{"id":33732,"date":"2019-12-09T08:50:53","date_gmt":"2019-12-09T07:50:53","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=33732"},"modified":"2024-04-03T09:13:19","modified_gmt":"2024-04-03T07:13:19","slug":"b2b-content-marketing","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2019\/12\/09\/b2b-content-marketing\/","title":{"rendered":"La plus grande menace pour le content marketing B2B"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignright size-full wp-image-35034\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/12\/41CQUk685L._SX425_-e1575873387172.jpg\" alt=\"\" width=\"150\" height=\"156\" \/>\u00ab\u00a0Crap\u00a0\u00bb oui, c&rsquo;est bien ce que vous pensez. Nous n&rsquo;oserions dire le mot en fran\u00e7ais, mais c&rsquo;est bien cela.<\/p>\n<p>La plus grande menace pour votre contenu B2B n&rsquo;est pas sa longueur (une chim\u00e8re r\u00e9currente des discussions sur le contenu Web : \u00ab\u00a0C&rsquo;est trop long\u00a0\u00bb, \u00ab\u00a0<a href=\"https:\/\/www.newyorker.com\/culture\/2018-in-review\/the-twenty-five-most-read-new-yorker-stories-of-2018\" target=\"_blank\" rel=\"noopener noreferrer\">personne ne va lire \u00e7a<\/a>\u00ab\u00a0, il faut du \u00ab\u00a0<a href=\"https:\/\/www.ladn.eu\/media-mutants\/createurs-de-contenu-stop-il-est-temps-de-passer-au-slow-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">snackable content<\/a>\u00a0\u00bb car \u00ab\u00a0<a href=\"https:\/\/web.archive.org\/web\/20210218175040\/https:\/\/www.ceros.com\/originals\/no-dont-attention-span-goldfish\/\" target=\"_blank\" rel=\"noopener noreferrer\">les gens ont une attention de poissons rouges<\/a>\u00a0\u00bb &#8230; ).<\/p>\n<p>Ce n&rsquo;est pas sa forme, une autre obsession des apprentis du contenu (le contenu peut prendre toutes les formes, et tous les outils sont bons \u00e0 prendre). Tout cela n&rsquo;est pas seulement d\u00e9pass\u00e9,<a href=\"https:\/\/visionarymarketing.com\/fr\/2022\/07\/25\/contenu-marketing\/\"> mais n&rsquo;a jamais \u00e9t\u00e9 vrai<\/a>.<\/p>\n<figure style=\"width: 1132px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/velocitypartners.com\/resources\/crap-the-single-biggest-threat-to-b2b-content-marketing\/\"><img decoding=\"async\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/10\/CRAP_IMAGE_02.jpg\" alt=\"Content marketing B2B\" width=\"1132\" height=\"602\" \/><\/a><figcaption class=\"wp-caption-text\">Crap : la mauvaise qualit\u00e9 de votre content marketing B2B pourrait bien le tuer &#8211; une pr\u00e9sentation immanquable de Doug Kessler.<\/figcaption><\/figure>\n<h2>La plus grande menace sur votre contenu marketing B2B : sa mauvaise qualit\u00e9<\/h2>\n<p>Alors quelle est la plus grande menace sur votre content marketing B2B ? La mauvaise qualit\u00e9 de ce contenu, tout simplement. Et c&rsquo;est ce qu&rsquo;a d\u00e9montr\u00e9 brillamment <span class=\"removed_link\" title=\"https:\/\/www.linkedin.com\/in\/dougkessler\/\">Doug Kessler<\/span> de l&rsquo;agence londonienne <a href=\"https:\/\/velocitypartners.com\" target=\"_blank\" rel=\"noopener noreferrer\">Velocity Partners<\/a> \u00a0dans une brillante et percutante pr\u00e9sentation intitul\u00e9e \u00ab\u00a0CRAP\u00a0\u00bb, que j&rsquo;ai d\u00e9couverte gr\u00e2ce \u00e0 un partage de <span class=\"removed_link\" title=\"https:\/\/www.linkedin.com\/in\/cedricjeanblanc\/\">C\u00e9dric Jeanblanc<\/span>.<\/p>\n<p><!--more-->Le discours est direct. Il est aussi tr\u00e8s frappant et tr\u00e8s vrai. A l&rsquo;heure o\u00f9 9 marketeurs sur 10 (je le cite) ont d\u00e9couvert le content marketing (pourtant invent\u00e9 au 19\u00e8me si\u00e8cle, <a href=\"https:\/\/www.deere.com\/en\/publications\/the-furrow\/\" target=\"_blank\" rel=\"noopener noreferrer\">probablement par John Deere<\/a>), jamais les poncifs et les id\u00e9es re\u00e7ues sur le contenu n&rsquo;ont \u00e9t\u00e9 aussi r\u00e9pandus.