{"id":622,"date":"2017-05-23T18:10:00","date_gmt":"2023-09-07T18:10:35","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=622"},"modified":"2023-10-17T14:09:06","modified_gmt":"2023-10-17T14:09:06","slug":"niche-persona-ton-editorial-contenus-ultra-cibles","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/niche-persona-ton-editorial-contenus-ultra-cibles\/","title":{"rendered":"Niche, persona, ton \u00e9ditorial\u00a0: comment r\u00e9diger des contenus ultra-cibl\u00e9s\u00a0?"},"content":{"rendered":"\n<p><b>Vos articles ne doivent pas <i>toucher <\/i>les cibles : ils doivent les <i>passionner<\/i>. Vous vous appr\u00eatez \u00e0 lancer un nouveau produit ? Il n&rsquo;y a pas de meilleur moment pour prendre de bonnes habitudes et fignoler les 4 piliers de votre strat\u00e9gie de <a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/fr\/blog\/2016\/07\/content-marketing.html\" target=\"_blank\" rel=\"noopener\">content marketing<\/a>.<\/b> <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-1-choisir-sa-niche\"><b>1. Choisir sa niche<\/b><\/h2>\n\n\n\n<p>Les canaux de publication sont inond\u00e9s de contenu. Pour \u00e9merger, il est imp\u00e9ratif de cibler un lectorat sp\u00e9cifique, c\u2019est-\u00e0-dire de choisir une niche (voire m\u00eame des niches dans la niche) pour lui soumettre un contenu dans le respect de la Sainte-Trinit\u00e9 du content marketing : un contenu <b>unique<\/b>, <b>appropri\u00e9<\/b> et <b>utile<\/b> pour un impact maximal sur la niche<span>.<\/span><\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>D\u00e9finir une niche, c\u2019est isoler un groupe de personnes avec des int\u00e9r\u00eats communs en lien avec l\u2019univers de votre produit. Exemple : vous lancez une nouvelle gamme de v\u00e9los pliants. Il est sans doute moins judicieux de cr\u00e9er un (\u00e9ni\u00e8me) article g\u00e9n\u00e9raliste sur le v\u00e9lo que d\u2019imaginer un contenu cibl\u00e9 pour les cadres parisiens entre 25 et 35 ans ou les propri\u00e9taires de camping-car. Vous vous adressez ainsi directement \u00e0 une client\u00e8le potentielle.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large is-style-default\"><a href=\"https:\/\/www.salesforce.com\/form\/pdf\/state-of-the-connected-customer.jsp?nc=7010M000002MSqYQAW\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"350\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/09\/connected20customer20300x350.jpg?w=300\" alt=\"\" class=\"wp-image-620\" srcset=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/09\/connected20customer20300x350.jpg 300w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/09\/connected20customer20300x350.jpg?w=257&amp;h=300 257w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/09\/connected20customer20300x350.jpg?w=129&amp;h=150 129w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><\/figure>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-2-creer-des-personae\"><b>2. Cr\u00e9er des person\u00e6<\/b><\/h2>\n\n\n\n<p>D\u00e9finir une niche ne fait pas tout ! Il faut bien conna\u00eetre ses habitudes pour bien l\u2019adresser. Notre cadre parisien n\u2019a pas les m\u00eames centres d\u2019int\u00e9r\u00eat qu\u2019un amateur de caravaning\u2026 Pour construire des <b>profils types<\/b> (ou person\u00e6) il faut r\u00e9pondre \u00e0 plusieurs questions en se mettant \u00e0 la place de la personne : <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>qui<\/b> : en \u00e9tablissant une carte d\u2019identit\u00e9 de chaque cible pour en dresser un portrait (\u00e2ge, sexe, lieu de r\u00e9sidence, journ\u00e9e type de cette personne \u2013 travail et loisirs).<\/li>\n\n\n\n<li><b>quels sont ses centres d\u2019int\u00e9r\u00eat<\/b> : il s\u2019agit de d\u00e9terminer les attentes, les frustrations (pro et perso), ses motivations, ses objectifs. Cette \u00e9tape, tr\u00e8s psychologique, est primordiale car elle permet de mettre en valeur les attentes de votre cible vis \u00e0 vis de l\u2019univers de votre produit.