Image created with Dall-E to symbolize the editorial line.
Posted: Sat Dec 07, 2024 8:29 am
How to define your editorial line?
Marketing
March 6, 2024
Table of contents hide
1 What is an editorial line?
2 6 steps to define your editorial line
3 An example of an editorial line
The guiding principle of your web content strategy, the editorial malaysia whatsapp b line is essential to maintain consistency in the content offered, especially if it is written by different people and/or you subcontract this part of your communication.
Don't worry, it's not complicated! Follow the guide and you will come up with an editorial charter , which like your graphic charter, will be part of your brand's DNA .
Discover the Corner SEO training!
What is an editorial line?
After establishing your editorial strategy using the 5W method, it is time to define an editorial line for your website and blog. This step is a deepening of the inbound marketing strategy , you can also carry it out in parallel.
The editorial line is a guideline, the common thread for your company blog . It is also used in journalism. Each newspaper has its own editorial positioning that defines the types of content published but also the tone used and the way of addressing their audience.
It's the same in web marketing.
I'm not talking about social media here (because that's not my specialty) but they too must follow a specific editorial line adapted to the audience present on the chosen social network.
6 steps to define your editorial line
1- Choose the themes you are going to cover
Once you've defined your content strategy, you should have started thinking about what topics you're going to talk about on your blog. Now it's time to dig deeper.
Make sure to choose content that is interesting for your readership. Content production must also allow you to meet the expectations of your targets and the defined communication objectives : loyalty, awareness, brand image, increase in the conversion rate, improvement of your natural referencing, etc.
Each of the contents broadcast must help promote your message .
2- Define the level of technicality of your editorial content
It should be tailored to your persona .
Are you reaching out to experts in your industry? This is the case if you sell B2B for example.
To the general public for whom a technical field will need to be popularized?
In between? In this case, several levels of editorial content will be required.
Try to be specific about the level of technicality to be achieved. This will help when writing articles, especially if you delegate this part to a web editor.
You will know whether to develop specific content, fun content, editorial content, entertaining content, etc. In all cases, focus on content with high added value for your target. You won't go wrong!
Read also: Company values: how to define them?
3- Determine the keywords relevant to your business
If in the digital marketing strategy you have implemented, you have not taken an in-depth look at keywords, now is the time to do so when defining your editorial line.
Start by listing all the keywords you would like to be present on. Take out everything that comes to mind (keeping it linked to your business of course!).
Use Google to help you and analyze the search results . Which sites appear on the first page for a keyword that you have defined? List the best-placed competitors for all keywords. This will help you later in writing your content.
This step is tedious, I grant you, but it is essential to have a precise idea of the thematic content to propose . The development of the content must result from this research to hope to improve your SEO and therefore increase your traffic.
It's not about writing content when you have an idea, but about sticking to the strategy you have defined to obtain results in the long term.
Keyword research can also give you other content ideas that you might not have thought of at first.
Get help if you don't feel like doing this step alone!
4- Decide on the tone to adopt
Will you adopt a factual, informational tone ? Or on the contrary polemical? Or light and humorous?
The important thing is to maintain editorial consistency . If an article is extremely serious and the next day you come out with a humorous article, your target audience will be lost and will no longer know which way to turn.
This is also the step where you choose whether to address your prospects informally or formally . There is no right or wrong answer! I know this is a question entrepreneurs often ask. The answer depends on your business, the tone you want to use, and most importantly, the personas you are addressing.
5- Commit to a posting frequency
Creating quality content regularly helps improve your SEO and set you apart from your competitors. Your digital communication must be unique and not modeled on the trends or editorial line of your competitors.
For SEO, I advise you to publish content at least twice a month. If it's more, so much the better. If it's less, that's already something. It's better to focus on quality than quantity, never forget that.
Creating regular content helps create a regular meeting place with your community . For example, if you publish a blog post every Tuesday at 6 p.m., it will become a ritual that helps build loyalty among your prospects .
