fbpx
novembre 3, 2019 82

​Comment définir une ligne éditoriale comme un professionnel ?

La ligne éditoriale est le pilier pour créer une stratégie de content marketing efficace, découvrez dans cet article les clés pour la définir comme un professionnel.

Votre grande résolution de l’année : publier des contenus passionnants pour attirer un maximum de trafic sur votre site et fidéliser vos lecteurs. Très bonne idée, encore faut-il savoir de quoi parler, comment le dire, et quand publier. Avant de se lancer dans une stratégie de marketing de contenu, un rédacteur en chef part toujours d’une ligne éditoriale bien définie : inspirez-vous de ses méthodes !

Qu’est-ce qu’une ligne éditoriale ?

Dans le monde des médias et de la presse, une ligne éditoriale est un ensemble de choix et d’orientations prises par le comité de rédaction ou le rédacteur en chef, en fonction d’un objectif défini :

  • Comment atteindre ma cible ?
  • Sujet des contenus,
  • Ton à privilégier,
  • Informations à faire passer,
  • Support de diffusion,
  • Fréquence des publications.

ligne-editoriale-comite.jpg

La ligne éditoriale est la clé de la cohérence d’une marque, ou d’une identité, et ne concerne pas que les médias !

Chaque contenu rendu publique devrait suivre une ligne éditoriale :

  • blog,
  • site web
  • et réseaux sociaux.

Dans la mesure où elle donne les règles à suivre pour assurer l’efficacité de son contenu, elle doit être définie avec précision avant même la production des premiers contenus.

Comment définir sa ligne éditoriale ?

Les étapes à suivre pour définir une ligne éditoriale

Donnez à vos contenus un vrai plus : ils seront votre meilleure vitrine. Pour cela, abordez-les comme un pro, et jouez les rédacteurs en chef des plus grands médias.

Étape 1 : La définition des objectifs

Tout rédacteur commence par s’interroger sur les objectifs qu’il cherche à atteindre, en se posant les bonnes questions. A quoi doit servir votre contenu ? Qu’est-ce que vous voulez en faire ? Transmettre des informations, créer un lien, rassembler une communauté, parler d’un produit. Un contenu peut faire beaucoup de choses, l’important est d’avoir conscience de ce qu’on veut en faire : fixez vos objectifs généraux de rédaction.

Étape 2 : La définition de la cible

A qui allez-vous vous adresser ? Qui voulez-vous toucher ? Avant d’écrire, il est essentiel de savoir pour qui l’on écrit. Et écrire pour tout le monde revient à ne s’adresser à personne. Un bon contenu commence par toucher quelqu’un en particulier, et ne s’adresse pas aux robots des moteurs de recherche.

Une règle majeure du marketing de contenu est de mettre son lecteur au centre de sa stratégie, de répondre à ses questions, de lui apporter toujours un petit quelque chose en plus.

ligne-editoriale-buyers.png

Il s’agit alors de bien connaître votre lecteur : est-il client ? est-il prospect ? Quel est son profil ? L’idéal est de connaître les informations sur son âge moyen, ses besoins, ses attentes, ses comportements. C’est surtout savoir parler son langage. Pour cela, apprenez à observer les contenus qu’il aime, son vocabulaire, ses goûts esthétiques…

Étape 3 : La définition des supports

Où allez-vous trouver votre buyer persona , le lecteur-type que vous voulez atteindre ? Trouvez le support de publication le plus pertinent par rapport à votre cible, en trouvant les canaux qu’elle utilise : twitter, Facebook, blogs d’entreprises et presse en ligne.

Étape 4 : Le contenu

Nous entrons désormais au cœur des choses : de quoi va parler notre contenu ? Quels que soient les sujets et thèmes à aborder, ils doivent tous apporter une nouveauté, un petit truc en plus, pour faire jaillir une expertise, et enrichir le lecteur d’une manière ou d’une autre.