<\/li>\n\n\n\n<li><b>comment s\u2019informe-t-il<\/b> : r\u00e9seaux sociaux, blogs, newsletters, \u00e9tudes de cas, livres blancs, webinars\u2026 Cette s\u00e9lection permet de d\u00e9gager des chemins prioritaires et secondaire pour parler \u00e0 la cible. <a href=\"http:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2016\/09\/2017_B2B_Research_FINAL.pdf\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">Selon l&rsquo;\u00e9tude annuelle Content Marketing Institute et MarketingProfs<\/a>, 83 % des marketeurs B2B privil\u00e9gient les r\u00e9seaux sociaux en 2017, 80 % les blogs et 77 % les newsletters.<\/li>\n<\/ul>\n\n\n\n<p>Les person\u00e6 d\u00e9terminent des types de discours (forme et fond) et les canaux de communication. Interrogez vos commerciaux et consultez votre CRM pour vous aider \u00e0 les d\u00e9finir. Sans oublier des outils d\u2019analyse d\u2019audience comme <i>Google Analytics<\/i>, <i>Facebook Audience Insights<\/i> ou <i>Twitter Analytics<\/i>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-3-approfondir-le-parcours-client\"><b>3. Approfondir le parcours-client<\/b><\/h2>\n\n\n\n<p>L\u2019objectif du contenu cibl\u00e9 reste de transformer un lectorat en prospects puis en clients. Il s\u2019agit de faire entrer chaque lead dans un <b>tunnel de conversion<\/b> (<u><a href=\"https:\/\/www.salesforce.com\/fr\/blog\/2016\/05\/5-techniques-de-vente-que-tout-commercial-doit-connaitre.html\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">voir notre article sur les techniques de vente<\/a><\/u>). \u00c0 chaque \u00e9tape, un type de contenu sp\u00e9cifique qui doit r\u00e9pondre \u00e0 autant de jalons du parcours client : <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>contenu d\u2019amor\u00e7age pour attirer<\/b> : le prospect s\u2019informe.<\/li>\n\n\n\n<li><b>contenu d\u2019exploration pour retenir<\/b> : on l\u2019alimente avec des informations connexes qui doivent susciter le besoin ou le d\u00e9sire pour le produit.<\/li>\n\n\n\n<li><b>contenu de conversion pour transformer<\/b> : le client doit se convaincre qu\u2019il a besoin du produit.<\/li>\n\n\n\n<li><b>contenu d\u2019engagement pour inspirer<\/b> : le client devient ambassadeur.<\/li>\n<\/ul>\n\n\n\n<p>En r\u00e9sum\u00e9, il ne faut pas seulement vendre un produit mais \u00e9duquer son futur client, l\u2019accompagner tout au long de son parcours. Pour envoyer le bon contenu au bon moment, il convient une nouvelle fois de suivre pr\u00e9cis\u00e9ment les parcours de chacun gr\u00e2ce aux donn\u00e9es pr\u00e9cieuses fournies par votre CRM et les outils d\u2019analytics.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-4-choisir-un-ton-et-un-style-editorial\"><b>4. Choisir un ton et un style \u00e9ditorial<\/b><\/h2>\n\n\n\n<p>Vous avez votre cible ? Vous connaissez ses habitudes ? Vous avez r\u00e9v\u00e9l\u00e9 ses envies et besoins ? Alors parlez-lui, mais avec son langage ! La premi\u00e8re chose que vous devez faire est \u00e9crire une <b>charte \u00e9ditoriale<\/b> d\u00e9taillant les rubriques, la forme de vos contenus (textes, vid\u00e9o), la structure de chacun (titre, sous-titre, calibrage des textes) et le style (ton, champ lexical). Un <b>calendrier \u00e9ditorial<\/b> peut aussi vous aider afin de donner du rythme \u00e0 vos publications. Et n\u2019oubliez jamais la r\u00e8gle d\u2019or : toute l\u2019astuce du content marketing consiste \u00e0 parler des sujets qui int\u00e9ressent votre lectorat, sans \u00e9voquer directement votre produit.<\/p>\n\n\n\n<p>Vous proposez un contenu de qualit\u00e9 qui apporte une plus-value r\u00e9elle (conseils, d\u00e9cryptage) \u2013 pas une publicit\u00e9 qui vous ferait perdre toute cr\u00e9dibilit\u00e9.