If you want to get started effectively in the creation of content on the internet in the medium to long term, you must first define an editorial strategy. What are the issues, who is your target, or how to deploy it, are just as many questions that it is good (even vital) to ask yourself to develop an effective and efficient editorial strategy? In this article, we give you the pros and cons to consider when setting up your editorial strategy.
An editorial strategy or content strategy is the central pillar of content marketing through trade advertising. It is she who behind the scenes, pulls all the strings and thus governs each of your publications: how these will be produced, for which target, at which stage of the sales cycle (discovery, evaluation, decision), which title, which word -key, and when to publish.
An editorial strategy, as its name suggests, is a strategic process that will allow you to define your future content marketing actions in the short, medium, and long term. At the antipodes, therefore, posts are published on the fly without a specific goal and a real objective.
The development of an editorial strategy essentially revolves around these 5 phases:
- Creating your personas
- The research phase: SEO certainly but it is also knowing the words and queries that your customer avatar uses in the field and online.
- The development of your publication schedule: which publications to post, which day, at which time, and on which network.
- The creation of your content
- Dissemination and promotion of these
Implementing an editorial strategy has several advantages, we have listed a few:
A) Lays down a framework and a guideline
A solid online presence requires consistency, rigor, and harmony in the publication of your various content.
Your digital strategy allows you to set these milestones, and to define upstream the guideline to adopt.
By establishing your strategy, you have a clear idea of the goal to be achieved and have a precise vision of the future actions to be implemented to achieve it. All your posts must therefore meet a useful objective for your business about relevant KPIs that will allow you to monitor your results.
B) Plan, organize and get ahead
An editorial strategy is designed for a very specific period. For example, you are going to define your 96 article titles (8 per month, or two per week) to be published over the year, but also your videos, podcasts, or any other web content.
Once your article titles have been validated, all you must do is put on your project manager hat and act as a relay between your teams and your service providers to publish your content throughout the year.
It is therefore a luxury: that of being able to plan, organize and get ahead. Did your editor deliver articles to you in advance? Why not integrate and plan them directly?
A well-conducted editorial strategy is therefore the insurance for you to say goodbye to rush phases, hasty posts, or your endless promotional posts from Monday to Friday: you are in control of your content. because you are one step ahead.
C) Accompanies the prospect throughout his buying journey
A prospect consults an average of 3 to 5 contents of a company before acting. Considering this statistic, imagine how much you improve your chances of converting your Internet users if you offer them content:
- addressed to them directly,
- that meets one of their needs,
- which brings added value,
- that demonstrates that you understand the issues and challenges of your audience.
I said imagine. To tell the truth, it works, and it is a reality. To prove it, find our case study and see what happens when you have an effective and relevant editorial strategy for your target coupled with powerful tools such as a CRM, marketing automation, and lead nurturing.
D) Creates trust and influence
We told you above: regularly broadcasting free content that helps your audience will allow you to establish a closer relationship and thus improve your perceived value. Your prospects will therefore be more inclined to buy from you. Give more to better receive.
E) Personalize your speech to your audience
We are in the age of personalization. More than a product (or a service), the customer is now looking for a unique experience. Your editorial strategy must therefore work in this direction and will strongly contribute to this proposed experience.
We have all had this type of thought at least once: “I prefer to go to such a place, it may be more expensive or further away, but the service/product is much better”. Your digital strategy is there to elicit this type of reaction.
F) Better position yourself in search engines
Google loves content that provides value. Relevant content that generates engagement and arouses interest will improve your natural referencing and therefore mechanically increase your visibility.
G) It works
ROI is measurable and positive.
We have accompanied and created many editorial strategies for our clients. The finding? It works! And you know what? It’s not surprising…
Indeed, Internet users (your customers, you, and me) are looking for information. We wish to be reassured and to understand. More than a product or service, we wish to be in adequacy with the values of a company before buying. Today, it is the relationship that you will maintain with your audience, your prospects, and your customers that will make the difference.
Example: I’m looking for headphones with active noise reduction because I work in an open space, a rather noisy place.
If you are a seller of audio headsets, and you have been able to identify this need in your customer avatar, you will be able to use it in your various content (blog articles, website pages, product sheets, emails, publications on networks, etc.).
If during my research phase, I come across your blog article which explains to me how to choose headphones in the open space through this article, I perceive that people are speaking directly to me and my problem while offering me a solution (your product): there is a good chance that I will buy from you. This is the strength of an effective editorial strategy.
A few downsides though
If establishing an editorial strategy has many advantages, there are still several disadvantages that should be considered:
A) It’s long!
Indeed, the fruit of your efforts will only be visible after several weeks at best (especially if you are starting from scratch) if there is volume and quality (see below). In reality, it takes several months before you see the benefits of this essential groundwork. Creating a link with your audience takes time and will be done little by little as you post. It will therefore be necessary to produce a minimum volume of content to hope to obtain results.
B) It requires consistency and rigor
As with social selling, one of the keys to a successful editorial strategy is consistency. It is therefore necessary to maintain a steady pace of publication. If you decide to publish twice a week, you will have to stay the course and stick to it! If you stop putting gas in your vehicle, it stops. Simple.
C) The need for a good copywriter
If you plan to create your content and blog articles: forget it! Very often, and with rare exceptions, we minimize the skills and the time it requires.
Indeed, it may seem paradoxical, but being an expert in your job does not make you the best person to talk about it. Why? Because writing articles is a profession.
Generally, calling on a professional writer who will be able to absorb the required knowledge related to your theme will be much more effective than writing it yourself.
This goes well beyond simply presenting the technical characteristics of your product.
And even if you can write according to these principles, you will have very little chance of keeping up. We also create editorial strategies for 72, 96, and 120 articles per year. Would you be able to write them all in the allotted time? Not so sure…
Therefore, we strongly recommend using a qualified copywriter. However, a good editor is not necessarily a good editorial strategist or specialist in web marketing and natural referencing (SEO).
The optimal configuration is therefore for us to outsource your content creation by integrating a digital marketing specialist who will take care of both the creation of your personas, your digital strategy, and the writing and promotion of your articles.
D) Have sufficient skills and resources
This echoes the previous point, calling on an editor for your blog articles, a cameraman/editor for your videos, and a graphic designer to highlight the background will require financial resources of course, but also time. Once your strategy has been established and your first content in production, it would be silly to backtrack because you did not anticipate these points.
A brand Strategist specializing in these issues can help you put this strategy into music and orchestrate everything.
Establishing your editorial strategy is a key step if you want to be part of the digital landscape of your sector over the long term. Having a well-defined plan upstream will allow you to have a clear vision and to adjust your actions as you go along with your various publications according to your objectives and your target to build a personalized and personalized editorial strategy. tailored to your audience.