{"id":4961,"date":"2020-07-20T15:04:32","date_gmt":"2020-07-20T15:04:32","guid":{"rendered":"https:\/\/prettylinks.com\/?p=4961"},"modified":"2020-07-22T17:14:05","modified_gmt":"2020-07-22T17:14:05","slug":"how-to-combine-your-content-marketing-and-ad-strategy","status":"publish","type":"post","link":"https:\/\/prettylinks.com\/fr\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/","title":{"rendered":"Comment combiner votre strat\u00e9gie de marketing de contenu et votre strat\u00e9gie publicitaire ?"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contenu<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69d28ff13f2a6\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69d28ff13f2a6\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/prettylinks.com\/fr\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/#Why_Combine_Content_Marketing_and_Paid_Ads\" >Pourquoi combiner le marketing de contenu et les annonces payantes ?&nbsp;<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/prettylinks.com\/fr\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/#SEO_as_a_Middleground_for_Content_and_Paid_Ads\" >Le r\u00e9f\u00e9rencement comme terrain d'entente entre le contenu et les annonces payantes<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/prettylinks.com\/fr\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/#Relevant_Keywords\" >Mots cl\u00e9s pertinents<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/prettylinks.com\/fr\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/#Data_and_Analytics\" >Donn\u00e9es et analyses<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/prettylinks.com\/fr\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/#How_Do_You_Combine_the_Strategies_Effectively\" >Comment combiner efficacement les strat\u00e9gies ?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/prettylinks.com\/fr\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/#Focus_on_the_Content_First\" >Se concentrer d'abord sur le contenu<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/prettylinks.com\/fr\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/#Set_Up_Your_PPC_PPI_and_Display_Campaigns_Around_Your_Content\" >Configurez vos campagnes PPC, PPI et Display autour de votre contenu<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/prettylinks.com\/fr\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/#Promoted_Tweets_Facebook_Posts_and_Instagram_Posts\" >Tweets promus, posts Facebook et posts Instagram<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/prettylinks.com\/fr\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/#In_Conclusion\" >En conclusion<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Vous souvenez-vous de l'\u00e9poque o\u00f9 le marketing de contenu \u00e9tait un sujet tabou ?&nbsp;<\/p>\n\n\n\n<p>C'\u00e9tait un intrus dans un monde de publicit\u00e9 payante et de \"marketing s\u00e9rieux\". Personne ne voulait prendre le risque de publier des blogs (une pratique rel\u00e9gu\u00e9e aux adolescents qui se plaignent et aux amateurs), des infographies ou des guides. Et personne ne voulait d\u00e9penser de l'argent durement gagn\u00e9 pour le faire. <\/p>\n\n\n\n<p>Il fut un temps o\u00f9 m\u00eame les entreprises disposant de budgets consid\u00e9rables se moquaient du contenu, des mots-cl\u00e9s et de l'optimisation pour les moteurs de recherche.\u00a0<\/p>\n\n\n\n<p>Comme les temps ont chang\u00e9 !<\/p>\n\n\n\n<p>Pour \u00eatre juste, le marketing de contenu <em>\u00e9tait <\/em>tout \u00e0 fait<em> <\/em>au d\u00e9but. La r\u00e9daction de blogs, la r\u00e9alisation de vid\u00e9os et d'autres formes de marketing organique co\u00fbtent de l'argent. On ne peut pas bl\u00e2mer les gens quand on y pense. Le marketing de contenu bien fait est un investissement (en temps et en argent), et le retour sur investissement n'a pas \u00e9t\u00e9 facile \u00e0 d\u00e9montrer au d\u00e9part.