practice (editorial line and publication schedule)
The editorial line is the common thread of a Transform these content strategy that must be . Deployed across all different communication media . Social networks , websites, company blogs … each sweden telegram data medium has its own particularities and must meet the needs of one or more categories of personas.
To do this, it is therefore essential that they each have a specific editorial line . The goal for the company is to meet customer expectations while pursuing the objective(s) it has previously set for itself!
Choose your editorial line
To establish an editorial line, you must first define the type of content you wish to publish, identify the most appropriate angle and choose an appropriate tone .
Depending on the needs and habits of its personas , one company might, for example, choose to publish white papers and long articles on its blog. Another, on the other hand, might opt for short messages, illustrated with photos and posted regularly on social media.
Similarly, one may choose to disseminate information in a completely neutral manner, while another may do so in a another great feature of livechat humorous manner. Here again, the precise definition of the company’s objectives and the identification of personas are therefore crucial!
However, whatever the nature of the content published (case studies, videos, articles, photos, interviews, competitions, infographics, webinars), it is essential that it is perfectly aligned with the company’s values . This helps to perpetuate the bond that unites the company with its customers.
Create an editorial schedule
To plan the publication of various content, it’s necessary to create an editorial schedule. This lists the media and future content and allows for thoughtfully defining publication days and times. This allows companies to gain a comprehensive view of their strategy and, above all, build loyalty among their personas by supporting them through their various life cycles.
Yes, you should know that a customer’s purchasing cycle is broken down into several stages, each with its own specificities and all involving the implementation of a particular form of communication.
But where editorial planning is most interesting is that it can be combined with SEO , giving companies the opportunity to combine all of their resources. Indeed, when SEO techniques and editorial planning are used together , the content strategy implemented becomes much more powerful!
SEO is no longer a simple optimization tool; it also becomes a planning tool with a dedicated calendar integrated into the editorial schedule.
However, be careful! For this to truly serve the content strategy, it is important to dig deeper into the research by identifying the intent behind each popular keyword ! Is the user looking for information? Do they want to navigate to a site? Do they want detailed instructions for a specific task? Are they ready to make a purchase?
These “micro-moments,” as Google has dubbed them, are of crucial importance and must absolutely be taken into account in the content creation and optimization phases.
monitoring
A content strategy is constantly american samoa business directory evolving! Therefore, adaptability is an essential quality when trying to implement a content strategy. Indeed, you have to allow yourself to fail in order to succeed .
Sometimes some distribution media work better than others. Or a target audience is more attracted to a particular type of content. In the beginning, small errors of judgment are common and, in their own way, help refine the strategy .
Adjust your strategy
With Web Analytics, it is possible to T
- Identify the most popular keywords.
- Analyze search trends.
- Calculate the click-through rate.
It is then much easier to distribute optimized content , in line with the company’s objectives and the needs of the personas.
Web Analytics allows, among other things, to know the strengths and weaknesses of a strategy , but also to glean valuable information on visitor habits. Thanks to them, it is thus possible to adapt the publication of content to peaks in traffic and thus be sure to transmit the right message at the right time !
However, there are obviously other ways to identify the best content opportunities. Social media monitoring , for example, allows you to identify influencers and the most frequently used hashtags.
Furthermore, competitive intelligence is also a valuable source of information. By determining which publications perform best and analyzing your rivals’ communication strategies, it’s much easier to stand out.