{"id":3089,"date":"2021-06-25T16:50:46","date_gmt":"2021-06-25T14:50:46","guid":{"rendered":"https:\/\/preprod.editions-eni.fr\/blog\/?p=3089"},"modified":"2021-09-08T13:43:05","modified_gmt":"2021-09-08T11:43:05","slug":"pourquoi-apprendre-la-redaction-web","status":"publish","type":"post","link":"https:\/\/www.editions-eni.fr\/blog\/pourquoi-apprendre-la-redaction-web\/","title":{"rendered":"Pourquoi apprendre la r\u00e9daction web ?"},"content":{"rendered":"

[et_pb_section fb_built=”1″ _builder_version=”4.9.0″ _module_preset=”default”][et_pb_row column_structure=”1_4,3_4″ _builder_version=”4.9.0″ _module_preset=”default” custom_padding=”||0px||false|false”][et_pb_column type=”1_4″ _builder_version=”4.9.0″ _module_preset=”default”][et_pb_image src=”https:\/\/www.editions-eni.fr\/blog\/wp-content\/uploads\/2021\/06\/icon-web_writing.png” alt=”logo wordpress” title_text=”icon-web_writing” _builder_version=”4.9.7″ _module_preset=”default”][\/et_pb_image][\/et_pb_column][et_pb_column type=”3_4″ _builder_version=”4.9.0″ _module_preset=”default”][et_pb_text _builder_version=”4.9.7″ _module_preset=”default” text_font=”||||||||”]<\/p>\n

Savez-vous que la crise sanitaire a permis aux entreprises fran\u00e7aises d\u2019acc\u00e9l\u00e9rer de presque 7 ans la communication digitale<\/strong>, par la mise en place d\u2019outils num\u00e9riques pour augmenter la visibilit\u00e9 et le chiffre d\u2019affaires ?
Face \u00e0 la concurrence, aux exigences des moteurs de recherche et des clients, il est fondamental de ma\u00eetriser la r\u00e9daction web<\/strong>, afin de communiquer de mani\u00e8re impactante.<\/p>\n

Voici les 5 bonnes raisons, pour vous former \u00e0 la r\u00e9daction web par notre experte Aur\u00e9lie B\u00e9gat.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.9.0″ _module_preset=”default” custom_padding=”20px||20px||false|false”][et_pb_row _builder_version=”4.9.0″ _module_preset=”default”][et_pb_column type=”4_4″ _builder_version=”4.9.0″ _module_preset=”default”][et_pb_text _builder_version=”4.9.7″ _module_preset=”default” custom_margin=”0px||0px||false|false” custom_padding=”0px||0px||false|false”]<\/p>\n

Bonne raison n\u00b01<\/h3>\n

[\/et_pb_text][et_pb_text _builder_version=”4.9.7″ _module_preset=”default” custom_margin=”||0px||false|false” custom_margin_tablet=”||10px||false|false” custom_margin_phone=”” custom_margin_last_edited=”on|phone”]<\/p>\n

Afficher des valeurs et affirmer son identit\u00e9<\/h4>\n

[\/et_pb_text][et_pb_text quote_border_color=”#3BB6D5″ _builder_version=”4.9.7″ _module_preset=”default” text_font=”||||||||”]Les clients, les consommateurs ou les prospects sont en qu\u00eate de sens<\/strong>. Les mots sont de puissants vecteurs pour v\u00e9hiculer des valeurs et f\u00e9d\u00e9rer une communaut\u00e9<\/strong> autour d\u2019un d\u00e9nominateur commun.
\nLa r\u00e9daction web permet de communiquer aupr\u00e8s du grand public, avec transparence. Le choix du ton \u00e9ditorial<\/strong>, qu\u2019il soit p\u00e9dagogique, inspirant, humoristique, instaure une relation authentique<\/strong> avec sa cible.[\/et_pb_text][et_pb_text _builder_version=”4.9.7″ _module_preset=”default”]<\/p>\n

