{"id":27628,"date":"2018-09-26T11:38:24","date_gmt":"2018-09-26T09:38:24","guid":{"rendered":"https:\/\/comunicagenia.com\/blog\/marketing-de-contenu-comment-concevoir-des-strategies-pour-votre-entreprise\/"},"modified":"2018-09-26T11:38:24","modified_gmt":"2018-09-26T09:38:24","slug":"marketing-de-contenu-comment-concevoir-des-strategies-pour-votre-entreprise","status":"publish","type":"post","link":"https:\/\/comunicagenia.com\/fr\/blog\/marketing-de-contenu-comment-concevoir-des-strategies-pour-votre-entreprise\/","title":{"rendered":"Marketing de contenu : comment concevoir des strat\u00e9gies pour votre entreprise"},"content":{"rendered":"<p>Les nouvelles technologies ont rendu le profil client plus expert et plus exigeant. La publicit\u00e9 et le marketing traditionnels ne servent plus le client moderne, cela ne suffit plus, le consommateur a besoin de quelque chose de plus. Ainsi, afin de satisfaire les nouveaux consommateurs, toujours en recherche de contenus et d\u2019informations de qualit\u00e9, il existe une nouvelle strat\u00e9gie marketing : le marketing de contenu.<\/p>\n<h2>Qu&rsquo;est-ce que le marketing de contenu ?<\/h2>\n<p>Le marketing de contenu consiste \u00e0 fournir au consommateur un contenu utile, personnalis\u00e9 et de qualit\u00e9, qui a un impact positif sur la marque en termes de r\u00e9putation, d&rsquo;image de marque, de visibilit\u00e9 et de ventes, et qui est moins cher et plus rentable que la publicit\u00e9 traditionnelle. Cela permet \u00e9galement d\u2019attirer les clients et de les fid\u00e9liser.<\/p>\n<p>De plus, fournir un contenu de qualit\u00e9 est le d\u00e9but d&rsquo;un bon positionnement dans les moteurs de recherche, puisque Google valorise de mani\u00e8re tr\u00e8s positive les sites Web qui cr\u00e9ent un contenu de qualit\u00e9 et le mettent \u00e0 jour fr\u00e9quemment, p\u00e9nalisant ceux qui copient du contenu.<\/p>\n<p>Mais pour que le marketing de contenu r\u00e9ussisse, il est n\u00e9cessaire de concevoir une strat\u00e9gie pour votre entreprise, compos\u00e9e de plusieurs \u00e9tapes qu\u2019il faut suivre :<\/p>\n<p>Objectifs<\/p>\n<p>Le marketing de contenu peut se r\u00e9sumer en 4 objectifs : acquisition, conversion, vente et fid\u00e9lisation. Sur la base de ces objectifs g\u00e9n\u00e9raux, vous devez fixer des objectifs pr\u00e9cis avant de mettre en \u0153uvre votre strat\u00e9gie de marketing de contenu, tels que :<\/p>\n<ul>\n<li>G\u00e9n\u00e9rer 10% de trafic en plus sur mon site internet en un mois.<\/li>\n<\/ul>\n<ul>\n<li>Augmenter le nombre de followers sur mes r\u00e9seaux sociaux de 15% en deux mois.<\/li>\n<\/ul>\n<h2>**<\/h2>\n<p>**Public cible<\/p>\n<p>Avant de commencer \u00e0 cr\u00e9er du contenu pour vos abonn\u00e9s, vous devez conna\u00eetre leurs pr\u00e9f\u00e9rences et leurs besoins afin de g\u00e9n\u00e9rer un contenu qui leur apporte de la valeur.<\/p>\n<h2>Type de contenu<\/h2>\n<p>Outre la cr\u00e9ation de contenu sp\u00e9cifique pour chacun de vos r\u00e9seaux sociaux, quelques id\u00e9es pour vous lancer dans le marketing de contenu sont :<\/p>\n<p>-Blog<\/p>\n<ul>\n<li>Vid\u00e9os sur votre entreprise, avis et exp\u00e9riences clients, tutoriels&#8230;<\/li>\n<\/ul>\n<ul>\n<li>Blogs vid\u00e9o ou vlogs<\/li>\n<\/ul>\n<ul>\n<li>Photographies<\/li>\n<\/ul>\n<ul>\n<li>Infographie<\/li>\n<\/ul>\n<ul>\n<li>Podcasts<\/li>\n<\/ul>\n<ul>\n<li>Ebooks gratuits<\/li>\n<\/ul>\n<ul>\n<li>Bulletin<\/li>\n<\/ul>\n<ul>\n<li>Pr\u00e9sentations, telles que SlideShare<\/li>\n<\/ul>\n<h2>Cha\u00eenes<\/h2>\n<p>Vous devez \u00e9galement \u00e9tablir quels seront les canaux les plus appropri\u00e9s pour la diffusion du contenu g\u00e9n\u00e9r\u00e9, comme le partage du contenu de votre blog sur les r\u00e9seaux sociaux ou l&rsquo;utilisation de newsletters et de lecteurs RSS, offrant ainsi \u00e0 vos abonn\u00e9s diff\u00e9rentes mani\u00e8res de savoir que vous avez cr\u00e9\u00e9 un nouveau contenu.<\/p>\n<h2>Analyser, mesurer et \u00e9couter<\/h2>\n<p>Il est n\u00e9cessaire d&rsquo;analyser le succ\u00e8s de chacune de vos publications, en fonction de diff\u00e9rents indicateurs, comme le nombre de likes, le nombre de commentaires et de partages, le nombre de visites&#8230; De cette fa\u00e7on, vous pourrez savoir quel contenu a le plus de succ\u00e8s aupr\u00e8s de vos followers et adapter leurs besoins \u00e0 votre strat\u00e9gie de marketing de contenu.