{"id":3976,"date":"2018-07-26T08:32:25","date_gmt":"2018-07-26T06:32:25","guid":{"rendered":"https:\/\/www.organisator.ch\/?p=3976"},"modified":"2018-07-26T08:32:25","modified_gmt":"2018-07-26T06:32:25","slug":"herausforderungen-und-huerden-im-content-marketing","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2018-07-26\/herausforderungen-und-huerden-im-content-marketing\/","title":{"rendered":"D\u00e9fis et obstacles du marketing de contenu"},"content":{"rendered":"<figure id=\"attachment_3977\" aria-describedby=\"caption-attachment-3977\" style=\"width: 480px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-3977\" src=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2018\/07\/Herausforderungen-und-Huerden-im-Content-Marketing_Organisator.jpg\" alt=\"\" width=\"480\" height=\"506\" srcset=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2018\/07\/Herausforderungen-und-Huerden-im-Content-Marketing_Organisator.jpg 480w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2018\/07\/Herausforderungen-und-Huerden-im-Content-Marketing_Organisator-11x12.jpg 11w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2018\/07\/Herausforderungen-und-Huerden-im-Content-Marketing_Organisator-166x175.jpg 166w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2018\/07\/Herausforderungen-und-Huerden-im-Content-Marketing_Organisator-332x350.jpg 332w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2018\/07\/Herausforderungen-und-Huerden-im-Content-Marketing_Organisator-300x316.jpg 300w\" sizes=\"auto, (max-width: 480px) 100vw, 480px\" \/><figcaption id=\"caption-attachment-3977\" class=\"wp-caption-text\">Le marketing de contenu n'est pas toujours tr\u00e8s trivial - le plus grand nombre possible de \"likes\" ne d\u00e9termine pas \u00e0 lui seul le succ\u00e8s ou l'\u00e9chec de cette mesure de marketing. (Image : Fotolia.com)<\/figcaption><\/figure>\n<p>Sous le titre \"Content Marketing 2018 : le grand \u00e9cart entre les obstacles r\u00e9els et les exigences th\u00e9oriques\", le prestataire allemand de services m\u00e9dias complets w&amp;co Media Service a r\u00e9cemment men\u00e9 une enqu\u00eate. Pour cette \u00e9tude Snapshot, des directeurs ainsi que des responsables marketing et commerciaux de commer\u00e7ants en ligne et de fabricants de marques en Allemagne ont \u00e9t\u00e9 interrog\u00e9s sur le th\u00e8me du content marketing lors d'entretiens personnels au salon Internet World 2018. L'un des th\u00e8mes centraux de l'\u00e9tude w&amp;co \u00e9tait les objectifs et les obstacles du marketing de contenu. Tout d'abord, les r\u00e9ponses semblent peu spectaculaires : la r\u00e9ponse absolue en t\u00eate des principaux objectifs du marketing de contenu est, avec 37 pour cent, la diff\u00e9renciation par rapport \u00e0 la concurrence, suivie par 15 pour cent le renforcement de l'image de marque ou de l'entreprise. 13 % veulent ainsi renforcer la notori\u00e9t\u00e9 de la marque. En d'autres termes, 65 % des personnes interrog\u00e9es misent sur des objectifs classiques, qui ne se distinguent en rien des formats publicitaires traditionnels. Seuls quelques-uns osent une approche un peu plus concr\u00e8te. Ainsi, 15 % indiquent comme objectif principal la fid\u00e9lisation de la client\u00e8le, un peu plus d'un sur dix (11 %) veut augmenter le chiffre d'affaires des clients existants, 6 % visent avant tout de nouveaux groupes cibles avec le marketing de contenu. Pour seulement 2 % des personnes interrog\u00e9es, l'objectif principal est de v\u00e9hiculer certaines valeurs de l'entreprise.