- Content marketing, also called content marketing, is an inbound marketing strategy aimed at providing prospects and customers with quality educational content on different channels. Creating relevant and relevant content has several advantages
- Improve your visibility on the internet
- Testify of your expertise in your sector
- Enrich your marketing strategy and develop your growth
But a content marketing strategy is not just about producing a lot of content to feed your website, your emails and your pages on social networks. You will need to take into account many elements to be able to generate traffic and attract qualified prospects .
Follow these 4 golden rules to develop an attractive and impactful content marketing strategy :
1 .Define your content marketing strategy
2 . Create compelling content
3 . Promote content to increase visibility
4 . Keep an eye on performance indicators to optimize your strategy
1 . Define your content marketing strategy
Specify specific and relevant goals:
To create an effective content marketing strategy, it is necessary for you to set goals to be achieved in advance. They can take many forms:
- Develop your brand image
- Increase your visibility
- Generate prospects
- Increase your conversion rate from leads to customers
- Retain customers
- Increase ROI (increase in sales)
Get to know your potential customers through buyer personas
Establishing buyer personas allows you to establish more precise purchase scenarios by creating content that matches the challenges of your prospects. The more your buyer personas are specified, the easier it will be to create relevant and attractive content. For that :
- Brainstorm around your ideal customer vision, using your salespeople
- Ask your customers and prospects
- Harness the data you collect throughout the year
- Update them regularly
Establish a precise editorial calendar
Hoping to produce content on a regular basis without having previously built a release schedule is not a viable long-term strategy. Planning the writing and publishing of your content will allow you to maintain a steady pace . You will also have an overview of the different contents to be produced , deadlines of time to be respected as well as the availability of the resources allocated.
This publication calendar will have to take into account the events in which you participate, which are all opportunities to produce specific content: the digest of a webinar or the retrospective video of a trade show for example. This will allow you to capitalize on your participation and enjoy the notoriety of the event in question.
Brainstorm to find ideas:
Pay special attention to the themes you wish to treat within your content. To find these theme ideas, there are several possibilities:
Perform an active watch on the major trends of the field . In the case of digital prospecting, the example of the RGPD has been a case study with a wealth of content written by industry experts.
Identify the interests and questions of your prospects.
Regularly check the content written by your competitors . It’s not about duplicating their content, but about making sure that you do not give them a monopoly on certain topics.
Use the keyword research help tools . For example, you can use Google Keyword Planner, integrated with Google Ads software .
Interview your sales teams and your current customers .
Take advantage of the multiplicity of formats at your disposal to establish links between your different contents . For example, you can promote your next webinar by writing a blog post about this topic.
Optimize your content for SEO:
In addition to the relevance of the topics you cover within your various content, it is essential, to improve your visibility, to ensure their natural referencing. Your SEO strategy should fuel your content marketing strategy, and vice versa.
- Do they bring real value to your prospects?
- Is your site optimized for mobile browsing?
- Is your text correctly hierarchical?
2 . Create compelling content
Choose a type of content to broadcast:
Depending on the theme you want to address and the personas you want to target, you will not choose the same formats. This multiplicity allows you to diversify your content, and adapt to the maturity level of your targets . The video lends itself, for example, very well to the scenarios of a product. Similarly, a person who is little advanced in their buying cycle may be content with a general blog article on the subject, to become aware of the issues raised by his situation; as for a more expert surfer, he will undoubtedly be happy to discover an ebook or a complete and sharp white paper on a subject that interests him.
To satisfy your prospects to the maximum, several contents are available to you:
Blog posts : By improving the natural referencing of your website, they can generate more traffic and attract new prospects . A regular publication also helps to retain your readership, or even to get them to subscribe to the newsletter. Quality blog articles allow you to highlight your professionalism and expertise, which feeds trust between the prospect and the company.
To get the most out of it, make sure readers are curious about the title, maintain their interest throughout the article (with key figures and original visuals, for example) and promote navigation within your site thanks to hypertext links.
Ebooks: these high value-added contents are downloaded by Internet users from a landing page (or download page). The chosen subject is treated in more depth, and the layout is further worked, to highlight the essential data. To access it, the reader must communicate certain information (name, email address, sector of activity …), which then allow the company to qualify these new contacts .
Infographics : they highlight, in a very visual (and sometimes playful) way, the main informations. This is an excellent lever to activate if you want to share data in your possession, allow your prospects to quickly identify the most important elements , and promote sharing . The focus must necessarily be on the layout and visuals, to make the graphics as attractive and readable as possible. However, be careful not to insert too much information at the risk of losing your prospects.
Integrate your content on your website:
Whether it’s a blog post, an ebook or a video, we advise you to use a non-personalized CMS (WordPress or Hubspot offer quality templates, extremely flexible if necessary), easy to use . Unlike custom CMS, it does not require any particular coding knowledge, and is therefore within everyone’s reach. It will save you time when you put content on the website. Your website will be protected thanks to the software, which offers regular updates.
At the time of integration, verify that the content is optimized for all devices (computer, smartphone or tablet). If this is not the case, make the necessary changes so that the ergonomics are adapted. Take the opportunity to ensure that your content encourages the user to continue reading: create spaces to air your text, use bold and colors to highlight certain information, insert relevant visuals …
3 . Promote the contents to increase their visibility
Publish on social networks:
Thanks to the preliminary study of your personas, you know the main sources of information of your prospect. It’s a safe bet that social networks are part of it. Algorithms often evolve, and encourage brands that want to increase their visibility to publish regularly.
If your business has a dedicated social media page, you can promote blog posts, ebooks, or infographics. Insert the URL link into a short and powerful text and accompany it with an attractive visual. The goal? Give users the urge to click to view your content.
At the same time, you can use paid advertising to reach a larger target than your own network, and generate more traffic. The fundamental advantage of this lever is to be able to establish a precise profiling (function, level of responsibility, targeted sector) of the people that one wishes to target .
Creating hashtags related to the themes of your content on Twitter is also a good strategy. On the same principle as the Google search bar, if you use the right words, you will be more likely to be found by users.