{"id":17266,"date":"2019-01-23T07:58:11","date_gmt":"2019-01-23T06:58:11","guid":{"rendered":"https:\/\/academy.visiplus.com\/blog\/?p=17266"},"modified":"2019-02-08T14:14:25","modified_gmt":"2019-02-08T13:14:25","slug":"quelle-strategie-marketing-de-contenus-en-2019","status":"publish","type":"post","link":"https:\/\/academy.visiplus.com\/blog\/articles-invites\/quelle-strategie-marketing-de-contenus-en-2019-2019-01-23","title":{"rendered":"Quelle strat\u00e9gie marketing de contenus en 2019 ?"},"content":{"rendered":"<p>Le web et ses usages \u00e9voluent. Les algorithmes s\u2019adaptent tr\u00e8s vite.\u00a0\u00a0Face \u00e0 ces \u00e9volutions permanentes, comment, pour une marque, rester visible, cr\u00e9er de l\u2019engagement, \u00eatre compris par les moteurs de recherche et g\u00e9n\u00e9rer du trafic business en 2019\u00a0? Petit tour d\u2019horizon des tendances et bonnes pratiques et des enjeux d\u2019aujourd\u2019hui et demain.<\/p>\n<h2>1 \u2013 Google impose son rythme\u2026 et son algorithme<\/h2>\n<p>R\u00e9pondre aux exigences de Google et suivre les \u00e9volutions de son algorithme est devenu un enjeu majeur pour toute marque.<\/p>\n<p>Le socle technique reste la base d\u2019un bon r\u00e9f\u00e9rencement\u00a0\u00a0et est indispensable pour\u00a0<a href=\"https:\/\/academy.visiplus.com\/blog\/search-marketing\/17-facteurs-de-classement-a-connaitre-pour-optimiser-son-positionnement-sur-google-2018-09-28\" target=\"_blank\">un bon ranking<\/a>\u00a0SEO. Cela passe notamment un site s\u00e9curis\u00e9 HTTPS, mobile-first, des contenus avec un titre, une m\u00e9ta description, des contenus riches, illustr\u00e9s, segment\u00e9s, l\u2019UX Design c\u2019est-\u00e0-dire centr\u00e9 sur l\u2019exp\u00e9rience clients, etc. Il faut publier r\u00e9guli\u00e8rement et avoir une bonne structure ainsi que des backlinks.<\/p>\n<p>Pour autant,\u00a0un bon positionnement en SEO\u00a0\u00a0ne suffit plus, il faut \u00e9galement\u00a0\u00a0un bon\u00a0<a href=\"https:\/\/academy.visiplus.com\/blog\/search-marketing\/google-adwords-5-astuces-pour-augmenter-votre-niveau-de-qualite-2015-11-26\" target=\"_blank\">Quality Score<\/a>. Pour ce faire, une marque se doit d\u2019\u00eatre pertinente et de renforcer son E.A.T. De quoi s\u2019agit-il\u00a0?<br \/>\nE pour\u00a0Expertise, A pour\u00a0Autorit\u00e9, T pour\u00a0Truth ou Trust. Un contenu se doit de r\u00e9ponde \u00e0 ces crit\u00e8res\u00a0:<\/p>\n<ul>\n<li>des contenus Expert c\u2019est-\u00e0-dire \u00e0 forte valeur ajout\u00e9e<\/li>\n<li>des contenus qui font Autorit\u00e9, c\u2019est-\u00e0-dire sign\u00e9 par un auteur, reconnu dans son domaine<\/li>\n<li>des contenus qui g\u00e9n\u00e8rent de la confiance, c\u2019est-\u00e0-dire un contenu fiable qui g\u00e9n\u00e8re des avis positifs et de l\u2019engagement.<\/li>\n<\/ul>\n<p>Le\u00a0EAT fait partie des 3 crit\u00e8res de notations de la qualit\u00e9 d\u2019une page par Google.<\/p>\n<p>Si jusqu\u2019alors ce crit\u00e8re \u00e9tait appliqu\u00e9 essentiellement aux secteurs de la finance, de la sant\u00e9 et de la s\u00e9curit\u00e9, demain ce sont tous les secteurs qui seront directement concern\u00e9s.<\/p>\n<p>Un\u00a0<a href=\"https:\/\/academy.visiplus.com\/blog\/strat-marketing\/5-bonnes-raisons-de-creer-un-blog-sur-votre-site-e-commerce-2018-11-16\" target=\"_blank\">blog<\/a>\u00a0, les livres blancs, infographies, etc, et les r\u00e9seaux sociaux sont des exemples d\u2019outils permettant d\u2019atteindre ces objectifs.<\/p>\n<p>Autre \u00e9volution significative\u00a0pour les ann\u00e9es \u00e0 venir : la\u00a0recherche vocale\u00a0qui explose avec la d\u00e9mocratisation des assistants vocaux. Demain, 30% des requ\u00eates seront vocales c\u2019est-\u00e0-dire un questionnement au-del\u00e0 de 3 mots.<br \/>\n&gt;&gt;\u00a0Cela signifie qu\u2019il faut d\u00e8s maintenant\u00a0rechercher la position \u00ab\u00a00\u00a0\u00bb et repenser tous ses contenus dans une approche conversationnelle, qui apporte une r\u00e9ponse.<\/p>\n<h2>2 \u2013 Faire vivre sa marque<\/h2>\n<p>Si les nouvelles technologies ont la cote, le contenu doit rester au centre des strat\u00e9gies des marques car le contenu vie aussi sa propre r\u00e9volution\u00a0!<\/p>\n<p>Je l\u2019ai \u00e9voqu\u00e9e, il est primordial pour une marque d\u2019apporter de la valeur ajout\u00e9e \u00e0 sa communaut\u00e9. Cela passe par des contenus innovants, diff\u00e9renciants, authentiques, qui parlent \u00e0 la communaut\u00e9 et provoquent des \u00e9motions.