To be visible, you have to choose the right Marketing levers to deploy, but to convert, you have to find the right words! This is where the Content Marketing strategy comes in. But then how to adapt your message to convince your target? How to make your content remarkable? Let’s take stock together.
Implement an effective Content Marketing strategy
Step 1: Know your audiences and know who you are talking to
It may seem obvious, but if you don’t know your audiences, then it will be difficult to send them the right messages. Please note that there is a difference between knowing your customers and prospects and understanding them. “I speak to people who intend to move” is not the same thing as “I speak to people who wish to move smoothly and peacefully. Our services guarantee our customers a serene move, without breakage, without organizational problems, adapted to the volume of their business and above all turnkey. »
For example, on your site, if you do not highlight reassurance elements, such as guarantees or benefits, you will be missing an element to fully meet the needs of Internet users. It is then necessary, to challenge your Content Marketing strategy, to ask yourself the right questions such as: what could slow down my target? What could convince her? How can my product / service really help / accompany him? Or, what is the initial problem of my target (“pain point”) that will require his research? In short, you must put yourself in their shoes to better understand their needs and challenges!
Step 2: Adapt your content according to your market and according to your digital strategy
Creating content just for the sake of doing it is not what will necessarily make it successful. The content will be exploited on different levers (SEO, SEA/Media, emailing, etc.), so it is essential to think about it well so that it can contribute to your performance and therefore ultimately to your business. First, we will create rather low funnel content, to allow you to create content that will quickly bring you performance. If you are an e-merchant, it will be a question of creating category pages, product pages or purchasing assistance guides, for example. If you are a service company, it will be a question of writing pages on your different expertise, on your advantages, and displaying elements of reassurance and key themes on your services. Then, you can tackle higher funnel content, more suited to a more “cold” or “lukewarm” target.
In addition, to offer relevant and strategic content, it is necessary to take into account:
Competitors in your industry. Attention, it is necessary to distinguish the commercial competitors from the web competitors, the KPIs to be taken into account are not the same. Your competitors will give you a vision of the content that is positioned on your requests and an idea of the discourse to adopt. Be careful, don’t do like them, do better!
Your added value. Only work on the themes that you propose. If you don’t offer products or services associated with a search, you don’t need to create content around it. Put in your content what makes you the ideal partner. Respond to your targets’ pain points.
Search results (or SERP for Search Engine Result Page). If you want to use levers like SEO or SEA, it is essential to know how to analyze a SERP. Who positions themselves and how? What are the particularities of the SERP? Are there images, videos, AAPs, particular positions? Can you promote the visibility of your site on these different positions?
Levers you will deploy. In Search Marketing, you need relevant, unique and technically compliant SEO content for both the Internet user and the Google algorithm. It is necessary to provide CTAs adapted according to the types of pages. If you do emailing, you have to work on the links put forward and your wording to encourage opening and the click-through rate, for example. And so on for each lever of your digital strategy.
Step 3: Deploy and analyze your results
Once the content is created, all you have to do is distribute it!
Does the COPE strategy speak to you? Create Once, Publish Everywhere. Content can and should be used on different levers, and you have to capitalize on it. If you are making a downloadable guide, it is essential to distribute it as much as possible to ensure that it is visible, downloaded and read. A theme can be worked on in different content formats (computer graphics, article, video, etc.) and thus disseminated on different levers. Let’s take a concrete example: Our agency’s Content Marketing strategy includes articles on our different areas of expertise / themes, white papers or guides to download, business infographics, webinars, speeches, etc. All relayed and highlighted on social networks and on various digital media!
A last word to conclude?! Remarkable content is content designed for your audiences, and adapted to your market and the levers deployed. It is a more developed content, more qualitative and more precise than that of the competition, and optimized on relevant queries, those really sought by your target. Content that gets noticed is content that stands out.
Do you have any doubts about your audience? Our experts support you to go further in your Content Marketing strategy, in particular with a workshop dedicated to the development of your personas and optimization