{"id":8303,"date":"2021-03-08T22:24:36","date_gmt":"2021-03-08T22:24:36","guid":{"rendered":"https:\/\/honeypot-marketing.local\/?p=8303"},"modified":"2024-09-23T11:40:45","modified_gmt":"2024-09-23T15:40:45","slug":"creer-du-contenu-qui-genere-de-la-demande","status":"publish","type":"post","link":"https:\/\/honeypotmarketing.com\/fr\/content-marketing\/create-content-that-generates-demand\/","title":{"rendered":"Comment cr\u00e9er du contenu qui g\u00e9n\u00e8re de la demande"},"content":{"rendered":"<iframe width=\"100%\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/8EVOEwOsQ2E\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><div itemscope itemtype=\"http:\/\/schema.org\/AudioObject\"><meta itemprop=\"name\" content=\"How to Create Content that Generates Demand\" \/><meta itemprop=\"uploadDate\" content=\"2021-03-08T22:24:36-05:00\" \/><meta itemprop=\"encodingFormat\" content=\"\" \/><meta itemprop=\"duration\" content=\"PT49M39S\" \/><meta itemprop=\"description\" content=\"This week we&#039;re exploring lead magnets and how to create content that generates demand! We&#039;ll be sharing some great tips and insights to help you craft that ever-elusive &quot;compelling content&quot; people are always talking about.Check out the video or ...\" \/><meta itemprop=\"contentUrl\" content=\"https:\/\/media.blubrry.com\/digital_marketing_honeypot\/mc.blubrry.com\/digital_marketing_honeypot\/How_to_Create_Content_that_Generates_Demand.mp3?awCollectionId=1033945&#038;aw_0_azn.pgenre=Business&#038;aw_0_1st.ri=blubrry&#038;aw_0_azn.pcountry=CA&#038;aw_0_azn.planguage=en-ca&#038;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&#038;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\" \/><meta itemprop=\"contentSize\" content=\"45.5\" \/><iframe src=\"https:\/\/player.blubrry.com\/?media_url=https%3A%2F%2Fmedia.blubrry.com%2Fdigital_marketing_honeypot%2Fmc.blubrry.com%2Fdigital_marketing_honeypot%2FHow_to_Create_Content_that_Generates_Demand.mp3%3FawCollectionId%3D1033945%26aw_0_azn.pgenre%3DBusiness%26aw_0_1st.ri%3Dblubrry%26aw_0_azn.pcountry%3DCA%26aw_0_azn.planguage%3Den-ca%26cat_exclude%3DIAB1-8%252CIAB1-9%252CIAB7-41%252CIAB8-5%252CIAB8-18%252CIAB11-4%252CIAB23%252CIAB24%252CIAB25%252CIAB26%26aw_0_cnt.rss%3Dhttps%253A%252F%252Fhoneypotmarketing.com%252Ffeed%252Fpodcast%252F&amp;modern=1&amp;podcast_link=https%3A%2F%2Fhoneypotmarketing.com%2Ffr%2Fcontent-marketing%2Fcreate-content-that-generates-demand%2F#mode-Dark&border-FFAD00&progress-FF9400\" scrolling=\"no\" width=\"100%\" height=\"165\" frameborder=\"0\" id=\"blubrryplayer-1\" class=\"blubrryplayer\" title=\"Lecteur de podcast Blubrry\"><\/iframe><\/div><p class=\"powerpress_links powerpress_links_comfeedpodcast\" style=\"margin-bottom: 1px !important;\">Podcast: <a href=\"https:\/\/media.blubrry.com\/digital_marketing_honeypot\/mc.blubrry.com\/digital_marketing_honeypot\/How_to_Create_Content_that_Generates_Demand.mp3?awCollectionId=1033945&amp;aw_0_azn.pgenre=Business&amp;aw_0_1st.ri=blubrry&amp;aw_0_azn.pcountry=CA&amp;aw_0_azn.planguage=en-ca&amp;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&amp;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\" class=\"powerpress_link_pinw\" target=\"_blank\" title=\"Jouer dans une nouvelle fen\u00eatre\" onclick=\"return powerpress_pinw('https:\/\/honeypotmarketing.com\/fr\/?powerpress_pinw=8303-podcast');\" rel=\"nofollow\">Jouer dans une nouvelle fen\u00eatre<\/a> | <a href=\"https:\/\/media.blubrry.com\/digital_marketing_honeypot\/mc.blubrry.com\/digital_marketing_honeypot\/How_to_Create_Content_that_Generates_Demand.mp3?awCollectionId=1033945&#038;aw_0_azn.pgenre=Business&#038;aw_0_1st.ri=blubrry&#038;aw_0_azn.pcountry=CA&#038;aw_0_azn.planguage=en-ca&#038;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&#038;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\" class=\"powerpress_link_d\" title=\"T\u00e9l\u00e9charger\" rel=\"nofollow\" download=\"How_to_Create_Content_that_Generates_Demand.mp3?awCollectionId=1033945&amp;#038;aw_0_azn.pgenre=Business&amp;#038;aw_0_1st.ri=blubrry&amp;#038;aw_0_azn.pcountry=CA&amp;#038;aw_0_azn.planguage=en-ca&amp;#038;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&amp;#038;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\">T\u00e9l\u00e9charger<\/a><\/p><p class=\"powerpress_links powerpress_subscribe_links\">S&#039;abonner: <a href=\"https:\/\/honeypotmarketing.com\/fr\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_rss\" target=\"_blank\" title=\"S&#039;abonner via RSS\" rel=\"nofollow\">RSS<\/a><\/p><p>Cette semaine, nous explorons les aimants \u00e0 prospects et comment cr\u00e9er du contenu qui g\u00e9n\u00e8re de la demande\u00a0! Nous partagerons quelques conseils et id\u00e9es utiles pour vous aider \u00e0 cr\u00e9er ce \u00ab\u00a0contenu convaincant\u00a0\u00bb toujours insaisissable dont les gens parlent toujours.