{"id":11572,"date":"2013-12-09T09:00:00","date_gmt":"2013-12-09T08:00:00","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=11572"},"modified":"2024-01-18T20:50:34","modified_gmt":"2024-01-18T19:50:34","slug":"blogs-professionnels","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2013\/12\/09\/blogs-professionnels\/","title":{"rendered":"Les blogs d&rsquo;entreprise sont morts, vive le \u00ab\u00a0brand content\u00a0\u00bb"},"content":{"rendered":"<p><em>Parlons des blogs professionnels. Je ne suis pas s\u00fbr que <span class=\"removed_link\" title=\"http:\/\/https:\/\/www.google.com\">Google<\/span> maintiendra en vie <a href=\"http:\/\/www.forbes.com\/sites\/kashmirhill\/2013\/07\/30\/google-alerts-are-broken\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google alertes<\/a> pendant encore longtemps. L&rsquo;outil est un peu cass\u00e9 pour reprendre les mots de <a class=\"zem_slink\" title=\"Forbes\" href=\"http:\/\/www.forbes.com\" target=\"_blank\" rel=\"homepage noopener noreferrer\">Forbes<\/a>. Il y a par contre une autre <a href=\"https:\/\/visionarymarketing.com\/2019\/05\/innovation-4\/\">innovation<\/a> de l&rsquo;ancien temps qui marche encore je veux parler de <a href=\"http:\/\/www.google.com\/trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google Web trends<\/a>. Je trouve cet outil tr\u00e8s int\u00e9ressant pour voir comment les choses \u00e9voluent au travers de l&rsquo;utilisation, ou de l&rsquo;abandon, de certains mots-cl\u00e9s dans le moteur de recherche du g\u00e9ant de l&rsquo;<a class=\"zem_slink\" title=\"Internet\" href=\"https:\/\/en.wikipedia.org\/wiki\/Internet\" target=\"_blank\" rel=\"noopener wikipedia noreferrer\">Internet<\/a>. R\u00e9cemment, je suis retourn\u00e9 sur Google de fa\u00e7on \u00e0 voir ce qui se passait dans le domaine des blogs professionnels.<\/em><\/p>\n<h2>Les blogs d&rsquo;entreprise sont morts, vive le \u00ab\u00a0brand content\u00a0\u00bb<\/h2>\n<figure id=\"attachment_76188\" aria-describedby=\"caption-attachment-76188\" style=\"width: 519px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-76188 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/12\/enterprise-blogging-e1684353226612.jpg\" alt=\"blogs-professionnels\" width=\"519\" height=\"340\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/12\/enterprise-blogging-e1684353226612.jpg 519w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/12\/enterprise-blogging-e1684353226612-458x300.jpg 458w\" sizes=\"(max-width: 519px) 100vw, 519px\" \/><figcaption id=\"caption-attachment-76188\" class=\"wp-caption-text\">Les blogs d&rsquo;entreprise sont morts, vive le branded content ! Image cr\u00e9\u00e9e avec Midjourney<\/figcaption><\/figure>\n<p>La seule chose que j&rsquo;ai \u00e9t\u00e9 capable de trouver, fut un <a class=\"zem_slink\" title=\"Rapport\" href=\"https:\/\/en.wikipedia.org\/wiki\/Rapport\" target=\"_blank\" rel=\"noopener wikipedia noreferrer\">rapport<\/a> de 2005 ! Cela veut-il dire que les blogs d&rsquo;entreprise sont termin\u00e9s ? Pas du tout ! Ils font d\u00e9sormais partie d&rsquo;un tout plus coh\u00e9rent appel\u00e9 \u00ab brand content \u00bb en fran\u00e7ais et \u00ab <a class=\"zem_slink\" title=\"Content marketing\" href=\"https:\/\/en.wikipedia.org\/wiki\/Content_marketing\" target=\"_blank\" rel=\"noopener wikipedia noreferrer\">content marketing<\/a> \u00bb en anglais.<!