Content strategy : more relevant than ever
Why rely on a content strategy as part of a global marketing strategy? The answers are multiple, and differ according to the companies. First of all, it is important to specify what a content strategy is.
What is a content strategy?
A content strategy is the organization of the different contents offered by a brand or company to its target audience through various communication channels.
A content strategy can include writing newsletters (e-mailing), posting on a professional blog, managing a web community, publishing on the brand’s social networks, creating and updating a website, setting up an editorial line or branding, as well as making promotional films. Obviously, for a content strategy to be effective, all proposed content must be in perfect symbiosis with each other while being adapted to the various communication channels.
Establishing a content strategy is first of all about highlighting the expertise and know-how of a company or brand. However, it is essential to differentiate traditional advertising from a content strategy. On the one hand, traditional advertising has the direct objective of selling a product or service and is often called “hard sell”. The content strategy, on the other hand, uses more subtle sales messages. As it does not call directly for purchase, the content strategy can be described as “soft sell”. In short, the content strategy allows the brand to position itself as an advisor or expert, and not just as a seller.
The main advantage of a content strategy is that it often generates a better long-term commitment to the brand. Indeed, when current and potential customers of a brand appreciate the content offered by it, they commit themselves on a regular and longer-term basis. In addition, this type of strategy also allows the optimization of organic referencing as the content offered on the website naturally includes keywords.
How to establish a content strategy?
As mentioned above, a content strategy consists of elements in different types of forms. It is important to select them carefully by addressing issues specific to the company or brand.
First of all, a perfect knowledge of the brand’s offer is essential to be able to implement a strategy that is distinctive from that of the competition.
At the same time, identifying your target audience and identifying your needs is an essential step in developing a content strategy. It is important to adapt it to its target audience, as well as to the publication platform. An optimal content strategy should not systematically push the target audience to buy immediately. Instead, it should enable the brand to position itself as an expert by offering content and advice that engages and builds loyalty among the target audience.
Finally, it is necessary to determine the content to be offered on the various communication media, as well as the frequency of publication. An editorial calendar should be put in place to prioritize and organize publications over time.
In short, content strategy is one of the fundamental elements of a company’s or brand’s marketing strategy. It increases awareness and interaction with customers, strengthens brand image and asserts its online presence. Entrepreneurs are therefore strongly encouraged to focus on an effective content strategy that is adapted to their offer and target audience.