Just as at sea, it is important to follow the best route on the web, too. And just as a map and precise coordinates allow navigators to reach their destination, a project’s on-line success is the result of carefully planned activities: messages to promote, types of content, publishing schedule. On the Internet, navigation is set by the editorial plan.
What is an Editorial Plan?
An editorial plan or project is a strategic document describing the management of a website, social profile or an integrated system of channels. A good editorial plan defines the what, where and when of on-line publishing to best intercept targets of interest and reach communication, engagement or business objectives. The editorial plan contains the information architecture that organises information and services into a clear and logical structure for the user, indicating schedules, resources, and the type and format of content that must be developed.
The Editorial Plan at Cultur-e
Our editorial plans are defined at the beginning of a contract and determine not only the management, but also the design of web portal and social channel structure (information architecture), section and information hierarchy, and design and development guidelines with the identified targets and objectives.
We begin the development of editorial projects with a data analysis phase to study the client’s internal (link a Analisi Data Driven > Analisi di scenario) and external reference scenarios (link a Analisi Data Driven > Analisi dei competitor) based on the information collected through interviews, focus groups, web-based analytics tools and on-line reputation (link a Analisi Data Driven > Reputazione online). This information allows our team to develop the editorial plan that is best suited to the project, defining the information hierarchy of a website, portal or blog.
The document describes the communication model, which includes values and aspirations to promote, key messages and motivations, guidelines on graphic style, usability choices, accessibility and interactivity, naming and linguistic style. Moreover, it defines the on- and off-line channels to activate (events, initiatives, magazines, websites, social media profiles, mobile, etc.), their joint use to achieve objectives, the type of content for each channel and initiatives designed to involve user participation.
In order to allow optimal management of publications and engagement, the document also addresses editorial management policy and identifies the best sources for content, publication frequency and the content validation workflow, including the roles, rules and timing for content validation and the management of notifications and interaction with users. The editorial plan is completed by the scheduling of content on web and social media. This means that once the project is on-line, the editorial plan will guide its daily management through content developers, social media managers and web editors and promote interest, awareness, relations, trust and user conversions, as per the established objectives.
In the vast ocean of the web, a detailed editorial plan describing the content and actions necessary to meet objectives and targets will allow you to accompany potential clients along the right route, the one towards your brand.