Content Marketing for Business: Habraseminar # 6 and its main points

    There is such a good tradition. Every six months, the Habra content studio almost completely leaves the online dusk and tells something interesting in a cozy room. Yes, and other storytellers on this incites. On March 28, we did this for the sixth time, gathering an audience of representatives of small and medium-sized businesses.

    Small companies are maximally focused on business development and they have almost no resources left for other areas, unless they quickly bring a tangible effect. And the content marketing demanded by large business is beyond the attention of other companies, where they simply do not understand how articles - if they do not sell and not SEO - can work for the business.

    In this post we will share the most interesting theses from the event and talk about it in general.

    We started with urgent news: right before the seminar on the Habré, the millionth user logged in!

    Smiling in response to applause, our account manager Svetlana Sukhareva shared the results of a study of the Habr audience. Here are some nice facts:

    • 62.3% of respondents go to Habr every day.
    • Our audience has a bunch of interests - there are many investors, eco-enthusiasts, amateurs and other interesting people.
    • 60% of users have more than 3 years of IT experience.

    In addition, Svetlana cited the results of the survey "Why are you reading Habr?" and considered the results in terms of the age of the accounts:

    Then we went on to the stories of promotion using materials on Habré. The producer of native projects Ekaterina Gorelova explained why the native on Habré does not hurt her eyes: “Our audience, due to professional characteristics, is used to laying out everything on algorithms. Like a code. They are interested in everything that helps solve problems - both professional and everyday. The native on Habré is most often perceived without negativity when it talks about algorithms and codes - working and everyday. And of course, these should be interesting vivid stories, reliable experience and relevant information . Then Catherine gave several striking examples:

    • Tables Tabula Sense . We have assembled and tested this table with all its advantages and disadvantages. As a result, we managed to attract a large audience to the crowdfunding page of the project on Boomstarter.
    • Constructors Ugears . They made an ironic review of the wooden constructor as a typical gadget (in those days, someone else was trying to "kill the iPhone"). It turned out quite a lot of sales and readings.
    • Razor scooters . We took three different scooters, drove in the tail and mane, compared. It turned out a live guide for almost the entire range of the manufacturer. As a result, more than 1000 people went to the manufacturer’s website and clicked “Buy”.

    After Catherine, invited speakers began their speech. The first was Sergey Abdulmanov ( milfgard ), the host of the Mosigra blog . After a story about his company and its policy on Habr, Sergey shared his scheme for creating a post:

    In addition, Sergey developed a universal thematic plan for any company on Habré:

    • How not to screw up while working with our industry (10 common mistakes)
    • My production
    • My work day and details
    • Analysis of one of the processes (hikporno)
    • Why does this thing even work?
    • What are the jambs in the work, and how we solve them
    • What is happening in the sphere and where are we all moving

    After Sergey Abdulmanov, Nikolai Belousov, CEO of, appeared on the scene . He said that many content formats are being transformed today: texts into multiformats, including multimedia, long reads - into history for 15 seconds. And a limited number of sites with traffic are in a fragmented media field with hundreds of opinion leaders.

    Nikolai put the business development plan in one tweet: Dmitry Voloshin, co-founder of the OTUS educational platform,

    completed the report program . He talked about creating a personal brand through content. Here are the basic rules that Dmitry formulated for development:

    • Fix topics in which you are an expert;
    • Choose a style in which you are organic;
    • Determine the size that you can do;
    • Speak the language of your audience;
    • Telling stories and joking;
    • Do not blame or criticize specific people or companies.

    Creating expert content alone is a tedious task and not always fun. Here is what Dmitry recommends to combat burnout:

    • Keep in mind the benefits of brand development.
    • Schedule content creation and communication.
    • Give yourself the right to deviate from this plan.
    • Rest at least a month in a year.
    • Ban the haters.
    • Meet the fans.

    This ended the performance and the second, interactive part of the habraseminar began. In it, try a new activity - brainstorm to search for posts. Preliminarily, upon request, guests filled out questionnaires with questions about their company. Then we divided everyone into four teams, each of which was led by a moderator from Habr. After that, inside the team, using the questionnaire, they began searching for topics for each of the participants.

    An hour later, almost everyone had a plan of action: “I’ll come to work, get these guys with these questions, and we will have cool posts!” Moreover, not only the moderator came up with ideas for the posts - all participants quickly grabbed the necessary thinking algorithms and began to help.

    After the interaction, the moderators shared their impressions.

    Nikolay Zemlyansky, editor-manager of the Habra content studio:“In my platoon there were seven fighters from different companies - banks, information security, email marketing, HR automation and more. An hour later, everyone had an action plan: “I'll come to work, get these guys here with these questions, and we will have cool posts!” Moreover, the ideas for these very cool posts came up with the whole team - the guys quickly got into the process of developing topics and, I hope, will be able to repeat it themselves. ”

    Ekaterina Gorelova, producer of native projects Habr:“A paradoxical story often develops at conferences: listeners expect miracles from the organizers and speakers in the spirit: teach us successful success and get rabbits out of their sleeves already. The orgs expect listeners to react actively and extraordinary to everything that happens. Not always and not all expectations coincide. The fact that this time we decided to storm everything together turned out to be a very correct scenario. I managed to look at texts, topics, and everything that makes up publications with a fresh, uncomplicated look. And to understand that success cannot be learned, what to think up in the company of very different people from very different companies is difficult, unpredictable, but productive and interesting. ”

    Anton Polyakov, head of the Habra content studio:“Brainstorming was the culmination of the entire workshop. By some strange coincidence, in my group, instead of newcomers, as I expected, there were very experienced people. And most of the time we discussed completely different issues. As a result, an hour of brainstorm flew for me like five minutes! And I was very pleased to chat with advanced colleagues. It has already been decided that at the next habraseminar we will develop this format! ”

    Ivan Zvyagin, chief editor of Habr:“The format of the brainstorms in companies can be as simple as it is complex. On the one hand, everyone is comfortable, because everyone knows each other well. But on the other hand, in already formed teams, the creation of new ideas and meanings can stall. All participants know roughly what ideas their colleagues will prefer, who will criticize everything, and who, on the contrary, will be overly optimistic.

    At the habraseminar, we found ourselves in an advantageous situation when the participants were not familiar and did not know what to expect from each other, that is, they were not blocked. In an hour with a little seven people generated dozens of ideas for posts, and most importantly, they realized that they had not been scribbled, and there were still plenty of interesting topics around. You just need to allow yourself to look wider. "

    Bonus for readers of this post: if you don’t know what to write on Habr, which publications will go better and which format will best reflect your business, fill out the same form as the seminar participants ( here ). Authors 1 (we are for decisiveness and efficiency), 3, 5, 7 and 11 profiles, we will come up with several free blog topics.

    Our partners helped us organize and conduct the habraseminar.

    Yandex.Cloud did a good job at RuVDS photo

    souvenirs - over battery shortage. By the way, on April 12, the guys will conduct the first launch of the server into the stratosphere, you can take part in the experiment here.

    Borjomi worked on the inspiration of content makers

    Dodo Pizza - on hunger

    MIF Publishing House and Ahmad Tea Russia - over gifts for our speakers and the most active participants in the brainstorm.

    And a few more photos from the seminar:

    Our new pillows!

    Top view

    During the seminar, we tried to prove that content marketing helps any business. They attracted real examples of how all this content activity gives an appreciable effect. And they also showed that content marketing can be done without third-party experts - by pumping a personal brand. Finally, we helped guests find real topics for the posts - as promised.

    You can purchase video recordings of reports from this habraseminar here . The next habraseminar we plan to hold in August - stay tuned for announcements!

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