{"id":67343,"date":"2023-11-16T09:28:36","date_gmt":"2023-11-16T08:28:36","guid":{"rendered":"https:\/\/isarta.fr\/infos\/?p=67343"},"modified":"2023-11-16T20:52:37","modified_gmt":"2023-11-16T19:52:37","slug":"les-questions-incontournables-a-se-poser-avant-de-lancer-son-balado","status":"publish","type":"post","link":"https:\/\/isarta.fr\/infos\/les-questions-incontournables-a-se-poser-avant-de-lancer-son-balado\/","title":{"rendered":"Les questions incontournables \u00e0 se poser avant de lancer son podcast"},"content":{"rendered":"\n<figure class=\"wp-block-image\" id=\"block-bb6cc395-00e4-4f12-b4f5-a42b9129996b\"><img decoding=\"async\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2023\/11\/convertkit-waxDxYM2XI4-unsplash-1024x683.jpg\" alt=\"L\u2019attribut alt de cette image est vide, son nom de fichier est convertkit-waxDxYM2XI4-unsplash-1024x683.jpg.\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-87c5f0f3-14d3-449c-aa04-05132f095d18\">15 novembre 2023<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-436bde59-6733-47a2-a1f1-d10019313c58\"><strong>La tendance du podcast de marque s&rsquo;av\u00e8re toujours aussi pr\u00e9gnante dans une strat\u00e9gie de communication. Pour r\u00e9ussir \u00e0 se d\u00e9marquer dans cet environnement de plus en plus concurrentiel, voici quelques bonnes pratiques tir\u00e9es d&rsquo;un <a rel=\"noreferrer noopener\" href=\"https:\/\/siecledigital.fr\/livres-blancs\/le-guide-etape-par-etape-pour-lancer-votre-podcast-de-marque\/\" target=\"_blank\">guide pratique publi\u00e9 r\u00e9cemment par le m\u00e9dia Si\u00e8cle Digital<\/a>.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-4ced401a-d9b7-4959-9d3b-c495c93aec69\">Le podcast est loin d&rsquo;\u00eatre un nouveau format&#8230; mais il a connu un net regain de popularit\u00e9 ces derni\u00e8res ann\u00e9es, notamment du fait des confinements. Si sa d\u00e9mocratisation attendue tarde quelque peu, ses chiffres d&rsquo;\u00e9coute \u00e0 l&rsquo;\u00e9chelle mondiale demeurent encourageants. D&rsquo;apr\u00e8s l&rsquo;entreprise Digimind, les podcasts devraient d\u00e9passer le seuil symbolique des 500 millions d&rsquo;auditeurs hebdomadaires d&rsquo;ici la fin 2024.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-dbcd3a45-33f9-4f8f-80ad-57acd5636fd3\">Une opportunit\u00e9 pour les marques, autant dans l&rsquo;optique d&rsquo;accro\u00eetre sa notori\u00e9t\u00e9, de se positionner en tant qu&rsquo;expert que de cr\u00e9er une relation plus authentique et personnelle avec son audience. Encore faut-il ma\u00eetriser les bonnes pratiques et se poser les bonnes questions avant de se lancer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-686797f1-4c19-43dd-ac82-14440bb8117f\">Le m\u00e9dia fran\u00e7ais Si\u00e8cle Digital, cr\u00e9ateur de deux podcasts technologiques suivis par plus de 60 000 auditeurs, Culture Num\u00e9rique et Signaux Faibles, a ainsi r\u00e9alis\u00e9 un <a rel=\"noreferrer noopener\" href=\"https:\/\/siecledigital.fr\/livres-blancs\/le-guide-etape-par-etape-pour-lancer-votre-podcast-de-marque\/\" target=\"_blank\">guide en la mati\u00e8re tr\u00e8s p\u00e9dagogique<\/a>. Dont nous avons retir\u00e9 ces 4 questions essentielles.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-acb58c73-d66d-4c37-a6e8-ab558c7fbc2f\"><strong>1. Quelle th\u00e9matique aborder ?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-312c9ea2-d9bf-41ee-87c8-7541f4b01390\">La d\u00e9finition du concept du podcast est bien entendu la base \u00e0 partir de laquelle tout va d\u00e9couler. Ce moment strat\u00e9gique est donc d\u00e9terminant.