En listant vos thématiques, vous verrez apparaître des rubriques générales, qui vous permettront d’une part d’avoir un contenu organisé, et d’autre part ils pourront vous donnez un coup de pouce en cas de manque d’inspiration. C’est un peu ce que l’on retrouve par exemple dans certains blogs : « nos meilleures articles », « les autres articles sur le même thème ».

ligne-editoriale-thematique.png

Exemple d’incitation à la lecture grâce aux thématiques

Une fois les thématiques en main, déterminez comment en parler : ton, style, vocabulaire à privilégier… restez au plus près de votre cible et de ses goûts, tout en gardant votre personnalité et votre expertise. C’est ce qui fera toute la différence.

Étape 5 : La définition du planning

Quand allez-vous publier le contenu ? Déterminez les fréquences et les périodes de publication à l’avance, avec pour chaque thématique, un sujet, une date, ainsi que la personne qui est en charge de sa rédaction et/ ou de sa relecture et de sa publication.

Le planning éditorial donne une cohérence globale au projet, et permet aux différents intervenants de travailler autour d’une collaboration des plus efficaces.

ligne-editoriale-planning.jpg

Planning, ton, sujet à aborder, vocabulaire à privilégier, la ligne éditoriale est donc un guide indispensable à votre stratégie de contenu. Elle est ce qui fait que votre contenu est unique : elle est un atout de séduction incontournable. Et une fois définie, n’oubliez pas de la faire évoluer !

Source : ​Comment définir une ligne éditoriale comme un professionnel ?

Partager cet article

Comments

    officecomsetup-us.com

    For latest information you have to go to see world
    wide web and on web I found this website as a best web page for hottest updates.

    forex forum

    I’ll immediately seize your rss feed as I can’t find your e-mail subscription link or e-newsletter service.
    Do you have any? Kindly let me know so that I may just subscribe.
    Thanks.

    trực tiếp bóng đá fb88

    Your style is very unique in comparison to other people I have read stuff from.
    Many thanks for posting when you’ve got the opportunity,
    Guess I’ll just bookmark this web site.

    บาคาร่า

    I am really impressed along with your writing skills as neatly as with
    the structure on your weblog. Is that this a paid theme
    or did you modify it your self? Anyway keep up the excellent high quality writing, it’s
    rare to look a great weblog like this one these days..

    fun88 mobile

    I don’t know if it’s just me or if everybody else encountering problems with your website.
    It looks like some of the text in your posts are running off the screen. Can someone else please
    comment and let me know if this is happening to them as well?
    This might be a issue with my browser because I’ve had this happen previously.
    Many thanks -f88bc4

    online casinos in the Philippines

    I all the time used to read piece of writing in news papers but now as I am a user
    of web thus from now I am using net for articles or reviews, thanks
    to web.

    ทางเข้าfun88

    I know this if off topic but I’m looking into starting my own weblog and was wondering what all is needed to get set up?
    I’m assuming having a blog like yours would cost a pretty penny?

    I’m not very internet smart so I’m not 100% certain. Any suggestions or advice would
    be greatly appreciated. Thanks

    dingdong togel

    I pay a visit daily a few web pages and information sites to read posts, except this website gives feature based writing.

    online casino in the Philippines

    My brother suggested I might like this blog. He was
    totally right. This post truly made my day. You cann’t imagine just how much time I had spent for
    this info! Thanks!

    online slot game

    Hello Dear, are you really visiting this website regularly, if
    so then you will absolutely obtain fastidious experience.

    fun88 mobile

    It’s not my first time to go to see this site, i
    am visiting this web site dailly and obtain nice facts from here everyday.

    Philippine sports bet

    When I originally commented I clicked the « Notify me when new comments are added » checkbox and now each time a comment is added I get
    three e-mails with the same comment. Is there any way you can remove me from that service?
    Thank you!

    gambling online

    This is very interesting, You’re a very skilled blogger.

    I have joined your rss feed and look forward to seeking more of your wonderful post.
    Also, I’ve shared your web site in my social networks!

    online betting

    I blog frequently and I truly appreciate your information. Your article has
    truly peaked my interest. I’m going to bookmark your website and keep
    checking for new information about once a week. I opted in for your Feed too.

    online casino

    Have you ever thought about adding a little bit more than just your articles?
    I mean, what you say is important and everything.

    However think about if you added some great visuals or video clips to
    give your posts more, « pop »! Your content is excellent
    but with images and clips, this website could undeniably be one of the greatest
    in its field. Very good blog!

