To get visible, you need to choose the right Marketing levers to deploy, but you need to find the right words to convert! This is where a Content Marketing strategy comes in. But then how do you tailor your message to convince your target? How to make content stand out? Let’s count together.
Implement an effective Content Marketing strategy
Step 1: Know your audience and know who you’re talking to
This 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 talk to people who intend to move” is not the same as “I talk to people who want to move easily and peacefully”. Our services guarantee our customers a comfortable, uninterrupted, organizational problem-free, adapted to the volume of their business and, above all, a turnkey delivery. »
For example, if you don’t emphasize reassurance elements like guarantees or benefits on your site, you’ll be missing an element to fully satisfy the needs of Internet users. Next, you need to challenge your Content Marketing strategy by asking yourself the right questions: What could be holding back my goal? What could convince him? How can my product/service really help him/her? Or, what is my target’s initial problem (“pain point”) that will require him to investigate? In short, you need to put yourself in their shoes to better understand their needs and challenges!
Step 2: Tailor your content to your market and digital strategy
Creating content just for the sake of it isn’t necessarily what will make it successful. Content will be used across multiple levers (SEO, SEA/Media, email, etc.), so it’s important to think about it well so it can contribute to your performance and ultimately your business. First, we’ll create enough low-funnel content to allow you to create content that will drive performance quickly. If you are an e-merchant, for example, it will be a matter of creating category pages, product pages or purchase help guides. If you’re a service company, this will include writing pages about your distinctive experience, benefits, and highlighting elements of certainty and key themes in your services. Then, you can fight with higher funnel content that is better suited to a “cold” or “warm” target.
Additionally, to offer relevant and strategic content, consider the following:
Competitors in your industry. Attention, it is necessary to distinguish commercial competitors from web competitors, the KPIs to consider are not the same. Your competitors will give you a glimpse of the content posted on your request and an idea of the conversation to be received. Be careful, don’t like them, do better!
Your added value. Work only on your proposed topics. If you don’t offer products or services related to search, there’s no need to create content around it. Include in your content what makes you an ideal partner. Address your targets’ pain points.
Search results (or SERP for Search Engine Results Page). Knowing how to analyze SERP is important if you want to use levers like SEO or SEA. Who takes a position and how? What are the features of SERP? Pictures, videos, AAPs, special positions? Can you promote your site to appear in these different positions?
The arms you will place. In Search Marketing, you need relevant, unique and technically sound SEO content for both the Internet user and the Google algorithm. It is necessary to provide CTAs adapted to the types of pages. If you’re sending an email, for example, you should work on your lead links and keywords to encourage opens and click-through rates. For each arm of your digital strategy, etc.
Step 3: Post 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 anywhere. Content can and should be used in many different levers, and you should capitalize on it. If you’re creating a downloadable guide, it’s important to distribute it as widely as possible to ensure it’s seen, downloaded, and read. The topic can be worked on in different content formats (computer graphics, article, video, etc.) and thus distributed in different levers. Let’s take a concrete example: Our agency’s Content Marketing strategy includes articles, white papers or downloadable guides, business infographics, webinars, speeches, etc. related to our various areas of expertise/topics. includes. All posted and highlighted on social networks and various digital media!
Last word to conclude?! Great content is content designed for your audience, tailored to your market and leverage. It’s more advanced content, better quality and more accurate than the competition, and optimized for the relevant queries your target is actually searching for. Featured content 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, especially with a workshop dedicated to the development and optimization of your personas.