Matelas Bonheur is one of Quebec’s leading mattress sales companies, with 15 stores in the greater Montreal area. For the past 18 months, Matelas Bonheur has been regularly publishing informative articles on its company blog.<\/a><\/p>\n In this article, we look at the different reasons why this Montreal business invests in content marketing via its blog.<\/p>\n <\/p>\n This may seem like a given, but the blog articles<\/p>\n<\/div> [what is a blog<\/a>] attract visitors to the Matelas Bonheur website, and this is traffic which the website wouldn’t have otherwise had. Each article is indexed in search engines and becomes a new gateway which generates visits each month. Each article published is therefore a long-term investment which may continue to generate profit for years.<\/p>\n The articles respond to questions such as \u201cwhy buy a box spring\u201d or \u201chow to choose the right pillow,\u201d which would be difficult to cover aside from in blog format. They target \u201clong tail\u201d keywords which have little competition. The traffic for each keyword is relatively low, but the cumulative effect starts to be very interesting with around fifty articles published to date(imagine after one year, two years, three years, etc.).<\/p>\n We noted a significant increase in the traffic generated by the blog articles around the twelfth month of regular publication. With consistency, quality and a bit of time, Google has started to reward Matelas Bonheur and is starting to consider the company an authority in its market.<\/p>\n Many companies are active on social networks (notably on Facebook). Unfortunately, some forget an important aspect: social networks should have the purpose of sending people to the company’s website. Most of the time, the transaction will not happen on Facebook or on another social network. It’s on the website that people find offers and calls-to-action.<\/p>\n By sharing its blog articles on its Facebook page, Matelas Bonheur gives its fans an excellent reason to click on its link, therefore ending up on the company’s website (where customers can view current deals among other things). Because its content is original, relevant and engaging, this strategy helps Matelas Bonheur reach its business objectives [how to use social networks if you’re in business<\/a> \u2013 In French].<\/p>\n You have probably noticed this in your business and most definitely do it yourself as a consumer. Today, people inform themselves before going to a store or meeting a representative. With the internet, the consumer is more informed than ever. If your customers are going to inform themselves anyway, you would do well to be the source of that information. That is Matelas Bonheur’s bet when giving out a lot of free information on its blog. An educated client is more likely to understand the advantage of doing business with Matelas Bonheur rather than its competitors. Educated consumers are also more likely to understand the benefits of a better mattress, and will be less likely to base their decision only on price.<\/p>\n Matelas Bonheur is in a rather unique situation. The company is trying to create a relationship between its brand and loyalty, and must remain \u201ctop-of-mind.\u201d However, people don’t normally buy mattresses every week, every month, or even every year. Therefore, the company invests heavily in branding in more traditional media.<\/p>\n In addition, the blog also serves to reinforce that positive brand image among its potential customers. This goes back to the previous point: by being a source of useful and relevant information, Matelas Bonheur positions itself as an expert in its field. In people’s minds, the company becomes both \u201ca likeable expert\u201d.<\/p>\n According to B2B Inbound<\/a>, 70% of consumers and decision-makers prefer learning about a company by means of articles rather than advertising and 60% of consumers and decision-makers develop positive and favourable feelings towards a company after having read the personalized content on its website.<\/p>\n Today, people are thirsty for information and the source of that information will be perceived in a positive light. This Adweek.com article<\/a> gives, among others, two important pieces of advice to efficiently join the \u201cmillennials\u201d generation:<\/p>\n \u201cHelp them succeed with how-tos, lifehacks and any content experience that makes them feel smarter.<\/p>\n Help them discover things and see topics in a new light, which taps into millennials\u2019 desire for discovery.\u201d<\/span>
\n<\/span><\/p>\nTo Bring More Traffic to Its Website<\/h3>\n
To Use Social Networks Effectively<\/h3>\n
To Educate Its Customers<\/h3>\n
For the Brand Image<\/h3>\n
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