    List of online casino games

    Heya i’m for the primary time here. I found this board and I to find It truly helpful & it helped
    me out a lot. I’m hoping to give something again and help others like you aided me.

    PDFquestions.com

    Hey there are using WordPress for your site platform?
    I’m new to the blog world but I’m trying to get started and create my
    own. Do you need any coding expertise to make your own blog?
    Any help would be greatly appreciated!

    fun 88

    For latest information you have to go to see the web and on the web I found this website
    as a best web site for most up-to-date updates.

    คาสิโนออนไลน์

    I’m really loving the theme/design of your website.
    Do you ever run into any internet browser compatibility problems?
    A small number of my blog audience have complained about my site not working correctly
    in Explorer but looks great in Safari. Do you have any advice to help fix this issue?

    ทางเข้า fun88

    It’s remarkable in support of me to have a site,
    which is beneficial for my knowledge. thanks admin

    fun 88

    I like the valuable information you provide in your articles.

    I will bookmark your weblog and check again here
    frequently. I am quite sure I will learn many new stuff right here!
    Best of luck for the next!

    Https://Wiseintro.Co

    This info is worth everyone’s attention. How can I find out more?

    Fun88 Bet

    Its like you learn my mind! You appear to know so much approximately this, like you
    wrote the e-book in it or something. I think that you just could do with
    some p.c. to power the message home a bit,
    however other than that, this is excellent blog. A great read.

    I will certainly be back.

    Kristal

    Howdy, i read your blog occasionally and i own a
    similar one and i was just wondering if you get a lot of spam feedback?
    If so how do you protect against it, any plugin or anything you can suggest?
    I get so much lately it’s driving me crazy so any help is very
    much appreciated.

    online casino

    What’s up, this weekend is fastidious designed for me, because this
    moment i am reading this enormous educational
    article here at my home.

    marijuana seedlings

    Hello, I read your blog daily. Your story-telling style is
    witty, keep it up!

    ทางเข้า fun88

    If some one wishes expert view on the topic of blogging then i suggest him/her to pay a visit this web site, Keep
    up the nice work.

    바카라

    It’s very trouble-free to find out any matter on web as compared to textbooks,
    as I found this article at this website.

    fun888 ทางเข้า

    Very shortly this web site will be famous among all blogging
    and site-building people, due to it’s nice articles

    casinos online

    It’s appropriate time to make some plans for the future and it’s time to be happy.
    I have read this post and if I could I want to suggest you few interesting things or advice.
    Maybe you could write next articles referring to this article.
    I wish to read more things about it!

    rabbit line pay

    I know this website presents quality based articles and other
    information, is there any other web page which presents such data in quality?

    casinobonus770.com

    Quality posts is the key to invite the viewers to go to see the website, that’s what this web site is providing.

    online gambling games

    This post is genuinely a pleasant one it assists new web viewers,
    who are wishing in favor of blogging.

    online betting

    Hello, all the time i used to check website posts here
    in the early hours in the break of day, as i love to learn more
    and more.

    fun555com

    Pretty element of content. I just stumbled upon your web site and in accession capital to claim that
    I get in fact enjoyed account your blog posts.
    Anyway I will be subscribing on your feeds and even I achievement
    you access consistently quickly.

    twin

    Howdy! Do you use Twitter? I’d like to follow you if that would be okay.
    I’m undoubtedly enjoying your blog and look forward to new posts.

    cpc

    It’s going to be finish of mine day, but before ending I am reading this
    fantastic piece of writing to improve my knowledge.

    sports article

    I have been surfing online more than three hours today, yet
    I never found any interesting article like yours.
    It’s pretty worth enough for me. In my view, if all webmasters
    and bloggers made good content as you did, the net
    will be a lot more useful than ever before.

    fun88 mobile casino

    Oh my goodness! Awesome article dude! Thanks, However I am having difficulties with your RSS.
    I don’t understand why I am unable to join it.
    Is there anybody else getting the same RSS problems? Anyone who knows the solution will you kindly
    respond? Thanks!!