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-d6f4069b-d01b-443d-ab54-00aad90ebdee\">L&rsquo;un des premiers enjeux ? Clarifier le but de votre contenu ! Si\u00e8cle Digital recense ces diff\u00e9rentes questions \u00e0 \u00e9lucider avant d&rsquo;aller de l&rsquo;avant :<\/p>\n\n\n\n<ul class=\"wp-block-list\" id=\"block-ad6ac16d-cf36-4a5b-9e6b-033c0e778268\">\n<li>Votre objectif est-il plut\u00f4t de vous aider \u00e0 gagner en notori\u00e9t\u00e9 ?<\/li>\n\n\n\n<li>Ou plut\u00f4t d\u2019asseoir votre expertise ?<\/li>\n\n\n\n<li>Quels sont les r\u00e9sultats attendus ?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-c1ae5f1c-ede2-43a6-bc13-97cb42851a10\">Vient ensuite le choix de la th\u00e9matique.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Elle doit pouvoir \u00eatre abord\u00e9e sous diff\u00e9rents angles et faire l\u2019objet de nombreuses discussions. De cette fa\u00e7on, vous pourrez cr\u00e9er plusieurs \u00e9pisodes et en sortir r\u00e9guli\u00e8rement. Cette assiduit\u00e9 est indispensable pour fid\u00e9liser votre audience et d\u00e9velopper votre \u00e9mission\u00a0\u00bb, recommande les \u00e9quipes de Si\u00e8cle Digital.<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-617a38f4-f8f6-45fc-aec3-3fb8ea3c83c0\"><strong>2. Quelle audience cibler?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-ba3ae681-b1fe-4bad-8806-9adba172c273\">C&rsquo;est un classique du marketing : \u00e0 qui s&rsquo;adresse-t-on ? Dans le cas d&rsquo;un podcast, la question est d&rsquo;autant plus importante que ce type de m\u00e9dia est encore tr\u00e8s largement populaire chez les moins de 40 ans. Il convient d\u00e8s lors d&rsquo;identifier les personnes qui pourraient \u00eatre int\u00e9ress\u00e9es par vos contenus puis comprendre \u00e0 la fois leurs motivations et leurs freins.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-b3f53bbc-08cb-43c4-9823-59a6406a33b0\">Par ailleurs, ce travail sur les <em>persona<\/em> peut aussi servir \u00e0 d\u00e9finir le moment de diffusion des \u00e9pisodes ainsi que les canaux de communication sur lesquels faire rayonner son podcast.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-8eb52f1d-06fc-480b-8bb2-049e1629c048\"><strong>3. Quel format choisir ?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-8e3919dc-9dda-49c2-a369-945c5ba08475\">L&rsquo;avantage du podcast, c&rsquo;est qu&rsquo;il existe un nombre consid\u00e9rable de formats et de mani\u00e8res de raconter une histoire. La seule limite, c&rsquo;est votre imagination. Si\u00e8cle Digital recense malgr\u00e9 tout ceux qui sont les plus populaires :<\/p>\n\n\n\n<ul class=\"wp-block-list\" id=\"block-694013f8-b167-426d-8926-c1df0faf2589\">\n<li>Le podcast solo, dans lequel vous \u00eates le seul \u00e0 pr\u00e9senter ;<\/li>\n\n\n\n<li>Le podcast co-anim\u00e9, avec la pr\u00e9sence d\u2019un animateur ;<\/li>\n\n\n\n<li>L\u2019interview, o\u00f9 un invit\u00e9 vient partager son exp\u00e9rience ou son expertise sur un sujet donn\u00e9 ;<\/li>\n\n\n\n<li>Le documentaire, qui prend la forme d\u2019un reportage ;<\/li>\n\n\n\n<li>La fiction, o\u00f9 une histoire est cont\u00e9e et invent\u00e9e<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-be636f91-e29f-4c33-aef2-dc5efb04c1db\">Leur journaliste podcasteur, Gr\u00e9goire Levy, recommande par ailleurs d&rsquo;enregistrer au moins 5 \u00e9pisodes avant de lancer publiquement son podcast.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Non seulement vous serez plus serein pour commencer cette nouvelle aventure, mais vous aurez \u00e9galement de la mati\u00e8re en cas impr\u00e9vus\u00a0\u00bb, insiste-t-il.<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-45430e17-55f5-4fe6-8b70-958f0a1e17c9\"><strong>4. Comment mesurer le succ\u00e8s de son podcast ?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-64b5836c-2968-4e42-b74e-88ee017afcc3\">Comparativement \u00e0 de nombreux autres canaux marketing, le podcast n&rsquo;est clairement pas le plus pourvoyeur en donn\u00e9es permettant de mesurer l&rsquo;impact de l&rsquo;initiative. Toutefois, il serait r\u00e9ducteur de consid\u00e9rer le podcast comme une bo\u00eete noire g\u00e9n\u00e9rant juste de l&rsquo;image de marque impossible \u00e0 mesurer pr\u00e9cisement.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-501dacee-c314-43ac-9da8-e9741cd98330\">Voici quelques indicateurs qui peuvent \u00eatre exploit\u00e9s et servir de base \u00e0 mesurer la r\u00e9ussite ou non de cette strat\u00e9gie de communication :<\/p>\n\n\n\n<ul class=\"wp-block-list\" id=\"block-ee4c1b78-8455-42b5-bb33-d39a7d7530f7\">\n<li>le nombre d\u2019\u00e9coutes (nombre de fois o\u00f9 la lecture de votre \u00e9pisode a \u00e9t\u00e9 lanc\u00e9e) ;<\/li>\n\n\n\n<li>le taux de compl\u00e9tion ou le pourcentage d\u2019\u00e9coute moyen d\u2019un \u00e9pisode. \u00ab\u00a0Cette statistique permet de savoir si vos auditeurs \u00e9coutent votre podcast jusqu\u2019au bout\u00a0\u00bb ;<\/li>\n\n\n\n<li>vos pics d\u2019audience (pour identifier les moments o\u00f9 vos auditeurs sont les plus actifs) ;<\/li>\n\n\n\n<li>les donn\u00e9es d\u00e9mographiques (pour mieux conna\u00eetre votre audience) ;<\/li>\n\n\n\n<li>vos classements et vos notes sur les plateformes de streaming.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-5adb1553-fdbd-4845-8d18-f514e1b00833\">De quoi vous permettre de partir du bon pied !<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" id=\"block-efe58629-e91f-4082-be1a-6359ea78216f\"\/>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-38ed2340-8275-48d0-bde6-d25c46b829fc\"><strong>D\u00e9couvrez nos formations :<\/strong><\/p>\n\n\n<div class=\" content_cards_card content_cards_domain_formations-isarta-com\">\n\t\t\t<div class=\"content_cards_image\">\n\t\t\t\t<a class=\"content_cards_image_link\" href=\"https:\/\/formations.isarta.com\/cours\/creer-son-premier-podcast-de-lideation-a-la-promotion\/9?utm_source=Isarta_Infos\" target=\"_blank\">\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/formations.isarta.com\/assets\/images\/8d\/8de1e6_soundtrap-n30-i7mx62o-unsplash_crop_1536x864.jpg\" alt=\"Cr\u00e9er son premier podcast : de l&#039;id\u00e9ation \u00e0 la promotion | Formations Isarta\">\t\t\t\t<\/a>\n\t\t<\/div>\n\t\n\t<div class=\"content_cards_title\">\n\t\t<a class=\"content_cards_title_link\" href=\"https:\/\/formations.isarta.com\/cours\/creer-son-premier-podcast-de-lideation-a-la-promotion\/9?utm_source=Isarta_Infos\" target=\"_blank\">\n\t\t\tCr\u00e9er son premier podcast : de l'id\u00e9ation \u00e0 la promotion | Formations Isarta\t\t<\/a>\n\t<\/div>\n\t<div class=\"content_cards_description\">\n\t\t<a class=\"content_cards_description_link\" href=\"https:\/\/formations.isarta.com\/cours\/creer-son-premier-podcast-de-lideation-a-la-promotion\/9?utm_source=Isarta_Infos\" target=\"_blank\">\n\t\t\t<p>D\u00e9couvrez les incontournables du balado, allant des axes communicationnels \u00e0 privil\u00e9gier jusqu\u2019aux enjeux techniques et promotionnels.