<\/p>\n<p><a href=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/b34ix.jpg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-8319\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/b34ix.jpg\" alt=\"M\u00e8me de Liam Neeson sur les campagnes par e-mail.\" width=\"856\" height=\"480\" \/><\/a><a href=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/buy-me-maybe.jpeg\"><\/a><\/p>\n<p><span data-preserver-spaces=\"true\">Regardez la vid\u00e9o ou le podcast ci-dessus. Abonnez-vous \u00e0 notre diffusion hebdomadaire en direct sur Facebook ou emportez-le avec vous avec un podcast sur la plateforme de votre choix. Tenez-vous au courant des actualit\u00e9s, des tendances et des conseils en mati\u00e8re de marketing num\u00e9rique et participez \u00e0 la conversation.<\/span><\/p>\n<h2><span data-preserver-spaces=\"true\">Quoi de neuf?<\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">La mise \u00e0 jour iOS 1.4 d&#039;Apple a fait beaucoup parler d&#039;elle ces derniers temps, avec le potentiel de changer le paysage du marketing num\u00e9rique tel que nous le connaissons. Vous pouvez en savoir plus ci-dessous, ainsi que quelques nouvelles int\u00e9ressantes pour Pinterest et les canaux de messagerie !<\/span><\/p>\n<p><a target=\"_blank\" href=\"https:\/\/tinuiti.com\/blog\/data-privacy\/apple-ios-idfa-guide\/\" class=\"editor-rtfLink\" rel=\"noopener\"><strong><span data-preserver-spaces=\"true\">Qu&#039;est-ce qu&#039;un IDFA (et quel impact la mise \u00e0 jour iOS 14 d&#039;Apple aura-t-elle sur les annonceurs)\u00a0?<\/span><\/strong><\/a><span data-preserver-spaces=\"true\">\u00a0\u2013 Selon certaines informations, Apple a adopt\u00e9 une position strat\u00e9gique selon laquelle la confidentialit\u00e9 est un droit de l&#039;utilisateur et prend actuellement des mesures pour donner aux utilisateurs davantage de possibilit\u00e9s de refuser tout ciblage ou suivi. Ce changement devrait concerner l&#039;ensemble de la gamme de produits d&#039;Apple.<\/span><\/p>\n<p><a target=\"_blank\" href=\"https:\/\/www.adweek.com\/social-marketing\/pinterest-details-new-research-features-at-its-pinterest-presents-global-advertiser-summit\/\" class=\"editor-rtfLink\" rel=\"noopener\"><strong><span data-preserver-spaces=\"true\">Pinterest pr\u00e9sente de nouvelles recherches et des fonctionnalit\u00e9s lors de son sommet mondial des annonceurs Pinterest Presents<\/span><\/strong><\/a><span data-preserver-spaces=\"true\">\u00a0\u2013 La nouvelle solution de publicit\u00e9 vid\u00e9o Pinterest Premiere donne aux marques acc\u00e8s \u00e0 un placement exclusif sur le flux pour une cat\u00e9gorie, un groupe d\u00e9mographique ou un int\u00e9r\u00eat sp\u00e9cifique.<\/span><\/p>\n<p><a target=\"_blank\" href=\"https:\/\/marketingland.com\/how-messaging-channels-are-surging-and-becoming-critical-to-marketing-success-284269\" class=\"editor-rtfLink\" rel=\"noopener\"><strong><span data-preserver-spaces=\"true\">Comment les canaux de messagerie se d\u00e9veloppent et deviennent essentiels au succ\u00e8s du marketing<\/span><\/strong><\/a><span data-preserver-spaces=\"true\">\u00a0\u2013 De plus en plus de clients utilisent les canaux de messagerie pour interagir avec les marques et effectuer des achats. Cela se refl\u00e8te dans le nombre de nouveaux utilisateurs qui ont adopt\u00e9 un canal de messagerie au cours de l\u2019ann\u00e9e \u00e9coul\u00e9e.<\/span><\/p>\n<h2><span data-preserver-spaces=\"true\">Qu&#039;est-ce qui fonctionne ?<\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">Alors, comment cr\u00e9er du contenu qui g\u00e9n\u00e8re de la demande ? Je ne peux m\u00eame pas compter le nombre de fois o\u00f9 j&#039;ai entendu l&#039;expression \u00ab cr\u00e9er du contenu attrayant \u00bb.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">C&#039;est assez facile \u00e0 dire, mais qu&#039;est-ce que cela signifie et, plus important encore, parmi tout le contenu que vous voyez au quotidien, quelle quantit\u00e9 consid\u00e9rez-vous comme r\u00e9ellement convaincante ?<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Nous aimerions voir tout le monde cr\u00e9er du contenu de qualit\u00e9 qui soit attrayant pour son public cible, alors voyons comment nous proc\u00e9derions.<\/span><\/p>\n<p><a href=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/hpt-170-index.jpg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-8308\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/hpt-170-index.jpg\" alt=\"Image graphique de l&#039;index des sujets de marque Honeypot.