Editorial Strategy: The Guide to an Effective Content Strategy
Posted: Mon Dec 09, 2024 10:27 am
The editorial strategy, or content strategy, is responsible for organizing the creation, publication and distribution of content. Tone, style, formats, frequency, etc., everything is defined according to your target and your objectives.
Creating content for a business is good, but it is not a question of creating it haphazardly, at least if we hope for results. Indeed, a certain consistency is required, both in form and substance. The content must therefore meet objectives, address targeted audiences, and above all strengthen the brand image of your company. Let's also not forget that upstream, it is necessary to define all possible means of action.
But that’s exactly what an editorial strategy allows you to do. It frames your company’s content creation with relevant ideas delivered in a single voice: that of the brand.
In short, developing an editorial strategy is an essential phase for effective content marketing . But how do you go about it when you've never done it before? We'll explain everything to you.
A writer writes a document on his computer
Editorial strategy: definition
Producing content to promote your business, develop its fantuan database reputation and generate sales cannot be improvised. You must already define the type of content, the message to convey, the distribution method, the right time to publish, but also the way you want to speak to your customers and/or prospects.
An editorial strategy is, as such, a tool that brings together all the determining elements to produce quality, relevant and effective content . In addition, it allows you to maintain the consistency of your content on the various platforms used (social networks, blog, website, etc.).
Generally speaking, the editorial strategy is based on the company's overall digital strategy, which it must reflect: mission, values, expertise, major objectives, etc. As you will have understood, it involves first questioning your positioning in relation to the competition . What differentiates you from the competition? What is the added value that you bring to your customers and prospects?
Often confused with the editorial line, the editorial strategy goes well beyond the simple definition of the rules to be respected. It is at the heart of content marketing since it sets out all the strategic choices and resources necessary for the company's communication.
As we will see, developing an editorial strategy involves several stages and different tools, such as the editorial charter or the editorial schedule .
But what you need to remember here is that an editorial strategy must always be developed over the long term . Indeed, content marketing does not produce results overnight, unlike SEA ( Search Engine Advertising , or paid advertising). It takes between 4 and 6 months, on average, to obtain significant and lasting results.
Good to know: It seems more than judicious to combine editorial strategy and natural referencing strategy ( SEO , Search Engine Optimization ).
Editorial strategy: the challenges and advantages
When you embark on your editorial strategy, it is not just a matter of creating the various documents and then leaving them aside. This strategy addresses several issues :
Plan, organize and anticipate the creation of content for a very specific period;
Build or strengthen the company's brand image;
Guide the editorial team (internal or external) in the production of content using a clear common thread;
Allow for the continuing training of employees or the training of new employees.
If the editorial strategy meets these challenges, it is because it is not without advantages if it is well conducted :
Speak with a united voice, regardless of the platforms or formats used (social networks, blog articles, premium content such as white papers , webinars , etc.);
Improve marketing and sales results through consistent branding;
Improve the customer and user experience via a conversion funnel or personalized purchasing journey;
Improve Internet user engagement by meeting their expectations and needs;
Promote the natural referencing of online content using relevant keywords linked to your field of activity and your expertise.
To summarize, an editorial strategy guarantees the harmony, coherence, relevance, personalization and performance of your content, while reinforcing the identification and visibility of your brand .
Ebook
Capture attention with a powerful editorial strategy!
Download the e-book!
Editorial strategy: best practices
If you have been paying attention to the above, you will understand that it is not enough to ask yourself a few questions to set up an editorial strategy. No, it is a little more complex and accomplished. But an additional point that we have not mentioned so far, the editorial strategy must also be clearly formalized in writing.
Creating content for a business is good, but it is not a question of creating it haphazardly, at least if we hope for results. Indeed, a certain consistency is required, both in form and substance. The content must therefore meet objectives, address targeted audiences, and above all strengthen the brand image of your company. Let's also not forget that upstream, it is necessary to define all possible means of action.
But that’s exactly what an editorial strategy allows you to do. It frames your company’s content creation with relevant ideas delivered in a single voice: that of the brand.
In short, developing an editorial strategy is an essential phase for effective content marketing . But how do you go about it when you've never done it before? We'll explain everything to you.
A writer writes a document on his computer
Editorial strategy: definition
Producing content to promote your business, develop its fantuan database reputation and generate sales cannot be improvised. You must already define the type of content, the message to convey, the distribution method, the right time to publish, but also the way you want to speak to your customers and/or prospects.
An editorial strategy is, as such, a tool that brings together all the determining elements to produce quality, relevant and effective content . In addition, it allows you to maintain the consistency of your content on the various platforms used (social networks, blog, website, etc.).
Generally speaking, the editorial strategy is based on the company's overall digital strategy, which it must reflect: mission, values, expertise, major objectives, etc. As you will have understood, it involves first questioning your positioning in relation to the competition . What differentiates you from the competition? What is the added value that you bring to your customers and prospects?
Often confused with the editorial line, the editorial strategy goes well beyond the simple definition of the rules to be respected. It is at the heart of content marketing since it sets out all the strategic choices and resources necessary for the company's communication.
As we will see, developing an editorial strategy involves several stages and different tools, such as the editorial charter or the editorial schedule .
But what you need to remember here is that an editorial strategy must always be developed over the long term . Indeed, content marketing does not produce results overnight, unlike SEA ( Search Engine Advertising , or paid advertising). It takes between 4 and 6 months, on average, to obtain significant and lasting results.
Good to know: It seems more than judicious to combine editorial strategy and natural referencing strategy ( SEO , Search Engine Optimization ).
Editorial strategy: the challenges and advantages
When you embark on your editorial strategy, it is not just a matter of creating the various documents and then leaving them aside. This strategy addresses several issues :
Plan, organize and anticipate the creation of content for a very specific period;
Build or strengthen the company's brand image;
Guide the editorial team (internal or external) in the production of content using a clear common thread;
Allow for the continuing training of employees or the training of new employees.
If the editorial strategy meets these challenges, it is because it is not without advantages if it is well conducted :
Speak with a united voice, regardless of the platforms or formats used (social networks, blog articles, premium content such as white papers , webinars , etc.);
Improve marketing and sales results through consistent branding;
Improve the customer and user experience via a conversion funnel or personalized purchasing journey;
Improve Internet user engagement by meeting their expectations and needs;
Promote the natural referencing of online content using relevant keywords linked to your field of activity and your expertise.
To summarize, an editorial strategy guarantees the harmony, coherence, relevance, personalization and performance of your content, while reinforcing the identification and visibility of your brand .
Ebook
Capture attention with a powerful editorial strategy!
Download the e-book!
Editorial strategy: best practices
If you have been paying attention to the above, you will understand that it is not enough to ask yourself a few questions to set up an editorial strategy. No, it is a little more complex and accomplished. But an additional point that we have not mentioned so far, the editorial strategy must also be clearly formalized in writing.