Content creates a connection

Isabelle Champigneulle, Head of Conversation Générale at BETC Fullsix

by India Fizer , AdForum

BETC Fullsix
Pantin, France
See Profile

Isabelle Champigneulle
Head of Conversation Générale BETC Fullsix

BETC Fullsix's Isabelle Champigneulle, Head of Conversation Générale, explains how to stand out when creating content.


Content is the bridge between you and your audience. How do you anticipate and then integrate the right topics for your audience while maintaining a consistent brand voice?

Content is the link between brands, audiences and also platforms. An efficient content strategy is one that manages to blend interests and behaviors of audiences, along with the codes and language of the platforms with the storytelling of the brand (what the brand wants to express and how it supports/ promotes its image and business). The right topic for a brand is also one that interests the target and is pushed onto the right platform!

Once the platform ecosystem is set up, the editorial line comes in.

The editorial line of a brand is built by mixing user research and discussions with people along with brand topics. It should be the same on all touchpoints because it defines how the brand connects with its audiences through editorial pillars, thematics, but also establishing the relevant tone of voice. Then, the editorial line is translated in a different way depending on the targets but also depending on the role that the brand gives to each platform.


What role does branding play in content marketing?

Content marketing is the tool that enables brands to get noticed and raise their awareness about its products and services by connecting to its future clients in a relevant way. Branding can become an essential element to boost the awareness level of a brand. In these times when attention spans are getting shorter while the number of published content is exploding, it is key to come up with a differentiated branding (tone of voice, iconography, artistic direction…) in order to be more visible and hook the people that we want to reach faster.


Without giving away your secrets, what are some things that are integral to your internal checklist when creating content?

I don’t think that it is a well-kept secret but it is a reflex that we need to maintain. The first question I always ask before creating content is who the audience is. Whether you are working on a content strategy aimed at Gen Z or an annual report for a board of managers or even an e-learning program for internal employees, the first step is always the same: ask yourself who are the people that you are trying to reach, what are their expectations, blockers and triggers. When this question has been answered, already half of the journey has been made!


How do you strategize for the way audiences will want to interact with content in virtual realities, Web 3.0, and the metaverse? To what extent do you involve influencers and consumers in creating the brand narrative? 

Web 3.0 and the metaverse can be ways to reach audiences that you are targeting. The adoption of these tools is growing because they answer our needs of evasion, immersion, but also of sharing online experiences. These tools are not actual answers but they are additional channels for brands to connect in a relevant way with their targets. 

I don’t think that UGC and influencers create a brand narrative. I believe that they help distribute the brand ethos and reinterpret it through a more lifestyle lens. Using UGC and influencers is what helps brands come to life and create envy from others to experience it themselves.