In terms of SEO, updating your site regularly makes Google's robots pass by more often. And if they pass by more often, your content has a better chance of being valued and appearing in search results.
6- Choose the types of content to produce and the sections you will offer
Think about different types of content : tutorials, background reports, practical sheets, interviews, case studies but also videos, white papers, infographics, articles on questions asked by your prospects, more lifestyle editorial content, etc.
Take the opportunity to define the sections that your blog will have. These sections depend on the themes you cover. For example, on my blog, you will find 5 sections:
Web writing to help you write your content
Marketing: Tips for applying storytelling to your business and other marketing techniques
SEO: tips for pleasing search engines.
An example of an editorial line
Once you have defined your editorial line, you can create your editorial charter to share with your employees and service providers responsible for editorial creation.
You will find all the points covered step by step.
Let's take the example of an online store renting clothes for pregnant women, children and babies.
The topics to be covered: the blog will focus on the advantages of renting clothes for pregnant women, children and babies in terms of good deals, ecology, anti-waste, fear of making a mistake (in size for example)...
The level of technicality: we are addressing the general public here. No need to popularize it specifically, it is a topic that everyone can understand. We are here to inform and educate prospects about a new habit.
Relevant keywords: children's clothing rental, maternity clothing rental, baby clothing rental, girls' ceremony dress, but also all types of clothing accompanied by the word "child", "baby" or even "girl", "boy", "pregnant woman". There's plenty to do!
The tone to adopt: relaxed, even with a touch of humor. Use of the "vous" form.
Frequency of publication: initially four articles per month, then possibility of reducing to two or even one, once the site has a sufficient quantity of content.
Types of content and sections: informational articles, looks articles, infographics, etc. The sections can follow the different categories of clothing offered: baby, child, pregnant woman.
Of course, I skipped steps here! I didn't detail the personas or the strategy (two essential elements before moving on to defining the editorial line ^^).
You can find more examples of editorial guidelines here if that helps.
Next step: the editorial calendar !
You can also download my editorial calendar template made to make your task easier. You will only have to adapt it to your business:
Marketing
March 6, 2024
Table of contents hide
1 What is an editorial line?
2 6 steps to define your editorial line
3 An example of an editorial line
The guiding principle of your web content strategy, the editorial malaysia whatsapp b line is essential to maintain consistency in the content offered, especially if it is written by different people and/or you subcontract this part of your communication.
Don't worry, it's not complicated! Follow the guide and you will come up with an editorial charter , which like your graphic charter, will be part of your brand's DNA .
Discover the Corner SEO training!
What is an editorial line?
After establishing your editorial strategy using the 5W method, it is time to define an editorial line for your website and blog. This step is a deepening of the inbound marketing strategy , you can also carry it out in parallel.
The editorial line is a guideline, the common thread for your company blog . It is also used in journalism. Each newspaper has its own editorial positioning that defines the types of content published but also the tone used and the way of addressing their audience.
It's the same in web marketing.
I'm not talking about social media here (because that's not my specialty) but they too must follow a specific editorial line adapted to the audience present on the chosen social network.
6 steps to define your editorial line
1- Choose the themes you are going to cover
Once you've defined your content strategy, you should have started thinking about what topics you're going to talk about on your blog. Now it's time to dig deeper.
Make sure to choose content that is interesting for your readership. Content production must also allow you to meet the expectations of your targets and the defined communication objectives : loyalty, awareness, brand image, increase in the conversion rate, improvement of your natural referencing, etc.
Each of the contents broadcast must help promote your message .
2- Define the level of technicality of your editorial content
It should be tailored to your persona .
Are you reaching out to experts in your industry? This is the case if you sell B2B for example.
To the general public for whom a technical field will need to be popularized?
In between? In this case, several levels of editorial content will be required.
Try to be specific about the level of technicality to be achieved. This will help when writing articles, especially if you delegate this part to a web editor.
You will know whether to develop specific content, fun content, editorial content, entertaining content, etc. In all cases, focus on content with high added value for your target. You won't go wrong!
