Should the editorial strategy be reviewed with deconfinement? The answer seems to be obvious, and yet not everyone is convinced of it. Internet users have acquired new habits, feel new needs and express previously unknown fears. The editorial strategy cannot, under pain of absolute ineffectiveness, ignore these profound and lasting transformations …
The confinement of SEO, a reality that should question you about your editorial calendar
The next world will not be like the one before. The government has been hammering this evidence in all directions for several weeks. This obviousness is also true when it comes to natural referencing and even more your editorial strategy.
Since March, you have already had to review your editorial calendar, regardless of your industry. In the tourism sector, you had to give up these guides to prepare for the long long weekends in May.
The editorial line to rewrite, when your content is already infected
If web writing needs to change pace to adjust to that of containment, you will also need to develop a new editorial line. The messages to convey are no longer the same, and unless you permanently lose your prospects, you must provide them with relevant responses.
The period is worrying for consumers and Internet users, and they need to be reassured and reassured. An explanation of internal measures to protect yourself from coronavirus will have more impact on your readers than an even unbeatable promotional offer.
Rather than boast that your delivery service is free, perhaps it is better to explain that it is still operational and under what conditions.
You must reassure and reassure, which brings you back to essential basics of web writing: reinsurance. Regarding your editorial line, you will finally have to adapt your speech. How will your offer be impacted by the new habits imposed on consumers (barrier gestures, social distancing, etc.).
It’s up to you to show the way, by proposing new uses or new uses.
Your editorial strategy in the post-containment era
At this point, your web copywriters, graphic designers and all content creation specialists have modified the editorial calendar, and adopted new guidelines to help them in their production. The efforts do not stop there, since you must finally adapt to the communication channels.
Between partially unemployed workers and those engaged in teleworking, Internet consumption has jumped (+ 70% worldwide). Internet users are looking for very targeted answers, but no longer want indigestible files making exhaustive points on a file.
Respond to the question ” How long does the virus survive on the cardboard? “(For the e-merchant, it will be necessary to answer the question raised:” Can an Internet order contaminate me? ”) Requires only a few lines. Should you create a page or give your items on your Facebook or even LinkedIn page? Everything will depend on your strategy, but social networks are on the rise and even Facebook is finding color. There is no general answer that applies equally to everyone.
However, everyone must take the time necessary to address each of these issues. Because if we live in a world of uncertainty, only one reality is indisputable: the world after will not look like the one before.
And you, how did you adapt your editorial strategy to this exceptional period? And for post-containment, have you thoroughly reviewed your Content Marketing?