Post by account_disabled on Dec 23, 2023 5:58:17 GMT -5
Inbound Marketing . Content marketing. Content marketing … Outside of professionals in the profession, we call it whatever we want. According to the Content Marketing Institute , content marketing is: “ a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action ”. This is a topic of growing interest. We could see this at the last Social Selling Forum where the session on Content Marketing was the one that attracted the most participants or in the survey that 4kast has just conducted with around thirty French specialists: the importance of content comes up very often in their analysis of 2018 digital marketing trends .
Why inbound marketing or content? What's the point ? The basic idea is always the same: as Email Data decision-makers are difficult to contact, they go to get information online, they no longer trust salespeople… one way to reach them is to publish content. By doing this, we hope that when searching for information or solutions online, decision-makers will be able to find our content and at least fill out a contact form or in the best case call us to arrange an appointment and find out how we can help them. Content Marketing, Inbound Marketing: does it work? That could work. In any case, for us (in my agency), it works. I have become a service provider for numerous companies, from SMEs to the biggest global brands (non-alcoholic drink with a red and white logo, inventor of capsule coffee, real estate developer, private management bank, etc.
Thanks to articles published on my blog, on LinkedIn, on Presse Citron; through YouTube videos; thanks to slideshares and also thanks to one of the books I wrote. When I write “it can work”, in the previous paragraph, it is because my observation is that the content is a bit like the Lotto: 100% of the winners tried their luck, but 100% of participants did not win. Far from there. Content marketing: numbers! If we take the last 2 annual reports (the B2B report and the B2C report), from the excellent Content Marketing Institute , we can read that: 91% of B2B marketers surveyed do content marketing. Among the remaining 9%, more than half plan to get started in the next 12 months. Only a quarter ( 24% ) describe their approach as “extremely successful” (4%) or “very successful” (20%). Almost as many ( 23% ) describe it as “not at all successful” (2%) or “minimally successful” (21%). In B2C, 86% do content marketing.
Why inbound marketing or content? What's the point ? The basic idea is always the same: as Email Data decision-makers are difficult to contact, they go to get information online, they no longer trust salespeople… one way to reach them is to publish content. By doing this, we hope that when searching for information or solutions online, decision-makers will be able to find our content and at least fill out a contact form or in the best case call us to arrange an appointment and find out how we can help them. Content Marketing, Inbound Marketing: does it work? That could work. In any case, for us (in my agency), it works. I have become a service provider for numerous companies, from SMEs to the biggest global brands (non-alcoholic drink with a red and white logo, inventor of capsule coffee, real estate developer, private management bank, etc.
Thanks to articles published on my blog, on LinkedIn, on Presse Citron; through YouTube videos; thanks to slideshares and also thanks to one of the books I wrote. When I write “it can work”, in the previous paragraph, it is because my observation is that the content is a bit like the Lotto: 100% of the winners tried their luck, but 100% of participants did not win. Far from there. Content marketing: numbers! If we take the last 2 annual reports (the B2B report and the B2C report), from the excellent Content Marketing Institute , we can read that: 91% of B2B marketers surveyed do content marketing. Among the remaining 9%, more than half plan to get started in the next 12 months. Only a quarter ( 24% ) describe their approach as “extremely successful” (4%) or “very successful” (20%). Almost as many ( 23% ) describe it as “not at all successful” (2%) or “minimally successful” (21%). In B2C, 86% do content marketing.