{"id":343723,"date":"2024-04-08T16:51:10","date_gmt":"2024-04-08T14:51:10","guid":{"rendered":"https:\/\/agence-samba.com\/?p=343723"},"modified":"2024-04-18T09:35:58","modified_gmt":"2024-04-18T07:35:58","slug":"5-regles-dor-pour-la-redaction-de-contenus-ess-engageants","status":"publish","type":"post","link":"https:\/\/agence-samba.com\/en\/5-regles-dor-pour-la-redaction-de-contenus-ess-engageants\/","title":{"rendered":"5 r\u00e8gles d\u2019or pour la r\u00e9daction de contenus ESS engageants"},"content":{"rendered":"

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outils de communication, strat\u00e9gie de communication<\/h3>\n

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R\u00e9daction de contenus ESS : 5 r\u00e8gles d\u2019or pour cr\u00e9er du contenu engageant et f\u00e9d\u00e9rer autour de votre cause<\/h1>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_gutter=\u00a0\u00bbon\u00a0\u00bb gutter_width=\u00a0\u00bb4″ make_equal=\u00a0\u00bbon\u00a0\u00bb _builder_version=\u00a0\u00bb4.16″ width=\u00a0\u00bb85%\u00a0\u00bb width_tablet=\u00a0\u00bb100%\u00a0\u00bb width_phone=\u00a0\u00bb100%\u00a0\u00bb width_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb custom_margin=\u00a0\u00bb0px||50px||false|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb0px||50px||false|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb||35px||false|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.16″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.24.2″ text_text_color=\u00a0\u00bb#02105b\u00a0\u00bb ol_font_size=\u00a0\u00bb3px\u00a0\u00bb header_font=\u00a0\u00bbMuli|900|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#02105b\u00a0\u00bb header_2_font=\u00a0\u00bbMuli|800|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_3_font=\u00a0\u00bbMuli|800|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font=\u00a0\u00bbMuli|700|||||||\u00a0\u00bb header_4_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font=\u00a0\u00bbMuli|700|||||||\u00a0\u00bb header_5_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font_size=\u00a0\u00bb18px\u00a0\u00bb header_6_font=\u00a0\u00bbMuli|600|||||||\u00a0\u00bb header_6_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb header_2_font_size_tablet=\u00a0\u00bb\u00a0\u00bb header_2_font_size_phone=\u00a0\u00bb23px\u00a0\u00bb header_2_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb header_5_font_size_tablet=\u00a0\u00bb18px\u00a0\u00bb header_5_font_size_phone=\u00a0\u00bb17px\u00a0\u00bb header_5_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Produire <\/span>r\u00e9guli\u00e8rement du contenu pour son blog ou ses r\u00e9seaux sociaux, c\u2019est bien, mais parvenir \u00e0 susciter de l\u2019engagement autour de ses posts, c\u2019est encore mieux ! Et c\u2019est justement le sujet de cet article.\u00a0<\/span><\/p>\n

Un contenu \u201cengageant\u201d est un contenu qui g\u00e9n\u00e8re des interactions <\/b>: commentaires, likes, partages, etc. \u00c0 chaque fois qu\u2019un internaute interagit avec votre contenu au moyen de l\u2019une de ces fonctionnalit\u00e9s, il indique \u00e0 l\u2019algorithme de la plateforme sur laquelle il se trouve que votre post est int\u00e9ressant. En r\u00e9ponse, l\u2019algorithme va \u201cfaire remonter\u201d votre contenu, et ainsi le montrer \u00e0 un nombre croissant d\u2019utilisateurs, c\u2019est ainsi que naissent les posts viraux.\u00a0<\/span><\/p>\n

Ce ph\u00e9nom\u00e8ne, largement exploit\u00e9 par les entreprises via la <\/span>strat\u00e9gie de contenu<\/span> (ou <\/span>content marketing<\/span>), peut \u00e9galement \u00eatre un <\/span>levier <\/b>int\u00e9ressant pour f\u00e9d\u00e9rer autour d\u2019une cause<\/b>, raison pour laquelle SAMBA vous propose de d\u00e9couvrir les <\/span>5 r\u00e8gles d\u2019or de la r\u00e9daction de contenus engageants pour un projet ESS<\/b>.<\/span><\/p>\n

