{"id":5180,"date":"2021-09-03T10:12:33","date_gmt":"2021-09-03T10:12:33","guid":{"rendered":"https:\/\/storylab.worldcrunch.com\/fr\/?p=5180"},"modified":"2021-10-01T16:00:56","modified_gmt":"2021-10-01T16:00:56","slug":"comment-mesurer-l-impact-de-votre-content-marketing","status":"publish","type":"post","link":"https:\/\/storylab.worldcrunch.com\/fr\/blog\/comment-mesurer-l-impact-de-votre-content-marketing\/","title":{"rendered":"Comment mesurer l&rsquo;impact de votre content marketing ?"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\"><strong>Mesurer l&rsquo;impact du content marketing permet au marketers B2B d&rsquo;optimiser leurs campagnes dans le but d&rsquo;augmenter l&rsquo;engagement et de faciliter l&rsquo;attribution du ROI.<\/strong><\/h3>\n\n\n\n<p>Quelles sont les strat\u00e9gies, tactiques et tendances qui permettent de mesurer efficacement la performance du content marketing pour les marketeurs B2B ?<\/p>\n\n\n\n<p>Voici quelques points cl\u00e9s \ud83d\udd11:<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>1) D\u00e9terminer le ROI du content marketing est le challenge num\u00e9ro 1 des marketeurs b2b.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"817\" height=\"591\" src=\"https:\/\/storylab.worldcrunch.com\/fr\/wp-content\/uploads\/sites\/2\/2021\/09\/measuring-content-marketing-bar-chart.png\" alt=\"\" class=\"wp-image-5181\" srcset=\"https:\/\/storylab.worldcrunch.com\/fr\/wp-content\/uploads\/sites\/2\/2021\/09\/measuring-content-marketing-bar-chart.png 817w, https:\/\/storylab.worldcrunch.com\/fr\/wp-content\/uploads\/sites\/2\/2021\/09\/measuring-content-marketing-bar-chart-300x217.png 300w, https:\/\/storylab.worldcrunch.com\/fr\/wp-content\/uploads\/sites\/2\/2021\/09\/measuring-content-marketing-bar-chart-768x556.png 768w\" sizes=\"(max-width: 817px) 100vw, 817px\" \/><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>2) 66% des marketeurs b2b trouvent que la performance d&rsquo;une strat\u00e9gie de content marketing est difficile \u00e0 mesurer. <\/strong><\/p>\n\n\n\n<p>N&rsquo;abandonnez pas ! Le content marketing est un investissement qui impacte votre strat\u00e9gie d&rsquo;entreprise, votre branding, l&rsquo;engagement de votre audience, et votre thought leadership.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"891\" height=\"547\" data-src=\"https:\/\/storylab.worldcrunch.com\/fr\/wp-content\/uploads\/sites\/2\/2021\/09\/content-measurement-challenges-bar-chart.png\" alt=\"\" class=\"wp-image-5182 lazyload\" data-srcset=\"https:\/\/storylab.worldcrunch.com\/fr\/wp-content\/uploads\/sites\/2\/2021\/09\/content-measurement-challenges-bar-chart.png 891w, https:\/\/storylab.worldcrunch.com\/fr\/wp-content\/uploads\/sites\/2\/2021\/09\/content-measurement-challenges-bar-chart-300x184.png 300w, https:\/\/storylab.worldcrunch.com\/fr\/wp-content\/uploads\/sites\/2\/2021\/09\/content-measurement-challenges-bar-chart-768x471.png 768w\" data-sizes=\"(max-width: 891px) 100vw, 891px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 891px; --smush-placeholder-aspect-ratio: 891\/547;\" \/><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>3) 37% des marketeurs b2b utilisent 3-5 outils \ud83e\uddf0 pour mesurer la performance de leur strat\u00e9gie de content marketing.<\/strong><\/p>\n\n\n\n<p>En tant que marketeur, vous ne devez faire qu\u2019un avec la technologie. La technologie permet d&rsquo;obtenir plus d\u2019informations sur votre audience et vos clients, et permet de mesurer l&rsquo;impact de vos campagnes.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>4) Outils analytiques, CRM, et solutions de marketing automation sont les outils indispensables pour mesurer la performance de votre strat\u00e9gie de content marketing.<\/strong><\/p>\n\n\n\n<p>Le content marketing repose sur la data. Pensez \u00e0 avoir une bonne prise en main de Google Analytics en vous concentrant principalement sur le trafic, la navigation, la recherche organique, et les conversions.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>5) D&rsquo;apr\u00e8s plus de 50% des marketeurs b2b, le taux de conversion est le plus important metric d&rsquo;une strat\u00e9gie de content marketing.<\/strong><\/p>\n\n\n\n<p>Le taux de conversion et le trafic du site sont les metrics les plus importants. Suivez et analysez votre performance pour identifier des trends et adapter votre strat\u00e9gie en fonction de vos r\u00e9sultats.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"801\" height=\"585\" data-src=\"https:\/\/storylab.worldcrunch.com\/fr\/wp-content\/uploads\/sites\/2\/2021\/09\/metrics-measuring-b2b-content-performance.png\" alt=\"\" class=\"wp-image-5183 lazyload\" data-srcset=\"https:\/\/storylab.worldcrunch.com\/fr\/wp-content\/uploads\/sites\/2\/2021\/09\/metrics-measuring-b2b-content-performance.png 801w, https:\/\/storylab.worldcrunch.com\/fr\/wp-content\/uploads\/sites\/2\/2021\/09\/metrics-measuring-b2b-content-performance-300x219.png 300w, https:\/\/storylab.worldcrunch.com\/fr\/wp-content\/uploads\/sites\/2\/2021\/09\/metrics-measuring-b2b-content-performance-768x561.png 768w\" data-sizes=\"(max-width: 801px) 100vw, 801px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 801px; --smush-placeholder-aspect-ratio: 801\/585;\" \/><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>N&rsquo;oubliez pas \ud83d\udca1: l&rsquo;optimisation marketing est un processus continu !<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Pour en savoir plus, lisez l&rsquo;\u00e9tude compl\u00e8te <a href=\"https:\/\/komarketing.com\/resources\/measuring-content-marketing-performance-a-b2b-marketers-perspective\/\" target=\"_blank\" rel=\"noreferrer noopener\">Measuring Content Marketing Performance: A B2B Marketer\u2019s Perspective<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mesurer l&rsquo;impact du content marketing permet au marketers B2B d&rsquo;optimiser leurs campagnes dans le but d&rsquo;augmenter l&rsquo;engagement et de faciliter l&rsquo;attribution du ROI.<\/p>\n","protected":false},"author":1,"featured_media":5198,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22],"tags":[],"class_list":["post-5180","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-performances"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Comment mesurer l&#039;impact de votre content marketing ? - Worldcrunch Story Lab<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/storylab.worldcrunch.com\/fr\/blog\/comment-mesurer-l-impact-de-votre-content-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment mesurer 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