Having an editorial strategy allows you to clearly define your positioning. It is the ideal time to choose our themes: environment, politics, marketing, etc. It is one of the main pillars of the brand identity.
Developing your editorial line
The editorial strategy is done before the creation of an editorial charter and guides the themes that will be treated, the tone used or the frequency of publication.
Essential questions on the why and how of our company, association or e-commerce, must be asked when defining its editorial line. Lasswell's 5W rule can guide us : When ? About what ? To whom ? With which channels ? With what effects ? After answering these questions, we have in mind the message we want to convey, the target we want to reach, the communication media and the chosen themes to build an editorial planning.
A concrete example
Red Bull Media House is a news media owned by the famous energy drink brand. The editorial strategy is oriented towards B2C communication and inbound marketing. The platform is multimedia as it offers a video game, a music platform and more. It targets extreme sports enthusiasts (mountaineering, motorcycle, etc.). The brand has multiplied the distribution channels to naturally attract its core target, the primary targets or the secondary targets. Since the creation of its web site, Red Bull Media House has not gone off in all directions and has shown consistency in its content.
Brainstorming of the objectives
After a study of its potential target, the next step is to define its marketing objectives. A cognitive objective should be focused on the awareness of your brand and how to increase your visibility. The emotional objective focuses on the brand's values, qualities and benefits to create an emotional connection with the audience. The spontaneous objective of the brand drives the customer to action and potential purchase of your products or your services.
To whom could your content please ?
A careful study of the target audience is essential, because it helps to propose a better experience for your leads, prospects and customers. Moreover, by choosing a specific and identifiable content, their consumer habits, their online behaviors, their personal or professional motivations which help you to reach your core target. A 360° analysis gathers a large amount of qualitative and quantitative information to create persona. An almost real representation of the "ideal customer" is built thanks to this preliminary research.
The editorial planning
You need to map out your editorial workflow : these are the indications which help you to know what you should do. To put your ideas in place, it is necessary to write down your editorial project, to choose the person in charge of the writing content and the person in charge of editing and publishing content online.
Give as much visibility as possible
You should be active to complete your editorial strategy. Favoring social media for example, could help you to maximize your rate of call-to-actions. You should encourage your community to naturally spread the word through content sharing.
What's next ?
To learn from your mistakes, you need to regularly measure your online actions and see if the defined KPIs have been met. If you want to remain attractive, you should especially check the number of page views, the bounce rate, the click rate, and the number of shares. Now, you are all ready to roll !
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