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D\u00e9finissez clairement la cible et le sujet de votre contenu <\/strong><\/h2>\n

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Pour susciter des r\u00e9actions chez le lecteur, un texte doit faire r\u00e9sonner quelque chose en lui, quelque chose qui le touche personnellement. <\/span>Il n\u2019est pas possible de toucher tout le monde avec un m\u00eame message, aussi important soit-il<\/b>.\u00a0<\/span><\/p>\n

Le premier conseil que nous pouvons vous donner pour la r\u00e9daction de contenus ESS engageants est donc de d\u00e9finir en amont vos <\/span>cibles<\/span>. <\/span>Plus vous aurez une id\u00e9e claire de votre audience, plus vous parviendrez \u00e0 cr\u00e9er du contenu qui l\u2019int\u00e9resse vraiment<\/b>, qui g\u00e9n\u00e9rera de fait plus d\u2019interactions.\u00a0<\/span><\/p>\n

Dans un deuxi\u00e8me temps, une fois votre cible (ou <\/span>persona<\/span>) d\u00e9finie, vous pourrez d\u00e9cider du sujet \u00e0 aborder et sous quel angle. Veillez \u00e0 ce que le th\u00e8me choisi pour l\u2019article ou le post soit r\u00e9ellement <\/span>pertinent <\/span>pour le lecteur que vous visez, sans quoi il y a peu de chance qu\u2019il ou elle se sente concern\u00e9.e !<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_gutter=\u00a0\u00bbon\u00a0\u00bb gutter_width=\u00a0\u00bb4″ custom_padding_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb85%\u00a0\u00bb width_tablet=\u00a0\u00bb100%\u00a0\u00bb width_phone=\u00a0\u00bb100%\u00a0\u00bb width_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb custom_margin=\u00a0\u00bb0px|auto|50px|auto|false|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb||30px||false|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb||25px||false|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb custom_padding_tablet=\u00a0\u00bb\u00a0\u00bb custom_padding_phone=\u00a0\u00bb0px||||false|false\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.24.2″ text_text_color=\u00a0\u00bb#02105b\u00a0\u00bb text_line_height=\u00a0\u00bb1.4em\u00a0\u00bb ol_font_size=\u00a0\u00bb3px\u00a0\u00bb header_font=\u00a0\u00bb|900|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#02105b\u00a0\u00bb header_2_font=\u00a0\u00bb|600|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_2_font_size=\u00a0\u00bb28px\u00a0\u00bb header_2_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_3_font=\u00a0\u00bb|800|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font=\u00a0\u00bb|700|||||||\u00a0\u00bb header_4_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font=\u00a0\u00bb|600|||||||\u00a0\u00bb header_5_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font_size=\u00a0\u00bb22px\u00a0\u00bb header_5_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_6_font=\u00a0\u00bbMuli|600|||||||\u00a0\u00bb header_6_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb custom_margin=\u00a0\u00bb0px||10px||false|false\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb animation_direction=\u00a0\u00bbbottom\u00a0\u00bb header_2_font_size_tablet=\u00a0\u00bb24px\u00a0\u00bb header_2_font_size_phone=\u00a0\u00bb18px\u00a0\u00bb header_2_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb header_5_font_size_tablet=\u00a0\u00bb20px\u00a0\u00bb header_5_font_size_phone=\u00a0\u00bb17px\u00a0\u00bb header_5_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Choisissez un format adapt\u00e9 au support de communication envisag\u00e9<\/strong><\/span><\/h2>\n

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De la m\u00eame mani\u00e8re que l\u2019on n\u2019\u00e9crit pas la m\u00eame chose pour un dossier de presse que pour une <\/span>plaquette professionnelle <\/span>(lien futur article), on ne r\u00e9dige pas le m\u00eame contenu pour un <\/span>article de blog<\/span>, un post Instagram ou encore un post LinkedIn.\u00a0<\/span><\/p>\n

