More and more used by companies today, content marketing is a brand that generates content, whether it is informative, fun or useful, to its customers, in order to make themselves known or bring added value to these. This is a media content, usually in the form of text (articles, post on social networks, white paper, studies, forum, blog), or imaged (photo, video, computer graphics). When a brand publishes an article or photo on Facebook, for example, it is considered a content generation. Its objective is more oriented towards communication towards the customers and prospects of the brand than on the advertising side, linked of course to a more commercial objective.
Different services may be associated with content marketing. A short overview.
1. THE STRATEGY
The content strategy must be the starting point for any action. It is essential not to publish content, only to publish content. You will lose the full impact of your action and distance yourself from your goals.
The first step is to take stock of your customers. Who are they? How do they work? What are they interested in? Once Buyer Defined, it will then be easier to adapt to the creation of new content for specific targets.
It will then be necessary to take stock of the current strategy. Audit and review the content already generated by the company because it will be inspired for the future.
Once the content marketing strategy is defined, it is important to establish a consistent publishing schedule. A kind of editorial calendar with the type of content to post and the media on which they will be published (forum, newsletter, social networks, blog …). This will provide an overview of your strategy.
2: CREATING AND OPTIMIZING CONTENT
Generating content is not as easy as you think. As explained previously, it is not enough to post any information to have the impact. In addition to being thoughtful, the content must be well presented and on the right support in order to mark an interest for the customer or prospect. This is often a problem for companies wanting to develop this form of marketing: find the time and skills to develop quality content.
The internal solution, by granting the production of content to one or more of its employees have the advantage of being less expensive. In addition, the person will know the environment well. However, will the content be of sufficient quality to have the impact? Will the chosen person find the time for this new mission? Going through freelance, or a platform is often recommended as more competent and more flexible. Today, with platforms like redacteur.com, 404works.com or freelancer.com, it is very easy, and relatively inexpensive to find a competent freelancer.
Once the content is created, it is essential that the content is visible and therefore optimized. A mission that must be carried out in the long term to represent a commercial interest in addition to the playful or informative side. Indeed, the content must generate traffic and therefore a potential business.
For this, there are agencies or freelancers specialized in content optimization (conversion rate, SEO, competition, user paths …).
Content creation and optimization is a long-term task.
3. HOW TO BROADCAST MY CONTENT?
Content marketing is therefore also developed for a commercial purpose. But this, provided it is well broadcast. Its promotion on different channels is therefore very important.
With the emergence of the internet and social networks, there is today a multitude of different channels. How to know which one will be most effective? At this stage, an analysis of these distribution channels, its users but also its competitors is essential.
4. THE IMPORTANCE OF UP-TO-DATE CONTENT.
Whether for its image, for the information to be conveyed, or for referencing the website, regularly updating its content is essential. Take the example of obsolete content dating back several months still posted at the top of a website. The surfer will find information undoubtedly wrong and have serious doubts about the durability of the company … To add to that, the impact that it can generate on SEO.
5. WHICH RETURNS?
The impact of content marketing makes sense only if it is related to the returns it has generated. Hence the importance of measuring these returns through precise indicators and in relation to the objectives set at the start of the strategy. Increase in traffic? Sales increase? Development of social commitment and sympathy capital? All of these points need to be defined, but these are all objectives that content marketing can meet.