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Everything You Need to Know About Content Marketing

le Thursday 04 March 2021 - Mise à jour Sunday 03 March 2024
Temps de lecture : 23 minutes

Do you want to optimize your business communication and improve your revenue in the long term? Then you can't ignore content marketing! In the era of digital, a well-established content strategy can yield an exceptional return on investment. In this article, I'll describe the entire process and give you all the necessary foundations to benefit from it.

🏃‍♂️ Article Summary

To help you navigate this lengthy blog post, here's a summary of the 4 essential points to consider for successful content marketing. As your project progresses, feel free to revisit this article and use the left-hand menu to jump directly to the topic that interests you.

  1. 💡 Understanding content marketing: benefits, web marketing methods, content types, communication channels, budget, and duration.
  2. 🧱 Structuring your editorial marketing: editorial line, publication planning, and team creation.
  3. ✍️ Establishing your content strategy: choosing topics to cover and the best distribution platforms.
  4. ✔️ Analyzing statistics: business objectives and analysis tools.

Throughout your reading, I suggest keeping in mind the following 6 elements. These are the fundamentals for a successful content strategy!

  1. Prioritize quality over quantity.
  2. Personalize your publications according to your personality and audience.
  3. Ensure excellent visibility by varying your distribution channels.
  4. Diversify the formats of your content.
  5. Inform yourself about your audience.
  6. Define your objectives.

💡 1. Understanding content marketing

I'll explain right away why and how you can benefit from this process to optimize your business communication. But first, you need to know the definition of content marketing.

Content marketing is a communication strategy aimed at providing your customers and prospects with quality, useful, and attractive content. This method existed long before the Internet, but it has exploded since the advent of web marketing.

Today, whether you have B2B or B2C business objectives, content marketing is undoubtedly the best way to make yourself known to everyone. This marketing approach requires preparation and skills but is extremely effective in the long term.

By reading this entire article, you'll learn how to achieve it!

1.1 What are the benefits of content marketing?

By distributing your various content across all digital channels, you achieve lasting and significant results.

First, you significantly improve your visibility. Indeed, your customers and prospects find your brand on the web. To do this, your company is visible on all web communication channels that correspond to your professional sector. This allows you to generate qualified traffic and encourage prospects to take action.

Thanks to this, you establish considerable notoriety by positioning yourself as a recognized specialist in your field of activity. By doing so, you become an essential player and inspire the greatest trust. This is also the best way to retain your customers.

Moreover, by establishing a good content strategy, you succeed in significantly improving your conversion rate. As you know, this has a direct impact on your revenue!

1.2 What are the web marketing methods?

There are several ways to attract your prospects on the Internet. I will describe the commercial processes you can use to ensure a high-performance content strategy.

Outbound marketing

This is a short-term communication, mainly aimed at promoting temporary actions or quickly launching your activity. It will be used occasionally and will have quick but non-lasting results.

To take advantage of this concept on the web, you can use paid search (you'll find more information about SEA in section 1.4). You can also organize a promotional email campaign, which allows you to reach a more targeted audience.

However, outbound marketing (also called outbound or interruption marketing) is an old method that is losing effectiveness. Indeed, this process focuses more on quantity than quality. That's why I recommend using it sparingly and devoting most of your energy to the concept that follows.

Inbound marketing

Inbound marketing, in contrast to outbound marketing, is a communication strategy established for the long term. This process was developed by web marketing specialists and aims to establish a strong and lasting relationship with your consumer.

To achieve this result, this digital communication method can be divided into four stages: attract, convert, close, and retain. The tools used to achieve this are mainly marketing automation and Lead nurturing.

You can see that content marketing is an integral part of inbound marketing (also called inbound marketing). The great advantage of this commercial strategy is that it leaves the buyer free to choose, which is essential today for online sales.

Infographic: inbound marketing vs outbound marketing

1.3 What are the different forms of content?

On the web, communication is only possible through content. Moreover, it represents your brand image, your qualities, and your values. That's why you must absolutely take care of all the information you transmit, regardless of the form you choose.

Editorial content

Editorial content is essential for informing your readers. It also allows search engines to understand your message. You must therefore write quality texts and respond as well as possible to the search intent of Internet users.

To guarantee the best possible visibility, you will use a rich vocabulary and cover the subject in its entirety. Of course, you choose a main keyword that will serve as a guideline. However, be aware that there are 6 types of keywords, and depending on your needs, each has its use.

However, you should not repeat it excessively in the hope of pleasing Google. On the contrary, you develop a semantic field that proves to the indexing robots that you are indeed covering the entire subject.

Visual content

Images and infographics also have great power in digital communication. Once again, they convey a strong message to your readers. On the other hand, they serve to promote your business in the long term by highlighting your branding.

Moreover, visual content is essential if you communicate through certain social networks. This is especially the case for Instagram, Flickr, Pinterest, Snapchat, and even LinkedIn and Facebook. By sharing quality information, you significantly increase the click-through rate and retain your customers.

Another advantage of paying close attention to the distribution of your photos is being visible at the top of search engine pages. For example, if you type "tulip" into Google, images appear at the top of the SERP. And in just two clicks, the user can naturally find themselves on your website.

Screenshot of the search for the word tulip on Google

Video content

Did you know that YouTube is the second most used search engine in the world? In France, nearly 50 million monthly users take advantage of this video-sharing platform!

