ADOPT CONTENT MARKETING 2020/03/11 Content marketing is a strategic brand marketing approach that engages the creation and dissemination of relevant, high-quality media content that delivers real value to the targeted audience, This is done in order to attract and retain it so that it ultimately becomes an active and profitable customer or consumer for the company. With content marketing, a brand can choose to create content to make itself more visible or to improve its brand image without worrying about the number of visitors, leads or customers. In addition, content marketing does not focus on sales, but on the relationship and acquisition of prospects through programs that highlight elements of the brand’s capital such as social responsibility. What is content marketing for? – Improve website traffic – Improve brand awareness – Strengthen the brand image – Increase the number of subscribers – Having prospects – Improve the average shopping basket – Improve recruitment – Improve the referencing of a website via search engines – Convert consumers into brand ambassadors – Be a reference in your company – Stand out from competitors The things to remember: – You have to know your target perfectly by developing personas. This will ensure that the needs and expectations of the target are well met. You have to stay focused on your customers, not the brand or the product. – Have the best content creation practices using a content strategy document (including a personal reminder, objectives, frequency of publications, etc.), an editorial calendar and online content production and tracking tool to plan, write, improve, approve and publish content. – Consider quality over quantity in content creation. The target will have confidence in the brand, which will make them more loyal. However, you have to talk to the right people while respecting your target. – Have a good distribution of content. Content must be promoted correctly so that it is properly visible to reach as many people as possible. A few figures: Content marketing is beneficial and effective. It costs about 60% less than traditional marketing but generates three times more potential customers.