{"id":722,"date":"2021-10-22T14:55:41","date_gmt":"2021-10-22T13:55:41","guid":{"rendered":"https:\/\/www.spyke.be\/spyke-campus\/conseils-et-astuces\/"},"modified":"2021-10-22T14:55:41","modified_gmt":"2021-10-22T13:55:41","slug":"conseils-et-astuces","status":"publish","type":"page","link":"https:\/\/www.spyke.be\/fr\/spyke-campus\/conseils-et-astuces\/","title":{"rendered":"Conseils et astuces"},"content":{"rendered":"
\n
\n\t

Spyke campus<\/a><\/p>\n

Conseils et astuces<\/h1>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div>
\r\n
\r\n \r\n \r\n
\r\n
<\/div>\r\n
\r\n

Le marketing de contenu journalistique, bien plus que des articles<\/h2>\r\n

Wout Ectors \u2014 18\/06\/2026<\/h5>\r\n

Chez SPYKE, le marketing de contenu journalistique ne se r\u00e9sume pas \u00e0 r\u00e9diger des articles. Il se d\u00e9cline dans une grande diversit\u00e9 de formats et apporte surtout une vraie valeur ajout\u00e9e en amont de la production : dans la r\u00e9flexion, le questionnement, la strat\u00e9gie. Car le marketing de contenu journalistique est bien plus qu\u2019un savoir-faire \u00e9ditorial : c\u2019est une approche globale du contenu. <\/p>\n <\/div>\r\n <\/div>\r\n <\/a>\r\n \r\n \r\n

\r\n
<\/div>\r\n
\r\n

11 enseignements tir\u00e9s de notre GEO Workshop<\/h2>\r\n

Wout Ectors \u2014 10\/06\/2026<\/h5>\r\n

En mai, le strat\u00e8ge IA Joris Roebben, l\u2019architecte de contenu Chris Van Gils, le sp\u00e9cialiste SEO Jo Vankerckhoven et notre coll\u00e8gue Bart Lombaerts ont mis leur expertise en commun le temps d\u2019une session consacr\u00e9e au Generative Engine Optimization (GEO). R\u00e9sultat\u2009: une trentaine de participants repartis avec les id\u00e9es plus claires, mais surtout avec l\u2019envie de passer \u00e0 l\u2019action.<\/p>\n <\/div>\r\n <\/div>\r\n <\/a>\r\n \r\n \r\n

\r\n
<\/div>\r\n
\r\n

GEO : un ph\u00e9nom\u00e8ne qui appelle une feuille de route<\/h2>\r\n

Wout Ectors \u2014 04\/06\/2026<\/h5>\r\n

L\u2019optimisation pour les moteurs g\u00e9n\u00e9ratifs, ou Generative Engine Optimization (GEO), suscite un r\u00e9el int\u00e9r\u00eat parmi les content marketers. C\u2019est une excellente nouvelle ! \u00c0 l\u2019heure o\u00f9 les habitudes et les r\u00e9sultats de recherche sont profond\u00e9ment transform\u00e9s par l\u2019IA, les marques doivent s\u2019adapter pour rester pertinentes, visibles, trouvables\u2026 et appr\u00e9ci\u00e9es.<\/p>\n <\/div>\r\n <\/div>\r\n <\/a>\r\n \r\n \r\n

\r\n
<\/div>\r\n
\r\n

Ce que Taylor Swift apprend aux marketers sur le GEO<\/h2>\r\n

Bart Lombaert \u2014 01\/04\/2026<\/h5>\r\n

Les Large Language Models (LLM) transforment nos recherches en ligne \u2013 et cette \u00e9volution exige une approche strat\u00e9gique profond\u00e9ment diff\u00e9rente, bien au-del\u00e0 du simple maniement de mots-cl\u00e9s. Voil\u00e0 la th\u00e8se d\u00e9fendue par Bart Lombaerts, Head of Content, et son confr\u00e8re Chris Van Gils de ContentMoon, lors d’une session \u00e0 la FEB. Et de citer Taylor Swift comme exemple inspirant.<\/p>\n <\/div>\r\n <\/div>\r\n <\/a>\r\n \r\n \r\n

