{"id":189,"date":"2022-05-20T15:18:00","date_gmt":"2022-05-20T13:18:00","guid":{"rendered":"http:\/\/breputatzt.cluster026.hosting.ovh.net\/blog\/?p=189"},"modified":"2024-06-05T11:58:36","modified_gmt":"2024-06-05T09:58:36","slug":"site-dentreprise-quelle-strategie-de-contenus-adopter","status":"publish","type":"post","link":"https:\/\/b-reputation.com\/fr\/blog\/index.php\/2022\/05\/20\/site-dentreprise-quelle-strategie-de-contenus-adopter\/","title":{"rendered":"Site d\u2019entreprise : quelle strat\u00e9gie de contenus adopter ?"},"content":{"rendered":"Temps de lecture\u00a0: <\/span> 3<\/span> minutes<\/span><\/span>\n

Ce que l\u2019on nomme \u201cstrat\u00e9gie de contenus\u201d, ou\u00a0\u201ccontent marketing\u201d, d\u00e9signe l\u2019ensemble des choix \u00e9ditoriaux contribuant \u00e0 am\u00e9liorer les r\u00e9sultats d\u2019une entreprise. Par exemple, la cr\u00e9ation de contenus est souvent privil\u00e9gi\u00e9e lors d\u2019un\u00a0travail de r\u00e9f\u00e9rencement naturel\u00a0car, bien r\u00e9alis\u00e9e, elle am\u00e9liore le positionnement d\u2019un site dans les r\u00e9sultats des\u00a0moteurs de recherche. Mais on ne l\u2019\u00e9voque pas que dans ce contexte : une strat\u00e9gie de contenus peut \u00e9galement \u00eatre mise en place dans une optique de r\u00e9assurance, pour travailler son image de marque, ou encore pour\u00a0acqu\u00e9rir un statut d\u2019expert\u00a0dans un domaine pr\u00e9cis. Quoi qu\u2019il en soit, s\u2019il n\u2019existe pas de \u201cformule magique\u201d permettant de mettre en place une strat\u00e9gie de contenus id\u00e9ale pour chaque site d\u2019entreprise, quelques bonnes pratiques sont applicables dans la grande majorit\u00e9 des cas. Comment d\u00e9finir et mettre en place une strat\u00e9gie de contenus pertinente pour sa propre soci\u00e9t\u00e9 ?<\/strong><\/p>\n\n\n\n

D\u00e9finir sa strat\u00e9gie de contenus<\/h2>\n\n\n\n
    \n
  • La premi\u00e8re \u00e9tape de l\u2019\u00e9laboration d\u2019une\u00a0strat\u00e9gie de contenus\u00a0adapt\u00e9e n\u00e9cessite de s\u2019interroger sur la nature m\u00eame de son entreprise. Autrement dit, il s\u2019agit de (re)mettre au clair son identit\u00e9 : quelles sont les valeurs de la soci\u00e9t\u00e9, quelle est sa \u201cpersonnalit\u00e9\u201d ? S\u2019il fallait la d\u00e9finir en une phrase seulement, quelle serait-elle ? L\u2019objectif de ces interrogations est de tracer les contours de la future ligne \u00e9ditoriale, afin de la faire correspondre \u00e0 l\u2019image de l\u2019entreprise, et aux messages qu\u2019elle souhaite v\u00e9hiculer,<\/li>\n\n\n\n
  • Avant d\u2019aller plus loin dans la d\u00e9finition de sa strat\u00e9gie de contenus, il faut en d\u00e9terminer les objectifs. Le but de celle-ci est-il d\u2019am\u00e9liorer les ventes ? De raviver l\u2019int\u00e9r\u00eat des clients ? De convaincre des prospects ? Ainsi, il sera plus facile d\u2019identifier les sujets \u00e0 traiter sans disperser les efforts de l\u2019\u00e9quipe de production,<\/li>\n\n\n\n
  • Fixer des objectifs permet \u00e9galement d\u2019identifier la cible vis\u00e9e, autrement dit, ceux \u00e0 qui le contenu s\u2019adresse. Si le but est de rassurer de futurs consommateurs sur le s\u00e9rieux de l\u2019entreprise, on peut par exemple commencer par analyser le tunnel de conversion existant, et mettre en valeur\u00a0des \u201ccas clients\u201d, au moment le plus critique. Ici, comprendre sa cible, son identit\u00e9, ses questionnements et ses doutes, permet de s\u00e9lectionner des cas clients qui lui ressemblent et qui r\u00e9pondent \u00e0 ses probl\u00e9matiques.<\/li>\n<\/ul>\n\n\n\n

