Why are an Editorial Board and Editorial Planning necessary for any production of digital content? In the article on the information cycle, we saw that producing content was not limited, far from it, to the simple writing of a text or the writing of a message. In order to frame and facilitate the production of daily content, these two structuring tools should be put in place. They also have the advantage of mobilizing internally, which is always good for gathering information … and obtaining an operating budget …
The Editorial Committee
Composed of equal numbers of operational staff (marketing, communication, sales, etc.) and communicators (webmaster, community manager, etc.), it must accommodate one or more managers who can hire the brand. It is generally run by the editorial manager of digital media. Its meeting rate and function of the brand’s engagement: weekly for a brand involved in social networks, every two months for those who only have a corporate site.
Once this is stated, let’s move on to the missions and objectives of the Editorial Committee.
- It is he who must verify the correct application of the editorial charter or any document that frames the creation and publication of content, by a joint review of the publications made since the previous meeting, in relation to the defined schedule.
- It analyzes the results and performance of the media concerned in terms of consultation (origins, destination pages and articles, volume, rebound, etc.) and contribution (clicks, kpi business, etc.) to adapt the editorial strategy.
- It rules on the orientations: choice of subjects, angles, titraille, SEO compatibility, etc.
- It defines the editorial schedule to come: subjects, publication rate, organization, etc.
- It initiates information gathering and mobilization actions.
- It informs internally about the brand’s digital action.
The planning Editorial
This is the reference document on which contributors and facilitators will rely to pilot publications on all media. Accessible to all members of the Editorial Committee, it is made up of several elements:
- The brand’s calendar which enables key dates to be identified: events, launches, publication of results, interventions by employees, etc.
- The calendar and the news of the sector: “chestnut trees”, events, …
- The different actions planned: operations, communications, inaugurations, publications, promotions, etc.
- The subjects treated (expressed in one sentence).
- Forms of processing: text, photo, message, video, etc.
- The publication stages: brief dates, content delivery, validation, publication.
- The people concerned.
- The expected objectives.
Both, of course, refer to an editorial charter. I will come back in a future article on its usefulness, its role, its mission, its form and how it is constructed.