reussir marketing de contenu

Comment réussir son marketing de contenu?

Aujourd’hui l’agence rédaction seo, spécialiste de la rédaction web vient nous parler du marketing de contenu :

Le marketing de contenu ou content marketing désigne toute stratégie éditoriale qui viserait à améliorer le trafic, la notoriété et la visibilité d’un site.

Le marketing de contenu pour un meilleur référencement naturel

Pour apparaître en première page dans les résultats de recherche de Google, les techniques de référencement classiques ne suffisent plus. Il faut désormais jouer sur le fait que le grand moteur de recherche est friand de contenus de qualité. Par ailleurs, des articles bien écrits pourront être partagés spontanément par vos pairs sur leur blog ou les réseaux sociaux, sans qu’une action spécifique de votre part ne soit nécessaire.

Externaliser la production de contenus

Rédiger des billets de blogs ou concevoir des infographies n’est pas à la portée de tous. Si certains de vos collègues ont la fibre littéraire et sont disponibles, leur confier la production de contenus ne devrait pas être un problème. Si en revanche après avoir évalué les capacités de production en interne, vous réalisez que la mise en place de votre stratégie de contenus va être compliqué, il serait plus raisonnable de sous-traiter la prestation. De nombreuses agences ou indépendants pourront faire de la redaction seo. Il faudra cependant garder à l’esprit que même si vous optez pour l ‘externalisation, il faudra tout de même prendre le temps de bien les briefer en leur indiquant le ton à adopter, les mots clés propres à votre thématique,…

Méthodologie pour une stratégie de contenu efficace

Il est primordial de se poser les questions suivantes avant de commencer à définir une stratégie éditoriale :

  • Quelle est ma cible et quels sont ses centres d’intérêt ?
  • Quel est l’objectif à atteindre à travers la production de contenus appliquée ?
  • Quels sont les mots clés de ma thématique ? Quelle est l’expression principale qui va apparaître dans le titre de ma page et sur laquelle je souhaite positionner mon article?Quels sont les mots clés connexes qui vont venir en complément de l’expression principale?

Les erreurs à éviter

En matière de marketing de contenu, il faut, dans la mesure du possible, éviter les erreurs classiques suivantes :

  • Écrire uniquement pour les robots des moteurs de recherche, répéter les mots clés et n’apporter aucune valeur ajoutée,
  • Privilégier la quantité au détriment de la qualité,
  • Oublier les illustrations,
  • Ne pas faire de liens vers les sources,
  • Ne pas structurer son article,
  • Ne pas prendre la peine de diffuser son article via une newsletter ou les réseaux sociaux.

Et vous, pensez-vous également que le content marketing est désormais incontournable pour être visible sur le web ?

Céline Bouvier

Fondatrice de l'agence Novadeo, j'accompagne les entreprises dans le développement de leur présence en ligne par la mise en place de leur stratégie inbound marketing. Le reste du temps je me trouve en salle de répétition ou en cours de musique pour m'adonner à ma deuxième passion : le chant.

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