--more--><\/p>\n<h3>Un int\u00e9r\u00eat grandissant pour le content marketing et les blogs professionnels<\/h3>\n<p>Il y a un int\u00e9r\u00eat grandissant pour le \u00ab\u00a0content marketing\u00a0\u00bb ces derniers mois, du moins aux <a class=\"zem_slink\" title=\"United States\" href=\"http:\/\/maps.google.com\/maps?ll=38.8833333333,-77.0166666667&amp;spn=10.0,10.0&amp;q=38.8833333333,-77.0166666667 (United%20States)&amp;t=h\" target=\"_blank\" rel=\"geolocation noopener noreferrer\">\u00c9tats-Unis<\/a>. On le sent aussi fr\u00e9mir en <a class=\"zem_slink\" title=\"France\" href=\"http:\/\/maps.google.com\/maps?ll=48.8566666667,2.35083333333&amp;spn=10.0,10.0&amp;q=48.8566666667,2.35083333333 (France)&amp;t=h\" target=\"_blank\" rel=\"geolocation noopener noreferrer\">France<\/a>. Cela d\u00e9montre que quelque chose de nouveau est enfin en train d&rsquo;arriver dans le monde du Web.<\/p>\n<p><span class=\"zem_slink\">Peut-\u00eatre<\/span> que cela est un signe aussi que les entreprises sont d\u00e9sormais plus int\u00e9ress\u00e9es par ce qu&rsquo;elles peuvent obtenir du contenu que par sa simple production. Voyons ensemble ce rapport de l&rsquo;\u00e9tude 2013 sur le content marketing. Il nous donne des \u00ab\u00a0insights\u00a0\u00bb int\u00e9ressants sur son utilisation (\u00e9tude r\u00e9alis\u00e9e par <a href=\"https:\/\/web.archive.org\/web\/20231209142259\/https:\/\/www.imninc.com\/\">http:\/\/www.imninc.com\/<\/a>).<\/p>\n<h3><span class=\"removed_link\" title=\"http:\/\/www.imninc.com\/lp\/content-marketing-research-report-2\">Principaux r\u00e9sultats de l&rsquo;\u00e9tude d&rsquo;IMN<\/span><\/h3>\n<ul>\n<li>\u00ab Le content marketing est une priorit\u00e9 moyenne ou haute pour 90 % des r\u00e9pondants\u2026 \u00bb Cependant, il faut faire remarquer que la comparaison avec le questionnaire de 2012 (premier dans la s\u00e9rie) montre que la prise de conscience est relativement r\u00e9cente, m\u00eame aux \u00c9tats-Unis ;<\/li>\n<li>\u00ab 31 % des r\u00e9pondants ont mis en place une strat\u00e9gie de contenus depuis plus d&rsquo;un an, avec 18 % qui mentionnent l&rsquo;avoir mis en place l&rsquo;ann\u00e9e derni\u00e8re \u00eatre en 3 % qui travaillent sur une strat\u00e9gie de contenus \u00bb\u2026 Comme cela est d\u00e9montr\u00e9 ci-dessus, tous ces programmes de <a class=\"zem_slink\" title=\"Marketing\" href=\"https:\/\/en.wikipedia.org\/wiki\/Marketing\" target=\"_blank\" rel=\"noopener wikipedia noreferrer\">marketing<\/a> de contenus sont tr\u00e8s r\u00e9cents et il y encore de la place pour l&rsquo;innovation ;<\/li>\n<li>\u00ab 67 % des r\u00e9pondants utilisent une newsletter pour distribuer du contenu \u00e0 leurs clients et leur prospect \u00bb \u2026 Ceci \u00e9tant, un grand nombre des r\u00e9pondants n&rsquo;envoie de newsletter qu&rsquo;une fois par an, ce qui montre une faible compr\u00e9hension du m\u00e9dium ;<\/li>\n<li>\u00ab 78 % des r\u00e9pondants utilisent incurvation de contenu : 48 % ayant rencontr\u00e9 des probl\u00e8mes relatifs \u00e0 la propri\u00e9t\u00e9 du contenu et \u00e0 son autorisation \u00bb\u2026 15 % notamment des r\u00e9pondants sont inquiets par rapport \u00e0 l&rsquo;utilisation de contenus munis de copyright sur leurs propres plates-formes Web ;<\/li>\n<li>\u00ab 40 % des r\u00e9pondants ont cit\u00e9 la g\u00e9n\u00e9ration de Leads (prospects) comme \u00e9tant un des objectifs les plus importants des programmes de marketing de contenu ; une augmentation de 16 % par rapport \u00e0 l&rsquo;an pass\u00e9. \u00bb.<\/li>\n<\/ul>\n<h4>Prise de conscience<\/h4>\n<p>La prise de conscience est large d\u00e9sormais. Les marketeurs du contenu ne sont plus consid\u00e9r\u00e9s comme des zombies\u2026 Enfin en\u2026 J&rsquo;ai eu quelques contre-exemples r\u00e9cents mais ils ne sont pas am\u00e9ricains.