▷ Mass production of quality content, a contradiction? 2020 -

Is it possible to mass produce content while ensuring a higher level of quality? This problematic of the industrialization of the production of content supposes to define first two concepts: what is meant by quantity and by quality?


What underlies the notion of quantity in editorial production?

The quantity does not only refer to the volume of words, of pages to be produced.

Who says quantity contents, says significant effort and therefore need to rationalize.

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In other words, we set up a editorial chain, a charter and models (containers) depending on the scope of the editorial work. And this scope is not limited to word volume, of pages.

The quantity also concerns the variety of formats (product page, blog article, newsletter article, advice page, e-commerce category page, thematic page, etc.), the number of authors involved (internal and / or external), the expected effort / return ratio and the frequency / regularity of publications.

And quality content, how to measure it?

Quality assumes at least that the content produced is useful, attractive and sustainable.

The quality of content produced in quantity is also measured in different ways.

At a minimum, the quality requirement presupposes the usefulness, attractiveness and durability of the content produced.

Secondly, quality implies a good user experience and ensures that it makes sense at first reading: the message to be retained is clear from the start when it comes to content.

Finally, who says quality content says singularity: the brand promise and value proposition must appear clearly in the content produced.

What strategy to ensure quality content in a context of mass production?

At a minimum, 3 bases are essential to ensure the quality of a regular and abundant production of content:

  • Chartage and modeling, to establish a reading contract, and integrate brand discourse and brand culture in product content;
  • Documentation, to provide an editorial background, made up of transactional promises and elements of language, customer benefits and unique characteristics of the brand’s offer;
  • Rééditorialisation, or the production phase itself of the content, considered as constituting a “living” editorial heritage, to maintain.

First, we mark the production with a charter and models

The first step in the production process, the composition of the charter and content models will help frame and frame the strategic dimension of the project. The goal is to ensure that the vision, values ​​and promise of the brand are reflected in the content produced.

In setting up this editorial chain, we aim to hyper structure the content, separating content and form, to maximize, later, the reuse and pooling of content (re-editorialization).

The clear and unanimously accepted distribution of roles (authors, editors, validators) is part of this preliminary stage. We will take care to keep in mind that an author (especially if he is external) may not have the professional knowledge of the editor, in general.

Then we document the actual production work

After this stage of preparation comes the time of briefing or the constitution of editorial background. Promises, language elements, quotes, figures and benchmarks, customer benefits, brakes and triggers (we often use the SONCAS grid to formalize these indications), SEO matrix, internal link repository, etc. In general, this information is perennial: we do not change the promise to sell or the inheritance and the history of one product to another, within the same range of products, right?

Unfortunately, this step is often under-invested in large content production projects. Lack of time, staff (or inspiration?), Lack of conviction that this milestone is essential to the quality produced next …

Finally comes production or rather re-editorialization (hopefully)

The challenge is to prevent writers from having to write on blank pages …

The authors’ team now has all the tools to produce quality content: background instructions, fragments of branded content, cultural elements …

Thus, contributors should not, strictly speaking, start from blank pages. They write in documented, inspiring, reassuring containers. We are more in rewriting, re-editorialization than pure writing.

The rééditorialisation, in fact, consists of producing content from fragments of existing content. It’s about contextualizing and assembling portions of content from an editorial background, to build a living editorial heritage. Thus, re-editorialization invokes all at the same time:

  • The‘editing (in the sense of publication and dissemination);
  • The editorialisation (since the brand expresses its point of view, makes its mark on the content);
  • The reissue (because the new contents offer another reading);
  • And the scenarisation (in that authors must conform to the information architecture and the specifics of editorial ergonomics.

Do you want to deepen these concepts and the methodology of editorial chain and mass production of content? Follow our webinar on the subject.

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