Hello, I am Roman Skrupnyk, Head of Content of the Inweb agency. In July, the digital marketing agency Inweb turned 13 years old. The company is growing and maturing, at the same time, conceptual changes are taking place in every direction of its work.In the article, I will talk about one of the manifestations of the agency’s growth — the company’s blog, which has evolved into a full-fledged profile media for everyone who promotes business on the Internet. I will also share my thoughts on why the agency turned the company blog into a full-fledged media, why it is a business and why it is important for media projects to maintain editorial independence.And if you want to share your experience with Media Inweb readers, read how to send an article .
Preface. How the idea to rethink the blog came about
Last year, the Inweb agency (part of the Netpeak Group) was looking for a blog editor. It was necessary to make sure that the blog helped strengthen the brand of the agency and started bringing leads. Already at the first meeting with future colleagues. It is necessary to rethink the approach to the agency’s. Content and approach the matter with fresh ideas.So I joined the team as a specialist who will rethink and launch a new content project of the agency. I think our experience will interest those who create brand media and blogs.This is how we
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developed the concept of “reference” media. Formed a budget, prototype, strategy and tactical decisions. In the end, we reconsidered the resources, grounded the ambitions to the current realities and left those ideas that we can quickly implement with minimal investment. We fundamentally changed the idea of the project, but kept the basic solutions and implemented them.That is, at first we looked at the project as if it had no limitations , and then compared it with current realities. This is an effective way of implementing ideas.We undertook the development of the layout, more detailed prescription of the structure of sections and technical implementation.
Business model and where the money is
There are different content marketing models of how businesses solve problems with blogs. We decided to increase the share of the core audience and make. A core audience is the proportion of visitors who regularly return to a blog over a period of time.In general, the model is simple and understandable to media professionals: we do coverage (touch) — we form a core audience (trust) — we get conversions (we give what the core audience really needs).For coverage, we implement media formats of publications. For the formation of a nuclear audience – we remove intrusive advertising, improve the quality of materials, adapt distribution. We put the conversion into a strategic plan and implement the tools when the analytics show that we have reached the required share of the core audience.Blogs and media in general are not direct sales tools. Therefore, we set up end-to-end analytics to analyze media participation in profit.
How the concept of new media was developed
They studied the content projects of colleagues. They did not dive deep, because they saw that our idea is conceptually different from what is omoreever n the market. It was enough to confirm a number of hypotheses.Conducted an internal anonymous survey on what the agency’s employees think about the existing blog.Formed a “problem and its solution through our tool” connection. I’ve seen many examples where the blog and the company’s goals seem somehow connected. But no one in the company can explain exactly how. We have developed a clear understanding of how it works.Formed hypotheses about the audience. Conducted in-depth interviews with entrepreneurs and marketers — potential readers of the new media. Insights were revealed, on the basis of which the media concept was formed with all the details: headings, publication formats, positioning.
Pains of project management
I will not tell you about the details italy updated phone number of running the projectl. I will only say that we faced literally all the classic difficulties that can be faced. Also, the blog update project was actually going on for a year before I joined the team.It took time and a clear decision to abandon existing developments and simply do everything from scratch. We literally pulled through some difficult moments thanks to the initiative and involvement of individual team members. For example, morally, for a long time, we abandoned the existing . After that, a moreever new version was developed with the designer, and then Valeriya Trofimchuk. Then SMM Manager and now Deputy Head of Content at Inweb . Took the initiative to create the final media design and is currently implementing other design changes.On May 14, we quietly released the new media site and held our breath so that nothing would break.
What does the project look like: what is the media about
Formed a vision. Inweb media is a usa ceo modern media for those who promote business on the Internet. We nurture professional and personal development, share current marketing news, trends and cases, publish useful research and highlight insights. We keep our finger on the pulse of changes and form a vision of the future. They clearly indicated who the beneficiary of the project is.The principles of ecological marketing were laid down in the. Work standards – to be frank with the audience. Not to manipulate the fear of loss of profit, etc. We cultivate this approach on the pages of the publication.
Some consider this a somewhat idealistic moreever approach. But in fact it is as moreever rational as possible — it helps extend the LTV (Lifetime Value. Marketing services with our peers. Not burning it out with one-day deals.We laid the basic principles of. The agency’s voice (Tone of Voice) in the media.
