{"id":16353,"date":"2018-04-11T11:10:50","date_gmt":"2018-04-11T17:10:50","guid":{"rendered":"https:\/\/memberpress.com\/?p=16353"},"modified":"2022-02-16T11:10:11","modified_gmt":"2022-02-16T18:10:11","slug":"informational-and-promotional-content-what-are-you-writing-anyway","status":"publish","type":"post","link":"https:\/\/memberpress.com\/fr\/blog\/informational-and-promotional-content-what-are-you-writing-anyway\/","title":{"rendered":"Qu'est-ce que la r\u00e9daction promotionnelle ou le contenu informatif (et comment \u00e9quilibrer les deux) ?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Vous savez d\u00e9sormais que le contenu de votre site web et de votre blog a une finalit\u00e9 plus large. Le contenu n'existe pas seulement parce que vous \"devez\" l'\u00e9crire. La cr\u00e9ation de contenu et le marketing sont indispensables si vous voulez attirer les gens vers votre entreprise.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<label for=\"ez-toc-cssicon-toggle-item-6ad686b530f25\" class=\"ez-toc-cssicon-toggle-label\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">CE QU'IL Y A \u00c0 L'INT\u00c9RIEUR<\/p>\n<span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6ad686b530f25\"  \/><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:\/\/memberpress.com\/fr\/blog\/informational-and-promotional-content-what-are-you-writing-anyway\/#What_is_Promotional_Writing\" >Qu'est-ce que la r\u00e9daction promotionnelle ?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/memberpress.com\/fr\/blog\/informational-and-promotional-content-what-are-you-writing-anyway\/#What_is_Informational_Content\" >Qu'est-ce qu'un contenu informatif ?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/memberpress.com\/fr\/blog\/informational-and-promotional-content-what-are-you-writing-anyway\/#Writing_Informational_Content\" >R\u00e9diger un contenu informatif<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/memberpress.com\/fr\/blog\/informational-and-promotional-content-what-are-you-writing-anyway\/#Think_Like_a_Marketer_306010\" >Penser comme un sp\u00e9cialiste du marketing 30\/60\/10<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p class=\"wp-block-paragraph\">La r\u00e9daction est un moyen efficace de transformer vos abonn\u00e9s en clients. Il s'agit de r\u00e9diger \u00e0 la fois du contenu informatif et promotionnel. Quel type de contenu r\u00e9digez-vous ? Quelles sont vos motivations ? Et quand devriez-vous le r\u00e9diger ? (Et lorsque nous parlons de \u201c r\u00e9daction \u201d, nous utilisons ce terme au sens large pour d\u00e9signer la production de tout type de contenu, y compris les vid\u00e9os et les infographies.)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Qu'est-ce que la r\u00e9daction promotionnelle par rapport \u00e0 la r\u00e9daction informative ? Dans cet article, nous allons pr\u00e9ciser les diff\u00e9rences entre les deux et vous donner des conseils sur les meilleures fa\u00e7ons de r\u00e9diger les deux.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"what-is-promotional-writing\"><span class=\"ez-toc-section\" id=\"What_is_Promotional_Writing\"><\/span>Qu'est-ce que la r\u00e9daction promotionnelle ?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Vous avez un nouveau livre \u00e9lectronique ou un nouveau cours qui sortira bient\u00f4t ? Vous offrez des essais gratuits pour une nouvelle ligne de soins de la peau ? <a href=\"https:\/\/www.skillsyouneed.com\/rhubarb\/creating-good-promotional-content.html\" target=\"_blank\" rel=\"noopener noreferrer\">Contenu promotionnel<\/a> parle de vos produits et services, en informant les adeptes et les lecteurs de leur existence dans le but de commercialiser ces produits ou services, non seulement pour attirer les adeptes actuels en tant que clients, mais aussi pour gagner de nouveaux adeptes \u00e0 la recherche de votre produit.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le contenu promotionnel est aussi parfois appel\u00e9 contenu \"d\u00e9cisionnel\" parce qu'il sert \u00e0 orienter les clients potentiels vers l'entonnoir de vente dans le but de les convertir en clients. La meilleure pratique pour r\u00e9diger ce type de contenu consiste \u00e0 montrer (et non \u00e0 dire !) aux prospects et aux clients en quoi votre produit ou service leur apporte un avantage unique.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Alors pourquoi ne pas \u00e9crire du contenu promotionnel en permanence ? Si vous vendez quelque chose, il est tentant de promouvoir continuellement vos produits (parce qu'ils sont g\u00e9niaux, bien s\u00fbr !).