On the occasion of the release of his book “Content Marketing – Creating contents that sell” and of his intervention at Inbound Marketing France on January 28 in Rennes on the same theme, we interviewed Stéphane to Benin WhatsApp Number List what place can take the content in the digital strategy of a company. In less than two weeks, the essential Inbound Marketing France event will focus on digital marketing across the board. Two round tables will be moderated by the BDM in particular, on a selection of tools to animate its online communities and on how to personify your brand on social networks . Stéphane , founder and CEO of Captain Marketing and author of “ Content marketing – Creating content that sells ” at will also speak during a Masterclass and a Workshop.

In this interview, he explains to us his definition of content marketing, and its integration into business strategy. How would you define content marketing? More than a definition, what is important to understand is that today it is ABSOLUTELY impossible to survive in the digital jungle without content. We are all exposed to a tsunami of more or less intrusive advertising messages via Facebook, Google, emails, notifications, traditional advertisements, etc. According to Forbes, we are exposed 4 to 10,000 times a day to advertising messages in any kind. This poses a serious problem for small and medium-sized businesses who want to be visible. If they do not want to devour their entire marketing budget on advertising, the costs of which are constantly increasing.

How would you define content marketing

while capitalizing on short-term actions and building a lasting presence over time, they have no business. other alternative than turning to the content. If I had to give a definition of content marketing, it would be this: “ content marketing is a strategy that consists of creating and promoting content that has the objectives of attracting, converting and retaining customers. It serves to fuel the conversion funnel and helps prospects throughout their decision-making journey. ” Its main objectives are as follows: Acquire customers and increase sales; Reduce the costs and the perverse effects of advertising pressure; Retain an audience and customers over the long term; Build the brand image. Content marketing is perfectly justified in a context where advertising pressure is less and less well supported by consumers.


What services does the content impact in the company? In fact, content goes far beyond just marketing. It must be at the center of the concerns of all “customer-oriented” functions: general management, sales, support, customer service, product management, marketing, communication, HR. Content is a strategic exercise which must have a strong impact on the performance of the company. I am often asked if content marketing should be fully taken care of by marketing. From experience, I am convinced that marketers are probably the ones who “feel” the most negative effects of a lack of content suitable for the good conduct of the business. It is therefore often marketing that initiates a Content Marketing process within the company. But marketing often fails to get the content adopted by other parts of the business.

What services does the content impact in the company

Content Marketing thus unfortunately remains compartmentalized within the “marketing silo”, which considerably limits its effectiveness. However, it is far too strategic to confine the content to the sole marketing function. Content Marketing impacts the entire organization. Here are some examples : Marketing : positioning, segmentation (Personas), messages, campaigns, brand promotion, lead generation. Sales : Connecting with Hot Leads, Social Selling, Building Trust, Inbound Sales Customer service : onboarding, streamlined support, loyalty (upsell – resell) Product management : optimized product development, co-construction, rapid experiments, competitive differentiations How does it fit into the marketing strategy of companies? Content Marketing is now inseparable from the overall strategy of the company, and, consequently, it must be carried by its highest authorities. Each business unit management must take part in, agree to and support the company’s Content Marketing strategy.

It is more than interesting to obtain the support and commitment of all, because each function will bring its know-how, its needs and its vision of customer needs. This is sure to enrich the overall content strategy. For example, marketing, sales, and support occur at key, but very different points in the customer journey. We can clearly see here that the content necessary to feed these different “key moments” can be of a very varied nature. Despite the indisputable impact that content can have on a company’s bottom line, I unfortunately find that it is still considered more of a “convenience” than a necessity. The content is at the service of commercial strategies (brochures, websites, product arguments, etc.), marketing strategies (brand awareness, events, social media, etc.) and communication strategies (employer brand, press relations, brand platform, etc.). But few companies have a real Content Marketing strategy.

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