Chaque support a ses propres r\u00e8gles en la mati\u00e8re, et<\/span> il est essentiel de les respecter pour am\u00e9liorer la visibilit\u00e9 de vos posts.<\/b> L\u2019id\u00e9al est d\u2019\u00eatre form\u00e9 \u00e0 ces questions afin de pouvoir faire des choix pertinents et strat\u00e9giques pour votre communication.\u00a0<\/span><\/p>\n

Vous pouvez aussi choisir de <\/span>d\u00e9l\u00e9guer la r\u00e9daction de vos contenus ESS<\/b> \u00e0 un partenaire, <\/span>agence de communication<\/span>, <\/span>agence web<\/span> ou encore <\/span>r\u00e9dacteur freelance.<\/span>\u00a0<\/span><\/p>\n

Quoi qu’il en soit, assurez-vous de conserver de la coh\u00e9rence dans le ton, les sujets abord\u00e9s et les angles choisis entre tous vos outils de communication. Pour cela, le mieux est encore de cr\u00e9er une<\/span> ligne \u00e9ditoriale<\/span><\/a><\/span> <\/span>pour votre entreprise, association ou institution.<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_gutter=\u00a0\u00bbon\u00a0\u00bb gutter_width=\u00a0\u00bb4″ custom_padding_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb85%\u00a0\u00bb width_tablet=\u00a0\u00bb100%\u00a0\u00bb width_phone=\u00a0\u00bb100%\u00a0\u00bb width_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb custom_margin=\u00a0\u00bb0px|auto|50px|auto|false|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb||30px||false|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb||25px||false|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb custom_padding_tablet=\u00a0\u00bb\u00a0\u00bb custom_padding_phone=\u00a0\u00bb0px||||false|false\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.24.2″ text_text_color=\u00a0\u00bb#02105b\u00a0\u00bb text_line_height=\u00a0\u00bb1.4em\u00a0\u00bb ol_font_size=\u00a0\u00bb3px\u00a0\u00bb header_font=\u00a0\u00bb|900|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#02105b\u00a0\u00bb header_2_font=\u00a0\u00bb|600|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_2_font_size=\u00a0\u00bb28px\u00a0\u00bb header_2_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_3_font=\u00a0\u00bb|800|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font=\u00a0\u00bb|700|||||||\u00a0\u00bb header_4_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font=\u00a0\u00bb|600|||||||\u00a0\u00bb header_5_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font_size=\u00a0\u00bb22px\u00a0\u00bb header_5_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_6_font=\u00a0\u00bbMuli|600|||||||\u00a0\u00bb header_6_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb custom_margin=\u00a0\u00bb0px||10px||false|false\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb animation_direction=\u00a0\u00bbbottom\u00a0\u00bb header_2_font_size_tablet=\u00a0\u00bb24px\u00a0\u00bb header_2_font_size_phone=\u00a0\u00bb18px\u00a0\u00bb header_2_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb header_5_font_size_tablet=\u00a0\u00bb20px\u00a0\u00bb header_5_font_size_phone=\u00a0\u00bb17px\u00a0\u00bb header_5_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

