contenu marketing

10 tips to overtake your competitors

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How to stand out and overtake your competitors with your marketing content? Here we give you our 10 tips for overtaking your competitors. Content marketing is in vogue. If it is not new, even on the Internet, it is nevertheless acclaimed today by companies who no longer hesitate to leave the framework to exist, on a Web increasingly difficult to access for all those who are called neither Google nor Wikipedia, and who do not have a millionaire’s budget to supply their sites with visits.

Strategic content marketing advice

Content Marketing: How to Succeed with Web Content and Stand Out From the Crowd
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10 golden rules to make your content marketing stand out

This logic of natural referencing, it is found among e-merchants: take CDiscount or Logic-immo, it is respectively 8 and 9 people who take care of natural referencing (SEO).

This is understandable, we have seen it with the Keley consulting study on banks and SEO or the SEMRUSH study, because that is where the richest visits come from, from queries on generic keywords and not the traditional brand searches favored by professionals.

Brands Matter, Content Marketing Matters Even More

Anyone who has created a brand knows this. A brand is pampered, protected, enhanced.

Because a strong brand conveys values, brings notoriety, recognition, loyalty and sometimes even a feeling of membership and belonging.

marketing content
A strong brand conveys values. But that’s not enough, because not all companies are called Apple or Tesla.

But if it is easy, for the reasons mentioned above, to think that the brand is enough, it is unfortunately insufficient to be seen on the Web.

Except perhaps (and again…), on categories related to luxury and fashion, but in no case on more complex, deeper or more competitive subjects. And even less in the B2B.

Generic keywords are more important than anything

Generic keyword searches are indeed more important than brand name searches if you are looking to capture outlook.

To do this, in terms of SEO, there is the paid method and the free method.

The paid method offers immediate gratification, but is expensive and addictive in a market where the offer is dominated by a largely dominant actor (cf. La tribune libre by Denis Fages).

marketing content
Download our presentation with 10 tips to promote your marketing content

SEO: lower in investment, but more time-consuming

The free method is, as its name suggests, low in direct investment, but requires a large investment of resources and time, and above all… it requires a lot of patience in order to achieve a long-term result. .

Once this result has been achieved, Web capital can prove to be resilient and beneficial in the long term, provided it is properly maintained.

That’s what content marketing on the web is for.

But not only.

It is also the guarantee that your users will come back to – and recommend to others – your site or your blog and that they will come and search for this addictive content, as Vincent Flanders indicated on Webpagesthatsuck.com.

Addicting content marketing

The term consecrated by Flanders is even stronger since it speaks to us of “heroin content”. Everything is summed up here, in a single expression, even if it is a little emphatic.

But like all simple things, implementation is more difficult than stating the solution.

There are rules, things to do, mistakes not to make, if you want to move forward and captivate your customers and prospects.

You have to captivate immediately, to (ultimately) better capture

This is what we are discussing in the presentation below, namely the need to design content marketing as a profession, and a game with its own rules.

10 Golden Rules for Web Marketing Content that Stands Out

I have therefore identified 10 rules that seem particularly important to me when it comes to the creation and dissemination of content on the Web. These ten rules are by no means definitive or exhaustive.

They can be supplemented by rules of conduct on writing and in particular those dedicated to blogs.

  1. Tip #1 : do not refine your marketing content, contrary to what is commonly believed in large companies. (Big) companies have a rather old view of communication, which is too traditional, too slick, too perfect. You have to lower your level of requirement to succeed in digital; and focus on the quality of the content and not just the packaging.
  2. Tip #2 : Think multimedia. The content has become protean, it is no longer a simple blog post, but videos, images, infographics. The content is richer. It has become multifaceted through its use. A conference can be filmed, blogged, uploaded and replayed on TouTube, etc. Do not think only content, but “content repurposing” (“reuse of content”).
  3. Tip #3 : know how to exploit its content. Brands produce a lot of content, but do not yet really know how to use it. Where to find them? How to improve them? How to select them? The production of marketing content is not enough on its own. I see too many professionals spending too much time on these tasks and coming out exhausted, to the point of never using their work properly.
  4. Tip #4 : touch people. Even and especially in B2B, emotion is paramount. A simple image sometimes plays, if it is well designed, a leading role.

    Omnivisibility
    For a White Book of 2022 on the use of photo and video, we have chosen to decline the visuals around photos of Iris.

  5. Tip #5 : avoid content in silos. A video can be reused in an article. You can also output images, etc. Everything is (re)usable. Relaunch, share, get out of the specialization by platform imposed by social media. Your marketing content should live on, even if LinkedIn decides otherwise.
  6. Tip #6 : adopt the right state of mind. More than skills, digital content requires a mindset, a genuine interest in the topics your audiences are passionate about (note that we didn’t use the word “targets”).
  7. Tip #7 : bring the experts out of the closet and evolve the way you do content. Companies must learn to evolve and bring in-house experts out of the closet in order to use the vital forces of the company and motivate them. A big part of our job is to get the experts talking.
  8. Tip #8 : the key words you will learn, Speed ​​- Reactivity – Sharing.
  9. Tip #9 : Embrace UGC and agree to also design content in-house, with the famous UGC (User-Generated Content) and even EGC.
  10. Tip #10 : the role of agencies will change to become that of guides. This implies a challenge in terms of economic model, requires them to question themselves and to charge differently. To make the content resonate and also help the client to reposition their content. And finally to know how to use content creators for what they do best: share their knowledge and their passions.
stand out with your content marketing
Content marketing helps you stand out

With these few common sense tips, you can better promote your brand on and off the web. Don’t just rely on your name, learn how to build content marketing that will give you a competitive advantage.

Yann Gourvennec
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