Comment créer sa stratégie brand content ?

Vendre des produits ne suffit plus aujourd’hui. En tant qu’entreprise, en tant que marque, vous devez faire entendre votre voix, votre histoire, vos valeurs. Votre engagement est aussi important que vos produits. C’est votre stratégie brand content qui vous rend unique, et identifiable par vos prospects. 

Pourquoi créer une stratégie brand content ?

De nombreuses entreprises n’ont pas de stratégie brand content définie. Plusieurs raisons expliquent ce défaut : manque de temps, manque de connaissances marketing, manque d’intérêt, manque de moyens. 

Pourtant, un brand content aligné avec votre entreprise vous permet d’atteindre vos objectifs de notoriété, de croissance et de ventes. Connaissez-vous une grande entreprise qui n’a pas de vision, de valeurs, d’engagement ? C’est justement ce qui leur a permis de croître et d’avoir plus d’impact sur leur marché. Votre contenu de marque servira autant l’image de votre entreprise que la vente de vos produits et de vos services, en vous donnant une identité forte.

Les bénéfices du brand content

Audit de votre contenu existant

Si vous aviez déjà débuté une stratégie de content marketing avant de réfléchir à votre brand content, nous vous conseillons de réaliser un audit de contenu avant de déployer votre nouvelle stratégie. 

Pour faire simple : quels sont les contenus que vous avez publié jusqu’à maintenant ? quelle était leur nature ? de quoi parlaient-ils ? est-ce que leur thème correspond toujours à la vision de votre entreprise et aux valeurs que vous souhaitez transmettre ? étaient-ils consultés par votre audience ? 

Faites un tableau à 3 colonnes et classez vos contenus (articles, landing pages, newsletter…) : les contenus à conserver en l’état ; les contenus à modifier selon votre nouvelle stratégie ; les contenus à supprimer. Vous y verrez tout de suite plus clair ! 

Votre ligne éditoriale brand content

Pour avoir en tête votre stratégie brand content, il n’y a rien de mieux qu’une ligne éditoriale. De nombreux éléments composent une ligne éditoriale complète : votre positionnement, vos objectifs, vos cibles, vos KPI, vos mots-clés, votre copy strategy, votre matrice de communication, vos supports de communication, votre planning éditorial, etc. N’hésitez pas à nous contacter si vous avez besoin de créer votre ligne éditoriale

Ce qui va refléter votre stratégie brand content dans votre ligne éditoriale, c’est principalement votre positionnement et votre copy strategy. Nous allons donc détailler ensemble ces deux points précis.

Le positionnement

Dans votre stratégie de marque, le positionnement est indispensable à définir, de la façon la plus précise possible. Cette partie doit raconter l’histoire de votre entreprise, votre histoire si elle permet de mieux comprendre la marque et vos intentions, et les valeurs que vous défendez au quotidien par votre marque ou par vos engagements. 

Votre positionnement peut également apparaître sur votre site de façon plus concise, dans une page “Qui sommes-nous ?”. Lorsque les internautes recherchent des informations sur une marque, c’est vers cette page qu’ils se dirigent naturellement. 

Quelques exemples : 

La copy strategy

La copy strategy se décline en plusieurs éléments : 

  • cibles → qui vise la marque ?
  • objectifs → quels sont les objectifs de la marque ?
  • message → comment définir la marque en quelques mots ? 
  • preuves → qu’est-ce qui prouve ce message dans les services et produits de la marque ?
  • bénéfices → quels sont les bénéfices apportés aux clients ? 
  • ton → comment s’exprime la marque dans ses contenus ? comment s’exprime ses prospects ? 
  • guide style → sous quelle forme ? quel type de contenu ? quel vocabulaire ? 
  • contraintes → quelles sont les contraintes légales à communiquer ? 

    Une copy strategy claire vous fera gagner un temps considérable lors de la création de vos contenus. N’hésitez pas à détailler en particulier le ton, le guide style et les contraintes, afin que n’importe qui dans votre équipe puisse s’y référer et créer du contenu facilement. Cela fonctionne également si vous sous-traitez la rédaction de vos contenus : fournir une ligne éditoriale à votre rédacteur l’aidera à créer du contenu adapté au style de votre marque. Si vous avez le temps, vous pouvez même créer un
    exemple pour chaque type de contenu, et le reprendre à chaque fois que vous prenez la parole en tant que marque.

Besoin de vous faire accompagner ? De plus d’informations sur nos prestations ? 

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