{"id":20627,"date":"2016-03-04T06:30:49","date_gmt":"2016-03-04T05:30:49","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=20627"},"modified":"2022-05-04T06:46:33","modified_gmt":"2022-05-04T04:46:33","slug":"5-enjeux-content-marketing","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2016\/03\/04\/5-enjeux-content-marketing\/","title":{"rendered":"Les 5 enjeux du content marketing"},"content":{"rendered":"<p><em>Le mercredi 2 mars s&rsquo;est tenu\u00a0un Webinaire organis\u00e9 par Visionary Marketing, ayant pour sujet \u00ab\u00a0les 5 enjeux du content marketing\u00a0\u00bb. Il s&rsquo;agit d&rsquo;un petit r\u00e9sum\u00e9 de cette session tr\u00e8s enrichissante, de par les \u00e9changes avec les\u00a0participants et de leur int\u00e9r\u00eat pour ce sujet (nous avons m\u00eame d\u00e9pass\u00e9 de 45 minutes la dur\u00e9e du Webinaire en raison de nombreuses questions tr\u00e8s\u00a0int\u00e9ressantes). Voici, pour\u00a0les personnes n&rsquo;ayant pas\u00a0pu participer, une s\u00e9ance de rattrapage sur les\u00a05 enjeux du content marketing, expliqu\u00e9 par Yann Gourvennec.<\/em><\/p>\n<h2>Les 5 enjeux majeurs du content marketing<\/h2>\n<figure id=\"attachment_60831\" aria-describedby=\"caption-attachment-60831\" style=\"width: 520px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-60831 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2021\/01\/jumpstory-download20210114-055415.jpg\" alt=\"Les 5 enjeux majeurs du content marketing\" width=\"520\" height=\"340\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2021\/01\/jumpstory-download20210114-055415.jpg 520w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2021\/01\/jumpstory-download20210114-055415-459x300.jpg 459w\" sizes=\"(max-width: 520px) 100vw, 520px\" \/><figcaption id=\"caption-attachment-60831\" class=\"wp-caption-text\">Sortez des pr\u00e9jug\u00e9s, le but du content marketing n&rsquo;est pas de produire du contenus, mais de sortir du lot.<\/figcaption><\/figure>\n<h3>Content marketing : comment sortir du lot ?<\/h3>\n<p>\u00ab\u00a0Ces 5 enjeux ne sont pas issus d\u2019enqu\u00eates, d\u2019\u00e9tudes ou de statistiques, mais de mon exp\u00e9rience du terrain. L\u2019effet de maturation du content marketing est assez net, et de moins en moins de clients me posent la question \u00ab\u00a0pourquoi faire du content marketing\u00a0?\u00a0\u00bb\u00a0: leurs questions sont d\u00e9sormais davantage port\u00e9es sur le \u00ab\u00a0comment\u00a0\u00bb.<!--more--><\/p>\n<h3>1er enjeu : du content shock au content chance<\/h3>\n<p>Pour cibler correctement les attentes des participants au webinaire, j\u2019ai r\u00e9alis\u00e9 un petit sondage\u00a0dont\u00a0les r\u00e9sultats ont confort\u00e9 l\u2019intuition que j\u2019avais\u00a0: la question qui angoisse le plus les clients est \u00ab\u00a0comment sortir du lot?\u00a0\u00bb.<\/p>\n<p>Le blogueur am\u00e9ricain <a href=\"https:\/\/www.businessesgrow.com\/2014\/01\/06\/content-shock\/\" target=\"_blank\" rel=\"noopener\">Marc Schaeffer a appel\u00e9 cela le \u00ab\u00a0content shock\u00a0\u00bb<\/a>. Cela signifie que la capacit\u00e9 \u00e0 cr\u00e9er du contenu sur internet est infinie. Mais <strong>celle des internautes \u00e0 lire du contenu ne l\u2019est pas\u00a0: au bout d\u2019un moment, il y a une saturation de contenus<\/strong> qui fait que l\u2019on produit du contenu, mais le rapport co\u00fbt\/b\u00e9n\u00e9fice dispara\u00eet, comme le montre ce sch\u00e9ma ci-dessous.