{"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":"2026-08-16T17:03:59","modified_gmt":"2026-08-16T15:03:59","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":"<div class=\"et_pb_section_0 et_pb_section et_section_regular et_flex_section\">\n<div class=\"et_pb_row_0 et_pb_row et_flex_row\"><div class=\"et_pb_column_0 et_pb_column et-last-child et_flex_column et_pb_css_mix_blend_mode_passthrough et_flex_column_24_24 et_flex_column_24_24_tablet et_flex_column_24_24_phone\"><div class=\"et_pb_breadcrumbs_0 et_pb_breadcrumbs et_pb_module et_flex_module\"><div class=\"et_pb_module_inner\"><nav class=\"et_pb_breadcrumbs--trail\" aria-label=\"Fil D\u2019Ariane\"><a href=\"https:\/\/contentcrea.com\/fr\/\" class=\"et_pb_breadcrumbs--breadcrumb et_pb_breadcrumbs--home\">Home<\/a><span class=\"et_pb_breadcrumbs--separator\">\\<\/span><span class=\"et_pb_breadcrumbs--current et_pb_breadcrumbs--breadcrumb\">Archives<\/span><\/nav><\/div><\/div><\/div><\/div>\n\n<div class=\"et_pb_row_1 et_pb_row et_block_row\">\n<div class=\"et_pb_column_1 et_pb_column et_pb_column_4_4 et-last-child et_block_column et_pb_css_mix_blend_mode_passthrough\">\n<div class=\"et_pb_text_0 et_pb_text et_pb_bg_layout_light et_pb_module et_block_module preset--module--divi-text--b5a9be20-0b81-41b5-a2b8-1c909bbd8d47\"><div class=\"et_pb_text_inner\"><p><H1>Les \u00e9tapes du tunnel de conversion<\/h1>\n<\/div><\/div>\n\n<div class=\"et_pb_text_1 et_pb_text et_pb_bg_layout_light et_pb_module et_block_module et_pb_text_align_center\"><div class=\"et_pb_text_inner\"><p>positionner vos contenus au bon moment du parcours client<\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n<div class=\"et_pb_row_2 et_pb_row et_block_row\">\n<div class=\"et_pb_column_2 et_pb_column et_pb_column_2_3 et_block_column et_pb_css_mix_blend_mode_passthrough\">\n<div class=\"et_pb_text_2 et_pb_text et_pb_bg_layout_light et_pb_module et_block_module preset--module--divi-text--b5a9be20-0b81-41b5-a2b8-1c909bbd8d47\"><div class=\"et_pb_text_inner\"><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'\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'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<\/div><\/div>\n<\/div>\n\n<div class=\"et_pb_column_3 et_pb_column et_pb_column_1_3 et-last-child et_block_column et_pb_css_mix_blend_mode_passthrough\">\n<div class=\"et_pb_text_3 et_pb_text et_pb_bg_layout_light et_pb_module et_block_module preset--module--divi-text--1e84f618-3f1f-44f4-aef9-de06078664a6\"><div class=\"et_pb_text_inner\"><h2>un mod\u00e8le qui cartographie le parcours d'un client potentiel.<\/h2>\n<p>vous aide \u00e0 comprendre comment attirer, convertir et fid\u00e9liser les clients.<\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n<div class=\"et_pb_row_3 et_pb_row et_flex_row\"><div class=\"et_pb_column_4 et_pb_column et-last-child et_block_column et_pb_css_mix_blend_mode_passthrough et_flex_column_24_24 et_flex_column_24_24_tablet et_flex_column_24_24_phone\"><div class=\"et_pb_text_4 et_pb_text et_pb_bg_layout_light et_pb_module et_flex_module\"><div class=\"et_pb_text_inner\"><h2 style=\"text-align: center;\">Other Content Marketing Concepts to explore<\/h2>\n<\/div><\/div><div class=\"et_pb_row_4 et_pb_row et_pb_row_nested et_flex_row\"><div class=\"et_pb_column_5 et_pb_column et-last-child et_flex_column et_pb_css_mix_blend_mode_passthrough et_flex_column_24_24 et_flex_column_24_24_tablet et_flex_column_24_24_phone\"><div