{"id":8173,"date":"2024-08-23T16:34:00","date_gmt":"2024-08-23T16:34:00","guid":{"rendered":"https:\/\/encorecanada.wpenginepowered.com\/?post_type=industry-insights&#038;p=8173"},"modified":"2025-08-22T16:21:33","modified_gmt":"2025-08-22T16:21:33","slug":"creez-un-contenu-devenement-convaincant-3-essentiels-du-storytelling","status":"publish","type":"industry-insights","link":"https:\/\/www.encore-emea.com\/fr\/event-planning-resources\/industry-insights\/creez-un-contenu-devenement-convaincant-3-essentiels-du-storytelling\/","title":{"rendered":"Cr\u00e9ez un contenu d\u2019\u00e9v\u00e9nement convaincant : 3 essentiels du storytelling"},"content":{"rendered":"<div class=\"custom-block padding--bottom \" > <div class=\"breadcrumb-container\"><div class=\"container\"><nav class=\"breadcrumb\"><div class=\"breadcrumb__home\"><a href=\"https:\/\/www.encore-emea.com\/fr\/\"><span class=\"breadcrumb__home__icon\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" fill=\"none\"><path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M12.1919 7.02537C12.0673 6.99154 11.9325 6.99154 11.8079 7.02537C11.7896 7.03034 11.7359 7.04697 11.5943 7.14418C11.4414 7.24911 11.2514 7.40082 10.9417 7.64961L7.1004 10.7346C6.73765 11.026 6.70113 11.0657 6.68057 11.0936C6.64692 11.139 6.62568 11.1841 6.61376 11.226L6.61333 11.2279C6.61333 11.2279 6.61235 11.2327 6.6115 11.2386C6.60971 11.2509 6.60718 11.2733 6.60506 11.3128C6.60033 11.4008 6.6 11.517 6.6 11.7234V17H9.4V15.0628C9.4 13.6205 10.6465 12.5943 12 12.5943C13.3535 12.5943 14.6 13.6205 14.6 15.0628V17H17.4V11.7234C17.4 11.5175 17.3996 11.4012 17.3948 11.3135C17.3927 11.2742 17.3901 11.2517 17.3883 11.2393C17.3874 11.2333 17.3864 11.2283 17.3864 11.2283L17.3859 11.226C17.3734 11.1821 17.352 11.1373 17.3197 11.0936C17.2991 11.0658 17.2626 11.0261 16.8998 10.7346L13.0598 7.65062C12.7496 7.40152 12.5593 7.24956 12.4062 7.14448C12.2643 7.0471 12.2104 7.03038 12.1919 7.02537ZM19.4 17V11.7234C19.4 11.699 19.4 11.6744 19.4001 11.6498C19.4007 11.3339 19.4013 11.0009 19.3094 10.6784C19.2298 10.3987 19.0999 10.1372 18.9277 9.9043C18.7319 9.63963 18.4719 9.43143 18.2108 9.22229C18.1912 9.20663 18.1717 9.19097 18.1521 9.17528L14.2876 6.07159C14.0103 5.84887 13.7608 5.64843 13.5378 5.49541C13.297 5.33019 13.0335 5.18143 12.7159 5.09521C12.2482 4.96826 11.7517 4.96826 11.284 5.09521C10.9665 5.1814 10.7031 5.33011 10.4626 5.49518C10.2401 5.64788 9.99113 5.84782 9.71468 6.06987L5.84804 9.17528C5.8286 9.19089 5.80915 9.20647 5.78971 9.22204C5.52834 9.43135 5.26837 9.63955 5.07256 9.9043C4.90155 10.1355 4.7704 10.3967 4.69019 10.6784C4.59861 11.0001 4.59927 11.3329 4.5999 11.6467C4.59995 11.6724 4.6 11.698 4.6 11.7234V17H4C3.44772 17 3 17.4477 3 18C3 18.5523 3.44772 19 4 19H20C20.5523 19 21 18.5523 21 18C21 17.4477 20.5523 17 20 17H19.4ZM12.6 17V15.0628C12.6 14.883 12.4138 14.5943 12 14.5943C11.5862 14.5943 11.4 14.883 11.4 15.0628V17H12.6Z\" fill=\"#1F1646\"\/><\/svg> <\/span><span class=\"breadcrumb__home__name\">Accueil <\/span><\/a><span class=\"delimiter\">\/<\/span><\/div><div