In your content strategy, a Establish a content style guide is essential for maintaining consistency and coherence in your message. To create this guiding document, I recommend peru phone number library that you include details on each of the following elements . Also, provide a concrete example each time to simplify the transmission of information to your communications team.
- Voice : Generally speaking, the active voice is preferred over the passive voice . However, it is possible that in certain circumstances it may be the opposite (for example, in a technical guide). If these are possible situations, note precisely in which cases each type of voice should be used.
- Point of view : Do you want to communicate in the first, second, or third person ? This time, I believe it’s essential to choose a single point of view and impose it on the creation of every type of content. Again, if there are exceptions, specify them.
- Vocabulary : Do you want to convey your messages using technical jargon or do you prefer to simplify the information ? This choice should primarily be made based on your target audience, although some specificities may exist.
Choose the distribution channels
The next step in establishing your editorial strategy is to define the channels you want to use to publish your content. Be aware, however, that you should n’t spread yourself too thin at first . It’s better to be very effective on a minimum number of the challenges of marketing in an increasingly digital world channels than mediocre on all of them.
In content marketing, certain platforms are considered essential for your editorial strategy to generate a good return on investment. Here, in my opinion, are the three essential distribution channels for online success.
- Website : This is the only online platform that you own entirely and can control . The website can be designed to fully match your branding and provide the content you want to be visible at a time of your choosing. Also consider adding a blog to increase your organic traffic.
- Emails : A periodic newsletter , as well as sales funnels , are the most effective communication channels in terms of ROI. They are therefore essential tools for selling your products and services or building customer loyalty.
- Social Media : Social media editorial strategy can’t be overlooked when planning your content delivery. Take the time to carefully choose the platforms that align with your brand and where you can reach your target audience .
In addition to this must-have list, you could also share your expertise through podcasts or YouTube videos . However, these communication channels are more specific and don’t work for every type of business . To determine whether you should use them, rely on your previous competitive analysis.
Set a publication cadence
Whether it’s SEO or digital communication, you should be aware that frequency is very important . On the one hand, your regularity sends a clear message to Google so that it sends its indexing robots to crawl your site on time. On the other hand, your audience gets used to your routine and gets used to reading your content on a regular basis.
Let us take two distinct ideas to illustrate this point.
- You publish 20 blog posts at once, then nothing . First of all, writing a lot of content has certainly affected its quality . Furthermore, your site isn’t dynamic , which is a bad indicator for your customers and your SEO.
- You publish one blog post per week . This time, you take the time to write quality content , according to the criteria defined previously. In addition, your blog is dynamic , so it ranks better on search engines and your customers visit it regularly.
I imagine you agree that the second idea is text services much more effective than the first! Therefore, to avoid variability in the dynamics of your publications, here is the minimum ideal frequency that I recommend you adopt.
- Blog posts : While the ideal would be at least one post per week , it’s best to stick to one post per month rather than setting the bar too high and then not being able to keep up.
- Social media posts : Due to its short-term visibility, social media activity should be more frequent than your blog. Aim to post at least once a week, although at least three times a week is optimal .
- Email newsletters : Often, the fear of harassing contacts prevents us from sending emails too frequently. However, the truth is that a weekly newsletter is more effective than sending one a month.
If you’re just starting out with your editorial strategy, I recommend planning for the bare minimum . Later, you’ll have plenty of opportunity to increase your publishing frequency . I believe that doing more is a positive warning, while doing the opposite can have a negative effect.