To be visible you need to choose the right marketing levers to put in place, but to convert you need to find the right words! This is where the Content Marketing strategy comes into play. But then how to adapt your message to convince your target? How to make your content extraordinary? Let’s take stock together.
Implement an effective Content Marketing strategy
Step 1: Know your audience and know who you’re talking to
It may seem obvious, but if you don’t know your audience, it will be difficult to send them the right messages. Keep in mind 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 want to move easily and serenely. Our services guarantee our customers a serene move, without breakdowns, without organizational problems, adapted to the volume of their activity and above all turnkey. »
For example, on your site, if you don’t highlight elements of reassurance, such as guarantees or benefits, you will be missing an element to fully satisfy the needs of Internet users. It is therefore 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 my goal’s initial problem (“pain point”) that will require its research? In short, you have to put yourself in their shoes to better understand their needs and challenges!
Step 2: Tailor your content according to your market and digital strategy
Creating content just for the fun of it isn’t what will necessarily guarantee its success. The content will be exploited on different levers (SEO, SEA/Media, emailing, etc.), so it is essential to think about it carefully so that it can contribute to your performance and therefore ultimately to your business. First, we will create fairly low funnel content, to enable you to create content that will quickly bring you performance. If you’re an e-merchant, this will be about creating category pages, product pages, or shopping help guides, for example. If you are a services company, this will involve writing pages about your different skillsets, your benefits, and displaying reassurances and key themes about your services. Then, you can tackle higher funnel content, more suited to a more “cold” or “lukewarm” target.
Furthermore, to offer relevant and strategic content, it is necessary to take into account:
Competitors in your industry. Attention, it is necessary to distinguish commercial competitors from web competitors, the KPIs to be taken into consideration are not the same. Your competitors will give you an insight into the content that ranks on your demands and an idea of the speech to adopt. Be careful, don’t be like them, do better!
Your added value. Work only on the themes you propose. If you don’t offer products or services associated with a search, you don’t need to create content around it. Put into your content what makes you the ideal partner. Respond to the pain points of your targets.
Search Results (or SERP for search engine results page). If you want to use levers such as SEO or SEA, it is essential to know how to analyze a SERP. Who is positioned and how? What are the peculiarities of the SERP? Are there any pictures, videos, AAPs, particular locations? Can you promote your site’s visibility on these different locations?
Levers you will deploy. In Search Marketing, you need relevant SEO content, unique and technically compliant for both the Internet user and the Google algorithm. You need to provide adapted CTAs based on page types. If you send emails, you need to work on your proposed links and your wording to encourage open and click-through rates, for example. And so on for each lever of your digital strategy.
Step 3: Distribute 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 across different levers and you need to capitalize on it. If you are making a downloadable guide, it is essential to distribute it as widely as possible to ensure that it is visible, downloadable and read. A theme can be elaborated in different content formats (computer graphics, article, video, etc.) and then disseminated on different levers. Let’s take a concrete example: The strategy Content Marketing of our agency brings together articles on our different areas of expertise / topics, white papers or guides for download, company infographics, webinars, speeches, etc. All retransmitted and highlighted on social networks and various digital media!
One last word to conclude?! Extraordinary content is content designed for your audience and adapted to your market and the levers used. It is a more developed, more qualitative and more precise content 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 doubts about your audience? Our experts support you to go further in your Content Marketing strategy, especially with a workshop dedicated to your persona development and optimization.
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