{"id":23946452,"date":"2025-06-09T10:49:33","date_gmt":"2025-06-09T08:49:33","guid":{"rendered":"https:\/\/contentcrea.com\/concepts-du-marketing-de-contenu\/les-etapes-du-tunnel-de-conversion\/"},"modified":"2025-06-09T10:49:35","modified_gmt":"2025-06-09T08:49:35","slug":"les-etapes-du-tunnel-de-conversion","status":"publish","type":"page","link":"https:\/\/contentcrea.com\/fr\/concepts-du-marketing-de-contenu\/les-etapes-du-tunnel-de-conversion\/","title":{"rendered":"Les \u00e9tapes du tunnel de conversion"},"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 global_module=\u00a0\u00bb23945795&Prime; 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]positionner vos contenus au bon moment du parcours client[\/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>Le marketing de contenu ne consiste pas seulement \u00e0 produire de l\u2019information : <strong>il s\u2019agit de d\u00e9livrer le bon contenu, \u00e0 la bonne personne, au bon moment<\/strong>. C\u2019est exactement le r\u00f4le du tunnel de conversion, aussi appel\u00e9 marketing funnel.. <\/p>\n<h2>Qu\u2019est-ce qu\u2019un tunnel de marketing ?<\/h2>\n<p><strong>Le marketing funnel (ou entonnoir de conversion) est un mod\u00e8le<\/strong> qui d\u00e9crit le parcours que suit un client potentiel depuis sa premi\u00e8re interaction avec une marque jusqu&rsquo;\u00e0 l\u2019achat \u2013 et parfois au-del\u00e0.<\/p>\n<p>Il s\u2019agit d\u2019un outil strat\u00e9gique qui aide \u00e0 comprendre comment attirer, convertir et fid\u00e9liser des clients, et \u00e0 adapter les contenus \u00e0 leur niveau de maturit\u00e9.<\/p>\n<h2>Les \u00e9tapes du tunnel de conversion<\/h2>\n<p>Autrefois lin\u00e9aire (mod\u00e8le AIDA : Attention, Int\u00e9r\u00eat, D\u00e9sir, Action), le tunnel est aujourd\u2019hui plus fluide et moins s\u00e9quentiel. Les clients peuvent entrer \u00e0 diff\u00e9rents niveaux, \u00eatre influenc\u00e9s par leurs pairs, et suivre des parcours vari\u00e9s. <\/p>\n<p>Voici ses grandes \u00e9tapes, dans une logique plus moderne et circulaire :<\/p>\n<ul>\n<li><strong>D\u00e9couverte <\/strong>(Awareness) : le prospect ne vous conna\u00eet pas encore. Il cherche des r\u00e9ponses \u00e0 un probl\u00e8me ou explore un sujet. <\/li>\n<li><strong>Consid\u00e9ration <\/strong>(Consideration) : il commence \u00e0 identifier des solutions. Il compare, s\u2019informe, cherche \u00e0 comprendre ce qui vous diff\u00e9rencie. <\/li>\n<li><strong>D\u00e9cision \/ Engagement<\/strong> (Decision) : il est pr\u00eat \u00e0 agir. Il a besoin d\u2019\u00eatre convaincu de la valeur de votre offre. <\/li>\n<li><strong>Fid\u00e9lisation \/ Recommandation<\/strong> (Loyalty) : une fois client, il faut continuer \u00e0 le nourrir, le satisfaire, voire l\u2019encourager \u00e0 recommander votre marque.<\/li>\n<\/ul>\n<p>Pourquoi parle-t-on de mod\u00e8le circulaire ou dynamique ? Parce que le client ne quitte jamais vraiment le syst\u00e8me. Apr\u00e8s un achat, il peut devenir un moteur puissant de croissance : revenir pour acheter \u00e0 nouveau, recommander votre marque, laisser des avis ou partager du contenu.  <\/p>\n<p>Chacune de ces actions peut devenir un point d\u2019entr\u00e9e pour quelqu\u2019un d\u2019autre. C\u2019est ce que nous appelons l\u2019\u00e9nergie du client. <\/p>\n<h2>Quels contenus pour quelle \u00e9tape du tunnel ?<\/h2>\n<p>Chaque \u00e9tape du tunnel appelle des contenus sp\u00e9cifiques.