{"id":3837,"date":"2014-06-26T10:21:34","date_gmt":"2014-06-26T10:21:34","guid":{"rendered":"https:\/\/memberpress.com\/?p=3837"},"modified":"2017-10-04T19:12:05","modified_gmt":"2017-10-05T01:12:05","slug":"5-steps-to-creating-quality-content-for-your-membership-site-part-two-2","status":"publish","type":"post","link":"https:\/\/memberpress.com\/fr\/blog\/5-steps-to-creating-quality-content-for-your-membership-site-part-two-2\/","title":{"rendered":"5 \u00e9tapes pour cr\u00e9er un contenu de qualit\u00e9 pour votre site d'adh\u00e9sion (deuxi\u00e8me partie)"},"content":{"rendered":"<p>Nous sommes de retour avec plus d'informations sur la cr\u00e9ation de contenu de qualit\u00e9 ! Vous avez manqu\u00e9 les deux premi\u00e8res \u00e9tapes ? N'oubliez pas de revenir en arri\u00e8re et de lire tout ce qui concerne <a href=\"https:\/\/memberpress.com\/fr\/qualitycontent1\/\">faire des recherches et ajouter des \u00e9l\u00e9ments visuels<\/a> lorsque vous cr\u00e9ez une qualit\u00e9 irr\u00e9prochable, revenez ici pour les trois \u00e9tapes suivantes !<\/p>\n<h4>\u00c9tape 3 : \u00c9crire pour susciter l'int\u00e9r\u00eat, pas seulement pour fournir des informations<\/h4>\n<p><b>Vos utilisateurs sont plus enclins \u00e0 s'engager avec vous lorsque vous \u00e9crivez dans le but de les impliquer plut\u00f4t que de leur donner des informations \u00e0 la petite cuill\u00e8re.<\/b> Cela signifie qu'il faut passer un peu de temps \u00e0 d\u00e9terminer ce qui motive vos utilisateurs \u00e0 lire vos articles, \u00e0 fouiller dans vos archives et \u00e0 devenir des visiteurs fid\u00e8les et r\u00e9currents de votre site. Pour inciter vos utilisateurs \u00e0 interagir avec vous, vous devez en savoir plus sur votre public actuel et potentiel : leur comportement en ligne, leur \u00e9tat d'esprit psychologique lorsqu'ils arrivent sur votre site et d'autres donn\u00e9es statistiques sur leur historique en ligne avec vous.<\/p>\n<p>Voici un <a href=\"http:\/\/www.huffingtonpost.com\/kelly-maclean\/surviving-whole-foods_b_3895583.html\">Exemple d'\u00e9criture cr\u00e9ative<\/a> qui est ing\u00e9nieusement dr\u00f4le, engageant et informatif. L'auteur utilise l'humour et le sarcasme pour raconter ses exp\u00e9riences chez Whole Foods, tout en maintenant sa position tout au long de l'article, \u00e0 savoir qu'elle d\u00e9teste absolument y aller. Le premier paragraphe donne \u00e0 lui seul le ton de l'ensemble de l'article, et que vous l'ayez trouv\u00e9 offensant, tr\u00e8s dr\u00f4le ou tout simplement dr\u00f4le, elle capte votre attention et vous incite \u00e0 poursuivre votre lecture pour conna\u00eetre la fin de l'histoire. Elle raconte son exp\u00e9rience \u00e0 son public comme si elle la racontait \u00e0 sa meilleure amie.<\/p>\n<p>Pourquoi cet exemple fonctionne-t-il ? Elle est dr\u00f4le <em>(il est vrai que c'est une com\u00e9dienne)<\/em>Elle a attir\u00e9 l'attention de son utilisateur <em>(avec quelques tactiques de marketing psychologique, mental et comportemental)<\/em>et l'a utilis\u00e9 pour cr\u00e9er une histoire convaincante qui trouve un \u00e9cho aupr\u00e8s de son public. Il en r\u00e9sulte des statistiques de partage social \u00e9lev\u00e9es. Consultez les statistiques impressionnantes de cet article :<\/p>\n<ul>\n<li>1 million de likes sur Facebook<\/li>\n<li>178K+ partages sur Facebook<\/li>\n<li>16.5K Tweets<\/li>\n<li>3K Google+<\/li>\n<li>30K Actions par courriel<\/li>\n<li>2700 Commentaires<\/li>\n<\/ul>\n<p>En faisant appel au comportement et \u00e0 l'\u00e9tat d'esprit de votre lecteur, vous pouvez cr\u00e9er une histoire convaincante qui touche et r\u00e9sonne avec votre public. Cela vous permet de les captiver d\u00e8s le d\u00e9part et de les encourager \u00e0 interagir avec vous de mani\u00e8re plus efficace.