class=\"et_pb_text_5 et_pb_text et_pb_bg_layout_light et_clickable et_pb_module et_flex_module et_flex_column_6_24 et_flex_column_12_24_tablet et_flex_column_24_24_phone\" data-loop-item=\"0\" data-loop-source=\"loop-04z524ooi0\"><div class=\"et_pb_text_inner\"><p>D\u00e9claration de mission<\/p>\n<\/div><\/div><div class=\"et_pb_text_6 et_pb_text et_pb_bg_layout_light et_clickable et_pb_module et_flex_module et_flex_column_6_24 et_flex_column_12_24_tablet et_flex_column_24_24_phone\" data-loop-item=\"1\" data-loop-source=\"loop-04z524ooi0\"><div class=\"et_pb_text_inner\"><p>Formats de contenu<\/p>\n<\/div><\/div><div class=\"et_pb_text_7 et_pb_text et_pb_bg_layout_light et_clickable et_pb_module et_flex_module et_flex_column_6_24 et_flex_column_12_24_tablet et_flex_column_24_24_phone\" data-loop-item=\"2\" data-loop-source=\"loop-04z524ooi0\"><div class=\"et_pb_text_inner\"><p>Les \u00e9tapes du tunnel de conversion<\/p>\n<\/div><\/div><div class=\"et_pb_text_8 et_pb_text et_pb_bg_layout_light et_clickable et_pb_module et_flex_module et_flex_column_6_24 et_flex_column_12_24_tablet et_flex_column_24_24_phone\" data-loop-item=\"3\" data-loop-source=\"loop-04z524ooi0\"><div class=\"et_pb_text_inner\"><p>Les r\u00e8gles d\u2019\u00e9criture<\/p>\n<\/div><\/div><div class=\"et_pb_text_9 et_pb_text et_pb_bg_layout_light et_clickable et_pb_module et_flex_module et_flex_column_6_24 et_flex_column_12_24_tablet et_flex_column_24_24_phone\" data-loop-item=\"4\" data-loop-source=\"loop-04z524ooi0\"><div class=\"et_pb_text_inner\"><p>Personnalit\u00e9 &#8211; ADN<\/p>\n<\/div><\/div><div class=\"et_pb_text_10 et_pb_text et_pb_bg_layout_light et_clickable et_pb_module et_flex_module et_flex_column_6_24 et_flex_column_12_24_tablet et_flex_column_24_24_phone\" data-loop-item=\"5\" data-loop-source=\"loop-04z524ooi0\"><div class=\"et_pb_text_inner\"><p>Pilier &#038; cluster de sujets<\/p>\n<\/div><\/div><div class=\"et_pb_text_11 et_pb_text et_pb_bg_layout_light et_clickable et_pb_module et_flex_module et_flex_column_6_24 et_flex_column_12_24_tablet et_flex_column_24_24_phone\" data-loop-item=\"6\" data-loop-source=\"loop-04z524ooi0\"><div class=\"et_pb_text_inner\"><p>Plans<\/p>\n<\/div><\/div><div class=\"et_pb_text_12 et_pb_text et_pb_bg_layout_light et_clickable et_pb_module et_flex_module et_flex_column_6_24 et_flex_column_12_24_tablet et_flex_column_24_24_phone\" data-loop-item=\"7\" data-loop-source=\"loop-04z524ooi0\"><div class=\"et_pb_text_inner\"><p>Voix et tons<\/p>\n<\/div><\/div><div class=\"et_pb_text_13 et_pb_text et_pb_bg_layout_light et_clickable et_pb_module et_flex_module et_flex_column_6_24 et_flex_column_12_24_tablet et_flex_column_24_24_phone\" data-loop-item=\"8\" data-loop-source=\"loop-04z524ooi0\"><div class=\"et_pb_text_inner\"><p>Vos personas<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":239145,"parent":23946337,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_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":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"both","_seopress_redirections_param":"","_seopress_redirections_type":301,"_seopress_analysis_target_kw":"","_seopress_news_disabled":"","_seopress_video_disabled":"","_seopress_video":[],"_seopress_pro_schemas_manual":[],"_seopress_pro_rich_snippets_disable_all":"","_seopress_pro_rich_snippets_disable":[],"_seopress_pro_schemas":[],"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}]}}