{"id":8044,"date":"2022-02-03T05:32:00","date_gmt":"2022-02-03T05:32:00","guid":{"rendered":"https:\/\/prettylinks.com\/?p=8044"},"modified":"2022-02-02T14:49:13","modified_gmt":"2022-02-02T14:49:13","slug":"how-to-enhance-customer-engagement-with-content-marketing","status":"publish","type":"post","link":"https:\/\/prettylinks.com\/fr\/blog\/how-to-enhance-customer-engagement-with-content-marketing\/","title":{"rendered":"Comment am\u00e9liorer l'engagement des clients gr\u00e2ce au marketing de contenu"},"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-69d2664d76afb\" 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-69d2664d76afb\"  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-enhance-customer-engagement-with-content-marketing\/#1_Create_a_Content_Calendar\" >1. Cr\u00e9er un calendrier de contenu<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/prettylinks.com\/fr\/blog\/how-to-enhance-customer-engagement-with-content-marketing\/#2_Use_Compelling_Infographics\" >2. Utiliser des infographies convaincantes<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/prettylinks.com\/fr\/blog\/how-to-enhance-customer-engagement-with-content-marketing\/#3_Include_Subtitles_in_Your_Videos\" >3. Inclure des sous-titres dans vos vid\u00e9os<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/prettylinks.com\/fr\/blog\/how-to-enhance-customer-engagement-with-content-marketing\/#4_Write_How-to_Guides_or_White_Papers\" >4. R\u00e9diger des guides pratiques ou des livres blancs<\/a><\/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-enhance-customer-engagement-with-content-marketing\/#5_Follow-Up_on_Customer_Experences\" >5. Suivi des exp\u00e9riences des clients<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/prettylinks.com\/fr\/blog\/how-to-enhance-customer-engagement-with-content-marketing\/#6_Quizzes\" >6. Quiz<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/prettylinks.com\/fr\/blog\/how-to-enhance-customer-engagement-with-content-marketing\/#In_Conclusion\" >En conclusion<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Dans le pass\u00e9, les clients partageaient leurs exp\u00e9riences de vente au d\u00e9tail par le biais du bouche-\u00e0-oreille et ne touchaient qu'une poign\u00e9e de personnes. Aujourd'hui, en revanche, tout le monde peut aller en ligne et laisser des commentaires. <a href=\"https:\/\/prettylinks.com\/fr\/blog\/customer-reviews-benefits\/\" target=\"_blank\" rel=\"noreferrer noopener\">un avis de client<\/a> que des milliers d'autres personnes peuvent lire \u00e0 tout moment.<\/p>\n\n\n\n<p>\u00c0 l'\u00e8re du num\u00e9rique, un seul clic suffit pour faire conna\u00eetre une exp\u00e9rience client sp\u00e9cifique. C'est l'une des raisons pour lesquelles vous devez comprendre les points de douleur et les exigences des clients. Comprendre ces exigences avant tout le monde peut contribuer \u00e0 stimuler l'engagement du public.<\/p>\n\n\n\n<p>En outre, les commentaires des clients peuvent contribuer \u00e0 l'\u00e9laboration d'un plan strat\u00e9gique et \u00e0 l'am\u00e9lioration de vos services et de votre offre de produits. Cela peut conduire \u00e0 une meilleure satisfaction des clients et \u00e0 une fid\u00e9lisation accrue.<\/p>\n\n\n\n<p>Dans cet article, nous vous pr\u00e9sentons six <a href=\"https:\/\/www.brainvire.com\/content-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">marketing de contenu efficace<\/a> qui peuvent vous aider \u00e0 stimuler l'engagement de vos clients. Plongeons dans l'aventure ! <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"1-create-a-content-calendar\"><span class=\"ez-toc-section\" id=\"1_Create_a_Content_Calendar\"><\/span>1. Cr\u00e9er un calendrier de contenu<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>La coh\u00e9rence est l'un des param\u00e8tres importants pour obtenir les meilleurs r\u00e9sultats dans vos efforts de marketing de contenu.  