    Quel type de contenu produire ?<\/h2>\n\n\n\n

    En fonction des \u00e9l\u00e9ments d\u00e9j\u00e0 d\u00e9termin\u00e9s et du mod\u00e8le de l\u2019entreprise, le type de contenu \u201cid\u00e9al\u201d (s\u2019il existe\u2026!) va varier. Le but est de cr\u00e9er une synergie entre les attentes de l\u2019auditoire identifi\u00e9, et les objectifs de la soci\u00e9t\u00e9.<\/p>\n\n\n\n

      \n
    • Ainsi, pour une entreprise\u00a0Business to Consumer<\/em>\u00a0(BtoC), on trouve souvent du contenu visant \u00e0 mettre en valeur des produits ou services : vid\u00e9os de pr\u00e9sentation, description des fonctionnalit\u00e9s, ou avis clients. Concernant les entreprises\u00a0Business to Business<\/em>\u00a0(BtoB), le contenu sert plus particuli\u00e8rement \u00e0 valoriser l\u2019activit\u00e9 de la soci\u00e9t\u00e9. On trouve par exemple\u00a0des livres blancs, des articles de blog, des newsletters ou\u00a0des infographies, disponibles en libre acc\u00e8s ou en indiquant son adresse email. Plusieurs formats diff\u00e9rents peuvent cohabiter, \u00e0 condition qu\u2019une coh\u00e9rence d\u2019ensemble soit maintenue,<\/li>\n\n\n\n
    • M\u00eame si tr\u00e8s peu de contenus ont d\u00e9j\u00e0 \u00e9t\u00e9 publi\u00e9 au moment de la (re)d\u00e9finition de la strat\u00e9gie \u00e9ditoriale, il est int\u00e9ressant de les analyser d\u2019un point de vue statistique, tout comme le reste des pages du site. Quelles sont ceux attirant le plus de visiteurs, et de quoi parlent-ils ? De m\u00eame, si une barre de recherche interne existe,\u00a0quels mots-cl\u00e9s\u00a0sont le plus souvent saisis ?<\/li>\n\n\n\n
    • Enfin, il est bien souvent utile de s\u2019interroger sur ce que produit la concurrence, pour s\u2019en inspirer ou au contraire, en prendre le contrepied. Il ne s\u2019agit pas, bien s\u00fbr, de s\u2019approprier les contenus des autres en les publiant tel quel, mais plut\u00f4t de s\u2019inspirer des sujets \u00e9voqu\u00e9s, en les optimisant pour son propre r\u00e9f\u00e9rencement, en travaillant les mots-cl\u00e9s relatifs \u00e0 sa propre activit\u00e9.<\/li>\n<\/ul>\n\n\n\n

