What is content marketing?
Content marketing refers to a marketing strategy based on the creation and distribution of qualitative content.
The objective is:
- to attract the attention of prospects and customers to the company’s website,
- to encourage prospects to provide their contact details in exchange for high value-added content.
Content marketing is directly integrated into the Inbound marketing strategy. It increases the visibility of the company on different search engines and on social networks. These techniques are less intrusive than traditional promotion techniques.
How to create a content marketing strategy?
Developing the content marketing strategy revolves around different axes.
- Identify the company’s audience through persona development.
- Create several types of content based on the purchasing journey.
- Propose attractive content and prepare a publication schedule.
- Carry out monitoring on given themes by offering updates and additional information on content already produced by the company (content curation).
- Implement natural referencing (SEO) to increase traffic on the website and optimize the link acquisition strategy.
- Work on the company’s social networks so that they are sources of traffic and increase the company’s online reputation.
The Elements of Content Marketing
Blog articles
In the form of an article like a newspaper, the blog helps generate traffic. It strongly contributes to the natural referencing of the website (SEO). It allows the consumer to be informed on various subjects related to the products or services offered by the company.
Images and videos
Quality images and videos are essential in a content strategy. Consumers attach great importance to the visual aspect, images and videos help attract consumers’ attention. Furthermore, they convey the company’s brand image. Note that video is the preferred format of users.
Podcasts
Recording podcasts firstly allows the company to stand out and secondly allows it to reach its audience in a more personal way.
Infographics
Infographics consist of disseminating information visually using colored diagrams, for example. The message delivered is clearer and more concise.
The E-Book
The e-book or electronic book allows you to communicate on the company’s activities. This is a downloadable PDF document. It allows
- to attract prospects interested in a theme related to the company’s offers.
- to promote the company’s skills and engage its audience.
A case study
Carrying out a study allows you to highlight concrete feedback, which reassures the prospect. It humanizes the company and improves its image.
Interviews
Interviews with an expert or customer support the credibility of the company and promote business opportunities.
Webinars
Webinar is the contraction of “Web” and “Seminar”. This means of communication consists of holding online conferences. This interactive solution makes it possible to maintain a link with the company’s customers or to create a first opportunity for contact with prospects.
Press release
A press release is a document aimed at journalists and influencers. It allows you to communicate about the company’s products and services. The goal is to make journalists and influencers want to speak as “professionals” about the products and services that the company offers.
What are the benefits of content marketing?
Content marketing allows you to highlight a company’s expertise and reach a qualified audience. It also optimizes the company’s SEO. In addition, content marketing also allows:
- To establish the reputation of the company
- Increase the visibility of the company online
- To attract new prospects
- To build loyalty among the company’s audience and customers.