<\/p>\n<h2><strong>Les r\u00e9ponses manquantes r\u00e9v\u00e8lent des id\u00e9es int\u00e9ressantes sur le marketing de contenu<\/strong><\/h2>\n<p>Cependant, personne n'a choisi l'option de r\u00e9ponse consistant \u00e0 mieux comprendre les besoins des clients \u00e0 partir de l'analyse des r\u00e9ponses du marketing de contenu. La g\u00e9n\u00e9ration de leads ou de donn\u00e9es de contact client pour une approche personnalis\u00e9e n'a pas non plus \u00e9t\u00e9 approuv\u00e9e. Il n'est donc pas surprenant que la cr\u00e9ation d'une communaut\u00e9 ou d'influenceurs qui s'occupent activement de la marque n'ait pas non plus obtenu de voix. \"En ce qui concerne la question des objectifs du marketing de contenu, il est beaucoup plus passionnant - au vu des options de r\u00e9ponse dans l'enqu\u00eate - de savoir ce qui ne fait pas partie des objectifs dans la pratique aujourd'hui\", explique Janina Pielken, Marketing Manager de w&amp;co MediaServices. \"En mati\u00e8re de marketing de contenu, les possibilit\u00e9s de personnalisation, d'analyse des besoins des clients et d'effets multiplicateurs gr\u00e2ce aux communaut\u00e9s et aux influenceurs sont consid\u00e9r\u00e9es - du moins en th\u00e9orie - comme des avantages essentiels et font l'objet de discussions sous toutes leurs facettes. Il est peu probable que les cadres du marketing, de la vente et du management ne soient pas conscients des multiples potentiels du content marketing\".<\/p>\n<p>Les raisons de ces objectifs vagues en mati\u00e8re de marketing de contenu sont d'ordre technique et organisationnel. Environ un tiers (31%) consid\u00e8re les processus complexes comme le plus grand d\u00e9fi. De nombreuses interfaces et des retards dans la coordination entre les \u00e9quipes et les prestataires de services font obstacle au d\u00e9veloppement, \u00e0 la production et \u00e0 la validation des contenus.<br \/>\nPar ailleurs, 14 % des personnes interrog\u00e9es estiment que leur gestion de contenu est insuffisante et sujette aux erreurs. La recherche de versions et de formats sp\u00e9cifiques de contenu prend du temps, les validations sont complexes, beaucoup de choses se font manuellement sans flux de travail assist\u00e9 par un syst\u00e8me. Un peu plus d'une personne sur dix (11%) estime que le plus gros probl\u00e8me est le manque de possibilit\u00e9s de contr\u00f4le pendant la production de contenu, les corrections n'intervenant que tr\u00e8s tardivement.<\/p>\n<h2><strong>La majorit\u00e9 ne parvient pas \u00e0 atteindre ses objectifs en mati\u00e8re de marketing de contenu<\/strong><\/h2>\n<p>Au total, 56 pour cent - plus de la moiti\u00e9 - manquent donc d'une infrastructure informatique appropri\u00e9e et d'un contr\u00f4le du flux de travail via des plates-formes m\u00e9diatiques. \"Cela rend le marketing de contenu p\u00e9nible, la r\u00e9activit\u00e9 diminue, une interaction active avec les clients ou les communaut\u00e9s est ainsi impossible\", ajoute Pielken. \"Les lacunes techniques affectent consid\u00e9rablement l'\u00e9quipe marketing, la rendent improductive et - bien pire encore - \u00e9touffent la cr\u00e9ativit\u00e9, une comp\u00e9tence cl\u00e9 qui fait justement la diff\u00e9rence dans le marketing de contenu pour se diff\u00e9rencier en tant que marque\".<br \/>\nPour pr\u00e8s d'une personne sur quatre (23%), le probl\u00e8me est que le contenu n'est pas produit d'un seul tenant. Le marketing de contenu via des canaux individuels contribue donc trop peu au d\u00e9veloppement et \u00e0 l'identit\u00e9 globale de la marque. En d'autres termes, les objectifs actuels les plus \u00e9lev\u00e9s de ces mesures ne peuvent pas \u00eatre atteints d'embl\u00e9e pour 79 pour cent des personnes interrog\u00e9es.<\/p>\n<h2><strong>Rench\u00e9rissement inutile<\/strong><\/h2>\n<p>Pr\u00e8s d'une personne sur cinq (18%) d\u00e9plore que diff\u00e9rentes \u00e9quipes soient responsables de diff\u00e9rents canaux. Il n'est donc gu\u00e8re possible de r\u00e9utiliser des contenus existants et d'exploiter les effets de synergie lors de la cr\u00e9ation de contenus pour diff\u00e9rents canaux. Le marketing de contenu devient donc inutilement co\u00fbteux, ne serait-ce que pour des raisons organisationnelles. Il ne reste plus de moyens pour r\u00e9pondre \u00e0 la v\u00e9ritable exigence de se positionner de mani\u00e8re coh\u00e9rente sur le march\u00e9 avec des caract\u00e9ristiques uniques.