Editorial strategy

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Editorial strategy, design and management

To attract prospects, retain your customers and develop your business, your business must create and distribute relevant and quality web editorial content. The texts of your website , your blog, your online store or your publications on social networks must be unique and neat.

You thus demonstrate your expertise, boost the traffic of your website and its natural referencing (visibility in search engine results).

But for your editorial content to be effective, its production and distribution must be part of an editorial strategy.

We will design this strategy together.

Why is an editorial strategy so important?

The design and distribution of your editorial content must be thoughtful and adapted to the needs and objectives of your business. Your texts will perform well if they are tailor-made, but also published in the right place and at the right time. Editorial strategy allows this by analyzing what happens before, during and after the production of your content.

PARTILHA ESMERADA builds your editorial strategy in several fundamental steps:

We define your targets

To produce attractive content and provide the right information to your audience, you need to know your target(s) .

A company, a brand, writes for its customers and prospects. You have to know their needs, their desires, their means of expression. Your texts must be adapted to the expectations of your audience and present in the right place, on the right medium!

We analyze the existing situation and think about your current needs

To implement an effective editorial strategy, it is important to look at what you have already produced, how to optimize and complete it. For that it is necessary :

 

  • Analyze your current communication media, their strengths, their weaknesses.
  • Study your existing exploitable content.
  • Analyze your competitive environment. What are your competitors offering? What can you take inspiration from? What should we remember?
  • Consider your company’s business objectives.

Identify your needs in terms of writing and managing your future content. Do you have the skills in-house or do you need to call on external editors?

We plan your editorial productions

We have determined your objectives and targets together. After having defined the budget that you can allocate to your digital strategy, we choose the communication channels that you will be able to use.
Depending on your needs and possibilities, you can invest in social networks, set up a newsletter, a showcase or e-commerce website, a blog, a mobile application, etc.

We set up the promotion of your content

Your editorial strategy aims to have your content read by as many people as possible, and preferably by quality visitors, your prospects. To do this, it must integrate a method of promoting your content. Here are some examples:

  • Your new publications are shared on social networks.
  • Your community is encouraged to share your content, leave reviews and comments.
  • A newsletter allows your customers to discover your new publications.

We measure the performance of your strategy

To keep your editorial content relevant, your editorial strategy must be scalable . The effectiveness of your actions must be measured and your plans readjusted based on these results. One article has been read and shared a lot, another has been completely neglected… The review of actions allows you to further refine your strategy.