Read also: Company values: how to define them?
3- Determine the keywords relevant to your business
If in the digital marketing strategy you have implemented, you have not taken an in-depth look at keywords, now is the time to do so when defining your editorial line.
Start by listing all the keywords you would like to be present on. Take out everything that comes to mind (keeping it linked to your business of course!).
Use Google to help you and analyze the search results . Which sites appear on the first page for a keyword that you have defined? List the best-placed competitors for all keywords. This will help you later in writing your content.
This step is tedious, I grant you, but it is essential to have a precise idea of the thematic content to propose . The development of the content must result from this research to hope to improve your SEO and therefore increase your traffic.
It's not about writing content when you have an idea, but about sticking to the strategy you have defined to obtain results in the long term.
Keyword research can also give you other content ideas that you might not have thought of at first.
Get help if you don't feel like doing this step alone!
4- Decide on the tone to adopt
Will you adopt a factual, informational tone ? Or on the contrary polemical? Or light and humorous?
The important thing is to maintain editorial consistency . If an article is extremely serious and the next day you come out with a humorous article, your target audience will be lost and will no longer know which way to turn.
This is also the step where you choose whether to address your prospects informally or formally . There is no right or wrong answer! I know this is a question entrepreneurs often ask. The answer depends on your business, the tone you want to use, and most importantly, the personas you are addressing.
5- Commit to a posting frequency
Creating quality content regularly helps improve your SEO and set you apart from your competitors. Your digital communication must be unique and not modeled on the trends or editorial line of your competitors.
For SEO, I advise you to publish content at least twice a month. If it's more, so much the better. If it's less, that's already something. It's better to focus on quality than quantity, never forget that.
Creating regular content helps create a regular meeting place with your community . For example, if you publish a blog post every Tuesday at 6 p.m., it will become a ritual that helps build loyalty among your prospects .
In terms of SEO, updating your site regularly makes Google's robots pass by more often. And if they pass by more often, your content has a better chance of being valued and appearing in search results.
6- Choose the types of content to produce and the sections you will offer
Think about different types of content : tutorials, background reports, practical sheets, interviews, case studies but also videos, white papers, infographics, articles on questions asked by your prospects, more lifestyle editorial content, etc.
Take the opportunity to define the sections that your blog will have. These sections depend on the themes you cover. For example, on my blog, you will find 5 sections:
Web writing to help you write your content
Marketing: Tips for applying storytelling to your business and other marketing techniques
SEO: tips for pleasing search engines.
An example of an editorial line
Once you have defined your editorial line, you can create your editorial charter to share with your employees and service providers responsible for editorial creation.
You will find all the points covered step by step.
Let's take the example of an online store renting clothes for pregnant women, children and babies.
The topics to be covered: the blog will focus on the advantages of renting clothes for pregnant women, children and babies in terms of good deals, ecology, anti-waste, fear of making a mistake (in size for example)...
The level of technicality: we are addressing the general public here. No need to popularize it specifically, it is a topic that everyone can understand. We are here to inform and educate prospects about a new habit.
Relevant keywords: children's clothing rental, maternity clothing rental, baby clothing rental, girls' ceremony dress, but also all types of clothing accompanied by the word "child", "baby" or even "girl", "boy", "pregnant woman". There's plenty to do!
The tone to adopt: relaxed, even with a touch of humor. Use of the "vous" form.
Frequency of publication: initially four articles per month, then possibility of reducing to two or even one, once the site has a sufficient quantity of content.
Types of content and sections: informational articles, looks articles, infographics, etc. The sections can follow the different categories of clothing offered: baby, child, pregnant woman.
Of course, I skipped steps here! I didn't detail the personas or the strategy (two essential elements before moving on to defining the editorial line ^^).
You can find more examples of editorial guidelines here if that helps.
Next step: the editorial calendar !
You can also download my editorial calendar template made to make your task easier. You will only have to adapt it to your business: