{Replica} Content Marketing - The Big Hour for Bloggers and Journalists?


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Every year, a lot of praise is sung about blogging in the scene: Then, there are reasons why journalists and bloggers are now finally ahead of the game and become sought-after specialists - for example, Company like Coca Cola. Alone: ​​I do not believe in it anymore!

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Simone Janson Simone JansonSimone Janson is publisher, German Top20 blogger and Consultant for HR communication.

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The borrowed net

In April Sascha Lobo wrote a much-discussed post in which he threw marketers and companies to the test that their Internet was only borrowed: Facebook and Co. can change their terms of use at any time, stub fan pages (which has already happened in the past) and and and.

It was safer and better to have a blog of their own - and at the latest then it became clear to the practiced reader what Lobo really meant: the resurgence of the rather idle German blog scene.

Mission Internet Recapture

Shortly before Christmas, Johnny Häusler followed up with his text “Recapturing the Web” (I'll link his addendum with the link to the original post here) - by companies like Facebook. Here too a lot of approval.

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And yesterday, now t3n, who once again spread the whole topic from the perspective of the companies: Because now that Google is diligently working on its algorithm for quality improvement, good content is more in demand than ever.

The great hour of bloggers and journalists?

And finally, the big hour of journalists who have just been taken by insolvent media companies and the blogger, who has always been a little laughed, is finally beating. Hooray!

Or?

Comfort is the enemy of blogging

As a blogger and journalist, I wish, of course, that this is true. However, I have already written with Lobo's contribution that comfort is the greatest enemy of (corporate) blogging.

That this mixture with the marketing of companies no longer has anything to do with factual and serious reporting, but unfortunately is apparently mistaken for it by many readers Article just briefly and on the edge.

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Thanks, Google!

Rather, it's about the great opportunities that writing professionals could now have in companies that have recognized the signs of the times. And right, content is becoming more and more of a king. Thanks Google.

Because since Google has dramatically turned on its screws and puts much more emphasis on good, unique content and also includes the user opinions more and more in its ranking, more and more site operators is clear that with somehow zusammengezimmerten content is no more flower pot to win.

Valuable professionals who work for a butterbrot

But why bloggers and journalists should suddenly be as valuable as never before, as t3n author Andreas Lenz concludes, and the new (?) High-quality content should not continue to be created for apprentices and the egg of temporary workers and unemployed journalists not quite me.

After all, writing professionals, who have to carry their excellent skills for a few euros to market, are more likely to be marketing managers, who, despite Google, see that they are supposed to blow out unique content instead of advertising plattforms.

Content costs many too much - our luck

Because the latter cost time and money and the direct benefit is still too spongy for many companies - despite all sermons from the social media scene.

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Perhaps this is also quite good, because the fewer companies are jumping on the train, the less we have to worry about the mixing of advertising and factual information.


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  1. Maria Balder

    Content marketing is such an exciting topic. I just want to say thank you for a wonderful contribution!

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