Little Leonard’s Encyclopedia #3: Content Marketing

Doing inbound marketing without first defining a content marketing strategy is a bit like building an army without foot soldiers. To avoid putting the sled before the unicorns, our encyclopedia sheds light on this key digital marketing concept.

What is content marketing?

Definition of content marketing

Content marketing, content strategy or web editorial strategy… This marketing concept has several names. It aims to create and distribute to your customers and prospects, informative content, fun and high value added.

Content marketing vs. advertising

Today, especially in B2B, a prospect does not hesitate to compare opinions before buying. They are often looking for educational, transparent and entertaining content. The strategy of selling your product by relying on a sales pitch and advertising “in the buff” is no longer sufficient. Content marketing should allow you to build trust with qualified prospects. If they see you as a credible, funny, intelligent, etc. source of information, then you’ve won (or almost won)!

The objectives of content marketing

“I get it. But what is the purpose of this, Master?”

To convert, by Merlin’s beard! That is, to fulfill your digital marketing objectives. Thanks to effective and relevant content, it’s no longer you who go looking for the customer but the customer who comes to you.

In concrete terms, a good content marketing strategy should allow you to

• Increase traffic on the website and improve its quality