New trends in content marketing

This is nothing new: the world of marketing is changing day by day. New tools, new technologies are emerging one after the other, as well as new theories, setting the bar higher than ever in terms of expectations and challenges. One thing is certain: content marketing (or content marketing, in French), is here to stay. It continues to gain ground as approaches and experiences mature.

If we are interested in the future of content marketing over the next 12 months, here are certainly the trends to watch.

Content marketing is no longer a project to be carried out “in parallel”

Content marketing, as it is known today, is still a relatively new practice. A few years ago, marketers treated content marketing as a separate tool, a task brought in alongside a main project. Today, with more hindsight on the results emanating from content marketing strategies, the latter is becoming essential in any form of digital strategy.

Indeed, content marketing opens the way to a two-way dialogue between a company and its target audience. As such, content marketing has taken over from other forms of communication, presenting itself as a tool for gaining the trust of prospects and customers, building a brand, generating traffic on a site, leads qualified and additional customers. Brands that have understood the importance of content are about to reap the rewards of their labor… And you?

A strategic approach is essential

Content marketing is no longer the catch-all solution it was a few years ago. The power of content, at the service of companies, produces concrete results, even if it does not meet all the objectives set. Content marketing, to be successful, requires a well-thought-out strategy to produce maximum returns.

You should know that there is no single content strategy adaptable to a set of companies. Each site, each brand, each area of ​​activity corresponds to a personalized content strategy, meeting results objectives. Given the proven results generated by content marketing, the current trend is to use this form of marketing to increase the number of sales. In this area, content plays an essential role in attracting new customers and converting prospects.

A well-researched strategy begins with an assessment to identify the primary goal to be achieved is to design an effective content strategy. Tremplin Numérique supports you in the development of your content strategy. Whether you already have a site or are in the process of creating a website, contact us today to discuss your project.

Measurable results

Serving marketing professionals to sell products and services, such as HR to attract top talent, content marketing opens the door to limitless possibilities.

Results are measured against how well companies enable their customers to get the most out of their products and services. At a time when personalization is essential to stand out from the competition, content marketing is not just a sales tool, but an approach to delighting customers and developing stronger relationships with them. Content demonstrates to buyers how products are best used and the benefits of using a particular service.

Content is focused on customer success, through case studies for example, allowing companies to devote more and more resources to growing their brand.

The sales funnel is about to change shape

The sales funnel, as marketers know it, is about guiding visitors down a path to purchase. Once the journey is over, many customers are left behind, feeling frustrated and ignored.

Content marketing is poised to change that mindset, turning the sales funnel into a continuous cycle that engages customers, before, during, and after purchase in ways that build loyalty and engage them to make. positive recommendations to their friends and colleagues. The company is no longer seen as a simple supplier, but a real partner. Content marketing allows you to create a lasting relationship of trust with customers.

How content is distributed remains a success factor

The best content is useless if it is not seen by anyone. As the volume of information online and offline continues to grow, content distribution remains an essential part of any quality content marketing strategy.
Posting regularly on social media and staying up to date with the latest trends is one thing, but brands need to do more research to uncover distribution channels unique to their audience. It's about companies getting creative to get their content into the hands of the right people at the right time.