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mais vous savez probablement de premi\u00e8re main \u00e0 quel point ces vendeurs insistants peuvent \u00eatre aga\u00e7ants. C'est encore plus vrai si l'on consid\u00e8re que la majorit\u00e9 des internautes recherchent des informations pour les aider \u00e0 r\u00e9soudre un probl\u00e8me plut\u00f4t qu'un produit \u00e0 acheter.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le contenu promotionnel a cependant sa place et son temps, et nous y reviendrons, mais parlons d'abord de son partenaire, le contenu informatif.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"what-is-informational-content\"><span class=\"ez-toc-section\" id=\"What_is_Informational_Content\"><\/span>Qu'est-ce qu'un contenu informatif ?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">L'objectif de la <a href=\"https:\/\/searchengineland.com\/the-informational-content-advantage-156186\" target=\"_blank\" rel=\"noopener noreferrer\">contenu informatif<\/a> est d'aider \u00e0 r\u00e9pondre aux questions que se posent les acteurs de votre secteur et d'apporter des solutions aux probl\u00e8mes qu'ils rencontrent.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le contenu informatif permet d'\u00e9duquer votre public et de mettre en valeur votre expertise. L'objectif \u00e0 long terme est que les gens vous consid\u00e8rent comme une autorit\u00e9 dans votre domaine. Une fois que vous \u00eates devenu une autorit\u00e9, les personnes qui vous suivent sont plus dispos\u00e9es \u00e0 lire votre contenu promotionnel et les internautes sont plus enclins \u00e0 faire confiance \u00e0 votre contenu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C'est assez facile, non ?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C'est possible. Il suffit d'en savoir un peu plus sur les diff\u00e9rents types de contenu informatif que vous devez cr\u00e9er. Le contenu informatif, comme indiqu\u00e9 dans notre <a href=\"https:\/\/memberpress.com\/fr\/ideal-length-for-website-content\/\">blog sur la longueur id\u00e9ale<\/a>La page d'accueil est le type de page qui a le plus de poids sur votre site web et votre blog. Il contient les informations qui d\u00e9crivent votre entreprise dans son ensemble.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si ces articles entrent g\u00e9n\u00e9ralement dans la cat\u00e9gorie des contenus longs (plus de 1 200 mots), ce n'est pas forc\u00e9ment le cas. Apr\u00e8s tout, une infographie informative est tr\u00e8s probablement <em>pas<\/em> 1 200 mots.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"writing-informational-content\"><span class=\"ez-toc-section\" id=\"Writing_Informational_Content\"><\/span>R\u00e9diger un contenu informatif<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">L'objectif du contenu informatif est d'informer. En donnant un aper\u00e7u d'un sujet li\u00e9 \u00e0 votre activit\u00e9, vous donnez aux lecteurs une raison de consulter votre blog ou votre site. Le contenu informatif se pr\u00e9sente principalement sous deux formes diff\u00e9rentes : le contenu permanent et le contenu limit\u00e9 dans le temps.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"evergreen-content\">Contenu permanent<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Le contenu permanent offre des informations, y compris des vues d'ensemble, des conseils, des astuces et du mat\u00e9riel explicatif ou didactique qui restent inchang\u00e9s au fil du temps. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le contenu permanent est donc id\u00e9al pour les documents de longue dur\u00e9e, tels que les livres \u00e9lectroniques, <a href=\"https:\/\/memberpress.com\/fr\/introducing-memberpress-courses\/\" target=\"_blank\" rel=\"noopener noreferrer\">Cours en ligne<\/a>Les visiteurs peuvent \u00e9galement assister \u00e0 des d\u00e9monstrations de produits et \u00e0 des tutoriels sur votre secteur d'activit\u00e9 et vos produits.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"time-limited-content\">Contenu limit\u00e9 dans le temps<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Les contenus \u00e0 dur\u00e9e limit\u00e9e fournissent aux lecteurs des informations d'actualit\u00e9, c'est-\u00e0-dire des informations de derni\u00e8re minute et des mises \u00e0 jour sur les tendances actuelles de votre secteur. Ces informations deviennent \u201c d\u00e9pass\u00e9es \u201d en relativement peu de temps. C'est pourquoi il est important de rester au fait de ce qui se passe dans votre secteur ! Vous voulez \u00eatre parmi les premiers \u00e0 aborder un sujet d'actualit\u00e9.