But be careful, who says Content Marketing also says positioning your company as a reference in its field and developing its brand image . However, this is where the editorial line comes in! Indeed, it is this which guarantees the coherence of the different contents for a uniform communication: editorial style, formatting, tone to adopt, content format, etc. We explain everything to you.
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Editorial line: the definition
To put it simply, the editorial line is a strategy (and a document) that establishes the set of rules defined by the company in terms of communication to carry out its Content Marketing strategy. It is the vector of coherence and harmony of all content, and this, over the long term.
Thanks to this clear editorial framework, the brand positions itself as an expert in its field, strengthens its credibility and the link with its customers.
Thus, the editorial line allows anyone creating content for the instagram database company, whether for their website, blog , social networks, advertising, etc., to ensure that they respect the image that the company wishes to convey. But the editorial line also allows you to prioritize content marketing actions.
Before we go any further, let us remind you of what Content Marketing is.
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Content Marketing: definition and explanations
Content Marketing is a strategy that consists of creating and distributing high value-added content (i.e. useful and engaging content). It aims to attract and retain a target audience (customers, prospects, readers, users, etc.). Thus, the content created helps to increase the company's notoriety , generate more traffic or convert prospects.
To do this, Content Marketing relies on a targeted message and a value proposition. At the same time, content marketing is beneficial for the natural referencing (SEO) of a website. Indeed, Google favors sites that it judges to be trustworthy by the quality of their content and the answers they provide to readers' questions.
Because, if the goal of a company or a brand is to attract its target, it still needs to be visible on search engines! Content Marketing also improves visibility on social networks .
Even if it is not about writing commercial content, the interest of Content Marketing is to make your brand or company known and to position yourself as an expert. You thus gain the trust of your target who will be much more willing to use your services or products.
However, the common thread in all your Content Marketing actions is... the editorial line !
Not convinced? Let us give you some examples of content marketing actions. One of the best is probably the blog hosted on a company website . Your communication focuses on your area of expertise without talking about yourself or advertising your products or services. But there are other possibilities and examples of Content Marketing strategies (images, videos, posts on social networks, documents to download, advertisements, etc.).
But then, what is the difference between Content Marketing and Inbound Marketing? It is true that it can be difficult to make the distinction. Inbound Marketing is based on a set of strategies designed to generate more traffic, qualify leads and convert them into customers. Content Marketing is, for its part, an Inbound Marketing strategy, based on the writing of qualitative and useful content .