      Mettre en place sa strat\u00e9gie de contenus<\/h2>\n\n\n\n
        \n
      • Vient enfin le moment de la mise en action concr\u00e8te de la nouvelle strat\u00e9gie de contenus ! Il s\u2019agit alors de faire un choix en termes de\u00a0gestion des ressources humaines\u00a0: est-il possible de r\u00e9partir la charge de travail au sein de l\u2019\u00e9quipe ? Dans le cas contraire, faut-il embaucher un r\u00e9dacteur, ou externaliser la production de contenus ? Quel budget peut \u00eatre allou\u00e9 \u00e0 ce nouveau p\u00f4le ?<\/li>\n\n\n\n
      • Une fois les ressources disponibles clairement identifi\u00e9es, et la ligne \u00e9ditoriale d\u00e9finie, ces deux \u00e9l\u00e9ments peuvent \u00eatre consign\u00e9s dans un calendrier \u00e9ditorial. Celui-ci permet de fixer un rythme de production, et offre de la visibilit\u00e9 sur les objectifs de publications attendus. Cela dit, un calendrier \u00e9ditorial n\u2019a pas vocation \u00e0 \u00eatre grav\u00e9 dans le marbre : il peut \u00eatre int\u00e9ressant de s\u2019autoriser une certaine souplesse, afin de se donner l\u2019occasion de rebondir sur l\u2019actualit\u00e9 lorsque celle-ci est pertinente,<\/li>\n\n\n\n
      • Lorsque les contenus r\u00e9dig\u00e9s et publi\u00e9s, il ne reste \u201cplus\u201d qu\u2019\u00e0 les promouvoir !\u00a0Les r\u00e9seaux sociaux\u00a0sont de formidables outils de partage, et permettent \u00e9galement de constituer une communaut\u00e9 d\u2019internautes qualifi\u00e9s. En fonction de leur int\u00e9r\u00eat pour les publications partag\u00e9es, il est tout \u00e0 fait envisageable de r\u00e9aliser quelques ajustements dans le choix des futurs sujets abord\u00e9s, ou sur les horaires de publication en fonction des pics de fr\u00e9quentation observ\u00e9s. Ainsi, la strat\u00e9gie de contenus a vocation \u00e0 constamment s\u2019am\u00e9liorer !<\/li>\n<\/ul>\n\n\n\n

        Mettre en place sa propre strat\u00e9gie de contenus revient bien souvent \u00e0 faire un premier pas vers une strat\u00e9gie digitale plus globale. C\u2019est en tout cas une \u00e9tape primordiale pour devenir visible sur le Web !<\/p>\n","protected":false},"excerpt":{"rendered":"

        Temps de lecture\u00a0: <\/span> 3<\/span> minutes<\/span><\/span>Ce que l\u2019on nomme \u201cstrat\u00e9gie de contenus\u201d, ou\u00a0\u201ccontent marketing\u201d, d\u00e9signe l\u2019ensemble des choix \u00e9ditoriaux contribuant \u00e0 am\u00e9liorer les r\u00e9sultats d\u2019une entreprise. Par exemple, la cr\u00e9ation de contenus est […]<\/p>\n","protected":false},"author":4,"featured_media":190,"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":[29,28,26],"class_list":["post-189","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-communication-digitale","tag-entreprendre-en-ligne","tag-referencement-naturel"],"featured_image_src":"https:\/\/pages.b-reputation.com\/wp-content\/uploads\/2024\/05\/site-entreprise-quelle-strategie-de-contenus.png","author_info":{"display_name":"Margaux Blanc","author_link":"https:\/\/b-reputation.com\/fr\/blog\/index.php\/author\/mblanc\/"},"yoast_head":"\nSite d\u2019entreprise : quelle strat\u00e9gie de contenus adopter ? - 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\/20\/site-dentreprise-quelle-strategie-de-contenus-adopter\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Site d\u2019entreprise : quelle strat\u00e9gie de contenus adopter ? - B-REPUTATION\" \/>\n<meta property=\"og:description\" content=\"Temps de lecture\u00a0: 3 minutesCe que l\u2019on nomme \u201cstrat\u00e9gie de contenus\u201d, ou\u00a0\u201ccontent marketing\u201d, d\u00e9signe l\u2019ensemble des choix \u00e9ditoriaux contribuant \u00e0 am\u00e9liorer les r\u00e9sultats d\u2019une entreprise. 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