{"id":106333,"date":"2018-11-27T20:00:00","date_gmt":"2018-11-28T01:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/strategie-de-contenu-trois-tendances-a-prioriser-en-2019\/"},"modified":"2024-12-20T09:21:26","modified_gmt":"2024-12-20T14:21:26","slug":"strategie-de-contenu-trois-tendances-a-prioriser-en-2019","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/strategy\/strategie-de-contenu-trois-tendances-a-prioriser-en-2019\/","title":{"rendered":"Strat\u00e9gie de contenu : trois tendances \u00e0 prioriser en 2019"},"content":{"rendered":"<p>Il nous semble qu&#8217;hier encore, nous faisions nos pr\u00e9visions de strat\u00e9gie de contenu pour 2018. L&#8217;an dernier, nous nous sommes pench\u00e9s sur la mont\u00e9e de la recherche vocale, les strat\u00e9gies de contenu local et une promotion accrue du contenu, qui sont devenues la norme pour les strat\u00e8ges de contenu, et nous scrutons une fois de plus notre boule de cristal pour vous apporter nos pr\u00e9dictions de <a> strat\u00e9gie de contenu<\/a> pour 2019:<\/p>\n<ol>\n<li>\n<h2>Les marques gagneront gr\u00e2ce \u00e0 une solide strat\u00e9gie de contenu entrant et de personnalisation<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-36116 size-full\" src=\"\/wpe-content\/uploads\/2018\/11\/The-rise-of-inbound-content-strategies-FR.jpg\" alt=\"\" width=\"860\" height=\"430\" \/><br \/>\nVous vous demandez peut-\u00eatre ce qu\u2019est une strat\u00e9gie de contenu entrant ?<\/p>\n<p>Le but d\u2019une strat\u00e9gie de contenu entrant est de cr\u00e9er un contenu en propri\u00e9t\u00e9 qui r\u00e9ponde aux questions de votre client potentiel et\/ou r\u00e9ponde \u00e0 ses besoins. Une strat\u00e9gie entrante ne vous aide pas uniquement \u00e0 d\u00e9terminer le contenu \u00e0 cr\u00e9er : elle vous aide \u00e0 formater, styliser, personnaliser et distribuer ce contenu au bon moment du parcours de l&#8217;acheteur.<\/p>\n<p>\u00c9tant donn\u00e9 que le contenu est g\u00e9n\u00e9ralement la premi\u00e8re chose que les acheteurs potentiels voient lors de recherches en ligne sur vous ou sur votre expertise en la mati\u00e8re, pourquoi ne pas en faire une exp\u00e9rience pertinente utile et transparente de bout en bout ?<\/p>\n<p>Si vous \u00eates une entreprise en ligne et que vous n&#8217;avez pas de strat\u00e9gie de contenu entrant, cela devrait \u00eatre une priorit\u00e9 majeure pour vous en 2019. Non seulement vos concurrents vous battront, mais vos clients exigeront le contenu qu&#8217;ils recherchent dans le format qu&#8217;ils pr\u00e9f\u00e8rent.<\/p>\n<p>Pas encore convaincu ? Voyez ces statistiques :<\/p>\n<ul>\n<li><a href=\"https:\/\/propecta.com\/stats\" target=\"_blank\" rel=\"noopener\">89% des achats interentreprises<\/a> commencent par une recherche en ligne.<\/li>\n<li>Dans un sondage Monetate <a href=\"https:\/\/info.monetate.com\/CROnlinePersonalisationUSUSRecherche.html?utm_source=monetate-blog&amp;utm_medium=direct&amp;utm_campaign=organic\" target=\"_blank\" rel=\"noopener\"> men\u00e9 aupr\u00e8s de 1 100 professionnels du num\u00e9rique <\/a>, 94% d\u2019entre-eux ont estim\u00e9 que la personnalisation \u00e9tait \u00ab essentielle au succ\u00e8s actuel et futur \u00bb.<\/li>\n<li>La gestion personnalis\u00e9e des leads m\u00e8ne \u00e0 une <a href=\"https:\/\/www.demandgenreport.com\/industry-resources\/white-papers\/204-calculating-the-real-roi-from-lead-nurturing-.html\" target=\"_blank\" rel=\"noopener\">augmentation de 20% des opportunit\u00e9s de vente<\/a> des prospects.<\/li>\n<li>Marketing personnalis\u00e9 bas\u00e9 sur un compte\u00a0<a href=\"https:\/\/www.crazyegg.com\/blog\/personalized-landing-pages\/\" target=\"_blank\" rel=\"noopener\">convertit 4x plus \u00e9lev\u00e9<\/a> que le marketing g\u00e9n\u00e9rique.<\/li>\n<\/ul>\n<\/li>\n<li>\n<h2>La vid\u00e9o continuera d\u2019influencer de mani\u00e8re significative le comportement d\u2019achat<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-36122 size-full\" src=\"\/wpe-content\/uploads\/2018\/11\/Ride-the-video-content-wave-FR.jpg\" alt=\"\" width=\"860\" height=\"430\" \/><br \/>\n\u00c0 l\u2019approche de 2019, la croissance et la p\u00e9n\u00e9tration du march\u00e9 de la vid\u00e9o ne montrent aucun signe de ralentissement. En fait, les chiffres d\u2019engagement augmentent \u00e0 une vitesse remarquable. On estime qu&#8217;en 2019, la vid\u00e9o repr\u00e9sentera <a target=\"\" rel=\"noopener\"> 80% du trafic Internet mondial et 85% du trafic aux \u00c9tats-Unis <\/a>. De plus, nous observons une augmentation de la consommation vid\u00e9o mobile de <a target=\"\" rel=\"noopener\"> 100% d&#8217;une ann\u00e9e \u00e0 l&#8217;autre <\/a> &#8211; avec <a href=\" \" target=\"\" rel=\"noopener\"> 55% des personnes qui regardent des vid\u00e9os en ligne chaque jour <\/a>.