<\/p>\n\n\n\n<p>La publicit\u00e9 par paiement au clic (PPC) a rencontr\u00e9 des obstacles similaires. Les entreprises \u00e9vitaient comme la peste le marketing sur les m\u00e9dias sociaux et sur Google, pr\u00e9f\u00e9rant s'en tenir aux banni\u00e8res publicitaires. Aujourd'hui, la terminologie est connue de tous les sp\u00e9cialistes du marketing. <em>payer par clic<\/em>, <em>paiement par impression<\/em>et <em>taux de clics<\/em>. Les sp\u00e9cialistes du r\u00e9f\u00e9rencement sont d\u00e9sormais des actifs pr\u00e9cieux pour les entreprises, les entreprises multimillionnaires utilisent le marketing Facebook et tout le monde a d\u00e9j\u00e0 boost\u00e9 un message ou deux.\u00a0<\/p>\n\n\n\n<p>Les outsiders l'ont emport\u00e9 haut la main, et nous avons plus que jamais besoin d'eux. Avec autant de doutes en commun, il n'est pas \u00e9tonnant que le marketing de contenu et la publicit\u00e9 payante forment une paire si pratique. <\/p>\n\n\n\n<p>Il n'y a rien de plus puissant que de cr\u00e9er un contenu fantastique, puis de le distribuer et de le promouvoir par le biais de la publicit\u00e9 payante.\u00a0<\/p>\n\n\n\n<p>Dans cet article de blog, nous allons discuter de la combinaison de votre strat\u00e9gie publicitaire et de contenu pour gagner du temps, d\u00e9penser moins d'argent et am\u00e9liorer votre jeu de distribution.<\/p>\n\n\n\n<div style=\"height:37px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Combine_Content_Marketing_and_Paid_Ads\"><\/span><strong>Pourquoi combiner le marketing de contenu et les annonces payantes ?&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Parce qu'ils vont de pair.<\/p>\n\n\n\n<p>Vous avez \u00e9labor\u00e9 le contenu parfait, en investissant un budget cons\u00e9quent dans tous les domaines, des livres \u00e9lectroniques aux petits guides. Vous \u00eates assis sur une mine d'informations que vos prospects veulent, non, ont BESOIN de conna\u00eetre.&nbsp;<\/p>\n\n\n\n<p>Et maintenant ?<\/p>\n\n\n\n<p>La publicit\u00e9 payante soutient votre contenu afin qu'il se d\u00e9marque et atteigne les bonnes personnes. De nombreuses m\u00e9thodes de marketing organique (non payant), y compris le marketing organique dans les m\u00e9dias sociaux, sont noy\u00e9es dans le volume de participants. La principale raison de soutenir vos efforts organiques par des d\u00e9penses est que vous obtiendrez un meilleur retour sur investissement dans les deux domaines si vous alignez leurs objectifs.\u00a0<\/p>\n\n\n\n<p>La fixation d'objectifs est importante pour toute campagne de marketing, mais elle l'est encore plus pour votre strat\u00e9gie combin\u00e9e de marketing et d'annonces pay\u00e9es. En sachant exactement ce que vous attendez de vos efforts, vous obtiendrez les meilleurs r\u00e9sultats (et plus rapidement).&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"SEO_as_a_Middleground_for_Content_and_Paid_Ads\"><\/span><strong>Le r\u00e9f\u00e9rencement comme terrain d'entente entre le contenu et les annonces payantes<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>L'un des points communs les plus importants entre le marketing de contenu et les annonces payantes est le r\u00e9f\u00e9rencement. Les deux niches marketing doivent appliquer de mani\u00e8re approfondie l'utilisation correcte de nombreux concepts li\u00e9s au r\u00e9f\u00e9rencement pour r\u00e9ussir. Voici deux de ces concepts li\u00e9s au r\u00e9f\u00e9rencement.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Relevant_Keywords\"><\/span><strong>Mots cl\u00e9s pertinents<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Le marketing de contenu sans recherche de mots-cl\u00e9s revient \u00e0 crier dans le noir, et la publicit\u00e9 payante sans recherche de mots-cl\u00e9s revient \u00e0 jeter de l'argent dans un puits. Une recherche approfondie de mots-cl\u00e9s vous permet de mieux comprendre ce que veulent vos clients potentiels, comment les atteindre et comment les convertir.