{"id":11099,"date":"2020-08-04T14:05:17","date_gmt":"2020-08-04T18:05:17","guid":{"rendered":"https:\/\/www.makeitbloom.com\/?p=11099"},"modified":"2020-11-18T17:04:38","modified_gmt":"2020-11-18T21:04:38","slug":"comment-creer-un-calendrier-editorial-pour-les-medias-sociaux","status":"publish","type":"post","link":"https:\/\/www.makeitbloom.com\/fr\/blog\/comment-creer-un-calendrier-editorial-pour-les-medias-sociaux\/","title":{"rendered":"Comment cr\u00e9er un calendrier \u00e9ditorial pour les m\u00e9dias sociaux ?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Cr\u00e9er un <a href=\"https:\/\/www.makeitbloom.com\/fr\/blog\/a-digital-strategy-roadmap-in-7-very-effective-steps\/\">plan d\u2019action marketing<\/a> est essentiel pour votre strat\u00e9gie num\u00e9rique. \u00ab&nbsp;Planifier \u00bb est le mot-cl\u00e9 indispensable pour mettre en place une strat\u00e9gie marketing efficace et atteindre vos objectifs d&#8217;affaires. Concernant les r\u00e9seaux sociaux, on a souvent tendance \u00e0 mettre de c\u00f4t\u00e9 cette planification et \u00e0 publier du contenu au fur et \u00e0 mesure, au fil de nos id\u00e9es. <\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-style-large is-layout-flow wp-block-quote-is-layout-flow\"><p>Publier du contenu sans l\u2019int\u00e9grer au sein d\u2019un calendrier \u00e9ditorial, c\u2019est prendre le risque de manquer de coh\u00e9rence.<\/p><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Mais alors, qu\u2019est-ce qu\u2019un calendrier \u00e9ditorial ? C\u2019est un outil d\u2019organisation qui va vous aider dans la planification de votre contenu et vous permettre d\u2019assurer une r\u00e9gularit\u00e9 dans la fr\u00e9quence de vos publications sur vos m\u00e9dias sociaux.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pr\u00e9alablement \u00e0 la cr\u00e9ation du calendrier \u00e9ditorial, plusieurs \u00e9tapes devront \u00eatre compl\u00e9t\u00e9es&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>D\u00e9finir diff\u00e9rents types d\u2019audience (g\u00e9n\u00e9ralement entre 2 \u00e0 5 profils) afin de comprendre leurs besoins et leurs attentes pour proposer un contenu qui va les int\u00e9resser ;&nbsp;<\/li><li>Analyser les r\u00e9sultats actuels de vos diff\u00e9rents r\u00e9seaux sociaux pour identifier vos r\u00e9ussites et les contenus dont les r\u00e9sultats n\u2019ont pas \u00e9t\u00e9 \u00e0 la hauteur de vos attentes ;&nbsp;<\/li><li>D\u00e9finir vos objectifs (par exemple : notori\u00e9t\u00e9, trafic vers votre site web, conversion, etc.) <\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Lorsque que toutes ces \u00e9tapes sont r\u00e9alis\u00e9es, suivez les 5 \u00e9tapes suivantes pour construire un calendrier \u00e9ditorial efficace.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">1. <strong>Cr\u00e9er le mod\u00e8le de calendrier&nbsp;<\/strong>\u00e9ditorial<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pour cr\u00e9er votre calendrier \u00e9ditorial, vous pouvez utiliser un tableur comme Excel ou Google Sheets (facilite la collaboration), ou encore des outils destin\u00e9s \u00e0 la planification comme <a href=\"https:\/\/hootsuite.com\/\">Hootsuite<\/a> ou <a href=\"http:\/\/trello.com\/\">Trello<\/a>.<br><\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/hootsuite.com\/\"><img decoding=\"async\" data-src=\"https:\/\/lh4.googleusercontent.com\/0N-X4fQFBYzWdBBYI0dW3YljtZWXI0Ay_nSYYBnbp6fiFm3W0dx6uqW3SAxraG2HKLD6e-GT68VJMab94huICHzYznI3vb_DGIaMcUWlIP_PDuY-gbjmaJxDt_zGFcJWdHYU0YyG\" alt=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" \/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Vous pouvez choisir de cr\u00e9er un calendrier pour l\u2019ann\u00e9e enti\u00e8re, le trimestre ou encore le mois. Opter pour un calendrier mensuel est une bonne solution afin de rester plus actuel et agile. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nous vous recommandons \u00e9galement, pour plus de clart\u00e9, de cr\u00e9er un calendrier par r\u00e9seau social (LinkedIn, Facebook, Instagram, TikTok, etc.).