{"id":2736,"date":"2022-06-08T12:53:42","date_gmt":"2022-06-08T12:53:42","guid":{"rendered":"https:\/\/familyservice.be\/?p=2736"},"modified":"2022-06-08T16:02:26","modified_gmt":"2022-06-08T16:02:26","slug":"wat-is-het-verschil-tussen-native-en-branded-content","status":"publish","type":"post","link":"https:\/\/familyservice.be\/fr\/publicite-native-publireportage-quelles-differences\/","title":{"rendered":"Publicit\u00e9 native, publireportage\u2026 Quelles diff\u00e9rences ?"},"content":{"rendered":"
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Si vous vous lancez dans le monde du marketing de contenu, vous entendez partout parler de toutes sortes de termes et de mots populaires. Un publireportage, du contenu sponsoris\u00e9, du contenu de marque, une publicit\u00e9 native\u2026 Quelle est la diff\u00e9rence ? On a rassembl\u00e9, pour vous, les termes les plus importants \u00e0 conna\u00eetre dans ce milieu.<\/strong><\/p>

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Marketing de contenu\n\n\n\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Le marketing de contenu est, en fait, un terme g\u00e9n\u00e9ral, sous lequel diff\u00e9rents formats trouvent leur place. Pour r\u00e9aliser du marketing de contenu, vous avez besoin d\u2019une strat\u00e9gie claire avec des buts bien d\u00e9finis. Vous pouvez, par exemple, opter pour la notori\u00e9t\u00e9 de votre marque, l\u2019augmentation des visites sur votre boutique en ligne, la cr\u00e9ation d\u2019une communaut\u00e9 mieux d\u00e9finie sur les r\u00e9seaux sociaux, ou encore le fait de g\u00e9n\u00e9rer plus de leads, ou d\u2019augmenter votre chiffre d\u2019affaires. \nEn fonction de votre but et de votre strat\u00e9gie, vous choisissez alors les formats qui sont adapt\u00e9s. Le marketing de contenu est l\u2019oppos\u00e9 de la communication \u00ab push \u00bb, comme les publicit\u00e9s classiques, la radio ou la TV. Vous attirez le public cible vers votre contenu, au lieu de lui placer votre message devant le nez.<\/p>

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Contenu de marque (branded content)<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Si vous optez pour contenu sponsoris\u00e9,<\/a>il est important que ce dernier ne contienne pas de message commercial trop prononc\u00e9. Vous portez l\u2019attention sur le texte, l\u2019audio, ou la vid\u00e9o, et donc pas sur le discours de vente de votre entreprise. Vous cr\u00e9ez du contenu pertinent, en lien avec vos produits et services. \nDivertissement, \u00e9motions, informations destin\u00e9s \u00e0 votre public cible sont le point de d\u00e9part, et passent avant le message commercial. Le contenu de marque peut avoir plusieurs formes : texte, clip vid\u00e9o, gif, petit film, ou une image.<\/p>

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Par exemple, vous avez une boutique en ligne et vous vendez des outils de bricolage ? Alors, vous pouvez mettre en place un blog, avec des articles \u00e0 propos des constructions et des r\u00e9novations, avec des conseils DIY et des astuces. Il s\u2019agit d\u2019informations pertinentes et utiles pour votre public cible. Le lien avec votre boutique en ligne se cr\u00e9e alors naturellement par les bricoleurs. Contenu de marque (branded content)<\/a> est souvent r\u00e9dig\u00e9 par les propri\u00e9taires d\u2019une plateforme sur laquelle il para\u00eet. Il peut s\u2019agir de votre propre site web, mais aussi de celui d\u2019un tiers. Dans ce cas, la cr\u00e9ation du contenu est g\u00e9r\u00e9e par le propri\u00e9taire de ce site web. Pour une boutique en ligne qui vend des outils de bricolage, il peut, par exemple, s\u2019agit du blog de Livios.<\/p>