<\/p>\n<h3>Si vos contenus se dissolvent dans la masse &#8230;<\/h3>\n<p>Les contenus s&rsquo;accumulent, se ressemblent au point de se dissoudre dans la masse et ne jamais en ressortir. La d\u00e9monstration de Kessler est imparable. Je la r\u00e9sume ici en quelques slides. Mais je vous conseille de la lire en entier.<\/p>\n<ul>\n<li>(1) En premier lieu, alors que le marketing de contenu se g\u00e9n\u00e9ralise, il y a une recherche accrue de talents. En B2B cela est v\u00e9ritablement un probl\u00e8me car pour bien pratiquer le content marketing en B2B, il faut conna\u00eetre le contexte (attention, cela ne veut pas dire qu&rsquo;on est \u00ab\u00a0expert\u00a0\u00bb, mais il faut \u00eatre a minima capable de parler \u00e0 des experts et de les d\u00e9coder). Je sais, on nous rab\u00e2che que les robots vont \u00e9crire le texte \u00e0 notre place, et le monde regorge de r\u00e9dacteurs pr\u00eats \u00e0 se coucher pour moins que \u00e7a pour r\u00e9diger. Apr\u00e8s tout, r\u00e9diger, c&rsquo;est facile non ? Il suffit de savoir \u00e9crire. Tout le monde peut le faire. Non en fait, tout le monde ne le peut. C&rsquo;est un m\u00e9tier. Et content marketeur est un m\u00e9tier bien particulier. Certes avec une dose de pratique journalistique, mais pas uniquement. Il y a m\u00eame un peu de technique. Bref, un m\u00e9tier. A la niche les robots !<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"size-full wp-image-35024 aligncenter\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/12\/CapturFiles-09-06-2019_07.06.51.png\" alt=\"\" width=\"611\" height=\"424\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/12\/CapturFiles-09-06-2019_07.06.51.png 611w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/12\/CapturFiles-09-06-2019_07.06.51-432x300.png 432w\" sizes=\"(max-width: 611px) 100vw, 611px\" \/><\/p>\n<ul>\n<li>(2) En r\u00e9sum\u00e9, Kessler pense que le r\u00e9sultat (la pr\u00e9sentation date de 2014 !) est que nous allons \u00eatre noy\u00e9s de \u00ab\u00a0Crap\u00a0\u00bb (Pardon my French).<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"size-full wp-image-35023 aligncenter\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/12\/CapturFiles-09-07-2019_07.07.08.png\" alt=\"\" width=\"612\" height=\"469\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/12\/CapturFiles-09-07-2019_07.07.08.png 612w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/12\/CapturFiles-09-07-2019_07.07.08-391x300.png 391w\" sizes=\"(max-width: 612px) 100vw, 612px\" \/><\/p>\n<ul>\n<li>(3) En fait il avait raison, c&rsquo;\u00e9tait en 2014, et cela est bien arriv\u00e9. Mais qu&rsquo;est-ce qu&rsquo;un contenu de mauvaise qualit\u00e9. C&rsquo;est un contenu qui ne sort pas, qui ne dit rien et qui n&rsquo;apprend rien de particulier. Voire qui d\u00e9laie une micro id\u00e9e en 36 pages.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"size-full wp-image-35022 aligncenter\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/12\/CapturFiles-09-07-2019_07.07.37.png\" alt=\"\" width=\"621\" height=\"464\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/12\/CapturFiles-09-07-2019_07.07.37.png 621w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/12\/CapturFiles-09-07-2019_07.07.37-402x300.png 402w\" sizes=\"(max-width: 621px) 100vw, 621px\" \/><\/p>\n<ul>\n<li>(4) Cela veut dire que nos audiences vont \u00e0 nouveau dresser des barri\u00e8res, qu&rsquo;il faudra &#8211; pour \u00eatre lu, \u00eatre de plus en plus imaginatif. (NDT Drek c&rsquo;est la m\u00eame chose que Crap mais en allemand et avec une faute d&rsquo;orthographe [Dreck] ).