\r\n
<\/div>\r\n
\r\n

Peut-on cr\u00e9er du bon contenu uniquement avec l\u2019IA\u2009?<\/h2>\r\n

Wout Ectors \u2014 19\/03\/2026<\/h5>\r\n

C\u2019est la question que nous avons pos\u00e9e, via un sondage LinkedIn, aux meilleurs content marketers du pays. La tendance est nette\u2009: non, probablement pas. Une vision que nous partageons \u2013 et que nous souhaitons \u00e9tayer.<\/p>\n <\/div>\r\n <\/div>\r\n <\/a>\r\n \r\n \r\n

\r\n
<\/div>\r\n
\r\n

Branding en 2026 : des p\u00e2tissiers avis\u00e9s qui fa\u00e7onnent la marque avec le content marketing<\/h2>\r\n

Wout Ectors \u2014 03\/03\/2026<\/h5>\r\n

Pendant longtemps, le content marketing n\u2019a constitu\u00e9 que la simple base du g\u00e2teau \u00e0 la cr\u00e8me qu\u2019\u00e9tait la publicit\u00e9. Les p\u00e2tissiers consacraient certes beaucoup d\u2019attention au branding, mais au prix d\u2019investissements cons\u00e9quents dans des spots inoubliables. Aujourd\u2019hui, la donne a chang\u00e9. \u00c0 mesure que la publicit\u00e9 \u00e9volue vers le performance marketing, les plans de contenu intelligents deviennent un levier essentiel de construction de la marque. Le content marketing s\u2019impose ainsi comme l\u2019ingr\u00e9dient principal, les campagnes publicitaires n\u2019\u00e9tant plus que les fraises en garniture. <\/p>\n <\/div>\r\n <\/div>\r\n <\/a>\r\n \r\n \r\n

\r\n
<\/div>\r\n
\r\n

La recherche z\u00e9ro-clic : comment moins de recherches cr\u00e9ent une \u00e9norme opportunit\u00e9<\/h2>\r\n

Wout Ectors \u2014 26\/06\/2025<\/h5>\r\n

Vous l\u2019aurez sans doute d\u00e9j\u00e0 remarqu\u00e9 : les Google AI Overviews ont d\u00e9barqu\u00e9 en Belgique. En haut de la liste habituelle des pages Web, vous voyez d\u00e9sormais appara\u00eetre une synth\u00e8se g\u00e9n\u00e9r\u00e9e par l\u2019IA. Il ne s\u2019agit pas d\u2019une innovation isol\u00e9e, mais d\u2019une nouvelle phase d\u2019une tendance claire vers la recherche sans clic. L\u2019impact sur le marketing de contenu est important. Tr\u00e8s important.<\/p>\n <\/div>\r\n <\/div>\r\n <\/a>\r\n \r\n \r\n

\r\n
<\/div>\r\n
\r\n

Trouver le bon \u00e9quilibre entre contenus planifi\u00e9s et ad hoc<\/h2>\r\n

Wout Ectors \u2014 12\/06\/2025<\/h5>\r\n

\u00ab Quel pourcentage de votre contenu est planifi\u00e9 ? \u00bb, avons-nous demand\u00e9 il y a quelque temps par le biais d\u2019un sondage sur LinkedIn. \u00c0 notre grande satisfaction, nous avons constat\u00e9 que la plupart pr\u00e9f\u00e8rent \u00e9viter les extr\u00eames \u2013 un planning rigide versus une production de contenus enti\u00e8rement al\u00e9atoire. Car la cl\u00e9 du succ\u00e8s r\u00e9side bel et bien dans le juste \u00e9quilibre. Reste \u00e0 savoir comment le trouver\u2026<\/p>\n <\/div>\r\n <\/div>\r\n <\/a>\r\n \r\n