\" width=\"986\" height=\"756\" \/><\/a><\/p>\n<h2><span data-preserver-spaces=\"true\">Achat de r\u00f4les<\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">Les r\u00f4les d&#039;achat font r\u00e9f\u00e9rence aux activit\u00e9s qu&#039;une ou plusieurs personnes peuvent effectuer dans le cadre d&#039;une d\u00e9cision d&#039;achat. On distingue six r\u00f4les d&#039;achat :<\/span><\/p>\n<ul>\n<li><strong><span data-preserver-spaces=\"true\">Influenceur<\/span><\/strong><span data-preserver-spaces=\"true\">\u00a0\u2013 une personne dont les opinions influencent les autres membres du centre d\u2019achat dans la prise de d\u00e9cision finale<\/span><\/li>\n<li><strong><span data-preserver-spaces=\"true\">D\u00e9cideur<\/span><\/strong><span data-preserver-spaces=\"true\">\u00a0\u2013 la personne qui d\u00e9termine en fin de compte une partie ou la totalit\u00e9 de la d\u00e9cision d\u2019achat : acheter, quoi acheter, comment acheter ou o\u00f9 acheter ;<\/span><\/li>\n<li><strong><span data-preserver-spaces=\"true\">Acheteur<\/span><\/strong><span data-preserver-spaces=\"true\">\u00a0\u2013 la personne qui s\u2019occupe des formalit\u00e9s administratives li\u00e9es \u00e0 l\u2019achat proprement dit<\/span><\/li>\n<li><strong><span data-preserver-spaces=\"true\">Utilisateur<\/span><\/strong><span data-preserver-spaces=\"true\">\u00a0\u2013 la personne qui consomme ou utilise le produit ou le service<\/span><\/li>\n<li><strong><span data-preserver-spaces=\"true\">Portier<\/span><\/strong><span data-preserver-spaces=\"true\">\u00a0\u2013 la personne qui contr\u00f4le l\u2019information ou l\u2019acc\u00e8s, ou les deux, aux d\u00e9cideurs et aux influenceurs.<\/span><\/li>\n<\/ul>\n<p><span data-preserver-spaces=\"true\">Lorsque vous essayez de cr\u00e9er du contenu qui g\u00e9n\u00e8re de la demande, vous devez comprendre ce que votre public cible trouve pr\u00e9cieux.<\/span><\/p>\n<blockquote><p><span data-preserver-spaces=\"true\">Vous ne souhaitez pas proposer de contenu g\u00e9n\u00e9rique.<\/span><\/p><\/blockquote>\n<p><span data-preserver-spaces=\"true\">Vous souhaitez du contenu cibl\u00e9 sur\u00a0:<\/span><\/p>\n<ul>\n<li><span data-preserver-spaces=\"true\">Une industrie sp\u00e9cifique.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Une fonction de travail.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Taille de l&#039;entreprise.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Un endroit pr\u00e9cis.<\/span><\/li>\n<\/ul>\n<p><a href=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/Honey.png\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-8309\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/Honey.png\" alt=\"Graphique de marque montrant les 5 r\u00f4les d&#039;achat\" width=\"1600\" height=\"1600\" \/><\/a><\/p>\n<h2><strong><span data-preserver-spaces=\"true\">\u00c9tapes d&#039;achat<\/span><\/strong><\/h2>\n<p><span data-preserver-spaces=\"true\">70-90% Le processus d&#039;achat se d\u00e9roulera avant m\u00eame de vous engager avec votre entreprise. R\u00e9fl\u00e9chissez-y.<\/span><\/p>\n<blockquote><p><span data-preserver-spaces=\"true\">De nombreuses entreprises ont tendance \u00e0 consacrer toute leur \u00e9nergie et leurs ressources \u00e0 la vente au lieu de cr\u00e9er du contenu qui g\u00e9n\u00e8re de la demande.<\/span><\/p><\/blockquote>\n<p><span data-preserver-spaces=\"true\">C&#039;est une erreur courante que nous faisons tous, car en tant qu&#039;entreprise, vous avez besoin de cette vente pour survivre. Cependant, il est essentiel de se rappeler que le consommateur passe par de nombreuses \u00e9tapes avant d&#039;acheter.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Si vous essayez de contourner ces \u00e9tapes, vous perdrez probablement la vente, et ce n\u2019est pas le r\u00e9sultat que vous souhaitez.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">\u00c0 chaque \u00e9tape de ce processus, le client va passer par un sch\u00e9ma de pens\u00e9e sp\u00e9cifique. Pour aider votre client \u00e0 conclure la vente, vous devez comprendre quels sont ses besoins \u00e0 chaque \u00e9tape.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Le contenu qu\u2019une personne trouve pertinent change \u00e0 mesure qu\u2019elle avance dans les \u00e9tapes d\u2019achat.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Par exemple:<\/span><\/p>\n<ul>\n<li><span data-preserver-spaces=\"true\">Les pi\u00e8ces \u00e9ducatives fonctionnent bien pendant les premi\u00e8res \u00e9tapes de sensibilisation.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Les \u00e9l\u00e9ments sp\u00e9cifiques \u00e0 un secteur fonctionnent bien au moment m\u00eame o\u00f9 les prospects commencent \u00e0 chercher une solution.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Les supports ax\u00e9s sur les solutions et centr\u00e9s sur l\u2019entreprise conviennent aux prospects engag\u00e9s dans un cycle d\u2019achat actif.