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 how do you adapt your message to convince your target? How to make your content remarkable? Let’s take a look together.
In order to set up a successful content marketing strategy, several key steps are essential.
Step 1: Know your audience and know who you are addressing
It may seem obvious, but if you don’t know your audience, it will be difficult to send them the right messages. There is a difference between knowing your customers and prospects and understanding them. “I’m talking to people who are planning to move” is not the same as “I’m talking to people who want to move safely and serenely. Our services guarantee our customers a serene move, without breakage, without organizational problems, adapted to the volume of their belongings and especially turnkey.”
For example, on your website, if you do not put forward the elements of reassurance, such as guarantees or benefits, you will miss an element to fully meet the needs of Internet users. To challenge your content marketing strategy, you need to ask yourself the right questions: What could slow down my target? What could convince them? How can my product/service really help/accompany them? Or, what is the initial problem of my target (“pain point”) that will require his research? In short, you have to put yourself in his shoes to better understand his needs and issues!
Step 2: Adapt your content to your market and your digital strategy
Creating content simply for the sake of it is not necessarily what will make it effective. The content will be exploited on different levers (SEO, SEA/Media, emailing etc.), so it is essential to think it through so that it can contribute to your performance and therefore ultimately to your business. First of all, we will create content at the bottom of the funnel, to allow you to create content that will quickly bring you performance. If you are an e-merchant, you will need to create category pages, product pages or shopping guides for example. If you are a service company, you will have to write pages about your different expertises, about your advantages, and display reassurance elements and key themes about your services. Then, you can tackle content higher up the funnel, more adapted to a “cold” or “lukewarm” target.
In addition, to come up with relevant and strategic content, you need to take into account:
The competitors in your sector. Be careful, you have to distinguish between commercial competitors and web competitors, the KPIs to take into account are not the same. Your competitors will give you a vision of the contents which are positioned on your requests and an idea of the speech to adopt. Be careful, don’t do like them, do better!
Your added value. Only work on the themes that you offer. If you don’t offer products or services associated with a search, there is no point in creating content around it. Put in your content what makes you the ideal partner. Answer your targets’ pain points.
Search results (or SERP for Search Engine Result Page). If you want to exploit levers like SEO or SEA, it is essential to know how to analyze a SERP. Who is positioned 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 that you will deploy. In search marketing, you need relevant, unique and technically compliant SEO content, both for the user and for the Google algorithm. You need to provide CTAs adapted to the types of pages. If you are doing emailing, you have to work on the links put forward and your wording to promote the opening and the click rate for example. And so on for each lever of your digital strategy.
Step 3: Deploy and analyze your results
Once you’ve created your content, 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 should capitalize on it. If you make a guide to download, 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 (infographics, articles, videos, etc.) and thus spread 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 of this is relayed and promoted through the media. All of this is relayed and promoted on social networks and on various digital media!
One last word to conclude?! Remarkable content is content designed for your audiences, and adapted to your market and the levers deployed. It is a content that is more developed, more qualitative and more precise than the competition’s, and optimized on relevant queries, those really searched by your target. Content that stands out is content that stands out.
Are you unsure about your audience? Our experts will help you go further in your Content Marketing strategy, in particular with a workshop dedicated to the development of your personas and optimization.