<\/p>\n<h4>\u00c9tape 4 : Test et analyse<\/h4>\n<p><img decoding=\"async\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2014\/06\/vader_testing.jpg\" alt=\"\" \/><\/p>\n<p>Testing is an important part of ensuring that your content\u2019s quality is always at its best, and should be a part of your quality assurance work, if it\u2019s not already. Conducting A\/B and multivariate testing on your articles, landing pages, and other posts can help you determine which types of content need improvement and which types are performing well. A\/B testing can help you figure out if your visual illustrations are helping readers finish your page, or if your call-to-action (CTA) is performing the way that it should. With the results in hand, you can fix your content by implementing the necessary actions to fix the problem \u2013 a different colored button, a different headline, a better image, a better video, etc.<\/p>\n<p>L'analyse du comportement de l'utilisateur est \u00e9galement un \u00e9l\u00e9ment essentiel de l'am\u00e9lioration de la qualit\u00e9 du contenu. <b>Afin d'am\u00e9liorer la qualit\u00e9 de votre contenu, l'analyse m\u00e9trique vous aidera \u00e0 comprendre le qui, le quoi, le quand, le o\u00f9, le pourquoi et le comment de votre site et de ses visiteurs.<\/b> Il peut vous permettre de mieux comprendre ce qui n'est pas performant, ce qui manque la cible et les types de contenu qui devraient appara\u00eetre plus fr\u00e9quemment afin d'augmenter le nombre de lecteurs.<\/p>\n<p>Si votre article sur le programme de sant\u00e9 d'Obama est lu 300% plus souvent par vos utilisateurs que d'autres articles, vous pouvez \u00e9largir votre lectorat en ciblant le sujet. <em>(par exemple, cr\u00e9er plus d'articles ou de posts sur diff\u00e9rents sous-th\u00e8mes de l'Obamacare)<\/em>ciblage par niche <em>(par exemple, r\u00e9daction d'articles sur les soins de sant\u00e9 destin\u00e9s aux m\u00e9decins, aux infirmi\u00e8res, aux compagnies d'assurance ou \u00e0 une combinaison de ceux-ci)<\/em> ou le ciblage par donn\u00e9es d\u00e9mographiques <em>(par exemple, l'\u00e2ge, le sexe, la g\u00e9olocalisation)<\/em>.<\/p>\n<p>En d'autres termes, votre analyse peut \u00e9galement vous aider \u00e0 r\u00e9diger un contenu de meilleure qualit\u00e9 pour un public plus cibl\u00e9.<\/p>\n<h4>\u00c9tape 5 : Affiner en permanence votre strat\u00e9gie de contenu<\/h4>\n<p><img decoding=\"async\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2014\/06\/content_strategy.jpg\" alt=\"\" \/><\/p>\n<p>\u00c0 long terme, vos strat\u00e9gies et tactiques de contenu d\u00e9termineront le degr\u00e9 d'engagement de vos membres et de vos prospects \u00e0 votre \u00e9gard. Associ\u00e9es \u00e0 des analyses et \u00e0 des donn\u00e9es mesur\u00e9es, <b>vous devez constamment poser les bonnes questions sur votre strat\u00e9gie afin qu'elle reste en phase avec vos objectifs commerciaux, la fid\u00e9lisation des membres et votre r\u00e9sultat net.<\/b> Ces questions peuvent se pr\u00e9senter comme suit (sans ordre particulier) :<\/p>\n<ul>\n<li>Notre strat\u00e9gie de contenu \u00e0 long terme g\u00e9n\u00e8re-t-elle continuellement plus de prospects et de conversions ? Nos strat\u00e9gies \u00e0 court et moyen terme permettent-elles d'atteindre cet objectif ? Si ce n'est pas le cas, comment proc\u00e9der \u00e0 des ajustements ?