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Suivre ces \u00e9tapes peut s&#039;av\u00e9rer extr\u00eamement utile si elles servent de cadre pour analyser la r\u00e9flexion de votre client, puis utiliser ce que vous avez appris en combinaison avec d&#039;autres efforts marketing.<\/span><\/li>\n<\/ul>\n<p><a href=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/Honey2.png\"><img decoding=\"async\" class=\"aligncenter wp-image-8310 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/Honey2-e1614968392134.png\" alt=\"Graphique de marque des 6 \u00e9tapes d&#039;achat.\" width=\"1600\" height=\"1256\" \/><\/a><\/p>\n<h2><b>Cartographie du contenu<\/b><\/h2>\n<p>Maintenant, vous souhaitez mapper vos processus et \u00e9tapes d\u2019achat \u00e0 votre contenu actuel pour voir o\u00f9 vous manquez des \u00e9l\u00e9ments cl\u00e9s de g\u00e9n\u00e9ration de demande.<\/p>\n<p>La cartographie de contenu est le processus consistant \u00e0 fournir le bon contenu, aux bonnes personnes, au bon moment.<\/p>\n<p>Vous pouvez commencer avec le contenu que vous poss\u00e9dez d\u00e9j\u00e0.<\/p>\n<p>Avec la cartographie de contenu, l\u2019objectif est de cibler le contenu en fonction de :<\/p>\n<ul>\n<li>Les caract\u00e9ristiques de la personne qui le consommera.<\/li>\n<li>\u00c0 quel point cette personne est proche de r\u00e9aliser un achat (sensibilisation, consid\u00e9ration, d\u00e9cision).<\/li>\n<\/ul>\n<p>N&#039;oubliez pas que les gens consomment le contenu diff\u00e9remment. La cartographie du contenu fait en sorte que votre site soit ax\u00e9 sur votre client, et non sur votre entreprise.<\/p>\n<p>Vos clients feront confiance \u00e0 votre entreprise parce que vous vous occupez d\u2019eux, de leurs besoins et de leurs questions. Vous comprenez et r\u00e9solvez leurs probl\u00e8mes. En retour, ils vous apporteront leur soutien, leur confiance et leur activit\u00e9.<\/p>\n<p>Voici quelques \u00e9tapes pour vous aider \u00e0 cartographier votre contenu\u00a0:<\/p>\n<ul>\n<li>Dressez la liste des sujets, des th\u00e8mes et des secteurs pertinents pour votre entreprise.<\/li>\n<li>Effectuez une analyse concurrentielle et comprenez comment vous vous situez par rapport \u00e0 vos concurrents dans les domaines de votre secteur.<\/li>\n<li>D\u00e9finir les personas.<\/li>\n<li>Auditez le contenu et \u00e9tiquetez-le par sujet, type de contenu, \u00e9tape du cycle de vente et personnage.<\/li>\n<li>Optimiser les pages existantes.<\/li>\n<li>Cr\u00e9ez un plan pour combler les lacunes de contenu.<\/li>\n<li>Mettez en \u0153uvre votre plan.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/content-mapping-steps.jpg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-8312\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/content-mapping-steps.jpg\" alt=\"Image graphique des 6 \u00e9tapes de la cartographie de contenu.\" width=\"782\" height=\"730\" \/><\/a><\/p>\n<h2><span data-preserver-spaces=\"true\">Chemins de conversion<\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">Un chemin de conversion est un processus par lequel un visiteur d\u2019un site Web devient un prospect connu.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Un chemin de conversion comprend une offre de contenu convaincante, un appel \u00e0 l&#039;action, une page de destination, une page de remerciement et un e-mail de suivi.<\/span><\/p>\n<ul>\n<li><strong><span data-preserver-spaces=\"true\">Appel \u00e0 l&#039;action<\/span><\/strong><span data-preserver-spaces=\"true\">\u00a0(CTA) : Il s&#039;agit du bouton sur lequel les lecteurs de blog et les visiteurs du site Web cliquent pour acc\u00e9der \u00e0 la ressource que vous proposez via cet aimant principal.<\/span><\/li>\n<li><strong><span data-preserver-spaces=\"true\">Page de destination<\/span><\/strong><span data-preserver-spaces=\"true\">:C&#039;est ici que votre aimant principal capture les informations fournies par le visiteur.<\/span><\/li>\n<li><strong><span data-preserver-spaces=\"true\">Merci, Page<\/span><\/strong><span data-preserver-spaces=\"true\">:Le visiteur est ensuite dirig\u00e9 vers une page o\u00f9 il peut t\u00e9l\u00e9charger votre ressource, l&#039;ajoutant ainsi officiellement \u00e0 votre liste de diffusion.<\/span><\/li>\n<li><strong><span data-preserver-spaces=\"true\">Courriel de suivi<\/span><\/strong><span data-preserver-spaces=\"true\">:Cet e-mail fait suite \u00e0 votre message de suivi adress\u00e9 au prospect peu de temps apr\u00e8s l&#039;\u00e9change.<\/span><\/li>\n<\/ul>\n<p><span data-preserver-spaces=\"true\">Pour les convertir en prospect, un visiteur voit votre offre de contenu convaincante qui l&#039;int\u00e9resse, clique sur le bouton d&#039;appel \u00e0 l&#039;action pour acc\u00e9der \u00e0 ce contenu, puis est redirig\u00e9 vers une page de destination.