{"id":11724,"date":"2013-12-16T08:30:00","date_gmt":"2013-12-16T07:30:00","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=11724"},"modified":"2019-06-08T20:23:59","modified_gmt":"2019-06-08T18:23:59","slug":"contenu-digital-une-affaire-dtat-desprit-brand-content","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2013\/12\/16\/contenu-digital-une-affaire-dtat-desprit-brand-content\/","title":{"rendered":"contenu digital : Une affaire d&rsquo;\u00e9tat d&rsquo;esprit (brand content)"},"content":{"rendered":"<p><em><span style=\"color: #4f81bd;\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/11\/radio-large.gif\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"alignleft wp-image-7360\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/11\/radio-large.gif\" alt=\"contenu digital \" width=\"150\" height=\"131\" \/><\/a>Un an apr\u00e8s mon interview de <a href=\"https:\/\/visionarymarketing.com\/2016\/09\/linkedin-le-vrai-faux-du-plus-grand-reseau-social-professionnel\/\">Bruno Fridlansky<\/a> et de <a href=\"https:\/\/visionarymarketing.com\/2009\/10\/fr-la-e-reputation-selon-jf-ruiz-et-f-canevet-au-webdeuxconnect-2009\/\">Fr\u00e9d\u00e9ric Canevet<\/a> sur le sujet des blogs, et maintenant que nous avons vu qu&rsquo;ils n&rsquo;\u00e9taient pas morts, voyons avec eux l&rsquo;\u00e9tat des lieux du contenu digital (brand content) tel qu&rsquo;il est utilis\u00e9 par les entreprises et en quoi les choses sont en train de changer. Il s&rsquo;agit d&rsquo;un constat assez contradictoire : d&rsquo;une part, les entreprises se sont plong\u00e9es dans le Brand content et l&rsquo;ont adopt\u00e9 largement; d&rsquo;autre part, elles ont encore du mal \u00e0 changer leur mode de <a class=\"zem_slink\" title=\"Communication\" href=\"https:\/\/en.wikipedia.org\/wiki\/Communication\" target=\"_blank\" rel=\"noopener wikipedia noreferrer\">communication<\/a>, trop adapt\u00e9 \u00e0 l&rsquo;ancien monde, et pas assez au monde <a class=\"zem_slink\" title=\"Digital\" href=\"https:\/\/en.wikipedia.org\/wiki\/Digital\" target=\"_blank\" rel=\"noopener wikipedia noreferrer\">digital<\/a>. D&rsquo;autre part, et en bout de cha\u00eene, le r\u00f4le des agences ont \u00e9galement chang\u00e9, elles doivent devenir des accompagnateurs, et pour ceci modifier profond\u00e9ment leur <a class=\"zem_slink\" title=\"Business model\" href=\"https:\/\/en.wikipedia.org\/wiki\/Business_model\" target=\"_blank\" rel=\"noopener wikipedia noreferrer\">business models<\/a>.<\/span><\/em><\/p>\n<p><b>Voici r\u00e9sum\u00e9s en quelques points, les points de vue de Bruno Fridlansky (<a href=\"http:\/\/consonaute.fr\" target=\"_blank\" rel=\"noopener noreferrer\">Consonaute<\/a>) et Fr\u00e9d\u00e9ric Canevet (<a href=\"http:\/\/conseilsmarketing.fr\/\" target=\"_blank\" rel=\"noopener noreferrer\">Conseilsmarketing.fr<\/a>)* cette ann\u00e9e au Web2connect:<\/b><\/p>\n<p style=\"text-align: left;\"><div itemscope itemtype=\"http:\/\/schema.org\/AudioObject\"><meta itemprop=\"name\" content=\"contenu digital : Une affaire d&amp;rsquo;\u00e9tat d&amp;rsquo;esprit (brand content)\" \/><meta itemprop=\"uploadDate\" content=\"2013-12-16T08:30:00+01:00\" \/><meta itemprop=\"encodingFormat\" content=\"audio\/mpeg\" \/><meta itemprop=\"duration\" content=\"PT10M20S\" \/><meta itemprop=\"description\" content=\"Un an apr\u00e8s mon interview de Bruno Fridlansky et de Fr\u00e9d\u00e9ric Canevet sur le sujet des blogs, et maintenant que nous avons vu qu&#039;ils n&#039;\u00e9taient pas morts, voyons avec eux l&#039;\u00e9tat des lieux du contenu digital (brand content) tel qu&#039;il est utilis\u00e9 par les...