{"id":200487,"date":"2022-12-16T12:00:20","date_gmt":"2022-12-16T11:00:20","guid":{"rendered":"https:\/\/www.mediaspecs.be\/?p=200487"},"modified":"2022-12-17T13:01:33","modified_gmt":"2022-12-17T12:01:33","slug":"une-entreprise-qui-ne-controle-pas-sa-distribution-nest-pas-une-bonne-entreprise-joe-pulizzi-the-tilt","status":"publish","type":"post","link":"https:\/\/www.mediaspecs.be\/fr\/une-entreprise-qui-ne-controle-pas-sa-distribution-nest-pas-une-bonne-entreprise-joe-pulizzi-the-tilt\/","title":{"rendered":"\u00ab Une entreprise qui ne contr\u00f4le pas sa distribution n’est pas une bonne entreprise \u00bb \u2013 Joe Pulizzi (The Tilt)"},"content":{"rendered":"

Auteur mondialement reconnu, conf\u00e9rencier dans le marketing, podcaster et entrepreneur, Joe Pulizzi<\/strong> est une superstar sur la sc\u00e8ne du marketing. Son livre Epic Content Marketing <\/em><\/strong>(2013) l\u2019a propuls\u00e9 en tant que h\u00e9rault du marketing de contenu.<\/p>\n

Il est le fondateur du Content Marketing Institute<\/strong>, qui r\u00e9unit une communaut\u00e9 de 215.000 de professionnels du marketing et organise le Content Marketing World \u2013 le plus grand \u00e9v\u00e9nement dans le domaine. Il se concentre \u00e0 pr\u00e9sent sur sa nouvelle entreprise The Tilt<\/strong>, d\u00e9di\u00e9e \u00e0 la cr\u00e9ation de contenu et \u00e0 la recherche de ce facteur qui rend une entreprise diff\u00e9rente, et surtout remarquable<\/em>, aux yeux de son audience.<\/p>\n

\u201cIf you stopped producing all your content, would your customers notice?\u201d \u2013 Joe Pulizzi<\/strong><\/em><\/span><\/p><\/blockquote>\n\"\"\n

Ces 8 et 9 d\u00e9cembre, Joe Pulizzi \u00e9tait pr\u00e9sent au BAM Marketing Congress 2022<\/strong>, o\u00f9 il a expos\u00e9 ses conseils pour \u00ab\u00a0transformer l\u2019incertitude en opportunit\u00e9<\/em> \u00bb, et ils sont au nombre de cinq.<\/p>\n

    \n
  1. Start killing things<\/strong>, d\u00e9barrassez-vous des contenus superflus et concentrez-vous sur ce que vous faites de mieux ;<\/li>\n
  2. Strong differentiation<\/strong>, identifiez vos audiences et trouvez le contenu qui vous diff\u00e9renciera des autres m\u00e9dias aupr\u00e8s d\u2019elles ;<\/li>\n
  3. Email first<\/strong>, les r\u00e9seaux sociaux vous laissent \u00e0 la merci des changements d\u2019algorithme, cr\u00e9ez au plus vite votre propre portefeuille de contacts ;<\/li>\n
  4. Acquire content assets<\/strong>, construire une audience prend du temps, mais vous pouvez acheter une entreprise qui a d\u00e9j\u00e0 investi dans ce travail ;<\/li>\n
  5. Drive diverse revenue streams<\/strong>, rendez votre marketing rentable \u00e0 lui seul en commercialisant vos newsletters et sites webs.<\/li>\n<\/ol>\n

    Et si rien ne fonctionne : quittez l\u2019entreprise pour laquelle vous travaillez ! Puis rejoignez une autre entreprise qui travaille \u00e0 une bonne strat\u00e9gie depuis plusieurs ann\u00e9es.<\/p>\n\"\"\n

    \u201cWhen you say \u2018my followers\u2019, check yourself. They\u2019re just someone else\u2019s connections you\u2019re renting.\u201d \u2013 Joe Pulizzi<\/strong><\/em><\/span><\/p><\/blockquote>\n