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Un exemple de calendrier \u00e9ditorial pour les m\u00e9dias sociaux<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Chez Bloom, nous avons cr\u00e9\u00e9 notre propre mod\u00e8le de calendrier pour r\u00e9pondre \u00e0 nos besoins et ceux de nos clients. La premi\u00e8re page offre une vue d&#8217;ensemble mensuelle, tandis que la deuxi\u00e8me page pr\u00e9sente, en d\u00e9tail, chaque publication (sujet, heure de publication, suivi de l&#8217;approbation, support visuel, texte, etc.)<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"700\" height=\"499\" data-src=\"https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/11\/exemple_calendrier_contenu_medias_sociaux-700x499.jpg\" alt=\"exemple calendrier de contenu pour les m\u00e9dias sociaux\n\" class=\"wp-image-11365 lazyload\" data-srcset=\"https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/11\/exemple_calendrier_contenu_medias_sociaux-700x499.jpg 700w, https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/11\/exemple_calendrier_contenu_medias_sociaux-250x178.jpg 250w, https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/11\/exemple_calendrier_contenu_medias_sociaux-768x547.jpg 768w, https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/11\/exemple_calendrier_contenu_medias_sociaux-120x86.jpg 120w, https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/11\/exemple_calendrier_contenu_medias_sociaux.jpg 1075w\" data-sizes=\"(max-width: 700px) 100vw, 700px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 700px; --smush-placeholder-aspect-ratio: 700\/499;\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>2. Identifier les dates et \u00e9v\u00e9nements cl\u00e9s&nbsp;<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Une fois que ce document de base est cr\u00e9\u00e9, vous allez pouvoir lister les \u00e9v\u00e9nements et jours f\u00e9ri\u00e9s qui sont pertinents selon votre type d\u2019industrie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il peut s\u2019agir, par exemple de :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>F\u00eates nationales et c\u00e9l\u00e9brations<\/li><li>Vacances scolaires&nbsp;<\/li><li>Journ\u00e9es internationales<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pour vous inspirer: <\/strong>Voici quelques exemples d&#8217;entreprises qui a ajust\u00e9 son contenu sur les m\u00e9dias sociaux pour une f\u00eate ou une journ\u00e9e sp\u00e9ciale:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Salesforce et la journ\u00e9e de Star Wars (May The Fourth)<\/h3>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"700\" height=\"515\" data-src=\"https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/salesforce-3-700x515.png\" alt=\"\" class=\"wp-image-11130 lazyload\" data-srcset=\"https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/salesforce-3-700x515.png 700w, https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/salesforce-3-250x184.png 250w, https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/salesforce-3-768x565.png 768w, https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/salesforce-3-120x88.png 120w, https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/salesforce-3.png 1468w\" data-sizes=\"(max-width: 700px) 100vw, 700px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 700px; --smush-placeholder-aspect-ratio: 700\/515;\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Dynamite et la journ\u00e9e internationale des m\u00e9dias sociaux<\/h3>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"700\" height=\"515\" data-src=\"https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/socialmediaday-2-700x515.png\" alt=\"\" class=\"wp-image-11128 lazyload\" data-srcset=\"https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/socialmediaday-2-700x515.png 700w, https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/socialmediaday-2-250x184.png 250w, https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/socialmediaday-2-768x565.png 768w, https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/socialmediaday-2-120x88.png 120w, https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/socialmediaday-2.png 1466w\" data-sizes=\"(max-width: 700px) 100vw, 700px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 700px; --smush-placeholder-aspect-ratio: 700\/515;\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">David&#8217;s tea et la journ\u00e9e nationale du