<\/p>\n<p>Sachant cela, que devraient faire les sp\u00e9cialistes du marketing pour s\u2019assurer qu\u2019ils exploitent ce type de contenu de mani\u00e8re intelligente?<\/p>\n<ul>\n<li><strong> Traitez chaque canal diff\u00e9remment.<\/strong> \u00c9tant donn\u00e9 que la vid\u00e9o dans les r\u00e9seaux sociaux g\u00e9n\u00e8re 1 200% d&#8217;actions suppl\u00e9mentaires par rapport au texte et aux images combin\u00e9s , les marques ne devraient pas se demander si elles doivent ou non s\u2019engager dans une strat\u00e9gie de marketing vid\u00e9o, mais plut\u00f4t \u00e0 d\u00e9velopper un canal de contenu vid\u00e9o sp\u00e9cifique pour se brancher et cr\u00e9er des liens avec les utilisateurs alors qu&#8217;ils entrent et descendent dans l&#8217;entonnoir marketing.<\/li>\n<li><strong> Suivez le parcours du client.<\/strong> Alors que les utilisateurs continuent de consommer du contenu pour \u00e9clairer leurs choix d&#8217;achat et leur intention (ou non) d&#8217;agir, 2019 verra une augmentation continue de la cr\u00e9ation et des d\u00e9penses reli\u00e9es \u00e0 la promotion de contenu vid\u00e9o. Le fait de garder \u00e0 l&#8217;esprit les objectifs, le ton et le contenu du canal trace un chemin de conversion plus facile pour les marques qui cherchent \u00e0 attirer, vendre et fid\u00e9liser leurs clients gr\u00e2ce \u00e0 la vid\u00e9o.<\/li>\n<li><strong>D\u00e9finissez clairement les prochaines \u00e9tapes.<\/strong> Hubspot signale une <a href=\"https:\/\/blog.hubspot.com\/marketing\/video-marketing-statistics#sm.0000h4rgwfoa1fouwqm23llpma557\" target=\"_blank\" rel=\"noopener\"> augmentation du taux de clics de 200 \u00e0 300% lorsqu&#8217;un courriel contient une vid\u00e9o<\/a>. Sachant cela, assurez-vous que le contenu vid\u00e9o appelle les t\u00e9l\u00e9spectateurs vers l&#8217;action la plus importante. Surtout qu\u2019une fois que les t\u00e9l\u00e9spectateurs ont cliqu\u00e9, 64% sont plus susceptibles d\u2019acheter apr\u00e8s avoir regard\u00e9 une vid\u00e9o.<\/li>\n<\/ul>\n<\/li>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Plus de nouvelles            <\/h2>\n            <p class=\"subtitle\">\n                Recevez des analyses exclusives sur les tendances cl\u00e9s du num\u00e9rique, directement par courriel.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69d82ac324b6b'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Courriel' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Soumettre<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69d82ac324b6b');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'abac2954-39ca-4f0f-a2d7-0f175625a82e';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/abac2954-39ca-4f0f-a2d7-0f175625a82e', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Merci de vous \u00eatre abonn\u00e9(e) !');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"Une erreur s'est produite lors de la soumission du formulaire.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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Les influenceurs qui ont du succ\u00e8s organisent le contenu avec l&#8217;oeil d&#8217;un directeur artistique, en contr\u00f4lant l&#8217;\u00e9clairage, la composition et l&#8217;alignement de la marque. Mais, alors que les influenceurs sur Instagram et YouTube continuent de tirer profit de ceux qui les suivent, les sp\u00e9cialistes du marketing se demandent combien de temps cette mise en sc\u00e8ne fonctionnera encore aupr\u00e8s de leurs audiences.<\/p>\n<p>Alors que pas moins de <a href=\"https:\/\/collectivebias.com\/blog\/2016\/03\/non-celebrity-influencers-drive-store-purchases\/\" target=\"_blank\" rel=\"noopener\">70% des consommateurs mill\u00e9nariaux<\/a> d\u00e9clarent \u00eatre influenc\u00e9s par les recommandations de leurs pairs en mati\u00e8re d&#8217;achat, et que 30% de ces m\u00eames consommateurs sont plus susceptibles d&#8217;acheter un produit recommand\u00e9 par un blogueur non-c\u00e9l\u00e8bre, le marketing d&#8217;influence a encore des jambes.