當(dāng)SEO屌絲們興慶自己終于可以擺脫苦逼的SEO體力活時(shí)，殊不知一場(chǎng)更大的勞動(dòng)性密集苦逼活正在向他們襲來(lái)，內(nèi)容營(yíng)銷到底有多苦逼？
When SEO gigantic loser are Xingqing you can finally get rid of misery SEO physical, but a more labor intensive forced to live in their hit, content marketing how bitter?

首先我們知道內(nèi)容營(yíng)銷(content marketing)是指不需要做廣告或做推銷就能使客戶獲得信息、了解信息、并促進(jìn)信息交流的營(yíng)銷方式。它主要通過(guò)博客、事件營(yíng)銷、白皮書(shū)、視頻以及圖片提供目標(biāo)市場(chǎng)所需要的信息，而不是依靠推銷行話。光光“不依靠推銷行話”這幾個(gè)字就比SEO網(wǎng)站建設(shè)的漫天推廣看起來(lái)美妙多了，但是事實(shí)卻是這樣的：
First of all we know content marketing (content marketing) is not required to advertise or promote can enable customers to obtain information, understand the information, and to promote the exchange of information marketing. It provides the main target market needed information through the blog, event marketing, white papers, videos and pictures, rather than relying on marketing jargon. Light "does not rely on sales pitch" this a few word than SEO website promotion looked pretty much everywhere, but the truth is it:

1. 時(shí)間不夠用(There is not enough time)

內(nèi)容營(yíng)銷包括發(fā)現(xiàn)、組織、分享內(nèi)容的過(guò)程，在整理好內(nèi)容后你會(huì)找個(gè)平臺(tái)發(fā)布，而且得是個(gè)優(yōu)秀的平臺(tái)，一般博客、 微博、WP、貼吧、論壇是文字內(nèi)容的首選，視頻的話更適合事件營(yíng)銷，但不是你發(fā)布后別人就會(huì)趨之若鶩的來(lái)圍觀，發(fā)布之后SEO時(shí)期的推廣一樣都不會(huì)少，你需要你的文章發(fā)到更多博客、WP、貼吧、論壇……而且因?yàn)閮?nèi)容營(yíng)銷的“間接營(yíng)銷”性，你發(fā)了很多跟直接營(yíng)銷型網(wǎng)站建設(shè)不相關(guān)的東西，要發(fā)多少才能讓潛在買家(的購(gòu)買行為)受到引導(dǎo)呢?如果不是大企業(yè)，你會(huì)覺(jué)得時(shí)間周期讓你耗不起。
Content marketing including process found, organization, sharing, tidying up after you will find a platform to release, but it is an excellent platform, blog, WP, in general, micro-blog post bar, the forum is the preferred text, video words more suitable for the event marketing, but don't you release after the others will scramble for the crowd, after the release of extended SEO periods are not like, you need your article to more blog, forum, post bar, WP...... And because the content marketing "indirect marketing", you made a lot of direct marketing is not related with the type of website construction of things, to how much to let potential buyers (purchase) guided? If it weren't for a large enterprise, you will feel that you can't afford the time period.

也就是說(shuō)SEO時(shí)期你的時(shí)間專注在推廣上，但內(nèi)容營(yíng)銷內(nèi)容既要花時(shí)間搞內(nèi)容，又要花時(shí)間推廣，而且內(nèi)容營(yíng)銷推廣的過(guò)程目標(biāo)不甚明確，你總會(huì)覺(jué)得缺時(shí)間。
That is to say SEO you time to focus on promotion, but the content marketing content should take the time to engage in content, but also take the time to promotion, and marketing process goal is not clear, you will always feel the lack of time.

2. 缺乏原創(chuàng)和高品質(zhì)內(nèi)容讓人頭疼(The lack of originality and high quality content to let a person headache)

目前我們看到混得比較好的原創(chuàng)和高品質(zhì)內(nèi)容包括一些創(chuàng)業(yè)者的博客、微博，就IT界來(lái)說(shuō)，比如國(guó)內(nèi)月光博客、李開(kāi)復(fù)的博客、木瓜移動(dòng)的微博，國(guó)外的paulgraham.com。內(nèi)容上要么分享創(chuàng)業(yè)故事，好的項(xiàng)目、要么分享深刻的見(jiàn)解，而后者的要求更高，一個(gè)人如果不是從業(yè)者不可能就能把行業(yè)的種種看透，所以還需向各個(gè)細(xì)分領(lǐng)域的人士約稿或轉(zhuǎn)載。
Now we see mixed original and high-quality content better including some entrepreneurs, micro-blog blog, IT sector, such as domestic Moonlight blog, Li Kaifu's blog, papaya mobile micro-blog, foreign paulgraham.com. The content or share business stories, good projects, or to share insights, and the latter is more demanding, if a person is not practitioners may not can put all through the industry, so we need to the various segments of the manuscripts or reproduced.

相對(duì)而言，SEO的目標(biāo)就簡(jiǎn)單很多，他們的目標(biāo)就是在鏈接被收錄之后，通過(guò)關(guān)鍵字、Bookmark、PR、WP、評(píng)論、交換鏈接、論壇各種方式增加外鏈，從而提高網(wǎng)站權(quán)重以及在搜索引擎的排名。
Relatively speaking, the goal of SEO is much simpler, their goal is to be included in the link, increase the chain by keyword, Bookmark, PR, WP, comments, links, forum in various ways, so as to improve the site weight and ranking in the search engines.

3. 不知道如何統(tǒng)計(jì)內(nèi)容營(yíng)銷的效果
Do not know how the statistical content marketing effect

內(nèi)容營(yíng)銷的策略是通過(guò)你呈現(xiàn)的內(nèi)容，潛在買家(的購(gòu)買行為)受到引導(dǎo)，并最終考慮讓你成為他潛在的戰(zhàn)略伙伴。”這種引導(dǎo)力如何考量?有何具體表現(xiàn)?當(dāng)產(chǎn)品獲得購(gòu)買后你從哪里去統(tǒng)計(jì)?
Content marketing strategy is presented through your content, potential buyers (purchase) guided, and finally consider you as his potential strategic partner." This leads to consideration? What specific performance? When the product is obtained after you buy from where the statistics?

SEO時(shí)期產(chǎn)生購(gòu)買的鏈接用Google Analytics等工具可以精確統(tǒng)計(jì)出來(lái)單的搜索“關(guān)鍵字”、哪個(gè)鏈接、那個(gè)頁(yè)面來(lái)了多少單，而且SEO的某個(gè)周期的效果可以用其在搜索引擎的排名來(lái)衡量，每天你都可以在引擎里輸入各個(gè)關(guān)鍵字看頁(yè)面排名上升沒(méi)，這種精確性是目前內(nèi)容營(yíng)銷無(wú)法提供的。
SEO period, buy links using Google tools such as Analytics can be precisely calculated single search "keyword", which link, the page number to the single, and a cycle of SEO effect can be used in the search engine ranking to measure, every day you can input the keywords in the engine. See page the rankings without, this accuracy is currently unable to provide content marketing.

4. 缺乏優(yōu)秀寫手
The lack of good writers

此處所說(shuō)的寫手并非所說(shuō)的“五毛黨”，跟SEO時(shí)期的軟文寫手有很大區(qū)別。不管企業(yè)或個(gè)人在活動(dòng)中有時(shí)候需要雇傭一定的網(wǎng)絡(luò)內(nèi)容寫手，一方面可以借助意見(jiàn)領(lǐng)袖的影響力;另外也可以為用戶提供優(yōu)秀的內(nèi)容。但是優(yōu)秀的寫手在哪里?是那些有從業(yè)經(jīng)歷、親身經(jīng)驗(yàn)、有說(shuō)服力的人，你要獲得這些資源，錢和社會(huì)關(guān)系一樣都不能少，你有這樣的能力么?
Here writers are not said "five hair party", has the very big difference with the era of the SEO soft Wen writers. Whether business or personal activities sometimes need to hire some web content writers, one can use opinion leaders influence; also can provide good content for the user. But where is the outstanding writer? Are those who have working experience, experience, convincing people, you want to get these resources, money and social relations as cannot little, you have this ability?

