{"id":405,"date":"2015-03-06T08:54:45","date_gmt":"2015-03-06T07:54:45","guid":{"rendered":"https:\/\/www.wsinteractive.com\/votre-contenu-est-votre-marque-brand-your-content\/"},"modified":"2024-09-20T21:53:21","modified_gmt":"2024-09-20T19:53:21","slug":"votre-contenu-est-votre-marque-brand-your-content","status":"publish","type":"post","link":"https:\/\/www.wsinteractive.com\/fr\/blog\/votre-contenu-est-votre-marque-brand-your-content\/","title":{"rendered":"Votre contenu est votre marque : brand your content"},"content":{"rendered":"\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p><em>Votre contenu est votre marque<\/em><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<p>Je le vois partout&nbsp;: il faut \u00e9crire pour l\u2019utilisateur et pour les moteurs de recherche. \u00c7a semble pertinent, cependant, avec le temps, ce discours se banalise et au final tout le monde exprime presque la m\u00eame chose sur le web.<\/p>\n\n\n\n<p>Ce que je remarque, c\u2019est toujours une chasse \u00e0 la quantit\u00e9, c\u2019est-\u00e0-dire que le contenu privil\u00e9gie g\u00e9n\u00e9ralement le positionnement dans les r\u00e9sultats des moteurs. Mais bien que le nombre de visiteurs soit important, il ne se convertit pas forc\u00e9ment par une commande ou un contact qualifi\u00e9.&nbsp;<\/p>\n\n\n\n<p>Nous nous retrouvons souvent face \u00e0 un vrai dilemme&nbsp;: \u00e9crire un contenu plut\u00f4t ordinaire mais qui fait plaisir \u00e0 Google, ou alors \u00e9crire un contenu, potentiellement moins plaisant pour Google, mais qui donne de l\u2019\u00e9motion, se d\u00e9marque, et surtout qui fait agir vos visiteurs.&nbsp;<\/p>\n\n\n\n<p><em>What to do?<\/em> Surtout si on d\u00e9cide qu\u2019il faut privil\u00e9gier la qualit\u00e9. Est-il toujours n\u00e9cessaire de faire un choix entre faire plaisir \u00e0 Google ou faire plaisir au visiteur du site&nbsp;? Ou bien, est-ce que je peux faire les deux&nbsp;? Serait-ce trop exigeant&nbsp;? Utopique&nbsp;? Si oui, comment&nbsp;?<\/p>\n\n\n\n<p>Une des r\u00e9ponses est le <a href=\"http:\/\/contentmarketinginstitute.com\/2013\/05\/power-business-storytelling-creating-content-brand\/\" target=\"_blank\" rel=\"noreferrer noopener\">brand content<\/a> (contenu de la marque). Ou, pour \u00eatre plus proche d\u2019un usage web, on l\u2019appelle \u00ab Content brand \u00bb. Votre contenu est une marque.<\/p>\n\n\n\n<p>Le brand content n\u2019est pas nouveau. Mais il a \u00e9volu\u00e9. Souvent associ\u00e9 aux grandes marques et la publicit\u00e9, le contexte d\u2019utilisation se d\u00e9mocratise vers un usage plus large, et pour tout le monde.<\/p>\n\n\n\n<p>Quand on fusionne des esprits cr\u00e9atifs de content strategy et de content marketing, cela devient &nbsp;le \u00ab content brand \u00bb qui donne vie \u00e0 votre contenu ind\u00e9pendamment de votre produit ou service. Il raconte une histoire et il captive l\u2019audience pour aller plus loin selon les appels \u00e0 action d\u00e9finis. Il donne confiance au visiteur. Et surtout, il travaille une s\u00e9mantique reconnue par votre audience sans \u00eatre r\u00e9barbatif.&nbsp;<\/p>\n\n\n\n<p>Je dis toujours la m\u00eame chose; il s\u2019agit de simplifier et cibler le contenu orient\u00e9 vers un <a href=\"https:\/\/www.wsinteractive.com\/fr\/blog\/le-web-en-plein-changement\/\" target=\"_blank\" rel=\"noreferrer noopener\">vrai humain<\/a>, avec un message percutant, m\u00e9morable, et qui se diff\u00e9rencie.<\/p>\n\n\n\n<p>En outre,<em> branding your content<\/em>* touche les lecteurs sur un plan \u00e9motionnel et, bien travaill\u00e9, il va r\u00e9pondre \u00e0 un besoin recherch\u00e9 naturellement, selon un contexte sp\u00e9cifique, pour \u00eatre bien positionn\u00e9 dans les moteurs de recherche.<\/p>\n\n\n\n<p>* <em>cr\u00e9er une marque par le contenu<\/em><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Quand on fusionne des esprits cr\u00e9atifs de content strategy et de content marketing, cela devient du \u00ab content brand \u00bb<\/p>\n","protected":false},"author":5,"featured_media":403,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[69],"tags":[70],"class_list":["post-405","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategie-web","tag-strategie-de-contenu"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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