class=\"breadcrumb__parents\"> <button class=\"text breadcrumb__parents__menu\">&#8230; &nbsp;\/<\/button><\/div><div class=\"breadcrumb__dropdown shadow\"><\/div><div class=\"breadcrumb__current\"><span>Cr\u00e9ez un contenu d\u2019\u00e9v\u00e9nement convaincant : 3 essentiels du storytelling<\/span><\/div><\/nav><\/div><\/div> <\/div>\n\n<div class=\"custom-block padding--bottom \" > <div class=\"single-resource-hero\" id=\"block_92e75bc6d6b4a088d755921842aaf5c7\" data-theme=\"midnight-elegance\"><div class=\"wrap-shapes\"><div class=\"container\"><div class=\"shapes shapes--bottom\"><svg width=\"133\" height=\"91\" viewBox=\"0 0 133 91\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M9.87022 19.5547L19 28.5581L9.87022 37.5615L0.740437 28.5581L9.87022 19.5547Z\" fill=\"var(--color2)\"\/><path d=\"M47.9562 0.000174339L71 22.7251L47.9562 45.45L24.9124 22.7251L47.9562 0.000174339Z\" fill=\"var(--color2)\"\/><path d=\"M38.9138 55.1376L53 69.0288L38.9139 82.92L24.8277 69.0288L38.9138 55.1376Z\" fill=\"var(--color3)\"\/><path d=\"M96.7761 19.3633L133 55.0859L96.776 90.8086L60.5521 55.0859L96.7761 19.3633Z\" fill=\"var(--color1)\"\/><\/svg><\/div><\/div><\/div><div class=\"container\"><div class=\"row align-center justify-between mobile-reverse\"><div class=\"col-lg-5\"><div class=\"resource-hero__content text--left\"> <h1 class=\"title headline\" data-pinnable>Cr\u00e9ez un contenu d\u2019\u00e9v\u00e9nement convaincant : 3 essentiels du storytelling<\/h1>  <span class=\"eyebrow eyebrow--sm resource-hero__content__date\">ao\u00fbt 23, 2024 <\/span> <div class=\"text\" data-pinnable><p>Captez l\u2019attention, \u00e9veillez la curiosit\u00e9 et laissez une impression durable.<\/p>\n<\/div>   <\/div><\/div><div class=\"col-lg-7\"> <div class=\"wrap-image   wrap-image--fill \" id=\"video-block_92e75bc6d6b4a088d755921842aaf5c7\" data-pinnable>  <picture><source media=\"(min-width: 1200px)\" srcset=\"https:\/\/www.encore-emea.com\/wp-content\/uploads\/2025\/04\/encoremarketing_a_presenter_on_stage_at_a_conf.webp\" type=\"image\/webp\"><source media=\"(min-width: 768px)\" srcset=\"https:\/\/www.encore-emea.com\/wp-content\/uploads\/2025\/04\/encoremarketing_a_presenter_on_stage_at_a_conf-1200x347.webp\" type=\"image\/webp\"><source media=\"(min-width: 400px)\" srcset=\"https:\/\/www.encore-emea.com\/wp-content\/uploads\/2025\/04\/encoremarketing_a_presenter_on_stage_at_a_conf-768x222.webp\" type=\"image\/webp\"><source srcset=\"https:\/\/www.encore-emea.com\/wp-content\/uploads\/2025\/04\/encoremarketing_a_presenter_on_stage_at_a_conf-450x130.webp\" type=\"image\/webp\"><img decoding=\"async\" src=\"https:\/\/www.encore-emea.com\/wp-content\/uploads\/2025\/04\/encoremarketing_a_presenter_on_stage_at_a_conf.jpg\" loading=\"lazy\" alt=\"Encore presenter on stage at a conference\"><\/picture>   <\/div><\/div><\/div><\/div><\/div><\/div><\/div> <\/div>\n\n\n<div class=\"custom-row \">\n    <div class=\"container \">\n        <div class=\"row\">\n\n<div class=\"col-md-7 col-lg-8 col-xl-9 \">\n    <div