<\/p>\n<p><center><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/12\/image_thumb8.png\"><img decoding=\"async\" class=\"alignnone\" style=\"background-image: none; padding-top: 0px; padding-left: 0px; display: inline; padding-right: 0px; border-width: 0px;\" title=\"image_thumb[8]\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/12\/image_thumb8_thumb.png\" alt=\"blogs-professionnels\" width=\"904\" height=\"390\" border=\"0\" \/><\/a><\/center><\/p>\n<h3>La g\u00e9n\u00e9ration de leads dans la vis\u00e9e des professionnels<\/h3>\n<p>Les entreprises sont clairement int\u00e9ress\u00e9es par la g\u00e9n\u00e9ration de prospect sur Internet, quand il s&rsquo;agit de marketing de contenu. Cependant, selon ma propre exp\u00e9rience de ce domaine, peu sont capables d&rsquo;aller au-del\u00e0 du vocabulaire et de garder le cap. G\u00e9n\u00e9ration de leads est un exercice difficile qui requiert beaucoup de mise au point et de suite dans les id\u00e9es. Il faut \u00e9galement adopter une approche essais\/erreurs ; par essence quelque chose de difficile \u00e0 tenir dans le temps dans les grandes entreprises\u2026<\/p>\n<p><center><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/12\/image_thumb4.png\"><img decoding=\"async\" style=\"background-image: none; padding-top: 0px; padding-left: 0px; margin: 0px; display: inline; padding-right: 0px; border-width: 0px;\" title=\"image_thumb[4]\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/12\/image_thumb4_thumb.png\" alt=\"image_thumb[4]\" width=\"878\" height=\"400\" border=\"0\" \/><\/a><\/center><\/p>\n<h3>Les blogs professionnels n&rsquo;ont pas disparu<\/h3>\n<p>Les blogs professionnels n&rsquo;ont pas disparu. Mais ne sont plus seuls et font partie d\u00e9sormais d&rsquo;un \u00e9cosyst\u00e8me. Ceci est parfaitement normal. Une strat\u00e9gie globale de contenu doit \u00eatre adopt\u00e9e. Une approche purement technique du content marketing ne m\u00e8nerait nulle part. Les blogs professionnels trop superficiels ne risquent pas d&rsquo;aller bien loin.<\/p>\n<p><center><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/12\/image_thumb10.png\"><img decoding=\"async\" class=\"aligncenter\" style=\"background-image: none; padding-top: 0px; padding-left: 0px; margin: 10px 0px; display: inline; padding-right: 0px; border-width: 0px;\" title=\"image_thumb[10]\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/12\/image_thumb10_thumb.png\" alt=\"blogs-professionnels\" width=\"890\" height=\"335\" border=\"0\" \/><\/a><\/center>La mesure du succ\u00e8s est en train de se d\u00e9placer de la mesure du lectorat, vers l&rsquo;attraction des prospects (ou lead generation).<\/p>\n<p>Enfin\u2026 Peut-\u00eatre aux \u00c9tats-Unis, car en Europe, nous en sommes encore bien loin !<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Parlons des blogs professionnels. Je ne suis pas s\u00fbr que Google maintiendra en vie Google alertes pendant encore longtemps. L&rsquo;outil est un peu cass\u00e9 pour reprendre les mots de Forbes. Il y a par contre une autre innovation de l&rsquo;ancien temps qui marche encore je veux parler de Google Web trends. Je trouve cet outil &hellip;<\/p>\n","protected":false},"author":2,"featured_media":76188,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2852],"tags":[],"class_list":["post-11572","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Blogs professionnels : ils ne sont pas morts, vive le &quot;brand content&quot;<\/title>\n<meta name=\"description\" content=\"Les blogs professionnels sont-ils termin\u00e9s ? Pas du tout ! 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