Do you want to improve your online conversion rate ? Do you also want to be more visible and increase traffic to your website? Then what [url=https://dbtodata.com/azerbaijan-number-data/] azerbaijan phone number data /url] ou need is a good editorial strategy ! After a brief definition , I share with you the 6 steps not to be overlooked to achieve this. Finally, I will frankly explain the pros and cons of this process, which is essential for successful digital communication .
Definition: What is an editorial strategy?An editorial strategy, also known as a content strategy, is the most important element of your content marketing . It allows you to precisely define your actions in the long, short, and medium term . This way, you always know why you're publishing and maintain a consistent way of communicating.
In addition, this strategic element of your digital communication allows you to respond to a fundamental concept of web writing: the 5 Ws!
Why : why do you write?
Who : Who are you talking to?
When : when do you express yourself?
Where : Where do you publish?
What : What are you talking about?
It's therefore an essential tool for achieving your goals and aligning your content with the work of your employees. Of course, you can implement this communication tactic yourself. However, this will require time and skills. In this case, you will certainly need numerous content marketing tools .
The other option is to create an editorial team . This requires a certain budget, of course, but you'll save valuable time. Furthermore, each step can be handled by specialists in the field. This is the first of the six steps I'll outline below.
6 steps to follow to create a good editorial strategyBefore you even start creating your editorial strategy, you need to define a budget that you are willing to allocate. Indeed, digital communication has a cost! If you are not sure how much you want to invest, you can of course call on a specialist who will then provide you with a quote. Another way to get an idea of the necessary budget is to do an analysis of your online competition . Once this step is completed, you can concretely launch into the creation of your editorial strategy.
1. Create your editorial team
Create your content marketing team
I recently published a blog post about the 7 content marketing skills that help you succeed with your editorial strategy. Here's a summary .
Content marketing manager
They are the conductor of your editorial strategy and, more broadly, your content marketing. They have a thorough understanding of all distribution channels and digital media. As such, they coordinate all the stakeholders in your digital communications and ensure that every strategic aspect is adhered to.
SEO Consultant
Also known as an SEO specialist or expert, a consultant ensures your website's visibility on Google and other search engines. They coordinate the three pillars of SEO: technical, content optimization, and popularity.
SEA Expert
Unlike the previous point, which aims for long-term visibility, the SEA expert handles the one-off promotion of your services. They are fully conversant with how paid publications work on social media and search engines.
SEO web editor
Writing content for the web requires specific skills. The diversity of digital reading media and intense competition make it an art that only specialists can fully master. It therefore meets the demands of both Internet users and SEO algorithms.
Community manager
A community manager specializes in creating and publishing content on social media . Not only does he or she maintain a close relationship with your customers, but he or she also has a significant responsibility for your brand image.
Web designer
This is the artist who handles your company's visual communication . Whether it's for your website, your social media images, or the creation of infographics, their work is very important for your visual content strategy.
Video editor
Video communication is now an integral part of a content strategy. A specialized web video editor knows how to adapt content to different streaming platforms. While video creation may seem simple at first glance, its quality is essential for the ideal promotion of your brand.
2. Establish your editorial line
The editorial line is the guiding principle of your content strategy. Once established, it allows you to convey a coherent and consistent message to your audience. Below, I detail the three elements to consider when creating it.
Your corporate image
What image do you want to convey online? This is the first question you need to answer to properly begin creating your editorial line. It depends on your values, your desires, and your personality.
Your personas
This element is absolutely crucial when setting up an editorial line. Indeed, you must adapt your message to your target , because the opposite is not possible! Always think about who you are addressing and how your message will be perceived. Defining your personas is therefore essential for your success.
