Content Marketing: Why Use It?

Content Marketing its history and usage

Before starting to write, a web writer defines a writing plan. Defining a writing plan helps organize ideas and create content.  The web writer must be methodical. They should create main headings, subheadings, including a keyword. The keyword identifies the content of information. Here, we are talking about Content Marketing.

What the heck is Content Marketing?

Before getting to the heart of the matter, LLRedac looked into its origin, and whether it existed before the Internet.

Its history

Content Marketing means in French Marketing Content. It is not new; it has remained in the shadows, but it has always existed. At the end of the 19th century, two direct content marketings were born in the United States. The first Consumer Magazine in 1895, called The Furrow, and the second in 1895, the release of the Michelin Brothers' guide. Thus, this year is decisive and significant, as it gave birth to a brand of agricultural equipment with the birth of The Furrow magazine and the release of the first Michelin Brothers' guide. Everyone has heard of the Michelin Guide dating back to 1900. It reveals tips and maintenance solutions for all automobiles. At that time, it was written “Offered free to drivers.” The mentioned media address two types of social categories: American farmers and drivers. The Furrow and the Michelin Guide advise and inform. It is important to note that between 1900 and 1950, there were no significant innovations due to World War II. Subsequently, we talk about post-media: radio, print media, and finally television. During this period, television advertisements held the monopoly on the market. Take, for example, the Danish Lego group whose concept is to assemble colorful block elements into squares for children aged 5 to 9 years. It created its first magazine, one in 1968 and another in 1987.

Who is it for?

Traditional Marketing is not profitable and too costly for most companies. As a result, companies are turning to the digital world. They wish to reduce their marketing and communication budget. The strategy adopted is that of digital channels. LLRedac refers us to digital communication, which encompasses all transmitted information and its exchange. Hence, we witness the emergence of entrepreneurs and start-ups. Currently, there are many specialized agencies using content marketing. Call on LLRedac surrounded by SEO web writers specialized in marketing and writing various content. The articles of LLRedac are exceptional, relevant, and generate traffic. We build our articles around keywords. In the last twenty years, Content Marketing has exploded. It will no longer be about a simple and small “sales channel”; it’s about building a trusting relationship with prospects and customers. Remember the social networks. As you read earlier, despite the late term known as “Content Marketing,” the technique of content marketing is ancient. Think of The Furrow and the Michelin Guide dating back to 1900. It is defined as the set of commercial actions aimed at retrieving clients.

What are the commercial actions taken?

The commercial actions taken are the tools of content marketing: media, various publications, etc. It is clear that Content Marketing is the preferred ally of companies worldwide, as it aims to increase your revenue. When companies create advertisements, videos, or other images, or slogans... etc., Content Marketing highlights the brand, products, and services.

How to implement it?

Previously, we discussed its origin and emergence. We briefly mentioned its function. One must ask oneself the question: what is the primary goal of Content Marketing?

Here are some tips provided by LLRedac

• Enhance your brand image = e-marketing,
• Optimize your SEO (Search Engine Optimization),
• Promote and Produce Leads,
• Develop and Retain your customer base (its Fans via Facebook),
• Increase and develop the number of newsletter subscribers,

Content marketing is the central element of the Inbound Marketing base of any business. Inbound Marketing guides customers in their purchasing process. It’s not just about producing new content to feed any website, all pages on social networks. There are golden rules that allow attracting qualified prospects. In terms of customer relationships, LLRedac highlights one for you. It’s called buyers personas. We talk about buyers. One must be very precise in terms of purchasing. The role of salespeople is crucial as it is necessary to define the customer’s vision.

• Interview prospects and customers
• Leverage data
• Update daily and weekly

You must be methodical, organized, and think about establishing a detailed editorial calendar. A publication schedule must be defined.

What do we call a publication calendar?