<br \/>Voici quelques rep\u00e8res :<\/p>\n<table>\n<thead>\n<tr>\n<td><strong>\u00c9tape<\/strong><\/td>\n<td><strong>Objectif<\/strong><\/td>\n<td><strong>Types de contenu<\/strong><\/td>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>D\u00e9couverte<\/td>\n<td>Attirer, informer<\/td>\n<td>Articles, infographies, vid\u00e9os p\u00e9dagogiques, podcasts<\/td>\n<\/tr>\n<tr>\n<td>Consid\u00e9ration<\/td>\n<td>\u00c9duquer, diff\u00e9rencier <\/td>\n<td>\u00c9tudes de cas, comparatifs, newsletters, ebooks<\/td>\n<\/tr>\n<tr>\n<td>D\u00e9cision<\/td>\n<td>Convaincre, d\u00e9clencher l\u2019action, prompt action<\/td>\n<td>Fiches produit, d\u00e9mos, t\u00e9moignages clients, offres<\/td>\n<\/tr>\n<tr>\n<td>Fid\u00e9lisation<\/td>\n<td>Retenir, transformer en ambassadeur<\/td>\n<td>Guides avanc\u00e9s, contenus exclusifs, emails personnalis\u00e9s<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2>Pourquoi c\u2019est essentiel pour votre strat\u00e9gie ?<\/h2>\n<p>Int\u00e9grer la logique du tunnel dans votre strat\u00e9gie de contenu vous apporte de nombreux avantages :<\/p>\n<ul>\n<li><strong>Aligner contenu et parcours client<\/strong> : vous adressez les bons messages selon la maturit\u00e9 du public.<\/li>\n<li><strong>Piloter avec plus de pr\u00e9cision<\/strong> : vous mesurez l\u2019impact de chaque contenu en fonction de son r\u00f4le dans le tunnel.<\/li>\n<li><strong>Orchestrer vos campagnes<\/strong> : vous \u00e9vitez les d\u00e9s\u00e9quilibres (ex : trop de contenus \u201cawareness\u201d et pas assez de \u201cdecision\u201d).<\/li>\n<\/ul>\n<p>En structurant votre approche \u00e9tape par \u00e9tape, v<strong>ous gagnez en clart\u00e9, en efficacit\u00e9, et vous vous assurez que chaque contenu joue un r\u00f4le pr\u00e9cis dans votre strat\u00e9gie globale<\/strong>.<\/p>\n<h2>Conclusion<\/h2>\n<p><strong>Le tunnel marketing est un outil p\u00e9dagogique et strat\u00e9gique puissant, \u00e0 condition de ne pas le prendre comme un mod\u00e8le rigide<\/strong>.<\/p>\n<p>Lorsque vous cr\u00e9ez un plan marketing dans ContentCrea, chaque contenu est automatiquement associ\u00e9 au stade le plus pertinent du tunnel de conversion en fonction de son objectif et de son audience cible. Le format est adapt\u00e9 en cons\u00e9quence pour maximiser l&rsquo;impact. <\/p>\n<p>Vous n\u2019avez rien \u00e0 organiser manuellement, la plateforme le fait pour vous et vous offre une vision claire et structur\u00e9e de la r\u00e9partition de vos contenus dans le tunnel de conversion.<\/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>un mod\u00e8le qui cartographie le parcours d&rsquo;un client potentiel.<\/h2>\n<p>vous aide \u00e0 comprendre comment attirer, convertir et fid\u00e9liser les clients.<\/p>\n<p>[\/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 global_module=\u00a0\u00bb23945740&Prime; 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\u00bb\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>positionner vos contenus au bon moment du parcours clientLe marketing de contenu ne consiste pas seulement \u00e0 produire de l\u2019information : il s\u2019agit de d\u00e9livrer le bon contenu, \u00e0 la bonne personne, au bon moment. C\u2019est exactement le r\u00f4le du tunnel de conversion, aussi appel\u00e9 [&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":"Comprenez les \u00e9tapes du tunnel de marketing de contenu avec ContentCrea, attirez, engagez et convertissez votre audience gr\u00e2ce \u00e0 une planification strat\u00e9gique de contenu propuls\u00e9e par l'IA.","_seopress_robots_index":"","_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"dipi_cpt_category":[57],"class_list":["post-23946452","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\/23946452","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=23946452"}],"version-history":[{"count":0,"href":"https:\/\/contentcrea.com\/fr\/wp-json\/wp\/v2\/pages\/23946452\/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=23946452"}],"wp:term":[{"taxonomy":"dipi_cpt_category","embeddable":true,"href":"https:\/\/contentcrea.com\/fr\/wp-json\/wp\/v2\/dipi_cpt_category?post=23946452"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}