Content marketing is literally mounted in grade this last decade, even outperforming some traditional marketing methods. Perceived as more natural, more relevant and guaranteeing a real added value, the content strategy is now an essential tool for a brand / business in search of development, but also to satisfy and commit its customers.

What is content marketing?

The Content Marketing, is a long-term strategy, creating and disseminating relevant and consistent content via various channels (websites, blogs, social networks, etc.), with the aim of attracting a target audience, convert it and retain.

Content marketing is distinguished from advertising in the sense that it is not a question of promoting a product / service, but rather to provide quality content that meets the needs of customers / prospects. It may be a useful, entertaining, educational, inspiring, engaging, informative, etc. content. This strategy aims to build a real relationship between the brand and its target audience, through the same value content.

The main types of content marketing

Infographic
Mix of simple words or phrases and clear graphics, it offers condensed and attractive information, easy to integrate for the public and so easy to share.

The publication on social networks

Today, it is almost impossible for a brand of not going through the publication on social networks. There are various ways to create content on it, including publications, photos and videos.

Blog items

Blogs have the advantage of offering a lot of freedom on the creative level, on the topics discussed, as on the presentation. They also make it possible to make longer content than on a publication of social networks for example. This type of content marketing is extremely used. Businesses are more and more numerous to create a blog on their site to offer their visitors added value, and get out of the pure sale frame.

Videos

The video knows a big boom and is increasingly used on sites as on social networks. Dynamic and creative, it allows sharing content in a more personal and interactive format, combining the visual and sound for a better assimilated message, more humanized.

Podcasts

Like the videos, the podcasts have something more human, authentic and allow creating with the public some proximity, intimacy. This audio content posted on various platforms can relate to an infinite choice of pre-determined topics.

Marketing email

It is one of the most efficient and essential tools for touching prospects as customers. Fast and easy to set up, the email marketing allows offering a great Variety of content, ranging from promoting to the welcome message, through product information / service, by the announcement of an event, etc.

Why use content marketing?

Content marketing has many advantages. It allows:

  • to provide the target audience with clear, interesting, fun, varied and relevant information;
  • to increase conversions of prospects into customers;
  • to facilitate commitment and customer loyalty;
  • to establish a stronger business / client relationship;
  • to bring the prospects / clients advice and solutions compared to a problem;
  • to create a sense of belonging to a community gravitating around the mark in question;
  • to increase sales;
  • to generate measurable results;
  • to reinforce the brand’s reputation;
  • to offer an excellent return on investment.

Key points to create a good content marketing strategy

Define the objectives of your content marketing strategy

Why do you want to set up this precise strategy? What are your goals, and what do you want to withdraw from this action?

Align the content to the needs of the target

In order for the most powerful content to be possible, it must match the target hearing: its needs, priorities, difficulties, concerns, preferences, customer career.

Determine the type of content and channels

Take a specific goal and compared to the latter, check the existing contents that already work for you and those who work less well, those that can be updated and improved, those that need to be abandoned for the benefit of new contents to create. Be careful not to scatter too much by opting for too many types and different channels.

Establish a production plan

You must set up a specific schedule, indicating the kind of content, its elements, its diffusion channel, its frequency of diffusion, those who will take care of this content, etc.

Create and publish content

It is now time to move to the pure creation stage, realizing content in accordance with all the strategic steps above and with, of course, the needs of your target opening. You will then be able to publish it on the channel or channels previously chosen, at the desired frequency.

Measure performance

Once your content has been published, you will need to follow the engagement of the targets and collect the data in order to be able to Analyze and Measure the effectiveness of the strategy put in place.


Content marketing has something special and definitively attractive compared to other more traditional approaches. If it is well constructed, it makes it possible to establish a healthier, more organic and sustainable relationship between the brand and its customers, a relationship of trust in which both sides win. It answers an audience that wants to be informed with transparency, wants to engage and adhere to the messages we present. A public now looking for a story that resonates, rather than a direct and cold approach. This is what content marketing offers: a real added value, aligning with the real needs of customers.