{"id":9096,"date":"2013-09-24T05:24:25","date_gmt":"2013-09-24T03:24:25","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=9096"},"modified":"2022-06-07T08:48:52","modified_gmt":"2022-06-07T06:48:52","slug":"marketing-du-contenu-brand-content-en-b2b-et-b2c-au-royaume-uni-mind-the-gap","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2013\/09\/24\/marketing-du-contenu-brand-content-en-b2b-et-b2c-au-royaume-uni-mind-the-gap\/","title":{"rendered":"Marketing de contenu en B2B et B2C au Royaume Uni : \u00ab\u00a0mind the gap!\u00a0\u00bb"},"content":{"rendered":"

Lors d’un pr\u00e9c\u00e9dent article, j’avais pos\u00e9 la question de l’adoption du<\/a> marketing de contenu (alias \u00ab\u00a0brand content\u00a0\u00bb) en France<\/a> et notamment dans les PME. Voici une \u00e9tude du content marketing institute<\/span> qui montre l’\u00e9norme\u00a0 foss\u00e9 qui nous s\u00e9pare du Royaume-Uni.<\/em><\/p>\n

Marketing de contenu en B2B et B2C au Royaume Uni : \u00ab\u00a0mind the gap!\u00a0\u00bb<\/h2>\n
\"Marketing
Marketing de contenu en B2B et B2C au Royaume Uni : \u00ab\u00a0mind the gap!\u00a0\u00bb<\/figcaption><\/figure>\n

Si 70% des sites Web des PME ne sont jamais mis \u00e0 jour en France (source : Serge Henri Saint Michel<\/a>), une vaste majorit\u00e9 des entreprises d’outre manche ont saut\u00e9 le pas du marketing de contenu (95% des entreprises en B2B ayant r\u00e9pondu au questionnaire, sur un \u00e9chantillon somme toute assez faible, mais tr\u00e8s vari\u00e9).<\/p>\n

La faiblesse de l’\u00e9chantillon nous oblige \u00e0 la prudence mais il indique bien une tendance lourde qu’il est facile \u00e0 saisir. Quand en France on en est encore \u00e0 batailler sur le fait de faire ou non des livres blancs (\u00ab\u00a0les livres blancs ne servent \u00e0 rien ! etc. etc.\u00a0\u00bb), au Royaume Uni, cette fonction est int\u00e9gr\u00e9e \u00e0 100% dans la pens\u00e9e Marketing et n’est sous-trait\u00e9e qu’\u00e0 55% sur l’\u00e9chantillon.<\/p>\n

On remarquera cependant que les interview\u00e9s ne sont pas toujours satisfaits des r\u00e9sultats : environ une grosse moiti\u00e9 se retrouvent au milieu de l’\u00e9chelle, soit car ils ne mesurent pas bien leurs r\u00e9sultats et en cons\u00e9quence r\u00e9pondent dans la moyenne ; soit parce la comp\u00e9tition sur le marketing de contenu est beaucoup plus f\u00e9roce qu’ici et que pour se d\u00e9marquer avec un contenu en Anglais, il faut vraiment faire un tr\u00e8s gros effort d’originalit\u00e9.<\/p>\n

https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/09\/ukresearchcmi2013final-130310193003-phpapp01.pdf<\/p>\n","protected":false},"excerpt":{"rendered":"

Lors d’un pr\u00e9c\u00e9dent article, j’avais pos\u00e9 la question de l’adoption du marketing de contenu (alias \u00ab\u00a0brand content\u00a0\u00bb) en France et notamment dans les PME. Voici une \u00e9tude du content marketing institute qui montre l’\u00e9norme\u00a0 foss\u00e9 qui nous s\u00e9pare du Royaume-Uni. Marketing de contenu en B2B et B2C au Royaume Uni : \u00ab\u00a0mind the gap!\u00a0\u00bb Si …<\/p>\n","protected":false},"author":2,"featured_media":61084,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2852],"tags":[],"class_list":["post-9096","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing"],"yoast_head":"\nMarketing de contenu en B2B et B2C au Royaume Uni : "mind the gap!"<\/title>\n<meta name=\"description\" content=\"Quelle adoption du marketing de contenu en France vs le Royaume-Uni. 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