<\/p>\n<p>La puissance \u00e9motionnelle\u00a0devient un facteur cl\u00e9 de succ\u00e8s. Les r\u00e9seaux sociaux sont les vecteurs du\u00a0<a href=\"https:\/\/academy.visiplus.com\/blog\/contenu-web\/utiliser-les-reseaux-sociaux-pour-lancer-sa-strategie-brand-content-2017-03-08\" target=\"_blank\">Brand Content<\/a>, Instagram et YouTube en 1er\u00a0lieu. Rappelons ici que Instagram g\u00e9n\u00e8re un\u00a0\u00a0taux d\u2019engagement moyen de 4.21%,\u00a0le plus fort des r\u00e9seaux sociaux avec ses contenus visuels et vid\u00e9os ! Quant \u00e0 Youtube, cr\u00e9er une chaine devient incontournable pour une marque, 1 minute de vid\u00e9os \u00e9quivaut \u00e0 pas moins de 1.6 million de mots\u00a0!<\/p>\n<p>Au-del\u00e0 de la photo et de la vid\u00e9o, une nouvelle tendance de fond se d\u00e9gage\u00a0: la production sonore et\u00a0le\u00a0Podcast qui revient en force\u00a0et devient bien plus qu\u2019une radio de rattrapage, avec son\u00a0pouvoir \u00e9motionnel fort.\u00a0Le podcast natif, con\u00e7u et produit pour \u00eatre diffus\u00e9 sur internet\u00a0\u00a0est une nouvelle mani\u00e8re de capter l\u2019attention en tout lieu et sans obligation de connexion. Il permet de faire du\u00a0<a href=\"https:\/\/www.indexel.com\/ressources\/guide-pour-la-redaction-darticles-web-le-storytelling-digital\" target=\"_blank\">storytelling<\/a>\u00a0en plusieurs \u00e9pisodes, avec une nouvelle libert\u00e9 et fraicheur de ton.<\/p>\n<p>Quand une marque a un discours solide, authentique, utile, qui touche aux \u00e9motions, alors le discours peut \u00eatre repris par d\u2019autres\u00a0:\u00a0les clients deviennent les ambassadeurs\u00a0de la marque, tout comme les collaborateurs (notion d\u2019Employee Advocacy) \u00a0deviennent \u00e9galement des ambassadeurs.\u00a0\u00a0C\u2019est\u00a0l\u2019\u00e9tape du l\u00e2cher-prise\u00a0: d\u2019autres parlent de la marque avec leurs propres mots dans un langage r\u00e9el.<\/p>\n<p>Alors, la marque peut adopter une nouvelle\u00a0strat\u00e9gie de co-construction\u00a0au travers de ses ambassadeurs pour apporter authenticit\u00e9 et une v\u00e9rit\u00e9\u00a0d\u2019autant plus forte que ce n\u2019est plus la marque elle-m\u00eame qui parle mais elle parle au travers de sa communaut\u00e9. Le story telling se transforme en\u00a0story living\u00a0: on part d\u2019une histoire vraie au lieu d\u2019avoir \u00e0 inventer et construire une histoire\u00a0!<\/p>\n<p>En conclusion, une marque doit travailler son marketing de contenus pour \u00eatre bien r\u00e9f\u00e9renc\u00e9e par Google et les assistants vocaux (position 0), elle doit faire vivre sa marque de fa\u00e7on coh\u00e9rente au travers ses contenus et dans la vie r\u00e9elle, pousser ses contenus sur les m\u00e9dias sociaux. En donnant de la densit\u00e9 et de la profondeur \u00e0 ses contenus pour qu\u2019ils deviennent l\u00e9gitimes &amp; utiles et soient port\u00e9s par d\u2019autres influenceurs et experts et collaborateurs, dans une posture de dialogue.<\/p>\n<h2>\u00c0 propos : C\u00e9cile Tessier<\/h2>\n<p>Avec une exp\u00e9rience tourn\u00e9e vers le client, en communication globale, en marketing op\u00e9rationnel et webmarketing, C\u00e9cile s&rsquo;est r\u00e9cemment form\u00e9e aux nouvelles facettes du digital offrant ainsi une solution globale pour r\u00e9pondre aux besoins de l\u2019entreprise. Elle propose ses comp\u00e9tences \u00e0 une structure de la r\u00e9gion nantaise qui souhaite conforter son marketing on &amp; off line.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le web et ses usages \u00e9voluent. Les algorithmes s\u2019adaptent tr\u00e8s vite.\u00a0\u00a0Face \u00e0 ces \u00e9volutions permanentes, comment, pour une marque, rester visible, cr\u00e9er de l\u2019engagement, \u00eatre compris par les moteurs de recherche et g\u00e9n\u00e9rer du trafic&#8230;<\/p>\n","protected":false},"author":10,"featured_media":17267,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[853],"tags":[1150,975,1312],"class_list":["post-17266","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles-invites","tag-optimisation-de-contenus","tag-strategie","tag-tendances-2019"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.9-RC5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Quelle strat\u00e9gie marketing de contenus en 2019 ? - VISIPLUS academy<\/title>\n<meta name=\"description\" content=\"Le web et ses usages \u00e9voluent. 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