In addition, this entity has been owned by Google since 2006. So it's not surprising to find its content among the top results on search engine pages. Here's what appears when you search for "change a wheel" in the search bar.

Screenshot of the search for changing a wheel on Google

And of course, sharing videos on other social media is also an excellent way to attract your target customers' attention. In addition to those mentioned earlier, I would add TikTok, Vimeo, and Dailymotion.

Audio content

Audio content is slowly making its place among the major distribution platforms on the Internet. Indeed, this form of communication is no longer reserved for musicians.

Of course, web radio has existed for a long time and allows for the transmission of quality oral information. So it's not a big novelty... However, the big boom in recent years is the podcast!

It's a formidable way to personalize your information and raise awareness among your audience. The great advantage of this type of digital content is the human aspect. Indeed, it's this factor that has the most impact in this type of communication.

1.4 What are the content marketing distribution channels?

As you've understood from reading the previous chapter, content marketing has an extremely varied source of visibility. This allows you to precisely target your customers and thus obtain highly qualified traffic. Below, I summarize all the distribution channels that can be used to promote your content.


A website is an essential tool for sharing information that suits you. Its greatest advantage is that it's the only distribution platform that truly belongs to you. Once you have your own URL, you are free and independent. Moreover, you can distribute all forms of content and are not bound by restrictive rules.

Whether you are a craftsman, merchant, service provider, or simply passionate, not having a website is no longer an option today. Especially since, with the tools available today, a large budget is no longer necessary to offer a friendly and pleasant site. Of course, this depends on your field of activity and the message you want to convey.


Attached to your website, a blog is an exceptional tool for sharing your content. It allows you to work on many keywords that you could not address if you only had static pages.

In addition, you have an infinite possibility to transmit information to your readers. This is the best way to assert yourself as an indispensable specialist in your field of activity. Be aware that, regardless of your specialization, you can benefit from this process to optimize your content marketing.

Guest blogging

Whether you have your own blog or not, you can write content on someone else's blog. You then take advantage of their notoriety and reach a new qualified audience. The only condition, of course, is that their theme is close to yours!

On the other hand, you can take advantage of this technique to improve the natural referencing of your website. Indeed, you can often include a link to your site in the guest article you write. This increases your popularity rate in the eyes of search engines.

White paper

Offering a free ebook is the perfect example of a strategy related to content marketing. Indeed, you provide quality information to your prospect without pushing them to buy. However, you get long-term benefits!

First, you establish a relationship of trust with your reader and increase your chances of retaining them. In addition, you take advantage of this method to obtain their email address, with their full consent. You can then deploy your automated marketing and promote your offers to your qualified prospects.


As I just explained, content marketing by email is an excellent way to increase your sales. I've already given you a technique for capturing your readers' email addresses, but there's another one that's also very profitable.

Take advantage of each customer acquisition to expand your contact list. As a result, you guarantee the interest of your readers when you send your newsletters. Of course, in the case of a one-time purchase, some will no longer need your services. However, you will retain all those who are still demanding and significantly retain your customers.


SEO (Search Engine Optimization) is the undisputed ally of content marketing. Indeed, search engines try to offer quality content that meets the expectations of Internet users.

To succeed in your organic referencing, you must, of course, work on your texts, but also on the technique of your site and its notoriety. Remember, however, that your main goal is to promote the user experience (UX), so don't overdo it... To find out where your site stands in terms of natural referencing, there's nothing like a complete SEO audit!


SEA (Search Engine Advertising) is, on the other hand, the main partner of outbound marketing. This method is particularly interesting for occasional use, mainly to accelerate your launch or promote a limited-time offer. However, it would be too risky to focus solely on SEO practice to guarantee your visibility on search engines.

To succeed in your paid referencing, you must know your target audience well, refine your landing page, and meticulously plan your publications. However, keep in mind that this process only has temporary repercussions on your visibility and that the traffic generated is often less qualified than in SEO.

Social networks

Social media is now essential for distributing your content. They mainly allow you to create a real privileged relationship with your customers. In addition, it's the ideal place for your own customers to distribute your content on your behalf (thanks in particular to the like and share functions).

However, unlike your website, these platforms do not belong to you! Moreover, the visibility of your content is short-lived and cannot be done entirely freely. It is therefore important to use them, but essential not to focus solely on this type of marketing.


As I mentioned earlier, podcasts are in vogue! In France, there are nearly 6 million listeners per week, which represents almost 10% of the population. In the United States, which I remind you often have a head start in the digital world, 37% of Americans listen to at least one podcast per day!

Once again, this content format is very effective in content marketing. Indeed, it allows you to create a strong bond with your audience and humanizes your communication considerably. In addition, you offer quality information without fundamentally pushing for sales.


The participatory content par excellence, this communication method is also experiencing a growing popularity. In your content, you are required to reveal your personality and answer the questions of Internet users directly.

This communication channel is extremely powerful for establishing trust and encouraging your prospects to take the plunge. Moreover, these interactive presentations inevitably demonstrate your area of expertise and allow you to select a clientele that suits you.


In this comprehensive guide to content marketing, you've discovered everything you need to make your business communication profitable in the long term. In the coming weeks, I'll revisit some of the topics covered here to explore them in more depth.

In the meantime, I recommend saving this article in your favorites so you can easily access it when implementing your content strategy. And as always, if you have any questions or additional information, feel free to leave a message below.

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