During the e-marketing fair held at Paris Porte de Versailles on April 8-9-10, 2014, I was able to attend a presentation by the Nouvelle-R agency on Content Marketing. I found Renaud Alquier’s presentation particularly interesting, which is why I decided to summarize it by adding my own ideas …
What is Content Marketing?
I found it very interesting the different definitions from influencers on the subject that can be found on this blog, I offer you a summary.
“Content Marketing is a marketing process that aims to attract and retain customers and prospects by creating free content with high added value. It is the result of the successful synergy between search engines, social media, e-mail, website, blogs…
The most effective content is the one that best meets the needs of the target audience and visible to the greatest number in the shortest amount of time. The rule of thumb is to put answers to customer questions with some expertise at the heart of the content strategy to allow customers to build trust, appreciate and do business with the brand. ”
How can content marketing help a brand gain performance?
According to Renaud Alquier (Founder of Nouvelle-R), there is a typology of content on the Internet:
- Content editorials which consist of “telling a story”: this is the basis of content marketing, the story must be concise, short, concise but above all clear to the user;
- Content business : this type of content makes it possible to encourage people to buy, they can generate leads;
- Content social : one of the most important content in my opinion, because it creates interactivity with customers and prospects;
- Content experimental : they serve to enhance the user experience with more original content. (rather made by big brands, big accounts).
Effective editorial content allows you to catch the internet user via a story, commercial content will then allow you to convert Internet users and finally the implementation of social content allows you to retain Internet users, and even better, to transform them into ambassadors of the brand.
There are 5 key steps to create content, here are the details:
1. The design phase
It is during this phase that the idea is born, it is necessary to define the theme, the angle and the orientation that we want to give to the content by choosing the right keywords and finally choose the dissemination media.
2. The realization phase
Once the content has been designed, it must be put in place, so we move on to the production phase. The content can be in the form of text, computer graphics, video … we do not forget information such as the date, name or position of the author.
3. The dissemination phase
As its name suggests, it consists in disseminating the content produced on websites, social networks, forums and on search engines.
4. The moderation phase
Following its dissemination, it is necessary to monitor its performance: what are the press spin-offs? Is the content read? Is it commented? What are the returns? It is necessary to moderate all of this in order to obtain adequate feedback and respond to reactions.
5. The interaction phase
Fifth and final phase, that of interaction. It is a question of identifying the contents created by the Net surfers on the same subject and valuing them. What do we say about the brand? On the content? Perform a semantic analysis in order to classify the possible response themes, and finally enhance the community.
In which ecosystem is content evolving?
Photo credit: Renaud Alquier during his presentation at the e-marketing fair
Content marketing evolves in an ecosystem that must be controlled. We can distinguish the ecosystem “On-site”, “Off-site” and the Internet nebula.
The “On-site” ecosystem constitutes the privileged space for publishing content, which is generally the brand’s website. The “Off-site” ecosystem is made up of the brand’s social networks, social media, mobile applications and blogs. The “Off-site” is for me the starting point for viralization. This is the “interactive” user experience. The brand must then adapt the content it generates “On-site” according to the audiences and uses of the “Off-site” ecosystem.
In these two ecosystems we can find the following elements: (to adapt of course)
- Graphic elements: visual identity, logo, photos and / or videos (rich media);
- Textual elements: news, products and services, descriptive texts not to be overlooked (poor media);
- Marketing Elements: “call to action” button etc…:
- Elements of sharing: viralization and socialization.
Finally, content is drowned in the Internet nebula, among billions of content on the web. And it comes out of the brand ecosystem. This is the content generated by Internet users. It can be a comparator, media sites, internet blog, etc.
If we were to repeat the five key steps to create content and the three ecosystems, in my opinion the design and production phase corresponds to the “On-site” ecosystem, the dissemination and moderation phases are exercised on the “on-site” and “off-site” ecosystem and finally the interaction phase is exercised on the internet nebula.
What goals for content marketing?
If you follow the steps for creating content listed above and understand the content ecosystem, you are meeting key objectives of content marketing.
Quality content marketing makes your site more attractive. Knowing that you provide attractive, relevant content and that in addition to that you answer questions from interested parties and this for free, you meet the conversion and loyalty objectives. You can track indicators such as bounce rate, conversion rate…
If you regularly add content to your websites, the Google robot will visit your sites more often and improve your positioning on search engines. You can follow your positioning, the evolution of your traffic …
Finally, you must follow the engagement rate of your internet users on your social networks, the participation rate on your blogs and forums and you can also make available a “user reviews” module in order to collect positive user reviews. All this will improve your e-reputation !
This list of objectives is not exhaustive, so Content Marketing can meet several needs depending on your strategy. However, creating content is not enough to create content; if your content marketing is of poor quality or not adapted to your audience, this can have harmful effects for your brand.