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Sur cette page de destination, le visiteur peut fournir ses informations dans un formulaire en \u00e9change d&#039;un acc\u00e8s \u00e0 l&#039;offre elle-m\u00eame. Apr\u00e8s avoir soumis le formulaire, le prospect est redirig\u00e9 vers une page de remerciement o\u00f9 il re\u00e7oit l&#039;offre.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Mais ce n&#039;est pas tout \u00e0 fait la fin du chemin. Vous souhaitez continuer \u00e0 entretenir cette piste, vous devrez donc envoyer un e-mail de suivi apr\u00e8s quelques jours \u00e0 une semaine pour continuer \u00e0 construire la relation.<\/span><\/p>\n<h2><strong><span data-preserver-spaces=\"true\">Types d&#039;aimants en plomb<\/span><\/strong><\/h2>\n<p><span data-preserver-spaces=\"true\">Les aimants principaux sont un moyen fabuleux de vous connecter directement avec votre public cible, mais offrent du contenu gratuit\u00a0!<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Vous souhaitez cr\u00e9er du contenu qui g\u00e9n\u00e8re de la demande. Cependant, proposer n&#039;importe quoi gratuitement ne fonctionnera pas. Vous devez attirer vos visiteurs avec quelque chose qu&#039;ils trouveront utile.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Avant de proposer un lead magnet, assurez-vous qu&#039;il r\u00e9pond \u00e0 ces crit\u00e8res :<\/span><\/p>\n<ul>\n<li><span data-preserver-spaces=\"true\">R\u00e9sout un vrai probl\u00e8me.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Offre des gains rapides.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Devient super sp\u00e9cifique.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Facile \u00e0 dig\u00e9rer.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Offre un haut degr\u00e9 de valeur per\u00e7ue.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Offre une gratification instantan\u00e9e.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">R\u00e9sout un probl\u00e8me.<\/span><\/li>\n<\/ul>\n<p><span data-preserver-spaces=\"true\">Voyons maintenant quelques types d\u2019aimants principaux que vous pourriez cr\u00e9er\u00a0:<\/span><\/p>\n<p><strong><span data-preserver-spaces=\"true\">Aimants p\u00e9dagogiques<\/span><\/strong><span data-preserver-spaces=\"true\">:Apprenez \u00e0 vos visiteurs quelque chose qu\u2019ils ne savent pas d\u00e9j\u00e0.<\/span><\/p>\n<p><strong><span data-preserver-spaces=\"true\">Aimants en plomb utiles<\/span><\/strong><span data-preserver-spaces=\"true\">:Fournir un didacticiel, une calculatrice ou un autre outil pour r\u00e9soudre un probl\u00e8me.<\/span><\/p>\n<p><strong><span data-preserver-spaces=\"true\">Aimants \u00e0 prospects pour la cr\u00e9ation de communaut\u00e9<\/span><\/strong><span data-preserver-spaces=\"true\">:Cr\u00e9ez un moyen pour votre public de cr\u00e9er une communaut\u00e9 bas\u00e9e sur les points communs.<\/span><\/p>\n<p><strong><span data-preserver-spaces=\"true\">Des aimants \u00e0 prospects divertissants<\/span><\/strong><span data-preserver-spaces=\"true\">:Inspirez ou divertissez votre public.<\/span><\/p>\n<p><strong><span data-preserver-spaces=\"true\">Aimants en plomb au fond de l&#039;entonnoir<\/span><\/strong><span data-preserver-spaces=\"true\">:Faites passer le visiteur du statut de prospect \u00e0 celui de client.<\/span><\/p>\n<h2><span data-preserver-spaces=\"true\">Exemple d&#039;aimant principal #1\u00a0: liste de contr\u00f4le<\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">Qui n&#039;aime pas les listes ? Oui, j&#039;adore les listes. Elles constituent un moyen id\u00e9al de pr\u00e9senter des informations de mani\u00e8re concise et ordonn\u00e9e.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Les articles de blog p\u00e9dagogiques n&#039;attendent que d&#039;\u00eatre transform\u00e9s en listes de contr\u00f4le. Prenez votre article de blog et simplifiez-le en une s\u00e9rie de puces. Divisez la liste en plusieurs \u00e9tapes num\u00e9rot\u00e9es pour rendre le r\u00e9sultat plus atteignable.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Ils sont utiles, donc le public est plus susceptible de les t\u00e9l\u00e9charger, et il est facile de les promouvoir \u00e0 la fin des articles de blog pour obtenir des clics et des t\u00e9l\u00e9chargements.<\/span><\/p>\n<p><a href=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/lead-magnet-checklist.jpg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-8305\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/lead-magnet-checklist.jpg\" alt=\"Exemple de liste de contr\u00f4le d&#039;un aimant principal.\" width=\"894\" height=\"738\" \/><\/a><\/p>\n<h2><strong><span data-preserver-spaces=\"true\">Exemple d&#039;aimant principal #2 : Calculatrice<\/span><\/strong><\/h2>\n<p><span data-preserver-spaces=\"true\">Le contenu interactif suscite beaucoup d&#039;int\u00e9r\u00eat de nos jours, et pour une bonne raison. Il est engageant, \u00e9ducatif et souvent divertissant !