{"id":177,"date":"2022-05-31T14:28:00","date_gmt":"2022-05-31T12:28:00","guid":{"rendered":"http:\/\/breputatzt.cluster026.hosting.ovh.net\/blog\/?p=177"},"modified":"2024-06-05T11:58:24","modified_gmt":"2024-06-05T09:58:24","slug":"quest-ce-que-le-content-marketing","status":"publish","type":"post","link":"https:\/\/b-reputation.com\/fr\/blog\/index.php\/2022\/05\/31\/quest-ce-que-le-content-marketing\/","title":{"rendered":"Qu\u2019est-ce que le content marketing ?"},"content":{"rendered":"Temps de lecture\u00a0: <\/span> 3<\/span> minutes<\/span><\/span>\n

Parall\u00e8lement au d\u00e9veloppement exponentiel d\u2019Internet, le content marketing est devenu une strat\u00e9gie tr\u00e8s pris\u00e9e par les dirigeants. L\u2019expression renvoie \u00e0 la production programm\u00e9e de contenus, le plus souvent en lien avec le secteur d\u2019activit\u00e9 de l\u2019entreprise, pour r\u00e9pondre aux\u00a0besoins d\u2019informations des clients. Que ce soit en B2B ou B2C, l\u2019objectif principal est de gagner en visibilit\u00e9 et\u00a0d\u2019am\u00e9liorer son r\u00e9f\u00e9rencement, m\u00eame si les strat\u00e9gies de contenu divergent, sur la forme comme sur le fond. Mais, concr\u00e8tement, que recouvre l\u2019expression content marketing ? Quels avantages les entreprises peuvent-elle en tirer ?<\/strong><\/p>\n\n\n\n

Content marketing : d\u00e9finition et enjeux<\/h2>\n\n\n\n

Le content marketing est une strat\u00e9gie de\u00a0cr\u00e9ation et de partage de contenus m\u00e9dias\u00a0par une entreprise pour d\u00e9velopper son activit\u00e9 et ancrer son expertise. En B2C, on retrouvera des contenus de type articles ou vid\u00e9os de description de produits ou encore du contenu UGC (User Generated Content<\/em>), c\u2019est-\u00e0-dire du contenu cr\u00e9\u00e9 par les visiteurs sur les r\u00e9seaux sociaux,\u00a0les sites de recueil d\u2019avis\u00a0ou sur les forums clients. Le content marketing B2B, lui, se partage sous la forme de livres blancs, de billets de blog d\u2019entreprise, de webinars,\u00a0d\u2019infographies ou encore de paroles d\u2019experts, afin de valoriser son activit\u00e9 et de susciter l\u2019int\u00e9r\u00eat du lecteur. Ce contenu peut \u00eatre en libre acc\u00e8s ou accessible uniquement en y laissant son adresse mail (on parle alors de\u00a0gated content<\/em>).
La production de contenus \u00e9ditoriaux peut aussi bien \u00eatre internalis\u00e9e ou \u00e9dit\u00e9e par une\u00a0agence de contenu marketing.\u00a0Pour vous accompagner, il existe \u00e9galement des plateformes de content marketing qui permettent de produire et promouvoir du contenu \u00e9ditorial.Quizz\u00a0: \u00e9valuez votre\u00a0maturit\u00e9\u00a0digitale en\u00a010\u00a0questions\u00a0!<\/p>\n\n\n\n

Les objectifs du content marketing<\/h2>\n\n\n\n

A l\u2019inverse d\u2019une strat\u00e9gie d\u2019outbound marketing<\/em>\u00a0selon laquelle une entreprise cible et approche des clients potentiels, la strat\u00e9gie marketing de contenu s\u2019inscrit dans une d\u00e9marche d\u2019inbound marketing<\/em>, qui consiste \u00e0 amener le client vers soi gr\u00e2ce \u00e0 son contenu \u00e9ditorial. En B2B, un tel contenu appuie le lead management, c\u2019est-\u00e0-dire toutes les pratiques visant \u00e0 cr\u00e9er et renforcer les\u00a0relations avec les leads, qui ne sont pas encore pr\u00eats \u00e0 passer le cap de l\u2019acte d\u2019achat. Pour qu\u2019ils deviennent de v\u00e9ritables prospects, il faut les nourrir en contenu \u00e9ditorial (lead nurturing<\/em>) et analyser leurs interactions avec les contenus diffus\u00e9s. En B2C, outre la volont\u00e9 de g\u00e9n\u00e9rer de l\u2019audience, les objectifs sont\u00a0cibl\u00e9s sur le support client\u00a0et la valorisation de la marque, le but \u00e9tant de gagner en visibilit\u00e9.
Avec l\u2019explosion des flux d\u2019information sur Internet, la diffusion de contenus cro\u00eet beaucoup plus vite que le temps et l\u2019attention que les lecteurs y consacrent (ph\u00e9nom\u00e8ne de\u00a0content shock<\/em>). Pour pallier la baisse d\u2019audience, offrez aux visiteurs du contenu de qualit\u00e9 durable (evergreen content<\/em>), pour renforcer votre cr\u00e9dibilit\u00e9 et votre r\u00e9f\u00e9rencement, ou bien du\u00a0snackable content<\/em>, c\u2019est-\u00e0-dire du contenu rapide \u00e0 lire (gifographie, infographie, vid\u00e9os\u2026). \u00c9vitez la curation de contenu qui consiste \u00e0 appuyer sa strat\u00e9gie sur du simple partage de contenus d\u00e9j\u00e0 existants via des flux RSS de veille qui r\u00e9cup\u00e8rent automatiquement des articles.<\/p>\n\n\n\n

