Engage your online community by creating relevant digital content

According to the Content Marketing Institute, content marketing generates three times as many leads as paid advertising on search engines. There's no longer any question of whether content marketing is effective or not - enough marketers have already used it to prove its positive effects.

On the other hand, creating content that attracts as many leads as possible from a sea of competitors is not something that everyone can boast about. Don't panic, we've got you covered with our tips for becoming the undisputed master of digital content! 🤩

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What is digital content?

Definition

Digital content, or digital marketing, refers to the practice of creating value-added content for visitors, prospects or customers. The No. 1 goal is to attract qualified contacts likely to respond favourably to your content, with a final promise to buy tailored to their problem.

This is also known as inbound marketing, a methodology that involves getting customers to come to you, rather than going to them yourself. With quality content, you're likely to build a loyal community that will look forward to your next content!

There are different types of digital content to suit all your needs:

• articles
• podcasts
• photo
• white paper
• e-book
• and much more.

The digital entrepreneur

Digital entrepreneurs use digital tools and implement a marketing strategy to target their persona. Contrary to popular belief, you don't need to be Proust to write quality digital content. 🤓❌

Rely on your empathy and originality to touch your readers, show them why they need you at that precise moment by providing the solution to their problems.

What are the benefits?

One of the main advantages that differs from traditional physical marketing is that you can track the evolution of digital content in real time so you can fine-tune your strategy.

🚀 An increase in your traffic. With the right tone and content that appeals to your audience, you're almost certain to drive more traffic to your website. Get yourself a data indicator to track the number of clicks, the data of users browsing your web page and that of your competition in real time.

📉 Lower financial costs. Creating digital content doesn't require a huge budget, just a good dose of creativity and the ability to grab your audience's attention . Unlike traditional marketing, sending out leaflets or posters requires a certain amount of money for printing, whereas social networks or the web are completely free and just waiting for you!

💸 Lead generation. By keeping track of your performance, you'll be able to see how many leads you've obtained and judge the effectiveness of your content. By addressing practical and useful content, your readers are more likely to want to buy your products in addition to remaining loyal to your company and giving you good publicity on social networks or elsewhere.

The steps to seduce your readers!

Step 1: Define your personas

Identifying your target audience is the most important step in the process. Addressing every possible person to sell X number of products no longer works. Refine your targets, narrowing them down as much as possible, by addressing a group of unique consumers who are looking for exactly what you offer and who are most likely to consume your products.

Fill in all the information about your personas, such as :

• gender
• age
• their issues,
• their consumption habits
• their hobbies.

These are all elements that will enable you to implement your marketing strategy and adapt your digital content accordingly.

Step 2: an example of a suitable format

Once you've identified your personas, choosing the format for your content will be that much easier. Ask yourself just one question: what type of content will your persona enjoy reading? 🤷‍♀️

Here are a few examples:

• Articles. The essential, easy-to-create content that benefits from good Google referencing (so you can reach more readers);
• White papers. The content will not be referenced, but will be available to download so that your readers can fill in their contact details (email address), which will convert your traffic into leads.
• Podcasts. The audio format is all the rage and is aimed in particular at busy personas who don't necessarily have the time to read a full article.
• Social networks. All companies now post content on LinkedIn, Twitter, Instagram and many others. This is the best way to attract users' curiosity quickly, boost your visibility, acquire new prospects, convert customers and carry out competitive intelligence!

Step 3: Write clearly and dynamically

Make sure you write content that is easy to understand, covering enough points to give your readers an answer to their problem, without going on for hours about the subject. The editorial line should be chosen beforehand on the basis of your persona in order to reach them directly.

In general, 20-30% of your content is not read, so it's best to play the dynamic card and get straight to the point so as not to bore your reader. The title is therefore the most important element to work on so that the reader clicks on your content.

Don't forget to proofread and correct your spelling mistakes, which can stain and discredit you.

💡 Note: add a comment space to engage your readership.

Step 4: use visuals

Even if the quality of the content is essential, adding a touch of colour shouldn't be overlooked. In marketing, it's a proven fact that the more eye-catching the visuals, the more interest you generate. Sight is the sense most in demand, because it is the one most stimulated by our environment. It's up to you to be creative and add enough eye-catching elements to your content, such as diagrams, graphs, drawings, GIFs - in short, you're spoilt for choice!

In the same way that you consume, your users are attracted by aesthetically pleasing content, so don't miss the opportunity to brighten up their day! Obviously, don't overuse images that have nothing to do with your content. An image that illustrates what you're saying is a plus for the reader's understanding.

🛠️ To manage your visuals effectively, we recommend using Digital Asset Management software. Ephoto Dam, for example, allows you to centralise, share and work collaboratively on your media, then publish them easily across all your marketing and communication channels. The various plugins (Adobe suite, Microsoft Office 365, WordPress or Drupal CMS, etc.) save your teams precious time by integrating the tool into your information system.

Step 5: Natural referencing

For even greater visibility on search engines, you can adopt SEO methods!

Search Engine Optimisation (SEO) is the set of methods and techniques that aim to position your website's web pages in the top results of search engines such as Google, Bing, Yahoo, etc.

With 1.84 billion websites on the Internet in 2021, your one and only chance of standing out from all the competition is to pay close attention to your SEO content. Even if your site is extremely well crafted with aesthetically pleasing, accurate and high-quality content, you'll remain at the bottom of the pile if you don't adopt this method.

There are a number of tools available, including one of the most widely used , Google Search Console, to :

• determine the right keywords to include in your web article
• track traffic based on a specific query,
• indicate the level of competition, etc.

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Creating digital content is now essential if you want to generate traffic to your website and attract future customers. Keep up to date with the latest trends to adapt your content to the new generation! 🔥

And you, what's your little secret for seducing your audience?