boost your online presence

content marketing (or content marketing, in French) has become essential for all businesses that want to have an online presence.

Much more than a simple tactic to bolster your marketing strategy, this approach is now ultra-complete and integrates many tools.

Whether you need now generate more traffic to a site or your social networks, to improve your conversion rate or to build your reputation as an expert in your sector, content marketing lends itself to all situations.

Content marketing, what is it?

content marketing consists in producing and publishing content with a high added value for your audience in a perfectly targeted and very regular way. Newsletters, blog posts, social media posts, videos, podcasts, white papers… all digital media likely to be appreciated by your target audience have their part to play.

The created content must by definition be customer-oriented. The aim is to provide the latter with concrete and coherent answers to the questions he poses, inform him about topics that fascinate him, or even offer him a moment of pleasure or escape.

Content marketing or content marketing

The intrinsic difference between content marketing and other communication categories is here: the brand creates commitment by taking the step to go to his audience, to give him something. Unlike traditional advertising, it’s not about trying to convince that your product or service is superior. Rather, the goal is to build a genuine connection with your audience.

Brands that decide to use content marketing must not only adhere to a sustainable content creation schedule, but also and above all offer the ‘right’ content. And it cannot be improvised!

It is for this reason that many brands choose Studio Eskimoz developing and executing an effective content marketing strategy.

Content marketing, brand content, inbound marketing… How do you find your way?

It can be difficult for the uninitiated to know exactly where these myriad expressions, which are used interchangeably in English and French, all relate to the internet marketing † That’s why we often confuse content marketing (or, remember, content marketing) with: inbound marketing

If content marketing is produce quality content for a targeted audienceInbound marketing, on the other hand, relates more specifically to efforts to generate traffic, qualify leads, and convert visitors. We can therefore think of content marketing as a strategy that is part of a more global inbound marketing approach. It can be combined with other strategies.

Content marketing, brand content, inbound marketing… How do you find your way?

Among these other strategies, those of brand content (or branded content) is also easily confused with content marketing. It is based on the distribution of editorial content (texts, videos, etc.), but it is at the level of the content of the content itself that the difference manifests itself.

Unlike content marketing, which works to meet the needs of your audience, branded content is about your brand. Rather, it is a matter of promoting it through a skilled mastery of storytellingfor a result closer to traditional advertising.

Content marketing: a multitude of media

The material specific to content marketing are multiple and diversified, allowing each company to find the right means of expression.

blog posts

The blog is a space that lends itself particularly well to the publication of textual content with a high added value. The latter are also great in terms of SEO. And effective SEO results in optimal traffic, often synonymous with conversion.

blog posts

Remember to analyze your personae as needed to provide them with information that meets their expectations. Feel free to build your blog in a way that encourages users to continue visiting and reading more articles, including through links and a “maybe nice” block.

The more your audience will benefit from your universe, the more they will feel close to you and the better your chances of seeing your clientele grow.

Videos

Videos are widely used in content marketing and also in brand marketing, and not without reason! This format is still the preferred format for Internet users, especially on social networks. Tutorials, inspiring, funny videos, reports, behind the scenes or even unboxings… the possibilities are endless.

With technologies available to everyone today, you can deliver enough production value for most platforms at a lower cost. With a slightly higher budget you can also get started with animation or motion design.

Pictures

Internet without images would be very monotonous and most Internet users are intrigued by an image long before they read a text or watch a video. On social media, quality images can practically stand on their own.

Pictures

For your visuals to create maximum engagement, focus on quality and be sure to create a graphic charter that ensures the necessary consistency. Photos, infographics, mini-comics… let your inspiration express itself.

audio

Whether you regularly host a podcast or want to publish a high-value interview, audio has its place in content marketing strategies† Such a format offers excellent opportunities to target your target group and distinguish yourself from your competitors.

ebooks

E-books are the ideal opportunity to offer content with a very high added value, absolutely unique and based on expertise that your company only possesses. Do not hesitate to publish manuals or other writings that will improve your skills to increase your visibility.

Whether you choose to use it alone or integrate it into an even more comprehensive inbound marketing strategy, content marketing is unmatched in amplifying the effectiveness of your sales funnel† Create the surprise to better engage your audience and provide them with an experience that will make you stand out and watch your list of prospects grow.

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