mojito<\/h3>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"700\" height=\"516\" data-src=\"https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/mojitoday-2-700x516.png\" alt=\"\" class=\"wp-image-11126 lazyload\" data-srcset=\"https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/mojitoday-2-700x516.png 700w, https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/mojitoday-2-250x184.png 250w, https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/mojitoday-2-768x566.png 768w, https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/mojitoday-2-120x88.png 120w, https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/mojitoday-2.png 1466w\" data-sizes=\"(max-width: 700px) 100vw, 700px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 700px; --smush-placeholder-aspect-ratio: 700\/516;\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">American Eagle et la journ\u00e9e de l&#8217;emoji<\/h3>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"700\" height=\"449\" data-src=\"https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/emojiday-2-700x449.png\" alt=\"\" class=\"wp-image-11124 lazyload\" data-srcset=\"https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/emojiday-2-700x449.png 700w, https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/emojiday-2-250x160.png 250w, https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/emojiday-2-768x493.png 768w, https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/emojiday-2-1536x985.png 1536w, https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/emojiday-2-120x77.png 120w, https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/emojiday-2.png 1684w\" data-sizes=\"(max-width: 700px) 100vw, 700px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 700px; --smush-placeholder-aspect-ratio: 700\/449;\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">IBM et l&#8217;Halloween<\/h3>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"700\" height=\"449\" data-src=\"https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/halloween-ibm-2-700x449.png\" alt=\"\" class=\"wp-image-11122 lazyload\" data-srcset=\"https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/halloween-ibm-2-700x449.png 700w, https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/halloween-ibm-2-250x160.png 250w, https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/halloween-ibm-2-768x492.png 768w, https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/halloween-ibm-2-1536x984.png 1536w, https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/halloween-ibm-2-120x77.png 120w, https:\/\/www.makeitbloom.com\/wp-content\/uploads\/2020\/08\/halloween-ibm-2.png 1682w\" data-sizes=\"(max-width: 700px) 100vw, 700px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 700px; --smush-placeholder-aspect-ratio: 700\/449;\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Vous pouvez \u00e9galement lister les \u00e9v\u00e9nements sp\u00e9cifiques \u00e0 votre compagnie qui devront faire l\u2019objet d\u2019une publication, par exemple :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Lancement d\u2019un produit ou service&nbsp;<\/li><li>Participation \u00e0 une conf\u00e9rence<\/li><li>Anniversaire de la compagnie&nbsp;<\/li><li>Promotions et offres<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>3. D\u00e9finir les th\u00e9matiques<\/strong> de vos publications sur les m\u00e9dias sociaux<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Cr\u00e9er du contenu uniquement promotionnel sur vos r\u00e9seaux sociaux serait contre productif. Alterner avec du contenu divertissant ou informatif est essentiel. Pour atteindre vos objectifs et diversifier vos contenus, nous vous recommandons de d\u00e9finir au pr\u00e9alable 4 \u00e0 5 types de th\u00e9matiques coh\u00e9rentes par rapport \u00e0 votre type d\u2019industrie. Par exemple :&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>\u00c9quipe <\/strong>: Pr\u00e9senter du contenu li\u00e9 \u00e0 votre \u00e9quipe et des \u201cbehind-the-scene\u201d est souvent appr\u00e9ci\u00e9 de la part de l\u2019audience.&nbsp;<\/li><li><strong>Produits \/ Services<\/strong> : Cette th\u00e9matique vous permettra de mettre en avant un contenu directement promotionnel ou informatif sur un produit\/service.