Dans la foulée du web 2.0, le blogue s’est imposé comme un outil de communication très efficace pour les entreprises.
De Jacob à IGA, en passant par Microsoft et Marketo, de plus en plus d’organisations cherchent à profiter des avantages de cette plateforme. Qu’en est-il de vous? Votre entreprise tire-t-elle profit de ce média? Si ce n’est pas le cas et que vous hésitez encore, voici 6 raisons qui vous convaincront d’opter pour le blogue dans un contexte d’affaires.
UN BLOGUE, C'EST BON POUR LE SEO
Pour qu’un site web atteigne une performance optimale sur les moteurs de recherche, il est important de créer beaucoup de contenu apprécié (et partagé!) par les internautes. Le blogue est un excellent prétexte pour cela.
Aussi, en optimisant des billets spécifiques sur des mots-clés reliés à votre offre, votre site web a la possibilité d’apparaître plus souvent et en bonne position dans des résultats de recherche.
UN BLOGUE, ÇA AMÈNE DU TRAFIC ET DE LA VISIBILITÉ
Le blogue vous permet de toucher à des sujets plus larges que le seul spectre de vos services. Vous pouvez traiter de sujets intéressants pour les internautes, tout de même en lien avec votre industrie, qui ont la possibilité de rejoindre un plus grand bassin de gens.
De plus, lorsque les internautes partagent vos textes, vous avez accès à de nouveaux publics qui peuvent atterrir sur votre site web. Un avantage à ne pas négliger, n’est-ce pas?
UN BLOGUE, CA VOUS OBLIGE À DEMEURER À L'AFFÛT
Rédiger du contenu à propos de votre industrie sur une base régulière nécessite un minimum de recherche. Cette veille assidue vous donne un avantage, celui de rester informé des dernières tendances de votre secteur!
UN BLOGUE, CA VOUS PERMET DE DÉMONTRER VOTRE EXPERTISE
En prenant la parole à propos de sujets reliés à vos activités, vous démontrez vos connaissances et votre expertise en la matière. En démontrant aux internautes votre savoir-faire, vous pourriez convaincre un client potentiel de faire affaire avec vous.
UN BLOGUE, CE N'EST GÉNÉRALEMENT PAS DIFFICILE À UTILISER
Les principales plateformes de création de blogues (comme WordPress) sont très conviviales pour les utilisateurs. Vous n’avez donc absolument pas besoin d’être un expert du web pour bloguer.
UN BLOGUE, ÇA DONNE UNE PERSONNALITÉ ET UNE VOIX À VOTRE ENTREPRISE
Le blogue n’est pas limité à un carcan précis, comme peut parfois l’être un site web d’entreprise, par exemple. Avec ce média, on oublie le ton corporatif et terne. Vous pouvez vous permettre de commenter des sujets d’actualité, de répondre aux commentaires des internautes… Bref, de donner une personnalité sympathique à votre entreprise!
Le bémol principal du blogue est l’implication en temps qu’il demande. Trouver les contenus, effectuer une veille, rédiger et réviser les billets, les publier… tous ces éléments demandent du temps, alors mieux vaut être prudent. Si ce facteur vous décourage et que vous ne comptez pas publier du contenu sur une base régulière, pensez à faire appel à un expert en la matière. Peut-être Bang?
Ce texte a originalement été publié dans l’infolettre de l'agence de communication Bang Marketing.
Stéphanie Kennan est présidente de Bang Marketing, une agence de branding et de marketing Web située à Montréal. Elle travaille auprès des PME québécoises depuis 1998 et se spécialise en marketing B2B. Vous pouvez la joindre via LinkedIn.
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