Alors, prenez la parole, pour que personne ne la prenne \u00e0 votre place !<\/h6>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.9.0″ _module_preset=”default” custom_padding=”20px||20px||false|false”][et_pb_row _builder_version=”4.9.0″ _module_preset=”default”][et_pb_column type=”4_4″ _builder_version=”4.9.0″ _module_preset=”default”][et_pb_text _builder_version=”4.9.7″ _module_preset=”default” custom_margin=”0px||0px||false|false” custom_padding=”0px||0px||false|false”]<\/p>\n

Bonne raison n\u00b02<\/h3>\n

[\/et_pb_text][et_pb_text _builder_version=”4.9.7″ _module_preset=”default” custom_margin=”||0px||false|false” custom_margin_tablet=”||10px||false|false” custom_margin_phone=”” custom_margin_last_edited=”on|phone”]<\/p>\n

Construire une strat\u00e9gie \u00e9ditoriale percutante et SEO friendly<\/h4>\n

[\/et_pb_text][et_pb_text quote_border_color=”#3BB6D5″ _builder_version=”4.9.7″ _module_preset=”default” text_font=”||||||||”]Les moteurs de recherche classent leurs r\u00e9sultats en fonction de multiples crit\u00e8res, dont certains d\u00e9pendent directement de la r\u00e9daction web : la production r\u00e9guli\u00e8re de contenu<\/strong>, le d\u00e9coupage structur\u00e9 en Hn<\/strong>, les mots cl\u00e9s<\/strong>, les balises m\u00e9tadonn\u00e9es<\/strong>, le maillage<\/strong>…<\/p>\n

Si l\u2019\u00e9criture de contenu est essentielle, le respect des guidelines de Google est fondamental.[\/et_pb_text][et_pb_text _builder_version=”4.9.7″ _module_preset=”default”]<\/p>\n

Visez le fameux triangle d\u2019or du moteur de recherche pour vos pages !<\/h6>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.9.0″ _module_preset=”default” custom_padding=”20px||20px||false|false”][et_pb_row _builder_version=”4.9.0″ _module_preset=”default”][et_pb_column type=”4_4″ _builder_version=”4.9.0″ _module_preset=”default”][et_pb_text _builder_version=”4.9.7″ _module_preset=”default” custom_margin=”0px||0px||false|false” custom_padding=”0px||0px||false|false”]<\/p>\n

Bonne raison n\u00b03<\/h3>\n

[\/et_pb_text][et_pb_text _builder_version=”4.9.7″ _module_preset=”default” custom_margin=”||0px||false|false” custom_margin_tablet=”||10px||false|false” custom_margin_phone=”” custom_margin_last_edited=”on|phone”]<\/p>\n

D\u00e9velopper sa notori\u00e9t\u00e9 et afficher son expertise dans un secteur concurrentiel<\/h4>\n

[\/et_pb_text][et_pb_text quote_border_color=”#3BB6D5″ _builder_version=”4.9.7″ _module_preset=”default” text_font=”||||||||”]<\/p>\n

Sans texte<\/strong>, il n\u2019y a pas de positionnement envisageable sur les moteurs de recherche<\/strong> et donc pas de trafic<\/strong>. La production du contenu pertinent, comme des sujets en ad\u00e9quation avec les centres d’int\u00e9r\u00eat de sa client\u00e8le, offre une r\u00e9elle cr\u00e9dibilit\u00e9 \u00e0 une entreprise. Le contenu expert a une vraie valeur ajout\u00e9e. Plus la politique de contenu est prolifique, plus l\u2019univers de marque<\/strong> se d\u00e9veloppe.<\/p>\n

[\/et_pb_text][et_pb_text _builder_version=”4.9.7″ _module_preset=”default”]<\/p>\n

