{"id":106324,"date":"2018-11-27T15:00:00","date_gmt":"2018-11-27T20:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/strategie-contenu-3-tendances-a-prioriser-en-2019\/"},"modified":"2024-12-20T09:21:26","modified_gmt":"2024-12-20T14:21:26","slug":"strategie-contenu-3-tendances-a-prioriser-en-2019","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/strategy\/strategie-contenu-3-tendances-a-prioriser-en-2019\/","title":{"rendered":"Strat\u00e9gie de contenu : 3 tendances \u00e0 prioriser en 2019"},"content":{"rendered":"<p>Le temps passe vite, cela fait d\u00e9j\u00e0 un an que nous avons publi\u00e9 nos <a href=\"\/blog\/dac-group-2018-predictions\/\"> pr\u00e9visions 2018 relatives \u00e0 la strat\u00e9gie de contenu<\/a>. L&#8217;ann\u00e9e derni\u00e8re, nous avions mis en t\u00eate des nouvelles tendances : la recherche vocale, le local ainsi les contenus publicitaires et nous avions vu juste ! Ces trois tendances sont aujourd\u2019hui devenues la nouvelle norme. Regardons \u00e0 nouveau dans notre boule de cristal pour vous pr\u00e9senter nos pr\u00e9visions 2019 pour les <a href=\"\/fr\/services\/strategie-de-contenu\/\">strat\u00e9gies de contenu<\/a> :<\/p>\n<ol>\n<li>\n<h2>L&#8217;essor des strat\u00e9gies de contenu \u00ab Inbound \u00bb et de la personnalisation du contenu<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-36115\" src=\"\/wpe-content\/uploads\/2018\/11\/The-rise-of-inbound-content-strategies-FR.jpg\" alt=\"\" width=\"860\" height=\"430\" \/><\/p>\n<p>Vous vous demandez peut-\u00eatre ce qu\u2019est une strat\u00e9gie de contenu <em>Inbound<\/em> ?<\/p>\n<p>Le but d\u2019une strat\u00e9gie de contenu <em>Inbound<\/em> est de cr\u00e9er un contenu qui r\u00e9ponde aux interrogations de vos prospects et\/ou qui r\u00e9ponde \u00e0 ses besoins. Une strat\u00e9gie <em>Inbound<\/em> ne vous aide pas uniquement \u00e0 d\u00e9terminer le contenu \u00e0 cr\u00e9er : elle vous aide \u00e0 le personnaliser et \u00e0 le diffuser au bon moment du parcours de l&#8217;acheteur.<\/p>\n<p>Puisque que le contenu est g\u00e9n\u00e9ralement la premi\u00e8re chose que les acheteurs potentiels voient sur vous ou sur votre expertise en effectuant des recherches en ligne, pourquoi ne pas en faire une exp\u00e9rience pertinente, utile et fluide ?<\/p>\n<p>Si votre entreprise est pr\u00e9sente sur Internet et que vous n&#8217;avez \u00e0 ce jour pas de strat\u00e9gie de contenu <em>Inbound<\/em>, ceci devrait \u00eatre votre priorit\u00e9 en 2019. Non seulement parce que vos concurrents vous obligeront \u00e0 en d\u00e9ployer une parce qu\u2019ils le font eux-m\u00eames, mais \u00e9galement vos clients, parce qu\u2019ils exigeront d\u2019obtenir les contenus et informations qu\u2019ils recherchent.<\/p>\n<p>Pas encore convaincu ? Lisez ces quelques chiffres :<\/p>\n<ul>\n<li><a href=\"https:\/\/propecta.com\/stats\" target=\"_blank\" rel=\"noopener\"> 89% de tous les achats B2B <\/a> commencent par une recherche en ligne.<\/li>\n<li>Dans une enqu\u00eate men\u00e9e par Monetate, <a href=\"https:\/\/info.monetate.com\/CROnlinePersonalisationUS_Research.html?utm_source=monetate-blog&amp;utm_medium=direct&amp;utm_campaign=organic\" target=\"_blank\" rel=\"noopener\">sur 1 100 professionnels du digital<\/a>, 94% ont estim\u00e9 que la personnalisation \u00e9tait &#8220;<em>essentielle au succ\u00e8s de leur entreprise<\/em>&#8220;.<\/li>\n<li>La personnalisation du \u00ab <em>Nurturing<\/em> \u00bb (qui peut \u00eatre traduit par le d\u00e9veloppement de prospects) 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 ventes<\/a>.<\/li>\n<li>Les m\u00e9thodes de marketing personnalis\u00e9 <a href=\"https:\/\/www.crazyegg.com\/blog\/personalized-landing-pages\/\" target=\"_blank\" rel=\"noopener\">convertissent 4x plus<\/a> que le marketing g\u00e9n\u00e9rique.