<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Les calculatrices sont un excellent aimant interactif pour la g\u00e9n\u00e9ration de prospects et un excellent moyen d&#039;ajouter de la valeur \u00e0 vos prospects en \u00e9change de leurs coordonn\u00e9es.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Ils peuvent aider les utilisateurs \u00e0 r\u00e9soudre des \u00e9quations complexes et \u00e0 \u00e9valuer leur position dans un sc\u00e9nario particulier.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Plus les gens trouvent votre calculatrice utile, plus ils sont susceptibles de la partager. Ils sont \u00e9galement plus susceptibles d&#039;y revenir et de cr\u00e9er un lien vers elle, et toutes ces actions aident votre entreprise.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Si vous souhaitez vraiment augmenter ce taux de conversion (et, bien s\u00fbr, vous le souhaitez), essayez d\u2019ajouter un \u00ab Benchmark \u00bb afin que les utilisateurs puissent voir comment leurs r\u00e9sultats se comparent \u00e0 ceux des autres.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Les gens veulent toujours savoir comment ils se comparent aux autres, il est donc fort probable qu\u2019ils remplissent le formulaire pour le savoir.<\/span><\/p>\n<p><a href=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/EmailMarketingCalculator.jpg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-8306\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/EmailMarketingCalculator.jpg\" alt=\"Exemple de calculateur d&#039;aimant principal.\" width=\"1200\" height=\"1151\" \/><\/a><\/p>\n<p><span data-preserver-spaces=\"true\">Les calculatrices en ligne offrent de nombreux avantages\u00a0:<\/span><\/p>\n<ul>\n<li><span data-preserver-spaces=\"true\">Ils g\u00e9n\u00e8rent des leads.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Peut qualifier les prospects en fonction de la mani\u00e8re dont les gens remplissent le formulaire.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Augmentez le temps pass\u00e9 sur la page et les taux d&#039;engagement.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">R\u00e9duisez les taux de rebond.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Offrez \u00e0 vos utilisateurs des informations exploitables, introuvables ailleurs.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Vous offre un moyen de personnaliser le contenu en fonction de ce que les gens saisissent dans le formulaire.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Peut attirer des liens et du trafic provenant de sites pertinents.<\/span><\/li>\n<\/ul>\n<h2><span data-preserver-spaces=\"true\">Exemple de Lead Magnet #3 : Guide des ressources<\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">Un guide de ressources est une collection d\u2019\u00e9l\u00e9ments recommand\u00e9s que votre public cible peut obtenir pour obtenir de meilleurs r\u00e9sultats.<\/span><\/p>\n<blockquote><p><span data-preserver-spaces=\"true\">Quelles ressources pourriez-vous recommander \u00e0 un client potentiel qui l\u2019aideraient \u00e0 obtenir de meilleurs r\u00e9sultats ?<\/span><\/p><\/blockquote>\n<p><span data-preserver-spaces=\"true\">Si vous avez d\u00e9j\u00e0 r\u00e9dig\u00e9 un article de blog strat\u00e9gique, pensez \u00e0 proposer un guide de ressources comme aimant \u00e0 prospects. Il peut s&#039;agir simplement d&#039;une liste de livres, d&#039;applications, de sites Web ou de produits physiques que vous recommandez.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Les guides de ressources sont des aimants \u00e0 prospects efficaces, car les gens aiment acheter quelque chose qui les aidera \u00e0 obtenir de bons r\u00e9sultats.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Il est plus facile d\u2019utiliser un outil utile pour obtenir des r\u00e9sultats, et votre public l\u2019appr\u00e9ciera.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Ces types d&#039;aimants principaux sont efficaces car :<\/span><\/p>\n<ul>\n<li><span data-preserver-spaces=\"true\">Ils ciblent un march\u00e9 et un public sp\u00e9cifiques.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Les gens peuvent acqu\u00e9rir ces outils instantan\u00e9ment, ce qui procure une gratification imm\u00e9diate.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Cela aide le public \u00e0 croire qu\u2019il peut obtenir de meilleurs r\u00e9sultats.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Sa valeur est \u00e9lev\u00e9e car une source fiable recommande les outils.