<\/p>\n<p>De plus, il est important d&rsquo;\u00e9couter vos abonn\u00e9s, car ils laisseront souvent des commentaires sur vos publications, sur la base desquels vous devez faire deux choses :<\/p>\n<ul>\n<li>R\u00e9pondre aux commentaires pour g\u00e9n\u00e9rer proximit\u00e9 et confiance.<\/li>\n<\/ul>\n<ul>\n<li>Apprenez de ces commentaires pour am\u00e9liorer la qualit\u00e9 de votre contenu.<\/li>\n<\/ul>\n<p>En r\u00e9sum\u00e9, comme Kessler l&rsquo;a d\u00e9fini en une seule phrase\u00a0:<strong> \u00ab le marketing traditionnel parle aux gens, le marketing de contenu leur parle \u00bb<\/strong>.<\/p>\n<h4>Vous avez aim\u00e9 cet article ? Notez-le\u00a0!<\/h4>\n<p>5 \u00e9toiles4 \u00e9toiles3 \u00e9toiles2 \u00e9toiles1 \u00e9toile (<strong>3<\/strong> votes, moyenne\u00a0:<strong> 5,00<\/strong> sur 5)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les nouvelles technologies ont rendu le profil client plus expert et plus exigeant. La publicit\u00e9 et le marketing traditionnels ne servent plus le client moderne, cela ne suffit plus, le consommateur a besoin de quelque chose de plus. Ainsi, afin de satisfaire les nouveaux consommateurs, toujours en recherche de contenus et d\u2019informations de qualit\u00e9, il [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":5277,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","_thinkrank_schema_form_data":"","_thinkrank_selected_schema_type":"","_thinkrank_additional_schemas":"","_thinkrank_canonical_url":"","_thinkrank_og_title":"","_thinkrank_og_description":"","_thinkrank_og_image":"","_thinkrank_twitter_title":"","_thinkrank_twitter_description":"","_thinkrank_twitter_image":"","_thinkrank_imported_from":"","_thinkrank_focus_keywords":[],"_thinkrank_focus_keyword":"","_thinkrank_robots_meta_enabled":0,"_thinkrank_robots_meta":"","_thinkrank_advanced_robots_meta":"","_thinkrank_exclude_from_search":0,"_thinkrank_exclude_from_archives":0,"_thinkrank_primary_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[69],"tags":[779,786],"class_list":["post-27628","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-fr","tag-affaire","tag-marque"],"uagb_featured_image_src":{"full":["https:\/\/comunicagenia.com\/wp-content\/uploads\/2018\/09\/256109-P4HE6T-121.jpg",768,768,false],"thumbnail":["https:\/\/comunicagenia.com\/wp-content\/uploads\/2018\/09\/256109-P4HE6T-121-150x150.jpg",150,150,true],"medium":["https:\/\/comunicagenia.com\/wp-content\/uploads\/2018\/09\/256109-P4HE6T-121-300x300.jpg",300,300,true],"medium_large":["https:\/\/comunicagenia.com\/wp-content\/uploads\/2018\/09\/256109-P4HE6T-121-768x768.jpg",768,768,true],"large":["https:\/\/comunicagenia.com\/wp-content\/uploads\/2018\/09\/256109-P4HE6T-121-1024x1024.jpg",1024,1024,true],"1536x1536":["https:\/\/comunicagenia.com\/wp-content\/uploads\/2018\/09\/256109-P4HE6T-121.jpg",768,768,false],"2048x2048":["https:\/\/comunicagenia.com\/wp-content\/uploads\/2018\/09\/256109-P4HE6T-121.jpg",768,768,false]},"uagb_author_info":{"display_name":"comunicagenia","author_link":"https:\/\/comunicagenia.com\/fr\/blog\/author\/comunicagenia\/"},"uagb_comment_info":0,"uagb_excerpt":"Les nouvelles technologies ont rendu le profil client plus expert et plus exigeant. La publicit\u00e9 et le marketing traditionnels ne servent plus le client moderne, cela ne suffit plus, le consommateur a besoin de quelque chose de plus. Ainsi, afin de satisfaire les nouveaux consommateurs, toujours en recherche de contenus et d\u2019informations de qualit\u00e9, il\u2026","_links":{"self":[{"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/posts\/27628","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/comments?post=27628"}],"version-history":[{"count":0,"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/posts\/27628\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/media\/5277"}],"wp:attachment":[{"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/media?parent=27628"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/categories?post=27628"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/tags?post=27628"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}