{"id":310,"date":"2021-09-22T10:55:00","date_gmt":"2021-09-22T09:55:00","guid":{"rendered":"https:\/\/www.soweb.io\/?p=310"},"modified":"2021-10-13T17:40:12","modified_gmt":"2021-10-13T16:40:12","slug":"marketing-de-contenu","status":"publish","type":"post","link":"https:\/\/www.soweb.io\/en\/content-marketing\/","title":{"rendered":"Content Marketing"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"310\" class=\"elementor elementor-310\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4f23eb7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4f23eb7\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-a273fcf\" data-id=\"a273fcf\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-272b716 elementor-widget elementor-widget-heading\" data-id=\"272b716\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">An Introduction to Content Marketing<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-066161e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"066161e\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e2b1651\" data-id=\"e2b1651\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d4ac157 elementor-widget elementor-widget-text-editor\" data-id=\"d4ac157\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\" translation-block\">What does <strong>content marketing<\/strong> really mean?<\/p><p class=\" translation-block\">If you had to explain <strong>content marketing<\/strong>, could you clearly lay out what it is\u2014along with the key characteristics and the tools you need to put in place to hit your goals?<\/p><p class=\" translation-block\">We\u2019re sharing this content to help you better understand it so you can truly master it. The most common definition is: \u201cContent marketing is an editorial web strategy built on creating and distributing content.\u201d<\/p><p class=\" translation-block\">Great\u2014but how do you actually do it? <strong>Which channels should you use?<\/strong> What tone and style should you adopt? <strong>How do you distribute your content?<\/strong> Is it always paid? <strong>And how do you reach the right audience?<\/strong><\/p><p class=\" translation-block\">Those are all valid questions, but for the moment, set them aside so you can first <strong>understand your approach and prioritize what matters<\/strong>. Step by step, you\u2019ll be able to create <strong>the right content<\/strong> and choose <strong>the most effective channels<\/strong> to meet your short-term or ongoing objectives.<\/p><p class=\" translation-block\">This week, we\u2019re introducing <strong>the different types of media<\/strong> you can use. They\u2019re often grouped under the simple acronym <strong>POEM<\/strong>, which breaks communication channels into three categories:<\/p><ul><li class=\" translation-block\"><strong>Paid media<\/strong><\/li><li class=\" translation-block\"><strong>Owned media<\/strong><\/li><li class=\" translation-block\"><strong>Earned media<\/strong><\/li><\/ul><p class=\" translation-block\">Now let\u2019s dive into <strong>POEM<\/strong> in more detail.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c30a6f9 elementor-widget elementor-widget-heading\" data-id=\"c30a6f9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Paid media<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3372c98 elementor-widget elementor-widget-text-editor\" data-id=\"3372c98\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>If you want to reach new audiences\u2014and you have budget available\u2014paid media can be a smart way to access qualified audiences and distribute your content more broadly. Here are a few examples:<\/p><ul><li class=\" translation-block\">A <strong>sponsored post<\/strong> on a social platform (Facebook, LinkedIn, etc.)<\/li><li class=\" translation-block\">A post <strong>published through an influencer\u2019s<\/strong> channels<\/li><li>A segment or feature on a TV show<\/li><\/ul><p class=\" translation-block\">These placements are an investment, and they can pay off quickly. We\u2019ll cover how to <strong>calculate ROI<\/strong> (return on investment) in a future article titled \u201cContent Is ROI.\u201d Whether or not you choose to pay for distribution is entirely your call.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ef12207 elementor-widget elementor-widget-heading\" data-id=\"ef12207\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Owned media<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f1428f3 elementor-widget elementor-widget-text-editor\" data-id=\"f1428f3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\" translation-block\">Owned media simply means <strong>your channels<\/strong>. You create them, you run them, and you control them 100%. With this approach, you don\u2019t have to pay to publish your content.\nThat said, when you look at profitability, you should absolutely factor in the time spent producing your content\u2014whether it\u2019s written content (articles, microblog posts, white papers, short-lived content on Snapchat, Instagram Stories, etc.) or video, photo, and audio formats.