Have you heard of ”ย editorial lineย ,” but don’t understand exactlyย what it is . Or maybe you poland phone number library don’t know why it’s so importantย for yourย corporate communicationย or don’t haveย the necessary knowledge to create itย ? Not only will you get allย the answers to your questionsย , but you’ll also findย practical adviceย that will allow you toย get started right awayย โ!
ย Express reading: everything you need to know about the editorial line
Want to know the essentialsย of our editorial policyย right away ? Here are the key points!
Why is an editorial line important?
- Conveyย a consistent and coherent corporate identity
- Build credibility forย your brand
- Leadย content production
- Harmonizeย publications
- Synchronizeย teamwork
What are the steps to creating an editorial line?
- Determineย topics according to area of โโexpertise
- Specifyย the company’s objectives
- Targetย the typical customer avatar
- Personalizeย the message transmitted
- Analyzeย 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.
ย What is the definition of an editorial line?
An integral part of yourย content strategyย , the editorial line represents theย identity and credibility of a brandย . It is theย common threadย of your content creation. Once established, it allows you to convey aย coherent and consistent messageย to your audience.
First used by journalists in various media and the press, this practice has now become widespread in theย corporate communicationsย sector . Given the evolution of the digital world, it is not surprising that theย approach to creating textย on the Internet is inspired by what was done in a newspaper.
ย 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 aย guideline (a charter) which will direct the entire content creationย . The following points must therefore be taken into account to perfect your editorial line and give goodย direction to the content writingย .
- Whatย toneย ย should I use?
- Whatย informationย ย should be passed on?
- How to reach yourย targetโย ?
- Whatย topicsย should be covered?
- Whatย mediaย should I use?
- Whatย frequencyย ย should be established?
The editorial lineย guidesย ย yourย ย content marketingย ย and ensuresย consistencyย in your digital communication, in terms of both content and form. Therefore, establishing an editorial line is essential forย choosing the right topics and adapting the angleย from which you will approach these different themes. It allows you toย establish a guidelineย ,ย direct content creationย ย , andย maintain consistencyย in your publications.
Once established, your company’s positioning will be transcribed into aย reference documentย that will guide all content creators. This is why not only is an editorial line essential toย convey an effective messageย , but also toย synchronize and direct the editorial teamย .
In the editorial strategy example text services ย 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 lineย . Take your time to do this preliminary work, because only by analyzing all these points will you be ableย to establish the editorial line thatย fully suits you!
Determine the topics according to your area of โโexpertise
You are theย expert in your sectorย , so prove it by communicating on topics that youย knowย perfectly and thatย correspondย to your business! Starting from a basic theme, find a large number of sub-themes that you can address in the form ofย clustersย .
In addition toย answering all the questionsย your customers and prospects might have, youย ‘ll also improve your SEOย . This digital marketing technique allows you to demonstrate your expertise to Google, thus helping you succeed in your SEO.
Specify your objectives
First, think aboutย your company’s short-, medium-, and long-term goalsย .ย Thinkย 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:ย Simple, Measurable, Achievable, Realistic, Time-boundย .
Additionally,ย each publishing channelย must have its own unique purpose. What is the expected ROI on yourย sales pages, blog, and various social media channelsโย ? By tailoring your editorial line to each of these networks, you canย optimize their profitability and perfectly reach your target audienceย .
Target your typical customer avatar
During your market research, you have certainly established theย precise profile of your ideal audienceย . To achieve your goal and obtainย qualified leadsย from search engines, you must alsoย ย define your SEO personaย .
Analyzing these criteria will allow you toย accurately choose theย most suitable social media platforms. This step is also essential for the success of all yourย paid search engine marketingย (SEA) campaigns. Only by perfectly targeting yourย ย buyer personaย ย 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 determineย ย the tone you should adoptย in each of your publications.ย The themes to be addressed and the evolution of the messageย conveyed will thus result from all the previously conducted analyses.
This is why there are noย fixed rulesย that apply to business communication! Whether you use the formal “vous” or informal “tu” (in French), proximity or professionalism, it all depends onย the image you want to convey in order to best reach your target customerย . You have a wide choice available, even an infinite number, so have fun!
Analyze your competition
In content marketing, it’s always essential toย analyze your competitionย . First, you canย checkย whether your editorial line is a perfect fit for your industry. Plus, you mightย come up with ideasย you hadn’t considered during your preparation.
You can also understand their marketing strategy by checking theย frequency ofย their blog posts and theย social media platforms favoredย by your competitors. Additionally, be sure to carefullyย check the SERPย andย SEO data processingย to ensure the relevance