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"make-space-for-both\">Faire de la place pour les deux<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Veillez \u00e0 int\u00e9grer de mani\u00e8re appropri\u00e9e dans votre calendrier les contenus permanents et les contenus limit\u00e9s dans le temps, ce qui signifie qu'il ne faut pas toujours partager des articles longs et lourds. Non seulement ils prennent plus de temps \u00e0 r\u00e9diger, mais vous risquez de passer \u00e0 c\u00f4t\u00e9 de sujets en vogue qui ne seront plus d'actualit\u00e9 au moment o\u00f9 vous les publierez.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il convient donc d'espacer les longs articles d'information par des articles plus courts, tout en veillant \u00e0 ce qu'ils soient toujours r\u00e9dig\u00e9s sur un ton propice \u00e0 l'instruction plut\u00f4t qu'\u00e0 la vente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Comment informer les lecteurs sans donner l'impression d'\u00eatre trop promotionnel, tout en montrant que vous \u00eates un leader du secteur ?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Voici quelques conseils pratiques :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Ne faites pas d'argumentaire de vente.<\/li><li>Montrez vos connaissances et votre autorit\u00e9 en publiant des articles bien pens\u00e9s et bien document\u00e9s.<\/li><li>N'utilisez pas de tactiques de persuasion.<\/li><li>Expliquez, mais ne faites pas la morale.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">La cl\u00e9 est de savoir quand partager du contenu promotionnel et quand partager du contenu informatif. Les deux types de contenu ont leur place sur votre site web et dans le monde du contenu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une fois que vous avez d\u00e9montr\u00e9 que vous \u00eates un leader de l'information - une source de confiance vers laquelle les gens se tournent lorsqu'ils ont une question ou un probl\u00e8me - vous pouvez fournir des r\u00e9ponses et des solutions par le biais de vos produits et services.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"think-like-a-marketer-30-60-10\"><span class=\"ez-toc-section\" id=\"Think_Like_a_Marketer_306010\"><\/span>Penser comme un sp\u00e9cialiste du marketing : 30\/60\/10<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c9quilibrer le contenu informatif et le contenu promotionnel n'est pas aussi d\u00e9licat qu'on pourrait le croire. Rappelez-vous le marketing des m\u00e9dias sociaux <a href=\"https:\/\/www.smartbugmedia.com\/blog\/social-media-marketing-tips\" target=\"_blank\" rel=\"noopener noreferrer\">R\u00e8gle 30\/60\/10<\/a>? Trente pour cent du contenu que vous partagez sur vos plateformes de m\u00e9dias sociaux doivent \u00eatre des contenus que vous poss\u00e9dez, 60 % doivent \u00eatre des contenus que vous avez s\u00e9lectionn\u00e9s (recueillis aupr\u00e8s d'autres sources) et 10 % doivent \u00eatre des contenus d'autopromotion.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si vous appliquez ce principe au marketing de contenu, vous devriez consacrer 30 % de votre temps \u00e0 la r\u00e9daction d'articles informatifs, 60 % \u00e0 la recherche de contenu utile \u00e0 vos lecteurs et 10 % \u00e0 la r\u00e9daction d'articles promotionnels.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le contenu informatif montre aux lecteurs que vous \u00eates utile, bien inform\u00e9 et d\u00e9sireux de partager vos connaissances. Lorsque les gens viennent vous voir pour obtenir des informations, ils commencent \u00e9galement \u00e0 venir vous demander de l'aide, ce qui vous permet de mettre en valeur votre contenu promotionnel pour fournir des solutions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Vous \u00eates d'accord ? Dites-le nous dans les commentaires !<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>By now you\u2019re aware that the content on your website and blog serves a greater purpose. Content doesn\u2019t just exist because you \u201chave\u201d to write it. Content creation and marketing is a must if you want to draw people to your business. Writing is an effective way to turn followers into customers. Writing both&nbsp; informative [&hellip;]<\/p>\n","protected":false},"author":3121,"featured_media":34044,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","_strive_checklists":"\"\"","_strive_active_checklist":"62291e2bb2422","_strive_post_notes":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-16353","post","type-post","status-publish","format-standard","has-post-thumbnail","category-uncategorized","entry"],"acf":{"plans":["scale"],"is_featured":false,"download_source":"none","mothership_slug":"","download_url":""},"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 5.0.2.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"What is promotional writing vs informational content? 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