Le SEO est une brique importante de la visibilité de votre marketplace. Pour créer une communauté d’utilisateurs, le content marketing est un outil indispensable.
Mettre en place le content marketing sur votre marketplace
Le content marketing c’est quoi?
Le content marketing ou “marketing de contenu” en français, est une discipline marketing qui implique la création et diffusion, par une marque, de contenus médias dans le but de développer son activité. L’idée est de mettre à disposition de vos clients ou prospect un certain nombre de contenus utiles ou ludiques devant permettre de les aider ou de maîtriser des concepts souvent en lien avec vos produits ou services.
La stratégie de content marketing peut servir aussi bien dans les relations B2B que B2C. Aujourd’hui, nous nous intéresserons plus particulièrement au contenus diffusés dans le cadre d’une stratégie B2C.
À chaque objectif, son contenu
Sur le web, la notion de content marketing a été largement vulgarisée et la production de contenu peut prendre des formes diverses, s’appuyer sur des médias différents et répondre à des objectifs variés.
Je pars du principe qu’en premier lieu, en tant qu’administrateur de marketplace, vous vous fixez des objectifs webmarketing classiques mais essentiels au départ :
- Le trafic : augmenter votre trafic et donc générer plus de visites (stratégie inbound marketing et optimisation SEO)
- La conversion : favoriser la transformation sur les annonces de vos vendeurs (descriptifs produits/services, vidéos, avis clients, conseils, etc.)
- Le branding : Permettre à votre communauté d’identifier votre concept et valoriser votre marque (brand content et brand publishing)
- L’aide : Fournir un support client riche et complet (FAQ, Centre d’aide, Conseils…)
En parallèles de ces objectifs, vous pouvez optez pour différents types de formats ou supports pour diffuser votre contenus :
- les conseils et astuces (blog, fiches, articles…)
- les vidéos tutoriels ou publicitaires
- les descriptifs produits
- landing page spécifique
- les contenus créés par les utilisateurs aussi appelés contenus UGC (“User Generated Content”). Ce sont par exemple les avis utilisateurs, les forums ou encore les communautés d’entraide.
Dans ce chapitre de notre dossier “Optimiser le SEO de sa marketplace grâce au content marketing”, nous allons nous intéresser à la création d’un blog et d’articles conseils que vous pouvez proposer à votre communauté sur votre marketplace de produits ou de services.
Écrire pour le web dans une stratégie de content marketing sur une marketplace
Si l’on parle du content marketing comme d’une stratégie miracle pour booster son SEO sur le long terme, en réalité peu de personne sont vraiment à l’aise lorsqu’il s’agit d’écrire et encore moins lorsqu’il s’agit d’écrire pour le web à travers un blog. Peu se sentent l’âme d’un écrivain et beaucoup sont souvent mécontent de leurs écrits.
Quand il s’agit d’écrire, même sur un sujet qu’il maîtrise, les personnes les moins à l’aise avec cette exercice auront souvent un auto jugement hyper critique qui finira par les paralyser.
Les 5 principes fondamentaux pour un content marketing de qualité sur votre marketplace
En vérité, vous n’avez pas besoin d’avoir les talent d’un écrivain à succès pour tenir un blog.
Il vous suffit simplement de respecter 5 principes fondamentaux pour produire un contenu qui captivera votre audience :
- Une charte éditoriale bien définie
- Des idées claires
- Une méthode de structuration des articles
- Un style propre à votre marketplace
- Un contenu impactant
En respectant ces 5 principes, vous pourrez commencer à produire un contenu qui attirera votre cible et vous reprendrez confiance en vous par la même occasion.
1 – Une charte éditoriale bien définie
Votre charte éditoriale rassemble les grand principes qui encadreront la rédaction de contenu sur votre marketplace. C’est un peu le document de référence qui détaille les règles à respecter pour la rédaction d’un post et assurera l’homogénéité rédactionnelle et le style des articles de votre blog. Ainsi les articles du blog reste cohérents entre eux. C’est la guideline de votre blog.
