Comment développer un contenu marketing efficace - Bofu Agence Marketing Web

How to develop effective content marketing

Are you new to content marketing or would you like to review your strategy to ensure that it is always innovative and engaging for your prospects and customers? Let’s dig into the secrets of content marketing together.

Did you say content marketing?

Content marketing is all about grabbing your audience's attention and achieving your business goals using text, visual or audio content. A successful content strategy will engage your target audience at every stage of the sales funnel and keep them engaged even after a purchase. If your content is good, you should see an increase in traffic, an increase in conversions, and an increase in activity on your website .

In other words, content marketing is the process of constantly publishing relevant content for your customers and prospects, on your digital platforms, with the aim of generating business results such as sales.

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What is “effective” content?

Effective content:

1. Answer customer questions

When someone creates content for a website , they must write texts with the target audience in mind: who they are, what their needs are, how to get their attention, etc. She must also know what the competition is offering in order to stand out from the competition.

2. Is original and quality

Also, the articles created must be original, authoritative and provide unique content that will help customers. These types of publications are generally highly ranked by search engines since the latter, like Google, reward websites that provide high quality content, giving them a better ranking.

3. Is search engine friendly

Content should be created in a way that helps search engines rank it among the top results.

Although some marketers think that means it should be keyword stuffed, your content just needs to be written so that it's easy for search engines to understand so they can connect your content to the topic. that you are trying to cover.

What types of content are preferred?

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An infographic is a visual representation that typically combines text and graphic elements in creative ways. The content presented must be clear, but also quick and easy to read and understand.

When to use it:

You can use infographics to market your company's services and products or to achieve various goals such as:

  • Break down a complex concept;
  • Summary of information;
  • Visually present figures and data.

Things to keep in mind about infographics:

If your content is poorly presented, there is little chance that your visitors will feel engaged by it. Using infographics instead can help you get your message across without putting your audience to sleep.

Infographics aren’t just pretty pictures. They can also help explain complex information by breaking it down into visual elements. Moreover, people like to share this kind of visual content on their social networks, increasing your visibility and virality at the same time.


Video content is any content format that features or includes video. Video content can take many forms including vlogs, animated GIFs, live videos, recorded presentations and webinars.

When to use it:

Video content is a useful tool when it comes to helping potential buyers learn more about a product or brand or to diversify your communications. Videos allow you to establish authority and a more personal feel to your message. You'll be much more likely to connect emotionally with your audience if you use video rather than another type of content.

You have many options when it comes to how to use video content. In other words, it's easy to find a method that fits your company's marketing goals.

Things to keep in mind about videos:

When done right, video can be a powerful way for a brand to spread its message in a way that's easily accessible to a wide audience.

Plus, creating video content has never been easier thanks to the technologies at our disposal and the many delivery platforms that make it convenient for your audience to consume content. If you don't already have video as part of your content strategy, you should consider experimenting with it.


Letters and numbers, words and expressions, sentences and paragraphs. This is how most content is transmitted on the internet. Text content helps inform, describe and explain concepts in depth to your customers. In fact, texts are the very basis of web communication.

When to use it:

If you want to describe or inform your audience about your products or services , writing copy can be essential. Good copy can help you build a more personal and authentic brand image , allowing your audience to see how important they are to your business.

Things to keep in mind about writing:

Capturing readers' interests with good website content can be very difficult. Most visitors will only spend a few seconds on a web page before taking action — converting or leaving the site, for example. Good text writing is one of the solutions to thwarting these statistics. Well-written, web-optimized content rises to the top of search results and grabs readers' attention.

There are several rules of writing, but the first and probably most important is to know your audience. Too often people write texts without thinking about who they are addressing. This will not only help you grab your readers' attention, but keep it because they will feel engaged by your content.

On the web, it is also important to write texts with search engine optimization in mind. Your texts can be extremely well written and informative, but if they are not optimized for search engines, few people will find them. Think again about your audience by asking yourself, among other things, what search terms they might type into Google to find your business and include them in your titles or subtitles.

Ready to create content?

Creating a long-term, engaging, and rewarding content strategy is no easy task, but if done right, it will definitely pay off. When creating content, keep in mind that you are a storyteller who shares your company's story using different approaches — infographics, video, writing — in order to be heard by your audience. It takes time, organization, and creativity to develop a successful content marketing strategy.

From building the foundations of your content marketing plan to adding tools to better manage it, implementing your strategy won't be a problem if you follow our advice.

Discover our digital marketing strategy process and its components



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To increase marketing effectiveness, Bofu should conduct a comprehensive audit of its SEO, SEM, and SMM strategies, focusing on competitive analysis and setting clear objectives.

An SEO content strategy and targeted SEM campaigns are crucial, as is tailoring social media efforts according to audience preferences. With rigorous monitoring and constant adjustments, Bofu can improve its online presence and ROI.