En savoir plus : r\u00e9daction d\u2019articles et SEO<\/strong><\/span><\/h2>\n

[\/et_pb_text][et_pb_divider color=\u00a0\u00bb#ffa33e\u00a0\u00bb divider_weight=\u00a0\u00bb2px\u00a0\u00bb _builder_version=\u00a0\u00bb4.16″ width=\u00a0\u00bb25%\u00a0\u00bb custom_margin=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_divider][et_pb_text _builder_version=\u00a0\u00bb4.24.2″ text_text_color=\u00a0\u00bb#02105b\u00a0\u00bb ol_font_size=\u00a0\u00bb3px\u00a0\u00bb header_font=\u00a0\u00bb|900|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#02105b\u00a0\u00bb header_2_font=\u00a0\u00bbMuli|800|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_3_font=\u00a0\u00bb|800|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font=\u00a0\u00bbMulish|800|||||||\u00a0\u00bb header_4_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font_size=\u00a0\u00bb19px\u00a0\u00bb header_4_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_5_font=\u00a0\u00bbMuli|700|||||||\u00a0\u00bb header_5_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font_size=\u00a0\u00bb18px\u00a0\u00bb header_6_font=\u00a0\u00bbMuli|600|||||||\u00a0\u00bb header_6_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb header_2_font_size_tablet=\u00a0\u00bb\u00a0\u00bb header_2_font_size_phone=\u00a0\u00bb23px\u00a0\u00bb header_2_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb header_4_font_size_tablet=\u00a0\u00bb17px\u00a0\u00bb header_4_font_size_phone=\u00a0\u00bb15px\u00a0\u00bb header_4_font_size_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb header_5_font_size_tablet=\u00a0\u00bb18px\u00a0\u00bb header_5_font_size_phone=\u00a0\u00bb17px\u00a0\u00bb header_5_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

La <\/span>cr\u00e9ation de contenus <\/span>destin\u00e9s \u00e0 <\/span>votre site internet<\/span>, en particulier \u00e0 votre blog, doit inclure la question du SEO, ou <\/span>r\u00e9f\u00e9rencement naturel,<\/span> en plus de celle de l\u2019engagement. En effet, pour am\u00e9liorer la visibilit\u00e9 de votre site sur les <\/span>moteurs de recherche<\/span>, les <\/span>contenus r\u00e9dactionnels <\/span>qu\u2019il contient doivent \u00eatre <\/span>optimis\u00e9s <\/span>autour d\u2019un <\/span>mot-cl\u00e9<\/span>. Ce travail, parfois appel\u00e9 \u201c<\/span>r\u00e9daction SEO<\/span>\u201d, vise \u00e0 faire appara\u00eetre la page dans les <\/span>r\u00e9sultats de recherch<\/span>e associ\u00e9s aux<\/span> requ\u00eates<\/span> ou aux <\/span>mots-cl\u00e9s vis\u00e9s<\/span>. Bien s\u00fbr, cela ne doit pas entacher la <\/span>qualit\u00e9 du contenu<\/span>, ni impacter outre mesure votre <\/span>strat\u00e9gie \u00e9ditoriale<\/span>, qui doit rester coh\u00e9rente avec vos valeurs et vos objectifs. Le plus souvent, l\u2019\u00e9criture de ce <\/span>type de contenu<\/span> (ou la <\/span>r\u00e9\u00e9criture de contenus existants<\/span> afin de les <\/span>r\u00e9f\u00e9rencer <\/span>sur le <\/span>mot cl\u00e9 principal<\/span>) est confi\u00e9e \u00e0\u00a0<\/span>un r\u00e9dacteur ou une <\/span>r\u00e9dactrice web<\/span>.<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_gutter=\u00a0\u00bbon\u00a0\u00bb gutter_width=\u00a0\u00bb4″ custom_padding_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb85%\u00a0\u00bb width_tablet=\u00a0\u00bb100%\u00a0\u00bb width_phone=\u00a0\u00bb100%\u00a0\u00bb width_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb custom_margin=\u00a0\u00bb0px|auto|50px|auto|false|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb||30px||false|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb||25px||false|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb custom_padding_tablet=\u00a0\u00bb\u00a0\u00bb custom_padding_phone=\u00a0\u00bb0px||||false|false\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.24.2″ text_text_color=\u00a0\u00bb#02105b\u00a0\u00bb text_line_height=\u00a0\u00bb1.4em\u00a0\u00bb ol_font_size=\u00a0\u00bb3px\u00a0\u00bb header_font=\u00a0\u00bb|900|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#02105b\u00a0\u00bb header_2_font=\u00a0\u00bb|600|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_2_font_size=\u00a0\u00bb28px\u00a0\u00bb header_2_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_3_font=\u00a0\u00bb|800|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font=\u00a0\u00bb|700|||||||\u00a0\u00bb header_4_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font=\u00a0\u00bb|600|||||||\u00a0\u00bb header_5_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font_size=\u00a0\u00bb22px\u00a0\u00bb header_5_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_6_font=\u00a0\u00bbMuli|600|||||||\u00a0\u00bb header_6_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb custom_margin=\u00a0\u00bb0px||10px||false|false\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb animation_direction=\u00a0\u00bbbottom\u00a0\u00bb header_2_font_size_tablet=\u00a0\u00bb24px\u00a0\u00bb header_2_font_size_phone=\u00a0\u00bb18px\u00a0\u00bb header_2_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb header_5_font_size_tablet=\u00a0\u00bb20px\u00a0\u00bb header_5_font_size_phone=\u00a0\u00bb17px\u00a0\u00bb header_5_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Soyez authentique !<\/strong><\/span><\/h2>\n