Un calendrier de contenu peut vous aider \u00e0 pr\u00e9senter vos sujets de contenu et \u00e0 programmer vos publications de mani\u00e8re \u00e0 ne jamais \u00eatre \u00e0 court d'id\u00e9es et \u00e0 maintenir l'int\u00e9r\u00eat de votre public. <\/p>\n\n\n\n<p>Les calendriers de contenu sont \u00e9galement un excellent outil pour rester organis\u00e9. Par exemple, vous pouvez pr\u00e9voir de publier du contenu centr\u00e9 sur le client les lundis, mercredis et vendredis, puis des infographies et d'autres contenus visuels les mardis, jeudis et samedis. <\/p>\n\n\n\n<p class=\"has-text-align-left has-black-color has-text-color\">N'oubliez pas de consulter les outils d'analyse propos\u00e9s par les plateformes de m\u00e9dias sociaux les plus populaires afin de mieux comprendre l'engagement de votre public. Vous pourrez ainsi programmer des contenus qui appara\u00eetront \u00e0 coup s\u00fbr dans les fils d'actualit\u00e9 de vos followers. <\/p>\n\n\n\n<p>Avec une strat\u00e9gie de calendrier de contenu en place, vous avez l'avantage suppl\u00e9mentaire d'atteindre votre public et de le mettre en contact avec des sujets d'actualit\u00e9. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"2-use-compelling-infographics\"><span class=\"ez-toc-section\" id=\"2_Use_Compelling_Infographics\"><\/span>2. Utiliser des infographies convaincantes<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>En ce qui concerne les infographies, d'apr\u00e8s notre <a href=\"https:\/\/www.jeffbullas.com\/visual-content-marketing-statistics\/#:~:text=People%20share%20infographics%203x%20more,interesting%20visual%20with%20useful%20content.\" target=\"_blank\" rel=\"noreferrer noopener\">recherche<\/a>Selon le rapport de la Commission europ\u00e9enne, les individus ont tendance \u00e0 aimer et \u00e0 partager les infographies trois fois plus que n'importe quelle autre forme de contenu. Cela s'explique par le fait que les infographies sont visuellement attrayantes et faciles \u00e0 comprendre.<\/p>\n\n\n\n<p>En fait, 65% des clients sont des apprenants visuels. Les infographies ont donc un potentiel plus \u00e9lev\u00e9 pour attirer l'attention et rapprocher les lecteurs de votre marque. Les infographies ne sont pas de simples graphiques color\u00e9s ; elles permettent \u00e9galement de raconter l'histoire de votre marque et de guider les clients pour qu'ils s'y identifient.<\/p>\n\n\n\n<p>Les infographies ont tendance \u00e0 susciter une r\u00e9action \u00e9motionnelle chez le public par rapport \u00e0 n'importe quel autre message sur les m\u00e9dias sociaux ou contenu de site web. Elles augmentent \u00e9galement le taux de lecture et retiennent l'int\u00e9r\u00eat du public. L'utilisation innovante des infographies est \u00e9galement un excellent moyen de r\u00e9duire les textes longs et ennuyeux et de les remplacer par des phrases et des images consommables.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"3-include-subtitles-in-your-videos\"><span class=\"ez-toc-section\" id=\"3_Include_Subtitles_in_Your_Videos\"><\/span>3. Inclure des sous-titres dans vos vid\u00e9os<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Le marketing vid\u00e9o est une autre tactique efficace pour accro\u00eetre l'engagement du public. Le contenu vid\u00e9o obtient plus de partages et 86% des clients pr\u00e9f\u00e8rent regarder des vid\u00e9os plut\u00f4t que de devoir lire d'autres formes de contenu.<\/p>\n\n\n\n<p>La plupart des marques se concentrent sur la cr\u00e9ation de vid\u00e9os visuellement attrayantes pour stimuler leur marketing, mais seule une poign\u00e9e d'entre elles n'oublient pas de rendre leurs vid\u00e9os faciles d'acc\u00e8s. Par exemple, 28 millions d'Am\u00e9ricains handicap\u00e9s et malentendants pr\u00e9f\u00e8rent les vid\u00e9os comportant des sous-titres faciles \u00e0 lire et \u00e0 suivre.