<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"size-full wp-image-35021 aligncenter\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/12\/CapturFiles-09-07-2019_07.07.50.png\" alt=\"\" width=\"609\" height=\"457\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/12\/CapturFiles-09-07-2019_07.07.50.png 609w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/12\/CapturFiles-09-07-2019_07.07.50-400x300.png 400w\" sizes=\"(max-width: 609px) 100vw, 609px\" \/><\/p>\n<ul>\n<li>(5) Le probl\u00e8me avec le contenu de mauvaise qualit\u00e9 c&rsquo;est qu&rsquo;il se d\u00e9guise avec les habits du bon contenu. C&rsquo;est le Canada Dry du contenu. Vous lisez un livre blanc, qui a l&rsquo;air sympa, et \u00e0 la fin vous vous demandez pourquoi vous l&rsquo;avez lu. Ce n&rsquo;est pas bon. Il y a quelques ann\u00e9es, nous en avons m\u00eame r\u00e9cup\u00e9r\u00e9 un qui \u00e9tait traduit de l&rsquo;anglais (avec les pieds) et que nous avons r\u00e9\u00e9crit enti\u00e8rement, en lui ajoutant du contenu suppl\u00e9mentaire pour \u00e9viter le d\u00e9layage. Cela nous est arriv\u00e9 plusieurs fois.\u00a0 Et m\u00eame si la notion de qualit\u00e9 est subjective, ce n&rsquo;est pas pour autant qu&rsquo;elle n&rsquo;existe pas.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"size-full wp-image-35019 aligncenter\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/12\/CapturFiles-09-08-2019_07.08.14.png\" alt=\"\" width=\"617\" height=\"457\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/12\/CapturFiles-09-08-2019_07.08.14.png 617w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/12\/CapturFiles-09-08-2019_07.08.14-405x300.png 405w\" sizes=\"(max-width: 617px) 100vw, 617px\" \/><\/p>\n<ul>\n<li>(6) Et c&rsquo;est oublier le principe du content marketing. En gros, le monde du content marketing est envahi de contenus qui semblent \u00eatre du content marketing et qui ne sont que du remplissage.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"size-full wp-image-35020 aligncenter\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/12\/CapturFiles-09-08-2019_07.08.03.png\" alt=\"\" width=\"615\" height=\"463\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/12\/CapturFiles-09-08-2019_07.08.03.png 615w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/12\/CapturFiles-09-08-2019_07.08.03-398x300.png 398w\" sizes=\"(max-width: 615px) 100vw, 615px\" \/><\/p>\n<ul>\n<li>(7) Et ce que j&rsquo;avais pr\u00e9dit en 2013 est arriv\u00e9. Beaucoup trop de marques ont perdu de vue la n\u00e9cessaire r\u00e9flexion sur la strat\u00e9gie de leur contenu (ce que je veux obtenir\/dire\/faire passer comme message profond) pour devenir des \u00ab\u00a0content zombies\u00a0\u00bb ou des \u00ab\u00a0content machines\u00a0\u00bb selon Kessler. C&rsquo;est regrettable. On finit par se cr\u00eaper le chignon pendant des semaines (je n&rsquo;exag\u00e8re pas, j&rsquo;ai m\u00eame vu durer cela des mois dans certaines maisons) pour un r\u00e9sultat m\u00e9diocre, aseptis\u00e9, d\u00e9cortiqu\u00e9, d\u00e9soss\u00e9, vid\u00e9 de sa substance. CRAP en fait. A la fin, on n&rsquo;a plus qu&rsquo;une id\u00e9e en t\u00eate \u00ab\u00a0produire du contenu\u00a0\u00bb mais on ne sait plus pourquoi. Plus personne n&rsquo;est capable de l&rsquo;expliquer, car quand on a pass\u00e9 un mois sur une virgule, ou sur un \u00ab\u00a0style qui ne pla\u00eet pas\u00a0\u00bb (cela aussi est purement subjectif), l&rsquo;\u00e9nergie pour travailler a compl\u00e8tement disparu. Le but ultime du content marketing s&rsquo;est envol\u00e9. Nos audiences ne sont plus \u00a0notre obsession. Quant \u00e0 les transformer en clients &#8230;<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"size-full wp-image-35018 aligncenter\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/12\/CapturFiles-09-08-2019_07.08.26.png\" alt=\"Crap - Content marketing B2B\" width=\"615\" height=\"461\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/12\/CapturFiles-09-08-2019_07.08.26.png 615w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/12\/CapturFiles-09-08-2019_07.08.26-400x300.png 400w\" sizes=\"(max-width: 615px) 100vw, 615px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/12\/flyer-Spaces-14092019-final_Page_2-1.png\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"alignright wp-image-35029\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/12\/flyer-Spaces-14092019-final_Page_2-1.png\" alt=\"B2B Marketing content\" width=\"145\" height=\"206\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/12\/flyer-Spaces-14092019-final_Page_2-1.png 350w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/12\/flyer-Spaces-14092019-final_Page_2-1-211x300.png 211w\" sizes=\"(max-width: 145px) 100vw, 145px\" \/><\/a>Voici sur la droite un poster (parmi une s\u00e9rie de 4) \u00a0r\u00e9alis\u00e9e il y a peu lors de notre d\u00e9m\u00e9nagement.<\/p>\n<p>Une des ces affiches nous a amen\u00e9 une affaire.<\/p>\n<p>Changez de point de vue et trouvez l&rsquo;inspiration (<a href=\"http:\/\/vismktg.info\/clients\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/vismktg.info\/clients<\/a>) c&rsquo;est cela la cl\u00e9.<\/p>\n<p>Et ne devenez pas des \u00ab\u00a0content zombies\u00a0\u00bb, produire du contenu n&rsquo;est un objectif que pour le r\u00e9dacteur qui doit produire ces contenus pour vivre. Balzac fut l&rsquo;un de ceux-l\u00e0. Mais les personnes capables de faire d&rsquo;une contrainte (le paiement \u00e0 la ligne) une force pour cr\u00e9er ne sont pas l\u00e9gion.<\/p>\n<p>Lisez la pr\u00e9sentation de Doug Kessler et son article de blog.<\/p>\n<p>[slideshare id=15931787&amp;doc=velocitycrap-130110064100-phpapp01]<\/p>\n<h3>La m&#8230;e est la plus grande menace pour le marketing de contenu B2B<\/h3>\n<blockquote class=\"quote-light\"><p>Tous les sondages montrent la m\u00eame tendance : 90 % des sp\u00e9cialistes du marketing pr\u00e9voient d\u00e9penser beaucoup plus pour le contenu cette ann\u00e9e que l&rsquo;an dernier. Il n&rsquo;y a pas besoin d&rsquo;un polytechnicien pour vous pr\u00e9dire qu&rsquo;une masse incroyable de contenus va nous atteindre. En tant que consommateurs et acheteurs, nous serons tous la cible d&rsquo;un raz-de-mar\u00e9e de livres \u00e9lectroniques, de blogs et d&rsquo;infographies. Et en tant que sp\u00e9cialistes du marketing, nous serons tous en concurrence avec une mar\u00e9e de contenus \u00e0 valeur ajout\u00e9e &#8230; Cette pr\u00e9sentation sur slideshare est tout enti\u00e8re d\u00e9di\u00e9e \u00e0 ce probl\u00e8me &#8211; et \u00e0 sa seule solution.<\/p><\/blockquote>\n<p>Source\u00a0: <em><a href=\"https:\/\/velocitypartners.com\/resources\/crap-the-single-biggest-threat-to-b2b-content-marketing\/\">Crap: the single biggest threat to B2B content marketing<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00ab\u00a0Crap\u00a0\u00bb oui, c&rsquo;est bien ce que vous pensez. Nous n&rsquo;oserions dire le mot en fran\u00e7ais, mais c&rsquo;est bien cela. La plus grande menace pour votre contenu B2B n&rsquo;est pas sa longueur (une chim\u00e8re r\u00e9currente des discussions sur le contenu Web : \u00ab\u00a0C&rsquo;est trop long\u00a0\u00bb, \u00ab\u00a0personne ne va lire \u00e7a\u00ab\u00a0, il faut du \u00ab\u00a0snackable content\u00a0\u00bb car &hellip;<\/p>\n","protected":false},"author":2,"featured_media":33733,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2852],"tags":[],"class_list":["post-33732","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>La