{"id":38789,"date":"2019-10-31T22:25:57","date_gmt":"2019-10-31T19:25:57","guid":{"rendered":"https:\/\/prohoster.info\/blog\/pochemu-korpblogi-inogda-zakisayut-nemnogo-nablyudenij-i-sovetov\/"},"modified":"2019-10-31T22:25:57","modified_gmt":"2019-10-31T19:25:57","slug":"pochemu-korpblogi-inogda-zakisayut-nemnogo-nablyudenij-i-sovetov","status":"publish","type":"post","link":"https:\/\/prohoster.info\/ro\/blog\/news\/pochemu-korpblogi-inogda-zakisayut-nemnogo-nablyudenij-i-sovetov","title":{"rendered":"De ce uneori blogurile corporative stagn\u0103: c\u00e2teva observa\u021bii \u0219i sfaturi","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"

Dac\u0103 pe blogul corporativ apar 1-2 articole pe lun\u0103, cu un num\u0103r de vizualiz\u0103ri de 1-2 mii \u0219i doar c\u00e2teva avantaje, \u00eenseamn\u0103 c\u0103 ceva nu func\u021bioneaz\u0103. Practica arat\u0103 c\u0103, \u00een majoritatea cazurilor, blogurile pot fi at\u00e2t interesante, c\u00e2t \u0219i utile.<\/p>\n

\"De
\n
\nPoate c\u0103 acum vor ap\u0103rea mul\u021bi opozan\u021bi ai blogurilor corporative, iar eu sunt de acord cu ei \u00een anumite privin\u021be. Dar mai \u00eent\u00e2i vreau s\u0103 aduc c\u00e2teva exemple pozitive.
\n<\/a><\/noindex>
\nPute\u021bi \u00eencepe cu \u201eMosigra<\/a><\/noindex>\u201d, articole utile Pochtoy.com<\/a><\/noindex>, clasamentele salariale \u201eCercul Meu<\/a><\/noindex>\u00bb, Tutu.ru<\/a><\/noindex>. Pe scurt, pot numi \u00eenc\u0103 o duzin\u0103 de companii unde, din c\u00e2nd \u00een c\u00e2nd, apar post\u0103ri excelente. \u00cen plus, exist\u0103 mul\u021bi profesioni\u0219ti care scriu pe blogurile corporative \u0219i public\u0103 transcrierile prezent\u0103rilor lor de succes. Apropo, am g\u0103sit \u00een statisticile din 2018 un tabel cu post\u0103ri corporative care au ob\u021binut mai mult de 150 de voturi.<\/p>\n

\"De
\n
\n\u00cen general, totul poate decurge bine (p\u00e2n\u0103 nu \u00ee\u0219i pun m\u00e2inile pe ele \u201etinerii marketeri\u201d). Personal, \u00eemi pare r\u0103u s\u0103 observ cum Habr este umplut cu con\u021binut mediocru, care este votat ulterior pe parcurs.<\/p>\n

Cunosc bine situa\u021bia din interior \u0219i nu inten\u021bionez s\u0103 dau vina pe nimeni, cu at\u00e2t mai pu\u021bin s\u0103 ar\u0103t cu degetul. Uneori, nu r\u0103m\u00e2ne dec\u00e2t s\u0103 oftezi profund.<\/p>\n

Acesta a fost un disclaimer. Postarea este adresat\u0103 celor care coordoneaz\u0103 blogurile companiilor \u0219i care au puterea de a face anumite schimb\u0103ri.<\/p>\n

Mai departe \u2013 o selec\u021bie de motive pentru care articolele de pe bloguri sunt citite prost, precum \u0219i observa\u021bii despre de ce unele post\u0103ri nu aduc niciun beneficiu companiei.<\/p><\/blockquote>\n