<\/p>\n\n\n\n<p>En ajoutant <a href=\"https:\/\/prettylinks.com\/fr\/blog\/improve-website-accessibility\/\" target=\"_blank\" rel=\"noreferrer noopener\">principes de base de l'accessibilit\u00e9<\/a>Votre marque peut obtenir un meilleur engagement que d'autres.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"4-write-how-to-guides-or-white-papers\"><span class=\"ez-toc-section\" id=\"4_Write_How-to_Guides_or_White_Papers\"><\/span>4. R\u00e9diger des guides pratiques ou des livres blancs<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Les guides pratiques servent de format d'apprentissage et facilitent l'interaction avec votre public. Vous avez la possibilit\u00e9 de r\u00e9soudre un probl\u00e8me \u00e0 l'aide d'un guide \u00e9tape par \u00e9tape sous forme audio, \u00e9crite et visuelle. <\/p>\n\n\n\n<p>Un livre blanc est un rapport approfondi, faisant autorit\u00e9 et perspicace sur un concept pr\u00e9cis qui sugg\u00e8re une solution \u00e0 un probl\u00e8me particulier et qui, en m\u00eame temps, fait la promotion de votre produit et de votre service. Les livres blancs sont souvent utilis\u00e9s comme documents de marketing et de vente pour promouvoir des produits et des services.<\/p>\n\n\n\n<p><a href=\"https:\/\/prettylinks.com\/fr\/blog\/4-types-of-content-that-will-help-generate-high-quality-backlinks\/\" target=\"_blank\" rel=\"noreferrer noopener\">R\u00e9daction de livres blancs<\/a> peut s'av\u00e9rer difficile au d\u00e9part en raison de la quantit\u00e9 d'informations qu'elle contient, mais elle peut s'av\u00e9rer b\u00e9n\u00e9fique pour votre marque et votre public \u00e0 long terme. Cela permet de montrer \u00e0 votre public les efforts et les comp\u00e9tences que vous poss\u00e9dez en tant qu'entreprise. En outre, cela am\u00e9liore l'image de marque globale de votre entreprise. De tels extraits de contenu de longue dur\u00e9e constituent \u00e9galement un moyen puissant d'accro\u00eetre l'engagement des clients.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"5-follow-up-on-customer-experences\"><span class=\"ez-toc-section\" id=\"5_Follow-Up_on_Customer_Experences\"><\/span>5. Suivi des exp\u00e9riences des clients <span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Chaque consommateur a, \u00e0 un moment ou \u00e0 un autre, v\u00e9cu une mauvaise exp\u00e9rience et n'est jamais revenu vers une marque. Il a attendu trop longtemps qu'un repr\u00e9sentant lui r\u00e9ponde ou s'est lass\u00e9 d'une proc\u00e9dure de paiement compliqu\u00e9e.<\/p>\n\n\n\n<p>Malheureusement, votre entreprise est susceptible de recevoir une mauvaise critique \u00e0 un moment ou \u00e0 un autre. Il est donc essentiel de mettre en place une exp\u00e9rience interactive positive pour vous et vos clients sur les pages des m\u00e9dias sociaux, les sites web, les courriels et les magasins physiques.<\/p>\n\n\n\n<p>D'un point de vue plus positif, plusieurs rapports confirment qu'une exp\u00e9rience client am\u00e9lior\u00e9e peut acc\u00e9l\u00e9rer l'engagement et le retour sur investissement de l'entreprise.  <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"6-quizzes\"><span class=\"ez-toc-section\" id=\"6_Quizzes\"><\/span>6. Quiz<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Les individus sont fascin\u00e9s par l'inconnu, et les quiz sont le meilleur moyen d'\u00e9veiller leur curiosit\u00e9. <\/p>\n\n\n\n<p>Les jeux-questionnaires permettent d'accumuler des donn\u00e9es sur les clients et de les informer sur vos nouveaux produits ou services. Vous pouvez \u00e9galement pr\u00e9senter une nouvelle gamme de produits \u00e0 vos clients par le biais de jeux-concours amusants.