{"id":2103,"date":"2014-01-29T14:39:14","date_gmt":"2014-01-29T13:39:14","guid":{"rendered":"http:\/\/blog.visiplus.com\/?p=1954"},"modified":"2015-11-26T15:03:56","modified_gmt":"2015-11-26T14:03:56","slug":"les-8-tendances-cles-du-content-marketing-en-europe","status":"publish","type":"post","link":"https:\/\/academy.visiplus.com\/blog\/social-media-1\/les-8-tendances-cles-du-content-marketing-en-europe-2014-01-29","title":{"rendered":"Les 8 tendances cl\u00e9s du content marketing en Europe"},"content":{"rendered":"<p><a style=\"line-height: 1.714285714; font-size: 1rem;\" href=\"http:\/\/www.hubspot.com\/\" target=\"_blank\">Hubspot<\/a><span style=\"line-height: 1.714285714; font-size: 1rem;\"> et <\/span><a style=\"line-height: 1.714285714; font-size: 1rem;\" href=\"http:\/\/www.smartinsights.com\/\" target=\"_blank\">Smart Insights<\/a><span style=\"line-height: 1.714285714; font-size: 1rem;\">\u00a0se sont associ\u00e9s pour donner\u00a0lieu \u00e0 un panorama int\u00e9ressant sur le content marketing en Europe : 2 600 marketeurs sond\u00e9s dans toute l\u2019Europe pour dresser un \u00e9tat des lieux de leur strat\u00e9gie, mais \u00e9galement souligner leurs objectifs et leurs d\u00e9fis pour 2014.<\/span><\/p>\n<p><strong><span style=\"line-height: 1.714285714; font-size: 1rem;\">1. Les entreprises europ\u00e9ennes ont du mal \u00e0 d\u00e9ployer des strat\u00e9gies de content marketing efficaces<\/span><\/strong><\/p>\n<ul>\n<li><span style=\"line-height: 1.714285714; font-size: 1rem;\">71% des entreprises europ\u00e9ennes qui ont adopt\u00e9 et d\u00e9ploy\u00e9 un marketing de contenu l\u2019ont fait de mani\u00e8re trop faible ou insuffisante.<\/span><\/li>\n<\/ul>\n<p><strong>2. La majorit\u00e9 des marketeurs en Europe consacrent une petite partie de leur budget seulement au content marketing<\/strong><\/p>\n<ul>\n<li><span style=\"line-height: 1.714285714; font-size: 1rem;\">49% d\u00e9pensent entre 0 et 20% de leur budget marketing en content marketing.<\/span><\/li>\n<\/ul>\n<p><strong>3. Cr\u00e9er un marketing de contenu par des \u00e9quipes en interne ou par des ressources ext\u00e9rieures ?\u00a0<\/strong><\/p>\n<ul>\n<li><span style=\"line-height: 1.714285714; font-size: 1rem;\">55% des marketeurs europ\u00e9ens pr\u00e9f\u00e8rent augmenter leurs budgets de cr\u00e9ation de contenu par des \u00e9quipes en interne. Et 40% vont le faire via des ressources en externe.<\/span><\/li>\n<\/ul>\n<p><strong>4. Les marketeurs reconnaissent l\u2019efficacit\u00e9 du content marketing dans la r\u00e9alisation de leurs objectifs business.<\/strong><\/p>\n<ul>\n<li><span style=\"line-height: 1.714285714; font-size: 1rem;\">49% ont constat\u00e9 un retour de leurs investissements en content marketing<\/span><\/li>\n<\/ul>\n<p><strong>5. Cr\u00e9er et mettre en \u0153uvre une strat\u00e9gie de contenu est essentiel pour r\u00e9ussir en content marketing<\/strong><\/p>\n<ul>\n<li><span style=\"line-height: 1.714285714; font-size: 1rem;\">58% des marketeurs europ\u00e9ens ont constat\u00e9 que leur contenu \u00e9tait beaucoup plus efficace avec une strat\u00e9gie de contenu bien d\u00e9ploy\u00e9e.<\/span><\/li>\n<\/ul>\n<p><strong>6. Le marketing de contenu est efficace pour la g\u00e9n\u00e9ration de leads et l\u2019acquisition de clients<\/strong><\/p>\n<ul>\n<li><span style=\"line-height: 1.714285714; font-size: 1rem;\">42% des marketeurs europ\u00e9ens affirment avoir g\u00e9n\u00e9r\u00e9 des prospects ou des clients via leurs actions de blogging.<\/span><\/li>\n<\/ul>\n<p><strong>7. Les marketeurs europ\u00e9ens ont du mal \u00e0 mesurer le ROI de leur marketing de contenu.<\/strong><\/p>\n<ul>\n<li><span style=\"line-height: 1.714285714; font-size: 1rem;\">45% mettent en avant la mesure du retour sur investissement et la production de contenu de qualit\u00e9 comme les principaux challenges \u00e0 venir.<\/span><\/li>\n<\/ul>\n<p><strong>8. D\u00e9ployer une strat\u00e9gie de contenu est une priorit\u00e9 pour 2014<\/strong><\/p>\n<ul>\n<li><span style=\"line-height: 1.714285714; font-size: 1rem;\">56% des marketeurs europ\u00e9ens n\u2019ont aucune strat\u00e9gie d\u00e9finie en place pour le moment<\/span><\/li>\n<li><span style=\"line-height: 1.714285714; font-size: 1rem;\">58% affirment que d\u00e9ployer une strat\u00e9gie de content marketing est une priorit\u00e9 pour 2014<\/span><\/li>\n<\/ul>\n<p><iframe loading=\"lazy\" style=\"border: 1px solid #CCC; border-width: 1px 1px 0; margin-bottom: 5px; max-width: 100%;\" src=\"http:\/\/www.slideshare.net\/slideshow\/embed_code\/30475658\" height=\"421\" width=\"512\" allowfullscreen=\"\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe><\/p>\n<p>Source :\u00a0http:\/\/blog.hubspot.com\/marketing\/content-marketing-in-europe-data<\/p>\n<p><span style=\"line-height: 1.714285714; font-size: 1rem;\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hubspot et Smart Insights\u00a0se sont associ\u00e9s pour donner\u00a0lieu \u00e0 un panorama int\u00e9ressant sur le content marketing en Europe : 2 600 marketeurs sond\u00e9s dans toute l\u2019Europe pour dresser un \u00e9tat des lieux de leur strat\u00e9gie,&#8230;<\/p>\n","protected":false},"author":2,"featured_media":2280,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[312,152],"tags":[134,100],"class_list":["post-2103","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-reputation-personal-branding","category-social-media-1","tag-brand-content-2","tag-content-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.9-RC5 - 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