Diffusez une information directe et r\u00e9guli\u00e8rement actualis\u00e9e pour asseoir votre expertise !<\/h6>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.9.0″ _module_preset=”default” custom_padding=”20px||20px||false|false”][et_pb_row _builder_version=”4.9.0″ _module_preset=”default”][et_pb_column type=”4_4″ _builder_version=”4.9.0″ _module_preset=”default”][et_pb_text _builder_version=”4.9.7″ _module_preset=”default” custom_margin=”0px||0px||false|false” custom_padding=”0px||0px||false|false”]<\/p>\n

Bonne raison n\u00b04<\/h3>\n

[\/et_pb_text][et_pb_text _builder_version=”4.9.7″ _module_preset=”default” custom_margin=”||0px||false|false” custom_margin_tablet=”||10px||false|false” custom_margin_phone=”” custom_margin_last_edited=”on|phone”]<\/p>\n

Varier les formats de contenus et toucher sa cible avec une strat\u00e9gie omnicanale<\/h4>\n

[\/et_pb_text][et_pb_text quote_border_color=”#3BB6D5″ _builder_version=”4.9.7″ _module_preset=”default” text_font=”||||||||”]<\/p>\n

Le concepteur r\u00e9dacteur web travaille dans une dimension omnicanale, \u00e0 travers le contenu du site e-business ou e-commerce, une newsletter, un blog, les relations presse, le storytelling et m\u00eame avec une casquette de community manager sur les r\u00e9seaux sociaux. La cr\u00e9ation de contenu diffus\u00e9 sur de multiples canaux permet de toucher, engager, convertir et fid\u00e9liser<\/strong> son audience.<\/p>\n

[\/et_pb_text][et_pb_text _builder_version=”4.9.7″ _module_preset=”default”]<\/p>\n

D\u00e9veloppez un contenu H to H (human to human) !<\/h6>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.9.0″ _module_preset=”default” custom_padding=”20px||20px||false|false”][et_pb_row _builder_version=”4.9.0″ _module_preset=”default”][et_pb_column type=”4_4″ _builder_version=”4.9.0″ _module_preset=”default”][et_pb_text _builder_version=”4.9.7″ _module_preset=”default” custom_margin=”0px||0px||false|false” custom_padding=”0px||0px||false|false”]<\/p>\n

Bonne raison n\u00b05<\/h3>\n

[\/et_pb_text][et_pb_text _builder_version=”4.9.7″ _module_preset=”default” custom_margin=”||0px||false|false” custom_margin_tablet=”||10px||false|false” custom_margin_phone=”” custom_margin_last_edited=”on|phone”]<\/p>\n

Travailler autour des quatre saisons de la conception r\u00e9daction web<\/h4>\n

[\/et_pb_text][et_pb_text quote_border_color=”#3BB6D5″ _builder_version=”4.9.7″ _module_preset=”default” text_font=”||||||||”]<\/p>\n

L\u2019hiver<\/strong> est le temps d’introspection durant lequel le concepteur r\u00e9dacteur r\u00e9alise un travail de recherche.
Le printemps<\/strong> est une phase pour faire germer les id\u00e9es avec un ciblage de l\u2019audience et un calendrier \u00e9ditorial.
L’\u00e9t\u00e9<\/strong> est la p\u00e9riode de travail avec la production de contenu.
Enfin, l’automne<\/strong> est la saison de la moisson o\u00f9 le site web a du trafic et o\u00f9 le contenu est diffus\u00e9 sur les r\u00e9seaux sociaux.<\/p>\n

[\/et_pb_text][et_pb_text _builder_version=”4.9.7″ _module_preset=”default”]<\/p>\n

Bordez votre r\u00e9daction web de mani\u00e8re cyclique, comme les 4 saisons !<\/p>\n<\/h6>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.9.0″ _module_preset=”default” custom_padding=”20px||20px||false|false”][et_pb_row _builder_version=”4.9.0″ _module_preset=”default” custom_padding=”||||false|false”][et_pb_column type=”4_4″ _builder_version=”4.9.0″ _module_preset=”default”][et_pb_text _builder_version=”4.9.0″ _module_preset=”default” custom_margin=”0px||0px||false|false” custom_padding=”0px||0px||false|false”]<\/p>\n