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/www.salesforce.com\/form\/pdf\/state-of-the-connected-customer.jsp?nc=7010M000002MSqYQAW\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/09\/connected20customer20590x156.jpg?strip=all&#038;quality=95\" alt=\"\"\/><\/a><\/figure>\n\n\n\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/fr\/fr\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vos articles ne doivent pas toucher les cibles : ils doivent les passionner. Zoom sur les 4 piliers de votre strat\u00e9gie de content marketing.<\/p>\n","protected":false},"author":1,"featured_media":624,"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":[8,6],"sf_content_type":[],"blog":[357,374],"coauthors":[18],"class_list":["post-622","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-best-practices","sf_topic-marketing","blog-marketing","blog-best-practices"],"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>Niche, persona, ton \u00e9ditorial\u00a0: comment r\u00e9diger des contenus ultra-cibl\u00e9s\u00a0? \u2022 Salesforce<\/title>\n<meta name=\"description\" content=\"Vos articles ne doivent pas toucher les cibles : ils doivent les passionner. 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Zoom sur les 4 piliers de votre strat\u00e9gie de content marketing.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.salesforce.com\/fr\/blog\/niche-persona-ton-editorial-contenus-ultra-cibles\/\" \/>\n<meta property=\"og:site_name\" content=\"Salesforce\" \/>\n<meta property=\"article:published_time\" content=\"2023-09-07T18:10:35+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-17T14:09:06+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/09\/niche-persona-ton-editorial-contenus-ultra-cibles.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"667\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Sven Lindner\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"digital-delivery-operations7076\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n\t<meta name=\"twitter:label3\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data3\" content=\"Sven Lindner\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.salesforce.com\/fr\/blog\/niche-persona-ton-editorial-contenus-ultra-cibles\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/fr\/blog\/niche-persona-ton-editorial-contenus-ultra-cibles\/\"},\"author\":[{\"@id\":\"https:\/\/www.salesforce.com\/fr\/blog\/#\/schema\/person\/image\/79d32096ce743210332c825fbd1a9379\"}],\"headline\":\"Niche, persona, ton \u00e9ditorial\u00a0: comment r\u00e9diger des contenus ultra-cibl\u00e9s\u00a0?\",\"datePublished\":\"2023-09-07T18:10:35+00:00\",\"dateModified\":\"2023-10-17T14:09:06+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/fr\/blog\/niche-persona-ton-editorial-contenus-ultra-cibles\/\"},\"wordCount\":766,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.salesforce.com\/fr\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/fr\/blog\/niche-persona-ton-editorial-contenus-ultra-cibles\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/09\/niche-persona-ton-editorial-contenus-ultra-cibles.png\",\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.salesforce.com\/fr\/blog\/niche-persona-ton-editorial-contenus-ultra-cibles\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.salesforce.com\/fr\/blog\/niche-persona-ton-editorial-contenus-ultra-cibles\/\",\"url\":\"https:\/\/www.salesforce.com\/fr\/blog\/niche-persona-ton-editorial-contenus-ultra-cibles\/\",\"name\":\"Niche, persona, ton \u00e9ditorial\u00a0: comment r\u00e9diger des contenus ultra-cibl\u00e9s\u00a0? \u2022 Salesforce\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/fr\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/fr\/blog\/niche-persona-ton-editorial-contenus-ultra-cibles\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/fr\/blog\/niche-persona-ton-editorial-contenus-ultra-cibles\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/09\/niche-persona-ton-editorial-contenus-ultra-cibles.png\",\"datePublished\":\"2023-09-07T18:10:35+00:00\",\"dateModified\":\"2023-10-17T14:09:06+00:00\",\"description\":\"Vos articles ne doivent pas toucher les cibles : ils doivent les passionner. 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