    fun 88

    Heya i am for the first time here. I found this board and I find It really
    useful & it helped me out much. I hope to give something back and help others like
    you helped me.

    sports betting

    Hey there! This is my first comment here so I just wanted to give a quick shout out and tell you I genuinely enjoy reading through your blog
    posts. Can you suggest any other blogs/websites/forums that go over the same subjects?
    Appreciate it!

    save time save money

    It’s fantastic that you are getting thoughts from this paragraph
    as well as from our discussion made at this place.

    bet365 thai

    certainly like your web-site but you have to take a look
    at the spelling on several of your posts. A number of them
    are rife with spelling problems and I to find it very troublesome to tell the reality on the
    other hand I will definitely come back again.

    fun888 ทาง-เข้า

    I every time used to read article in news papers but now as I am a user of net thus from now
    I am using net for articles or reviews, thanks to web.

    online-casino-hub.com

    Hmm it appears like your website ate my first comment (it was super
    long) so I guess I’ll just sum it up what I submitted and say, I’m
    thoroughly enjoying your blog. I too am an aspiring blog blogger but I’m still new to everything.
    Do you have any recommendations for inexperienced blog writers?
    I’d certainly appreciate it.

    sports betting

    What’s up everyone, it’s my first pay a quick visit at this site, and article is really fruitful in support
    of me, keep up posting these posts.

    casinoae888.com

    Hi friends, how is the whole thing, and what you desire
    to say regarding this post, in my view its in fact awesome in favor of
    me.

    mma

    With havin so much written content do you
    ever run into any problems of plagorism or copyright violation? My site has a lot of unique content I’ve either created
    myself or outsourced but it seems a lot of it is popping it
    up all over the internet without my permission. Do you
    know any techniques to help protect against content from being ripped off?
    I’d definitely appreciate it.

    online casino websites

    Hello, after reading this amazing article i am also glad to share
    my experience here with friends.

    gcash online casino

    Do you mind if I quote a couple of your posts as long as I provide credit and sources
    back to your webpage? My blog is in the exact same area of interest as yours and my users would definitely benefit from a
    lot of the information you present here. Please let me know if
    this okay with you. Regards!

    legit online casino philippines

    I really love your site.. Pleasant colors & theme. Did you develop
    this website yourself? Please reply back as I’m hoping to create my own blog and would love to find out where you got this
    from or exactly what the theme is named. Cheers!

    taxi4d

    After looking into a number of the articles on your site, I truly appreciate your
    way of writing a blog. I bookmarked it to my bookmark site list and will be checking back soon. Take a look at my web site as well and let me know your opinion.

    online casino benefits

    Thank you, I have recently been looking for info approximately this topic for ages and yours is the greatest I’ve came upon till now.

    But, what concerning the bottom line? Are you sure concerning the supply?

    online slots casino

    I loved as much as you will receive carried out right here.
    The sketch is tasteful, your authored material stylish.
    nonetheless, you command get got an shakiness over that you
    wish be delivering the following. unwell unquestionably come
    further formerly again since exactly the same nearly very
    often inside case you shield this increase.

    win slot games

    I am genuinely thankful to the holder of this web site who has shared this fantastic post at
    here.

    casino no deposit games

    There’s certainly a lot to learn about this issue. I like
    all of the points you made.

    casino games online

    Incredible story there. What happened after? Take care!

    no deposit bonus casino

    For hottest news you have to pay a visit web and on world-wide-web I found this site as a finest
    web site for most recent updates.

    betting on sports

    Asking questions are genuinely fastidious thing if you are not understanding anything fully,
    but this paragraph provides fastidious understanding even.

    ทางเข้า Fun88

    My programmer is trying to convince me to move to .net from PHP.
    I have always disliked the idea because of
    the expenses. But he’s tryiong none the less. I’ve been using WordPress on various websites for about a
    year and am worried about switching to another platform.
    I have heard great things about blogengine.net. Is there a way I can import
    all my wordpress posts into it? Any help would be greatly appreciated!

