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.



For more than 60 years, Federal Steel has specialized in the products and services sector related to the optimization of workspaces. As a leader in its field, Federal Steel is both an advisor and a reliable consultant who adapts to all needs.


The objective of Federal Steel was to increase its reputation and modernize its image. The company also wanted to rework its communication, to better inform its current customers, but also to reach a new potential customer base.


Therefore, Federal Steel has entrusted the H2O Communication agency with the mission of creating and producing various communication tools such as its newsletters, brochure, catalogue, etc.


First, with the newsletters, H2O Communication has developed a full email marketing strategy to create content that is relevant and appropriate for Federal Steel’s customers. Specifically, the web objectives were to increase the rate of newsletter opening, increase the frequency of publication, increase traffic to the website and to the company’s social media.


After completing the email marketing strategy, H2O Communication designed an editorial calendar to determine what types of content would be of interest to current and potential Federal Steel customers. Then, the agency created stimulating and varied newsletters, both in form and content. In addition, H2O has integrated numerous hyperlinks in each newsletter to increase traffic to the website and social media. The newsletters created by H2O Communication are in perfect synergy with the Federal Steel brand image.  Of course, if each newsletter fits perfectly into the brand image, the design changes in order to attract the reader’s attention and tickle his curiosity.


The implementation and application of the email marketing strategy has enabled Federal Steel to achieve its objectives. Indeed, on average, the opening rate of Federal Steel newsletters is 14.5% higher than in industry.


Then, with regard to the brochure and catalogue, H2O communication used the corporate colours of Acier Fédéral to create communication tools that reflect its image. The agency has also included clear and distinct sections presenting the Federal Steel offer. The functions of the various space optimization solutions are detailed, as well as the various options and choices available to the customer. Thanks to these new promotional materials, regular and potential Federal Steel customers are aware of the entire range of products and services offered by the company.



Regardless of the field of expertise or the size of a company, it is essential to adopt an effective and distinctive branding strategy. In addition to increasing the company’s reputation and better promoting its products and/or services, an optimized and up-to-date branding increases the company’s value. Moreover, from the perspective of selling a company, branding is a considerable asset that increases the value of the company for several reasons.


First, it must be taken into consideration that the brand is often the main capital of a company. When the brand enjoys a high level of notoriety and is strongly established in its market, the company is much more efficient. Indeed, customer support is a significant strength that ensures the success of the brand’s daily activities and future projects. This customer support is largely achieved through an effective branding strategy! Apple, for example, knows full well that the launch of each of its new products will be a success. The company can count on a credible and highly developed brand image to boost its sales, increase its reputation and contribute to its influence. As a result, a company with a strong and memorable brand image is much more attractive to potential buyers.


In addition, in the case of a business sale, it has much more value if the company has a strong and distinctive brand image, as it will not be necessary for buyers to invest funds in the evolution of branding. The branding status of a company therefore plays a major role in the context of a takeover, or even a merger with another company: this represents a real added value. When selling a business, it is possible to compare branding to real estate. For example, a modern and completely renovated home has much more value on the market than a property that requires major renovation investments.  This house will therefore inevitably be sold at a higher price. The same applies to a company with a professional and refreshed branding.


In short, branding represents a considerable and essential added value for a company. In addition to increasing awareness, performance and sales, an effective brand image greatly increases a company’s value. As owners who renovate their homes to maintain it and even increase its value, entrepreneurs have an interest in investing in creating an effective brand image for their business.



H2O communication recently welcomed Jeanne Fornari, a new intern from France. She is doing her internship in writing and translation at the agency. As part of her internship and under our supervison, Jeanne writes web and print content. She also translates various media such as articles, newsletters and brochures.


Eager to discover new horizons, our new intern chose Canada and more specifically Montreal for its dynamism, its lifestyle, and its cultural diversity. She chose H2O communication for the realization of her internship, motivated by a dynamic and creative agency.


Jeanne finishes her studies in foreign languages in Nancy, at the University of Lorraine, and carries out this internship for a period of three months. Her goal is to improve her writing skills and further improve her English. This end-of-study internship is also an opportunity to put into practice the teachings received during her university courses, such as communication, translation, or even marketing.


After a month and a half of internship, Jeanne is already more comfortable with writing and is starting to find her own style. She appreciates the varied work entrusted to her as well as the versatility required by the agency. She was able to be integrated into the agency’s creative activities, by participating in name researches and attending internal meetings.


Jeanne also notes improvements in her translations, and is happy to be able to conclude her foreign languages studies with an enriching internship that is perfectly integrated into the work world, confident that this experience will be valuable for her future hires.


The results of her mid-term internship are therefore very positive for her! We wish her a good continuation of internship.



