps you will also like many people think a girl to sell wine is how unwise decision. But Jennifer knows her choice is not wrong, because she loves red wine.

Sales are far less simple than you might think. Not to read a few marketing books to listen to the experience of several elders can become an invincible sales. Sales have been 1 months, 1 customers have not. Especially every day is so diligent so hard to pay, every day frustrated every day, is rejected every day. It is ironic to look at the seniors around me and make a single day, and not even a fly to bother. However, Jennifer's motto is: "Kill not give up, not to die, not give up", every time discouraged to tell themselves "hold on for a while, and then hold on for a while ..."

Perhaps this is a real enough job experience to make Jennifer from the first client to the fourth. These are the customers that have been traded, although the volume is small, but in these articles, but there is a glow of faith in the power, because Jennifer is about to give up when the vitality.

There's a lot of pressure on the sales line, if you can't make a single statement, even if you are beautiful, again have the ability, also does not help, in this world of the jungle, how to let oneself not be affected by the idea of failure, how to let oneself go on, need strong faith and self-confidence, so these real experience often more easily impress readers heart. After all, as the company's official website, the majority of the people are interested in the friends, they are more willing to have faith and a strong sense of responsibility of the people to cooperate, it is this subtle mentality, I think Jennifer will become a crown-as long as she can adhere to promote their own words!

2, columns can make the author more serious treatment.

Since I've been asked to manuscripts from my co-workers, I've been thinking about how to make these co-workers more proactive in writing! As I am well aware of the benefits of content marketing, but they do not have the relevant experience so the enthusiasm is not high, the author thought that the first week colleagues will maintain a certain enthusiasm, and then will give up gradually. After two weeks of observation, it is true that this has happened, and that is human nature-it is easy to give up on things that are uncertain.

Therefore, I use the form of the website column, continue to enhance the enthusiasm of the potential colleagues, and give them an example of how to become an industry opinion leader what good. For example, the author of the wine industry is called "Sugar Smoke Express" site, which has a number of industry elites to open columns, if the author's colleagues can have a column here, then his contacts or business opportunities will naturally increase.

Opening a column on the company's website will allow colleagues to get a lianbi first, and then let them comb their thoughts, look back on the joys and sorrows of these years in the industry, and finally let themselves find more useful and less valued experiences in the memory of words.

One of my colleagues is a Vice-President, he has been immersed in the beverage industry for nearly 10 years, the ability to sell natural undoubtedly, and his knowledge of red wine is very understanding, and have a lot of unique experience, but previously because there is no writing practice, has always thought that they write a bad article, can only be expressed orally. However, when the author to their manuscripts, the original did not expect too many vice president but very seriously to write both professional and reading value of the article.

The vice-president can clearly understand the importance and inevitability of promoting himself, not only actively feed, but also look for a variety of promotional channels, including Sina, Tianya and Phoenix Blog and other blogs and forums, so I think, as long as he can adhere to and in time, will inevitably become the "Sugar Smoke Express" column author.

Third, the use of columns to promote the site keyword promotion.

For the author, manuscripts's ultimate goal is to enable the company's website keywords to upgrade to the homepage. Because the price of red wine industry is very expensive, so visitors can always let the author frightening, so in order to achieve free flow, the author has to look for a large number of readable articles to enrich the site's information.

Although the wine industry every day there are a lot of news updates, but if a site simply by reprint to update, it is difficult to get the keyword ranking. So in such a realistic situation, I only have to look for all kinds of industry-related information, whether it is mood articles or wine news, as long as there is a certain reading will be listed therein.

However, these articles are in fact stereotyped, mostly just another form to write, even for search engine spiders is a novelty, but for the wine industry, the article is not very readable.

According to the author's findings, an article on industry news and an introduction to the industry channel development of the article contrast, the latter reading volume will be more, stay longer, this requires a very professional industry veteran to feed.

After all, search engine in addition to the article similarity decides whether to be included, in fact there is a formula named jump rate, as long as each IP bounce rate is not high, so such a site in the eyes of the search engine is more valuable.

Therefore, the need to use columns to promote the promotion of the site keyword, the necessity is reflected in these aspects. After all, the column inside the quality of the article is more assured, and these articles are mostly the author of my experience, has a strong personal style, so and the same industry news comparison, more readable.

Four, the traditional enterprise network marketing road is long

With the massive Attack of the electric dealers, more and more original only pay attention to traditional channels of merchants have to strengthen the importance of network marketing, however, most of these enterprises still do not recognize the function and role of network marketing, thinking that as long as a promotional site can bring a source of business opportunities, but neglected the "wine is also afraid of alley deep" truth.

As a network to promote the operation, no time can not be separated from the help of content marketing, therefore, how to find more industry information to fill the content of the site, how to explore the Web site readers more concerned about the information, will become the site operation must understand things.

The road of traditional enterprise net is necessarily long, because the habits that have been formed for so many years cannot change in a short time, but in any case, they are more willing to spend money, time and energy when they can realize the benefits of Internet marketing.

Therefore, those who hold the traditional enterprise network marketing personnel, should have enough awareness, patience and self-confidence to meet the difficult, as long as we can solve the immediate difficulties, then these experiences will become their greatest wealth.

The author of this article Dengjianfeng, reproduced please indicate the source http://www.ok9m.cn, thank you for your support!