With digitalization, not being visible on the web is unthinkable. Social networks, website... you have to use all communication channels to attract your targets and improve your brand image.
To do so, you must implement a quality content strategy. The more marketing content you produce, the better your natural referencing on search engines.
But how do you implement an effective content strategy? The best way to turn your prospects into customers is to use the expertise of a specialized agency.
Thanks to Sortlist, find your marketing agency quickly.
An effective content marketing strategy has several objectives:
The implementation of content marketing that meets all these objectives is done in several stages.
In other words, objectives that are measurable, attainable, realistic. But also objectives that can evolve with your strategy.
Of course, the primary objective of a content strategy is to convert leads, but this digital marketing technique also has other objectives.
For example, you can set up a content strategy for sales, loyalty, promotion of new products or services, development of the number of fans and subscribers, etc.
You can also have seo objectives, i.e. improve the traffic of your website on search engines.
In all cases, make sure your goals are measurable, achievable, realistic.
Throughout your content strategy, always keep your objectives in mind, as they are the ones that help you define your targets and your content media.
Personas are fictitious characters that correspond to your targets. Before setting up a content strategy, define who your personas are.
To do this, establish cards that define their characteristics:
This is the guiding thread of your content strategy. Your editorial line must be consistent with your objectives, your people and your brand image.
For the creation of an editorial calendar :
This consists in optimizing each page of your website. If you have already published content, first do a seo audit to identify the pages of your site that generate the most traffic and those that are less optimized on search engines.
Once you have done this, assign a keyword category to each page and a list of additional keywords that you want to include.
After the audit, insert the keywords
To attract your targets to your site and incite them to make a purchase decision, you must create high value-added marketing content that addresses their issues.
In fact, your subjects must be relevant and useful. In this perspective :
Creating content is a long-term job that needs to be done over the long term. Produce quality content on a regular basis, stick to your themes and define the right media.
Monitoring and analysing what the competition is doing keeps you on track with your company's themes. What's more, this approach also allows you to come up with ideas for topics to be covered, but written in a different way, to identify the networks your competitors use: Facebook, Twitter, etc.
With a webmarketing agency from Sortlist, gain visibility and save money and time.
Content marketing is a marketing strategy that aims to produce high value-added content on all of the company's communication channels: social networks such as Facebook, Twitter, etc.s, website, newsletter, etc.
Marketing content is particularly effective, especially in B2B, since it can evolve with your customers. Indeed, unlike an advertisement in a magazine or on flyers, digital marketing is not fixed. When a flyer or print, you can't do anything to change it, whereas a content marketing can be modulated ad infinitum.
According to statistics, a company with a quality content strategy attracts three times as many leads as a company that uses paid advertising. Better yet, a good content strategy is behind nearly 90% of the purchasing decision. Source: CMO Council.
The content strategy addresses several areas of digital marketing. To implement an effective content marketing strategy and to verify the relevance of your content, you must regularly measure your performance. For this, you have several indicators:
To optimize the return on investment, inbound marketing is a good content strategy.
Inbound marketing" is a marketing strategy that consists of bringing prospects to the company's solutions to convert them into customers through high value-added content.
It covers all stages of a marketing process, from prospecting to customer loyalty.
Thus, the implementation of inbound marketing requires skills in several areas and must respect a certain methodology communication strategy.
4 steps are essential to implement an effective inbound marketing strategy:
And this is thanks to:
The best way to do this is to:
To contact your prospects and propose them a personalized offer, you can for example :
Loyal customers will promote your company's products and/or services. Which will be good for your image.
To build customer loyalty, you can reward your customers with free products or services, discounts and promotions, free invitations to trade shows, etc.
Unlike other content marketing strategies, inbound marketing is personalized. Indeed, your approach must depend on your target customers.
A content strategy is based on several content carriers. To choose the right one, you have to base yourself on the type of content your people are most interested in.