&nbsp;<\/li><li><strong>\u00c9v\u00e9nements <\/strong>: Il s\u2019agira, par exemple, des \u00e9v\u00e9nements que vous aurez list\u00e9s lors de l\u2019\u00e9tape pr\u00e9c\u00e9dente (f\u00eate des M\u00e8res, f\u00eates de fin d\u2019ann\u00e9es, conf\u00e9rences, etc.)<\/li><li><strong>Engagement <\/strong>: Ces publications contiendront un appel \u00e0 l\u2019action clair invitant l\u2019audience \u00e0 r\u00e9pondre \u00e0 une question ou \u00e0 un sondage par exemple.&nbsp;<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Si d\u00e9finir les cat\u00e9gories de publications vous semble difficile, vous pouvez travailler en collaboration avec l\u2019\u00e9quipe des ventes qui aura probablement une id\u00e9e de ce que vos clients s\u2019attendent \u00e0 recevoir comme type d\u2019informations.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>4. Cr\u00e9er une liste de sujets&nbsp;<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Avoir d\u00e9fini des th\u00e9matiques cl\u00e9s va vous aider \u00e0 trouver des id\u00e9es de sujets. Vous pouvez dresser une liste. Ces sujets devront r\u00e9pondre aux attentes de votre audience tout au long de son processus d\u2019achat : contact, prospect, client.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le contenu ad\u00e9quat pour un prospect qui ne conna\u00eet pas encore votre compagnie ne sera pas le m\u00eame que celui destin\u00e9 un futur client qui est proche de passer \u00e0 l\u2019acte d\u2019achat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tous ces types de prospects doivent pouvoir trouver du contenu qui va r\u00e9pondre \u00e0 leurs questions et les int\u00e9resser.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vous pouvez choisir d\u2019alterner le contenu ou de focaliser sur une \u00e9tape cl\u00e9 du processus d\u2019achat de semaine en semaine par exemple.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>5. R\u00e9diger <\/strong>vos publications<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c0 cette \u00e9tape, vous pouvez commencer la r\u00e9daction du contenu. Dans le calendrier \u00e9ditorial, il faudra mentionner :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Le type de contenu : photos, vid\u00e9os, carrousel, etc. ;<\/li><li>La th\u00e9matique de la publication (engagement, \u00e9quipe, etc.) ;<\/li><li>L\u2019objectif de la publication : Conversion, notori\u00e9t\u00e9, etc. ;&nbsp;<\/li><li>La date et l\u2019heure de publication ;&nbsp;<\/li><li>Le lien vers votre site, si vous souhaitez diriger l\u2019utilisateur vers une page sp\u00e9cifique de votre site, par exemple un article de blogue ;<\/li><li>Le visuel choisi ou l\u2019indication du visuel qui sera int\u00e9gr\u00e9.&nbsp;<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Planifier vos publications gr\u00e2ce \u00e0 un calendrier \u00e9ditorial vous permettra de mettre en place une communication plus coh\u00e9rente sur les r\u00e9seaux sociaux et d\u2019optimiser votre strat\u00e9gie. Vous serez \u00e9galement assur\u00e9s de conserver une r\u00e9gularit\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vous avez besoin d\u2019aide ? Nous pouvons vous aider \u00e0 mettre en place une strat\u00e9gie performante pour vos <a href=\"https:\/\/www.makeitbloom.com\/fr\/services\/agence-gestion-communaute-et-medias-sociaux\/\">r\u00e9seaux sociaux<\/a>.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"Cr\u00e9er un plan d\u2019action marketing est essentiel pour votre strat\u00e9gie num\u00e9rique. \u00ab&nbsp;Planifier \u00bb est le mot-cl\u00e9 indispensable pour mettre en place une strat\u00e9gie marketing efficace et atteindre vos objectifs d&#8217;affaires. Concernant les r\u00e9seaux sociaux, on a souvent tendance \u00e0 mettre de c\u00f4t\u00e9 cette planification et \u00e0 publier du contenu au fur et \u00e0 mesure, au&hellip;","protected":false},"author":48,"featured_media":11132,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[418],"tags":[],"coauthors":[],"class_list":["post-11099","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-web"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.9 - aioseo.com -->\n\t<meta name=\"description\" content=\"Comment cr\u00e9er un plan efficace pour publier sur les m\u00e9dias sociaux? O\u00f9 trouver des id\u00e9es de contenu? 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