The editorial line is a strategic element of your business communication. True thread, it is it that guides and determines how you will get your messages across according to your different media (website, blog, social networks, etc.). Here are some tips to build it and make it relevant …

1- Objectives

Before you start, it is necessary to ask yourself about the direction to take. Ask yourself what your content should be used for and how to position yourself to gain visibility. The idea is to establish a consistency between the way you are going to talk about your business and the image you want to convey. This is the basis of building your identity that will allow readers to identify you and distinguish you from your competitors.

2- Target

Knowing who you are talking to is a major rule before you start writing. To do this, identify the behaviors and expectations of your readers according to well-defined criteria: average age, centers of interest, profile (client, prospect, decision maker, influencer, etc.) and empathetic card (needs, frustrations, etc.). .). From there, you can determine the most appropriate tone to express yourself, the corresponding format (photos, videos, articles, etc.) and the themes that will allow you to create maximum engagement.

3- Supports

You will need to define the most relevant publication medium to reach your reader by noting the channels it uses and on which it expresses itself (social networks, blogs, forums, etc.). In this way, you can establish a specific and unique editorial line for different uses. Indispensable if you don’t want to run the risk of dispersing yourself in dissonant content and losing the interest of your community.

4- Contents

What are you going to talk about and on what subjects can you bring your expertise? It is by listing the themes that you will be able to specify the information expected by your audience. Do not hesitate to vary the content, to bring something new in the approach (angle, presentation, tone, style) in order to enrich your readers and to stand out, by your originality, from your competitors. Be sure to stay as close as possible to your target and their tastes.

5- Frequency

Developing a schedule will give overall consistency to your line. It will allow you to maintain a rhythm of publication, to distribute the contributions of the authors if they are several and to anticipate the production of contents according to the annual events or the current events of your company. Thanks to him, you have an overview of what to produce: subject, date, author, status (planned, in progress, published, etc.) and follow up.

Knowing what we are talking about and how we are going to talk about it is therefore the basis of your editorial line. It is also a significant asset for your SEO as you will occupy a semantic niche of your own with keywords that put you forward … and will ultimately strengthen your importance.