<\/p>\n\t\t<\/a>\n\t<\/div>\n\t<div class=\"content_cards_site_name\">\n\t\t<img decoding=\"async\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/01\/cropped-isarta-nouveau-fond-bleu-carre-32x32.png\" alt=\"formations.isarta.com\" class=\"content_cards_favicon\"\/>\t\tformations.isarta.com\t<\/div>\n<\/div>\n\n\n<div class=\" content_cards_card content_cards_domain_formations-isarta-com\">\n\t\t\t<div class=\"content_cards_image\">\n\t\t\t\t<a class=\"content_cards_image_link\" href=\"https:\/\/formations.isarta.com\/cours\/capcut-montage-et-edition-video-pour-les-reseaux-sociaux\/64?utm_source=Isarta_Infos\" target=\"_blank\">\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/formations.isarta.com\/images\/entete.jpg\" alt=\"Formations en M\u00e9dias sociaux | Isarta\">\t\t\t\t<\/a>\n\t\t<\/div>\n\t\n\t<div class=\"content_cards_title\">\n\t\t<a class=\"content_cards_title_link\" href=\"https:\/\/formations.isarta.com\/cours\/capcut-montage-et-edition-video-pour-les-reseaux-sociaux\/64?utm_source=Isarta_Infos\" target=\"_blank\">\n\t\t\tFormations en M\u00e9dias sociaux | Isarta\t\t<\/a>\n\t<\/div>\n\t<div class=\"content_cards_description\">\n\t\t<a class=\"content_cards_description_link\" href=\"https:\/\/formations.isarta.com\/cours\/capcut-montage-et-edition-video-pour-les-reseaux-sociaux\/64?utm_source=Isarta_Infos\" target=\"_blank\">\n\t\t\t<p>Formations en marketing, communication, num\u00e9rique, digital, r\u00e9seaux sociaux. Classes virtuelles (webinaires interactifs \u00e0 distance), en salle ou en entreprise. Montr\u00e9al et partout au Qu\u00e9bec.<\/p>\n\t\t<\/a>\n\t<\/div>\n\t<div class=\"content_cards_site_name\">\n\t\t<img decoding=\"async\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/01\/cropped-isarta-nouveau-fond-bleu-carre-32x32.png\" alt=\"formations.isarta.com\" class=\"content_cards_favicon\"\/>\t\tformations.isarta.com\t<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>La tendance du balado de marque s&rsquo;av\u00e8re toujours aussi pr\u00e9gnante dans une strat\u00e9gie de communication. Pour r\u00e9ussir \u00e0 se d\u00e9marquer dans cet environnement de plus en plus concurrentiel, voici quelques bonnes pratiques tir\u00e9es d&rsquo;un guide pratique publi\u00e9 r\u00e9cemment par le m\u00e9dia Si\u00e8cle Digital.<\/p>\n","protected":false},"author":73,"featured_media":67349,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[264,265,3],"tags":[364,215],"class_list":["post-67343","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-caroussel","category-en-avant-isarta-emplois","category-articlesmarketing-communications","tag-formations","tag-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Les questions incontournables \u00e0 se poser avant de lancer son podcast - Isarta Infos<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/isarta.fr\/infos\/les-questions-incontournables-a-se-poser-avant-de-lancer-son-balado\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les questions incontournables \u00e0 se poser avant de lancer son podcast - Isarta Infos\" \/>\n<meta property=\"og:description\" content=\"La tendance du balado de marque s&#039;av\u00e8re toujours aussi pr\u00e9gnante dans une strat\u00e9gie de communication. 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