&nbsp;<\/p>\n\n\n\n<p>En combinant votre liste de mots-cl\u00e9s, vous cr\u00e9ez un marketing homog\u00e8ne qui ne d\u00e9passe pas votre budget. Pensez-y de la mani\u00e8re suivante : gr\u00e2ce aux m\u00eames mots cl\u00e9s, vos ressources (gratuites ou non) peuvent \u00eatre utilis\u00e9es comme t\u00e9l\u00e9chargements et comme pages d'atterrissage pour vos annonces PPC. <\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Data_and_Analytics\"><\/span><strong>Donn\u00e9es et analyses<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Que vous r\u00e9v\u00e8lent les chiffres et comment pouvez-vous agir sur la base de ces informations ?<\/p>\n\n\n\n<p>Si certains \u00e9l\u00e9ments de contenu ont fait leurs preuves, il est logique de les ajouter \u00e0 vos campagnes de publicit\u00e9 payante. Pour obtenir des r\u00e9sultats plus larges, passez en revue les \u00e9l\u00e9ments de contenu les plus performants et r\u00e9utilisez-les pour des t\u00e9l\u00e9chargements de pages d'atterrissage, des posts sur les m\u00e9dias sociaux, etc.<\/p>\n\n\n\n<p>Ainsi, la combinaison du marketing de contenu et des annonces payantes permet de cr\u00e9er des prospects de meilleure qualit\u00e9 et plus qualifi\u00e9s.<\/p>\n\n\n\n<div style=\"height:47px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_Do_You_Combine_the_Strategies_Effectively\"><\/span>Comment combiner efficacement les strat\u00e9gies ?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>En mati\u00e8re de marketing de contenu, la preuve est dans le pudding, et le pudding a int\u00e9r\u00eat \u00e0 \u00eatre bon ! Le succ\u00e8s de votre contenu d\u00e9pend fortement de son utilit\u00e9, de sa pertinence et de sa disponibilit\u00e9 pour votre public. Les strat\u00e9gies payantes reposent sur la recherche de mots-cl\u00e9s et la segmentation de l'audience.\u00a0<\/p>\n\n\n\n<p>Vous pouvez concevoir l'effort marketing conjoint parfait en \u00e9laborant d'abord la strat\u00e9gie de contenu, puis en construisant vos campagnes de marketing payant pour compl\u00e9ter le contenu.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Focus_on_the_Content_First\"><\/span><strong>Se concentrer d'abord sur le contenu<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Sans un contenu remarquable, vos annonces payantes sont faibles. Si vous \u00eates un sp\u00e9cialiste du marketing chevronn\u00e9, vous avez probablement d\u00e9j\u00e0 ce qu'il vous faut pour commencer. Commencez par r\u00e9aliser un audit de votre blog et de votre contenu.<\/p>\n\n\n\n<p>Passez en revue chaque \u00e9l\u00e9ment de contenu cr\u00e9\u00e9 par votre \u00e9quipe et notez les donn\u00e9es - qu'est-ce qui a fonctionn\u00e9 ? Prenez les meilleurs \u00e9l\u00e9ments et mettez-les de c\u00f4t\u00e9 pour les utiliser dans votre strat\u00e9gie publicitaire. Si vous ne trouvez aucun contenu qui ait donn\u00e9 de bons r\u00e9sultats, vous devrez en cr\u00e9er (et les tester, si possible) pour obtenir les meilleurs r\u00e9sultats possibles. N'oubliez pas que le contenu est la force d'attraction et que les annonces payantes sont la force de vente.<\/p>\n\n\n\n<p>De bonnes id\u00e9es de contenu pour commencer :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Guides et conseils pratiques<\/li><li>Ventilations d\u00e9taill\u00e9es<\/li><li>Infographie<\/li><li>Fiches de contr\u00f4le<\/li><li>Blogs coh\u00e9rents (des blogs r\u00e9guliers peuvent vous aider \u00e0 gagner du temps et de l'argent) <a href=\"https:\/\/www.hubspot.com\/lead-generation-tips\">68% plus de pistes<\/a>)<\/li><li>Podcasts<\/li><\/ul>\n\n\n\n<p>Une fois que vous avez \u00e9labor\u00e9 un contenu de haute qualit\u00e9, il est temps de d\u00e9velopper votre strat\u00e9gie d'annonces payantes.