<\/p>\n<figure id=\"attachment_20630\" aria-describedby=\"caption-attachment-20630\" style=\"width: 700px\" class=\"wp-caption aligncenter\"><a href=\" \" rel=\"attachment wp-att-20630\"><img decoding=\"async\" class=\"wp-image-20630 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/03\/content-shock.png\" alt=\"La production de contenu \u00e9voluant plus vite que le lectorat, il y a un point de saturation au-del\u00e0 duquel le contenu n'est plus aussi rentable qu'auparavant. Sch\u00e9ma r\u00e9alis\u00e9 \u00e0 partir de http:\/\/www.christopherspenn.com\/2015\/05\/2015-kpcb-internet-trends-suggests-content-shock-is-here\/\" width=\"700\" height=\"400\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/03\/content-shock.png 700w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/03\/content-shock-500x286.png 500w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/a><figcaption id=\"caption-attachment-20630\" class=\"wp-caption-text\">La production de contenu \u00e9voluant plus vite que le lectorat, il y a un point de saturation au-del\u00e0 duquel le contenu n&rsquo;est plus aussi rentable qu&rsquo;auparavant. <em>Sch\u00e9ma\u00a0adapt\u00e9 de :\u00a0\u00a0 http:\/\/www.christopherspenn.com\/2015\/05\/2015-kpcb-internet-trends-suggests-content-shock-is-here\/<\/em><\/figcaption><\/figure>\n<p>La question de la pl\u00e9thore de contenu s&rsquo;est pos\u00e9e il y a fort longtemps, d\u00e8s l&rsquo;arriv\u00e9e de l&rsquo;imprimerie. Les lettr\u00e9s se sont \u00e9mus que la culture devenant accessible au<em> vulgum pecus<\/em> allait se niveler par le bas et devenir quelque chose d&rsquo;anti-culturel. En r\u00e9alit\u00e9, tous les contenus ne sont pas destin\u00e9s \u00e0 tout le monde : plus il y a une pl\u00e9thore de contenus de bas niveau, plus il y a une chance de trouver un lectorat haut de gamme se retrouvant en manque de contenu qui lui correspond. C&rsquo;est <strong>ce que j&rsquo;appelle le content chance<\/strong>. Cela a \u00e9t\u00e9 d\u00e9montr\u00e9 plusieurs fois, notamment en B2B.<!--more--><\/p>\n<h3>2e enjeu\u00a0: les m\u00e9dias sociaux sont en pleine reconfiguration.<\/h3>\n<p>Il y a ce fameux d\u00e9bat \u00ab\u00a0<a href=\"http:\/\/www.lalibre.be\/economie\/digital\/twitter-le-reseau-social-au-petit-oiseau-qui-voulait-se-faire-aussi-gros-que-facebook-568d54dc3570b38a58005ebb\" target=\"_blank\" rel=\"noopener\">est-ce que Twitter va survivre<\/a>\u00a0\u00bb : je coupe imm\u00e9diatement court au d\u00e9bat, oui, Twitter va vivre car il poss\u00e8de suffisamment de cash pour tenir 412 ans. Mais la vraie question est d&rsquo;avantage \u00ab\u00a0<strong>va t-on continuer \u00e0 utiliser Twitter ?<\/strong> \u00a0\u00bb Le fait que ce r\u00e9seau social ait supprim\u00e9 son compteur de tweets au mois de novembre dernier lui a fait beaucoup de tord. Sur notre blog, Twitter est pass\u00e9 de 80% des clics provenant des m\u00e9dias sociaux \u00e0 seulement 30% : cela a profit\u00e9 \u00e0 LinkedIn dont les partages sont d\u00e9sormais bien plus cons\u00e9quents. Mais ce chiffre n&rsquo;est tout de m\u00eame pas anodin. On est arriv\u00e9 \u00e0 un point o\u00f9 Facebook, LinkedIn et Twitter apportent chacun le m\u00eame nombre de clics (en tout cas sur notre blog). C&rsquo;est un challenge car il va falloir agir diff\u00e9remment : <strong>adopter des m\u00e9thodes de bouche \u00e0 oreille m\u00ealant le online et le offline<\/strong>, et pas seulement se contenter de faire des m\u00e9dias sociaux.<\/p>\n<p><iframe title=\"[Fr] 5 enjeux pour le marketing de contenu en 2016\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/xFX7IS51r5I?