5. 光微博內(nèi)容營(yíng)銷要注意的就有6點(diǎn)
Light micro-blog content marketing should have 6 points

現(xiàn)在我們落實(shí)到具體內(nèi)容營(yíng)銷的環(huán)境中來(lái)，眼下博客、微博、微信、視頻、事件營(yíng)銷等平臺(tái)中，你會(huì)選擇相對(duì)傳播速度較快的微博平臺(tái)，但是來(lái)看看光微博內(nèi)容營(yíng)銷就要注意的幾點(diǎn)吧：1) 社會(huì)化媒體對(duì)話不是對(duì)著你的粉絲大喊 2)每次專注一個(gè)形式的微博 3)視頻、圖片、投票等形式真的有效嗎?4)按照時(shí)間定點(diǎn)發(fā)布真的重要嗎?5)評(píng)論/轉(zhuǎn)發(fā)/粉絲數(shù) 真的是鐵打不動(dòng)的KPI嗎?6)不尊重原創(chuàng)，無(wú)節(jié)操轉(zhuǎn)發(fā)。
Now we implement the specific content marketing environment, at the moment, micro-blog blog, micro message, video, events marketing platform, you will choose the relative spread faster micro-blog platform, but to see some light micro-blog content marketing should pay attention to it: 1) social media dialogue was not directed at you fans shouted 2) each focus on one form of micro-blog 3) video, pictures, voting and other forms of effective really? 4) according to the time point post really important? 5) comments / forward / number of fans really iron fixed KPI? 6) do not respect the original, unchastity forwarding.

這只是一個(gè)微博平臺(tái)， 而且還沒(méi)考慮此平臺(tái)用戶注意力分散和微博數(shù)量過(guò)龐大，容易被淹沒(méi)的負(fù)面特點(diǎn)，如果真的等到內(nèi)容營(yíng)銷生效的那天，你要做多少工作量?這是個(gè)未知數(shù)!
This is a micro-blog platform, but also did not consider the number of this platform user distraction and micro-blog too large, negative characteristic is easy to lose, if you wait until the day of marketing force, you have to do much work? This is an unknown!

最后，從宏觀來(lái)說(shuō)，營(yíng)銷多年一直是靠主動(dòng)推廣、到處撒網(wǎng)、目標(biāo)明確取勝，不會(huì)因?yàn)閮?nèi)容營(yíng)銷來(lái)了就可以轉(zhuǎn)為 “愿者上鉤、精耕細(xì)作、因?yàn)橐龑?dǎo)力而產(chǎn)生購(gòu)買“，之前TNW的撰稿者AARON GINN在一篇文章中已經(jīng)提到當(dāng)下“最好的產(chǎn)品不需要營(yíng)銷已成謬論”，即使是最好的技術(shù)營(yíng)銷官也無(wú)法逃避，所以內(nèi)容營(yíng)銷相對(duì)SEO營(yíng)銷就是既要質(zhì)量又要數(shù)量的更大型勞動(dòng)密集型產(chǎn)業(yè)，它不會(huì)輕松只會(huì)更加苦逼。
Finally, from a macro point of view, marketing for many years has been on active promotion, everywhere, clear goals to win, not because of content marketing coming to "take the bait, intensive and meticulous farming, because the guiding force to generate buy", before the TNW writer AARON GINN in an article has mentioned the "best the product does not need marketing has become a fallacy", even the best technology marketing officer can escape, so the content marketing relative SEO marketing is not only to the quality and quantity of the large labor intensive industry, it will not be easy will only more misery.