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Atelier Initiation Marketing de Contenu - Conférence Les Affaires - Février 2014

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Le contenu est désormais le nerf de la guerre quand il s’agit de nourrir des plateformes marketing qui se multiplient à toute allure. Blogues, whitepapers, webinaires, vidéos, médias sociaux, vous vous demandez si vous devriez plonger et miser sur une stratégie de marketing de contenu ?

Grâce à une meilleure connaissance des enjeux du marketing de contenu, vous serez en mesure de faire les bons choix et de partir du bon pied afin de propulser votre marque dans les écosystèmes de contenu. À la suite de cet atelier, vous connaîtrez toutes les étapes à franchir pour planifier, pour exécuter et pour gérer à long terme votre stratégie de contenu.

Veröffentlicht in: Marketing, Business
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Atelier Initiation Marketing de Contenu - Conférence Les Affaires - Février 2014

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  32. 32. • • • • • • • New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 32
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  44. 44. • • • • • • • • • • • • • • • • New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 • 44
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  54. 54. • • • • New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 54
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  56. 56. • • • • • • • • New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 56
  57. 57. New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 57
  58. 58. New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 58
  59. 59. New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 59
  60. 60. • • • New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 60
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  66. 66. • • New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 66
  67. 67. Description Nom du Persona Age Sexe Niveau de confort avec la technologie Niveau de scolarité Type d'entreprise ou organisation Taille de l'entreprise ou de l'organisation Domaine d'expertise de la personne Role au sein de l''entreprise ou de l'organisation Plus grands problèmes qu'ils ont et qu'ils doivent résoudre Prob 1 Prob 2 Prob 3 Prob 4 Leurs étapes de la prise de décision d'achat Etape 1 Etape 2 Etape 3 Etape 4 Ils sont le plus influencé par (pubs, amis, blog, etc.) Ils sont les plus suceptibles de rencontrer votre marque sur New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 67
  68. 68. Phases décisionnelles Exploration Pas de besoin précis Besoin de compréhension Reconnaissance d'un besoin Recherche d'information sur le besoin Besoin d'assistance sur le besoin Prise de décision Identification des solutions Evaluation des solutions Choix d'une solution Passage à l'acte d'achat Retour sur expérience Partage de l'expérience New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 68
  69. 69. Étude de cas : CondoMtl.com New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 69
  70. 70. New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 70
  71. 71. New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 71
  72. 72. Mécanismes de conversion par persona (ex: B2B) Moteur de rercherche Outils d'aide à la décision Formulaire avant accès au Cahier blanc Page d'accueil Livre blanc $ Formulaire d'inscription Webinaire Réseaux sociaux Webinaire par un expert Formulaire de demande d'aide Rappel par un expert $ Page article Infolettre $ Campagne de Pub Formulaire inscription infolettre $ New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 72
  73. 73. New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 73
  74. 74. New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 74
  75. 75. • • • • • • • • New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 75
  76. 76. New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 76
  77. 77. New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 77
  78. 78. New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 78
  79. 79. http://blog.hubspot.com/blog/tabid/6307/bid/33742/12-Revealing-Charts-to-Help-You-Benchmark-YourBusiness-Blogging-Performance-NEW-DATA.aspx New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 79
  80. 80. http://blog.hubspot.com/blog/tabid/6307/bid/33742/12-Revealing-Charts-to-Help-You-Benchmark-YourBusiness-Blogging-Performance-NEW-DATA.aspx New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 80
  81. 81. • • • • New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 81
  82. 82. Cycle d’acquisition dans le Marketing de Contenu New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 82
  83. 83. • • • • • • • • • • • • New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 83
  84. 84. New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 84
  85. 85. New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 85
  86. 86. New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 86
  87. 87. • • • • • New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 87
  88. 88. • • • • • • • New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 88
  89. 89. • • • • New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 89
  90. 90. • • • • • • • New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 90
  91. 91. • • • • • • New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 91
  92. 92. New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 92
  93. 93. • • • • • New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 93
  94. 94. Prendre en compte le calendrier de l'année New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 94
  95. 95. New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 95
  96. 96. New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 96 96
  97. 97. New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 97
  98. 98. New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 98
  99. 99. ARTICLES DE BLOGUE ANIMATION DE COMMUNAUTÉ RÉSEAUX SOCIAUX LIVRES BLANCS ETUDES DE CAS E-BOOKS CURATION D’ARTICLES INFOLETTRES CONCOURS INFOGRAPHIES ILLUSTRATIONS PHOTOS WEBINAIRES DEMO-VIDEOS New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 99
  100. 100. INFOGRAPHIES ILLUSTRATIONS PHOTOS CITATIONS ANIMATION DE COMMUNAUTÉ RÉSEAUX SOCIAUX CONCOURS CURATION D’ARTICLES ARTICLES DE BLOGUE WEBINAIRES DEMO-VIDEOS INFOLETTRES New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 LIVRES BLANCS ETUDES DE CAS E-BOOKS 100
  101. 101. New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 101
  102. 102. • • • • New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 102
  103. 103. Type de contenu Fréquence Canaux de distribution Blog ORIGINAL Articles blog Infographique Photos Vidéo CURATION Articles de blog Blog Site web Photos Vidéos Événements Infographique COMMUNAUTÉ Témoignages Photos Vidéos PROMOTIONNEL Concours Tirages Coupons Promotion en magasin Suivez-nous sur Inscription infolettre Événements Twitter Google + LinkedIn Infolettre x x x x 1 / semaine Trimestriel 1 / mois Trimestriel Facebook x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x 2 à 3 / semaine 1 mois 1 mois 2 à 3 / semaine 2 / mois Lorsqu'ils se présentent Lorsqu'ils se présentent x 2 / mois x x x x x x x x x x x x x x x Trimestriel 1 / mois 1 / mois 1 / mois 2 / mois 2 / mois Lorsqu'ils se présentent x x x x x x x x x x x x x x x x x x x x x x New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 103
  104. 104. New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 104
  105. 105. • • • New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 105
  106. 106. • • • • • • • • • • • • New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 106
  107. 107. New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 107
  108. 108. New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 108
  109. 109. New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 109
  110. 110. Outils d'aide à la décision Formulaire d'inscription Webinaire Formulaire avant accès au Cahier blanc Livre blanc $ Webinaire par un expert $ ARTICLES DE BLOGUE WEBINAIRES DEMO-VIDEOS New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 LIVRES BLANCS ETUDES DE CAS E-BOOKS 110
  111. 111. New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 111
  112. 112. New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 112
  113. 113. New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 113
  114. 114. • • • New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 114
  115. 115. Nous rejoindre New York • Paris • Montreal • Varsovie • Singapour 4472 B Saint Denis, Montréal, QC H2J 2L1 | 1.514.688.1412 115

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