{"id":5029,"date":"2022-11-09T15:10:11","date_gmt":"2022-11-09T13:10:11","guid":{"rendered":"https:\/\/blog.bancomail.com\/?p=5029"},"modified":"2025-06-17T08:56:46","modified_gmt":"2025-06-17T08:56:46","slug":"email-et-content-marketing-b2b-tendances-post-pandemie","status":"publish","type":"post","link":"https:\/\/www.bancomail.com\/blog\/fr\/email-et-content-marketing-b2b-tendances-post-pandemie\/","title":{"rendered":"Email et content marketing B2B, tendances post-pand\u00e9mie"},"content":{"rendered":"\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">De quoi parle cet article ?<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.bancomail.com\/blog\/fr\/email-et-content-marketing-b2b-tendances-post-pandemie\/#Quest-ce_que_le_content_marketing\" >Qu&#8217;est-ce que le content marketing ?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.bancomail.com\/blog\/fr\/email-et-content-marketing-b2b-tendances-post-pandemie\/#COVID-19_strategies_de_content_marketing_B2B\" >COVID-19, strat\u00e9gies de content marketing B2B<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.bancomail.com\/blog\/fr\/email-et-content-marketing-b2b-tendances-post-pandemie\/#Marketing_de_contenu_comment_promouvoir_vos_services\" >Marketing de contenu, comment promouvoir vos services<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.bancomail.com\/blog\/fr\/email-et-content-marketing-b2b-tendances-post-pandemie\/#Email_et_content_marketing_en_2022_defis_et_tendances\" >Email et content marketing en 2022, d\u00e9fis et tendances<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.bancomail.com\/blog\/fr\/email-et-content-marketing-b2b-tendances-post-pandemie\/#Gestion_de_contenu_B2B_quel_avenir\" >Gestion de contenu B2B, quel avenir ?<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p>C\u2019est en 1996 que Bill Gates a prononc\u00e9 la phrase <strong>\u201ccontent is king\u201c<\/strong>, qui est rapidement devenue la citation favorite de tous les sp\u00e9cialistes du marketing. Aujourd\u2019hui, plus de 25 ans apr\u00e8s que le fondateur de Microsoft ait prononc\u00e9 ces mots, nous pouvons le dire : il a vu juste et le marketing de contenu B2B est \u00e0 pr\u00e9sent au c\u0153ur de toutes les entreprises.<\/p>\n\n\n\n<p>Le contenu est d\u00e9sormais devenu l&#8217;\u00e9l\u00e9ment essentiel des strat\u00e9gies de marketing des entreprises du monde entier. Et les \u00e9v\u00e9nements de ces derni\u00e8res ann\u00e9es, notamment la pand\u00e9mie de COVID-19 et le confinement qui s&#8217;en est suivi, n&#8217;ont fait que renforcer davantage ce besoin pour les entreprises de cr\u00e9er leur propre contenu pour am\u00e9liorer leurs performances.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"qu-est-ce-que-le-content-marketing\"><span class=\"ez-toc-section\" id=\"Quest-ce_que_le_content_marketing\"><\/span>Qu&#8217;est-ce que le content marketing ?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Le <strong>content marketing<\/strong> vise \u00e0 identifier les techniques qui permettent aux entreprises de cr\u00e9er du contenu pour promouvoir leur marque. Autrement connu sous le nom de marketing de contenu, celui-ci, s&#8217;il est bien r\u00e9alis\u00e9 avec une strat\u00e9gie gagnante, vous permet d&#8217;augmenter&nbsp;: <\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Trafic du site web<\/li><li>Participation des clients<\/li><li>Conversions et leads<\/li><li>Visibilit\u00e9 sur les m\u00e9dias<\/li><li>Avantage concurrentiel<\/li><li>Notori\u00e9t\u00e9 de la marque<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"covid-19-strategies-de-content-marketing-b2b\"><span class=\"ez-toc-section\" id=\"COVID-19_strategies_de_content_marketing_B2B\"><\/span>COVID-19, strat\u00e9gies