Content Marketing 101

A new trend called content marketing is an excellent way to generate demand by showing your talent.
Sophie Lamarche
1 April 2013
Omni-Channel Marketing Campaign
2 min 15
marketing de contenu

Here’s the opportunity you’ve been waiting for to show how much of an expert you are in your field. A new trend called content marketing is an excellent way to generate demand by showing your talent.

Content marketing consists of all the information produced and distributed by your company in an effort to boost loyalty and your brand image among prospects and existing customers. It can include blog posts, ebooks, brochures, case studies, guides, webinars and videos, among others.

But let’s be realistic. It takes a lot of time to create content. So before getting started, you need to ask yourself who you’re doing it for and why.

Goal no. 1: Acquiring new prospects

Be relevant

Content marketing can be used to establish new relationships. Make sure that the content you distribute is as relevant as possible for the recipient. Be careful not to make it overly promotional – that’s not the goal. Instead, try to be informative and a problem solver. Put yourself in the shoes of your target audience. By answering a question or meeting a specific need, you increase your credibility and become a reference. Make sure your content is well written, engaging and in line with your goal.

Gather information

Being relevant is one thing. But how do you collect information on the people who read what you publish? Make some content available through a simple registration form. Be careful, however: don’t do this for all content or make the reader fill out twenty-five different fields to get it! Once your readers see the benefits of subscribing to your publications, they won’t mind giving you some information to get more content. While you’re at it, why not take the opportunity to get their consent so you can send them your offers by email?

Goal no. 2: Lead nurturing

Be concise

If you’re trying to get a prospect to eventually buy your products or services, the information you produce becomes even more important. Your content must be aligned with the customer buying cycle. Be clear and concise. Don’t take twenty lines to explain what you can say in five. People are flooded with requests every day and have to choose which ones merit their attention. This is a good example of why your approach should have more of an advisory tone rather than a commercial one. Offer a little something extra that will be useful for your target’s work.

Don’t skip steps

The lead nurturing phase is when your relationship with your prospect can bear fruit. Don’t be too eager to sell. Understand the person’s need and meet it. Take the opportunity to explain the advantages of choosing your company.


Once you’re finished creating your content, don’t be shy to promote your work. Send an email, post to your blog, use social media or update your Web site. Make your content shareable in social media. This increases your points of contact, which consequently increases your audience, Web site traffic and sales. Make the most of your efforts by giving yourself every opportunity to be read.

Good luck!

Find out how your business can benefit from Dialog Insight.

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