Yes, content is a golden lever for branding, traffic and lead generation. Yes, B2B companies are (increasingly) aware of this: 82% of marketers actively use content marketing !
But to actively use content marketing AND
obtain effective results over time, one imperative is too often neglected: creating an internal content culture .
So, how do you get all the teams email data on board? How do you turn a simple strategy into a real culture? We welcomed Guilhem Bertholet (founder of Invox) for a rich discussion during a Plezi Décode. Did you miss this live? Don’t panic. Find all his advice in this article to create and disseminate a content culture in your B2B company. Follow the guide!
Investing in content is investing in its growth.
The numbers speak for themselves:
let’s take the example of a Content Marketing strategy, based on blog articles. Nearly 65% of companies publishing less than 2 blog articles per month generate on average 220% more leads and see their traffic increase by 26% , according to the inbound marketing barometer!According to Guilhem Bertholet, content is defined as “ a created resource that carries the vision of the company, regardless of the medium ”. Content is considered to be the driving force behind a Content Marketing strategy.
This tactic consists of using the how to calculate sov for advertising expertise of a company in its entirety (business, employees, market, customer, methodologies, etc.) to transform it into relevant and useful content. Content Marketing is above all the ability to use the right content formats to get the right messages across to the right people. It is a transfer from internal to external, in the best possible way.
Today, the list of interesting cmb directory content for a Content Marketing strategy is growing: blog article, video, webinar, podcast, infographic, “diagram” visual, downloadable kit, white paper, customer case, comparison… There are more than 13 types of essential content for your Content Marketing !
But before embarking on a content strategy with all the trimmings, don’t rush. The first two steps are to:
1- De-dramatize and reassure yourself : No, content marketing is not a complex strategy, or reserved for large marketing teams! Your content creation can start with simple formats. Even if you are alone at the controls.
