Content marketing consists of creating and distributing quality content, useful and on a regular basis, to a specifically targeted consumer audience.
The goal of content strategy is to convert your prospects into customers. This approach makes it possible to attract your target by showing them your expertise, while leaving them the decision to make contact (inbound marketing). To achieve this, you obviously need to develop a thoughtful content strategy. We show you how to do it!
Content marketing has become an essential communication channel to attract potential customers. The return on investment can be significant.
Ide agency found that in 2019, 57% of marketers say they gained customers through their business blog. With the craze for devices like Boatel or Ad block, we notice that the consumer is more and more resistant to direct canvassing.
In 2019, 90% of consumers say that online content has had a definite impact on their purchasing decision, according to CMO Council.
With the production of content with high added value, it is the customer who is in control of the commercial relationship. He does not feel manipulated or rushed towards the purchase decision. He is the one who chooses to “SEO BRISK” with you, based on your expertise, demonstrated through your blog articles.
Content creation cannot be improvised. To get results, you have to give direction to your content strategy, depending on your target and the image you want to convey.
The first thing to do is to identify your target readers who are likely to become prospects. To know exactly who you are addressing, we advise you to create person (fictitious characters corresponding to your target type).
Do not hesitate to create as many as you have targets. In the case of a B2B activity, do not forget that you are also addressing humans, your targets are the managers and employees of the company you are targeting.
Set up clear sheets with all the information and typical characteristics of your target:
You have to set specific goals. Ask yourself why you want to produce content. The main challenge of a content strategy is to generate qualified leads (prospects to convert). However, you can pursue a more specific goal such as:
To measure the evolution of its objectives and your ROI, it will be necessary to set KPIs (Key Performance Indicator in French). These allow you to quantify your objectives. For example: get 10 quote requests per day on my website. KPIs should be realistic and re-evaluated as your strategy develops.
The editorial line is the common thread of your content strategy. It is obviously developed according to your target (personas), you will have taken a good step forward in your SEO for b2b, your objectives, but also according to the brand image you want to convey.
Building your editorial line consists of:
A web content strategy thus aims to attract your target audience by offering them answers to their questions … for free. Your articles, as well as the content of your website (or landing page), must therefore take up issues that your targets are likely to ask themselves. To produce effective content, ask yourself first about its relevance: why is this subject interesting? Who is affected by this subject?
To find relevant and useful topics, several solutions exist: