{"id":23946444,"date":"2025-06-09T10:26:00","date_gmt":"2025-06-09T08:26:00","guid":{"rendered":"https:\/\/contentcrea.com\/concepts-du-marketing-de-contenu\/les-personas\/"},"modified":"2025-09-08T20:22:24","modified_gmt":"2025-09-08T18:22:24","slug":"les-personas","status":"publish","type":"page","link":"https:\/\/contentcrea.com\/fr\/concepts-du-marketing-de-contenu\/les-personas\/","title":{"rendered":"Les personas"},"content":{"rendered":"<p>[et_pb_section fb_built=\u00a0\u00bb1&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb20px||||false|false\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bb#ffffff\u00a0\u00bb z_index=\u00a0\u00bb100&Prime; width=\u00a0\u00bb94%\u00a0\u00bb width_last_edited=\u00a0\u00bboff|desktop\u00a0\u00bb custom_margin=\u00a0\u00bb||||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb15px|2%|10px|2%|false|true\u00a0\u00bb sticky_position=\u00a0\u00bbtop\u00a0\u00bb sticky_offset_top=\u00a0\u00bb90px\u00a0\u00bb sticky_limit_bottom=\u00a0\u00bbsection\u00a0\u00bb sticky_position_tablet=\u00a0\u00bbnone\u00a0\u00bb sticky_position_phone=\u00a0\u00bbnone\u00a0\u00bb sticky_position_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb border_radii=\u00a0\u00bbon|5px|5px|5px|5px\u00a0\u00bb border_color_all=\u00a0\u00bb#3776FF\u00a0\u00bb saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb border_radii__sticky_enabled=\u00a0\u00bboff|desktop\u00a0\u00bb border_width_all__sticky_enabled=\u00a0\u00bbon|sticky\u00a0\u00bb border_width_all__sticky=\u00a0\u00bb1px\u00a0\u00bb width__sticky_enabled=\u00a0\u00bbon|sticky\u00a0\u00bb width__sticky=\u00a0\u00bb50%\u00a0\u00bb custom_margin__sticky_enabled=\u00a0\u00bboff|sticky\u00a0\u00bb custom_margin__sticky=\u00a0\u00bb||||false|false\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][dipi_breadcrumbs hide_home=\u00a0\u00bbon\u00a0\u00bb bc_post_type=\u00a0\u00bbpage\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb items_text_color=\u00a0\u00bb#3776FF\u00a0\u00bb active_text_color=\u00a0\u00bb#00E4FF\u00a0\u00bb sticky_limit_bottom=\u00a0\u00bbsection\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb items_text_color__hover_enabled=\u00a0\u00bbon|desktop\u00a0\u00bb items_text_color__hover=\u00a0\u00bb#00E4FF\u00a0\u00bb][\/dipi_breadcrumbs][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb90%\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _dynamic_attributes=\u00a0\u00bbcontent\u00a0\u00bb _module_preset=\u00a0\u00bbb5a9be20-0b81-41b5-a2b8-1c909bbd8d47&Prime; custom_margin=\u00a0\u00bb||0px||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF90aXRsZSIsInNldHRpbmdzIjp7ImJlZm9yZSI6IjxIMT4iLCJhZnRlciI6IjwvaDE+IiwiZW5hYmxlX2h0bWwiOiJvZmYifX0=@[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb custom_margin=\u00a0\u00bb||||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]Pourquoi c&rsquo;est important ?[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00a0\u00bb2_3,1_3&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb90%\u00a0\u00bb custom_margin=\u00a0\u00bb||50px||false|false\u00a0\u00bb custom_css_main_element=\u00a0\u00bbalign-items:center;\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb2_3&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbb5a9be20-0b81-41b5-a2b8-1c909bbd8d47&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p>Quand on prend la parole, que ce soit dans la vraie vie ou sur internet, il y a une r\u00e8gle simple : <strong>mieux on conna\u00eet la personne \u00e0 qui l\u2019on s\u2019adresse, plus notre message a de l\u2019impact<\/strong>. En marketing de contenu, cette r\u00e8gle est fondamentale. Publier des articles, des posts, des newsletters, c\u2019est bien, mais le faire en s\u2019adressant aux bonnes personnes, avec les bons mots, c\u2019est encore mieux ! C\u2019est l\u00e0 qu\u2019interviennent les personas.   <\/p>\n<h2>Qu&rsquo;est ce qu&rsquo;un persona?<\/h2>\n<p>Un persona (personas au pluriel) <strong>est un portrait fictif mais r\u00e9aliste d\u2019un ou plusieurs clients types<\/strong>. On l\u2019imagine \u00e0 partir de donn\u00e9es concr\u00e8tes, en lui donnant un pr\u00e9nom, un \u00e2ge, une profession, une personnalit\u00e9, des motivations, des objectifs, des habitudes, des pr\u00e9occupations\u2026 Il ne s\u2019agit pas d\u2019une v\u00e9ritable personne, mais plut\u00f4t la synth\u00e8se repr\u00e9sentative d\u2019un groupe de personnes ayant des comportements ou des besoins similaires.  <\/p>\n<p>Tel un profiler, le but de ce portrait est d\u2019<strong>entrer dans la t\u00eate de votre cible<\/strong>, de comprendre qui elle est vraiment. Un persona bien d\u00e9fini permet d\u2019\u00e9crire comme si on s\u2019adressait \u00e0 une personne bien r\u00e9elle. <\/p>\n<h2>Pourquoi cr\u00e9er des personas ?<\/h2>\n<p>Cr\u00e9er des personas peut sembler abstrait, surtout au d\u00e9but, mais c\u2019est en r\u00e9alit\u00e9 u<strong>ne boussole pr\u00e9cieuse pour orienter sa strat\u00e9gie de contenu<\/strong>. Voici les principales raisons : <\/p>\n<h3>Mieux cibler son audience<\/h3>\n<p>Avec un persona marketing, on ne parle plus \u00e0 \u00ab tout le monde \u00bb mais \u00e0 quelqu\u2019un de pr\u00e9cis. Cela permet de mieux choisir les sujets, les mots, les formats. <\/p>\n<h3>Am\u00e9liorer la pertinence du contenu<\/h3>\n<p><strong>D\u00e9finir un persona aide \u00e0 se poser les bonnes questions<\/strong> :<\/p>\n<ul>\n<li>Qu\u2019est-ce que cette personne cherche vraiment ?<\/li>\n<li>Quel probl\u00e8me essaie-t-elle de r\u00e9soudre ?<\/li>\n<li>Quels formats pr\u00e9f\u00e8re-t-elle (vid\u00e9o, article, infographie) ?<\/li>\n<li>Quel ton faut-il adopter (professionnel, d\u00e9tendu, inspirant) ?<\/li>\n<\/ul>\n<h3>Gagner en efficacit\u00e9<\/h3>\n<p>Cr\u00e9er du contenu demande du temps. <strong>Les personas aident \u00e0 concentrer vos efforts l\u00e0 o\u00f9 c\u2019est essentiel<\/strong>. Ils permettent de prioriser ce qui compte vraiment pour votre cible, et donc de produire moins de contenus, mais plus efficaces. <\/p>\n<h3>Favoriser l\u2019engagement<\/h3>\n<p><strong>Un contenu bien cibl\u00e9 est un contenu plus lu, plus appr\u00e9ci\u00e9 et plus partag\u00e9<\/strong>. Il r\u00e9sonne avec les lecteurs, car ils sentent bien qu\u2019on s\u2019adresse directement \u00e0 eux. <\/p>\n<h2>Les erreurs \u00e0 \u00e9viter<\/h2>\n<p>Certains pi\u00e8ges sont courants quand on d\u00e9bute avec les personas :<\/p>\n<ul>\n<li><strong>Trop de personas<\/strong> : Avoir 10 profils diff\u00e9rents, c\u2019est souvent inutile (et difficilement g\u00e9rable). Mieux vaut commencer avec 1 \u00e0 3 personas cl\u00e9s, qui couvrent l\u2019essentiel de votre audience. <\/li>\n<li><strong>Des personas vagues<\/strong> : Des profils trop g\u00e9n\u00e9riques