\" \/><meta itemprop=\"contentUrl\" content=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/visionarymarketing.com\/files\/podcasts\/brunofridl-fredcanevet-w2c-monte.mp3\" \/><meta itemprop=\"contentSize\" content=\"16.6\" \/><div class=\"powerpress_player\" id=\"powerpress_player_8921\"><audio class=\"wp-audio-shortcode\" id=\"audio-11724-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/visionarymarketing.com\/files\/podcasts\/brunofridl-fredcanevet-w2c-monte.mp3?_=1\" \/><a href=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/visionarymarketing.com\/files\/podcasts\/brunofridl-fredcanevet-w2c-monte.mp3\">https:\/\/media.blubrry.com\/visionarymarketing_les\/visionarymarketing.com\/files\/podcasts\/brunofridl-fredcanevet-w2c-monte.mp3<\/a><\/audio><\/div><\/div><p class=\"powerpress_links powerpress_links_mp3\" style=\"margin-bottom: 1px !important;\">Podcast: <a href=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/visionarymarketing.com\/files\/podcasts\/brunofridl-fredcanevet-w2c-monte.mp3\" class=\"powerpress_link_pinw\" target=\"_blank\" title=\"Play in new window\" onclick=\"return powerpress_pinw('https:\/\/visionarymarketing.com\/fr\/\/?powerpress_pinw=11724-podcast');\" rel=\"nofollow\">Play in new window<\/a> | <a href=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/visionarymarketing.com\/files\/podcasts\/brunofridl-fredcanevet-w2c-monte.mp3\" class=\"powerpress_link_d\" title=\"Download\" rel=\"nofollow\" download=\"brunofridl-fredcanevet-w2c-monte.mp3\">Download<\/a> (Duration: 10:20 &#8212; 16.6MB)<\/p><p class=\"powerpress_links powerpress_subscribe_links\">Subscribe: <a href=\"https:\/\/itunes.apple.com\/us\/podcast\/visionarymarketing-les-interviews\/id731295319?mt=2&amp;ls=1#episodeGuid=http%3A%2F%2Fvisionarymarketing.fr%2Fblog%2F%3Fp%3D11724\" class=\"powerpress_link_subscribe powerpress_link_subscribe_itunes\" target=\"_blank\" title=\"Subscribe on Apple Podcasts\" rel=\"nofollow\">Apple Podcasts<\/a> | <a href=\"https:\/\/open.spotify.com\/show\/52VnZ1mhVSnDs4tQOx7Vuc\" class=\"powerpress_link_subscribe powerpress_link_subscribe_spotify\" target=\"_blank\" title=\"Subscribe on Spotify\" rel=\"nofollow\">Spotify<\/a> | <a href=\"https:\/\/subscribeonandroid.com\/visionarymarketing.com\/fr\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_android\" target=\"_blank\" title=\"Subscribe on Android\" rel=\"nofollow\">Android<\/a> | <a href=\"https:\/\/visionarymarketing.com\/fr\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_rss\" target=\"_blank\" title=\"Subscribe via RSS\" rel=\"nofollow\">RSS<\/a><\/p><\/p>\n<p style=\"text-align: left;\"><b>Plus que les comp\u00e9tences, le contenu digital requiert un \u00e9tat d&rsquo;esprit (Brand content)<\/b><\/p>\n<ul>\n<li>Les entreprises ne se posent plus la question de savoir s&rsquo;il faut en faire ;<\/li>\n<li>Les marques produisent \u00e9norm\u00e9ment de contenus mais ne savent pas encore v\u00e9ritablement comment les exploiter ;<\/li>\n<li>Le contenu est devenu prot\u00e9iforme, ce n&rsquo;est plus un simple article de blog, mais des vid\u00e9os, des images, des infographies, le contenu est plus riche (on pourrait presque reparler de multim\u00e9dia, 20 ans apr\u00e8s) ;<\/li>\n<li>Il n&rsquo;est pas n\u00e9cessaire d&rsquo;y passer des heures ni de peaufiner \u00e0 l&rsquo;extr\u00eame comme un journaliste, \u00e0 l&rsquo;inverse de ce qui est commun\u00e9ment cru dans les grandes entreprises ;<\/li>\n<li>Avec une image, une simple retouche graphique, \u00ab\u00a0il est possible de toucher les gens\u00a0\u00bb ;<\/li>\n<li>Le contenu est devenu multiforme par son utilisation. Une conf\u00e9rence par exemple peut-\u00eatre film\u00e9e, blogu\u00e9e mise sur <a class=\"zem_slink\" title=\"SlideShare\" href=\"https:\/\/www.slideshare.net\/\" target=\"_blank\" rel=\"homepage