In recent years, the Internet has encountered a veritable explosion of websites, because being a click away from the competitor requires a presence on the web. The site must display its differentiation and be especially noted for its added value. As for brands, they need to profit from marketing actions to improve their visibility on the Web. Thus, Content Marketing or content marketing represents an effective weapon to overcome this obstacle …
In previous articles on the subject, we had given a definition of Content Marketing and its strategy and had looked at the birth as well as the evolution of Content Marketing. Now let’s look at the objectives pursued by the Marketing discipline.
The objectives of Content Marketing actions are diverse and can be classified into five stages:
1 / Create value for the brand
A real value creation strategy from the customer’s point of view, Content Marketing is essential to any CWT Advertising strategy to create a competitive advantage. The content, free and adapted to the needs of the targeted Internet user, is characterized as a service associated with the brand which can be classified into three categories:
- First, added value can be channeled throughbrand information, like communicating a new product or industry topic;
- The entertainment, sought after on social networks in particular, is the second way to stand out from the competition and create added value. By communicating in a humorous way like the Ben & Jerrys, Innocent or Evian brands, Internet users relax and have fun. Among other things, entertainment is accessible through games and contests;
- The last category isvalued : Internet users can identify with the brand, exchange experiences and nurture their self-esteem.
Example: Hotels.com, brand of the tour operator Expedia
With its travel guides, the brand allows Internet users to obtain information (peripheral service linked to information) and to make reservations directly on the site (core business of the site). It becomes a meeting place for everything that includes travel, which is characterized as added value. With its landing page “10 most romantic activities in Paris”, it ranks third on a Google request (July 12, 2015), thus making it possible to respond in real time to the needs of the Internet user. By implementing this strategy, the website creates a positive encounter with the Internet user (the latter now considers him an expert in his field): it creates value from the customer’s point of view.
2 / Increase awareness, level of knowledge
The second objective of Content Marketing is to increase brand awareness. According to Google, the key is based on interaction-oriented campaigns to convey a positive image. These interactions can be favored on the one hand thanks to a good positioning on search engines, also called SEO, which will be analyzed in detail in the following point. On the other hand, interactions can be favored within social networks. However, the strong intervention of brands in communities such as Facebook, Twitter or Instagram has led to information overload.
In order to protect the Internet user from trivial and irrelevant publications, Facebook has just modified its algorithm with regard to the news flow. Since January 2015 (Facebook, 2015), it has been filtered by click behavior and interaction with fan page subscriptions. For brands, this is characterized as an obstacle to be overcome.
Indeed, for a 2.0 brand to be able to interact with Internet users in a successful manner, the content must be relevant to the targeted segment. The more interactions a brand receives, the greater the reach and the more notoriety can be influenced.
Example: Univsersal Pen’s blog
With its industry-specific articles (promotional gifts), the Universal Pen blog not only attracts the attention of potential customers, but also improves its visibility on search engines. One of its strategies is to publish articles that primarily meet the needs of the end customer.
3 / Create qualified traffic from the brand’s website
The third objective of Content Marketing is the creation of “qualified” traffic. It is possible to compare online traffic with visits to a physical store. Even if a small store attracts a thousand customers a day, it becomes economically harmful if none intends to make a purchase. Only customers who characterize themselves as prospects can be taken into account. Therefore, it is the quality – not the quantity – of traffic to a site that is sought.
It’s getting harder and harder to get a prospect’s attention on the web. However, we note that a brand perceived as an opinion leader through its relevant content can attract the attention of prospects. For this, several traffic creation tools are available: affiliation, social media with social buzz, corporate blog, forums and SEO.
The intermediation site Paruvendu.fr has integrated an important editorial part allowing it to be positioned stably in the first results of Google. When a user arrives via the search engine, it is thanks to the request corresponding to their problem. Following the search “Buy an old home” for example, the site appears in first and second position with attractive and relevant content to the request (07/05/2015, appendix 3). According to a study carried out by Slingshot SEO with 170,000 visitors, the site benefits, with these two positions, from a click rate of 28.25% (Lendrevie, Lévy, 2014). Another survey by Jupiter Search / iProspect confirms that 85% of Internet users only consult the first page, including 60% the first three results, hence the need to be well placed following queries.
4 / Generate leads
The fourth objective of Content Marketing is the generation of leads, in other words the generation of qualified prospects. In order for a user to become a lead, they have voluntarily provided their personal data. This can be done when subscribing to a newsletter for example, a game, a whitepaper, etc. (Lendrevie, Lévy, 2014). The goal is to detect potential customers, take good care of them and ultimately convert them into customers. Content Marketing then aims to establish a deep relationship instead of making him buy a product or service instantly.
5 / retain Internet users and make them live an experience
The final main objective of Content Marketing is loyalty, which is the result of unique, original content that is very different from that of the competition. Content Marketing creates trust between the brand and the customer. It is for this reason that the content is transparent, authentic and non-advertising.
A user satisfied with the response obtained following a Google query returns for further questions on the same subject directly on the site. Also, by creating a real experience, the internet user is attached to the brand and becomes less sensitive as regards the price variable (University of Pennsylvania Wharton, 2007). A loyal customer is indeed ready to spend more since he develops a feeling of closeness and connection.
The website, blog and social networks represent tools that promote interactions with the brand and the creation of deep relationships. Kottler and. al (2012) confirm that the deep relationship goes through lived experiences with the brand. On social networks, the user becomes active and generates content, also called User Generated Content. He thus becomes brand ambassador by promoting, for example by sharing a publication with his friends on Facebook.
To find out more about Content Marketing:
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