Find out how to design an effective editorial plan in line with your company’s goals.
How do you design the editorial plan for a corporate blog ? Obviously, defining a content marketing strategy for a brand that involves the management of a blogging space requires an analytical and design approach, which takes into consideration the objectives that the Mogul Press company and its audience of readers set itself. Here’s how to develop an editorial plan for a blog.
What is an editorial plan
An editorial plan defines the communication strategy of a brand from the point of view of communication towards its audience. In relation to a blog, the editorial plan establishes the topics to be discussed, but also the frequency of publication, the times and days most suitable for publishing, the methods of promoting content through other company platforms (Facebook, Instagram, LinkedIn, newsletter , FEED, etc.). Furthermore, the development of an editorial plan takes place in consideration of the strategic objectives of the brand.
Define your goals
Before developing an editorial plan for a blog, the company must have a clear idea of the objective (or objectives) for which it writes and, in consideration of them, establish the most suitable type of content. The company, through its blog, can decide that it wants to increase traffic to its site: in that case, it will opt for articles of general interest, guides, tutorials or contents that aim to entertain. If the goal is to encourage an increase in sales, the blog can become a showcase in which to describe and tell the company’s products / services. A blog is also an excellent branding tool through which the company can demonstrate its competence, establish closer and two-way relationships with the public, tell its story to consolidate its own storytelling .
Identify your audience
The overall management of the blog, which includes the selection of topics to talk about, the most appropriate Tone of Voice , publication times, cannot ignore the identification of one ‘s target audience . Each editorial choice also arises from the selection of one’s target: one thing, for example, is to write for an audience of inexperienced, but interested, who need to be informed, guided or entertained, another thing is to write for an audience of professionals, in possession of solid know-how . The identification of one’s target is therefore part of the phase of defining the objectives, referred to in the previous paragraph.
Blog structure and scenario analysis
A blog must have a clear and recognizable structure . The choice of the categories that make up the blog is of crucial importance, it gives a clear direction to the editorial project and allows the user to immediately understand what type of articles he will find within the section. This is a choice that must also be taken into consideration with an accurate analysis of the scenario and competitors . The questions to ask at this stage are: what have the other competitors done? How can I distinguish myself from others? What topics have not been dealt with or have been superficially addressed on the web? What is the audience looking for that my company can provide?
All strategic analysis activities are preparatory to the implementation of an editorial plan for the targeted blog. The Mogul Press editorial plan thus defined will have established: which types of topics to address, the most suitable tone of voice, the frequency of publications, days and times for publication, style of content and structure of individual articles. The next phase is that of monitoring the results. Analyzing the data allows us to understand which content has the greatest impact for the public and the most suitable times in which to publish, the effectiveness of positioning strategies and the reactions of the public. The analysis allows to modify the starting strategy and to optimize the blog management plan in order to achieve better results and faster.