<\/p>\n<p>Mais, avec autant de marques tirant parti de cette strat\u00e9gie pour accro\u00eetre leur notori\u00e9t\u00e9 et la fid\u00e9lit\u00e9, comment les marques devraient-elles se diff\u00e9rencier en 2019 ? En passant d\u2019influenceurs de produits \u00e0 des ambassadeurs de marque attrayants. Au lieu d\u2019allonger le budget de votre campagne pour toucher 50 influenceurs moins co\u00fbteux, envisagez d\u2019am\u00e9liorer votre cr\u00e9dibilit\u00e9 en travaillant avec 10 influenceurs de grande valeur et de grande port\u00e9e, pr\u00eats \u00e0 se pr\u00e9senter comme un visage (non officiel) coh\u00e9rent de la marque. L\u2019authenticit\u00e9 d\u2019un influenceur qui repr\u00e9sente r\u00e9guli\u00e8rement la m\u00eame marque de commerce de d\u00e9tail ou de soin de la peau est importante par rapport \u00e0 un autre qui semble appara\u00eetre pour tout repr\u00e9senter, allant des \u00ab vitamines capilaires \u00bb de Sugar Bear au d\u00e9tatouage au laser.<\/p>\n<p>Si les cinq premi\u00e8res ann\u00e9es du marketing d&#8217;influence \u00e9taient ax\u00e9es sur une strat\u00e9gie de ratissage large, \u00e0 partir de 2019 il sera plut\u00f4t question d\u2019y aller en profondeur. B\u00e2tissez une communaut\u00e9 d\u2019ambassadeurs qui influenceront leurs partisans sur la base d&#8217;un v\u00e9ritable alignement sur une marque, au lieu du dernier mandat r\u00e9mun\u00e9r\u00e9.<\/li>\n<\/ol>\n<p>Qu\u2019il s\u2019agisse de la mont\u00e9e en puissance des strat\u00e9gies de contenu entrant et de la personnalisation du contenu ou de contenu vid\u00e9o intelligemment planifi\u00e9 et de campagnes de marketing d&#8217;influence qui vont en profondeur, les sp\u00e9cialistes du marketing de contenu ont beaucoup \u00e0 attendre de l\u2019ann\u00e9e qui s\u2019annonce.<\/p>\n<p><em>Chez DAC, nous faisons n\u00f4tres ces strat\u00e9gies afin d\u2019aider nos clients \u00e0 gagner \u00e0 chaque point de contact num\u00e9rique tout au long du cycle de vie du client. Pour en savoir plus, <a href=\"\/fr-ca\/entrez-en-contact\/\">contactez-nous !<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Il nous semble qu&#8217;hier encore, nous faisions nos pr\u00e9visions de strat\u00e9gie de contenu pour 2018. L&#8217;an dernier, nous nous sommes pench\u00e9s sur la mont\u00e9e de la recherche vocale, les strat\u00e9gies de contenu local et une promotion accrue du contenu, qui sont devenues la norme pour les strat\u00e8ges de contenu, et nous scrutons une fois de [&hellip;]<\/p>\n","protected":false},"author":150,"featured_media":106326,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.77,"reading_level_needs_review":"0","footnotes":""},"categories":[2906],"tags":[990,1540,1335,1080],"class_list":["post-106333","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","tag-digital-marketing-6","tag-social-media-5-2","tag-social-media-marketing-5","tag-strategy-4"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Strat\u00e9gie de contenu : trois tendances \u00e0 prioriser en 2019 | DAC<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez nos trois principales pr\u00e9dictions de strat\u00e9gie de contenu pour 2019 et voyez comment vous pouvez en tirer parti pour gagner \u00e0 chaque point de contact num\u00e9rique du cycle de vie du consommateur.\" \/>\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.dacgroup.com\/fr-ca\/perspectives\/blog\/strategy\/strategie-de-contenu-trois-tendances-a-prioriser-en-2019\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Strat\u00e9gie de contenu : trois tendances \u00e0 prioriser en 2019 | DAC\" \/>\n<meta property=\"og:description\" content=\"D\u00e9couvrez nos trois principales pr\u00e9dictions de strat\u00e9gie de contenu pour 2019 et voyez comment vous pouvez en tirer parti pour gagner \u00e0 chaque point de contact num\u00e9rique du cycle de vie du consommateur.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/strategy\/strategie-de-contenu-trois-tendances-a-prioriser-en-2019\/\" \/>\n<meta property=\"og:site_name\" content=\"DAC\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DACGroup\" \/>\n<meta property=\"article:published_time\" content=\"2018-11-28T01:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-20T14:21:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/Blog-Series-Content-Strategy-FR.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"860\" \/>\n\t<meta property=\"og:image:height\" content=\"430\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Clare Forster\" \/>\n<meta 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