plus grande menace pour le content marketing B2B<\/title>\n<meta name=\"description\" content=\"En content marketing B2B on entend tout et n&#039;importe quoi : il faut faire court, il faut standardiser. Doug Kessler met les pendules \u00e0 l&#039;heure\" \/>\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\/2019\/12\/09\/b2b-content-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La plus grande menace pour le content marketing B2B\" \/>\n<meta property=\"og:description\" content=\"En content marketing B2B on entend tout et n&#039;importe quoi : il faut faire court, il faut standardiser. Doug Kessler met les pendules \u00e0 l&#039;heure\" \/>\n<meta property=\"og:url\" content=\"https:\/\/visionarymarketing.com\/fr\/2019\/12\/09\/b2b-content-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing and Innovation\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/vismktg\" \/>\n<meta property=\"article:author\" content=\"http:\/\/facebook.com\/ygourven\" \/>\n<meta property=\"article:published_time\" content=\"2019-12-09T07:50:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-04-03T07:13:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/10\/CRAP_IMAGE_02-e1575897782795.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"520\" \/>\n\t<meta property=\"og:image:height\" content=\"340\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Yann Gourvennec\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ygourven\" \/>\n<meta name=\"twitter:site\" content=\"@ygourven\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Yann Gourvennec\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2019\\\/12\\\/09\\\/b2b-content-marketing\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2019\\\/12\\\/09\\\/b2b-content-marketing\\\/\"},\"author\":{\"name\":\"Yann Gourvennec\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#\\\/schema\\\/person\\\/3754fee1e558f47b8deb46f53c37423e\"},\"headline\":\"La plus grande menace pour le content marketing B2B\",\"datePublished\":\"2019-12-09T07:50:53+00:00\",\"dateModified\":\"2024-04-03T07:13:19+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2019\\\/12\\\/09\\\/b2b-content-marketing\\\/\"},\"wordCount\":1242,\"commentCount\":3,\"image\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2019\\\/12\\\/09\\\/b2b-content-marketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2019\\\/10\\\/CRAP_IMAGE_02-e1575897782795.jpg\",\"articleSection\":[\"Content Marketing\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2019\\\/12\\\/09\\\/b2b-content-marketing\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2019\\\/12\\\/09\\\/b2b-content-marketing\\\/\",\"url\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2019\\\/12\\\/09\\\/b2b-content-marketing\\\/\",\"name\":\"La plus grande menace pour le content marketing B2B\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2019\\\/12\\\/09\\\/b2b-content-marketing\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2019\\\/12\\\/09\\\/b2b-content-marketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2019\\\/10\\\/CRAP_IMAGE_02-e1575897782795.jpg\",\"datePublished\":\"2019-12-09T07:50:53+00:00\",\"dateModified\":\"2024-04-03T07:13:19+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#\\\/schema\\\/person\\\/3754fee1e558f47b8deb46f53c37423e\"},\"description\":\"En content marketing B2B on entend tout et n'importe quoi : il faut faire court, il faut standardiser. Doug Kessler met les pendules \u00e0 