Post by account_disabled on Dec 24, 2023 4:15:38 GMT -6
So that it is taken up, coor sharing sites (YouTube, SlideShare, etc.). I went to the sites or blogs of the main digital marketing experts or agencies (in France and the USA): everyone talks about the importance of content. “Content marketing” gives 22.8 million results (twice more than “gym class”: 11.7 million and almost as much as “cooking class”: 25.3 million) and “content marketing” gives 72.9 million. Make content! Yes but how ? On what ? So, everyone tells you: “make content!” or “content is king!”. But I don't find many specialists who tell you how to create content. Finally, how simple it is. How to create content that works for sure, regardless of product, service, brand, market, is more complicated.
We can advise you to answer the questions your customers ask, we can advise you to form an Email Data editorial committee with your business experts. That could work. But very often this doesn't do much. For me, this is similar to Hope Marketing: we push our content in the hope, as I indicated above, that Google will spot and reference it or that Internet users will arrive at it thanks to the virality of social networks or via the (expensive) purchase of Google or Facebook ads. If this works for you, great. But if it doesn't work, why? As indicated above, 50% of Internet users make requests of at least 4/5 words and 15% of daily requests have never been made before.
This means that Internet users' requests are very diverse. Your content can only be seen by Internet users if you precisely target their queries. If not, they won't find you. Example. We worked for a construction group. This group manufactures and distributes construction site equipment, particularly lighting poles. This is the term used by everyone in the company, on the site, in catalogs, among customers. So this is the expression used by the group's agency to produce content around these products. Result ? Nothing! For what ? Because the expression used by customers and prospects is that of “lighting balloon”.
We can advise you to answer the questions your customers ask, we can advise you to form an Email Data editorial committee with your business experts. That could work. But very often this doesn't do much. For me, this is similar to Hope Marketing: we push our content in the hope, as I indicated above, that Google will spot and reference it or that Internet users will arrive at it thanks to the virality of social networks or via the (expensive) purchase of Google or Facebook ads. If this works for you, great. But if it doesn't work, why? As indicated above, 50% of Internet users make requests of at least 4/5 words and 15% of daily requests have never been made before.
This means that Internet users' requests are very diverse. Your content can only be seen by Internet users if you precisely target their queries. If not, they won't find you. Example. We worked for a construction group. This group manufactures and distributes construction site equipment, particularly lighting poles. This is the term used by everyone in the company, on the site, in catalogs, among customers. So this is the expression used by the group's agency to produce content around these products. Result ? Nothing! For what ? Because the expression used by customers and prospects is that of “lighting balloon”.