<\/li>\n<\/ul>\n<\/li>\n<li>\n<h2>Surfez sur la vague des contenus vid\u00e9os<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-36121\" src=\"\/wpe-content\/uploads\/2018\/11\/Ride-the-video-content-wave-FR.jpg\" alt=\"\" width=\"860\" height=\"430\" \/><\/p>\n<p>Plus 2019 approche, plus le march\u00e9 de la vid\u00e9o en ligne croit et ne montre aucun signe de ralentissement. Dans les faits, l\u2019engagement vis-\u00e0-vis des vid\u00e9os augmente \u00e0 une vitesse remarquable. Nous estimons en effet qu&#8217;en 2019, la vid\u00e9o repr\u00e9sentera <a href=\"https:\/\/www.cisco.com\/c\/en\/us\/solutions\/collateral\/service-provider\/visual-networking-index-vni\/complete-white-paper-c11-481360.html\" target=\"_blank\" rel=\"noopener\">80% du trafic Internet dans le monde et 85% aux \u00c9tats-Unis<\/a>. De plus, nous observons une augmentation des consultations vid\u00e9o sur mobile de <a href=\"https:\/\/blog.hubspot.com\/marketing\/video-marketing-statistics#sm.0000h4rgwfoa1fouwqm23llpma557\" target=\"_blank\" rel=\"noopener\">100% sur un an<\/a>\u2014avec <a href=\"https:\/\/www.digitalinformationworld.com\/2016\/12\/infographic-video-marketing-statistics-2017.html\" target=\"_blank\" rel=\"noopener\">55% des personnes qui regardent des vid\u00e9os en ligne chaque jour<\/a>.<\/p>\n<p>Conscients de cela, que devraient donc faire les directeurs et responsables marketing afin de s\u2019assurer qu\u2019ils exploitent ce type de contenu de mani\u00e8re intelligente ?<\/p>\n<ul>\n<li><strong>Chaque levier est diff\u00e9rent.<\/strong> Puisque la vid\u00e9o g\u00e9n\u00e8re <a href=\"https:\/\/smallbiztrends.com\/2016\/10\/video-marketing-statistics.html\" target=\"_blank\" rel=\"noopener\">1 200% d&#8217;actions suppl\u00e9mentaires par rapport \u00e0 du texte et \u00e0 des images<\/a>, ce n\u2019est pas, pour les marques, une question de d\u00e9ployer ou non une strat\u00e9gie de marketing vid\u00e9o mais davantage de r\u00e9fl\u00e9chir sur la mani\u00e8re de d\u00e9velopper du contenu vid\u00e9o afin de connecter et d\u2019engager les utilisateurs au fur et \u00e0 mesure de leur \u00e9volution dans leur processus de d\u00e9cision.<\/li>\n<li><strong>Le parcours client est important.<\/strong> Alors que les internautes consultent du contenu afin de se renseigner et ainsi am\u00e9liorer leurs d\u00e9cisions d&#8217;achat, la cr\u00e9ation de contenu vid\u00e9o et notamment de vid\u00e9o publicitaire conna\u00eetra une croissance continue tout au long de 2019. Gardant en t\u00eate les diff\u00e9rents objectifs ou encore leur tonalit\u00e9, les contenus vid\u00e9os vous permettront de mettre en place un tunnel de conversion plus efficace, permettant d\u2019attirer, de convertir et de fid\u00e9liser vos clients.<\/li>\n<li><strong>D\u00e9finissez clairement les prochaines \u00e9tapes.<\/strong> <a href=\"https:\/\/blog.hubspot.com\/marketing\/video-marketing-statistics#sm.0000h4rgwfoa1fouwqm23llpma557\" target=\"_blank\" rel=\"noopener\">Les chiffres communiqu\u00e9s par Hubspot<\/a> indiquent que lorsqu\u2019un e-mail contient une vid\u00e9o, le taux de clic augmente de 200 \u00e0 300%. Conscients de cela, assurez-vous que la vid\u00e9o incite les internautes \u00e0 agir selon vos objectifs prioritaires. Surtout qu\u2019une fois que les internautes ont cliqu\u00e9 apr\u00e8s avoir regard\u00e9 une vid\u00e9o, les chances de vendre augmentent de 64%.<\/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<br class=\"d-none d-lg-block\"> les principales tendances du digital, directement dans votre bo\u00eete mail.            <\/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_69d82aa305531'>\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_69d82aa305531');\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 = '94901490-bbd4-411e-b605-43504b151185';\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\/94901490-bbd4-411e-b605-43504b151185', {\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 ? '94901490-bbd4-411e-b605-43504b151185'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/fr\/merci\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SOUMETTRE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<li>\n<h2>Influenceurs en 2019 : Approfondissez au lieu de cibler largement<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-36127\" src=\"\/wpe-content\/uploads\/2018\/11\/Ride-the-video-content-wave-FR-1.jpg\" alt=\"\" width=\"860\" height=\"430\" \/><br \/>\nLe marketing d&#8217;influence n&#8217;en est plus \u00e0 ses balbutiements. Nous avons en effet constat\u00e9 une maturit\u00e9 certaine gr\u00e2ce \u00e0 une meilleure ma\u00eetrise et sophistication des campagnes. Les influenceurs consultent et s\u00e9lectionnent les contenus avec un regard d\u2019expert, examinant notamment l&#8217;\u00e9clairage, la composition des images ou encore le message de la marque. Cependant, alors que les influenceurs sur Instagram et YouTube continuent de tirer profit de leurs followers, les directeurs\/responsables marketing se demandent combien de temps ceci continuera de fonctionner.