de content marketing B2B<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Comme le souligne le dernier rapport de 2022 &#8220;B2B Content Marketing Survey&#8221; publi\u00e9 par le Content Marketing Institute, MarketingProfs et On24, les ann\u00e9es 2020 et 2021 ont cr\u00e9\u00e9 de nouveaux besoins. Avant tout, il est important d&#8217;adapter rapidement sa strat\u00e9gie de contenu \u00e0 la nouvelle normalit\u00e9 pendant et apr\u00e8s la pand\u00e9mie. De plus, de nombreuses entreprises, qui n&#8217;avaient jamais eu besoin d&#8217;une v\u00e9ritable strat\u00e9gie de contenu auparavant, ont \u00e9t\u00e9 contraintes d&#8217;en d\u00e9velopper une \u00e0 partir de z\u00e9ro afin de se procurer de nouveaux clients et de relever les nouveaux d\u00e9fis du march\u00e9.<\/p>\n\n\n\n<p>De nombreuses soci\u00e9t\u00e9s, notamment les plus grandes, ont fait appel \u00e0 des agences externes de marketing et de communication, tandis que d&#8217;autres ont pr\u00e9f\u00e9r\u00e9 mettre en place de petites \u00e9quipes internes, g\u00e9n\u00e9ralement compos\u00e9es de 2 \u00e0 5 personnes, pour cr\u00e9er une strat\u00e9gie de contenu visant \u00e0 promouvoir l&#8217;entreprise et les produits et services associ\u00e9s.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"marketing-de-contenu-comment-promouvoir-vos-services\"><span class=\"ez-toc-section\" id=\"Marketing_de_contenu_comment_promouvoir_vos_services\"><\/span>Marketing de contenu, comment promouvoir vos services<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Mais comment promouvoir son entreprise ? Parmi les pratiques les plus courantes figurent les <strong>webinaires<\/strong> et les <strong>\u00e9v\u00e9nements num\u00e9riques<\/strong>, qui ont longuement remplac\u00e9 les \u00e9v\u00e9nements en direct et les salons professionnels.<\/p>\n\n\n\n<p>Principales tendances 2020-2021, ces \u00e9v\u00e9nements virtuels r\u00e9pondent \u00e0 deux objectifs&nbsp;: augmentez la <strong>notori\u00e9t\u00e9 de votre marque<\/strong> tout en \u00e9duquant votre public en promouvant les meilleures pratiques et des \u00e9tudes de cas. Ces initiatives faisant d\u00e9sormais partie de la nouvelle normalit\u00e9, ces e-vents continueront \u00e0 jouer leur r\u00f4le important dans les ann\u00e9es \u00e0 venir. C&#8217;est pourquoi il est n\u00e9cessaire de s&#8217;\u00e9quiper.<\/p>\n\n\n\n<p>La r\u00e8gle de l&#8217;offre et de la demande est \u00e9loquente : \u00e0 mesure que l&#8217;audience num\u00e9rique s&#8217;accro\u00eet, la concurrence virtuelle s&#8217;intensifie. D&#8217;o\u00f9 la n\u00e9cessit\u00e9 des entreprises de trouver de nouvelles formes de contenu pour se diff\u00e9rencier de leurs concurrents. D&#8217;un c\u00f4t\u00e9, on assiste \u00e0 une utilisation plus disruptive des <strong>m\u00e9dias sociaux<\/strong>, de l&#8217;autre, \u00e0 la red\u00e9couverte de moyens plus classiques comme l\u2019email marketing.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"email-et-content-marketing-en-2022-defis-et-tendances\"><span class=\"ez-toc-section\" id=\"Email_et_content_marketing_en_2022_defis_et_tendances\"><\/span>Email et content marketing en 2022, d\u00e9fis et tendances<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Toute <strong>strat\u00e9gie marketing<\/strong> passe par l&#8217;analyse des donn\u00e9es et du big data. Quelques chiffres ? Selon le rapport 2022 susmentionn\u00e9, 90 % des entreprises mesurent aujourd&#8217;hui les performances de leur contenu au moyen d&#8217;indicateurs de performance cl\u00e9s (KPI), tandis que 83 % utilisent des outils d&#8217;analyse sp\u00e9cifiques pour g\u00e9rer et contr\u00f4ler leurs activit\u00e9s de marketing de contenu, dont l\u2019email marketing.