and the content that must be created and published and above all to maintain consistency in your editorial line. You have already understood that to get leads and get your business off the ground, you need a solid editorial strategy. But content writing must be seen as a separate project and Sao Tome and Principe Email List skills and tools, starting with “editorial planning”. In order to successfully produce your web content, it is necessary to structure your approach to achieve your marketing performance objectives. But how to do it ? Follow us, we’ll tell you everything … 3 steps for an effective editorial planning


An integral part of your Inbound Marketing strategy, writing for the web requires organization and management. These are precisely the advantages offered by editorial planning that guides you in the production of your content. So what web content can you produce? And above all, how are you going to go about being effective and relevant? planning-editorial (1) Define your editorial schedule Before starting any content writing, it is important to define the objectives and outlines of your editorial strategy by answering a few simple questions: Who are my content for?

Is Essential To Your Content Marketing Strategy!

Who are my personas? What are the benefits to be expected? What resources and skills do I have to produce quality content? How much time do I have? Does my activity have seasonality? The answer to these questions will guide you in your choice of themes to hit the mark with your personas. Because writing for the web is above all writing for your readers! If you’re stuck for ideas, take inspiration from our article “Content Marketing: How To Find Content Ideas?” ” . Once your themes have been identified, place them on an agenda to distribute them over time, depending on your topicality / seasonality and the “availability” of your users.

This will allow you to define the frequency of your publications and your campaigns according to the operational and financial means at your disposal. It then remains to determine the type of content to be issued: blog articles? White papers? Videos? Infographics? Studies…? The choice is wide and the possibilities endless. In order to maintain the constant interest of your readers, vary your web content as much as possible by always adapting it to their expectations. Have you ever heard of the “Content Factory” ? This involves orchestrating all the stakeholders in this editorial project by coordinating all the stakeholders: communication project managers, editors, graphic designers, etc. They all work together for the operational production of your content in compliance with the necessary quality standards.

Making And Sticking To An Editorial Calendar

Produce your web content Once the orientation is given, everyone gets to work. The very essence of your content can be provided either by your internal resources or by external contributors . Indeed, although the skill is often found within the company, few are those who find the time or who know how to make it available for the creation of web content. Indeed, web writing requires a style, a lexical strategy and other techniques specific to web writing . planning-editorial (2) And that can be a big drag on content writing . To cope with it and not compromise the editorial schedule that you have set for yourself, a method has been widely proven: outsourcing . Using angle sheets (or briefs), you transmit your expectations to a freelance writer or a specialist freelance who is responsible for producing the desired content.

Thus you save a considerable amount of time by freeing yourself from this constraint and ensure your deadlines. establish KPIs and measure your performance Creating new content will effectively serve your inbound marketing strategy . But they still have to pursue a useful objective! Referencing, lead generation, branding… your SMART objectives should help you set up performance indicators (KPIs) in order to allow you to measure the effectiveness of the content you produce. Indeed, digital marketing is not an exact science. It requires placing a cursor at the level of your objectives to allow you to regularly optimize the balance between rhythm, variety, themes and tone of the publications in your editorial schedule.

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