{"id":813,"date":"2019-12-07T11:00:27","date_gmt":"2019-12-07T10:00:27","guid":{"rendered":"https:\/\/comeup.com\/experts\/?p=813"},"modified":"2023-11-13T11:21:42","modified_gmt":"2023-11-13T10:21:42","slug":"newsjacking-la-reactivite-comme-arme-marketing","status":"publish","type":"post","link":"https:\/\/comeup.com\/experts\/newsjacking-la-reactivite-comme-arme-marketing\/","title":{"rendered":"Newsjacking, la r\u00e9activit\u00e9 comme arme marketing"},"content":{"rendered":"

Chacun le sait, le pire ennemi du responsable de contenu, c\u2019est peut-\u00eatre encore lui-m\u00eame et ses fichues pannes d\u2019inspiration. Pour lutter contre l\u2019angoisse de la page blanche, les vieilles recettes du marketing calendaire sont encore d\u2019actualit\u00e9. Mais en 2020, c\u2019est vers le newsjacking et la globalisation du marketing que tous les regards sont tourn\u00e9s !<\/p>\n

Le marketing calendaire a v\u00e9cu<\/h2>\n

Quand on conna\u00eet les nombreuses sources d\u2019inspiration du content Marketer, on se demande encore comment il peut y avoir des rat\u00e9s dans la machine. Mais c\u2019est qu\u2019il faut aussi compter avec les limites du marketing calendaire en 2019.<\/p>\n

Les sources d\u2019inspiration du marketeur<\/h3>\n

Il ne faut parfois pas aller chercher bien loin pour trouver l\u2019inspiration : dans la rue ou \u00e0 la machine \u00e0 caf\u00e9. La curiosit\u00e9 reste le d\u00e9faut le plus int\u00e9ressant du responsable de contenu.<\/p>\n

Ajoutez \u00e0 cela une veille informationnelle solide (en s\u2019appuyant sur des outils comme Feedly<\/a>, par exemple) et un suivi r\u00e9gulier des mentions de sa marque (\u00e0 l\u2019aide de simples alertes Google ou d\u2019outils tels le Brand Monitoring de Semrush<\/a>), et vous devriez \u00eatre par\u00e9. Surtout qu\u2019il vous reste toujours une arme secr\u00e8te, celle du marketing calendaire.<\/p>\n

Le marketing calendaire<\/h3>\n

Le marketing calendaire s\u2019appuie sur une recette \u00e9prouv\u00e9e. Il suffit de suivre les \u00e9v\u00e9nements qui se r\u00e9p\u00e8tent de mani\u00e8re p\u00e9riodique (le plus souvent chaque ann\u00e9e) et qui, par nature, sont susceptibles d\u2019\u00eatre anticip\u00e9s et utilis\u00e9s pour votre marketing de contenu. Ces sujets \u201cmarronniers\u201d peuvent prendre diff\u00e9rentes formes, selon qu\u2019ils soient li\u00e9s \u00e0 des c\u00e9l\u00e9brations religieuses, pa\u00efennes ou d\u2019\u00e9v\u00e9nements historiques, ou encore bas\u00e9s sur la r\u00e9gularit\u00e9 de manifestations sportives (la Coupe du Monde) ou culturelles (le festival de Cannes).<\/p>\n

On peut aussi ranger dans cette cat\u00e9gorie de contenus tous les \u00e9v\u00e9nements de saison (les soldes, les vacances) ou les (trop?) nombreuses \u201cJourn\u00e9es Internationales\u201d qui sont autant de sources d\u2019inspiration pour vos articles et vos posts sociaux. On ne saurait trop vous recommander donc de vous concocter \u00e0 peu de frais un agenda de contenu<\/a> annuel. Vous pourrez y puiser \u00e0 foison, et d\u2019ins\u00e9rer vos choix dans un outil collaboratif tel que Trello<\/a>.<\/p>\n

Les limites du marketing calendaire<\/h3>\n

Le marketing calendaire ne semble avoir que des qualit\u00e9s. Mais il a aussi le d\u00e9faut de ses avantages : facile de conception et d\u2019utilisation. Il est si accessible que l\u2019utiliser au quotidien vous confrontera sans doute \u00e0 un petit probl\u00e8me d\u2019originalit\u00e9. Dans un monde concurrentiel o\u00f9 se d\u00e9marquer est souvent la cl\u00e9 du succ\u00e8s, voil\u00e0 qui peut s\u2019av\u00e9rer un vrai probl\u00e8me !<\/p>\n

Alors, bien entendu, il est toujours possible d\u2019aller plus loin que ses confr\u00e8res dans la recherche de sujets marronniers plus confidentiels. Ou encore d\u2019\u00eatre plus original qu\u2019eux dans le traitement d\u2019un sujet bateau\u2026 Mais en 2020, le salut se trouvera sans doute plus \u00e0 chercher du c\u00f4t\u00e9 du newsjacking.<\/p>\n

