The marketing sphere is constantly evolving over the years. Also known as content marketing, content marketing is becoming an essential strategy for companies. It is even becoming a reference discipline in the Web universe. But what is content marketing? And how does it work?
Content marketing: definition
Content marketing is a marketing strategy based on the design and distribution of useful, informative and valuable content. As a component of inbound marketing, this technique is implemented in order to establish a communication with the audience and then develop visibility.
It aims at attracting Internet users to the website and converting them into consumers through an editorial strategy, a valuable and targeted message and storytelling techniques. Content marketing allows to increase the visibility with the audience, on social networks and search engines. It is different from traditional advertising, which is sometimes considered too intrusive by consumers. Thus, the creation of an attractive content allows to lure potential consumers, to influence the behavior of qualified prospects and to make your company or brand known.
What are the different types of content marketing?
Content marketing is worthy of interest for many brands and businesses. This is because there is almost no limit to the content shared. You can therefore use different types of content such as blog posts, advice articles, interviews, reviews and infographics. In addition, you can use how-to’s, studies, surveys, ebooks, software and games.
How does content marketing work?
Even though content marketing campaigns generally differ in their objectives, it is wise to refer to a basic procedural model to ensure their operational implementation. First, content marketing always starts with a comprehensive analysis. This involves taking a look at the initial situation, and another at the objectives to be achieved with the project. Once the analysis is done, you can develop the basic concept of the project and master tasks such as idea development, prioritization, designing an editorial plan, etc.
This is followed by the production phase, during which the content to be distributed is designed and shaped for publication. After the production process, it is necessary to focus on all the sub-domains related to the distribution and publication of content. The last phase of the content marketing process is evaluation. In other words, the campaign must be evaluated with the help of appropriate measures (tracking and optimization, monitoring, conversion management, final evaluation).