Take advantage of the growth that digital technology is taking. In recent years, it has become a reflex among prospects to research a product or service on Google at some point in their purchasing journey. Therefore, your company must adapt an appropriate commercial approach while ensuring optimal visibility.
Your sales team should not work alone. It must operate in perfect coherence and alignment with your marketing team in order to ensure lead acquisition and customer loyalty. And content marketing is the greatest weapon your marketing team brings to your sales strategies.
What is content marketing?
Content marketing involves the creation and distribution of content that provides high added value and is intended to generate leads and convert them into customers. In other words, content marketing is composed of content that responds to the needs and issues of buyers in order to arouse their interest in your brand. It is also a good way to prove to them that you have expertise in your field of activity.
Content marketing is a time-consuming practice that requires the deployment of a good strategy. Its main objectives are, among others:
- Attract the prospect to come to your company's website as a first step;
- Encourage the prospect to engage with your brand once they arrive on your website.
Types of content marketing
Emailing
Sending email is the best known and most coveted in terms of content marketing strategy. Content marketing can be presented as a sequence of email courses or the deployment of a customer onboarding strategy.
Blog Post
Each company generally has a blog space on their website. This is where articles are published which deal with a specific subject, relating to your area of expertise and which must be useful for your prospects.
Post on social networks
Social networks (Facebook, Instagram, LinkedIn, Twitter, etc.) are important lead generation channels. The publications published there allow you to interact directly with your targets.
Webinar
The webinar is used to communicate and exchange with your targets using live video sessions. You choose a particular theme then you discuss it with your audience live. To do this, you invite your audience to connect and view the webinar in real time so that they can have a demo or an intervention from one of the players in your company.
Case study
With a case study, you offer your audience content that tells the story of your customers' beautiful journeys. This technique is effective in attracting the attention of buyers, because they will find content dealing with and resolving a concrete case that could respond to the problems they are facing.
White Book
A white paper, or ebook, is a downloadable electronic book that is offered free of charge to your prospects. It covers a specific theme and demonstrates the expertise of your company.
Newsletter
It is a letter which serves to inform your visitors, also on a very specific theme. You thus provide your prospects with content with high added value.
Podcasts
Podcasts are content in audio format that are currently gaining momentum. They are used to communicate with your audience.
Video
Video content is based on the same principle as that of the webinar. The only difference is that here, the video is a recording and not a live video. This tool is easily consumed by an audience.
Infographics
Infographics are visual content that your audience can understand very easily. One of its advantages is that it is also easy to share.
Competitions, quizzes and games
Organizing games, competitions or quizzes is very useful for gathering strategic information about your prospects.
The roles of content marketing
Improve your visibility
If you produce unique, useful, remarkable and above all quality content, your visibility will increase . People share and recommend content that had an impact on them to their loved ones. Plus, it’s a great way to stand out from the crowd and outperform your competitors.
When your content is optimized for search engines (the right keywords and impeccable quality), it helps generate traffic for an indefinite period of time. Indeed, a published article does not fade or disappear.
Increase your notoriety
Disseminating content that interests your prospects helps them better understand their problems. When they get answers to their questions from your content, you increase credibility with them. This way, you become an authority in your field and an expert among your audience.
Optimize your natural referencing
Quality content is spotted by Google search engines. What’s more, these types of content arrive on the first page of search results before all others. A good content marketing strategy must offer this.
To determine the performance of your content, highlight these points:
- Click-through rate
- Number of shares
- Time spent on a page of your site…
For a given query, if these indicators are good, you can have more optimal SEO.
Generate and convert qualified leads
From your content, you can easily detect leads who are affected by the issues you are dealing with, such as the case of an ebook where the visitor must submit their email address to be able to access it. If he downloads your white paper, he is interested in your content. He then becomes a qualified lead (a potential customer). This content will then package it in such a way that it sets you apart from your competition.
Exceptional content combined with a product or service that meets the needs of your leads is perfect for arousing their interest and thus converting them. In addition, content marketing is ideal for nurturing .
In an era where digital is increasingly coveted, content marketing is essential to develop your business.
Deploy the right strategy, offer quality and unique content and you will sustain your business.
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