Have you heard of ” editorial line ,” but don’t understand exactly what it is . Or maybe you poland phone number library don’t know why it’s so important for your corporate communication or don’t have the necessary knowledge to create it ? Not only will you get all the answers to your questions , but you’ll also find practical advice that will allow you to get started right away !
Express reading: everything you need to know about the editorial line
Want to know the essentials of our editorial policy right away ? Here are the key points!
Why is an editorial line important?
- Convey a consistent and coherent corporate identity
- Build credibility for your brand
- Lead content production
- Harmonize publications
- Synchronize teamwork
What are the steps to creating an editorial line?
- Determine topics according to area of expertise
- Specify the company’s objectives
- Target the typical customer avatar
- Personalize the message transmitted
- Analyze the competition
As you read the rest of this blog post, you will find details how are companies delivering a better customer experience? on each of these elements.
What is the definition of an editorial line?
An integral part of your content strategy , the editorial line represents the identity and credibility of a brand . It is the common thread of your content creation. Once established, it allows you to convey a coherent and consistent message to your audience.
First used by journalists in various media and the press, this practice has now become widespread in the corporate communications sector . Given the evolution of the digital world, it is not surprising that the approach to creating text on the Internet is inspired by what was done in a newspaper.
Why define an editorial line?
Even before putting a website online, publishing the first article on a blog or communicating on social networks, the editor-in-chief establishes a guideline (a charter) which will direct the entire content creation . The following points must therefore be taken into account to perfect your editorial line and give good direction to the content writing .
- What tone should I use?
- What information should be passed on?
- How to reach your target ?
- What topics should be covered?
- What media should I use?
- What frequency should be established?
The editorial line guides your content marketing and ensures consistency in your digital communication, in terms of both content and form. Therefore, establishing an editorial line is essential for choosing the right topics and adapting the angle from which you will approach these different themes. It allows you to establish a guideline , direct content creation , and maintain consistency in your publications.
Once established, your company’s positioning will be transcribed into a reference document that will guide all content creators. This is why not only is an editorial line essential to convey an effective message , but also to synchronize and direct the editorial team .
In the editorial strategy example text services I recently published . I explained how Boris and his team managed to achieve their goals in just a few months. Here are the elements they considered to create a highly effective editorial line . Take your time to do this preliminary work, because only by analyzing all these points will you be able to establish the editorial line that fully suits you!
Determine the topics according to your area of expertise
You are the expert in your sector , so prove it by communicating on topics that you know perfectly and that correspond to your business! Starting from a basic theme, find a large number of sub-themes that you can address in the form of clusters .
In addition to answering all the questions your customers and prospects might have, you ‘ll also improve your SEO . This digital marketing technique allows you to demonstrate your expertise to Google, thus helping you succeed in your SEO.
Specify your objectives
First, think about your company’s short-, medium-, and long-term goals . Think not only about revenue, but also about the company’s organization and your personal goals. A great way to do this is to set SMART goals: Simple, Measurable, Achievable, Realistic, Time-bound .
Additionally, each publishing channel must have its own unique purpose. What is the expected ROI on your sales pages, blog, and various social media channels ? By tailoring your editorial line to each of these networks, you can optimize their profitability and perfectly reach your target audience .
Target your typical customer avatar
During your market research, you have certainly established the precise profile of your ideal audience . To achieve your goal and obtain qualified leads from search engines, you must also define your SEO persona .
Analyzing these criteria will allow you to accurately choose the most suitable social media platforms. This step is also essential for the success of all your paid search engine marketing (SEA) campaigns. Only by perfectly targeting your buyer persona will you be able to move on to the next step!
Personalize your message
Based on your reader’s profile and your company’s personality, you can determine the tone you should adopt in each of your publications. The themes to be addressed and the evolution of the message conveyed will thus result from all the previously conducted analyses.
This is why there are no fixed rules that apply to business communication! Whether you use the formal “vous” or informal “tu” (in French), proximity or professionalism, it all depends on the image you want to convey in order to best reach your target customer . You have a wide choice available, even an infinite number, so have fun!
Analyze your competition
In content marketing, it’s always essential to analyze your competition . First, you can check whether your editorial line is a perfect fit for your industry. Plus, you might come up with ideas you hadn’t considered during your preparation.
You can also understand their marketing strategy by checking the frequency of their blog posts and the social media platforms favored by your competitors. Additionally, be sure to carefully check the SERP and SEO data processing to ensure the relevance