Are you investing in content creation? Therefore, you need a brand editorial line that combines performance, value and integrity.
Your current and potential customers expect you to provide quality content with added value. It is the reading contract that you sign with your goals and that, therefore, binds you. Therefore, to meet your marketing commitments, you must establish your editorial line of the brand. What does that mean? that you have to fix the beginning of your content design, writing and delivery channel. The objective is threefold: to be able to validate the quality of your content in terms of performanceof worth and D’integrity.
What criteria for the editorial line of your brand?
Editorial performance, ROI of your content
Reach your goals, monetize your editorial efforts, target the right people.
Identify your content goals
Let’s start from the beginning. Why do you write content? Surely you want them to have a positive impact, to reach your goals, to increase your sales figures. The question is closely related to the ROI of your content marketing. The editorial line of your brand must, therefore, guarantee the cost effectiveness of your writing efforts. let’s call it you back to content. Make a list of the things you want to accomplish with your content. Do you want to generate qualified leads, create awareness for a cause, retain your customers?
Set your editorial performance standards
Once you have established your objectives, you must specify in your brand’s editorial line how you plan to achieve them. Specifically, this is how you plan to evaluate and performance measure of your content. Is your goal to generate leads? Therefore, your content must meet the requirements of strategic keyword targeting.
Rate the content experience for your goals
Paint a picture, nuanced if possible, of your target audiences. Why not use an empathy map or the customer experience pyramid? When you create content, your customer or reader should be at the forefront of your mind. And that means what matters to them should matter to you too. The editorial line of your brand must provide, for each stage of the customer journey, the content that the company will offer them. better user experience.
Editorial value, your decision-making tool
Deliver useful information for your goals, make a difference with unique and certified content.
Determine relevant topics and formats
Even if your organizational goals are important, you can’t achieve them if you don’t view your content as point of view of your customers. What value do they get from it? The editorial line of your brand must clearly define the matters that matter for them and not just for you. also take care of content formats : are suitable for habits editorial consumption of your target, are sufficiently multimedia, varied, attractive.
Limit the uniqueness of your content
You are not alone in your competitive environment, to produce content. How do you differentiate yourself, what makes your content particularly interesting? The editorial line of your brand must give instructions to communicate your messages in the most shocking Y influential possible. To do this, do a competitive audit,Analyze the holes in the racket, what is missing in the content of your competitors.
Build your editorial letter
What do you think is the perfect content? In the editorial line of your brand, ddescribe your expectations for toneof designof choice semiological. This part must be the object of a true statute work, at several levels: editorial statute, UX editorial statute, style guide, technical requirements.
Editorial integrity, your ethical commitment
Affirm your brand’s commitment to ethical standards and good professional practices.
Certify the reliability of your sources
provide good information documented, transparent Y honest it’s at the heart of your brand’s reputation. Anticipate any potential objections to the integrity of your content. Starts with reliable and serious sources. These standards can be more or less strict, depending on your sector of activity: we immediately think of doctors or banks, which are particularly sensitive.
Manage self-promotion and conflicts of interest
If you use ads or affiliate links to monetize your content, be careful not to affect the integrity of your messages. In your brand editorial line, clarify the rules of the game regarding guest contributions, user-generated content, self-promotion, backlinks, influencer marketing, disclosure of financial relationships.
Set up an approval process
It’s important to think about how your brand will ensure the accuracy of the content you post. The creation of guidelines for content verification before, during and after its preparation is essential to protect yourself from missteps. Include them in the editorial line of your brand and name one or more responsible persons.
The work has only just begun!
Once the editorial line of your brand has been written, the work has only just begun. Defining your editorial goals, your values, and your standards of integrity help achieve excellence. But the real (shock) test is when implement these guidelines in your marketing strategy.
You learn from your mistakes, of course, but you could also avoid some of them if possible, don’t you think? Keep reading, we reveal some Common mistakes that are easy to avoid.
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