Echipa sau contractorii s-au epuizat<\/h2>\n

\nAtunci c\u00e2nd un jurnalist petrece c\u00e2\u021biva ani exploz\u00e2nd aceea\u0219i tem\u0103, care nu este legat\u0103 de voca\u021bia sa personal\u0103 sau nu se \u00eencadreaz\u0103 \u00een cercul hobby-urilor sale, va ap\u0103rea epuizarea. Nu, munca poate continua s\u0103 fie f\u0103cut\u0103 de calitate, dar f\u0103r\u0103 entuziasm. Subiectele plictisitoare, lene\u0219ia de a-l deranja pe speaker pentru a clarifica detaliile. \u0218i ochii, \u00een timp, se obi\u0219nuiesc \u2013 \u00eencepe s\u0103 \u021bi se par\u0103 c\u0103 nu este nimic interesant \u0219i c\u0103 despre tot s-a scris deja.<\/p>\n

\"De
\n
\n\u00cen general, este nevoie de o resetare. Po\u021bi \u00eencerca s\u0103 experimentezi cu motiva\u021bia, oferind bonusuri pentru atingerea anumitor KPI. Totu\u0219i, acest lucru nu va func\u021biona \u00een toate cazurile, iar \u00eenceputul ar trebui s\u0103 fie cu altceva. <\/p>\n

\u00cencerca\u021bi s\u0103 aduce\u021bi idei proaspete \u00een dezvoltarea planului de con\u021binut. Organiza\u021bi o sesiune de brainstorming. O idee grozav\u0103 pentru un post va aprinde o sc\u00e2nteie nu doar \u00een sufletul unui jurnalist obosit sau al unui expert.<\/p><\/blockquote>\n

De\u0219i, motivele pot fi \u0219i altele. De exemplu, o suprasolicitare banal\u0103. Artistul nu este o ma\u0219in\u0103 de f\u0103cut capodopere. Nu poate livra doar hituri \u00een intervale de timp \u0219i teme strict stabilite.<\/p>\n

Bombardament de anun\u021buri \u0219i traduceri<\/h2>\n

\nMarketingul din companie \u00eei spune editorului blogului c\u0103 este nevoie de un nou anun\u021b pentru un meetup (sau o nou\u0103 versiune a produsului). \u0218i pentru ca blogul s\u0103 nu devin\u0103 o tabl\u0103 de anun\u021buri, post\u0103rile sunt amestecate cu traduceri. Cu alte cuvinte, blogul este folosit cu un scop pur utilitar, f\u0103r\u0103 suflet. \u0218i aceasta este exact situa\u021bia \u00een care\u2026 to\u021bi \u00een\u021beleg deja totul. A\u0219adar, nu vor fi sfaturi aici.<\/p>\n

Con\u021binutul doar distreaz\u0103 publicul<\/h2>\n

\nExist\u0103 pe Habr bloguri care public\u0103 materiale de \u0219tiri sau articole care au un anumit r\u0103sunet la cititor, dar care, \u00een acela\u0219i timp, nu au nicio leg\u0103tur\u0103 cu compania sau domeniul s\u0103u de activitate.<\/p>\n

De ce, de ce? Probabil, astfel agen\u021biile \u00ee\u0219i consum\u0103 bugetele, care nu au un contact str\u00e2ns cu clientul lor \u0219i \u00ee\u0219i valorific\u0103 bugetul cum pot.<\/p>\n

Totu\u0219i, exist\u0103 exemple c\u00e2nd companiile ies agil din acest impas ad\u0103ug\u00e2nd la finalul post\u0103rilor un mic bloc separat cu c\u00e2teva propozi\u021bii. Acolo, ca \u0219i cum \u00een treac\u0103t, \u00ee\u0219i comunic\u0103 \u0219tirile sau pun coduri promo\u021bionale, leg\u00e2ndu-le de pove\u0219tile descrise \u00een articol.<\/p>\n

Cititorul are propria durere<\/h2>\n

\nPo\u021bi vorbi mult pe blog despre avantajele produsului t\u0103u, pre\u021bul redus \u0219i alte \"beneficii\", dar dac\u0103 ui\u021bi de durerea poten\u021bialului t\u0103u client \u0219i nu-i oferi solu\u021bii simple \u0219i clare \u00een stilul \"cum s\u0103 faci X cu baza ta de elemente\" (pe baza ta de produse), consider\u0103 c\u0103 tragi cu tunul dup\u0103 vr\u0103bii. Poate c\u0103 pe cineva din domeniu \u00eel va atinge.<\/p>\n