It involves a calendar for planning, writing, and publishing content. Thanks to this, you will be effective in the sense that the rhythm will be regular and maintained. It is an overview of the different contents to be produced. And there, specific contents must be produced. A classic example is the summary video of a trade fair. You take advantage of the event's notoriety to make yourself known.  LLRedac strongly encourages you to read and study the content of competitors in order not to give them a monopoly on certain topics. We think of Hootsuite, which is mainly used to schedule posts on social media. In 2008, Hootsuite was created by Mr. Ryan Holmes. It resembles a dashboard. Thanks to this software, you search, schedule, manage, and establish reports on media content more easily. Using Hootsuite allows you to save time by scheduling your posts across different social networks. Our teams will analyze content and track your performance. Thanks to Hootsuite, you measure your performance on social networks. Moreover, it has the ability to highlight important conversations. On the menu: keyword, location, Hashtag. Thus, you will know the different opinions of users regarding competitors, sectors, and the brand. Hootsuite offers a wide range of monitoring applications. You will evaluate your site and respond to all types of posts and comments while ensuring compliance with brand image.

The Webinar and the Content Marketing technique

LLRedac shows us the importance of the Webinar. The webinar is king in communication. It is an integral part of digital marketing. The BtoB content marketing is interesting for all salespeople wishing to develop their business. It is a communication channel. The webinar is also aimed at BtoC content marketing. Always pay attention to content and reporting: do not neglect the presentation. The content and rendering must be relevant and readable. Also, the quality of sound and image. Then, the promotion must be well executed. Profiles must perfectly match your business target. We talk about maximizing the number of attendees. Finally, the post-webinar: that is, the repurposing of the webinar after the event. LLRedac considers utilizing the webinar, transformed into articles or videos. The discussed topics must be relevant. They should add value to your prospects.

Who has already practiced it?

Now, we will focus on content marketing. Who has practiced it? Most of the time, we talk about e-marketing when referring to BtoB. By definition, BtoB is the connection of companies within a client-supplier relationship. We talk about the target. We address SMEs and large companies. There is also BtoC content marketing. This is directed at individuals. LLRedac wants to remind you of a fundamental aspect: competition is fierce, and there are many competitors in the market. You must all be aware that writing a few articles is not enough. You need to stand out, especially know how to differentiate yourself from others. Think carefully about the strategy; everything must be well-structured and well-thought-out. Develop your brand, grow your revenue, maximize conversion. We will show you some examples.

Example of Gopro using content marketing

Some companies, namely Gopro, since 2004, have made a name for themselves through marketing platforms that create videos, namely YouTube. Its revenue is exceptional, as it approached USD 1,480,000 million in 2018. Everything aims for a brand's popularity or a certain notoriety. Gopro defined its marketing budget. It based all its communication on it. Gopro produces videos for sportspeople and athletes. At the same time, the e-commerce site has benefited from it to profit and make sales. The brand has reached the pinnacle as it creates over 8 million views on YouTube. Gopro is daily developing its community. This has led to new advertising tools that enhance its image. Over the last two years, it has continued to grow its image. Gopro genuinely federates a sports community. It has mainly worked with the social network Instagram, renowned in the photographic field. It has been viewed about 50 million times. The company has reached its peak in recent years. It draws more than 5 million visitors every day, mainly an American population.

Example of ProFlowers using this strategy

LLRedac focused on another example that has already practiced content marketing. LLRedac focused on ProFlowers. It is an American commerce company originating from California, San Diego, created in 1998, which sells products made by producers. It specializes in flower delivery at home, just like Interflora in France. Recently, in 2014, it was acquired for 430 million dollars by a professional organization based in Illinois led by CEO Jeff Clarke. It should be noted that in recent years, it has gained strategy and visibility. Each month, this platform attracts over 1 million new visitors.

In conclusion, content marketing is not a new thing.

Content marketing has existed for more than a decade. LLRedac will always advise you to maintain a good relationship between clients and prospects through website content. These will effectively help maintain the future commercial relationship. The social networks Facebook, LinkedIn, Twitter, Snapchat, Instagram, and many others will only use it. As long as the content is of quality, you will have a good conversion rate.