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L’authenticit\u00e9 d\u2019un contenu, peu importe son support de publication, est absolument n\u00e9cessaire pour cr\u00e9er de l\u2019engagement, et <\/span>cela est encore plus vrai dans un cadre comme celui de l\u2019\u00e9conomie sociale et solidaire<\/b>.\u00a0<\/span><\/p>\n

Soyez donc sinc\u00e8re, \u00e9vitez les formulations creuses et apportez des preuves de vos engagements. Vous parviendrez ainsi \u00e0 <\/span>r\u00e9diger du contenu<\/span> plus humain et r\u00e9pondrez \u00e0 la m\u00e9fiance naturelle, et parfois justifi\u00e9e, des utilisateurs. \u00c0 l\u2019heure des fake news, de la multiplication des cyberattaques et des escroqueries en ligne, il devient effectivement difficile d\u2019accorder sa confiance \u00e0 un organisme sans preuve de son int\u00e9grit\u00e9.<\/span><\/p>\n

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Ne n\u00e9gligez pas les visuels<\/strong><\/span><\/h2>\n

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Notre dernier conseil concerne bien s\u00fbr les visuels, qui viennent <\/span>enrichir le contenu<\/span>. Que vous postiez sur Instagram, r\u00e9seau o\u00f9 l\u2019image est reine, sur LinkedIn ou encore sur un blog, les images sont non n\u00e9gociables !\u00a0<\/span><\/p>\n

Si possible, cr\u00e9ez des visuels originaux pour chaque<\/span> contenu r\u00e9dig\u00e9<\/span> : photos, montages, vid\u00e9os courtes, illustrations, infographies, graphiques\u2026 <\/span>Le contenu multim\u00e9dia ne peut pas \u00eatre n\u00e9glig\u00e9 quand on cherche \u00e0 f\u00e9d\u00e9rer autour d\u2019une cause<\/b>. Assurez-vous que tous vos visuels correspondent \u00e0 votre <\/span>charte graphique<\/span><\/a><\/span>\u00a0pour garder de la coh\u00e9rence d\u2019un post \u00e0 l\u2019autre, cela participe \u00e0 rendre votre structure m\u00e9morable.<\/span><\/p>\n

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Depuis la phase strat\u00e9gique du choix des <\/span>m\u00e9dias sociaux <\/span><\/a><\/span>\u00a0\u00e0 la cr\u00e9ation des visuels, en passant par la cr\u00e9ation d\u2019une ligne \u00e9ditoriale et la pr\u00e9paration du planning de publication, <\/span>la r\u00e9daction de contenus ESS est un projet qui se pense sur le long-terme<\/b>. L\u2019agence de communication globale est, dans ce cadre, un partenaire de choix, et d\u2019autant plus lorsqu\u2019elle est sp\u00e9cialis\u00e9e dans la communication responsable et acteur de l\u2019ESS comme SAMBA.\u00a0<\/span><\/p>\n

N\u2019h\u00e9sitez donc pas \u00e0 nous contacter, nous serons heureux de vous accompagner pour <\/span>mettre en place une strat\u00e9gie <\/span>de contenu \u00e0 votre image ! <\/span><\/p>\n

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Nos articles sur la m\u00eame th\u00e9matique<\/h3>\n

