Nowadays, publishing content on a large scale has become easy, but incorporating it into a real strategy is proving tricky. The mere fact that companies publish content does not automatically mean that they have done a good job that will pay off. According to a survey carried out by the Content Marketing Institute, more than half of the companies have the impression of doing Content Marketing without success …
In addition, businesses are faced with the challenge of reaching out to consumers as conventional advertising is less and less of interest to them, and is even viewed as negative from a consumer perspective. For best results, it is therefore necessary to distinguish the strategic part from the operational part of Content Marketing as for all Marketing disciplines.
The Content Marketing strategy
Content Marketing is a pull discipline that is part of inbound marketing, also called Inbound Marketing. It encompasses all marketing actions aimed at bringing the user to a specific website to make him voluntarily consult the content of the brand. This covers in particular the SEO disciplines, social media as well as Content Marketing.
The Content Marketing strategy consists of develop a long-term strategic plan in production, deployment and management for all online content. The founder of the Content Marketing Institute, Pullizi, gives the following definition: “ A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action “. In other words, Content Marketing is guided by a differentiation strategy focused on the creation as well as the distribution of exclusive value-added content, making it possible to attract the targeted segment while creating long-term economic value.
Given the fact that Fantin, a follower of Content Marketing, finds that eight out of ten Internet users depend on the Internet as a source of information, the marketer Baer explains in his book ” Youtility The importance of relevant content. According to him, it is possible to win a customer the same day by selling a product or service. However, by helping a prospect, it is possible to win a customer for life.
Indeed, the Content Marketing strategy creates a real win-win situation. As the user receives the information they need to complete their purchasing decision, the brand benefits from a new customer. Knowing that a user consults more than ten different content before making a purchase decision, the Content Marketing strategy aims to be present at each visit.
The Content Marketing strategy thus pursues the objective of promote a brand to be perceived as superior compared to its competitors. Through value-added content, the brand becomes an expert in its field. It is therefore a real differentiation strategy on the web.
Content Marketing, operational part
Content Marketing or content marketing, which represents the operational part, is one of the key disciplines of CWT Advertising with SEO, SEA and affiliate. The word “content” itself is a generic term for each publication format that a company creates. According to the Content Marketing Institute, quality content is inevitable for any Marketing discipline. There are many types of content like white papers, case studies, videos (webinars, tutorials, podcasts), landing pages, blog posts, social media content, etc. In short, all the content published on the brand’s website and on third-party sites such as Facebook where the brand publishes content is part of Content Marketing.
To be effective, the content must firstly be relevant and useful for Internet users, and secondly promote the brand’s objectives. Content Marketing has the ability to arouse the interest of customers, and even stakeholders in general. Instead of directly marketing the product as in traditional advertising, Content Marketing promotes the building of a deep relationship of trust. It is defined as theart of communicating without advertising and therefore without directly promoting the offer.
In order to build a long-term relationship, we go through the creation of stories around the brand such as storytelling. It consists of developing stories in which the prospect can identify, stories that must be authentic, exciting and relevant. By helping him in this way, the brand demonstrates its expertise and demonstrates that it recognizes and understands the needs and expectations of its target. It is for this reason that storytelling is the most important tool of Content Marketing.
Image source: Shutterstock