content marketing (or content marketing, in French) has become essential for all companies looking to establish an online presence.
Much more than simple tactics designed to strengthen your marketing strategy, this approach is now ultra-complete and integrates many tools.
Whether you need it generate more traffic On your website or your social network, to improve your conversion rate or establish your reputation as an expert in your sector, content marketing is suitable for all situations.
Content marketing, what is it?
Content marketing it consists of producing and publishing, in a perfectly targeted and very regular way, content with high added value for your audience. Newsletters, blog posts, social media posts, videos, podcasts, white papers… all digital media that your target audience is likely to appreciate have a role to play.
The content created must, by definition, be customer-focused. The goal is to offer the latter concrete and coherent answers to the questions he asks himself, to inform him about topics that fascinate him, or even to offer him a moment of fun or escape.
The important difference between content marketing and other categories of communication is here: the brand creates commitment by going to the audience, giving him something. Unlike traditional advertising, it is not about trying to convince that your product or service is superior. Instead, the goal is to establish an honest connection with your audience.
Brands that choose to use content marketing must not only adhere to a sustainable content creation schedule, but also, above all, offer “real” content. And it can’t be improvised!
That is why many brands choose Studio Eskimoz develop and implement an effective content marketing strategy.
Content marketing, brand content, inbound marketing… How to cope?
It may be difficult for the uninitiated to know exactly what these innumerable expressions, which are used interchangeably in English and French and which all refer to internet marketing !! Therefore, we often confuse content marketing (or, remember, content marketing). inbound marketing.
If content marketing produce quality content for your target audience, inbound marketing, on the other hand, refers more precisely to efforts made to generate traffic, qualify potential customers, and convert visitors. Therefore, content marketing can be considered a strategy that is part of a more global inbound marketing approach. It can be combined with other strategies.
Among these other strategies, the one from brand content (or branded content) can also be easily confused with content marketing. It is based on the distribution of editorial content (texts, videos, etc.), but the difference is evident in the level of content of the content itself.
Unlike content marketing, which works to meet the needs of your audience, brand content revolves around your brand. It’s about highlighting that through skill mastery of storytellingfor a result closer to traditional advertising.
Content marketing: a multitude of media
The content-specific materials are multiple and diverse, allowing each company to find the appropriate means of expression.
A blog is a space that is especially suitable for publishing high value-added textual content. The latter are also great in terms of SEO. I effective SEO results in optimal traffic, often synonymous with conversion.
Remember to analyze your personalities as needed to offer them information that meets their expectations. Feel free to create your blog in a way that encourages users to keep visiting and reading more articles, including links and a “you might also like” block.
The better your audience benefits from your universe, the more close they will feel to you and the greater your chances of seeing your clientele grow.
Videos are widely used in content marketing as well brand marketing, and not without reason! To this day, this format is the one that internet users prefer, especially on social networks. Tutorials, inspirational, funny videos, reports, behind the scenes, or even unpacking… the possibilities are numerous.
With the technologies available to everyone today, you will be able to deliver sufficient production value for most platforms at a lower cost. With a slightly higher budget, you can also try animation or movement design.
The Internet without images would be very monotonous and most Internet users allow themselves to be intrigued by images long before they start reading text or watching video. On social networks, quality images can practically stand on their own.
To create maximum engagement for your visuals, focus on quality and be sure to establish a graphic charter that will provide all the necessary consistency. Photos, infographics, mini comics … let your inspiration come to the fore.
Whether you run a podcast regularly or want to publish an interview with high added value, audio has its place in marketing content strategies. Such a format offers great potential for targeting your audience and standing out from the competition.
E-books are an ideal opportunity to offer content with very high added value, absolutely unique and based on the expertise that your company is the only one to have. Do not hesitate to publish manuals or other writings that will improve your skills to improve your visibility.
Whether you choose to use it on your own or integrate it into an even more comprehensive inbound marketing strategy, content marketing is unmatched in strengthening the efficiency of your sales flow. Create a surprise to better engage your audience and offer them an experience that will make you stand out to see your list of potential customers grow.