l'heure\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2019\\\/12\\\/09\\\/b2b-content-marketing\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2019\\\/12\\\/09\\\/b2b-content-marketing\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2019\\\/12\\\/09\\\/b2b-content-marketing\\\/#primaryimage\",\"url\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2019\\\/10\\\/CRAP_IMAGE_02-e1575897782795.jpg\",\"contentUrl\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2019\\\/10\\\/CRAP_IMAGE_02-e1575897782795.jpg\",\"width\":520,\"height\":340},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2019\\\/12\\\/09\\\/b2b-content-marketing\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"La plus grande menace pour le content marketing B2B\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#website\",\"url\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/\",\"name\":\"Marketing and Innovation\",\"description\":\"Site d&#039;infos ind\u00e9pendant, depuis 1996\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#\\\/schema\\\/person\\\/3754fee1e558f47b8deb46f53c37423e\",\"name\":\"Yann Gourvennec\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg\",\"caption\":\"Yann Gourvennec\"},\"description\":\"Yann Gourvennec created visionarymarketing.com in 1996. He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.\",\"sameAs\":[\"https:\\\/\\\/visionarymarketing.com\",\"http:\\\/\\\/facebook.com\\\/ygourven\",\"http:\\\/\\\/linkedin.com\\\/in\\\/ygourven\",\"https:\\\/\\\/x.com\\\/ygourven\",\"https:\\\/\\\/www.youtube.com\\\/c\\\/visionarymarketingagency\"],\"url\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/author\\\/yann-gourvennec\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"La plus grande menace pour le content marketing B2B","description":"En content marketing B2B on entend tout et n'importe quoi : il faut faire court, il faut standardiser. Doug Kessler met les pendules \u00e0 l'heure","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/visionarymarketing.com\/fr\/2019\/12\/09\/b2b-content-marketing\/","og_locale":"fr_FR","og_type":"article","og_title":"La plus grande menace pour le content marketing B2B","og_description":"En content marketing B2B on entend tout et n'importe quoi : il faut faire court, il faut standardiser. Doug Kessler met les pendules \u00e0 l'heure","og_url":"https:\/\/visionarymarketing.com\/fr\/2019\/12\/09\/b2b-content-marketing\/","og_site_name":"Marketing and Innovation","article_publisher":"https:\/\/www.facebook.com\/vismktg","article_author":"http:\/\/facebook.com\/ygourven","article_published_time":"2019-12-09T07:50:53+00:00","article_modified_time":"2024-04-03T07:13:19+00:00","og_image":[{"width":520,"height":340,"url":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/10\/CRAP_IMAGE_02-e1575897782795.jpg","type":"image\/jpeg"}],"author":"Yann Gourvennec","twitter_card":"summary_large_image","twitter_creator":"@ygourven","twitter_site":"@ygourven","twitter_misc":{"\u00c9crit par":"Yann Gourvennec","Dur\u00e9e de lecture estim\u00e9e":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"NewsArticle","@id":"https:\/\/visionarymarketing.com\/fr\/2019\/12\/09\/b2b-content-marketing\/#article","isPartOf":{"@id":"https:\/\/visionarymarketing.com\/fr\/2019\/12\/09\/b2b-content-marketing\/"},"author":{"name":"Yann Gourvennec","@id":"https:\/\/visionarymarketing.com\/fr\/#\/schema\/person\/3754fee1e558f47b8deb46f53c37423e"},"headline":"La plus grande menace pour le content marketing B2B","datePublished":"2019-12-09T07:50:53+00:00","dateModified":"2024-04-03T07:13:19+00:00","mainEntityOfPage":{"@id":"https:\/\/visionarymarketing.com\/fr\/2019\/12\/09\/b2b-content-marketing\/"},"wordCount":1242,"commentCount":3,"image":{"@id":"https:\/\/visionarymarketing.com\/fr\/2019\/12\/09\/b2b-content-marketing\/#primaryimage"},"thumbnailUrl":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/10\/CRAP_IMAGE_02-e1575897782795.jpg","articleSection":["Content