[\/et_pb_text][et_pb_blog fullwidth=\u00a0\u00bboff\u00a0\u00bb posts_number=\u00a0\u00bb3″ include_categories=\u00a0\u00bb32,31″ meta_date=\u00a0\u00bbj M Y\u00a0\u00bb use_manual_excerpt=\u00a0\u00bboff\u00a0\u00bb excerpt_length=\u00a0\u00bb0″ show_author=\u00a0\u00bboff\u00a0\u00bb show_categories=\u00a0\u00bboff\u00a0\u00bb show_excerpt=\u00a0\u00bboff\u00a0\u00bb show_pagination=\u00a0\u00bboff\u00a0\u00bb use_overlay=\u00a0\u00bbon\u00a0\u00bb overlay_icon_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb hover_overlay_color=\u00a0\u00bbrgba(255,163,62,0.52)\u00a0\u00bb _builder_version=\u00a0\u00bb4.24.2″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_font=\u00a0\u00bb|700|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#02105B\u00a0\u00bb header_font_size=\u00a0\u00bb18px\u00a0\u00bb header_line_height=\u00a0\u00bb1.3em\u00a0\u00bb meta_text_color=\u00a0\u00bb#02105B\u00a0\u00bb meta_font_size=\u00a0\u00bb13px\u00a0\u00bb meta_line_height=\u00a0\u00bb1em\u00a0\u00bb text_orientation=\u00a0\u00bbleft\u00a0\u00bb custom_margin=\u00a0\u00bb||0px||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb||0px||false|false\u00a0\u00bb border_width_all=\u00a0\u00bb0px\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_blog][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

outils de communication, strat\u00e9gie de communicationR\u00e9daction de contenus ESS : 5 r\u00e8gles d\u2019or pour cr\u00e9er du contenu engageant et f\u00e9d\u00e9rer autour de votre causeProduire r\u00e9guli\u00e8rement du contenu pour son blog ou ses r\u00e9seaux sociaux, c\u2019est bien, mais parvenir \u00e0 susciter de l\u2019engagement autour de ses posts, c\u2019est encore mieux ! Et c\u2019est justement le sujet de cet article.\u00a0 Un contenu \u201cengageant\u201d est un contenu qui g\u00e9n\u00e8re des interactions : commentaires, likes, partages, etc. \u00c0 chaque fois qu\u2019un internaute interagit avec votre contenu au moyen de l\u2019une de ces fonctionnalit\u00e9s, il indique \u00e0 l\u2019algorithme de la plateforme sur laquelle il se trouve que votre post est int\u00e9ressant. En r\u00e9ponse, l\u2019algorithme va \u201cfaire remonter\u201d votre contenu, et ainsi le montrer \u00e0 un nombre croissant d\u2019utilisateurs, c\u2019est ainsi que naissent les posts viraux.\u00a0 Ce ph\u00e9nom\u00e8ne, largement exploit\u00e9 par les entreprises via la strat\u00e9gie de contenu (ou content marketing), peut \u00e9galement \u00eatre un levier int\u00e9ressant pour f\u00e9d\u00e9rer autour d\u2019une cause, raison pour laquelle SAMBA vous propose de d\u00e9couvrir les 5 r\u00e8gles d\u2019or de la r\u00e9daction de contenus engageants pour un projet ESS.D\u00e9finissez clairement la cible et le sujet de votre contenu Pour susciter des r\u00e9actions chez le lecteur, un texte doit faire r\u00e9sonner quelque […]<\/p>\n","protected":false},"author":6,"featured_media":343739,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"2880","footnotes":""},"categories":[31,32],"tags":[],"class_list":["post-343723","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-outils-de-communication","category-strategie-de-communication"],"yoast_head":"\n5 r\u00e8gles d\u2019or pour la r\u00e9daction de contenus ESS engageants – SAMBA<\/title>\n<meta name=\"description\" content=\"Acteurs de l\u2019ESS, d\u00e9couvrez comment r\u00e9diger des contenus engageants pour f\u00e9d\u00e9rer autour de votre cause avec SAMBA, agence de com engag\u00e9e\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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