5 tips for building a clear editorial line

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You are about to launch your online business and are working on your digital marketing strategy. Between your website, your blog, your social networks or your e-mailing campaigns, you will have to create a significant amount of content. They must be attractive and relevant to convey your brand image, as well as to serve SEO. Your content marketing is part of a customer acquisition and loyalty process: its quality is then reflected in your turnover. This is why it is essential to think about one of its central elements: the editorial line. In this article, we explain its role and give you five tips for building a clear and effective editorial line.

What is the editorial line?
The editorial line is the common thread of your digital communication strategy. It encompasses all the choices you make as a brand to communicate with your target. Style, formats, themes: the editorial line establishes a framework for your content creation. It is used both internally and when you work with service providers, such as a web editor or influencers. No matter who writes, your communication remains harmonious for your readers or subscribers. Building a clear editorial line therefore brings cohesion to your content strategy . It is essential to build a solid brand image and develop your business.

1. Define your goals
To build a clear and effective editorial line, you must first define the objectives kuwait telegram your communication strategy . They should ideally meet the SMART logic (for Specific, Measurable, Achievable, Realistic and Time-bound).

This involves, for example, acquiring customers, generating leads or increasing traffic to your online store. For each, you are specific. A SMART objective would be, for example, to generate 10% more B2B leads in one month. Your editorial line must serve this objective. Thus, it would focus on a target of professional customers and would include the production of content with an informational or commercial aim. You would share them with your prospects on the social network LinkedIn, in a social selling approach .

Your editorial line adapts to the objectives you set for yourself. To do this, they must also be correlated to the target audience, the style and type of content to be favored and an adapted editorial calendar.

2. Establish your target profiles
When writing web content, the main question you need to ask yourself is " who am I writing for? " To build your editorial line, you must first work on your marketing personas .

Marketing personas (or buyer personas ) are semi-fictional characters whose profile corresponds to a target segment. You therefore have as many personas as segments. Working on these profiles, and especially understanding your personas , allows you to set up an effective communication strategy.

For each profile, you detail their consumption habits and their behavior on the Internet. For your editorial line to be clear and relevant, it must take this information into account. The media, type of content, vocabulary and tone that you use vary from one persona to another. You will not send the same message to Antoine, 58, an executive in Paris in the banking sector and Léa, 24, a freelance graphic designer in Marseille.

3. Define your editorial style
Once you have established your marketing persona profiles, you can define your editorial style. This includes the vocabulary and tone you use in your web content. Both raise the question of the distance you want to establish between you and your reader. One of the most significant choices is whether to use the informal or formal form of address: this says a lot about your editorial positioning.

The tone can be friendly, institutional, humorous, commercial… It depends on the points previously worked on, namely the objectives of your communication and your targets. Let's take the example in which you are targeting a BtoB clientele. If your objective is to improve your sales, your tone can be more commercial. If your objective is to develop the notoriety of your company, then your tone is rather informational. It goes without saying that you can vary the tones within the same editorial charter. This is essential not only to guarantee variety in your publications (and not to bore your reader), but above all to meet all of your commercial objectives.