    Entre 2003 et 2007, avec le d\u00e9veloppement de Google, Facebook et Twitter, Joe Pulizzi a entrevu la naissance nouvelle de l\u2019industrie de la cr\u00e9ation de contenu<\/strong> et a lanc\u00e9 le Content Marketing Institute afin d\u2019\u00e9duquer les professionnels du marketing \u00e0 la publication<\/strong> \u00a0: \u00ab Companies are now gonna have to tell their own stories, and I thought \u2018This is gonna be the biggest industry ever\u2019. <\/em>Because you have a bunch of marketers who don\u2019t know how to tell stories on a consistent basis\u2026 and everyone\u2019s gonna have to be a publisher.<\/em>\u00a0\u00bb<\/p>\n

    \u201c#1 reason a content marketing program is not working for a large enterprise: because they stopped it.\u201d \u2013 Joe Pulizzi<\/strong><\/em><\/span><\/p><\/blockquote>\n

    Encore de nos jours, le marketer a encore beaucoup \u00e0 apprendre de l\u2019\u00e9diteur\u00a0: \u00ab\u00a0Most marketers stop what they\u2019re doing and do something else. That\u2019s the worst thing you could do: you need building, patience, and structure.<\/em>\u00a0\u00bb L\u00e0 o\u00f9 le marketing cherche des r\u00e9sultats rapides, l\u2019\u00e9dition \u00e9tablit un plan sur 3 ans, car une audience se construit sur une longue p\u00e9riode de 12, 18, 24 mois. \u00ab\u00a0The marketing hires that are happening in companies now are publishing people: editors, journalists, video production specialists. The more you see that, the more you\u2019ll begin to not see a difference between publishers and brands.<\/em>\u00a0\u00bb<\/p>\n\"\"\n

    \u201cMicrosoft and NY Times have the same business model. Microsoft just sells more products, and NY Times sells more advertising. They\u2019re doing the same thing: building a loyal audience, then monetizing that loyal audience.\u201d \u2013 Joe Pulizzi<\/strong><\/em><\/span><\/p><\/blockquote>\n

    \u00ab\u00a0Any business that doesn\u2019t control its distribution is not a good business.<\/em>\u00a0\u00bb C\u2019est ainsi que Joe Pulizzi insiste sur l\u2019importance de se lancer dans une strat\u00e9gie rent-to-own<\/strong>, c\u2019est-\u00e0-dire \u00eatre conscient que les r\u00e9seaux sociaux sont un terrain lou\u00e9<\/strong>, et convertir aussi rapidement que possible ses audiences de mani\u00e8re \u00e0 ce qu\u2019elles se trouvent sur un terrain que l\u2019on poss\u00e8de soi-m\u00eame \u2013 l\u2019exemple par excellence \u00e9tant les e-mails<\/strong>. \u00ab All we have to do is realize that we don\u2019t control those connections; they control the content distribution; they control all the algorithms. Take what you can right now and build your own first-party data!\u00a0<\/em>\u00bb Son dernier mot : \u00ab\u00a0If you want to find a job in marketing, build your own platform. Because every company on the planet wants to know how to build an audience with consistent content on an ongoing basis.\u00a0<\/em>\u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"

    Auteur mondialement reconnu, conf\u00e9rencier dans le marketing, podcaster et entrepreneur, Joe Pulizzi est une superstar sur la sc\u00e8ne du marketing. Son livre Epic Content Marketing l\u2019a propuls\u00e9 en tant que h\u00e9rault du marketing de contenu.<\/p>\n","protected":false},"author":4,"featured_media":200803,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[7886],"tags":[9375,7685,19028,19027],"class_list":["post-200487","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ongedefinieerd-fr","tag-bam-congress-fr","tag-content-marketing-fr","tag-content-marketing-institute-fr","tag-joe-pulizzi-fr"],"acf":[],"yoast_head":"\n\u00ab Une entreprise qui ne contr\u00f4le pas sa distribution n'est pas une bonne entreprise \u00bb \u2013 Joe Pulizzi (The Tilt)<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediaspecs.be\/fr\/une-entreprise-qui-ne-controle-pas-sa-distribution-nest-pas-une-bonne-entreprise-joe-pulizzi-the-tilt\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00ab Une entreprise qui ne contr\u00f4le pas sa distribution n'est pas une bonne entreprise \u00bb \u2013 Joe Pulizzi (The Tilt)\" \/>\n<meta property=\"og:description\" content=\"Auteur mondialement reconnu, conf\u00e9rencier dans le marketing, podcaster et entrepreneur, Joe Pulizzi est une superstar sur la sc\u00e8ne du marketing. 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