class=\"acf-innerblocks-container\">\n<div class=\"custom-block \" > <div class=\"text-block\"><div class=\"container container--fluid\"><div class=\"\">  <div class=\"text\" data-pinnable><p>Dans le paysage en constante \u00e9volution d\u2019aujourd\u2019hui, la fa\u00e7on dont les gens consomment le contenu a rapidement chang\u00e9. Qu\u2019est-ce que cela signifie pour les professionnels des r\u00e9unions et \u00e9v\u00e9nements? Vous avez probablement d\u00fb relever des d\u00e9fis uniques pour capter (et maintenir) l\u2019attention de votre auditoire afin d\u2019offrir une exp\u00e9rience m\u00e9morable.<\/p>\n<p>Pour relever ces d\u00e9fis, consid\u00e9rons quelques faits cl\u00e9s sur l\u2019audience :<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.encore-emea.com\/wp-content\/uploads\/2025\/04\/encoremarketing_a_large_corporate.jpg\" alt=\"Un grand \u00e9v\u00e9nement corporatif pr\u00e9sent\u00e9 par Encore\"\/><\/p>\n<ul>\n<li><strong>Diminution de la capacit\u00e9 d\u2019attention :<\/strong> Avec la prolif\u00e9ration des t\u00e9l\u00e9phones intelligents, la capacit\u00e9 d\u2019attention moyenne des adultes a fortement diminu\u00e9. Il est devenu plus difficile que jamais d\u2019encourager les participants \u00e0 se d\u00e9connecter de leurs appareils.<\/li>\n<li><strong>Attentes plus \u00e9lev\u00e9es pour le contenu :<\/strong> Qu\u2019il s\u2019agisse des \u00e9missions de diffusion en continu que les gens adorent, la valeur de production a explos\u00e9. Par exemple, un \u00e9pisode de <a href=\"https:\/\/www.netflix.com\/title\/80025678\" target=\"_blank\" rel=\"noopener\"><strong>The Crown<\/strong><\/a> co\u00fbte en moyenne 13 millions $, et des s\u00e9ries comme <a href=\"https:\/\/www.netflix.com\/title\/80057281\" target=\"_blank\" rel=\"noopener\"><strong>Stranger Things<\/strong><\/a> se chiffrent d\u00e9sormais entre 4 et 7 millions $ par \u00e9pisode.<\/li>\n<li><strong>Attentes plus \u00e9lev\u00e9es pour du contenu digeste :<\/strong> Gr\u00e2ce \u00e0 des plateformes comme TikTok, qui livrent un contenu rapide et hypercibl\u00e9 \u00e0 1,67 milliard d\u2019utilisateurs, la barre de l\u2019engagement est extr\u00eamement \u00e9lev\u00e9e. Vos participants avertis sont habitu\u00e9s \u00e0 trouver et interagir imm\u00e9diatement avec du contenu s\u00e9lectionn\u00e9 pour eux. Pour m\u00e9riter (et conserver!) leur attention, votre contenu doit r\u00e9pondre \u00e0 ces attentes accrues.<\/li>\n<\/ul>\n<p>Compte tenu de l\u2019impact de ces tendances, il est devenu plus difficile de divertir et d\u2019engager un auditoire, et plus facile de le distraire.<\/p>\n<p>Alors, que devez-vous garder \u00e0 l\u2019esprit pour que votre contenu soit percutant et laisse une impression durable aupr\u00e8s de vos participants?<\/p>\n<p>Poursuivez votre lecture pour d\u00e9couvrir des id\u00e9es qui peuvent r\u00e9volutionner votre storytelling.