To check the profitability of your SEA 

The Editorial Style Guide

In this document, you To check the will gather all the elements of your editorial line , as well as general information concerning web writing. Here are the korea telegram data instructions that I suggest you write down from the start of your editorial strategy:

• The tone to use.
• The style to use.
• Description of the project and objectives.
• Messages to convey or avoid.
• The right or wrong vocabulary.
• Topics to avoid.
• The shaping.

The editorial guide, however, is not a static document . Your experience will allow you to refine it over time. In particular, you can list the most common errors you encounter when creating content.

The editorial calendar

Also called an editorial schedule , this document allows you to plan all your publications . You can thus adjust your publication frequency and assign tasks to ai marketers face challenges over quality concerns (among others) your various collaborators.

However, I don’t think it’s necessary to make a plan for the long term . A few months is enough, and then you can add to it by drawing inspiration from the themes that worked best. It’s also an excellent tool for planning one-off or seasonal promotions.

Contrary to popular belief, an editorial calendar isn’t just about the editorial content you publish on your website or social media platforms. For example, you can include newsletters, infographics, white papers, or any other content creation.

The editorial brief

The editorial brief is the document that precisely details each line of your schedule. It allows you to convey as much information as possible to the content creator. It can provide very specific details on:

• The type of content.
• The profile of the target customer.
• The topics to be covered.
• Internal and/or external links to be placed in the body of the text.
• The length of the content.
• SEO optimization recommendations (if relevant).
• Etc.

Since this document regularly includes the same information, you can quickly create a standard template . Then, you simply update it for each topic proposed in the editorial schedule. Once again, through experience, this document will evolve until it fully meets all your requirements.

 Publish quality content

Now that you’ve implemented the previous steps, you can finally publish new content  ! However, I remind you that Google wants quality content , and this is of course also the case for Internet users. This is true for editorial content as well as for visual, audio, or video content.

To achieve this, the best way is of course to call on professionals. However, if you think you have the skills and qualities, I remind you of the EAT rules in this other blog post . By respecting this information, you will certainly be able to prove to search engines that your content deserves its place at the top of the SERP.

Even if creating quality content requires time or money, it is definitely worth it. Your goal is to be visible on the web , to correctly respond to Internet users’ search intentions and to effectively convert your audience into prospects, then into customers. It is therefore better to prioritize quality over quantity. I remind you that your editorial strategy is based on the long term and that it is not by publishing every day that it will go faster.

In fact, the quality of your content is so important that John Muller recently suggested that focusing on the quality of your content is probably the best way to try to recover traffic after an algorithm update . This is completely in line with Google MUM  ‘s logic ! To hear his point of view, I suggest you watch this video (in English):

Monitor the effectiveness of your editorial strategy

Once implemented, your editorial cn leads strategy doesn’t stop there! You must continually monitor its effectiveness across the various platforms you use.

To begin, you can analyze the most interesting key performance indicators ( KPIs ), such as:

• Awareness index.
• Engagement index.
• Lead generating index.
• Sales index.
• Loyalty index.

To control your SEO , you of course have Google tools available:

• Google Analytics.
• Google Search Console.
• Google Search Console Insights.

you have access to detailed data on the different social media or search engines that you have favored. To do this, tools are available, such as:

• Google Ads
• Facebook Ads

In short, regardless of the communication tool used, you should be interested in all available statistics . How successful was your last email campaign? How is your sales funnel working? How many views did your last YouTube video get? What was the audience for your last podcast? Etc.

 The advantages of an editorial strategy

In this article, I’ve detailed the reasons for establishing a good editorial strategy and its benefits. Here’s a summary of the advantages of this process, which I believe are essential for the success of your content marketing.

• Guideline  : No matter who is responsible for creating your content, your communication remains consistent and harmonious.
• Branding  : Your company’s personality is polished and representative of your values ​​at every stage of content creation.
• Personalization of your speech  : by perfectly targeting your persona, you know the most effective way to communicate your information to them.
• Long-term vision  : you can easily organize yourself in advance and save valuable time without losing sight of your end goal.
• Web visibility  : By using competent professionals and varying your content, you are visible across all distribution channels.
• Support for your prospects  : you respond concretely to the expectations and needs of your potential customers.
• Increased ROI  : Ultimately, your return on investment improves as your editorial strategy becomes more refined.

 The disadvantages of an editorial strategy

Of course, nothing is ever perfect! There are indeed also drawbacks to a content strategy. It’s up to you to weigh the pros and cons and adapt your actions accordingly.

• Skills  : implementing your editorial strategy requires a variety of skills that often require the work of several collaborators.
• Budget  : Hiring professionals to create your content requires a regular investment. The same is true for paid search strategies.
• Duration  : Content creation takes time and SEO benefits are only seen in the long term.
• Consistency  : Once you get the ball rolling, you have to keep the momentum going. This is certainly true for blogging, video posting, and social media communication.

Personally, I believe that from the moment you want to get started in digital communication, an editorial strategy is essential . You can always adapt it according to your means and your objectives in the short, medium and long term. Moreover, as is often the case, the hardest part is getting started! But you will see that once established, your content strategy will save you peace of mind, time and money.