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Le contenu sponsoris\u00e9<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Le contenu sponsoris\u00e9 est pratiquement identique au contenu de marque, mais il est toujours cr\u00e9\u00e9 par l\u2019annonceur lui-m\u00eame. Vous livrez donc un article de blog, une vid\u00e9o, ou un \u00e9pisode de podcast cr\u00e9\u00e9 par vos soins, \u00e0 la plateforme sur laquelle vous souhaitez para\u00eetre. C\u2019est donc aussi \u00e0 vous de veiller \u00e0 ce que le contenu soit bien adapt\u00e9 au style et \u00e0 la forme de la plateforme.<\/p>

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La publicit\u00e9 native<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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La publicit\u00e9 native, ou native advertising est une forme de contenu de marque. Ici aussi, le but est donc d\u2019ins\u00e9rer subtilement votre message commercial au sein d\u2019un contenu utile ou divertissant. Vous pouvez, pour cela, opter pour du branding en reliant le nom de votre entreprise au th\u00e8me du blog, ou alors pour des objectifs SEO. De cette mani\u00e8re, la publicit\u00e9 native est une mani\u00e8re de g\u00e9n\u00e9rer plus de backlinks vers votre propre site web.<\/p>

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Le publireportage<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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En comparaison avec les diff\u00e9rentes formes de marketing de contenu mentionn\u00e9es ci-dessus, un publireportage a un message commercial tr\u00e8s clair, m\u00eame s\u2019il est fort similaire aux autres formes de contenu de la plateforme. Les publireportages sont aussi appel\u00e9s \u00ab advertorials \u00bb en anglais, et on les aper\u00e7oit souvent dans les journaux et les magazines. Ils prennent donc la forme d\u2019articles de journaux, m\u00eame s\u2019ils ne sont pas \u00e9crits par des journalistes. Dans le cas d\u2019une boutique en ligne qui vend des outils de bricolage, il peut s\u2019agir, par exemple, d\u2019une interview \u00e0 propos de l\u2019histoire de l\u2019entreprise. Le commissionnaire paie le m\u00e9dia afin de publier son texte, et peut aussi faire publier ce m\u00eame texte sur d\u2019autres canaux.<\/p>

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Brand journalism<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Le brand journalism est une forme de RP, dans laquelle une marque parle d\u2019elle-m\u00eame de mani\u00e8re journalistique. Il s\u2019agit de \u00ab news \u00bb \u00e0 propos de votre entreprise, que vous publiez sur votre propre site web. Communiquer \u00e0 propos des derni\u00e8res nouvelles de votre entreprise est notamment une partie importante d\u2019une strat\u00e9gie d\u2019employer branding efficace.<\/p>

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Vous \u00eates pr\u00eat(e) \u00e0 publier du contenu de marque via les canaux de La Bo\u00eete Rose ? Prenez vite contact avec nos commerciaux !<\/a><\/p>

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Wie zich in de wereld van contentmarketing waagt, wordt om de oren geslagen met allerlei onbekende termen en buzzwords. Een advertorial, sponsored content, branded content, native content, \u2026 wat is het verschil? We zetten de belangrijkste termen graag voor je op een rijtje. Contentmarketing Contentmarketing is in feite de overkoepelende term waaronder verschillende formats hun […]<\/p>","protected":false},"author":17,"featured_media":2741,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[1],"tags":[],"yoast_head":"\nWat is het verschil tussen native en branded content? - Family Service<\/title>\n<meta name=\"description\" content=\"Branded content versus native content. De contentmarketingwereld zit vol met onbekende termen en buzzwords. Wij zetten de belangrijkste even op een rij.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/familyservice.be\/fr\/publicite-native-publireportage-quelles-differences\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Wat is het verschil tussen native en branded content? - Family Service\" \/>\n<meta property=\"og:description\" content=\"Branded content versus native content. De contentmarketingwereld zit vol met onbekende termen en buzzwords. 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