{"id":1932,"date":"2016-04-26T14:32:16","date_gmt":"2016-04-26T14:32:16","guid":{"rendered":"https:\/\/www.eliott-markus.com\/wilo\/de-limportance-dun-contenu-pense-2\/"},"modified":"2023-06-22T16:01:09","modified_gmt":"2023-06-22T16:01:09","slug":"de-limportance-dun-contenu-pense-2","status":"publish","type":"wilo","link":"https:\/\/www.eliott-markus.com\/en\/wilo\/de-limportance-dun-contenu-pense-2\/","title":{"rendered":"De l\u2019importance d\u2019un contenu pens\u00e9"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">La strat\u00e9gie de contenu (ou\u00a0<em>content strategy<\/em>\u00a0pour les anglophiles) est une composante essentielle de la communication d\u2019une entreprise. En effet, c\u2019est en diffusant du contenu, qu\u2019il s\u2019agisse de textes, d\u2019images, d\u2019actualit\u00e9s, de rapports \u2026 qu\u2019une entreprise se fait conna\u00eetre tout en construisant son identit\u00e9.\u00a0Les cabinets de conseils, soci\u00e9t\u00e9s de service, et donc les avocats, sont tout aussi concern\u00e9s que des entreprises BtoC.<\/h2>\n\n\n\n<p>Un article publi\u00e9 le 24 avril dernier sur le site influencia.net (1)\u00a0se fait l\u2019\u00e9cho d\u2019un rapport r\u00e9alis\u00e9 par la soci\u00e9t\u00e9 Altimeter, cabinet de conseil de San Francisco (2).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Altimeter distingue cinq piliers de la strat\u00e9gie de contenu\u00a0:<\/strong><\/h3>\n\n\n\n<p><strong>Le contenu pour la visibilit\u00e9 (<em>content as a presence<\/em>)<\/strong><br>Un contenu engageant et int\u00e9ressant qui participe \u00e0 faire conna\u00eetre la marque ou la soci\u00e9t\u00e9.<br>Supports : R\u00e9seaux sociaux,\u00a0insertions publicitaires, sponsoring\/m\u00e9c\u00e9nat<\/p>\n\n\n\n<p><strong>Le contenu pour la\u00a0r\u00e9assurance\u00a0(<em>content as a window<\/em>)<\/strong><br>Un contenu qui ouvre une fen\u00eatre sur les bonnes pratiques et les principes du cabinet,\u00a0qui participe \u00e0 b\u00e2tir la confiance et la loyaut\u00e9 de la cible.<br>Supports : Vid\u00e9os, interviews, testimoniaux<\/p>\n\n\n\n<p><strong>Le contenu\u00a0comme monnaie d&#8217;\u00e9change\u00a0(<em>content as a currency<\/em>)<\/strong><br>Un contenu qui positionne l&#8217;\u00e9metteur comme un expert sur des sujets pr\u00e9cis en rapport avec son activit\u00e9 et qui apporte de la valeur ajout\u00e9e \u00e0 la cible compte tenu de ses centres d&#8217;int\u00e9r\u00eat<br>Supports : \u00c9tudes, livres blancs, webinars<\/p>\n\n\n\n<p><strong>Le contenu pour la communaut\u00e9 (<em>content as community<\/em>)<\/strong><br>Un contenu autour duquel va se construire une communaut\u00e9 de personnes int\u00e9ress\u00e9es qui vont pouvoir se conna\u00eetre et \u00e9ventuellement interagir.<br>Supports :\u00a0Site Internet,\u00a0article, forum<\/p>\n\n\n\n<p><strong>Le contenu p\u00e9dagogique\u00a0(<em>content as support<\/em>)<\/strong><br>Un contenu qui va permettre d\u2019entretenir ou de mettre \u00e0 jour la connaissance ou les prestations transmises ou vendues par l\u2019entreprise et qui apporte des r\u00e9ponses \u00e0 la cible.<br>Supports : Vid\u00e9o, FAQ<\/p>\n\n\n\n<p>Sans \u00eatre r\u00e9volutionnaire, ce d\u00e9coupage est d\u2019une tr\u00e8s grande pertinence. Il nous permet de r\u00e9fl\u00e9chir \u00e0 la mani\u00e8re dont il faut associer le fond (le contenu informatif et intellectuel) et la forme (les supports et les tuyaux) pour obtenir les meilleurs r\u00e9sultats.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h4 class=\"wp-block-heading\">Pour aller plus loin<\/h4>\n\n\n\n<p>(1)\u00a0<a href=\"http:\/\/www.influencia.net\/fr\/actualites\/media-com,etudes,cinq-archetypes-bonne-strategie-contenu,6280.html?PHPSESSID=rooi5u8t3k28mo3qehahdm0c05\" target=\"_blank\" rel=\"noreferrer noopener\">http:\/\/www.influencia.net\/fr\/actualites\/media-com,etudes,cinq-archetypes-bonne-strategie-contenu,6280.html?PHPSESSID=rooi5u8t3k28mo3qehahdm0c05<\/a><\/p>\n\n\n\n<p>(2)\u00a0<a href=\"http:\/\/www.altimetergroup.com\/2016\/04\/new-research-key-elements-for-building-a-content-strategy\/\" target=\"_blank\" rel=\"noreferrer noopener\">http:\/\/www.altimetergroup.com\/2016\/04\/new-research-key-elements-for-building-a-content-strategy\/<\/a><\/p>\n","protected":false},"author":11,"featured_media":0,"template":"","categories":[215],"tags":[24,38,34,44],"class_list":["post-1932","wilo","type-wilo","status-publish","hentry","category-skills","tag-avocats","tag-communication","tag-digital","tag-strategie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>De l\u2019importance d\u2019un contenu pens\u00e9<\/title>\n<meta name=\"description\" content=\"La strat\u00e9gie de contenu (ou content strategy pour les anglophiles) est une composante essentielle de la communication d\u2019une entreprise.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.eliott-markus.com\/wilo\/de-limportance-dun-contenu-pense-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"De l\u2019importance d\u2019un contenu pens\u00e9\" \/>\n<meta property=\"og:description\" content=\"La strat\u00e9gie de contenu (ou content strategy pour les anglophiles) est une composante essentielle de la communication d\u2019une entreprise.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.eliott-markus.com\/wilo\/de-limportance-dun-contenu-pense-2\/\" \/>\n<meta property=\"og:site_name\" content=\"eliott &amp; 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