Do you want to optimize your business communications and improve your revenue in the long term ? Then you can't afford to miss out on content marketing ! Because in the digital age , a well-established content strategy allows you to achieve an exceptional return on investment . In this article, I describe all the processes and give you all the basics you need to take advantage of them .
Article SummaryTo help you navigate this lengthy blog post, here's a summary of the four key points to consider for successful content marketing. As your project progresses, feel free to return to this article and use the menu on the left to jump directly to the topic that interests you.
Understanding content marketing: benefits, web marketing methods, content forms, communication channels, budget, and duration.
Structure your editorial marketing: editorial line, publication planning and team creation.
Establish your content strategy: choosing the themes to cover and the best distribution platforms.
Analyze statistics: business objectives and analysis tools.As you read on, I suggest you keep the following six elements in mind. These are the fundamentals for a successful content strategy!
Focus on quality over quantity.
Personalize your posts based on your personality and your readership.
Ensure you have excellent visibility by varying your distribution channels.
Diversify your content formats .
Learn about your audience.
Define your goals.
1. Understanding content marketingI'll explain right away why and how you can take advantage of this process to optimize your company's communication. But before that, you need to know the definition of content marketing .
Content marketing is a communication strategy aimed at providing your customers and prospects with quality , useful , and attractive content . This method already existed long before the internet, but it has exploded since the advent of web marketing.
Today, whether your business goals are B2B or B2C , content marketing is undoubtedly the best way to get your brand out there. This marketing strategy requires preparation and skill, but is extremely effective in the long run.
By reading this entire article, you will know how to achieve this!
1.1 What are the benefits of content marketing?
By distributing your various content across all digital channels, you obtain lasting and significant results .
First, you significantly improve your visibility . Your customers and prospects will find your brand online. This means your business is visible across all web communication channels relevant to your industry. This allows you to generate quality traffic and encourage prospects to take action .
This way, you belgium phone number data build considerable awareness by establishing yourself as a recognized specialist in your field. By doing so, you become a key player and inspire the greatest trust . This is also the best way to build customer loyalty .
Additionally, by establishing a good content strategy, you can significantly improve your conversion rate . Which, as you know, has a direct impact on your turnover !
1.2 What are the web marketing methods?
There are several ways to attract prospects online. I'm going to outline the sales processes you can use to ensure you have a successful content strategy.
Outbound marketing
This is a short -term communication , mainly aimed at promoting short-term actions or quickly launching your activity. It will therefore be used occasionally and will have rapid , but not lasting, repercussions.
To take advantage of this concept on the web, you use paid search (you will find more information about SEA in point 1.4). You can also organize a promotional email campaign , which allows you to reach a more targeted audience.
However, outbound marketing (also called outgoing or interruption marketing) is an old method that tends to lose its effectiveness. Indeed, this process focuses more on quantity than quality. That's why I advise you to use it sparingly and devote the majority of your energy to the following concept.
Inbound marketing
Inbound marketing , as opposed to outbound marketing , is a long-term communication strategy . This process was developed by web marketing specialists and aims to establish a strong and lasting relationship with your consumer.
To achieve this result, this digital communication method can be divided into four stages: attract, convert, close and retain . The tools used to achieve this are essentially marketing automation and lead nurturing .
So, you understand that content marketing is an integral part of inbound marketing (also called inbound marketing). The great advantage of this sales strategy is that it gives the buyer freedom of choice, which is essential today for online sales.
Infographic: inbound marketing vs outbound marketing
1.3 What are the different forms of content?
On the web, communication is only possible through content. Moreover, content represents your brand image, your qualities, and your values. This is why you must take absolute care with all the information you convey, regardless of the format you choose.
Editorial content
Editorial content is essential for informing your audience. It also helps search engines understand your message. Therefore, you must write quality texts that best address the intent of user queries.
To ensure the best possible visibility, you will use a rich vocabulary and cover the topic in its entirety . Of course, you will choose a main keyword that will serve as a red line. However, be aware that there are 6 types of keywords and, depending on your needs, each has its own use.
However, you should definitely not repeat it excessively in the hope of pleasing Google. On the contrary, you are developing a semantic field that proves to indexing robots that you are indeed talking about the entire topic covered.
Visual content
Images and infographics also have great power in digital communication. Once again, they convey a powerful message to your audience. On the other hand , they serve to sustainably promote your business by highlighting your branding .
Additionally, visual content is essential if you're communicating via certain social networks . This is particularly the case with Instagram, Flickr, Pinterest, Snapchat, and even LinkedIn and Facebook. By sharing quality information, you significantly increase click-through rates and build customer loyalty.
Another advantage of paying special attention to the distribution of your photos is that you'll be visible at the top of search engine pages. For example, if you type "tulip" into Google, images will appear at the very top of the SERP . And in just two clicks, the user can naturally find themselves on your website.
Screenshot of searching for the word tulip on Google
Video content
Did you know that YouTube is the second most used search engine in the world? In France, nearly 50 million monthly users enjoy this video-sharing platform!
On top of that, this entity has been owned by Google since 2006. It's no surprise, then, to find its content among the top results on search results pages. Here's what appears when you search for "change a wheel" in the search bar.
