What does it mean for us The content strategies I implement work on several aspects at the same time:
Understanding internet users.’ expectations in terms of information. In order to answer their questions. The tools help a lot with this choosing the right publication. Media and creating partnerships with the right influencers;
define an editorial line that will allow my. Clients to develop a vision, an identity. Values, a positioning that will allow them. To stand out from their competitors and widen the gap.
Initially, I was very focused What does it mean for us on the technical aspects
especially SEO and web analytics, all of which were of course linked to the quality of the published content. Little by little, I realized that brand identity, creativity, the psychological and emotional aspect also played a very important role in the user experience, the preference and attention that Internet users can give to a company. I am now also interested in these aspects, and in particular in how a company can inspire its Internet users and engage in conversation around the themes on which it is legitimate.
Today, Internet users expect companies to innovate
to speak out, to lead by example and the way forward in phone number list a sometimes anxiety-provoking environment. Those that understand these expectations and know how to meet them by establishing a strong identity can emerge more quickly on the media scene.
Convince digital management of the importance of implementing a real editorial strategy.
A large part of my work in
France in 2018 still involves convincing communications and marketing departments to dedicate time and budget to thinking ahead before publishing content. Too often, content is still published in a rush by everyone without any thought or prior semantic studies to understand what support for “impostorism” in the press and society interests Internet users and what will truly benefit the company. It’s often necessary to fight, explain, and educate, even with large companies.
Maturity on the subject of content strategy
And content marketing is still very uneven depending on the company, sector, and the profile of the managers. Recently, I heard the communications director of a clean email major French bank say “SEO? Too bad, we’ll do without it!” about the redesign of a new digital showcase supposed to generate leads (!). Or, they are still in a print vision and do not grasp the digital culture, even if this tends to change.