Why do content marketing?
Posted: Wed Jan 08, 2025 4:09 am
When it comes to getting started in Content Marketing, the question that all marketers ask themselves is: “what content should I start with?” SEO blog articles, customer cases, webinars, newsletters… There are many attractive formats. But which ones are the most relevant? Here is our selection of the 13 most interesting contents for B2B brands: The blog post The white paper The webinar The video The infographic Kits or models Customer cases The podcast The comparisons Website thematic pages Studies or surveys The quizzes Tools (simulators, calculators, etc.) To discover them in detail, click here: here is our guide to the 13 essential types of content for your Content Marketing ! And because it matters to us, here are our top 5 and our recommendations: The blog post To all the marketers reading this: we recommend that you create a blog.
It is an ideal channel to attract visitors to your website, demonstrate your expertise, answer your prospects' questions... and strengthen your natural referencing (SEO). Indeed, each blog post is an opportunity to gain visibility on search engine results , such as Google. Blog posts are content that is valued on SERPs, as long as they are correctly denmark telegram database optimized (thanks to a semantic cocoon, intelligently positioned keywords, internal meshing, etc.). This SEO work is a goldmine of opportunities… Because SEO is the most important and sustainable channel in B2B! So, start thinking about your blog post ideas now. The white paper The white paper (also called ebook) is a premium content of several pages, which responds to a specific problem. It is a great classic to convert visitors of a website into leads… Thanks to a simple download! Indeed, unlike blog articles that are freely accessible online, white papers have a particularity: they are available for download, in exchange for an email address.
To collect this valuable data, the idea is to create a landing page . The goal of this page is to maximize conversion. waterline landing page To capture the target's attention on this landing page, and thanks to the white paper, here are some tips: Know your persona and your position in the marketing funnel. Use a catchy title, for both the ebook and the landing page. To find inspiration, you can present a benefit (“earn more…”), a loss of income (“stop losing…”) or ask a question “need to…?”). Include consistent visuals : avoid royalty-free images, and instead include photos of real humans, which help trigger emotions and encourage conversion. Write for your audience and not for your service : the white paper and the landing page are not there to promote your features… but rather to let the benefits of your solution infuse.
With an optimized landing page, you will be able to collect interesting contacts. And with a relevant white paper, these satisfied contacts will be able to move forward in the conversion journey more efficiently! Case studies and testimonials Social proof is a powerful lever to generate trust among Internet users who are more advanced in their purchasing decisions. Do you have initial customers who are satisfied with your product or service? Highlight them in dedicated content: the customer case. It’s a fact: audiences trust the experience of their peers more than the grand speeches of brands. So, highlight the successes, the results, the strategies deployed to help your customers perform. By discovering concrete examples, prospects will be more inclined to consider your solution for their own needs.
It is an ideal channel to attract visitors to your website, demonstrate your expertise, answer your prospects' questions... and strengthen your natural referencing (SEO). Indeed, each blog post is an opportunity to gain visibility on search engine results , such as Google. Blog posts are content that is valued on SERPs, as long as they are correctly denmark telegram database optimized (thanks to a semantic cocoon, intelligently positioned keywords, internal meshing, etc.). This SEO work is a goldmine of opportunities… Because SEO is the most important and sustainable channel in B2B! So, start thinking about your blog post ideas now. The white paper The white paper (also called ebook) is a premium content of several pages, which responds to a specific problem. It is a great classic to convert visitors of a website into leads… Thanks to a simple download! Indeed, unlike blog articles that are freely accessible online, white papers have a particularity: they are available for download, in exchange for an email address.
To collect this valuable data, the idea is to create a landing page . The goal of this page is to maximize conversion. waterline landing page To capture the target's attention on this landing page, and thanks to the white paper, here are some tips: Know your persona and your position in the marketing funnel. Use a catchy title, for both the ebook and the landing page. To find inspiration, you can present a benefit (“earn more…”), a loss of income (“stop losing…”) or ask a question “need to…?”). Include consistent visuals : avoid royalty-free images, and instead include photos of real humans, which help trigger emotions and encourage conversion. Write for your audience and not for your service : the white paper and the landing page are not there to promote your features… but rather to let the benefits of your solution infuse.
With an optimized landing page, you will be able to collect interesting contacts. And with a relevant white paper, these satisfied contacts will be able to move forward in the conversion journey more efficiently! Case studies and testimonials Social proof is a powerful lever to generate trust among Internet users who are more advanced in their purchasing decisions. Do you have initial customers who are satisfied with your product or service? Highlight them in dedicated content: the customer case. It’s a fact: audiences trust the experience of their peers more than the grand speeches of brands. So, highlight the successes, the results, the strategies deployed to help your customers perform. By discovering concrete examples, prospects will be more inclined to consider your solution for their own needs.