Post\u0103rile nu sunt pentru cei<\/h2>\n

\nAgen\u021biile care lucreaz\u0103 \u00een B2B public\u0103 adesea post\u0103ri destinate exclusiv consumatorului final: ghiduri variate, FAQ, recenzii, trucuri. Aceast\u0103 audien\u021b\u0103, de obicei, nu este clientul direct al acestor produse, ci le achizi\u021bioneaz\u0103 la un nivel superior pentru a rezolva anumite aspecte tactice sau strategice \u00een companie. \u0218i de obicei, pentru ace\u0219ti oameni, blogurile nu con\u021bin niciun cuv\u00e2nt.<\/p>\n

Titluri artistice<\/h2>\n

\nPune\u021bi-v\u0103 \u00eentrebarea: pute\u021bi, citind titlul, s\u0103 \u00een\u021belege\u021bi ce interesant va con\u021bine articolul? C\u00e2nd deruleaz\u0103 feedul, cititorul de obicei prinde titluri \u0219i imagini. \u0218i, dac\u0103 acestea nu ofer\u0103 o imagine clar\u0103 a con\u021binutului, majoritatea vor trece mai departe.<\/p>\n

\"De
\n
\nAcela\u0219i lucru este valabil \u0219i pentru indexarea de c\u0103tre motoarele de c\u0103utare. Habr are o greutate mare \u00een r\u00e2ndul altor site-uri, iar articolele de pe acesta sunt u\u0219or de selectat pe prima pagin\u0103 a rezultatelor. Dar, dac\u0103 subiectul nara\u021biunii nu este men\u021bionat \u00een titlu, doar c\u00e2\u021biva vor g\u0103si acest articol.<\/p>\n

Apropo, aceast\u0103 problem\u0103 devine la fel de evident\u0103 \u00een newsletterul Habr, care con\u021bine doar titlurile post\u0103rilor. \u0218i, de altfel, este o mic\u0103 piatr\u0103 \u00een gr\u0103dina lui Habr.<\/p>\n

Curse pentru hardcore<\/h2>\n

\nC\u00e2nd oamenii \u00eemp\u0103rt\u0103\u0219esc expertiz\u0103 profund\u0103 \u00eentr-un anumit domeniu - este foarte bine. \u00cen primul r\u00e2nd pentru imagine, dar \u0219i pentru cititorul avansat, care, uneori, nu are de unde s\u0103 dob\u00e2ndeasc\u0103 cuno\u0219tin\u021be de specialitate.<\/p>\n

Dar aceast\u0103 \"medalie\" are \u0219i o reversibilitate. \u00cen vremurile de demult, glumeam c\u0103 fiecare formul\u0103 dintr-un articol reduce num\u0103rul cititorilor s\u0103i la jum\u0103tate. Acum aceasta a devenit \u0219i mai actual\u0103. \u0218i nu este vorba doar de abilitatea de a explica lucruri complexe \u00eentr-un limbaj simplu, ci \u0219i de faptul c\u0103 pentru un profesionist grozav exist\u0103 o duzin\u0103 de \u00eencep\u0103tori. Astfel, un articol cu titlul \u201ede unde s\u0103 \u00eencep studiul JS\u201d va aduna cu mult mai mul\u021bi cititori recunosc\u0103tori dec\u00e2t o poveste grozav\u0103 despre crearea propriului tipizator static.<\/p>\n

P.S. \u00een mod corect, aici ar trebui s\u0103 ad\u0103ug\u0103m \u0219i despre marketing, al c\u0103rui 'urechi' uneori sunt at\u00e2t de evidente \u00eenc\u00e2t \u00eempiedic\u0103 citirea textului, dar aceasta este deja o alt\u0103 poveste.
\n
Sursa: habr.com<\/a><\/p>","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"

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