Content marketing: What is content marketing?
Content marketing is an essential discipline for companies wishing to develop their activities. Content marketing is based on the creation of high-value content in order to attract a qualified audience. But how to implement such a strategy? Content marketing, a pillar of inbound marketing Also known as "content marketing," this is a sustainable strategy aimed at attracting prospects, converting them into customers, and retaining them through the production and distribution of quality content. Content marketing is therefore an integral part of an inbound marketing strategy. For a company, this is an excellent way to gain visibility and demonstrate its expertise on a given subject to a qualified audience. Whether it's blog articles, newsletters, videos, infographics, podcasts, or white papers, all your content must be of sufficient quality to respond to a problem encountered by all or some of your target prospects. This different content is then distributed through the company's usual channels: emailing campaigns, the blog, or social networks (LinkedIn, Facebook, Twitter, Instagram, etc.). Unlike brand content, content marketing does not necessarily have to promote the brand itself. Content marketing is more informative
How do I set up a content marketing strategy?
To implement such a marketing strategy, you will need to start by identifying your targets and their expectations. To do this, you need to create your buyer personas. These are fictitious profiles that are supposed to represent your different segments of potential customers. The next step is to produce different content adapted to the needs of your buyer personas. These materials can, for example, be distributed at different stages of your sales funnel. Keep in mind that each piece of content must provide a solution for your prospects. It is therefore essential to plan the production and publication of your content over time. A content marketing strategy involves being able to publish content on a regular basis.
To achieve this, it is essential to set up a watch on the themes you wish to deal with. However, be careful never to duplicate content; otherwise, your website will be harshly penalised by Google. Content marketing offers a definite competitive advantage to companies that take the plunge. To get started, however, it may be wise to use the services of a specialised digital agency.
The benefits of content marketing .
Unlike traditional advertising, content marketing provides long-term results. The content created will assist you in improving your natural referencing (SEO). You will therefore benefit from a significant gain in visibility on search engines. You will strengthen your brand image by taking on an expert role in your sector of activity. Of course, distributing informative and engaging content will allow you to generate qualified traffic on your website and retain your customers, with the ultimate goal of increasing your turnover.
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