\r\n 1<\/span>\n2<\/a>\n\u2026<\/span>\n5<\/a>\n6<\/a>\nSuivant <\/i><\/a> <\/div>\r\n <\/div>\r\n<\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":716,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-722","page","type-page","status-publish","hentry"],"yoast_head":"\nConseils et astuces - Spyke<\/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:\/\/www.spyke.be\/fr\/spyke-campus\/conseils-et-astuces\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Conseils et astuces - Spyke\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.spyke.be\/fr\/spyke-campus\/conseils-et-astuces\/\" \/>\n<meta property=\"og:site_name\" content=\"Spyke\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.spyke.be\/fr\/spyke-campus\/conseils-et-astuces\/\",\"url\":\"https:\/\/www.spyke.be\/fr\/spyke-campus\/conseils-et-astuces\/\",\"name\":\"Conseils et astuces - Spyke\",\"isPartOf\":{\"@id\":\"https:\/\/www.spyke.be\/fr\/#website\"},\"datePublished\":\"2021-10-22T13:55:41+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/www.spyke.be\/fr\/spyke-campus\/conseils-et-astuces\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.spyke.be\/fr\/spyke-campus\/conseils-et-astuces\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.spyke.be\/fr\/spyke-campus\/conseils-et-astuces\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.spyke.be\/fr\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"SPYKE campus\",\"item\":\"https:\/\/www.spyke.be\/fr\/spyke-campus\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Conseils et astuces\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.spyke.be\/fr\/#website\",\"url\":\"https:\/\/www.spyke.be\/fr\/\",\"name\":\"Spyke\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.spyke.be\/fr\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-FR\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Conseils et astuces - Spyke","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.spyke.be\/fr\/spyke-campus\/conseils-et-astuces\/","og_locale":"fr_FR","og_type":"article","og_title":"Conseils et astuces - Spyke","og_url":"https:\/\/www.spyke.be\/fr\/spyke-campus\/conseils-et-astuces\/","og_site_name":"Spyke","twitter_card":"summary_large_image","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.spyke.be\/fr\/spyke-campus\/conseils-et-astuces\/","url":"https:\/\/www.spyke.be\/fr\/spyke-campus\/conseils-et-astuces\/","name":"Conseils et astuces - Spyke","isPartOf":{"@id":"https:\/\/www.spyke.be\/fr\/#website"},"datePublished":"2021-10-22T13:55:41+00:00","breadcrumb":{"@id":"https:\/\/www.spyke.be\/fr\/spyke-campus\/conseils-et-astuces\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.spyke.be\/fr\/spyke-campus\/conseils-et-astuces\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.spyke.be\/fr\/spyke-campus\/conseils-et-astuces\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.spyke.be\/fr\/"},{"@type":"ListItem","position":2,"name":"SPYKE campus","item":"https:\/\/www.spyke.be\/fr\/spyke-campus\/"},{"@type":"ListItem","position":3,"name":"Conseils et astuces"}]},{"@type":"WebSite","@id":"https:\/\/www.spyke.be\/fr\/#website","url":"https:\/\/www.spyke.be\/fr\/","name":"Spyke","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.spyke.be\/fr\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-FR"}]}},"_links":{"self":[{"href":"https:\/\/www.spyke.be\/fr\/wp-json\/wp\/v2\/pages\/722","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.spyke.be\/fr\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.spyke.be\/fr\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.spyke.be\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.spyke.be\/fr\/wp-json\/wp\/v2\/comments?post=722"}],"version-history":[{"count":1,"href":"https:\/\/www.spyke.be\/fr\/wp-json\/wp\/v2\/pages\/722\/revisions"}],"predecessor-version":[{"id":723,"href":"https:\/\/www.spyke.be\/fr\/wp-json\/wp\/v2\/pages\/722\/revisions\/723"}],"up":[{"embeddable":true,"href":"https:\/\/www.spyke.be\/fr\/wp-json\/wp\/v2\/pages\/716"}],"wp:attachment":[{"href":"https:\/\/www.spyke.be\/fr\/wp-json\/wp\/v2\/media?parent=722"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}