If we talk about a myth, a person who somehow is interested in online marketing without having heard of “Content Marketing”, what does it mean that this notion has all this importance?

Is it enough to say that after Bill Gates, “Content is King”, or should we say more?

It seems that everything is clear, but let’s explain to the demanding among you: Content Marketing, also known as Content Marketing in B2B for prospects and Brand Content in B2C for customers, involves creating and distributing content (quality and relevant information) that interests prospects and customers to facilitate decision-making, increase credibility and author expertise, and develop brand loyalty.

It also helps to gain visibility on search engines by improving SEO (Search Engine Optimization) and thus meets the insistence of the famous Google, which increasingly emphasizes the importance of offering quality content. Especially with the advent and optimization of several algorithms, including Google Panda introduced in 2011, which penalized low-quality content by reducing the influence of traditional SEO techniques.

Content marketing differs greatly from an advertising campaign because it is primarily useful, offers something for free, and can have an eternal lifespan unlike an advertisement that primarily promotes the brand and is ephemeral.

That said, content marketing does not replace advertising but complements it by working on brand promotion, one directly and the other indirectly.

Let’s look at the numbers: Regarding consumers, 70% prefer editorial content to advertising to engage with a brand. As for marketers, 72% believe that branded content is more effective than advertising. Statistically speaking, 67% of companies with an active blog generate more leads.

From different perspectives, content marketing is so convincing that an important question arises: How did we get here?

First, let’s thank our predecessors, the pioneers in the field: John Deere in 1895 who launched The Furrow, a magazine on agriculture still published today. Michelin in 1900 who launched the first Michelin Guide. Then Jell-O in 1904 whose salesmen went door-to-door distributing free cookbooks… And not forgetting Lego in 1987 who launched the Brick Kicks magazine…

Content Marketing is a means for a brand to stay at the forefront (Top of Mind) when there is a desire or decision to purchase. It is known especially for being a soft selling technique (Soft Sell).

Before wrapping up, let’s emphasize the editorial strategy. It’s about the long term, actions that last over time, with returns expected only after a good amount of time.

Let’s move on to the steps to implement:

1 – Define your objectives: Are you aiming to inform, entertain, inspire, influence, or gain recognition and visibility? These are crucial objectives to define as they determine the different stages in terms of media, types of content, and distribution channels…

2 – Define your target audience and their behaviors: Customers or prospects? Individuals or professionals?… The better you know your audience (age, interests…), the more refined and targeted your strategy will be.

It’s important to know where and when your audience is active: Social networks, forums, blogs…

3 – Determine what types of content: There are various types of content (articles, photos, infographics, interviews, e-books, case studies, trend reports, e-mags, conferences…) and each serves one or more specific objectives. A newsletter informs, photos and videos inspire, an article can entertain, inform, or persuade.

4 – Promote through which distribution channels: Each channel (Social networks, newsletters, blogs, groups or forums…) addresses specific questions. It depends on the previously set objective and the type of content to be promoted.

5 – Analyze your data: At this stage, calculate investments and revenues while optimizing the strategy as much as possible.

It should be noted that various tips can help you succeed in your Content Marketing strategy:

  • Be authentic;
  • Craft compelling headlines;
  • Prefer quality over quantity;
  • Diversify content formats;
  • Longer articles tend to rank better in search engines.

In short, practicing content marketing is like preparing the ground for your prospects to grow and thrive at a defined pace, which you maintain by nurturing this ground through articles, photos, videos… In short, through all kinds of content.

So, it’s in your best interest to create a well-balanced and rhythmic content publication schedule.

[tw_callout description=”” btn_text=”Contact us” btn_color=”#e93529″ btn_url=”http://webeuz.agency/?=cidaf-art” btn_target=”_blank”]LET’S DISCUSS YOUR PROJECT OVER A GOOD CUP OF COFFEE[/tw_callout]