Quels avantages peut-on en tirer ?<\/h2>\n\n\n\n

Cette strat\u00e9gie marketing de contenu vous permettra, en premier lieu, de\u00a0gagner en visibilit\u00e9\u00a0et en r\u00e9f\u00e9rencement. Gr\u00e2ce \u00e0 \u00ab\u00a0l\u2019exportation\u00a0\u00bb de contenu, qui consiste \u00e0 diffuser du contenu sur un autre site web pour b\u00e9n\u00e9ficier de son audience, vous serez plus visible. Avec votre contenu \u00e9ditorial, vous augmenterez \u00e9galement votre cr\u00e9dibilit\u00e9, en asseyant votre expertise.
Si vous\u00a0fid\u00e9lisez vos clients\u00a0actuels, en d\u00e9veloppant votre\u00a0pr\u00e9sence sur Internet\u00a0gr\u00e2ce \u00e0 votre contenu \u00e9ditorial ou UGC, le marketing content permet \u00e9galement d\u2019attirer de nouveaux prospects en r\u00e9coltant des contacts de plusieurs mani\u00e8res : cr\u00e9er des formulaires \u00e0 remplir, publier du\u00a0gated content<\/em>, mettre \u00e0 disposition un livre blanc \u00e0 t\u00e9l\u00e9charger par mail\u2026 Autant d\u2019informations qui vous permettront de qualifier les lecteurs. En analysant leurs interactions avec votre contenu, vous pourrez \u00e9tablir un score d\u2019engagement pour chaque lecteur pour savoir lesquels pourront potentiellement devenir de solides prospects. N\u2019h\u00e9sitez pas \u00e0 les approcher par mail ou par t\u00e9l\u00e9phone, suite \u00e0 ce premier contact.<\/p>\n\n\n\n

La strat\u00e9gie de content marketing vous permet donc de gagner en visibilit\u00e9, en\u00a0am\u00e9liorant votre r\u00e9f\u00e9rencement, mais aussi en cr\u00e9dibilit\u00e9. Pour am\u00e9liorer\u00a0l\u2019exp\u00e9rience des lecteurs, il existe de nombreuses fonctionnalit\u00e9s telles que la recommandation de contenu personnalis\u00e9, selon le profil du lecteur, ou la cr\u00e9ation de formulaire de contact pr\u00e9-rempli gr\u00e2ce aux cookies, qui faciliteront les interactions.<\/p>\n","protected":false},"excerpt":{"rendered":"

Temps de lecture\u00a0: <\/span> 3<\/span> minutes<\/span><\/span>Parall\u00e8lement au d\u00e9veloppement exponentiel d\u2019Internet, le content marketing est devenu une strat\u00e9gie tr\u00e8s pris\u00e9e par les dirigeants. L\u2019expression renvoie \u00e0 la production programm\u00e9e de contenus, le plus souvent […]<\/p>\n","protected":false},"author":4,"featured_media":178,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ub_ctt_via":"","_uag_custom_page_level_css":"","fifu_image_url":"","fifu_image_alt":"","footnotes":""},"categories":[43],"tags":[29,26,25,42],"class_list":["post-177","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-communication-digitale","tag-referencement-naturel","tag-relation-client","tag-strategie-marketing"],"featured_image_src":"https:\/\/pages.b-reputation.com\/wp-content\/uploads\/2024\/05\/qu-est-ce-que-le-content-marketing.png","author_info":{"display_name":"Margaux Blanc","author_link":"https:\/\/b-reputation.com\/fr\/blog\/index.php\/author\/mblanc\/"},"yoast_head":"\nQu\u2019est-ce que le content marketing ? - B-REPUTATION<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/b-reputation.com\/fr\/blog\/index.php\/2022\/05\/31\/quest-ce-que-le-content-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Qu\u2019est-ce que le content marketing ? - B-REPUTATION\" \/>\n<meta property=\"og:description\" content=\"Temps de lecture\u00a0: 3 minutesParall\u00e8lement au d\u00e9veloppement exponentiel d\u2019Internet, le content marketing est devenu une strat\u00e9gie tr\u00e8s pris\u00e9e par les dirigeants. 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L\u2019expression renvoie \u00e0 la production programm\u00e9e de contenus, le plus souvent […]","_links":{"self":[{"href":"https:\/\/b-reputation.com\/fr\/blog\/index.php\/wp-json\/wp\/v2\/posts\/177","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/b-reputation.com\/fr\/blog\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/b-reputation.com\/fr\/blog\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/b-reputation.com\/fr\/blog\/index.php\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/b-reputation.com\/fr\/blog\/index.php\/wp-json\/wp\/v2\/comments?post=177"}],"version-history":[{"count":1,"href":"https:\/\/b-reputation.com\/fr\/blog\/index.php\/wp-json\/wp\/v2\/posts\/177\/revisions"}],"predecessor-version":[{"id":179,"href":"https:\/\/b-reputation.com\/fr\/blog\/index.php\/wp-json\/wp\/v2\/posts\/177\/revisions\/179"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/b-reputation.com\/fr\/blog\/index.php\/wp-json\/wp\/v2\/media\/178"}],"wp:attachment":[{"href":"https:\/\/b-reputation.com\/fr\/blog\/index.php\/wp-json\/wp\/v2\/media?parent=177"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/b-reputation.com\/fr\/blog\/index.php\/wp-json\/wp\/v2\/categories?post=177"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/b-reputation.com\/fr\/blog\/index.php\/wp-json\/wp\/v2\/tags?post=177"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}