nbound marketing is often presented as THE technique to generate leads and take them to purchase. However, at each stage of the purchasing cycle, inbound marketing relies on web content. Without this fuel, it is difficult to attract qualified buyers and convert them.
But then… Is the goal (really) to create
content for your target email data audience, then wait? Hoping for the magic to happen? Not so simple.Often, when we talk about content strategy , we think “content” and not enough “strategy”. A strategy is a set of actions and means deployed to achieve an objective. In this article, we will see how to raise the level of your Content Marketing strategy.
Content Marketing, another synonym for Inbound Marketing? And vice versa? Not at all. In the large marketing family, these two strategies are very distinct… And yet linked.
Let’s start with Inbound Marketing .
It is a set of techniques that consist of attracting qualified visitors, generating leads, converting them into customers of your solution and retaining them.
In other words, this strategy consists of bringing prospects to you (as opposed to Outbound Marketing, which consists of going to find prospects). Once the prospect is well magnetized, the idea is to move them forward in the conversion funnel until conversion. The final objective of inbound marketing is therefore to go from point A (first contact) to point Z (purchase).
To succeed in attracting and converting these prospects, the ally of marketers is (you guessed it): content!
Content Marketing is therefore office depot’s choice to reach their one of the levers of Inbound Marketing. We also talk about content marketing: its role is to create and share relevant content aimed at a previously defined target audience. All this, to attract and retain customers.
By implementing a content marketing strategy, your brand has its own media. A content strategy includes two components:
The creation of high added value chleads content (carried out internally, by an agency or a freelancer): blog, white papers, customer cases, webinars, newsletters, etc.
Content promotion , in order to increase the entry points between Internet users and your brand: natural referencing on Google, social networks, promotion with influencers, etc.
