{"id":459,"date":"2021-03-10T18:07:00","date_gmt":"2023-09-07T18:07:27","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=459"},"modified":"2023-11-13T17:30:24","modified_gmt":"2023-11-13T17:30:24","slug":"pourquoi-integrer-podcast-strategie-marketing","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/pourquoi-integrer-podcast-strategie-marketing\/","title":{"rendered":"Podcast de marque, pourquoi l\u2019int\u00e9grer dans sa strat\u00e9gie marketing ?"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\" id=\"h-tendance-des-podcasts-2021-un-media-a-part-enti-e-re\"><b>Tendance des podcasts 2021, un m\u00e9dia \u00e0 part enti<b>\u00e8<\/b>re<\/b><\/h2>\n\n\n\n<p> Selon <a adhocenable=\"false\" href=\"https:\/\/www.mediametrie.fr\/fr\/le-podcast-un-format-fort-potentiel\" target=\"_blank\" rel=\"noopener\">M\u00e9diam\u00e9trie<\/a>, 99 millions de podcasts ont \u00e9t\u00e9 t\u00e9l\u00e9charg\u00e9s ou \u00e9cout\u00e9s en streaming en juin 2020. Soit 29 % de plus que l\u2019ann\u00e9e pr\u00e9c\u00e9dente. Pour s\u2019informer, se cultiver, se divertir, le format audio a le vent en poupe. Et notamment chez les jeunes : les 15-34 ans composent les deux tiers de cet auditoire qui se connecte aussi bien aux podcasts dits de replay (\u00e9missions de radio en diff\u00e9r\u00e9) qu\u2019aux podcasts natifs (produits uniquement pour le web). Cette derni\u00e8re cat\u00e9gorie est d\u2019ailleurs celle qui progresse le plus vite, preuve que le podcast devient un m\u00e9dia \u00e0 part enti\u00e8re. Un m\u00e9dia avec des caract\u00e9ristiques propres qui expliquent son succ\u00e8s : un acc\u00e8s facile en mobilit\u00e9 depuis des plateformes ou des sites d\u2018\u00e9diteurs (et de marques) et une tr\u00e8s grande souplesse qui permet d\u2019\u00e9couter son \u00e9mission tout en pratiquant une autre activit\u00e9 (marche, travail manuel\u2026). On ne perd pas son temps en \u00e9coutant un podcast ! \u00c0 cela s\u2019ajoute une tr\u00e8s grande attention de l\u2019auditeur, capt\u00e9 par la voix de l\u2019animateur du d\u00e9but \u00e0 la fin de son intervention (la majorit\u00e9 des podcasts sont suivis int\u00e9gralement). <\/p>\n\n\n\n<p>L\u2019\u00e9mergence de ce nouveau ph\u00e9nom\u00e8ne est bien s\u00fbr parvenue jusqu\u2019aux oreilles des sp\u00e9cialistes marketing. D\u2019autant plus qu\u2019\u00e0 une \u00e9poque o\u00f9 l\u2019audio prend une <a adhocenable=\"false\" href=\"https:\/\/www.cbnews.fr\/etudes\/image-seuls-17-annonceurs-estiment-atteindre-bonne-audience-maniere-efficace-56711\" target=\"_blank\" rel=\"noopener\">place toujours plus importante<\/a> dans les usages des consommateurs, les entreprises, soucieuses de se d\u00e9marquer dans leurs strat\u00e9gies de communication, ont tout int\u00e9r\u00eat \u00e0 s\u2019int\u00e9resser \u00e0 la tendance podcast. <\/p>\n\n\n\n<div class=\"layout-four wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">La 8e\u00a0\u00e9dition du rapport \u00ab\u00a0Focus sur le marketing\u00a0\u00bb<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Les marketeurs misent sur chaque interaction client. Voici comment. <\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/fr\/form\/marketing\/8th-state-of-marketing\/\">Miser sur chaque interaction <\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2020\/07\/state-of-marketing-8th-card-fr.png\" class=\"attachment-full size-full\" alt=\"La 8e \u00e9dition du rapport \u00ab Focus sur le marketing \u00bb\" srcset=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2020\/07\/state-of-marketing-8th-card-fr.png 768w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2020\/07\/state-of-marketing-8th-card-fr.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2020\/07\/state-of-marketing-8th-card-fr.png?w=150&amp;h=84 150w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/>\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-four.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-four.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-four.