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h3>3e enjeu\u00a0: sortir du lot<\/h3>\n<p>Cet enjeu est li\u00e9 au content shock. Il va falloir rendre son contenu addictif, ce qui n&rsquo;est pas nouveau non plus. Autre point, je vois souvent de beaux sites qui ne sont pas bons. Or, s&rsquo;il est important qu&rsquo;un site soit agr\u00e9able, le contenu reste\u00a0plus important que le design, et <strong>ce contenu doit faire revenir l&rsquo;utilisateur une fois, deux fois, trois fois<\/strong>&#8230; Il faut \u00e9galement savoir jouer la compl\u00e9mentarit\u00e9 entre un contenu long sur le site et un contenu court sur le blog. Le site ne doit pas \u00eatre seulement une vitrine exposant ses produits.<\/p>\n<h3>4e enjeu : \u00e9crire pour les humains<\/h3>\n<p>Je vous l&rsquo;accorde, le SEO est important, il faut en faire. Mais le SEO est technique. Et <strong>le marketeur doit avant tout faire son m\u00e9tier avant de faire de la technique<\/strong>. Choisir son tire peut \u00eatre vu comme quelque chose de technique, mais pour moi il s&rsquo;agit de quelque chose d&rsquo;\u00e9minemment marketing : si l&rsquo;on n&rsquo;est pas capable de choisir un titre de sa page, on se sait pas de quoi on parle, \u00e0 qui on s&rsquo;adresse, pourquoi, etc. C&rsquo;est donc tr\u00e8s r\u00e9v\u00e9lateur de la difficult\u00e9 qu&rsquo;ont certaines entreprises \u00e0 faire du contenu : elles en font parce que tout le monde en fait. Cr\u00e9er du contenu ce n&rsquo;est pas pour \u00eatre premier sur Google, le contenu doit \u00eatre pertinent, et susciter les partages, ce qui d&rsquo;ailleurs va permettre de favoriser le site dans les moteurs de recherche.<\/p>\n<h3>5e enjeu : l&rsquo;amateurisme et l&rsquo;UGC (User Generated Content)<\/h3>\n<p>C&rsquo;est l\u00e0 o\u00f9 le client doit travailler le plus : c&rsquo;est \u00e9puisant, c&rsquo;est difficile, mais c&rsquo;est tr\u00e8s important. C&rsquo;\u00e9tait facile d&rsquo;expliquer cela au d\u00e9but du Web 2.0, avant que les entreprises prennent le r\u00e9flexe de la publicit\u00e9 sur Facebook. Mais le \u00ab\u00a0on cible, on clique\u00a0\u00bb est finalement assez limit\u00e9 et co\u00fbte de l&rsquo;argent. L&rsquo;agence \u00a0de communication a aussi ce r\u00f4le d&rsquo;\u00e9duquer le client, et lui apprendre \u00e0 faire son propre contenu.<\/p>\n<p>Pour conclure\u00a0session Webikeo a suscit\u00e9 quelques questions tr\u00e8s int\u00e9ressantes, notamment celle portant sur la probl\u00e9matique de convaincre son \u00ab\u00a0boss\u00a0\u00bb d&rsquo;adopter une strat\u00e9gie de contenus. Notre travail consiste bien souvent \u00e0 convaincre certaines organisations d&rsquo;adopter certains changements. Je pense qu&rsquo;<strong>il vaut mieux demander pardon que s&rsquo;il vous pla\u00eet<\/strong>.\u00a0\u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le mercredi 2 mars s&rsquo;est tenu\u00a0un Webinaire organis\u00e9 par Visionary Marketing, ayant pour sujet \u00ab\u00a0les 5 enjeux du content marketing\u00a0\u00bb. Il s&rsquo;agit d&rsquo;un petit r\u00e9sum\u00e9 de cette session tr\u00e8s enrichissante, de par les \u00e9changes avec les\u00a0participants et de leur int\u00e9r\u00eat pour ce sujet (nous avons m\u00eame d\u00e9pass\u00e9 de 45 minutes la dur\u00e9e du Webinaire en &hellip;<\/p>\n","protected":false},"author":29,"featured_media":60831,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2852],"tags":[],"class_list":["post-20627","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 v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Les 5 enjeux du content marketing - Visionary Marketing<\/title>\n<meta name=\"description\" content=\"Voici le r\u00e9sum\u00e9 en images et en texte d&#039;un Webinaire organis\u00e9 par Visionary Marketing, ayant pour sujet &quot;les 5 enjeux du content marketing&quot;\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2016\/03\/04\/5-enjeux-content-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les 5 enjeux du content marketing - 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