\u00a0<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Set_Up_Your_PPC_PPI_and_Display_Campaigns_Around_Your_Content\"><\/span><strong>Configurez vos campagnes PPC, PPI et Display autour de votre contenu<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Il existe de nombreuses possibilit\u00e9s en mati\u00e8re de publicit\u00e9 payante.\u00a0<\/p>\n\n\n\n<p>Google Adwords offre une pl\u00e9thore d'options pour le PPC et d'autres options payantes. La plateforme dispose d'un outil de recherche de mots-cl\u00e9s complet, de nombreuses options de suivi analytique, et bien d'autres choses encore.<\/p>\n\n\n\n<p>D'autres plateformes comme <a href=\"https:\/\/www.outbrain.com\/\" title=\"https:\/\/www.outbrain.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Outbrain <\/a>offrent des publicit\u00e9s d'affichage et des options de distribution plus rapides sans que vous ayez \u00e0 fournir autant d'efforts. La plateforme publicitaire que vous choisirez d\u00e9pendra de votre budget, du temps dont vous disposez pour vous plonger dans la gestion des publicit\u00e9s et de vos pr\u00e9f\u00e9rences en mati\u00e8re d'options.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Promoted_Tweets_Facebook_Posts_and_Instagram_Posts\"><\/span><strong>Tweets promus, posts Facebook et posts Instagram<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Lorsqu'il s'agit de partager un nouveau contenu sur les m\u00e9dias sociaux, d\u00e9jouer les algorithmes est un cauchemar. Il peut \u00eatre utile d'utiliser les fonctions de promotion de ces plateformes pour diffuser votre travail.\u00a0<\/p>\n\n\n\n<p>La publicit\u00e9 sur Facebook offre un large \u00e9ventail d'options, y compris des aimants \u00e0 prospects int\u00e9gr\u00e9s. Vous pouvez commercialiser votre contenu directement sur Facebook sans jamais demander \u00e0 votre public de quitter le site, ce qui augmente consid\u00e9rablement les conversions.&nbsp;<\/p>\n\n\n\n<p>Twitter et Instagram proposent des services similaires. Twitter propose des tweets promus. Instagram propose \u00e0 la fois des posts promus et des IG stories, couvrant ainsi une large audience de scrollers et de watchers. L'utilisation de la publicit\u00e9 payante sur les plateformes de m\u00e9dias sociaux est l'un des meilleurs moyens de distribuer votre contenu, et vos r\u00e9sultats augmentent de fa\u00e7on exponentielle avec l'accroissement de votre audience sociale.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"In_Conclusion\"><\/span><strong>En conclusion<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Dans un contexte de budgets tendus et incertains, le marketing de contenu soutenu par la publicit\u00e9 payante est plus important que jamais. Votre marketing est un domaine dans lequel vous ne voulez pas laisser tomber la balle lorsqu'il s'agit de la croissance de votre entreprise, ou m\u00eame simplement de maintenir votre \u00e9lan actuel. Si vous utilisez les strat\u00e9gies ci-dessus, vous cr\u00e9erez du contenu qui convertit et utiliserez des publicit\u00e9s payantes pour que ce contenu soit vu par un plus grand nombre de personnes en un rien de temps !<\/p>\n\n\n\n<p><em>Utilisez-vous conjointement la publicit\u00e9 payante et le marketing de contenu ? \u00cates-vous un adepte de l'un et non de l'autre ? Faites-nous part de votre strat\u00e9gie personnelle dans la section des commentaires ci-dessous !<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Vous souvenez-vous de l'\u00e9poque o\u00f9 le marketing de contenu \u00e9tait un sujet tabou ?  C'\u00e9tait un intrus dans un monde de publicit\u00e9 payante et de \"marketing s\u00e9rieux\". Personne ne voulait se risquer \u00e0 publier des blogs (une pratique rel\u00e9gu\u00e9e aux adolescents qui se plaignent et aux amateurs), des infographies ou des guides. Et personne ne voulait se s\u00e9parer de son argent durement gagn\u00e9 pour le faire. 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