    Philippines online casino

    Hello there, You have done an excellent job. I will definitely digg
    it and personally suggest to my friends. I’m confident they will be benefited from this website.

    casino bonus online

    What’s up Dear, are you actually visiting this web site regularly, if so afterward you will without doubt get pleasant experience.

    online casino gamess tips

    This piece of writing is actually a good one it helps new the web viewers, who are
    wishing in favor of blogging.

    fun88

    I do not know if it’s just me or if perhaps everyone else
    encountering issues with your site. It seems like some of the written text on your posts are running off the screen. Can someone else please
    comment and let me know if this is happening to them too?

    This might be a problem with my internet browser because I’ve had this happen before.
    Cheers

    register at online casino in Singapore

    An impressive share! I’ve just forwarded this onto a colleague who was doing a little homework on this.

    And he in fact bought me breakfast simply because I discovered it for him…
    lol. So allow me to reword this…. Thanks for the meal!!

    But yeah, thanks for spending the time to discuss this
    matter here on your website.

    cách đánh bài baccarat

    wonderful publish, very informative. I wonder why the other
    experts of this sector do not realize this. You should proceed
    your writing. I’m sure, you’ve a great readers’ base already!

    nelsonyeung-001-site3.atempurl.com

    However, readers do need to know about the risks of diet pills, especially Meridia.
    A healthy diet must include the appropriate method of getting minerals.
    It is also said if someone makes a habit of drinking coffee regularly it may prevent inside the formation of gallstones.

    save money tips

    I really like looking through an article that will make people think.
    Also, thanks for allowing me to comment!

    travel for business

    Valuable information. Lucky me I discovered your web site unintentionally, and I am surprised why this coincidence didn’t happened in advance!
    I bookmarked it.

    online baccarat play

    I do accept as true with all of the concepts you’ve introduced for your post.

    They are really convincing and can definitely work.
    Nonetheless, the posts are too short for starters. May you please lengthen them a little
    from next time? Thank you for the post.

    online casino slot games

    Admiring the hard work you put into your site and detailed information you offer.
    It’s good to come across a blog every once in a while that
    isn’t the same out of date rehashed material. Wonderful read!

    I’ve saved your site and I’m including your RSS feeds to
    my Google account.

    blackjack online singapore

    Heya! I just wanted to ask if you ever have any
    problems with hackers? My last blog (wordpress) was hacked and I ended up
    losing a few months of hard work due to no data backup.
    Do you have any solutions to prevent hackers?

    dafabet.com

    Thanks for a marvelous posting! I quite enjoyed reading it, you are a great author.
    I will ensure that I bookmark your blog and may come back very soon. I want to
    encourage you to definitely continue your great job, have a nice afternoon!

    casino

    My family always say that I am wasting my time here at web, but
    I know I am getting familiarity all the time by reading thes
    nice posts.

    casino online thai

    There’s certainly a great deal to learn about this issue.

    I really like all the points you made.

    fun88 casino

    Today, I went to the beach with my children. I found a sea shell and gave
    it to my 4 year old daughter and said « You can hear the ocean if you put this to your ear. » She put the shell to her ear and screamed.
    There was a hermit crab inside and it pinched her ear.
    She never wants to go back! LoL I know this is totally off topic but I
    had to tell someone!

    singapore online casino

    Hi, its nice post on the topic of media print, we all
    understand media is a enormous source of data.

    online play casino games

    Heya this is somewhat of off topic but I was wondering if blogs use WYSIWYG editors or if you have
    to manually code with HTML. I’m starting a blog soon but have no coding knowledge so I wanted to get guidance from someone with experience.
    Any help would be greatly appreciated!

    https://casinonlinereviews.com/

    Excellent post. I absolutely appreciate this website.
    Stick with it!

    poker online

    Hi there, this weekend is pleasant designed for me, as this moment i am reading this wonderful educational
    piece of writing here at my house.

    website

    I don’t know whether it’s just me or if perhaps everyone else encountering issues with your blog.

    It seems like some of the written text on your
    posts are running off the screen. Can someone else
    please provide feedback and let me know if this is happening to them as well?
    This could be a issue with my internet browser because I’ve had this happen previously.

    Thanks

Laisser un commentaire

Votre adresse de messagerie ne sera pas publiée. Les champs obligatoires sont indiqués avec *

Copyrights © Sirba Communication | Agence de Communication Digitale et Création site internet.