A few months ago, a local start-up specializing in unique and high quality natural foods, mandated H2O communication for the creation of its branding and packaging. Specifically, the company makes and distributes healthy food products, such as its star product : the ghee which is 100% Canadian-made clarified butter made from grass-fed cows.


As part of this mandate, H2O communication initially had to create a name for the brand. Then, H2O Communication also received the mandate to create a strong and memorable brand image to maximize the company’s profile. In addition, the agency had to design attractive packaging and stand out from the competition. Of course, both the branding and the packaging had to evoke the concept of grass-fed cows.


Thus, at first, before creating a brand identity for the brand, H2O communication has done a thorough competition research to immerse itself completely in the field of natural products. Subsequently, the agency created the name of the brand : Kusha. This name is inspired by Indian culture, from which ghee comes. Kusha perfectly evokes the mission of the brand. Then, H2O communication created the entire visual identity of the brand so that it can reprensent the qualitty of the products offered by Kusha. Thus, the agency has created a distinctive and memorable logo evoking the grass.


In terms of packaging, H2O communication has achieved a refined design highlighting the brand while inspiring an image of high quality products. The Kusha ghee packaging is unmistakably distinguished by its high-end and professional image.


Kusha products are already available in quality grocery stores as well as on several specialized websites. The brand tends to know a growing success. It seems obvious Kusha has all the tools to develop his reputation and stand out from the competition in grocery stores. H2O communication is proud to contribute to the success of Kusha. We will be watching the progress of Kusha !



What is the employer brand ?

The employer brand represents a company’s image to its employees and to the outside, and includes marketing efforts to improve and communicate this image. The company’s values, its commitments, the experience it offers to the employees… are all elements that constitute the employer brand.

The objective of the employer brand is to make the company attractive as a potential employer. It should be noted that a company could be very well known, but have a bad image as an employer brand.


Why link employer brand and social media?

In order to move forward with the times, a company must keep an up-to-date and dynamic image.  Carrying messages through social media is therefore an increasingly popular practice.

These offer companies a new form of instant visibility. This is how a company with little presence on the networks will see its image deteriorate, while on the other hand, good web community management will bring it to the front of the scene.


Recruitment is one of the aspects that have radically changed since the emergence of social networks in the daily life of companies. With the democratization of networks such as LinkedIn, a well-known professional network, interested candidates can feel closer to the firms that interest them. Other networks are involved in this corporate life: While Facebook focuses more on viral messaging, such as job postings, Twitter allows for quick and intimate interaction between the company and its customers or employees. In addition, a large number of companies integrate their employees into the company’s employer brand, making them ambassadors for their firm and guaranteeing its quality. Social networks are therefore an opening to corporate life, usually closed to the public, and deeply modify hiring practices.



Appropriate management of social media

“How can I manage my social networks properly? ”

This is a question regularly asked by companies, which do not always feel specialized in this area. For this reason, social network management is a very popular service for communication agencies. A global communications agency specializing in the diffusion of messages will manage the client’s employer brand via the client’s social networks, allowing the client to focus on the services specific to his or her company. Thanks to its expertise, the communication agency will be able to target the group to be reached and will offer a detailed analysis of the networks to use.



H2O communication is pleased to unveil one of its recent achievements : Groupe Conseil Génicom branding.


Founded in 2003, Groupe Conseil Génicom is one of the largest Quebec-based consulting firms working exclusively in the telecommunications field. Seeking to modernize its brand image, the company mandated the agency H2O communication for the creation of its new branding.


The objective of this mandate was to increase the company’s reputation while standing out from the competition thanks to new a branding and optimized communication tools. Thus, H2O communication was also mandated to create all the communication tools such as the deisgn of the website, the kiosk, the stationery and the integration of the brand image on Génicom’s social medias.


Of course, the logo, the branding and all the communication tools created by the H2O communication agency needed to reflect Groupe Conseil Génicom’s area of expertise, that is, telecommunications.


In this perspective, the typography designed for the logo and all the branding inspires high technology and evokes the field of telecommunications. In addition, in order to suggest the services and expertise of Groupe Conseil Génicom, the agency has designed a unique brand image illustrating inter-connected points flying over ultramodern cities. The new branding created by the agency strengthens Genicom’s leading position in the telecommunications field.


Obviously, all the communication tools created by the agency are in perfect symbiosis with Groupe Conseil Génicom’s new brand image.


In the end, thanks to the branding created by H2O communication, Groupe Conseil Génicom now has a branding and professional communication tools, reflecting its expertise and its position as a leader in its field.



Packaging, in addition to its product protection and preservation functions, has a very important role to play in a company’s marketing strategy. Indeed, packaging is the main marketing tool influencing consumer behavior directly in the store. Focus on this powerful marketing tool.


