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Article Substance

15 November 2022

What is content?

10 years. We’ve been redefining content marketing for a whole decade now. We’ve grown around a group of agile talents that master social media, digital platforms and content in all its forms. We often hear the word “content”, but what does it mean, exactly?

Content marketing is based on creating and sharing appealing and relevant pieces of content that interest target audiences. What makes content different is its durable nature and its long-term value for people who consume it. We can capture people’s attention, keep it, and win their loyalty. Our agency’s turned this concept into our main expertise.

How to make good content marketing

In a nutshell, it’s all about give and take. The content we’ve created needs added value for users on the other side of the screen. Deliverables need to be engaging, educational or entertaining.

The goal is to personalize the brand and open a space for conversation with subscribers. We want to listen to them to offer content that interests them and that they can participate in. Content doesn’t always need to inform on the brand itself to be relevant, it just needs to educate on its domain with a dash of creativity.

What that looks like in practice

It can be content calendars on social media, newsletters, blog articles or co-creation with influencers, to name a few. Here’s a short toolbox with 3 helpful elements for relevant content marketing.

  1. Content calendars

The entirety of what you share on your brand’s social media is content. Producing a content calendar is key to keeping track of posts as a whole. The calendar includes:

  • Past content

  • Upcoming content

  • Time of publication (date and time)

  • Platforms on which content will be posted

Various online platforms exist to help you organize and centralize these aspects. Keeping the content calendar up to date allows you to create a collaborative space within your organization, to adopt a regular posting frequency and rhythm, and to maintain an overall coherence in all your posts. These elements are essential to optimize your social platform activity and to stay agile.

  1. Newsletters

Newsletters are the informative or promotional emails brands send to users. If you’re on a mailing list or if you have one, you might already be aware of the importance of relevant content. Otherwise, people don’t hesitate to unsubscribe!

Key elements of an efficient newsletter include:

  • Catchy titles

  • An appealing look

  • Calls to action

  • Most importantly, adapted content that actually interests the people who receive it

Easy, right? In reality, the only way to know if the content you’re sending out appeals to your subscribers is performance testing and monitoring. When done right, newsletters are some of the most effective communications tools. Check out our article on newsletters to learn more.

  1. Optimized blog

Maintaining a blog is a good way to propose rich and interesting content to users. You can share a more inspiring or educational side of your brand and, over time, build sympathy capital.

A blog is the best tool to share informative content (like this article!), achievements or to announce news on your team or clients.

SEO tricks can optimize your blog. An article of the right length with images, internal links and keywords based on popular online searches will perform well online.

Our content expertise

We’ve established ourselves as the reference to meet new business realities by pushing the limits of content marketing. Whether it’s auditing social platforms or creating an integrated campaign, we accompany our clients in the smallest and biggest projects.

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