{"id":38270,"date":"2025-05-09T03:37:58","date_gmt":"2025-05-09T01:37:58","guid":{"rendered":"https:\/\/www.markt-kom.com\/?p=234378"},"modified":"2025-05-08T16:37:16","modified_gmt":"2025-05-08T14:37:16","slug":"professionalisierung-im-content-marketing-in-der-schweiz-schreitet-voran","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2025-05-09\/professionalisierung-im-content-marketing-in-der-schweiz-schreitet-voran\/","title":{"rendered":"La professionnalisation du marketing de contenu progresse en Suisse"},"content":{"rendered":"
\"\"<\/a>\r\n
(Graphiques : \u00e9tude Content Marketing 2025, Heierli et al.)<\/figcaption>\r\n<\/figure>\r\n

Le content marketing est central pour les entreprises suisses. 66 pour cent des entreprises interrog\u00e9es utilisent activement le content marketing, comme le montre une enqu\u00eate r\u00e9cente de la ZHAW. M\u00eame les entreprises qui ne pratiquent pas encore le marketing de contenu pr\u00e9voient pour la plupart de l'introduire. Cela se refl\u00e8te \u00e9galement dans les budgets : les entreprises investissent pr\u00e8s de 40 pour cent de leur budget total dans des mesures de marketing de contenu. \"Nous constatons une professionnalisation croissante du marketing de contenu. Cela signifie par exemple : des strat\u00e9gies clairement d\u00e9finies, des analyses des groupes cibles et l'utilisation d'outils de gestion de contenu pour la planification, la cr\u00e9ation et la distribution du contenu\", explique la responsable de l'\u00e9tude Nadine Stahl de la ZHAW.<\/p>\r\n

 <\/p>\r\n

L'IA am\u00e9liore l'efficacit\u00e9 <\/strong><\/h3>\r\n

Les grandes entreprises en particulier utilisent de plus en plus l'intelligence artificielle dans leurs processus de contenu, peut-on lire dans l'\u00e9tude. L'IA est surtout utilis\u00e9e dans la cr\u00e9ation automatis\u00e9e de textes, l'optimisation du contenu et les analyses pour mesurer le succ\u00e8s. Les outils bas\u00e9s sur l'IA pour la personnalisation des contenus et la distribution automatis\u00e9e des contenus gagnent en importance. Les entreprises qui ont d\u00e9j\u00e0 fait l'exp\u00e9rience de l'IA dans le marketing de contenu font \u00e9tat de gains d'efficacit\u00e9 et d'une am\u00e9lioration du ciblage.\"\"<\/a><\/p>\r\n

Parall\u00e8lement, selon l'\u00e9tude, le manque de connaissances sp\u00e9cialis\u00e9es, les structures internes insuffisantes et les incertitudes concernant la qualit\u00e9 et la cr\u00e9dibilit\u00e9 des contenus g\u00e9n\u00e9r\u00e9s par l'IA freinent leur adaptation \u00e0 grande \u00e9chelle. \"Notre \u00e9tude donne pour la premi\u00e8re fois un aper\u00e7u de l'utilisation de l'IA dans le marketing de contenu. Nous avons constat\u00e9 que l'influence de l'IA sur la cr\u00e9ativit\u00e9 et l'authenticit\u00e9 fait l'objet de controverses. Alors que certaines entreprises consid\u00e8rent l'IA comme un outil de soutien qui compl\u00e8te la cr\u00e9ativit\u00e9 humaine, d'autres voient les risques d'une trop grande automatisation\", poursuit Stahl. Mais malgr\u00e9 ces d\u00e9fis, de nombreuses entreprises s'attendent \u00e0 ce que l'IA joue un r\u00f4le cl\u00e9 dans le marketing de contenu au cours des prochaines ann\u00e9es.<\/p>\r\n