ne servent \u00e0 rien. Il faut \u00eatre pr\u00e9cis et concret. <\/li>\n<li><strong>Trop de suppositions<\/strong> : Une persona n\u2019est pas un personnage invent\u00e9 au hasard. Il doit reposer sur des observations, des \u00e9changes avec vos clients, des donn\u00e9es r\u00e9elles. <\/li>\n<li><strong>Pas d&rsquo;\u00e9volution<\/strong> : Votre audience \u00e9volue, vos offres aussi. Une persona n\u2019est jamais fig\u00e9e, elle doit \u00eatre ajust\u00e9e au fil du temps. <\/li>\n<\/ul>\n<h2>Conclusion<\/h2>\n<p><strong>Les personas sont essentiels pour produire du contenu qui parle vraiment \u00e0 votre audience<\/strong>. Ils permettent de sortir du flou, de mieux comprendre les besoins de vos clients et\/ou prospects, et d\u2019adapter vos messages avec justesse. <\/p>\n<p><strong>ContentCrea g\u00e9n\u00e8re automatiquement des personas adapt\u00e9s \u00e0 votre activit\u00e9 lors de l\u2019onboarding, vous permettant de d\u00e9marrer plus rapidement<\/strong>. Ces profils sont enti\u00e8rement personnalisables et peuvent \u00eatre mis \u00e0 jour \u00e0 tout moment pour refl\u00e9ter l\u2019\u00e9volution de votre audience. Bien entendu, si vous \u00eates d\u00e9j\u00e0 un expert et avez d\u00e9fini vos personas, vous pouvez les importer directement dans la plateforme !  <\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_3&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bb1e84f618-3f1f-44f4-aef9-de06078664a6&Prime; custom_margin_tablet=\u00a0\u00bb40px||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h2>Plus vous connaissez votre audience, plus votre message aura d&rsquo;impact.<\/h2>\n<p>Les personas garantissent que chaque contenu parle r\u00e9ellement \u00e0 votre audience.[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb90%\u00a0\u00bb width_tablet=\u00a0\u00bb90%\u00a0\u00bb width_phone=\u00a0\u00bb90%\u00a0\u00bb width_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_2_font=\u00a0\u00bb|700||||on|||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#8F42EC\u00a0\u00bb header_2_font_size=\u00a0\u00bb24px\u00a0\u00bb header_2_letter_spacing=\u00a0\u00bb3px\u00a0\u00bb custom_margin=\u00a0\u00bb||0px||false|false\u00a0\u00bb header_2_font_size_tablet=\u00a0\u00bb22px\u00a0\u00bb header_2_font_size_phone=\u00a0\u00bb22px\u00a0\u00bb header_2_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb header_2_line_height_tablet=\u00a0\u00bb\u00a0\u00bb header_2_line_height_phone=\u00a0\u00bb1.2em\u00a0\u00bb header_2_line_height_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h2 style=\"text-align: center;\">Autres concepts du marketing de contenu \u00e0 explorer<\/h2>\n<p>[\/et_pb_text][dipi_blog_slider select_post_type=\u00a0\u00bbpage\u00a0\u00bb select_custom_tax=\u00a0\u00bbdipi_cpt_category\u00a0\u00bb include_term_ids_of_dipi_cpt_category=\u00a0\u00bbcurrent\u00a0\u00bb show_thumbnail=\u00a0\u00bboff\u00a0\u00bb handle_shortcode_without_rawhtml=\u00a0\u00bbstripe\u00a0\u00bb orderby=\u00a0\u00bbdate_asc\u00a0\u00bb show_author=\u00a0\u00bboff\u00a0\u00bb show_date=\u00a0\u00bboff\u00a0\u00bb show_categories=\u00a0\u00bboff\u00a0\u00bb space_between=\u00a0\u00bb40&Prime; loop=\u00a0\u00bbon\u00a0\u00bb autoplay=\u00a0\u00bbon\u00a0\u00bb autoplay_speed=\u00a0\u00bb2000&Prime; navigation_position_right=\u00a0\u00bb-25px\u00a0\u00bb item_bg_color=\u00a0\u00bb#3776FF\u00a0\u00bb