Pour établir cette charte il n’y a pas de règles pré-établi. C’est un peu vous qui voyez. Je recommande personnellement de ne pas se lancer dans la rédaction d’un guide trop épais. D’abord parce que ce serait une belle perte de temps et qu’ensuite trop de règles peut gravement nuire à votre créativité. La charte éditoriale est un document qui doit vous aider et non vous contraindre.
Quel que soit son format, la charte éditoriale doit prendre en compte :
- Vos objectifs de communication : cible, type de trafic visé, etc.
- Votre stratégie SEO (choix des mots clés, synonymes, balisages, meta, liens internes, etc.)
- Votre ligne éditoriale : fil conducteur thématiques, Personnalité de votre marque, type d’informations transmises, ton (proche ou impersonnelle, décontractée ou sérieuse, engagée ou factuelle, etc.), le niveau de technicité désiré, rythme de publication
- Organisation du blog et rubriquage : découpage des articles en catégories cohérentes
2 – Exprimez clairement vos idées
Un article qui convertit est un article bien construit et facilement compréhensible ! Oubliez un peu les figures de style trop complexes et les phrases à rallonge qui ressemblent à des paragraphes indigestes. Restez clair et concis dans vos écrits, ils n’en seront que plus efficaces et percutants.
Utilisez des mots courts et simples que tout le monde peut comprendre, découpez ou supprimez les mots dont vous n’avez pas besoin, et rappelez-vous, être clair vaut toujours mieux que de faire l’étalage de ses connaissances.
3 – Structurer vos articles
Pour pouvoir mieux transmettre vos idées à vos lecteurs, intéresser votre audience et travailler votre SEO, vous devez être claire dans la structuration de vos articles, du titre jusqu’à la conclusion.
Pour cela vous devez surveiller plusieurs éléments de votre article :
- Les titres
- Les introductions
- Le corps de texte
- Les liens
- Les images et les vidéos
4 – Ayez votre propre style
Quel que soit votre sujet, vos articles doivent avoir de la personnalité. Même si vous êtes tenu de respecter une certaine forme de professionnalisme dans l’écrit de vos contenus, cela ne signifie pas que vous devez produire des articles académiques et sans relief.
Sur le blog de votre marketplace, vous avez la possibilité de transmettre votre passion pour un domaine ou une expertise particulière. Profitez-en pour affirmer un style personnel qui fera vos lecteurs se sentir plus proche de vous et de votre concept.
Ne confondez pas “formel” avec “professionnel”
Ne pensez pas que, pour être pris au sérieux, vous devez adopter une écriture formelle et stricte. Biensûr, votre orthographe devra être irréprochable. Biensûr, vous devrez avoir une bonne maîtrise de la grammaire. Mais il n’est pas nécessaire que vos articles ressemblent à un mémoire juridique ou à un texte de loi. Détendez-vous, vos lecteurs prendront plus de plaisir à vous lire.
5 – Écrivez des textes impactant
Est ce que ça vous ai déjà arrivé de lire un article et de vous dire :
“Mon dieu, ce bloggeur est un génie…”
Là réside le pouvoir d’un contenu impactant !
Il va s’agir pour vous d’utiliser des mots qui vous immédiatement parler à votre cible.
Deux choses à savoir si vous voulez vraiment être connecté avec votre audience:
- Sachez exactement à qui vous parlez.
- Connaissez les mots qu’ils utilisent pour décrire ce qu’ils recherchent.
Attention, il ne s’agit pas là de manipuler votre audience. Sans renier votre philosophie et vos valeurs, vous devez apprendre à partager et exprimer vos idées tout en restant à l’écoute des préoccupations de votre audience. Votre impact réside dans votre capacité à vous montrer attentionné et compatissant.
Sachez donc à qui vous parlez et écrivez des articles qui répondent à ce qu’ils veulent, et pas seulement sur ce que vous pensez être important pour votre stratégie.
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