\"\"<\/a><\/p>\r\n

Les donn\u00e9es sont de plus en plus pertinentes<\/strong><\/h3>\r\n

Les entreprises utilisent principalement les donn\u00e9es pour mieux comprendre le comportement et les int\u00e9r\u00eats de leurs groupes cibles et pour analyser l'efficacit\u00e9 des formats de contenu. Pourtant, beaucoup n'exploitent pas encore le potentiel de leurs donn\u00e9es. \"C'est justement dans le domaine de l'optimisation bas\u00e9e sur les donn\u00e9es et de la personnalisation des contenus qu'il existe un potentiel de d\u00e9veloppement\", explique Nadine Stahl.<\/p>\r\n

Diversit\u00e9 des formats de contenu<\/strong><\/h3>\r\n

Les posts sur les m\u00e9dias sociaux et les articles sur le site web de l'entreprise sont les plus fr\u00e9quemment cr\u00e9\u00e9s. Les podcasts, les livres blancs ou les \u00e9tudes sur les meilleures pratiques sont consid\u00e9r\u00e9s comme particuli\u00e8rement efficaces par les personnes interrog\u00e9es, mais leur cr\u00e9ation est co\u00fbteuse. Le choix des canaux de distribution se fait de plus en plus en fonction du groupe cible. Le propre site web de l'entreprise et les m\u00e9dias sociaux, notamment LinkedIn et Instagram, sont consid\u00e9r\u00e9s comme des canaux particuli\u00e8rement pertinents. \"Il est int\u00e9ressant de constater que les entreprises qui travaillent en fonction des donn\u00e9es investissent de mani\u00e8re nettement plus cibl\u00e9e dans la distribution de contenus et misent notamment sur les 'Owned Media' et les 'Shared Media'\", explique Nadine Stahl.<\/p>\r\n

\"\"<\/a><\/p>\r\n

\r\n

Pour les \u00c9tude de marketing de contenu 2025 <\/strong>l'Institut de gestion du marketing de la ZHAW School of Management and Law a \u00e9tudi\u00e9 pour la quatri\u00e8me fois l'utilisation et la diffusion du marketing de contenu en Suisse. 924 entreprises suisses de tailles et de secteurs diff\u00e9rents ont particip\u00e9 \u00e0 cet effet \u00e0 une enqu\u00eate en ligne en janvier 2025. Cliquez ici pour acc\u00e9der \u00e0 l'enqu\u00eate l'ensemble de l'\u00e9tude<\/a>.<\/em><\/p>","protected":false},"excerpt":{"rendered":"

Deux tiers de toutes les entreprises suisses utilisent activement le marketing de contenu et enregistrent une professionnalisation du domaine. Les grandes entreprises int\u00e8grent de plus en plus l'intelligence artificielle (IA) dans leurs processus de contenu. Mais beaucoup n'en sont encore qu'au d\u00e9but et discutent de l'utilisation de l'IA de mani\u00e8re controvers\u00e9e. C'est ce que montre la derni\u00e8re \u00e9tude sur le marketing de contenu de la ZHAW.<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Content Marketing","_yoast_wpseo_metadesc":"Zwei Drittel aller Schweizer Unternehmen nutzen Content Marketing aktiv und verzeichnen eine Professionalisierung des Bereichs.","articlekey":"","footnotes":""},"categories":[29],"tags":[62,129,156,319,4343,459],"class_list":["post-38270","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-aus-weiterbildung","tag-content-marketing","tag-digitalisierung","tag-kuenstliche-intelligenz","tag-markom","tag-studie"],"acf":[],"yoast_head":"\nProfessionalisierung im Content Marketing in der Schweiz schreitet voran - Organisator<\/title>\n<meta name=\"description\" content=\"Zwei Drittel aller Schweizer Unternehmen nutzen Content Marketing aktiv und verzeichnen eine Professionalisierung des Bereichs.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.organisator.ch\/fr\/marketing\/2025-05-09\/professionalisierung-im-content-marketing-in-der-schweiz-schreitet-voran\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Professionalisierung im Content Marketing in der Schweiz schreitet voran - 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