Nous avons travaill\u00e9 en partenariat avec une entreprise de logiciels logistiques qui avait du mal \u00e0 se d\u00e9marquer. Leur contenu \u00e9tait technique et sans int\u00e9r\u00eat - un excellent produit, mais aucune \u00e9tincelle. Notre premi\u00e8re \u00e9tape ? Repositionner leur message. Nous avons supprim\u00e9 le jargon et racont\u00e9 des histoires racontables, en passant de \u201clogiciel d'optimisation du fret\u201d \u00e0 \u201cfaire dispara\u00eetre les maux de t\u00eate li\u00e9s \u00e0 l'exp\u00e9dition\u201d. La diff\u00e9rence a \u00e9t\u00e9 imm\u00e9diate : l'engagement sur LinkedIn a commenc\u00e9 \u00e0 grimper.<\/p>\n\n\n\n
\n\u201cD\u00e8s que nous avons cess\u00e9 de parler de caract\u00e9ristiques et que nous avons commenc\u00e9 \u00e0 raconter des histoires, les gens nous ont \u00e9cout\u00e9s.\u201d<\/p>\n<\/blockquote>\n\n\n\n
Rendre le B2B amusant (oui, vraiment)<\/h5>\n\n\n\n
Nous avons lanc\u00e9 une s\u00e9rie de contenus sur #ShippingFails - de vraies m\u00e9saventures d'exp\u00e9dition, des conseils d'experts et de l'humour. Cette s\u00e9rie a fait mouche. Les articles ont \u00e9t\u00e9 partag\u00e9s, on en a ri et, surtout, on s'en est souvenu. Nous avons transform\u00e9 les meilleurs articles en carrousels LinkedIn, en courtes vid\u00e9os et en contenu de blog \u00e0 la fois utile et divertissant. Un article a obtenu plus de 40 000 impressions organiques.<\/p>\n\n\n\n
De l'opinion \u00e0 la valeur<\/h5>\n\n\n\n
Pour obtenir des r\u00e9sultats, nous avons ajout\u00e9 de solides CTA - listes de contr\u00f4le, webinaires, invitations \u00e0 des d\u00e9monstrations - afin que le contenu viral aboutisse \u00e0 de v\u00e9ritables conversions. Le r\u00e9sultat ? Un nombre de prospects multipli\u00e9 par deux et une marque qui, d'invisible, est devenue la favorite du secteur.<\/p>","protected":false},"excerpt":{"rendered":"
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