navigation_position_left_phone=\u00a0\u00bb-25px\u00a0\u00bb navigation_position_left_last_edited=\u00a0\u00bboff|desktop\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_level=\u00a0\u00bbh4&Prime; header_text_color=\u00a0\u00bb#F9F9F9&Prime; body_font_size=\u00a0\u00bb16px\u00a0\u00bb width_tablet=\u00a0\u00bb\u00a0\u00bb width_phone=\u00a0\u00bb\u00a0\u00bb width_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb header_text_align_tablet=\u00a0\u00bb\u00a0\u00bb header_text_align_phone=\u00a0\u00bbcenter\u00a0\u00bb header_text_align_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb header_font_size_tablet=\u00a0\u00bb\u00a0\u00bb header_font_size_phone=\u00a0\u00bb20px\u00a0\u00bb header_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb custom_css_title=\u00a0\u00bbpadding-top:20px\u00a0\u00bb custom_css_content=\u00a0\u00bbdisplay:none;\u00a0\u00bb border_radii_item=\u00a0\u00bbon|5px|5px|5px|5px\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/dipi_blog_slider][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p><div class=\"et_pb_module dipi_breadcrumbs dipi_breadcrumbs_0\">\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t<div class=\"et_pb_module_inner\">\n\t\t\t\t\t<div class=\"dipi-breadcrumbs dipi-bc-left\">\n                <ul >\n                    \n                                                \n                <\/ul>\n            <\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>Pourquoi c&rsquo;est important ?Quand on prend la parole, que ce soit dans la vraie vie ou sur internet, il y a une r\u00e8gle simple : mieux on conna\u00eet la personne \u00e0 qui l\u2019on s\u2019adresse, plus notre message a de l\u2019impact. En marketing de contenu, cette [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":239145,"parent":23946337,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"Cr\u00e9ez des personas marketing efficaces avec ContentCrea \u2014 identifiez les segments d'audience, les besoins et les comportements pour \u00e9laborer des strat\u00e9gies de contenu cibl\u00e9es et \u00e0 fort impact.","_seopress_robots_index":"","_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"dipi_cpt_category":[57],"class_list":["post-23946444","page","type-page","status-publish","has-post-thumbnail","hentry","dipi_cpt_category-concepts-fr"],"_links":{"self":[{"href":"https:\/\/contentcrea.com\/fr\/wp-json\/wp\/v2\/pages\/23946444","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/contentcrea.com\/fr\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/contentcrea.com\/fr\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/contentcrea.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/contentcrea.com\/fr\/wp-json\/wp\/v2\/comments?post=23946444"}],"version-history":[{"count":0,"href":"https:\/\/contentcrea.com\/fr\/wp-json\/wp\/v2\/pages\/23946444\/revisions"}],"up":[{"embeddable":true,"href":"https:\/\/contentcrea.com\/fr\/wp-json\/wp\/v2\/pages\/23946337"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/contentcrea.com\/fr\/wp-json\/wp\/v2\/media\/239145"}],"wp:attachment":[{"href":"https:\/\/contentcrea.com\/fr\/wp-json\/wp\/v2\/media?parent=23946444"}],"wp:term":[{"taxonomy":"dipi_cpt_category","embeddable":true,"href":"https:\/\/contentcrea.com\/fr\/wp-json\/wp\/v2\/dipi_cpt_category?post=23946444"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}