L'Oreal will implement content marketing over the next year aimed at improving conversion and appeal to consumers in the U.S.

Global cosmetics company L’Oreal is implementing a multi-faceted content marketing campaign to target consumers in the U.S., Advertising Age said in a report on Thursday. As part of a plan to increase its consumer base by 1 billion in the next 10 years, L’Oreal believes a content marketing strategy that focuses heavily on original articles and SEO will help boost its web visibility and conversions.

According to Advertising Age, L’Oreal is allocating a separate budget for its content and web marketing strategies – leaving its traditional marketing dollars largely unaffected.

L’Oreal will also implement a video marketing campaign, which will be both informative and instructional.

Businesses have seen the difference between quality editorial staff and the alternative. Brafton reported that more than 70 percent of companies plan to hire dedicated editorial and creative professionals to produce quality social and editorial content aimed at boosting conversion.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.