
Publishing good content requires planning
Strategy and editorial calendars
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Do you want to generate new leads and engage users on your website? Creating an editorial strategy and a publication calendar will help you achieve this. A content strategy begins with defining goals and personas, which will then help determine an editorial line and establish a list of topics to address, following the seasonality of the activity.
The objective of the editorial strategy
First of all, it is necessary to determine the purpose of implementing the content strategy. Do we want to increase traffic to the site? Raise awareness? Generate conversions? Or simply inform the public? This will help guide the strategy to best meet these needs.
The definition of personae
Content that is perfectly optimized for SEO and based on a strong strategy must also meet the requirements of a defined target audience. To understand their needs, we use the representation in the form of personas. This is a fictional character characterizing a segment of your target audience.
The creation of an editorial line
After defining your users’ profile, the focus will be on adapting your communication to meet their expectations. This is the purpose of the editorial line, which helps frame the discourse by proposing a voice, a tone, and a type of messages to convey.
Next, to give more depth to the content, it will be important to pay attention to the formatting and to select the social media that can enhance the effect of the articles and pages by promoting interaction.
The development of an editorial calendar
The last step of a complete content strategy is the creation of a publication calendar. Mainly intended for blog posts, it allows for listing the different topics to be addressed by setting a publication date for each of them.
To determine them, an analysis of the seasonality of the activity, potential events, or the search for important keywords is carried out.