En conclusion<\/h3>\n

[\/et_pb_text][et_pb_text quote_border_color=”#3BB6D5″ _builder_version=”4.9.7″ _module_preset=”default” text_font=”||||||||”]<\/p>\n

La r\u00e9daction web ne se r\u00e9sume pas \u00e0 un bon niveau de syntaxe et d\u2019orthographe. Il est important de prendre compte l\u2019exigence des algorithmes, les attentes des clients et l\u2019identit\u00e9 de l\u2019entreprise. Cela demande \u00e0 la fois communication cr\u00e9ative, connaissances en SEO et travail de veille. Au-del\u00e0 de la tendance, b\u00e2tissez votre strat\u00e9gie \u00e9ditoriale autour d\u2019un pilier porteur qu\u2019est la r\u00e9daction web<\/strong>.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.9.0″ _module_preset=”default”][et_pb_row _builder_version=”4.9.0″ _module_preset=”default”][et_pb_column type=”4_4″ _builder_version=”4.9.0″ _module_preset=”default”][et_pb_testimonial author=”Aur\u00e9lie B\u00c9GAT” job_title=”NOTRE EXPERTE EN R\u00c9DACTION WEB” portrait_url=”https:\/\/www.editions-eni.fr\/blog\/wp-content\/uploads\/2021\/06\/AurelieBegat.jpg” _builder_version=”4.9.7″ _module_preset=”default” custom_margin=”||0px||false|false” custom_padding=”||||false|false”]<\/p>\n

Aur\u00e9lie B\u00c9GAT est conceptrice r\u00e9dactrice web et formatrice en communication dans l\u2019enseignement sup\u00e9rieur depuis plus de 10 ans. Elle travaille \u00e0 la construction de textes optimis\u00e9s pour le r\u00e9f\u00e9rencement naturel pour des enseignes d\u2019envergure nationale et des acteurs locaux en Bretagne. La strat\u00e9gie \u00e9ditoriale et la r\u00e9daction web sont le c\u0153ur de son m\u00e9tier.<\/p>\n

Ce livre lui permet de transmettre sa passion et son exp\u00e9rience autour de l\u2019\u00e9criture de contenu textuel destin\u00e9 au web<\/p>\n

[\/et_pb_testimonial][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.9.0″ _module_preset=”default”][et_pb_row _builder_version=”4.9.0″ _module_preset=”default” locked=”off”][et_pb_column type=”4_4″ _builder_version=”4.9.0″ _module_preset=”default”][et_pb_text _builder_version=”4.9.0″ text_font=”||||||||” text_line_height=”1.8em” header_font=”||||||||” header_2_font=”Overpass|300|||||||” header_2_font_size=”35px” header_2_line_height=”1.5em” custom_margin=”||0px||false|false” header_2_font_size_tablet=”30px” header_2_font_size_phone=”20px” header_2_font_size_last_edited=”on|phone” border_color_all=”#1a0a38″]<\/p>\n