<\/p>\n<p>Selon une derni\u00e8re \u00e9tude : les recommandations provenant de relations\/proches influencent <a href=\"https:\/\/collectivebias.com\/blog\/2016\/03\/non-celebrity-influencers-drive-store-purchases\/\" target=\"_blank\" rel=\"noopener\">70% des <em>millenials<\/em><\/a> dans leurs d\u00e9cisions d&#8217;achat et 30% de ces consommateurs pr\u00e9f\u00e9reront acheter un produit recommand\u00e9 par un blogueur. Le marketing d&#8217;influence a clairement encore une utilit\u00e9.<\/p>\n<p>Cependant, avec autant de marques qui d\u00e9ploient une strat\u00e9gie d\u2019influence afin de renforcer leur notori\u00e9t\u00e9 et leur fid\u00e9lisation, comment ces derni\u00e8res pourront-elles se diff\u00e9rencier en 2019 ? R\u00e9ponse : En faisant \u00e9voluer leurs partenariats : d\u00e9velopper des relations avec des ambassadeurs de la marque et non plus seulement avec des influenceurs produits. Au lieu d\u2019augmenter le budget de votre campagne pour toucher 50 influenceurs de faible envergure, misez sur une am\u00e9lioration de votre cr\u00e9dibilit\u00e9 en travaillant avec 10 influenceurs importants, pr\u00eats \u00e0 devenir des ambassadeurs (non officiels) de votre marque. L\u2019authenticit\u00e9 et l\u2019expertise d\u2019un influenceur sont importantes car elles permettent d\u2019une part, de diff\u00e9rencier les influenceurs impliqu\u00e9s dans l\u2019expertise d\u2019une marque de ceux, d\u2019autre part, qui sont pr\u00eats \u00e0 repr\u00e9senter n\u2019importe quelle marque provenant parfois de secteurs totalement diff\u00e9rents.<\/p>\n<p>Donc, si ces derni\u00e8res ann\u00e9es, le marketing d\u2019influence \u00e9tait avant tout ax\u00e9 sur un ciblage large, \u00e0 partir de 2019, il devrait en \u00eatre tout autrement : misez sur un ciblage en profondeur, gage d\u2019expertise et de cr\u00e9dibilit\u00e9. Construisez une communaut\u00e9 de partenaires qui conseilleront leurs audiences en conformit\u00e9 avec votre strat\u00e9gie de marque.<\/li>\n<\/ol>\n<p>Nous pouvons ainsi beaucoup attendre de 2019 : la mont\u00e9e en puissance des strat\u00e9gies de contenu <em>Inbound<\/em>, la personnalisation du contenu, le d\u00e9veloppement des contenus vid\u00e9os ou encore les campagnes approfondies de marketing d\u2019influence.<\/p>\n<p>Ici, chez DAC, nous int\u00e9grons ces strat\u00e9gies pour aider nos clients tout au long du processus de d\u00e9cision\/achat de leurs clients. Pour en savoir plus, <a href=\"\/fr\/contactez-nous\/\">contactez-nous<\/a> !<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le temps passe vite, cela fait d\u00e9j\u00e0 un an que nous avons publi\u00e9 nos pr\u00e9visions 2018 relatives \u00e0 la strat\u00e9gie de contenu. L&#8217;ann\u00e9e derni\u00e8re, nous avions mis en t\u00eate des nouvelles tendances : la recherche vocale, le local ainsi les contenus publicitaires et nous avions vu juste ! Ces trois tendances sont aujourd\u2019hui devenues la [&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":0.78,"reading_level_needs_review":"0","footnotes":""},"categories":[2905],"tags":[970,930,979,987],"class_list":["post-106324","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","tag-digital-marketing-5","tag-social-media-3","tag-social-media-marketing-2","tag-strategy-3"],"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 : 3 tendances \u00e0 prioriser en 2019 | DAC<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez nos 3 pr\u00e9visions 2019 en mati\u00e8re de strat\u00e9gie de contenu afin 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