<\/p>\n\n\n\n<p>C&#8217;est pr\u00e9cis\u00e9ment de l&#8217;utilisation de l&#8217;email qu&#8217;\u00e9merge un fait tr\u00e8s int\u00e9ressant par rapport aux ann\u00e9es pr\u00e9c\u00e9dentes : 75% des entreprises confirment l&#8217;utilisation de logiciels pour automatiser l&#8217;envoi de newsletters, que ce soit sur leurs propres listes de contacts ou sur des bases de donn\u00e9es profil\u00e9es achet\u00e9es \u00e0 des soci\u00e9t\u00e9s tierces. <strong><a href=\"https:\/\/www.bancomail.com\/fr-fr\/fichier-email-par-pays\">Bancomail<\/a><\/strong>, qui fournit ce type de liste depuis plus de 20 ans, en est un exemple.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"gestion-de-contenu-b2b-quel-avenir\"><span class=\"ez-toc-section\" id=\"Gestion_de_contenu_B2B_quel_avenir\"><\/span>Gestion de contenu B2B, quel avenir ?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Cette tendance semble s&#8217;accentuer si l&#8217;on consid\u00e8re que, lorsqu&#8217;on demande quel est le plus grand d\u00e9fi auquel la gestion de contenu B2B devra faire face \u00e0 l&#8217;avenir, la premi\u00e8re r\u00e9ponse est la cr\u00e9ation d&#8217;un contenu attrayant pour tous les participants du public cible. Un d\u00e9fi difficile \u00e0 relever, qui doit \u00eatre abord\u00e9 \u00e0 plusieurs niveaux. Tout d&#8217;abord au niveau du contenu, car celui-ci doit promouvoir l&#8217;entreprise avec un message efficace. Il doit ensuite \u00eatre relev\u00e9 au niveau de l&#8217;audience et du public. Se constituer ou, plus rapidement, acqu\u00e9rir une liste bien segment\u00e9e par <strong><a href=\"https:\/\/www.bancomail.com\/fr-fr\/fichier-email-par-pays\">cat\u00e9gorie ou par profilage g\u00e9ographique<\/a><\/strong> peut \u00eatre la meilleure solution pour s&#8217;affirmer sur le plan num\u00e9rique. Car disposer d&#8217;une audience bien segment\u00e9e et pr\u00eate \u00e0 l&#8217;emploi est un avantage concurrentiel qui ne doit pas \u00eatre sous-estim\u00e9 lors de la promotion de votre entreprise ou de vos \u00e9v\u00e9nements.<\/p>\n\n\n\n<p>Quel que soit le chemin choisi, une chose est s\u00fbre : au lendemain de la pand\u00e9mie et des difficult\u00e9s qui ont suivi, l&#8217;approche gagnante a \u00e9t\u00e9 celle de ceux qui ont su innover de mani\u00e8re plus cr\u00e9ative et plus forte qu&#8217;auparavant. L&#8217;\u00e9volution de l&#8217;homme &#8211; et par cons\u00e9quent du marketing &#8211; n&#8217;est, apr\u00e8s tout, que cela. Et il en sera toujours ainsi, car si le contenu est roi, l&#8217;innovation et la cr\u00e9ativit\u00e9 sont certainement reines.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>C\u2019est en 1996 que Bill Gates a prononc\u00e9 la phrase \u201ccontent is king\u201c, qui est rapidement devenue la citation favorite de tous les sp\u00e9cialistes du marketing. Aujourd\u2019hui, plus de 25 ans apr\u00e8s que le fondateur de Microsoft ait prononc\u00e9 ces mots, nous pouvons le dire : il a vu juste et le marketing de contenu&#8230;<\/p>\n","protected":false},"author":4,"featured_media":5020,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1156],"tags":[4863,7386,7382,5548,4812,7384],"post_template":[],"top_category":[],"class_list":["post-5029","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategie","tag-generation-de-leads","tag-innovation-marketing","tag-marketing-de-contenu","tag-marketing-par-email","tag-strategie-b2b","tag-transformation-numerique"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Email et content marketing B2B, tendances post-pand\u00e9mie - Bancomail Blog<\/title>\n<meta name=\"description\" content=\"Le marketing de contenu est essentiel pour toute entreprise. 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