Pour aller plus loin<\/span><\/h2>\n

[\/et_pb_text][et_pb_divider color=”#3BB6D5″ divider_position=”center” divider_weight=”3px” _builder_version=”4.9.0″ max_width=”90px” max_width_tablet=”13%” max_width_last_edited=”off|desktop” custom_margin=”5px||||false|false” custom_padding=”|||” locked=”off”][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_4,1_4,1_4,1_4″ _builder_version=”4.9.0″ _module_preset=”default” background_color=”RGBA(0,0,0,0)” custom_margin=”||5px||false|false” custom_css_main_element_last_edited=”on|phone” custom_css_main_element_tablet=”display:flex;” custom_css_main_element_phone=”display:inherit;”][et_pb_column type=”1_4″ _builder_version=”4.9.0″ _module_preset=”default”][et_pb_image src=”https:\/\/www.editions-eni.fr\/livre\/la-redaction-web-creez-votre-strategie-de-contenu-et-boostez-votre-referencement-sur-google-9782409028717_XL.jpg” alt=”Scratch et Raspberry Pi Projets maker pour s’initier \u00e0 l’\u00e9lectronique et \u00e0 la robotique” title_text=”scratch-et-raspberry-pi-projets-maker-pour-s-initier-a-l-electronique-et-a-la-robotique-2e-edition-9782409027901_M” url=”https:\/\/www.editions-eni.fr\/livre\/la-redaction-web-creez-votre-strategie-de-contenu-et-boostez-votre-referencement-sur-google-9782409028717″ url_new_window=”on” _builder_version=”4.9.7″ _module_preset=”default” width_tablet=”85%” width_phone=”” width_last_edited=”on|tablet” custom_margin=”||10px||false|false” custom_margin_tablet=”” custom_margin_phone=”” custom_margin_last_edited=”on|desktop” hover_enabled=”0″ box_shadow_style=”preset3″ transform_styles__hover_enabled=”on|hover” transform_scale__hover=”105%|105%” transform_scale__hover_enabled=”on|hover” transform_translate__hover_enabled=”on|desktop” transform_rotate__hover_enabled=”on|desktop” transform_skew__hover_enabled=”on|desktop” transform_origin__hover_enabled=”on|desktop” sticky_enabled=”0″][\/et_pb_image][et_pb_text _builder_version=”4.9.7″ _module_preset=”default” text_font=”||||||||” text_text_color=”#3BB6D5″ background_color=”RGBA(0,0,0,0)” custom_margin=”||5px||false|false”]<\/p>\n

Le livre de Aur\u00e9lie B\u00c9GAT<\/p>\n

[\/et_pb_text][et_pb_text _builder_version=”4.9.7″ _module_preset=”default” custom_padding_tablet=”|10px|||false|false” custom_padding_phone=”|0px|||false|false” custom_padding_last_edited=”on|phone”]La r\u00e9daction web<\/strong>
\nCr\u00e9ez votre strat\u00e9gie de contenu et boostez votre r\u00e9f\u00e9rencement sur Google[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.9.0″ _module_preset=”default”][et_pb_image src=”https:\/\/www.editions-eni.fr\/livre\/du-community-au-social-media-management-strategies-gagnantes-pour-gerer-une-communaute-et-communiquer-sur-les-reseaux-sociaux-3e-edition-9782409020674_XL.jpg” alt=”Flutter D\u00e9veloppez vos applications mobiles multiplateformes avec Dart” title_text=”flutter-developpez-vos-applications-mobiles-multiplateformes-avec-dart-9782409025273_M (1)” url=”https:\/\/www.editions-eni.fr\/livre\/du-community-au-social-media-management-strategies-gagnantes-pour-gerer-une-communaute-et-communiquer-sur-les-reseaux-sociaux-3e-edition-9782409020674″ url_new_window=”on” _builder_version=”4.9.7″ _module_preset=”default” width_tablet=”85%” width_phone=”” width_last_edited=”on|tablet” custom_margin=”||10px||false|false” custom_margin_tablet=”” custom_margin_phone=”” custom_margin_last_edited=”on|desktop” hover_enabled=”0″ box_shadow_style=”preset3″ transform_styles__hover_enabled=”on|hover” transform_scale__hover=”105%|105%” transform_scale__hover_enabled=”on|hover” transform_translate__hover_enabled=”on|desktop” transform_rotate__hover_enabled=”on|desktop” transform_skew__hover_enabled=”on|desktop” transform_origin__hover_enabled=”on|desktop” sticky_enabled=”0″][\/et_pb_image][et_pb_text _builder_version=”4.9.7″ _module_preset=”default” text_font=”||||||||” text_text_color=”#3BB6D5″ background_color=”RGBA(0,0,0,0)” custom_margin=”||5px||false|false”]<\/p>\n

