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Les utopies du_contenu_facile_web

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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Les utopies du_contenu_facile_web

  1. 1. LES UTOPIESDU CONTENU FACILEprésente
  2. 2. Le contenu est DEVENU CENTRALpour la communication de marqueCa tombe bien :  C’EST SI FACILE !
  3. 3. VRAIMENT ?
  4. 4. LESUTOPIESDU CONTENUFACILE
  5. 5. 1 - Ecrire, ce n’est pas sorcier« Comme sa elle aurait eu plus de succès, et le le peintre uneréputation de pérevère surtout »
  6. 6. FAUXPrésenter les infos dans un ordre logique, de façon claire et simple,demande une grande pratique. Sans parler de l’orthographe et du bongoût (subjectif)...
  7. 7. 2- Internet fournit toutes les infos utiles
  8. 8. FAUXL’abondance d’infos crée surtout la confusion
  9. 9. 3- Il suffit de faire joli Cette infographie de Wiredne dressait pas un constat,mais une recommandation.Tous les chiffres sont faux. 
  10. 10. FAUXLa qualité du contenu repose sur la vérificationdes informations, avant tout.
  11. 11. 4- Nous sommes tous créateurs,tous journalistes
  12. 12. FAUXLe «User Generated Content»,c’est plutôt le «User Generated Copy» .44% des contenus produits sur le web seraient copiés
  13. 13. 5- Avec les outils grand public,plus besoin de technique
  14. 14. FAUX«Ceux qui sont capables de combinerprofondeur d’info et visualisation efficace sont desmagiciens» - Steve Doig, prix Pulitzer 1993
  15. 15. SI ON PARLAITSERIEUSEMENT ...
  16. 16. Nous viendrait-il à l’esprit de pétrir la pâteà sa place ?Créer du contenu de qualité est un métier.Qui requiert de vraies compétenceset une solide expérience.
  17. 17. Nous sommes, de fait, submergés d’infos de qualité inégaleet confrontés à la concurrence de l’attention«Intéresser les lecteurs aujourd’hui,c’est comme essayer de parler auxautomobilistes, sur le bordde l’autoroute »Cyrille FrankMediaculture.fr
  18. 18. Raison de plus pour se distinguerEt faire appel à des pros de l’info,notamment...LES JOURNALISTES
  19. 19. Le journalistes ontles compétences requises : MéthodeExpertiseRigueurConsistanceImagination 
  20. 20. MéthodeChoisir un angle intéressant et accrocheur, sélectionnerles bonnes infos, vérifier les données, les hiérarchiser,les mettre en forme de façon concise, claire et agréable.Blaise Pascal : “Je voudrais avoir écrit une lettre pluscourte, mais je n’en ai pas le temps”.
  21. 21. ExpertiseEcrire des choses justes sur des sujets complexes(santé, économie, finance...) est l’affaire de spécialistes
  22. 22. Expertise
  23. 23. RigueurNe pas mentir au lecteur tout en servant la marque estl’affaire d’un équilibre délicat qui est «gagnant-gagnant».La déontologie du journaliste est précisément sa force,car elle permet d’entretenir une relation de confiance avecle consommateur, sur la durée.“Les attentes des consommateurs sont très fortesen matière de transparence »Enquête de l’AACC Customer Marketing - Avril 2012
  24. 24. ConsistanceAller chercher l’information qui a le plus de valeur pourle lecteur, chercher à lui rendre service est au coeur de la culturedes (bons) journalistes.
  25. 25. ConsistanceDès la présentation de l’offremobile de Free, le sitequoi.info a expliqué commentrésilier son abonnement mo-bile, la question que tout lemonde allait se poser bientôt...
  26. 26. ImaginationTrouver de nouveaux sujets,de nouveaux formats,de nouvelles idéesde scénarisation de l’infoest une secondenature pour les journalistes aguerris.
  27. 27. A condition qu’ils s’appuientsur une réflexion stratégiqueLa toiture doit reposer sur unebonne charpente pour éviter la tuile :que la communication prenne l’eau.
  28. 28. Les 5 Q de la stratégie contenu Une déclinaison des 5 W who, what, when, where, why ? ** (Qui, quoi, quand, où, pourquoi ? Structure de base d’un article journalistique)
  29. 29. Dire quoi (message essentiel) ?En journalisme comme dans le marketing, il faut appliquerle principe du «unique selling proposition» *Un seul message à la fois. Quel est le service rendu et le bénéfice client ?* L’inventeur du concept est un certain Rosser Reeves de Ted Bates & Company dans les 40’
  30. 30. A qui (cible) ?Là encore il faut choisir.Vouloir parler à tous est lagarantie qu’on ne seraentendu de personne
  31. 31. Avec quels moyens (comment) ?Quel format est le plus adapté au propos et au public ?Un custom mag’, un documentaire, un guide pratique,une video, une infographie, un jeu...
  32. 32. Quand (dans quels délais) ?Combien de temps se donne le directeur marketingpour devenir le numéro mondial, dans tous les domaines ???(sourire)Des objectifs réalistes, hein...
  33. 33. A qui (cible) ?Mais pour quoi faire ?Notoriété, image,recrutement, fidélisation ... ?Toucher un«maximum de gens», ok.
  34. 34. Le contenu est roi, maispeut-il être R.O.I. ? On n’est pas là pour se faire plaisir, ni pour épater le clientavec l’effet «whaou».Quelle richesse crée-t-on pour la marque ?
  35. 35. LES RESPONSABLES MARKETINGNE SONT PLUS A CONVAINCRE87% des directeurs marketing interrogés estiment que le contenu sur mesure est unlevier très important (ils étaient 62% en 2006).40% ont constaté une réelle valeur ajoutée des contenus sur mesure (contre 11% en 2006).Plus de 90% estiment que le contenu sur mesure exerce un effet positif sur l’attitudedes gens et renforce le lien avec les consommateurs (seuls 30% en pensaient autant en 2006)Plus de 85% pensent que les consommateurs qui reçoivent du contenu sur mesureauront davantage tendance à acheter (contre 64% en 2006).Custom Content Council – Mars 2011
  36. 36. MAIS SURTOUTLe brand-content bien conçu développe des valeurs quienrichissent la marque, sur la duréeC’est un outil complémentaire du marketing pourcréer une continuité d’expérience et favoriser la résonance du message publicitaireEx : «Du côté de chez vous magazine» - vendu dans lesmagasins Leroy Merlin, en complément du sponsoring télé,renforce cette idée de service et prolonge l’expérience.De l’émission télé au lieu de vente, et au domicile.
  37. 37. Le brand contentest vraimentla marche à ne pasrater..Opération Rebull Stratosavec Félix Baumgartner – 14 oct 2012

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