<\/p>\n\n\n\n<p>Cette strat\u00e9gie de contenu peut inciter vos clients \u00e0 visiter votre site web. En outre, c'est une excellente occasion de conna\u00eetre vos clients, d'interagir avec eux et de les amener \u00e0 s'int\u00e9resser davantage \u00e0 votre marque.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"in-conclusion\"><span class=\"ez-toc-section\" id=\"In_Conclusion\"><\/span>En conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Voil\u00e0, six id\u00e9es de marketing de contenu pour vous aider \u00e0 am\u00e9liorer l'engagement des clients sur votre site. Mais avant de vous laisser partir, nous souhaitons vous donner un dernier conseil. <\/p>\n\n\n\n<p>La vari\u00e9t\u00e9 est n\u00e9cessaire pour g\u00e9n\u00e9rer une strat\u00e9gie de marketing de contenu centr\u00e9e sur le client. Aucune forme de contenu ne peut \u00e0 elle seule produire des r\u00e9sultats fructueux. Un contenu monotone peut \u00eatre d\u00e9sengageant et ennuyeux pour votre public.<\/p>\n\n\n\n<p>Il est donc essentiel de fournir un contenu utile et pertinent sous diff\u00e9rents formats afin de maintenir l'enthousiasme et l'int\u00e9r\u00eat de votre public pour votre marque. Par exemple, incluez un extrait de blog, une vid\u00e9o, un contenu court, un podcast et un article long au cours d'une m\u00eame semaine.<\/p>\n\n\n\n<p>De cette fa\u00e7on, vous pouvez surprendre votre public avec un contenu inspirant et de qualit\u00e9, et en m\u00eame temps, ils attendent avec impatience vos messages pour savoir ce qui les attend cette semaine. <\/p>\n\n\n\n<p><em>Vous avez des questions sur la mani\u00e8re d'am\u00e9liorer votre contenu pour mieux engager vos clients ? <\/em>Nous nous ferons un plaisir de vous aider dans la section des commentaires. <\/p>\n\n\n\n<p>Si vous avez aim\u00e9 cet article, n'oubliez pas de nous suivre sur <a href=\"https:\/\/www.facebook.com\/prettylink\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Facebook<\/strong><\/a>, <a href=\"https:\/\/twitter.com\/prettylink?lang=en\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Twitter<\/strong><\/a>, <a href=\"https:\/\/www.pinterest.com\/memberpressplugin\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Pinterest<\/strong><\/a>et <a href=\"https:\/\/www.linkedin.com\/showcase\/pretty-links\/?viewAsMember=true\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>LinkedIn<\/strong><\/a>! Et n'oubliez pas de vous inscrire dans le <a href=\"https:\/\/prettylinks.com\/go\/box\/\" title=\"Lien d&#039;affiliation de la bo\u00eete\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">bo\u00eete<\/a> ci-dessous !<\/p>","protected":false},"excerpt":{"rendered":"<p>Dans le pass\u00e9, les clients partageaient leurs exp\u00e9riences de vente au d\u00e9tail de bouche \u00e0 oreille et n'atteignaient qu'une poign\u00e9e de personnes. Aujourd'hui, cependant, n'importe qui peut aller en ligne et laisser un avis de client que des milliers d'autres personnes peuvent lire \u00e0 tout moment. Un seul clic suffit pour faire conna\u00eetre une exp\u00e9rience client sp\u00e9cifique en...<\/p>","protected":false},"author":31847,"featured_media":8045,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_strive_checklists":"\"\"","_strive_active_checklist":"","_strive_post_notes":"","footnotes":""},"categories":[51,58,47],"tags":[514,518,96,444],"class_list":["post-8044","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advice","category-content-marketing","category-how-tos","tag-content","tag-content-engagement","tag-content-marketing","tag-customer-engagement"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.5.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"Customer feedback can help improve your services and product offerings. 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