Blog posts are the most well-known types of content when it comes to content strategy. And for good reason, it is the easiest type of content to implement.
By writing quality blog articles that meet the needs of your audience, your natural referencing on search engines, especially Google, is optimized.
Podcasts are digital audio content available for free online or by download. It is a major content marketing tool as it reaches more than 10 million potential listeners - 2019 statistics.
The advantage of podcasting is that it is accessible everywhere. Thus, a future subscriber can listen to your post in the shower, while cooking, in traffic jams, while jogging, etc. Moreover, its implementation is financially accessible. In other words, you don't have to deploy tens of thousands of euros to get it out on the listening platforms.
To ensure the success of a podcast, you must :
With videos, content is king or KING. Indeed, this type of content is ideal for optimizing visitor engagement in order to have a better conversion rate.
More meaningful than photos, videos are a better way to convey emotions. They are also ideal for showing your customers how your products or services work, what the solutions to a given problem are, etc.
Today, videos present more than 80% of the feed used by Internet users.
The white paper is a document that provides information about your company and allows you to raise awareness among your prospects. It allows you to showcase your skills and expertise in a field, but also your products and services. Thanks to this content marketing tool, your company is positioned as a leader in its market.
This premium content will enable your company to convert your prospects into leads.
The interests of the newsletters are multiple:
For all these reasons, you must take particular care in writing it and choose the content carefully.
Making a success of your customer testimonials allows you to seduce your targets while reassuring customers already acquired. It is a particularly effective content strategy to increase the visibility and notoriety of the company.
To do this, you must follow certain steps:
The Webinair is an online content very appreciated by Internet users since it requires a real expertise in its implementation. Thus, a company that uses this content marketing strategy is seen as a leader in its field of expertise. Moreover, it is a content marketing tool that easily encourages Internet users to give their contact information. And rightly so, the webinar can be viewed live, but also on-demand to fit your audience's schedule.
This makes it a great lead generator in inbound marketing.
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The creation of web content such as blog articles, videos, white papers... offers the company several advantages.
Thanks to a quality content with targeted keywords and written in a seo referencing perspective, you improve the brand image of your company. Indeed, your website is ranked in the first pages of search engine results. As a web user tends to click on the first sites to find the information he is looking for, your website will generate a high rate of visits and traffic compared to your competitors.
At the same time, the more valuable content you create, the more you showcase your expertise in a field.
The creation of digital content such as blogs, webmagazines, white papers... costs almost nothing financially. While their impact on your brand image is enormous.
Thus, even if the implementation takes a lot of time, it is a much more accessible and effective marketing strategy than a simple advertisement.
Content marketing is a personalized communication strategy. Indeed, you use contents adapted to your targets and meeting their needs.
In addition, a content strategy allows you to maintain interpersonal relations with your audience, particularly through loyalty programs.
The more you produce high value-added content adapted to your targets, the more you reassure them and the more you attract new prospects. In addition, thanks to the solutions you provide, your brand gains additional visibility.
To do this, publish more content on social networks. Facebook, Twitter... allows you to widen your audience. Indeed, they have an indirect impact on your natural referencing.
Each type of content you produce generates natural visits as long as it appeals to your targets and has value for them in the long term.
The content you have created on your website belongs to you. You can therefore reuse them at any time, or even update them to adapt them to the needs of your new subscribers.
You too can benefit from all these advantages of the content strategy by using an agency carefully selected by Sortlist.
This plan is a model that you will follow throughout the life of your business. It summarizes all the marketing actions you have undertaken, and will continue to undertake to achieve your goals.
Thanks to the model, you keep in mind your targets, their behaviors, their expectations so that your next content marketing does not deviate from their expectations.
The internal mesh makes it easier to navigate your website. It allows your readers to find other topics that might be of interest to them without having to do additional search engine research.
In addition, internal networking also promotes your natural referencing, especially on Google.
By establishing a communication plan for your e-commerce content strategy, you will easily be able to find topics that are related to existing content.
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