Marketing"],"inLanguage":"fr-FR","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/visionarymarketing.com\/fr\/2019\/12\/09\/b2b-content-marketing\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/visionarymarketing.com\/fr\/2019\/12\/09\/b2b-content-marketing\/","url":"https:\/\/visionarymarketing.com\/fr\/2019\/12\/09\/b2b-content-marketing\/","name":"La plus grande menace pour le content marketing B2B","isPartOf":{"@id":"https:\/\/visionarymarketing.com\/fr\/#website"},"primaryImageOfPage":{"@id":"https:\/\/visionarymarketing.com\/fr\/2019\/12\/09\/b2b-content-marketing\/#primaryimage"},"image":{"@id":"https:\/\/visionarymarketing.com\/fr\/2019\/12\/09\/b2b-content-marketing\/#primaryimage"},"thumbnailUrl":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/10\/CRAP_IMAGE_02-e1575897782795.jpg","datePublished":"2019-12-09T07:50:53+00:00","dateModified":"2024-04-03T07:13:19+00:00","author":{"@id":"https:\/\/visionarymarketing.com\/fr\/#\/schema\/person\/3754fee1e558f47b8deb46f53c37423e"},"description":"En content marketing B2B on entend tout et n'importe quoi : il faut faire court, il faut standardiser. Doug Kessler met les pendules \u00e0 l'heure","breadcrumb":{"@id":"https:\/\/visionarymarketing.com\/fr\/2019\/12\/09\/b2b-content-marketing\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/visionarymarketing.com\/fr\/2019\/12\/09\/b2b-content-marketing\/"]}]},{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/visionarymarketing.com\/fr\/2019\/12\/09\/b2b-content-marketing\/#primaryimage","url":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/10\/CRAP_IMAGE_02-e1575897782795.jpg","contentUrl":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/10\/CRAP_IMAGE_02-e1575897782795.jpg","width":520,"height":340},{"@type":"BreadcrumbList","@id":"https:\/\/visionarymarketing.com\/fr\/2019\/12\/09\/b2b-content-marketing\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/visionarymarketing.com\/fr\/"},{"@type":"ListItem","position":2,"name":"La plus grande menace pour le content marketing B2B"}]},{"@type":"WebSite","@id":"https:\/\/visionarymarketing.com\/fr\/#website","url":"https:\/\/visionarymarketing.com\/fr\/","name":"Marketing and Innovation","description":"Site d&#039;infos ind\u00e9pendant, depuis 1996","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/visionarymarketing.com\/fr\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-FR"},{"@type":"Person","@id":"https:\/\/visionarymarketing.com\/fr\/#\/schema\/person\/3754fee1e558f47b8deb46f53c37423e","name":"Yann Gourvennec","image":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/secure.gravatar.com\/avatar\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg","url":"https:\/\/secure.gravatar.com\/avatar\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg","caption":"Yann Gourvennec"},"description":"Yann Gourvennec created visionarymarketing.com in 1996. He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.","sameAs":["https:\/\/visionarymarketing.com","http:\/\/facebook.com\/ygourven","http:\/\/linkedin.com\/in\/ygourven","https:\/\/x.com\/ygourven","https:\/\/www.youtube.com\/c\/visionarymarketingagency"],"url":"https:\/\/visionarymarketing.com\/fr\/author\/yann-gourvennec\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/33732","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/comments?post=33732"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/33732\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/33733"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=33732"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=33732"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=33732"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}