<\/span><\/li>\n<\/ul>\n<p><a href=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/lead-magnet-resource-guide.jpg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-8307\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/lead-magnet-resource-guide.jpg\" alt=\"Exemple d&#039;un guide de ressources \u00e0 aimant principal.\" width=\"561\" height=\"741\" \/><\/a><\/p>\n<h2>Exemple d&#039;aimant principal #4\u00a0: infographie<\/h2>\n<p>Les infographies sont des repr\u00e9sentations visuelles de donn\u00e9es et d\u2019informations qui visent \u00e0 pr\u00e9senter des informations avec pr\u00e9cision et clart\u00e9.<\/p>\n<p>Ils constituent un moyen pratique de pr\u00e9senter des informations que les utilisateurs trouvent utiles, de transmettre un monde de sens en un coup d&#039;\u0153il et de rendre un contenu complexe compr\u00e9hensible et num\u00e9risable.<\/p>\n<p>Ils sont \u00e9galement faciles \u00e0 suivre et \u00e0 analyser et peuvent vous aider \u00e0 am\u00e9liorer votre r\u00e9f\u00e9rencement.<\/p>\n<p>Nous parlons beaucoup des infographies car nous les aimons et c&#039;est une fa\u00e7on amusante de cr\u00e9er du contenu qui g\u00e9n\u00e8re de la demande ! Vous pouvez en savoir plus sur ces blogs :<\/p>\n<p><a href=\"https:\/\/honeypotmarketing.com\/fr\/comment-reutiliser-le-contenu\/\" target=\"_blank\" rel=\"noopener nofollow\"><strong>Comment cr\u00e9er des machines de marketing de contenu efficaces<\/strong><\/a><\/p>\n<p><a href=\"https:\/\/honeypotmarketing.com\/fr\/marketing-de-contenu-visuel\/\" target=\"_blank\" rel=\"noopener nofollow\"><strong>Comment cr\u00e9er une strat\u00e9gie de marketing de contenu visuel<\/strong><\/a><\/p>\n<p><a href=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/infographic-example.jpg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-8313\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/infographic-example.jpg\" alt=\"Exemple d&#039;infographie p\u00e9dagogique sur l&#039;utilisation de la grammaire.\" width=\"1067\" height=\"757\" \/><\/a><\/p>\n<h2><span data-preserver-spaces=\"true\">Exemple d&#039;aimant principal #5\u00a0: livres \u00e9lectroniques<\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">Lorsque vous lisez des articles sur les meilleures fa\u00e7ons de g\u00e9n\u00e9rer des prospects pour votre entreprise, la cr\u00e9ation d&#039;un livre \u00e9lectronique est toujours en t\u00eate de liste. Les livres \u00e9lectroniques suscitent l&#039;int\u00e9r\u00eat des prospects pour votre entreprise.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Ils offrent une certaine commodit\u00e9 car les gens peuvent lire des livres \u00e9lectroniques sur leurs tablettes, ordinateurs portables ou liseuses, selon leurs pr\u00e9f\u00e9rences.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Les livres \u00e9lectroniques sont un excellent moyen de mettre du contenu entre les mains de vos visiteurs sans avoir \u00e0 imprimer et exp\u00e9dier des copies physiques des livres, et la g\u00e9n\u00e9ration de leads \u00e0 l&#039;aide de livres \u00e9lectroniques est un moyen \u00e9prouv\u00e9 de cr\u00e9er votre liste de diffusion.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Un livre \u00e9lectronique vous permet d&#039;attirer des personnes qui recherchent sp\u00e9cifiquement le type d&#039;informations contenues dans votre livre \u00e9lectronique. Vous devenez une autorit\u00e9 sur le sujet et votre marque gagne en cr\u00e9dibilit\u00e9.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Les livres \u00e9lectroniques augmentent \u00e9galement leur visibilit\u00e9 car ils peuvent se pr\u00e9senter sous la forme facilement partageable d&#039;un PDF.<\/span><\/p>\n<p><a href=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/ebook-example.jpg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-8314\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/ebook-example.jpg\" alt=\"Exemple d&#039;un ebook de Microsoft.\" width=\"770\" height=\"718\" \/><\/a><\/p>\n<h2><span data-preserver-spaces=\"true\">C&#039;est fini<\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">Comme toujours, merci beaucoup de votre lecture, et nous esp\u00e9rons que vous avez trouv\u00e9 ici du contenu pour vous aider dans votre parcours de cr\u00e9ation de contenu qui g\u00e9n\u00e8re de la demande\u00a0!<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Si vous avez des questions, des commentaires ou des anecdotes \u00e0 partager, n&#039;h\u00e9sitez pas \u00e0 nous en faire part dans les commentaires ci-dessous ou \u00e0 nous contacter sur nos r\u00e9seaux sociaux. \u00c0 la prochaine.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Que la force soit avec toi.