Keep the editorial line all year round! Okay, but what is an “editorial line” and how do you keep it over time?
First of all, it is important to integrate the fact that the editorial line is inseparable from any communication strategy. Without strategy and vision, there can be no long-term consistency, and without coherence, unfortunately, no miracle, efficiency is a term to forget.
What is an editorial line and why define it?
The editorial line, set of rules established by the editorial service for ensuring long-term harmony between and in the content, has three great commandments and benefits:
- Establish a framework and referring to it regularly requires the implementation of internal controls. These self-checks, believe me, are beneficial and will prevent you from producing similar or dissonant content;
- Have a reference document will also allow within a team to arbitrate more easily on the choices and the prioritization of subjects. The editorial line thus contributes to the peace of households in the editorial committee;
- Finally, offering your target a clearly identifiable editorial framework will allow you to be both more visible and more credible. Your editorial line is then associated with a certain positioning, your production will actually generate a stronger attachment.
More than a simple rule of content control and management, the editorial line reflect through your chosen tone your identity. It is therefore important to take the time to think about it a little before starting any production.
How to define my editorial line?
The first step is to clearly determine the message you want to get across, to whom and how. Basically, why, for whom and how are you going to produce content ? Note that it is essential during this phase to ensure the consistency of your line with the visible and “hidden” codes of your target.
The second step is to the establishment of clearly identifiable benchmarks. Your support, regardless of its format, must be organized. To illustrate this argument, we can take a monthly magazine as an example. Over time, over time, your readership will have acquired reflexes to take charge of your production and will even know before having opened the first page how to find the desired information. It is therefore important to maintain consistency for support your target in their reading.
The third step aims to establish a balance between production formats. To avoid all weariness and offer multiple levels of reading to your target, you should alternate the so-called substantive articles and the shorter contents. Be careful, this balance must also be found inside the construction of your subjects. Too much imbalance between two paragraphs, for example, should alert you to the relevance of one of them.
Finally, for enhance your message and deliver it to your target, your editorial line should mention the tone of your future productions. Direct, colorful, playful or frankly offbeat, you decide… and stick to it!
To conclude, establishing and respecting an editorial line is fundamental to giving your productions an identity and push your targets to read and re-read you.