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-le-podcast-une-opportunite-pour-les-entreprises\"><b>Le podcast, une opportunit\u00e9 pour les entreprises<\/b><\/h2>\n\n\n\n<p> Disponibilit\u00e9 de l\u2019auditeur, qualit\u00e9 d\u2019\u00e9coute : le podcast, c\u2019est la pierre philosophale qui pourrait transformer l\u2019approche ou le discours marketing en or commercial. Contrairement <a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/fr\/blog\/2021\/01\/exemple-campagnes-display-publicite-digitales.html\" target=\"_blank\" rel=\"noopener\">\u00e0 une publicit\u00e9 ou \u00e0 une vid\u00e9o virale<\/a> qui s\u2019imposent au consommateur, l\u2019\u00e9coute d\u2019un podcast r\u00e9sulte d\u2019une intention d\u00e9lib\u00e9r\u00e9e. Largement en t\u00eate, le premier crit\u00e8re de choix des auditeurs est l\u2019int\u00e9r\u00eat pour la th\u00e9matique trait\u00e9e : le sujet pr\u00e9vaut sur l\u2019\u00e9metteur quel qu\u2019il soit (m\u00e9dia traditionnel ou marque commerciale). Toute marque est donc l\u00e9gitime \u00e0 diffuser du contenu pourvu que celui-ci soit digne d\u2019int\u00e9r\u00eat. On voit tout de suite la puissance du podcast dans une strat\u00e9gie d\u2019inbound marketing pour attirer des prospects de qualit\u00e9, concern\u00e9s par le contenu propos\u00e9 par la marque et donc potentiellement int\u00e9ress\u00e9s par les produits ou les services de l\u2019entreprise. Le podcast est inspirant et engageant. <\/p>\n\n\n\n<p>Le podcast a d\u2019autres vertus. M\u00e9dia recherch\u00e9 par les internautes, il favorise le trafic vers le site web et permet d\u2019animer les r\u00e9seaux sociaux. Vecteur de l\u2019\u00e9motion, la voix humanise le discours et renforce la proximit\u00e9 entre l\u2019auditeur et la marque. Enfin, le format podcast ne n\u00e9cessite pas d\u2019importants investissements techniques ou financiers. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-bien-utiliser-le-podcast-dans-sa-strategie-de-contenu\"><b>Bien utiliser le podcast dans sa strat\u00e9gie de contenu<\/b><\/h2>\n\n\n\n<p>Les th\u00e9matiques et la qualit\u00e9 des contenus propos\u00e9s sont primordiaux, quel que soit la nature du discours : divertissant, culturel, informatif\u2026 C\u2019est donc sur le fond que se portera toute votre attention au moment de la mise en \u0153uvre de votre strat\u00e9gie podcast. Comme pour toute campagne marketing, il faudra d\u00e9finir vos objectifs, s\u00e9lectionner des th\u00e8mes porteurs dans votre \u00e9cosyst\u00e8me, identifier les producteurs de contenus et la ou les voix qui porteront le message. <br>Il est possible de distinguer trois m\u00e9thodes d\u2019approches d\u2019une strat\u00e9gie podcast qui peuvent d\u2019ailleurs se combiner entre elles. <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Cr\u00e9er son propre podcast. <\/b>Cette approche implique de ma\u00eetriser toute la cha\u00eene de production, de la conception \u00e0 la diffusion en passant par la r\u00e9alisation. Elle n\u00e9cessite quelques comp\u00e9tences techniques (prise de son, montage, habillage musical\u2026) et la mise \u00e0 disposition de mat\u00e9riel sp\u00e9cifique (enregistreur, micros\u2026). Mais le plus d\u00e9licat, on ne cesse de le r\u00e9p\u00e9ter, reste de construire le discours : \u00e9tablissement d\u2019un calendrier \u00e9ditorial, \u00e9criture des sujets dans un style enlev\u00e9, s\u00e9lection des intervenants. <\/li>\n\n\n\n<li><b>Sponsoriser un podcast. <\/b>Puisque le m\u00e9dia est en vogue, vous pouvez surfer sur la vague en parrainant une ou plusieurs \u00e9missions : \u00ab Ce podcast vous est pr\u00e9sent\u00e9 par\u2026 \u00bb. Il va sans dire que l\u2019univers du podcast choisi (\u00e9conomie, vie pratique, art &amp; spectacle\u2026) doit \u00eatre en phase avec le v\u00f4tre. <\/li>\n\n\n\n<li><b>Pr\u00eater sa voix \u00e0 un podcast. <\/b>Vous avez une expertise ? Profitez-en pour participer \u00e0 des \u00e9missions comme invit\u00e9. Non seulement vous \u00e9largirez votre surface de prospection mais vous renforcerez aussi la notori\u00e9t\u00e9 de votre marque. Pour cela, identifiez les \u00e9diteurs susceptibles d\u2019\u00eatre int\u00e9ress\u00e9s par vos domaines de comp\u00e9tence et sollicitez-les en leur proposant, pourquoi pas, des id\u00e9es de th\u00e8mes \u00e0 traiter.<\/li>\n<\/ul>\n\n\n\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/fr\/fr\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Informatif, divertissant ou cultivant, le podcast audio \u00e0 le vent en poupe.<\/p>\n","protected":false},"author":1,"featured_media":461,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[6],"sf_content_type":[],"blog":[357],"coauthors":[27],"class_list":["post-459","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing","blog-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Podcast de marque, pourquoi l\u2019int\u00e9grer dans sa strat\u00e9gie marketing ? \u2022 Salesforce<\/title>\n<meta name=\"description\" content=\"Informatif, divertissant ou cultivant, le podcast audio \u00e0 le vent en poupe.\" \/>\n<meta name=\"robots\" content=\"index, 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