<\/span><\/p>\n<p><a href=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/horizontal-logo-1.png\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-7256\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/horizontal-logo-1.png\" alt=\"abeille pot de miel\" width=\"41\" height=\"49\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div><strong>Pinterest pr\u00e9sente de nouvelles recherches et des fonctionnalit\u00e9s lors de son sommet mondial des annonceurs Pinterest Presents<\/strong><br \/>\n<a rel=\"nofollow\" href=\"https:\/\/hny.pt\/pinterest-new-features\">https:\/\/hny.pt\/pinterest-new-features<\/a><\/div>\n<p>Google promet qu&#039;il ne continuera pas \u00e0 vous suivre apr\u00e8s avoir remplac\u00e9 les cookies<\/p>\n<div>\n<p><a rel=\"nofollow\" href=\"https:\/\/hny.pt\/google-privacy-replacing-third-party-cookies\">https:\/\/hny.pt\/google-privacy-replacing-third-party-cookies<\/a><\/p>\n<p><strong>Qu&#039;est-ce qu&#039;un IDFA (et quel impact la mise \u00e0 jour iOS 14 d&#039;Apple aura-t-elle sur les annonceurs)\u00a0?<br \/>\n<\/strong><a rel=\"nofollow\" href=\"https:\/\/hny.pt\/apple-ios-idfa-guide\">https:\/\/hny.pt\/apple-ios-idfa-guide<\/a><\/p>\n<p><strong>Comment les canaux de messagerie se d\u00e9veloppent et deviennent essentiels au succ\u00e8s du marketing<br \/>\n<\/strong><a rel=\"nofollow\" href=\"https:\/\/hny.pt\/messaging-channels-surging\">https:\/\/hny.pt\/messaging-channels-surging<\/a><\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Cette semaine, nous explorons les aimants \u00e0 prospects et comment cr\u00e9er du contenu qui g\u00e9n\u00e8re de la demande\u00a0! Nous partagerons d&#039;excellents conseils et id\u00e9es pour vous aider \u00e0 cr\u00e9er ce \u00ab\u00a0contenu convaincant\u00a0\u00bb toujours insaisissable dont les gens parlent toujours. Regardez la vid\u00e9o ou le podcast ci-dessus. Abonnez-vous \u00e0 notre diffusion en direct hebdomadaire sur Facebook ou suivez-la sur le\u2026<\/p>","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"_uag_custom_page_level_css":"","_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[55],"tags":[167,89,93,49,227,123,70,90,284],"class_list":["post-8303","post","type-post","status-publish","format-standard","hentry","category-content-marketing","tag-content-strategy","tag-digital-marketing","tag-digital-marketing-strategy","tag-how-to","tag-lead-magnet","tag-marketing","tag-marketing-strategy","tag-marketing-tips","tag-small-business"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.8 - aioseo.com -->\n\t<meta name=\"description\" content=\"This week we&#039;re exploring lead magnets and how to create content that generates demand! We&#039;ll be sharing some great tips and insights to help you craft that ever-elusive &quot;compelling content&quot; people are always talking about. Check out the video or podcast above. Subscribe to our weekly live stream on Facebook, or take it on the\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"author\" content=\"Dan Nedelko\"\/>\n\t<link rel=\"canonical\" href=\"https:\/\/honeypotmarketing.com\/fr\/content-marketing\/create-content-that-generates-demand\/\" \/>\n\t<meta name=\"generator\" content=\"All in One SEO Pro (AIOSEO) 4.9.8\" \/>\n\t\t<meta property=\"og:locale\" content=\"fr_CA\" \/>\n\t\t<meta property=\"og:site_name\" content=\"Digital Marketing for Growing Businesses by Honeypot Marketing - All Marketing is Digital. We specialize in B2B, ABM, MarTech, AdTech and Growing Businesses through Technology.\" \/>\n\t\t<meta property=\"og:type\" content=\"article\" \/>\n\t\t<meta property=\"og:title\" content=\"How to Create Content that Generates Demand\" \/>\n\t\t<meta property=\"og:description\" content=\"This week we&#039;re exploring lead magnets and how to create content that generates demand! We&#039;ll be sharing some great tips and insights to help you craft that ever-elusive &quot;compelling content&quot; people are always talking about. Check out the video or podcast above. 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Subscribe to our weekly live stream on Facebook, or take it on the...","_links":{"self":[{"href":"https:\/\/honeypotmarketing.com\/fr\/wp-json\/wp\/v2\/posts\/8303","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/honeypotmarketing.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/honeypotmarketing.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/honeypotmarketing.com\/fr\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/honeypotmarketing.com\/fr\/wp-json\/wp\/v2\/comments?post=8303"}],"version-history":[{"count":0,"href":"https:\/\/honeypotmarketing.com\/fr\/wp-json\/wp\/v2\/posts\/8303\/revisions"}],"wp:attachment":[{"href":"https:\/\/honeypotmarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=8303"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/honeypotmarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=8303"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/honeypotmarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=8303"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}