<\/li>\n<li>Le taux d'attrition de nos membres augmente-t-il ou diminue-t-il en fonction de notre contenu ? Quelles sont les mesures analytiques qui confirment ces tendances ? Comment pouvons-nous utiliser ces statistiques pour augmenter la fid\u00e9lisation et diminuer le taux de d\u00e9sabonnement ?<\/li>\n<li>Les besoins de nos clients ont-ils chang\u00e9 et notre strat\u00e9gie de contenu est-elle suffisamment souple pour r\u00e9pondre \u00e0 ces besoins changeants ? Quels sont les syst\u00e8mes ou les processus en place qui nous permettent de rester flexibles ? Recevons-nous en permanence un retour d'information de la part de nos membres et de nos prospects afin de v\u00e9rifier si nous sommes sur la bonne voie ?<\/li>\n<li>Qu'utilisent nos clients pour obtenir notre contenu ? Quels sont les facteurs cl\u00e9s du contenu qui conduisent nos utilisateurs \u00e0 l'engagement et \u00e0 la conversion, et comment les maintenir continuellement \u00e0 jour ? O\u00f9 se situent les goulots d'\u00e9tranglement et les creux, et quels processus avons-nous mis en place pour minimiser les pertes de lecteurs ?<\/li>\n<li>Notre style de contenu convient-il \u00e0 nos lecteurs ? Est-il trop difficile \u00e0 lire ou y a-t-il trop d'informations \u00e0 la fois ? Le contenu est-il attrayant sur toutes les plateformes et tous les appareils ? Est-il lisible et accessible \u00e0 nos lecteurs, en particulier \u00e0 ceux qui souffrent d'un handicap ?<\/li>\n<\/ul>\n<p>L'affinement de votre strat\u00e9gie vous permettra non seulement de gagner du temps et de l'\u00e9nergie dans la cr\u00e9ation de contenu, mais aussi d'am\u00e9liorer votre contenu en vous donnant un aper\u00e7u de la mani\u00e8re dont vos utilisateurs lisent votre contenu.<\/p>\n<h4>R\u00e9flexions finales<\/h4>\n<p>La cr\u00e9ation d'un contenu de qualit\u00e9 est l'une des choses les plus difficiles \u00e0 faire pour les entreprises, en particulier pour un site d'adh\u00e9sion. Les suggestions de cette s\u00e9rie sont d'excellents moyens pour vous aider \u00e0 sortir de la m\u00e9diocrit\u00e9 du contenu et aider votre entreprise \u00e0 gagner en port\u00e9e, en pertinence et en r\u00e9sonance. Quels sont vos autres conseils et astuces pour am\u00e9liorer la qualit\u00e9 du contenu ? N'h\u00e9sitez pas \u00e0 nous en faire part !<\/p>","protected":false},"excerpt":{"rendered":"<p>We\u2019re back with more on creating quality content! Did you miss the first two steps? Be sure to go back and read all about doing your research and adding visual elements when creating top-notch quality, then come back here for the next three steps! Step 3: Write to engage, not just provide information Your users [\u2026]<\/p>\n","protected":false},"author":1586,"featured_media":15928,"comment_status":"closed","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,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_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":"content-sidebar","_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","_strive_checklists":"\"\"","_strive_active_checklist":"62291e2bb2422","_strive_post_notes":"","footnotes":""},"categories":[120],"tags":[118,70,133],"class_list":{"0":"post-3837","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-content","8":"tag-content-creation","9":"tag-membership-site","10":"tag-quality-content","11":"entry"},"acf":{"plans":["scale"],"is_featured":false,"download_source":"none","mothership_slug":"","download_url":""},"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- 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