Web Marketing

Everything you need to know about content marketing

15 August 2023 Eugénie Delhaye
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Content marketing is an effective way to maximize your brand’s online visibility. Sharing relevant content will help you drive traffic to your website while showcasing your skills and expertise.

But what exactly is content marketing? In this article, our web marketing agency present their content marketing guide to help you understand and effectively implement this strategy.

Your content marketing strategy

According to The Content Marketing Institute, content marketing is defined as a strategy that involves creating and sharing relevant content to reach and engage a defined audience with the goal of converting them into customers.

In other words, content marketing is a long-term strategy aimed at creating a relationship between your brand and your audience by offering quality content on a regular basis.

Content has become king on social networks and search engines, which is why implementing a content marketing strategy is essential for any company that wants to develop its online visibility.

According to The Content Marketing Institute, your strategy should describe the key needs of your business and your customers and how your content will meet those needs.

Quite simply, this means that you need to understand your prospects and your audience in order to develop an effective content marketing strategy. Once you’ve analyzed what can be of real value to them, you can then create content that meets their needs and grows your business with the goal of sharing it.

The different formats of a content marketing strategy

There are a variety of content marketing formats that you can implement, here are a few of them:

  • Infographics,
  • Frequently asked questions,
  • Online lectures,
  • Interviews,
  • “Did you know?”,
  • Videos,
  • Quotes,
  • Blog posts,
  • Or podcasts.

As you can see, content marketing is not limited to a single format, which allows you to offer many different types of content to your audience so that you don’t bore them!

You can create this content using free graphic editing tools such as Canva or VistaCreate or use paid tools such as Photoshop for photo editing and Premiere Pro for video editing.


Channels to broadcast your content

You can publish the content you have created on your website and blog, as well as on social networks. Publishing your content on social media will help you reach a new audience and amplify the reach of your brand.

Next, it is important to define what type of content you want to create, where and when to publish it.

Some content may be perfectly suited to a social network but may not be relevant to another channel’s audience. For example, you will certainly not publish the same type of content on your Instagram profile as you would on LinkedIn, where the tone is more formal.

We also recommend that you assign a format type to a content type. For example, at My Little Big Web, our community managers always publish “Did you know?” content in the form of illustrations such as these:


While the infographics look like this:


Naturally, it is important to innovate if you want to remain engaging to your audience. However, you need to define your brand identity so that people can easily recognize your content.

Content marketing and online advertising

Content marketing is an inbound marketing strategy, that is, it will encourage potential customers to take the lead.

Nevertheless, as with many marketing strategies, the line is blurred between inbound and outbound marketing.


For example, the above post is based on inbound marketing, but ultimately becomes outbound marketing, since it is the web agency that will get the attention of Internet users.

Why introduce paid advertising to your content strategy to drive traffic to your website?

It’s simple, if you are a new or growing business, highlighting your content through paid advertising will allow you to reach a wider and more precise audience since you can refine your targeting based on the profile of Internet users.

To this end, you can advertise on social networks with Facebook Ads or on search engines using advertising platforms such as Google Ads.

Any content marketing strategy requires organization

Now that we’ve introduced you to the concept of content marketing and the different ways to disseminate content, it’s time to talk about the organization required for this communication strategy.

Any effective content marketing strategy goes beyond creation and also covers the organization of the content. This can be done with the help of an editorial calendar in which you specify the content you want to publish, the date of publication and the channels it will be shared on. We recommend publishing regularly on social networks and your blog to build loyalty with your audience.

In addition, this calendar will also help you find the right balance between the different types of publications you distribute as well as the topics you cover in the content so that you can mix them up and surprise your audience.

Finally, when discussing organization, we also mean tracking your content marketing strategy. Analyzing the engagement rate as well as the reach of your publications will help you know if your strategy is right for your audience and if you are really publishing at the best time and in the right place. This will help you figure out what type of content and themes you need to focus your efforts on.

Once you understand how users react to your content, you can perform tests, especially A/B tests. This strategy relies on the comparison of two identical pieces of content except for one factor, such as the Call To Action, the title, or the image.


In this article, our SEO experts introduced you to the concept of content marketing and the work that this strategy requires to be effective for your brand and relevant to your audience.

However, there is no denying that a good content marketing strategy requires creativity and knowledge of community management. If you want help from professionals in the industry for this project, we welcome you to contact us!

Eugénie Delhaye
Cofondatrice et Spécialiste Marketing Internet et Référencement Naturel (SEO) Ma maîtrise des techniques de référencement, combinée à une analyse minutieuse des tendances du marché, me permet de créer des stratégies SEO sur mesure, efficaces et durables.
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