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.encore-emea.com\/wp-content\/uploads\/2025\/04\/Image_3_EngagedAudience.jpg\" alt=\"Public engag\u00e9 lors d\u2019un \u00e9v\u00e9nement\"\/><\/p>\n<h3>L\u2019engagement est une mesure qui compte<\/h3>\n<p><a href=\"https:\/\/www.encore-emea.com\/event-planning-resources\/\" target=\"_blank\" rel=\"noopener\"><strong>Un r\u00e9cent sondage Encore<\/strong><\/a> a r\u00e9v\u00e9l\u00e9 que les planificateurs priorisent l\u2019engagement des participants et la diffusion de contenu avanc\u00e9. Pour repenser votre strat\u00e9gie de contenu et regagner le c\u0153ur et l\u2019esprit de votre public, voici trois approches puissantes \u00e0 consid\u00e9rer :<\/p>\n<h3>1. Favorisez la communaut\u00e9 gr\u00e2ce au contenu<\/h3>\n<p><img decoding=\"async\" src=\"https:\/\/www.encore-emea.com\/wp-content\/uploads\/2025\/04\/9-AAN_Header-Carousel_5_1200x700-768x449.jpg\" alt=\"Exemple de campagne sociale Ice Bucket Challenge\" width=\"178\"\/>Souvenez-vous du Ice Bucket Challenge, qui a uni les gens autour d\u2019une cause commune ? Il a mis la SLA et la mission de l\u2019ALS Association \u00e0 l\u2019avant-plan.<\/p>\n<p>Le contenu cr\u00e9\u00e9 autour de ce d\u00e9fi sur les r\u00e9seaux sociaux \u00e9tait non seulement accrocheur, mais incitait aussi \u00e0 une action imm\u00e9diate et r\u00e9alisable.<\/p>\n<p>Participer \u00e9tait peu co\u00fbteux, simple (sauf pour le choc de l\u2019eau glac\u00e9e), captivant et surtout r\u00e9p\u00e9table. L\u2019appel \u00e0 l\u2019action a rassembl\u00e9 les individus dans une communaut\u00e9 poursuivant un objectif commun.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.encore-emea.com\/wp-content\/uploads\/2025\/04\/IceBucketChallenge.jpg\" alt=\"Des personnes versent des seaux d\u2019eau glac\u00e9e sur leur t\u00eate dans le cadre du Ice Bucket Challenge.\"\/><\/p>\n<h3>2. Cr\u00e9ez un fil conducteur gr\u00e2ce \u00e0 votre storytelling<\/h3>\n<p>Votre contenu devrait tisser un r\u00e9cit captivant tout au long du parcours des participants, du premier contact aux communications post-\u00e9v\u00e9nement. Mais ne cr\u00e9ez pas de contenu qui s\u2019arr\u00eate l\u00e0.<\/p>\n<p>Bien que le contenu pr\u00e9sent\u00e9 sur sc\u00e8ne soit le point fort des sessions, pour vraiment r\u00e9sonner, r\u00e9fl\u00e9chissez \u00e0 la fa\u00e7on dont votre programmation s\u2019int\u00e8gre aux conversations plus larges qui animent vos communaut\u00e9s.<\/p>\n<p>En concevant un contenu pertinent pour vos participants et en phase avec le monde qui les entoure, vous pouvez faire de votre \u00e9v\u00e9nement un chapitre d\u2019un r\u00e9cit plus vaste et plus puissant.<\/p>\n<\/div><\/div><\/div><\/div> <\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"col-md-5 col-lg-4 col-xl-3  blog-sidebar\">\n    <div class=\"acf-innerblocks-container\">\n<div class=\"custom-block padding--bottom \" > <div class=\"related-blog-post\" data-locked><div class=\"container\"><div class=\"related-blog-post__headline\"><h2 class=\"title title--md\">Related Blogs<\/h2><\/div><div class=\"cards-grid\"><div class=\"card\"><a 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