Varying the formats (feature article, infographic, video, etc.) is essential in your content strategy. But what about the “substance” of your information? Should we favor hot or cold information content? Or both at the same time? Focus on these two types of content, their advantages, their limits, and on the right way to integrate them (or not) into your editorial strategy.
Hot content: the notoriety asset
Hot content is linked to one-off news: the announcement of the release of a new camera, an event related to your industry, etc. News sites publish hot content daily.
Immediate traffic and freshness to the key…
The main advantage of hot content is undoubtedly the instant traffic – the buzz – that it can generate if it catches the interest of Internet users. What to give a real boost to your website.
If your hot content stands out, it also helps convey the image of a company that is attentive, responsive and “in tune” with the times. Hot content also benefits from a good score of freshness from an SEO point of view, very valuable in the eyes of Google for establishing the authority of a website. In short, that’s a bonus for your brand image and your performance.
… But a rapid obsolescence
If Google appreciates “fresh” content, it especially appreciates “fresh” AND regular content. Therefore, if you decide to embark on the publication of hot content, know that it will be necessary to respect a rather high publication frequency to catch the eye of the search engine.
However, the main limitation of hot content is undoubtedly their limited lifespan. Since they are linked to a news item or a one-off fact, they are ephemeral and quickly become obsolete.
Create news and relay it
How do you go about publishing relevant hot content and reaping the benefits in your editorial strategy? We gives you two tips:
- Create YOUR news, in connection with the activity of your company and your field. It is not a question of taking up hot information already quoted many times by your competitors, but rather of designing your own “hot communication” to enhance your brand image.
- Relay your hot content on social networks to maximize your chances of reaching your target audience and generate immediate traffic.
Cold contents: the guarantee of quality
Cold content is completely disconnected from current events. They deliver long-lasting and relevant information, the audience potential of which and the reasons for consultation do not vary over time. These are, for example, white papers, practical sheets, tutorials, infographics or even thematic files.
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Continuous “qualified” traffic
Cold content responds to a lasting request from Internet users, to a question that they could potentially ask themselves for a long time. The traffic generated by this type of content is therefore continuous. The same cold content can also be viewed several times by the same Internet user, like a recipe or a DIY tutorial.
Cold content has one main mission: to provide a quality response to a precise request from your target audience, interested in your services or your products. This is referred to as “qualified” traffic, in the sense that readers of your cold content are more likely to become your future customers, to comment and share your publications or to tell their relatives about your Wikipedia Page For Your Company. In other words, the engagement of Internet users is much more important here.
In terms of natural referencing, the durability of cold content allows them to take advantage of the age factor, one of the very valuable criteria valued by Google. Likewise, continuous traffic generates an accumulation of quality inbound links, another notable point in terms of SEO optimization.
If cold content is synonymous with relevant, engaging and sustainable information, it requires much more editorial work than hot content. True vectors of your expertise, cold content requires solid writing skills, as well as significant research work upstream of writing. A parameter that is important to take into account when developing your content strategy.