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[Fr] 5 enjeux pour le marketing de contenu en 2016

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5 enjeux pour le marketing de contenu en 2016. Présentation réalisée pour Webikeo en Janvier 2016 sur le content marketing et son avenir

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  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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[Fr] 5 enjeux pour le marketing de contenu en 2016

  1. 1. 5 enjeux pour le marketing de contenu en 2016 et dépasser le content shock Yann Gourvennec Visionary Marketing 29 Janvier 2016 Images flickr et wikimedia commons agence marketing digital,membre du groupe copyright 2015 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg Sept. 2015 1
  2. 2. 2014, année épique Joe Pulizzi a mis le content marketing à l’ordre du jour, le monde a découvert le sujet (enfin !) Sept. 2015copyright 2015 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 3
  3. 3. 1. Compréhension de la nécessité de faire autrement 2. Des efforts d’internalisation sous pression budgétaire ... Mais pas seulement 3. La question des blogs qui sont morts se fait plus rare 4. La nouvelle question est le content shock 5. Sur le terrain beaucoup d’interrogations constats 2016 et 5 enjeux majeurs photo cc https://www.flickr.com/photos/itsmeritesh/
  4. 4. 1. du content shock au content chance Sept. 2015copyright 2015 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 5
  5. 5. 1. les gagnantssont les plus riches 2. les barrières à l’entrée sont inaccessibles 3. les rapport coût-bénéfice disparaît Sept. 2015copyright 2015 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 6 Et comment éviter le "content shock" questions ? > trop de (quel) contenu ? > « barrières à l’entrée » ? > coût-bénéfice ?
  6. 6. Sept. 2015copyright 2015 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 7 la question de la pléthore d’informations est récurrente quand l’imprimerie fut inventée, il y eut des savants pour prétendre que le savoir serait galvaudé car trop accessible
  7. 7. Neil Postman « Amusing Ourselves to Death » (1985) Orwell craignaitqu’on nous supprimeles livres. Huxley craignaitque nous n’ayons plus de raison de nous supprimer les livres, car il n’y aurait plus personne qui voudraiten lire. Orwell craignaitqu’on nous prive d’informations. Huxley craignaitqu’on nous en donne tant que nous en soyons réduits à la passivité et l’égotisme. Orwell craignaitqu’on nous prive de la vérité. Huxley craignaitque la vérité soit noyée dans un océan de données impertinentes. Orwell craignaitque notre culturesoit appropriée par quelques uns. Huxley craignaitque notre culture deviennevulgaire. 175 jours de ‘ludi’ par an IVème siècle Sept. 2015copyright 2015 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 8
  8. 8. « content shock » is a « content chance » shock chance š plus le contenu est mauvais,plus il y a de la place pour la différenciation š plus la publicité s’insinuepartout plus il y a la place pour du vrai contenu š plus le contenu est bas de gamme et se nivellepar le bas, plus il y a d’opportunités pour aller en profondeur š mais comment réussir ? Sept. 2015copyright 2015 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 9
  9. 9. 2. les médias sociaux en reconfiguration
  10. 10. Twitter se tire dans le pied 04/12/15 marketingland.com Sept. 2015copyright 2015 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 11 2014
  11. 11. que faire ? > fondamentaux du bouche à oreille > plus de stratégie online sans offline > fondamentaux de l’écriture Sept. 2015copyright 2015 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 12
  12. 12. 3ème enjeu : sortir du lot
  13. 13. Les invariables
  14. 14. šContenu > design šquel est le contenu qui pourrait forcer un visiteur à revenir, 1,2,3 … fois Votre contenu est-il « addictif »
  15. 15. š la franchise& sincérité š l’urgence(de résoudre un problème/répondreà une question) š l’actualité š la profondeur š la controverse š (et l’usage) š http://bit.ly/sgblogceo Seth Godin : facteurs critiques de succès
  16. 16. 4. écrire pour les humains Sept. 2015copyright 2015 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 17
  17. 17. quand le « Pourquoi » guide le reste écrivez pour les humains š ce n’est pas le moteur de recherche qui partage š plus votre contenu est partagé mieux il est référencé (pas forcément l’inverse) pas pour le(s) moteur(s) de recherche copyright 2015 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 18
  18. 18. 5. amateurisme et UGC vs. « tone of voice » Sept. 2015copyright 2015 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 19
  19. 19. š il n’est pas nécessaire d’y passer des heures ni de peaufiner à l’extrême, à l’inversede ce qui est communément cru dans les (grandes) entreprises š les (grandes) entreprises ont une vue assez ancienne de la communication, trop traditionnelle, trop léchée, trop parfaite š baisser son degré d’exigencepour réussir dans le digital (sans tomber dans le trash) š qualité du contenu versus emballage conseil 1 : ne pas peaufiner
  20. 20. š Faire évoluer la façon de faire du contenu š Avez vous regardéles compétences autour de vous ? š sortir les experts-maison du placard afin d’utiliser les forces vives de l’entreprise et les motiver Conseil 2 : sortez les experts du placard Jean-François Audenard : Orange Business Services
  21. 21. š Accepter de concevoir aussi le contenu en interne š Le fameux UGC : User Generated Content) ; conseil n 3 : accepter l’UGC
  22. 22. en conclusion Sept. 2015copyright 2015 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 23
  23. 23. š Devenir des accompagnateurs š des challenges en termes de business models š faire résonner le contenu, et ceux avec de la qualité et aussi aider le client à repositionner son contenu différemment š également savoir utiliser les blogueurs pour ce qu’ilssavent le mieux faire savoir partager leur savoir et leur passion le rôle des agences va changer
  24. 24. http://visionarymarketing.com/scm Super Content Man Un livre blanc pour apprendre les fondements des stratégies de contenus sur le Web en s’amusant … Un feuilleton en BD pensé, conçu et réalisé par Visionary Marketing Le content marketing en images
  25. 25. Maintenant, votez pour VOS priorités relation clients de l’année copyright 2015 - Visionary Marketing - all rights reserved 26 Pour répondre au sondage : QR code avec i-nigma ou directement le lien raccourci
  26. 26. Ordonnez selon l’ordre de vos priorités les 5 enjeux que nous venons de décrire Utilisez votre Smartphone/tablette/ordinateur pour répondre Soit en entrantcet URLdans votre navigateur : http://bit.ly/webiquest Ou en scannantce QR code avecune appli Barcode 2D : { Et voici les résultats
  27. 27. un peu de littérature Nos blogbooks sur la transformation digitale, médias sociaux et content marketing http://visionarymarketing.com/blogbooks 28
  28. 28. Quelques références 29Copyright © 2015 - visionary marketing - all rights reserved
  29. 29. À propos de Visionary Marketing some rights reserved - CC 2015 - visionarymarketing.com - Yann A. Gourvennec 30

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