Slow food and slow travel: taking time is all the rage. Slow content invites you to slow down the pace of publication, in order to offer higher quality content to your prospects. But how do you reconcile this trend with inbound marketing, which requires publishing content regularly to keep your leads captive? Are these practices diametrically opposed or is it possible to make them meet halfway? OnlineMediaTrend takes stock.

Slow content: less is more

A practice of content marketing, slow content consists of distinguishing itself from the mass of published content, by offering more in-depth articles. In essence, slow content is opposed to snack content which favors the profusion of short content that is not always of very good quality. Snack content is to communicate what fast food is to catering: consumable quickly and not very enriching, we do not keep an unforgettable memory. Conversely, slow content is comparable to gastronomy: we take the time to taste and it is a greater investment for the consumer/reader. These issues are valid in B2C, as in B2B.

The golden rule of slow content? Less is more. We focus on the quality of the content, even if it means reducing the publication time. Indeed, producing quality content necessarily requires more time: for example, you can conduct an expert interview to shed a different light on a subject, which of course takes more time to do than writing a text in s 'inspiring a the outline of what has already been said on the subject.

Be in tune with readers' expectations

By slowing down the pace, by taking the time to think and lean in length on a subject, slow content is distinguished from the continuous flow of information. This qualitative approach is appreciated by readers, who are often drowned - and force-fed - by what we usually call infobesity. Indeed, the number of published content is increasing at breakneck speed, but not the attention of readers. In the same way that we shun fast food, because we want real food, homemade and local, we are fond of real information and original content, produced in a traditional way and not in the chain.

Slow content is a response to a world that goes too fast, where each content hunts the next, without taking a step back. A stressful and derailed world, where we find ourselves reading articles written with the feet and stuffed with keywords, in short, content written for Google, where humans seem to have been forgotten.

Does this philosophy seem far removed from the challenges of B2B? Slow content has its place, however. Your prospects are at least as demanding as ordinary readers, if not more because of their prior knowledge of the subject. It is therefore a safe bet that your potential customers prefer a business blog, admittedly less provided, but offering ten quality articles, to a blog powered by a hundred articles half copied and pasted one of the others.

Is slow content bankable?

And the SEO tells me to Remember that we can cheat Google's algorithm 1000 times, but we can only cheat the reader once. There is no point in having increased your web traffic if it is to have a high bounce rate. There is no point in appearing in the first results if it is so that your visitors have a low-end image of your business and never come back to your site again. Content is king, but the quality is queen and she's always right. So bet on quality.

Are slow content and inbound marketing compatible?

Yes! No one has said that the content published as part of an inbound marketing strategy has to be of poor quality. On the contrary, to establish the expert position of your company, you have every interest in offering content with high added value. This will allow you to stand out from the competition and convey an image of authority: you only speak when necessary, on subjects where you are legitimate.

Communicate at what pace?

The subjects treated in slow content are generally more detailed, but also better selected. So put yourself in your target's shoes and try to answer their problems. Don't feel like you have to bounce back on the news, do some news-jacking all the time. Always ask yourself the following question: "What will this content do for my prospect?" ". If the answer is nothing, drop it. Also, don't get caught up in doing everything like the competition. Rather, let them exhaust themselves in frantic content production, as you rise from the crowd and emerge from the editorial cacophony. You will come out of it grown!

What content to produce?

Speak less to speak better. Once your subjects have been identified, ask yourself how to deal with them. Rather than entrusting the drafting to a lambda editor who will have no other sources than the Internet, rely on the expertise of your collaborators. They are still the ones who master their subject the best. On the other hand, whoever wants to communicate is not a good communicator… This is why at OnlineMediaTrend, we take the time to conduct interviews with our clients. From the information collected during these interviews, we are able to write interesting and impactful content., really original. Thus, our clients draw on their own resources, promote the know-how of their teams and share it with their target audience, relying on the expertise of an inbound marketing agency. If you want to offer quality content to your target to generate more leads, do not hesitate to contact us to tell us about your project!