Understanding the challenges of content marketing

By Colin Lalouette

Published: November 11, 2024

Content marketing is now very popular with businesses. It's the key to online visibility, and can become a sharp sales enabler. But if you're going to write content, you need to know how to relay it in a way that's both broad and targeted. Find all our tips on content marketing in our dedicated section.

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What is content marketing?

What it is

In a way, your content is you. Everything you say about your company, its activity, its sector... contributes to giving it an identity. And this content is protean: it includes everything from your content on social networks and your website, to your newsletters and your blog.

Its role

As your spokesperson, your content can work for you. By being relevant and attractive, it can attract new partners or potential customers. It increases your zone of influence and visibility.

Its strength

It's very practical for you. Once written, content has a life of its own. You publish it once. After that, it's available to anyone who wants it. Without you having to worry about it, it will make your case. As a result, inbound leads will be generated: potential sales contacts and prospects will suddenly subscribe to your newsletter, or ask you for a quote.

Relay your content yourself

Think cross-channel

Today, communicating in a single way is obsolete. Some of your leads will be Twitterers, others Facebookers. Some will be receptive to direct mail, others to SMS... it's up to you to tailor your content to reach as many of your recipients as possible. Complicated? Not if you build your campaign on a cross-channel tool such as Send-up.

Make it easy to share

Especially since, by using software packages whose expertise lies in this area, your content will be shareable from the outset. The creation of a landing page, sharing buttons for social networks and the use of hashtags are all elements you can use to encourage " virality ".

Generate interaction

When communication is successful, it becomes tripartite. There's :

what you say to people. Example: " Here's the brand-new product.
what people respond to. Example: " It's great, I love it."
what people say to each other. Example: " -I've got the FG model, is this one really better?-I switched from the FG to the FH and there's no photo!"

Creating exchanges around your brand is an accomplishment from a communications point of view. You become a common ground. You create interactions that are enriched and multiplied tenfold.

Get involved

How do you get involved? Give your readers and your network a voice. Ask questions rather than deliver a one-sided message. To relay an article from your blog, end it or relay it in the form of a question. For an article on "Why shop online", for example, ask your readers "Do you shop online? Tell us about your experience in the comments!"

And also rely on communication relays

The benefits of debate

All the interactions created around your content help to endorse it. Even when they're mixed or negative. Even so, it's possible to filter or moderate content to avoid any slippage or derogatory comments. But the whole point of launching a debate is to get people involved, and thereby to make yourself known. So the more reactions, the better.

The importance of feedback

Just as you invite your readers to react, you should also solicit their opinions: on your content, your product sheets. And here again, it's not necessary for them all to be 100% positive - that would even seem suspicious! Studies show that on pear-to-pear marketplaces like AirBnb or Blablacar, Internet users are more confident when the panel of opinions is diversified. And we know just how influential peer-to-peer advice can be. Before you buy, you ask around. And customer feedback or posted recommendations play a decisive role.

The role of bloggers

Bloggers are third-party actors, likely to recommend or criticize your product. And as a neutral party, their opinion will have an impact. If there are forums or blogs that act as references in your field, get in touch with them. Introduce yourself, tell them about your product and create a dedicated newsletter to keep them informed. Collaborating with them can bring you valuable visibility and establish your legitimacy.

The usefulness of backlinks

Backlinks are all the links pointing to your page. Multiply them, so as to become unavoidable. As these are sites that don't belong to you a priori, there's an element of prospecting and negotiation involved. Contact the sites you'd like to be linked to. See how they respond, and if need be, agree to set up a reciprocal link: they point to you, and you slip a link somewhere on your site to point back to them - in a footer or partner insert, for example. Everyone wins in terms of visibility and referencing on Google, and everyone benefits.