\"\"<\/p>\n

2020, l\u2019ann\u00e9e du newsjacking<\/h2>\n

S\u2019il est toujours utile (et fortement conseill\u00e9) de poursuivre une strat\u00e9gie de contenu calendaire classique, vous pouvez aussi aller plus loin et anticiper les tendances qui feront 2020 !<\/p>\n

Qu\u2019est-ce que le newsjacking ?<\/h3>\n

Le newsjacking pourrait \u00eatre tout simplement l\u2019\u00e9quivalent m\u00e9diatique du hijacking, le d\u00e9tournement d\u2019informations \u00e0 la vol\u00e9e par un sp\u00e9cialiste du marketing rempla\u00e7ant celui d\u2019un avion par un pirate de l\u2019air.
\nEn r\u00e9alit\u00e9, on peut distinguer deux types de newsjacking. Un newsjacking \u201cd\u2019anticipation\u201d qui consiste simplement \u00e0 pousser bien plus loin sa strat\u00e9gie de marketing calendaire. Et un newsjacking \u201csauvage\u201d qui lui, demande une r\u00e9activit\u00e9 \u00e0 toute \u00e9preuve.<\/p>\n

\u00c0\u00a0l\u2019attaque !<\/h3>\n

Le newsjacking d\u2019anticipation, s\u2019il demande un peu d\u2019habilet\u00e9 et de culture g\u00e9n\u00e9rale, ne vous co\u00fbtera en revanche pas un sou. Plut\u00f4t que de vous contenter de lister dans votre agenda les \u00e9v\u00e9nements calendaires r\u00e9currents, \u00e9largissez \u00e9galement votre champ de recherche. Pistez les nouvelles tendances musicales, les groupes de demain, les grosses sorties de films attendus d\u2019un r\u00e9alisateur c\u00e9l\u00e8bre, la s\u00e9rie dont tout le monde ne parle pas (encore) mais dont le nom se murmure d\u00e9j\u00e0 sur les forums comme \u00e9tant la \u201cnext best thing\u201d… Tenez vous au courant de l\u2019actualit\u00e9 pour anticiper au maximum ce qui fera la une des journaux de demain !<\/p>\n

Le newsjacking \u201csauvage\u201d, lui, requiert bien moins de qualit\u00e9s divinatoires, mais demande une r\u00e9activit\u00e9 \u00e0 toute \u00e9preuve, et un peu plus de moyens en cons\u00e9quence. Il s\u2019agit de pouvoir r\u00e9pondre dans l\u2019heure \u00e0 une nouvelle fra\u00eeche, dont vous saurez imm\u00e9diatement identifier le potentiel pour votre communication et transformer en arme marketing. Attention tout de m\u00eame, le newsjacking \u201csauvage\u201d porte aussi bien son nom en cela qu\u2019il peut s\u2019av\u00e9rer parfois risquer de r\u00e9agir trop vite. Le bad buzz n\u2019est jamais trop loin, comme ce fut le cas pour la campagne des 3 Suisses \u201cJe 3SUISSES Charlie<\/a>\u201d, d\u2019assez mauvais go\u00fbt\u2026<\/p>\n

Newsjacking et marketing global<\/h3>\n

S\u2019il faut \u00eatre prudent dans l\u2019utilisation de son newsjacking, on compte tout de m\u00eame plus d\u2019op\u00e9rations r\u00e9ussies que de ratages monumentaux en la mati\u00e8re. En 2019, Game of Throne fut sans doute le sujet de newsjacking le plus couru, de Semrush<\/a> \u00e0 Monoprix et ses \u201cYou know muffin, Jon Snow\u201d.<\/p>\n

\"\"<\/p>\n

En 2020, vous le savez peut-\u00eatre, sortira sur Amazon Prime la s\u00e9rie inspir\u00e9e par Le Seigneur des Anneaux. Les films ont eu un \u00e9norme succ\u00e8s, tout comme l\u2019exposition parisienne consacr\u00e9e \u00e0 son cr\u00e9ateur, JRR Tolkien\u2026 Toutes les conditions sont r\u00e9unies pour r\u00e9ussir votre op\u00e9ration de newsjacking. Mais encore vous faudra-t-il le faire intelligemment, et surtout de mani\u00e8re globale.<\/p>\n

Car c\u2019est un corollaire int\u00e9ressant \u00e0 la pratique du newsjacking (et un sujet int\u00e9ressant pour un prochain article) : le marketing de 2020 sera global ou ne sera pas. Pas question donc de se contenter d\u2019une simple campagne d\u2019affichage. Si celle-ci est n\u00e9cessaire, elle pourra aussi s\u2019accompagner d\u2019un relookage \u201c\u00e0 la Tolkien\u201d de votre site internet, d\u2019un grand concours, d\u2019une ou plusieurs publications sur votre blog\u2026 pensez 2020, pensez global !<\/p>\n

\"D\u00e9couvrez<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Chacun le sait, le pire ennemi du responsable de contenu, c\u2019est peut-\u00eatre encore lui-m\u00eame et ses fichues pannes d\u2019inspiration. 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