The creation of web editorial content has become an essential component of your customers' experience. Our Digital Mission Director Frédéric Toquin , here gives you the keys to setting up an effective content strategy : the sources and the different forms of content to create, the costs to consider in order to optimize your customer acquisition and loyalty process. Why is content essential in the discovery phase of the customer journey? Today and all accelerated by the 2020-2021 pandemic, the reflex of all B2C and B2B consumers is to search for information on the internet. This research most often takes place in a stage of consideration to obtain information or educate oneself on a subject before making a purchase (product, service, etc.). These searches can also be carried out on search engines.
Google being the most important in France with nearly 92% (source webrankinfo ) or on social media. This consumption habit took root because we had no choice and it continues for many users who seek anything and everything on the internet. I referred in my previous article to the digital surface. On the Internet, if you do not exist Phone Number List outside of your brand, which is very expensive to develop in spontaneous notoriety and therefore in advertising, you do not exist for these users who are constantly looking for information on the Internet. The content you create, whether it's product content or news content or expert content about your industry, is used to create this digital surface on the internet . With these contents, you develop your digital presence and therefore you can consider being referenced by search engines.
And if you are referenced by the engines or indexed. You have a better chance of being found by Internet users during this consideration stage. Content and natural referencing, what link? The content is good. But well-referenced content is better. It's actually better because appearing on the 3rd page of Google will give you almost no visitors, while being in the first 3 positions ensures you improve your flow of visitors to your website. It is therefore essential to organize and reference your content well. Several elements are necessary for this optimal referencing. To start, you should know that a content and natural referencing strategy often takes several months 2 to 6 months before giving the first results.
Editorial content at the service of the customer journey
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