<\/p>\n<p><em>Source : <a href=\"http:\/\/www.w-co.de\/\">www.w-co.de<\/a><\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Unter dem Titel\u00a0\u201eContent Marketing 2018: Spagat zwischen realen H\u00fcrden und theoretischen Anforderungen\u201c f\u00fchrte der deutsche Fullservice-Mediendienstleister w&amp;co Media Service k\u00fcrzlich eine Umfrage durch. F\u00fcr diese Snapshot-Studie wurden in pers\u00f6nlichen Gespr\u00e4chen Gesch\u00e4ftsf\u00fchrer sowie Marketing- und Vertriebsverantwortliche von Online-H\u00e4ndlern und Markenherstellern in Deutschland auf der Internet World Messe 2018 rund um das Thema Content Marketing befragt. Ein [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":3977,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Content Marketing","_yoast_wpseo_metadesc":"Eine k\u00fcrzlich durchgef\u00fchrte Umfrage zeigt einen Blick auf Herausforderungen und H\u00fcrden im Content Marketing.","articlekey":"","footnotes":""},"categories":[29],"tags":[129,339,438,459],"class_list":["post-3976","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-content-marketing","tag-marketing","tag-social-media","tag-studie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Herausforderungen und H\u00fcrden im Content Marketing - Organisator<\/title>\n<meta name=\"description\" content=\"Eine k\u00fcrzlich durchgef\u00fchrte Umfrage zeigt einen Blick auf Herausforderungen und H\u00fcrden im Content Marketing.\" \/>\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\/2018-07-26\/herausforderungen-und-huerden-im-content-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Herausforderungen und H\u00fcrden im Content Marketing\" \/>\n<meta property=\"og:description\" content=\"Eine k\u00fcrzlich durchgef\u00fchrte Umfrage zeigt einen Blick auf Herausforderungen und H\u00fcrden im Content Marketing.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.organisator.ch\/fr\/marketing\/2018-07-26\/herausforderungen-und-huerden-im-content-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Organisator\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/OrganisatorFachmagazin\" \/>\n<meta property=\"article:published_time\" content=\"2018-07-26T06:32:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2018\/07\/Herausforderungen-und-Huerden-im-Content-Marketing_Organisator.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"480\" \/>\n\t<meta property=\"og:image:height\" content=\"506\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"thomas.berner\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Herausforderungen und H\u00fcrden im #ContentMarketing\" \/>\n<meta name=\"twitter:description\" content=\"Eine k\u00fcrzlich durchgef\u00fchrte Umfrage zeigt einen Blick auf Herausforderungen und H\u00fcrden im #ContentMarketing.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2018\/07\/Herausforderungen-und-H\u00fcrden-im-Content-Marketing_Organisator.jpg\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/marketing\\\/2018-07-26\\\/herausforderungen-und-huerden-im-content-marketing\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/marketing\\\/2018-07-26\\\/herausforderungen-und-huerden-im-content-marketing\\\/\"},\"author\":{\"name\":\"thomas.berner\",\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/#\\\/schema\\\/person\\\/6f650f90b2842cd4c0cc334b4e36f67e\"},\"headline\":\"Herausforderungen und H\u00fcrden im Content Marketing\",\"datePublished\":\"2018-07-26T06:32:25+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/marketing\\\/2018-07-26\\\/herausforderungen-und-huerden-im-content-marketing\\\/\"},\"wordCount\":710,\"commentCount\":1,\"publisher\":{\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/marketing\\\/2018-07-26\\\/herausforderungen-und-huerden-im-content-marketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.organisator.ch\\\/wp-content\\\/uploads\\\/2018\\\/07\\\/Herausforderungen-und-Huerden-im-Content-Marketing_Organisator.jpg\",\"keywords\":[\"Content Marketing\",\"Marketing\",\"Social Media\",\"Studie\"],\"articleSection\":[\"MARKETING\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/marketing\\\/2018-07-26\\\/herausforderungen-und-huerden-im-content-marketing\\\/\",\"url\":\"https:\\\/\\\/www.organisator.ch\\\/marketing\\\/2018-07-26\\\/herausforderungen-und-huerden-im-content-marketing\\\/\",\"name\":\"Herausforderungen und H\u00fcrden im Content Marketing - 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