Definition
An editorial line fits on one page: the intended reader, named precisely, the families of content (answers to clients' questions, proof, points of view, behind the scenes), the tone, the formats and a pace the team can keep for a year.
Value for a business owner
Without an editorial line, every post starts from scratch and the site ends up speaking to everyone, so to no one. With it, every article, LinkedIn post and newsletter reinforces the same promise, and is measured by the enquiries it brings.
It is also what Google and assistants reward: useful content, written for a precise reader, that cannot be found elsewhere.
At Stratedge Consulting
Our method is set out in a French-language article on the editorial line of a small business. See also the Content and brand page.
Common mistakes
Choosing a pace that does not last three months. One useful post a week, held over time, beats a burst followed by a long silence.
Measuring likes rather than enquiries. A company's content is judged by the meetings and quotes it brings.