Mesurer vos résultats en Content Marketing avec la méthode OKR
Dans une stratégie de marketing de contenu, c’est peut-être la difficulté numéro 1 : mesurer vos résultats et prouver l’intérêt du content marketing. Nous vous dévoilons une méthode qui a largement fait ses preuves pour vous aider à mesurer vos résultats : la méthode OKR.
Qu’est-ce que la méthode OKR ?
La méthode OKR existe depuis 1954, lorsque Peter Drucker a inventé le management par les objectifs (MBO). Le PDG d’Intel, Andy Grove, a transformé la méthode MBO en OKR, toujours utilisée aujourd’hui par de nombreuses entreprises telles que Google. Elle est utilisée pour les stratégies marketing en général, mais convient tout à fait aux stratégies de content marketing.
Voici comment fonctionne la méthode OKR :
- Définir un Objectif à atteindre
- Lister les résultats clés (Key Result) afin de mesurer les progrès vers cet objectif
- Identifier les actions à mener pour atteindre ces résultats clés.
Objectif
"Où est ce que je désire aller ?"
L'objectif doit être pensé comme une destination, un point à atteindre.
Exemple : Je désire me rendre à Paris, depuis Brest.
Résultat clé
"Comment saurais-je si j'y suis ?"
Les résultats clés montrent le chemin et mesurent vos progrès vers l'objectif.
Exemple : Je dois passer par Rennes et Le Mans pour arriver à Paris.
Action
"Que dois-je faire pour y aller ?"
Les actions désignent le travail à accomplir pour influencer les résultats clés.
Exemple : Pour aller à Rennes, je dois prendre le train/payer mes billets/faire du covoiturage...
Quelques règles sont à respecter pour que la méthode fonctionne : limiter le nombre d’objectifs (3 maximum) et le nombre de résultats clés (5 maximum) ; définir le temps nécessaire à la réalisation des OKR (au mois, au trimestre, à l’année…) ; les objectifs doivent être compréhensibles par tous et de haut niveau ; les résultats clés doivent être mesurables et spécifiques. A noter que les OKR ne se substituent pas à la mesure de la performance de vos contenus : un reporting sera toujours nécessaire.
La méthode OKR possède plusieurs intérêts :
- Elle permet aux équipes d’être plus efficaces, plus concentrés sur un objectif précis en augmentant les résultats ;
- Les managers et les employés sont alignés sur une même stratégie et convergent vers le même objectif ;
- Elle force à penser en “résultat atteint” (augmentation du trafic) plutôt qu’en “actions réalisées” (production de 15 articles).
La méthode OKR dans votre stratégie content marketing
Nous allons voir quelques exemples de la méthode OKR pour des stratégies de marketing de contenu.
Hervé est content manager pour une marque de produits cosmétiques. Pour le prochain trimestre, et selon la stratégie marketing de la marque, il choisit ces objectifs :
O1 – Augmenter les résultats du blog de la marque
- KR1 : Attirer 30 000 visiteurs sur le blog
- KR2 : Collecter 3000 e-mails
- KR3 : Obtenir 500 clients à partir des contenus du blog
- KR4 : Augmenter le positionnement SEO de 3 articles
O2 – Améliorer l’expérience client sur le site web
- KR1 : Faire descendre le taux de rebond de 20%
- KR2 : 40% des visiteurs reviennent sur le site
- KR3 : 50% de nos clients actuels répondent à notre questionnaire sur leur expérience sur le site
- KR4 : Augmenter les clics cross-selling de 15%
Julia gère en free-lance les contenus d’une entreprise de BTP depuis peu. Après un audit des contenus et l’élaboration de la stratégie éditoriale, elle décide de s’intéresser à l’audience de l’entreprise :
O1 – Comprendre comment toucher l’audience type
- KR1 : 20% de nos clients actuels répondent à notre enquête en ligne
- KR2 : 50% de nos clients actuels nous font part de leurs besoins
- KR3 : Définir des personae à partir de nos meilleurs clients
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