noopener noreferrer\">Slideshare<\/a> etc. ;<\/li>\n<li>Plus que les comp\u00e9tences, le contenu digital requiert un \u00e9tat d&rsquo;esprit ;<\/li>\n<li>Il faut \u00e9viter le contenu par silo, une vid\u00e9o peut \u00eatre r\u00e9utilisable dans un article, ou on peut en sortir des images etc. et rendre tout cela utilisable et le relancer le partager (probablement qu&rsquo;il s&rsquo;agit l\u00e0 de la plus grosse lacune dans &lsquo;utilisation du contenu digital par les entreprises \u00e0 ma connaissance) ;<\/li>\n<li>Le responsable de la communication doit s&rsquo;ouvrir au digital ;<\/li>\n<li>Les grandes entreprises ont une vue assez ancienne de la communication, trop traditionnelle, trop l\u00e9ch\u00e9e, trop parfaite. Il faut baisser son degr\u00e9 d&rsquo;exigence pour r\u00e9ussir dans le digital et se fixer sur la qualit\u00e9 du contenu versus l&#8217;emballage ;<\/li>\n<li>Vitesse, r\u00e9activit\u00e9 et partage sont les ma\u00eetres mots ;<\/li>\n<li>Il faut faire \u00e9voluer la fa\u00e7on de faire du contenu, mais les journalistes ne sont pas les mieux plac\u00e9s pour accompagner les entreprises, c&rsquo;est un peu comme les secr\u00e9taires dont le m\u00e9tier s&rsquo;est transform\u00e9 aujourd&rsquo;hui ; les entreprises doivent apprendre \u00e0 \u00e9voluer et \u00ab sortir les experts-maison \u00bb du placard afin d&rsquo;utiliser les forces vives de l&rsquo;entreprise et les motiver ;<\/li>\n<li>Il faut aussi accepter de concevoir aussi le contenu en interne (le fameux UGC : <a class=\"zem_slink\" title=\"User-generated content\" href=\"https:\/\/en.wikipedia.org\/wiki\/User-generated_content\" target=\"_blank\" rel=\"noopener wikipedia noreferrer\">User Generated Content<\/a>) ;<\/li>\n<li>Le r\u00f4le des agents va changer, ils vont devenir des accompagnateurs, mais il y a des challenges en termes de business models. Les agences vont devoir se remettre en cause et facturer diff\u00e9remment. Le r\u00f4le de l&rsquo;agence va \u00eatre de faire r\u00e9sonner le contenu, et ceux avec de la qualit\u00e9 et aussi aider le client \u00e0 repositionner son contenu diff\u00e9remment. Il faudra \u00e9galement savoir utiliser les blogueurs pour ce qu&rsquo;ils savent le mieux faire savoir partager leur savoir et leur passion.<\/li>\n<\/ul>\n<p><i>nb : il est \u00e0 pr\u00e9ciser que Bruno et Fr\u00e9d\u00e9ric, en dehors de leurs activit\u00e9s de blogging ont \u00e9galement une vie professionnelle charg\u00e9e et que leur \u00e9clairage est, comme c\u2019est quasiment toujours le cas avec les blogueurs, double.<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Un an apr\u00e8s mon interview de Bruno Fridlansky et de Fr\u00e9d\u00e9ric Canevet sur le sujet des blogs, et maintenant que nous avons vu qu&rsquo;ils n&rsquo;\u00e9taient pas morts, voyons avec eux l&rsquo;\u00e9tat des lieux du contenu digital (brand content) tel qu&rsquo;il est utilis\u00e9 par les entreprises et en quoi les choses sont en train de changer. &hellip;<\/p>\n","protected":false},"author":2,"featured_media":34069,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2852,6,744],"tags":[],"class_list":["post-11724","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","category-marketing-innovation-fr","category-marketing-b2b"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>contenu digital : Une affaire d&#039;\u00e9tat d&#039;esprit (brand content)<\/title>\n<meta name=\"description\" content=\"Voyons avec eux l&#039;\u00e9tat des lieux du contenu digital tel qu&#039;il est utilis\u00e9 par les entreprises et en quoi les choses sont en train de changer.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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