Livre<\/p>\n

[\/et_pb_text][et_pb_text _builder_version=”4.9.7″ _module_preset=”default” custom_padding_tablet=”|10px|||false|false” custom_padding_phone=”|0px|||false|false” custom_padding_last_edited=”on|phone”]Du Community au Social Media Management<\/strong>
\nStrat\u00e9gies gagnantes pour g\u00e9rer une communaut\u00e9 et communiquer sur les r\u00e9seaux sociaux[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.9.0″ _module_preset=”default”][et_pb_image src=”https:\/\/www.editions-eni.fr\/livre\/seo-referencer-votre-site-sur-google-mobile-first-recherche-vocale-position-0-6e-edition-9782409018978_XL.jpg” alt=”Flutter D\u00e9veloppez vos applications mobiles multiplateformes avec Dart” title_text=”presentiel-web” url=”https:\/\/www.editions-eni.fr\/livre\/seo-referencer-votre-site-sur-google-mobile-first-recherche-vocale-position-0-6e-edition-9782409018978″ url_new_window=”on” _builder_version=”4.9.7″ _module_preset=”default” width_tablet=”85%” width_phone=”” width_last_edited=”on|tablet” custom_margin=”||10px||false|false” custom_margin_tablet=”” custom_margin_phone=”” custom_margin_last_edited=”on|desktop” hover_enabled=”0″ box_shadow_style=”preset3″ transform_styles__hover_enabled=”on|hover” transform_scale__hover=”105%|105%” transform_scale__hover_enabled=”on|hover” transform_translate__hover_enabled=”on|desktop” transform_rotate__hover_enabled=”on|desktop” transform_skew__hover_enabled=”on|desktop” transform_origin__hover_enabled=”on|desktop” sticky_enabled=”0″][\/et_pb_image][et_pb_text _builder_version=”4.9.7″ _module_preset=”default” text_font=”||||||||” text_text_color=”#3BB6D5″ background_color=”RGBA(0,0,0,0)” custom_margin=”||5px||false|false”]<\/p>\n

Livre<\/p>\n

[\/et_pb_text][et_pb_text _builder_version=”4.9.7″ _module_preset=”default” custom_padding_tablet=”|10px|||false|false” custom_padding_phone=”|0px|||false|false” custom_padding_last_edited=”on|phone”]SEO : r\u00e9f\u00e9rencer votre site sur Google<\/strong>
\nMobile First, recherche vocale, position 0…[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.9.0″ _module_preset=”default”][et_pb_image src=”https:\/\/www.editions-eni.fr\/blog\/wp-content\/uploads\/2021\/06\/presentiel-bureautique.jpg” alt=”formation en live” title_text=”formation en live” url=”https:\/\/www.eni-service.fr\/index.php\/fomation\/comprendre-et-ameliorer-le-referencement-naturel-de-son-site-web\/” url_new_window=”on” _builder_version=”4.9.7″ _module_preset=”default” width_tablet=”85%” width_phone=”” width_last_edited=”on|tablet” custom_margin=”||10px||false|false” custom_margin_tablet=”” custom_margin_phone=”” custom_margin_last_edited=”on|desktop” box_shadow_style=”preset3″ transform_styles__hover_enabled=”on|hover” transform_scale__hover=”105%|105%” transform_scale__hover_enabled=”on|hover” transform_translate__hover_enabled=”on|desktop” transform_rotate__hover_enabled=”on|desktop” transform_skew__hover_enabled=”on|desktop” transform_origin__hover_enabled=”on|desktop”][\/et_pb_image][et_pb_text _builder_version=”4.9.0″ _module_preset=”default” text_font=”||||||||” text_text_color=”#3BB6D5″ background_color=”RGBA(0,0,0,0)” custom_margin=”||5px||false|false”]<\/p>\n

Formation<\/p>\n

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Savez-vous que la crise sanitaire a permis aux entreprises fran\u00e7aises d\u2019acc\u00e9l\u00e9rer de presque 7 ans la communication digitale, par la mise en place d\u2019outils num\u00e9riques pour augmenter la visibilit\u00e9 et le chiffre d\u2019affaires ? 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