<\/p>\n<p class=\" translation-block\">In other words, you\u2019re in the driver\u2019s seat. It\u2019s up to you to <strong>build your own audience<\/strong> so you can reduce your reliance on audiences you don\u2019t own\u2014whether those audiences are paid for or must be earned. And don\u2019t forget: publishing consistently on your website improves your <strong>organic search rankings and strengthens your brand image<\/strong>. Here are clear examples of <strong>owned media<\/strong>:<\/p>\n<ul>\n<li>Your website<br><\/li>\n<li>Your blog<\/li>\n<li>Your newsletter<\/li>\n<\/ul>\n<p>\u2026those are all your owned channels.<br><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a77ea82 elementor-widget elementor-widget-heading\" data-id=\"a77ea82\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Earned media<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4a68613 elementor-widget elementor-widget-text-editor\" data-id=\"4a68613\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\" translation-block\"><a href=\"https:\/\/en.wikipedia.org\/wiki\/Means_of_communication\" target=\"_blank\" rel=\"noopener\">Earned media<\/a> refers to channels you don\u2019t own\u2014but also don\u2019t pay for\u2014because you\u2019ve earned <strong>exposure and audiences on platforms<\/strong> like Facebook. When someone shares your article, they\u2019re signaling to others that your content has value and that it\u2019s worth sharing with their own audience.<\/p><p>Sometimes, that\u2019s how buzz starts. Your video gets shared again and again\u2014and suddenly it goes viral. That\u2019s your moment in the spotlight, especially if a major media outlet decides to pick it up and amplify it too. Jackpot. <strong>The holy grail for any marketer\u2026<\/strong> <strong>Le Graal de tout Marketeur<\/strong>\u2026<\/p><p class=\" translation-block\">We\u2019d be happy to meet with you and provide guidance.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8e9d43f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8e9d43f\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5d7b2a4\" data-id=\"5d7b2a4\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Introduction au marketing de contenu Que signifie r\u00e9ellement le marketing de contenu ? Si vous deviez expliquer marketing de contenu, seriez-vous pr\u00eat \u00e0 en donner les caract\u00e9ristiques exactes et les outils \u00e0 mettre en place pour atteindre vos objectifs ? Nous diffusons ce contenu pour vous aider \u00e0 le comprendre pour mieux le ma\u00eetriser. Sa [&hellip;]<\/p>","protected":false},"author":2,"featured_media":516,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[194],"tags":[],"class_list":["post-310","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing de contenu - Sowebio Strat\u00e9gie Digitale<\/title>\n<meta name=\"description\" content=\"Connaisez vous le marketing de contenu ? Oui, mais savez-vous en donner ses caract\u00e9ristiques et les outils \u00e0 mettre en place pour atteindre vos objectifs ?\" \/>\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.soweb.io\/en\/content-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing de contenu - Sowebio Strat\u00e9gie Digitale\" \/>\n<meta property=\"og:description\" content=\"Connaisez vous le marketing de contenu ? Oui, mais savez-vous en donner ses caract\u00e9ristiques et les outils \u00e0 mettre en place pour atteindre vos objectifs ?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.soweb.io\/en\/content-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Sowebio Strat\u00e9gie Digitale\" \/>\n<meta property=\"article:published_time\" content=\"2021-09-22T09:55:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-10-13T16:40:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.soweb.io\/wp-content\/uploads\/sow-ldd-ecrans_reseau-500x413web.png\" \/>\n\t<meta property=\"og:image:width\" content=\"500\" \/>\n\t<meta property=\"og:image:height\" content=\"413\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"g001\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"g001\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.soweb.io\/marketing-de-contenu\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.soweb.io\/marketing-de-contenu\/\"},\"author\":{\"name\":\"g001\",\"@id\":\"https:\/\/www.soweb.io\/#\/schema\/person\/7a6b36a2f19a428bd5a8792373e8e076\"},\"headline\":\"Marketing de contenu\",\"datePublished\":\"2021-09-22T09:55:00+00:00\",\"dateModified\":\"2021-10-13T16:40:12+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.soweb.io\/marketing-de-contenu\/\"},\"wordCount\":616,\"publisher\":{\"@id\":\"https:\/\/www.soweb.io\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.soweb.io\/marketing-de-contenu\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.soweb.io\/wp-content\/uploads\/sow-ldd-ecrans_reseau-500x413web.png\",\"articleSection\":[\"News\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.soweb.io\/marketing-de-contenu\/\",\"url\":\"https:\/\/www.soweb.io\/marketing-de-contenu\/\",\"name\":\"Marketing de contenu - Sowebio Strat\u00e9gie Digitale\",\"isPartOf\":{\"@id\":\"https:\/\/www.soweb.io\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.soweb.io\/marketing-de-contenu\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.soweb.io\/marketing-de-contenu\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.soweb.io\/wp-content\/uploads\/sow-ldd-ecrans_reseau-500x413web.png\",\"datePublished\":\"2021-09-22T09:55:00+00:00\",\"dateModified\":\"2021-10-13T16:40:12+00:00\",\"description\":\"Connaisez vous le marketing de contenu ? 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