The packaging of a product must deliver a powerful and effective visual message, as it is the first impression that the customer will have of a product. In addition to its functional dimension, packaging has a sensory and emotional function: within a few seconds, it must provide clear information to trigger a purchase act. It is clear that packaging design has a direct impact on sales. For example, H2O communication has collaborated with brands that have seen their sales increase considerably following a rebranding operation at the end of which the packaging was modified. In this case, the products have not changed, only the packaging has been redesigned. Another proof that the consumer first buys with his eyes.


Various elements of the packaging can be changed, in order to seduce customers and differentiate the products from the competition on the shelves : typography, materials, printing quality, colors… All these are factors that a company needs to stand out from the competition directly on the shelves and specify its offer at a glance. For example, the company Vitapom’ was struggling with apple juice packaging that suggested products that were more artificial than natural. H2O communication has created a sleek packaging with a natural and refreshing look that stands out from the competition in store. As a result, Vitapom’ sales grew significantly.


Currently, some types of packaging are particularly appealing to consumers in stores:



It reflects the image of a “green” product thanks to its vegetal design, natural tones, the absence of unnecessary packaging, materials such as paper or cardboard… This type of packaging ideally reflects the company’s values.



This type of packaging is very modern and allows consumers to interact with the product. For example, a barcode on the packaging allows the customer to go directly to the brand’s website. Interactive packaging is powerful and remains firmly rooted in the minds of consumers.


Ergonomic design

Securing and reassuring for the customer, it clearly presents all product informations in addition to a simple and functional design.



It attracts the attention and stands out directly from the products placed nearby on the shelves. Some tones will inspire more or less positive emotions to the customer, so they should be selected carefully.



Playing on sober colours, transparency effects that reveal the product through the container, simple lines and a minimalist design, the sleek packaging continues to seduce customers and inspire the most famous brands


A packaging that attracts from the very first seconds and stays in the minds of consumers is a major factor in sales and, ideally, customer loyalty. It must be worked on with care and in harmony with the brand’s identity, reflecting its values while remaining up to date and attractive to customers.



Eager to modernize its brand image, Lunetterie Béland mandated H2O communication to create its new branding. This marketing operation had the goal to increase the company’s notoriety while standing out within competition. Moreover, in order to optimize its online presence to enhance customer experience, Lunetterie Béland also entrusted H2O with its new website’s programing.


The new branding, just as the rest of the communication tools that were created, needed to reflect the mission and the quality services Lunetterie Béland offers on a daily basis.


Following that idea, H2O communication first came up with the evolution of the company’s logo by modernizing it and making it more momentous, before taking care of the typography and the proportions around it.


Inspired by the logo and its round shape, H2O communication created a modern and unique new branding. The pictures that were selected for the website and various communication tools are also important branding elements. They show a wide range of people from various age groups, highlighting the company’s mission to offer quality frames to all.


H2O communication also came up with the corporate signature “Your vision for life”, a perfect illustration of Lunetterie Béland’s philosophy ; to accompany its clients from their youngest age and for the rest of their lives.


On top of the branding, H2O communication completely redesigned and programmed the new website, integrating the brand’s image to it. The arborescence and the design aim to enhance customer experience. The website now has keywords and was programmed to optimize SEO.


H2O communication created a branding corresponding to Lunetterie Béland’s image ; vibrant and distinctive. It is an accurate representation of the mission and the superior quality services the company has to offer. Thanks to its new branding, Lunetterie Béland stands out and expands its notoriety. Moreover, the new website allowed the company to increase the trafic on its website.



H2O communication has chosen Mr. Louis Lanneau as a new creation intern. He comes from Belgium and is completing a four-month internship with us in graphic design/communication as part of his Master’s degree in advertising at the Institut des Hautes Études des Communications.


As part of his internship in graphic design, Louis participates in the agency’s various activities. In particular, he participates in the many creative meetings. Louis also takes part in exercises to create various communication tools such as advertising media, web content, etc.


As for the agency, Louis submitted his internship application to H2O Communication because he greatly appreciated the agency’s portfolio. Working regularly with SMEs and large companies as well as for some companies working in the field of healthy food, H2O communication’s values have guided Louis’ choice of our agency. Mr. Lanneau chose Montreal for his internship because he had already stayed there and had greatly appreciated the atmosphere of the city. He therefore chose to repeat the experience, this time for an academic stay.


After a little over 2 months of internship, Louis believes he has already learned a lot, and refined his technique on the creative software used. He particularly appreciates the design, combining creativity and technique. He already knows that he will be able to reuse these creative techniques during his future professional career.


H2O communication wishes Louis a good continuation of his internship.


In addition, H2O communication takes this opportunity to remind all local and international candidates that we receive many requests for internships in creation, marketing and communication. Like Louis, the interns we choose stand out for their enthusiasm, motivation and determination. As passionate about the field, H2O communication makes it a point to welcome and contribute to the training of the next generation.


Good luck to all of you!