Should the editorial strategy be reviewed with deconfinement? The answer seems obvious, and yet not everyone is convinced of it yet. Internet users have taken on new habits, feel new needs and express previously unknown fears. The editorial strategy cannot, on pain of absolute ineffectiveness, ignore these deep and lasting transformations …
Containment of SEO, a reality that should question your editorial calendar
The world after will not look like the world before. The government has been hammering out this obviousness in all colors for several weeks. This truism is also verified with regard to natural referencing and even more your editorial strategy.
Since March, you have already had to review your editorial calendar, regardless of your industry. In the field of tourism, you have had to give up these guides to prepare for the long extended weekends in May.
For weeks, you’ve had to shake up your content creation to adapt to reality. And this will have to last for many weeks. So you need first redefine your editorial strategy starting with the calendar.
The editorial line to rewrite, when your content is already infected
If web writing has to change pace to adjust to that of confinement, you will also have to develop a new editorial line. The messages to convey are not the same, and unless you permanently lose your prospects, you must provide them with relevant answers.
The period is anxious for consumers and Internet users, and they need to be reassured and reassured. An explanation of the measures taken internally to protect yourself from the coronavirus will have more impact on your readers than a promotional offer, even an unbeatable one.
Rather than bragging about the free delivery of your delivery service, perhaps it is better to explain that it is still operational and under what conditions.
You must reassure and reassure, which brings you back to essential basics of web writing: reinsurance. Regarding your editorial line, you will finally have to adapt your speech. How will your offer be impacted by the new habits imposed on consumers (barrier gestures, social distancing, etc.).
It’s up to you to show the way, by proposing new uses or new uses.
Your editorial strategy at the time of post-containment
At this point, your web editors, your graphic designers and all the content creation specialists have changed the editorial calendar, and adopted new guidelines to help them in their production. The efforts don’t stop there, since you finally have to adapt to the communication channels.
Between employees in partial unemployment and those engaged in teleworking, Internet consumption has jumped (+ 70% worldwide). Internet users are looking for very targeted answers, but no longer want indigestible files making exhaustive points on a file.
Respond to the question ” How long does the virus survive on the box? “(For the e-merchant, it will be necessary to answer the induced question:” Can an Internet order infect me? “) Only requires a few lines. Should you create a page or give your elements on your Facebook page or even LinkedIn? Everything will depend on your strategy, but social networks are on the rise and even Facebook is finding its colors. There is no general answer that applies equally to everyone.
However, everyone must take the time necessary to address each of these issues. Because if we live in a world of uncertainty, only one reality is incontestable: the world after will not look like the one before.
And you, how did you adapt your editorial strategy to this exceptional period? And for post-containment, have you thoroughly reviewed your Content Marketing?