Content Marketing Digital Marketing

What is Content Marketing ?

Nowadays, Marketing is less and less efficient. The reason seems pretty obvious, no? It is easier to communicate and companies sends a massive flow of information. Indeed, customers receive 5000 different marketing messages each day. So, how can you be sure to be read and reach the right public? The answer is pretty simple: market less and focusyour efforts on creating a content marketing strategy


What is content marketing?

The Content Marketing Institute  defines it as “the process for creating and distributing valuable and compelling content to attract, acquire, and engage clearly defined and understood target audience – with the objective of driving profitable customer the action.”

Content marketing is something that always existed but mainly used in the wrong way. Let’s be honest, even if we think our product is amazing and indispensable, our customers do not care. The only thing that matters is themselves. Instead of sending a massive flow of messages and datas, we need to rethink the way to communicate in order to differentiate from the competition.

The aim of content is not to send in a one way, information but to communicate with your client or lead to either inform, engages or entertain. This help to build a relationship with your audience, from the first point of contact to all the stages of their lives. The customer need to see a value added to your brand and you need to tell him a story he will believe in.

Why is it important?

Now you get what it is, you should understand its importance in a business perspective. Here is the consumer journey according to The Consumer Factor:

  • Brand Awareness. Leads/Customers need to know your solution (product/service) exists.
  • Information Search. People are looking for a solution/answer of their problem/need.
  • Alternative Evaluation: They will start by comparing the different offers to get the better product at a fair price
  • The Purchase Decision

Content marketing is involved in the two first stages in this process. Indeed, His decision of purchase will be based on the information he got (2) and also by the value he feels the product has and functionalities that matters to him. By creating the content the consumer needs, it will serve your goals.

Build a plan, with a global perspective

Content marketing has to be fully integrated in your marketing plan. It means all your strategy will be relevant and trough all areas that includes:

  • Social Media
  • Search Engine Optimization (SEO)
  • Press Relations
  • Inbound Marketing
  • Content strategy

It needs to be planned, organized and fully integrated in the organization.

How to make your content marketing strategy successful ?

You can follow this tips to get started

  • Analyze the content you already have
  • Get to know your consumers’ expectations and your company’ needs in term of content
  • Define your goals
  • Develop your strategy
  • Make to the most effective and smart investment (Focus here on the content, the calendar and the channels.)

And if you want to learn more about content marketing, you should read “Epic Content Marketing’’ by Joe Pullizi. You will get a very detailed overview of content marketing, with a fine analysis and examples of effective content marketing.

About the author

Sandra Menez

Sandra Menez

Student in Digital Business Strategy at Grenoble Business School and Digital and Data Product Management Assistant at AkzoNobel Decorative Paints France.